Moment Of Truth Research Articles

Designing for packaged products in a CPG world

Are you a shopper or a buyer? Ever wonder why Tide packaging is orange or why the bread, eggs and milk are located at the back of the store? What are manufacturers and retailers doing to get you to buy one product over another? This paper breaks down and attempts to simplify the consumer behaviours of buying versus shopping for consumer packaged goods (CPG) through ‘moments of truth’ that are experienced by consumers and designed by retailers and manufacturers to get you to buy their packaged products. Learnings, experiences and empathy from working at some of the top CPG companies have been combined to bring you this comprehensive look at how consumers and manufacturers intersect through these moments of truth. The results of this work define the mindsets and behaviours of the consumer journey from stimulus to store, from purchase to home and from usage to repurchase. Let the buyer/shopper beware! Manufacturers and retailers want you to shop and buy, pulling out all the stops to design packaged products that appeal to the consumer and keep you coming back for more. This paper is meant to educate the consumer and designer in you, to help the reader bring the best products and packages to life for the good of the consumer.

Customer engagement, non-transactional behaviors and experience in services

PurposeThe purpose of this paper is to highlight the central role of bank customers’ engagement as a mediating variable between customer experience and two non-transactional customer behaviors (advocacy and attitudinal loyalty).Design/methodology/approachTo test the hypothesis, a model was designed with two antecedents of bank customer engagement (satisfaction and customer emotions), and two non-transactional behaviors (attitudinal loyalty and customer advocacy). The model was tested on a sample of 1,790 customers of two Spanish banks.FindingsResults confirm bank customer engagement as the mediating variable between customer experience outcomes and non-transactional behaviors.Practical implicationsBanks should design physical spaces with an atmosphere that will have a positive impact on their customers, and pay particular attention to interactions with contact personnel and other customers present at that moment of truth. The new concept of the branch now being introduced looks to the future, transforming it into a place to attend to and advise customers, and designed to encourage and facilitate a more personal and enduring relationship. This transformation includes longer opening hours and a concept that appears to draw from the store model. Its design is more accessible, more agile, more welcoming and more digital, conceived to attract the customer’s attention from the first moment.Originality/valueThe contribution of this research is related to the analysis from a theoretical and empirical perspective of the mediating impact of customer engagement between customer experience outcomes (satisfaction and emotions during the service) and non-transactional behaviors (advocacy and attitudinal loyalty).

Autogenous crisis as a conceptual model of system changes

The article introduces a conceptually new line in ensuring the long-time sustainable development of the organization, i.e. autogenous crisis. The notion of ‘crisis’ is analyzed and its forms in different socio-cultural systems are described. Crisis is a concentrated in time and at a certain place crucial, drastic for the system moment of truth, a point of bifurcation – a critical condition of the system, when it becomes unstable. Examples of crises in different social systems show that crisis is an inevitable stage in the life cycle of any living system. During its evolution any living system repeatedly passes a dynamic cycle ‘stability – crisis – new stability’. The author puts forward the thesis that crisis demonstrates the 3-rd law of Hegel dialectics - negation of negation. A conclusion was drawn that crisis breaks a former balance (stability) and at the same time provides an opportunity (potential) of passing-over to a new balance (new stability), i.e. crisis acts as a method of object movement from the former disintegration and conflict to a new condition. Speaking about a practical application of the phenomenon of crisis the author proposes to initiate by top executives of the organization a controlled (autogenous) crisis in order to eliminate contradictions, disproportions and misbalance arising in any living system during its life cycle. The autogenous crisis gives an opportunity to re-load the system and to move to a new level of stability. The conceptual apparatus was developed to resolve the task and goals, object, subject, key principles and components of the notion ‘autogenous crisis’ were defined.

No healing without recognition: a review of Mark McKenna’s Moment of Truth

In late 2017, between the furore of the Commonwealth citizenship saga, Malcolm Turnbull quietly rejected the Uluru Statement from the Heart; a statement borne from days of deliberation between Indigenous leaders from across Australia as part of the Referendum Council. The statement called for constitutional reform enshrining the establishment of a ‘First Nations Voice’, a Makarrata Commission and, importantly, a treaty (Referendum Council 2017). It is with a blistering critique of Turnbull’s choice to reject the statement that Issue 69 of the Quarterly Essay, titled Moment of Truth (McKenna 2018), opens. Mark McKenna traverses modern Australia, drawing upon historians, academics, advisory bodies, and personal narratives to consider the role that both white and Indigenous history have had in forming today’s nation, delving into the erasure of key moments in Australia’s past and confronting our past and current violence towards Indigenous peoples.

Drumming and dancing: creative movement for Convention refugee youth in a physical activity space

ABSTRACTConvention refugees are individuals who have fled their home countries due to a substantiated fear of persecution. As a consequence, many young Convention refugees are disconnected from their environment as they enter schools and communities and are often misunderstood in their new country due to cultural barriers. Given the universality of human movement, the physical activity setting can be an important space through which acculturation can be fostered. The purpose of this ethnographic study was to capture the nuances and experiences of 17 Convention refugees engaged in a community program. Significant moments, at the point of data saturation, were validated through observations, ethnographic interviews, artifacts and participant observations. The process of data analysis produced four themes: (a) embodied space (b) proxemics, (c) collective sharing (d) rhythm. Through triangulation, the appearances of creative movements were captured in tandem with rhythm, thus recording individual expressions within a collective space [Paulson, S. (2011). The use of ethnography and narrative interviews in a study of ‘cultures of dance’. Journal of health psychology, 16(1), 148–157]. The exploration of cultural and situational frames through drumming and movement can attempt to build an emotional bridge to support acculturation. Creative movement is a culturally relevant way to engage individuals in dialogue by asking them to tell us what they know to be moments of truth [Oliver, K. L. (1998). A journey into narrative analysis: A methodology for discovering meanings. Journal of Teaching in Physical Education, 17, 244–259]. This collective sharing lends itself to physical activity environments where there are opportunities to foster creativity, encourage intersectional identity, and support Convention refugee acculturation.

Fifty years of lyase and a moment of truth: sphingosine phosphate lyase from discovery to disease

Sphingosine phosphate lyase (SPL) is the final enzyme in the sphingolipid degradative pathway, catalyzing the irreversible cleavage of long-chain base phosphates (LCBPs) to yield a long-chain aldehyde and ethanolamine phosphate (EP). SPL guards the sole exit point of sphingolipid metabolism. Its inactivation causes product depletion and accumulation of upstream sphingolipid intermediates. The main substrate of the reaction, sphingosine-1-phosphate (S1P), is a bioactive lipid that controls immune-cell trafficking, angiogenesis, cell transformation, and other fundamental processes. The products of the SPL reaction contribute to phospholipid biosynthesis and programmed cell-death activation. The main features of SPL enzyme activity were first described in detail by Stoffel et al. in 1969. The first SPL-encoding gene was cloned from budding yeast in 1997. Reverse and forward genetic strategies led to the rapid identification of other genes in the pathway and their homologs in other species. Genetic manipulation of SPL-encoding genes in model organisms has revealed the contribution of sphingolipid metabolism to development, physiology, and host-pathogen interactions. In 2017, recessive mutations in the human SPL gene SGPL1 were identified as the cause of a novel inborn error of metabolism associated with nephrosis, endocrine defects, immunodeficiency, acanthosis, and neurological problems. We refer to this condition as SPL insufficiency syndrome (SPLIS). Here, we share our perspective on the 50-year history of SPL from discovery to disease, focusing on insights provided by model organisms regarding the pathophysiology of SPLIS and how SPLIS raises the possibility of a hidden role for sphingolipids in other disease conditions.

The Moment of Truth: A Review, Synthesis, and Research Agenda for the Customer Service Experience

Customer service is a central feature of the service context. As service research has evolved into a burgeoning multidisciplinary field, management scholars have developed an impressive body of research regarding the antecedents, processes, and outcomes of customer service. We provide an integrative review and synthesis of the literature with a focus on three important and interrelated aspects of customer service that specifically focus on the interpersonal service interaction between employees and customers: ( a) affect in customer service, including emotional labor and emotional contagion processes; ( b) customer mistreatment, the low-quality interpersonal treatment of customers toward service employees; and ( c) customer service behaviors, including customer orientation and service-oriented citizenship behaviors. We review theoretical perspectives for each of these streams of research and summarize the current knowledge regarding empirical findings. We provide a critical assessment of the literature and conclude with a discussion of future research agendas and practical implications for service managers.

Is your business sustainable? A sentiment analysis of air passengers of top 10 US-based airlines

ABSTRACTThe airline industry has become an inevitable part of the lives of American passengers. Along with that, dissatisfying flight experiences have always been associated with this industry since the beginning. This qualitative research explores flight experience-related moments of truth in the minds of airline passengers as reflected in their comments shared on social media, namely Skytrax. In particular, this study utilizes sentiment analysis techniques to discuss negative, neutral, and positive sentiments regarding the top 10 US-based airlines according to US Department of Transportation statistics. Findings point that airline service complaints were related mostly to failures in the core service such as connecting flights, flight attendants, checked bags, mechanical problems, in-flight entertainment on long distance flights, ground staff, and customer service. What created the highest level of positive sentiments were the flight attendants, flight crew, and ground crew. Avenues for future research were suggested along with managerial implications.

SPANISH THEME IN E. HEMINGWAY'S STORIES ‘THE WINNER GETS NOTHING’

Ernest Hemingway is a symbolic figure in the literature of the 20th century. His name and works entered the history of world literature forever. The purpose of the article is to characterize the way of opening the inner world and the emotional state of the characters, the psychology of the ‘lost generation’ in the interaction of its external and internal manifestations through the civil war inSpain. The article analyzes the stories ‘A clean, well-lighted place’, ‘A way you’ll never be’, ‘The light of the world’. The heated atmosphere of the ‘bloody decade’ introduced new themes into the writer's work.Spainbecame a ‘moment of truth’ for E. Hemingway. He feels the inevitability of the coming world war. E. Hemingway expressed himself inSpaincompletely as an artist, and as a citizen. All the characters of his stories are simple people, men and women, unemployed, traumatized by war, looking for their place in the post-war world (a cook, a lumberjack, Indians, prostitutes etc.). Endless humor, laughter, self-irony, joke, and sometimes bitter laughter help them to stand and find their place in life. The ‘code’ of light, purity, and peace are universally introduced into all writer's works. In the personality of his characters there is much in common, unifying them with all the differences in appearance and life path, and above all, hopelessness and disappointment, indifference to life in general, and the most terrible is their loneliness. The utmost frankness and genuineness of soul movements, the combination of morals, history, nature with the chronicle of only human destiny, are exceptionally bright creative personalities of E. Hemingway, who describes his characters. In our work we came to the conclusion that the characters of the stories about the war years inSpain‘A clean, well-lighted place’ (about a lonely old man), ‘A way you’ll never be’ (about the war), ‘The light of the world’ (the sad and ironic story about prostitutes who remembered the past) anyway are rejected by a prosperous society. Hopelessness, dark state of the soul of ‘lost generation’ are combined with the belief in the ‘ordinary’ life without the war for the characters of E. Hemingway’s stories. Light and dignity are the main components of a person’s peaceful life, the confession of a person who got out of the abyss and survived during the war, but who lost the sense of life in peacetime, they are distinguishing features of many characters in military conflicts.

The Peasant Movement in Russia on the Eve of Emancipation as a Moment of Truth

This research was supported by grant No. 19-09-00365 from Russian Foundation for Basic Research “Comparative analysis of the economic and social consequences of the February 19, 1861 reform in metropolitan provinces”.

Phraseological Unit <i>Judgment Day</i> (rus. <i>Sudnyy den’</i>): Its History and Semantic Shifts in the Modern Political Discourse

The modern political discourse has actualized the word combination “sudnyy den’” (judgment day) known to many languages and cultures practicing monotheistic Abrahamic religions. The article analyzes the meanings of the phraseological unit in different discourses and its functions. It has been found that the unit “sudnyy den’” can perform the nominative function when it names one of the main Judaic holidays - Yom Kippur. The word combination becomes a phraseological unit with a characterizing meaning when it denotes a religious concept - judgment of the people in the end times. The article reveals and describes the differences in the understanding of the unit in the Christian (Orthodox) and Islamic Russian language discourses and shows the process of metaphorization of the unit in secular texts in which the actualization of the component “sud” (judgment) brings about the emergence of a new meaning of the unit not recorded in dictionaries (the phraseological unit begins to denote a vitally important event: the judgment day or the judgment hour is looked forward to as a moment of truth). Special attention is given to the semantic shift of the phraseological unit under the influence of films and computer games (elimination of the moral-didactic component, its substitution by salient visual images), and to the phraseological derivatives which have become urgent in the political discourse and are associated with the threat of a new world war.

Moment of Truth: Why Aha! Experiences are Correct

AbstractHaving a sudden insight is often associated with inherent confidence, enough for Archimedes to run naked through the streets shouting “Eureka!”. Recent evidence demonstrates that public displays of enthusiasm, such as the ancient polymath's, are actually supported by a higher likelihood of being correct.

Organizational intellectual capital and its relation to frontline service employee innovative behavior: consumer value co-creation behavior as a moderator

Frontline service employee innovative behavior is “the moment of truth” that significantly affects organizational performance. Yet, little research has investigated the effect of organizational intellectual capital on frontline service employee innovative behavior. This study used SPSS 24.0 and AMOS 20.0 to examine the structural model and the hypothetical effects of (1) different dimensions of organizational intellectual capital on frontline service employee innovative behavior and (2) consumer value co-creation on frontline service employee innovative behavior along the dimensions of organizational intellectual capital. A total of 282 valid questionnaires were collected from frontline service employees working at a travel agency located in Taipei, Taiwan. Human capital and customer capital were found to positively affect frontline service employee innovative behavior. The interactions between consumer value co-creation and human and customer capital had a significant moderating effect on frontline service employee innovative behavior.

Análise e proposta de melhorias para a satisfação dos discentes em relação aos momentos verdade em uma universidade pública

O setor de prestação de serviços está fortemente presente no dia a dia dos usuários, tendo uma significativa participação na economia do país. As universidades possuem papel fundamental para o desenvolvimento socioeconômico, já que são responsáveis pela formação de novos profissionais e, por isso, necessitam ter qualidade em relação aos serviços prestados pelos envolvidos (docentes, técnicos e gestores), e entender a percepção da qualidade dos serviços por parte dos clientes (discentes). Dessa forma, o trabalho objetivou avaliar a qualidade dos serviços prestados pelo campus de uma universidade pública, a partir do nível de satisfação dos clientes, em relação aos momentos verdade identificados. O estudo apresentado tem uma abordagem qualitativa, utilizando como método de pesquisa o estudo de caso. Após a análise dos resultados, identificou-se que a maioria das insatisfações dos alunos está relacionada aos bens facilitadores de serviços, como disponibilidade de livros e internet. A pesquisa proporcionou conhecimento sobre as causas das insatisfações dos alunos e oportunidades de melhoria, para garantir a qualidade dos serviços prestados. Também contribuiu para preencher uma lacuna da literatura sobre o uso dos momentos verdade na avaliação da qualidade dos serviços em universidades.

The South African Women Purchasing Behavior and the Zero Moment of Truth

The decision-making process after online consumers have been stimulated through traditional advertising is a new and crucial part of the traditional three-phase marketing model. This paper was undertaken to understand the relevance of the Zero Moment of Truth (ZMOT) to women in Living Standard Measure (LSM) B in Durban, South Africa. The three questions that were the main focal point of this study aimed to assess the relevance of the ZMOT theory to women in Durban, South Africa within LSM B, the most frequented product categories as well as the platforms that were accessed to gain brand-related information in order to make the purchase decision. Data for this study was collected through mixed methods with a sample group of 100 women. The findings from the research suggest that there is a link between the relevance of core products like groceries and basic household items and the need to make smart purchases, as money needs to be spent wisely. The most frequently accessed category amongst women in LSM B was basic household items and groceries, this category was closely followed by skin care and cosmetics. The most widely accessed platform to search for brand information was the Google search engine.

A Study on Moment of Truth of Household Telecommunication and Distribution Services in Korea

A Study on Moment of Truth of Household Telecommunication and Distribution Services in Korea

De Waardenvolle Club: Het besturen en managen van publieke waardencreatie in voetbalorganisaties

Football clubs (amateur clubs, professional football clubs and the Royal Dutch Football Association) have evolved towards hybrid service organisations and are dealing with an increasing number of heterogeneous stakeholders with ambiguous goals, expectations and interests with regards to creating sporting, cultural and business value. At the same time club members, fans, governments, NGOs, sponsors and the media are having increasingly high expectations about the contribution of football clubs in addressing social issues. As a consequence, football directors and managers are also expected to create public value. Based on extensive empirical research, the PhD thesis shows that football directors and managers struggle to achieve strong public value construction, effective partnerships and sustainable and legitimate services. In practice two ideal types can be distinguished: the Business Club, which is imbued with a critical attitude towards public value creation, and the Open Club, in which the emphasis on creating public value inhibits the creation of sporting, cultural and business values. From an iterative process of constant comparison, analysis and theoretical sensitivity the PhD thesis proposes a new ideal type: the Valued Club. As an organisation, the Valued Club considers football as a creator of public value (not as a mere product or means) and football managers and directors steer towards responsibility and reflection. The Valued Club contributes concrete ideas and practices for directors and managers of football organisations and other hybrid organisations by providing three theoretical concepts: facilitating moments of truth, establishing smart partnerships in service networks and organising from a theory of change stance.

Theological Discourse on the Concept of Heaven of Tertiary Students in San Beda University Campuses

The paper is an attempt to determine the understanding of heaven of tertiary students in San Beda College campuses. It also presents a theological discourse on the concept of heaven. The usual understanding of heaven for most students which is generally uncertain, their understanding of heaven as a place which has been fixated as an extra-terrestrial location into which one goes that resulted in an unfortunate view of reality that separates them from creation and the present world and the absence of deliberate and systematic research effort done on this topic have given the researcher very strong impetus to embark on this study. The paper hopes to build a more solid foundation of Christian faith after one has fully understood heaven as an anticipation of life’s fullness. Lastly, it is the aim of this paper to jolt more theological reflections on life, and on the world-view of human existence in ever changing contextualizaton.
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The moment of truth: Proust, Barthes, and the contingency of old age

ABSTRACTIn his Preface to the Life of Rancé, Roland Barthes raised a set of questions about how to write about old age. A decade and a half later, proposing a new start for himself as a writer, he takes as his model Marcel Proust, a writer who rehabilitates the idea of pity in relation to ageing, and makes an encounter with old age a final turning point in his novel. The current reading of Proust, using Barthes’s thoughts on both old age and Proust as a frame, argues for a much more selectively compassionate treatment of old age than Barthes claims for Proust, and questions the place of old age in Proust’s aesthetic and intellectual scheme. Adam Phillips has argued that Proust is, in opening himself to accidental encounters with the past, also more comfortable than other writers with the contingency of the future, and death’s imperviousness to prediction and control. Ageing and the approach of death are starkly depicted in the final volume of Proust’s work, it is true, but their effects are mitigated by the constants of hierarchy and privilege in Proust’s fictional world, and the question of what their depiction is for remains moot.

Moment of Truth (on the Occasion of the 80th Anniversary of Academician P. Talanchuk)

The article is dedicated to the 80th anniversary of Petro Talanchuk, member of the Academy of Sciences. The author examines the scholar’s surname, its etymology but also stresses that it was tireless work, will and perseverance of P. Talanchuk that enabled him to create many a seminal work. The author reveals that he has discovered Talanchuk exuberant talent three times in his life. The first time was in 1989, when, dismissal and career risks notwithstanding, P. Talanchuk in his capacity as Rector of Kyiv Polytechnic University allowed the first convocation of the National Movement of Ukraine to gather in the hall of the educational establishment. The second time the author admired P. Talanchuk was when the latter established and developed the Open International University of Human Development ‘Ukraine’ that has operated for more than 20 years. The third time the author discovered for himself this towering academician was in the course of editing the latter’s journalistic book. These situations have made an indelible impression on the author, therefore prompting him to refer to these ‘discoveries’ as the moments of truth. The article also gives an outline of P. Talanchuk’s writings and singles out the main features distinguishing the scientist from others. According to the author, the paramount feature of Talanchuk’s works is the combination of scientific and emotional character. He attributes it to the fact that our thoughts are driven by technical and scientific thinking, but we write through the lens of our hearts, thus prompting the reader to perceive a text with his mind and spirit. The scientific and journalistic styles create a comprehensive outlook and hold the reader’s interest at the same time. The second paramount feature is dedication to the chosen cause, including educational reforms, the establishment of the University ‘Ukraine’, and experience in the field of education. According to the author, the gift of a publicist lies in putting one’s thoughts simply and figuratively, since these instruments make the said texts the embodiment of top-tier journalism. The third particular feature is P. Talanchuk high patriotism, since the image of Ukraine lies at the core in each of his writings. The author underscores that P. Talanchuk has paid much attention to the problems of the Ukrainian language and coercive imposition of a two-language system. The scholar also spares attention to the matters nationalism but the one without a shred of the Bolshevik ideology, as he considers it as patriotism and love to one’s fellow citizens. Keywords: moments of truth, Petro Talanchuk, the USSR, International University of Human Development ‘Ukraine’, journalism.