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Article
Publication date: 6 May 2021

Ahmed Shahriar Ferdous, Michael Polonsky and David Hugh Blore Bednall

Frontline employees (FLEs) are a key source of competitive advantage for organizations and have a significant impact on the quality of customer–firm interactions. This study aims…

Abstract

Purpose

Frontline employees (FLEs) are a key source of competitive advantage for organizations and have a significant impact on the quality of customer–firm interactions. This study aims to use the stimulus-organism-response (S-O-R) model as a theoretical lens to examine whether internal communication (IC) (stimulus) evokes FLEs’ organizational identification (emotional) and job satisfaction (cognitive), and whether these in turn shape FLE customer-oriented behavior (response). The study also tested whether these mediated relationships are moderated by perceived communication formalization.

Design/methodology/approach

The hypothesized mediated and moderated effects were tested using data collected from a cross-sectional survey of 293 full-time salespeople working for a large general insurance company.

Findings

Both organizational identification and job satisfaction simultaneously mediate the relationship between IC and customer-oriented behavior. Perceived communication formalization was found to weaken the mediated relationship between IC and customer-oriented behavior, but only when this is via job satisfaction.

Research limitations/implications

This study has shown that where IC is positively viewed by FLEs, it can be leveraged as a key driver by organizations to evoke simultaneous positive emotional and cognitive reactions, leading to increased customer-oriented behavior.

Practical implications

This study informs both theory and practice related to effective IC among customer-contact FLEs.

Originality/value

The study shows how IC can simultaneously produce two simultaneous emotional and cognitive reactions leading to FLE customer-oriented behavior and how these mediated relationships can be moderated by perceived communication formalization. The study used the S-O-R model as the theoretical lens to test these relationships.

Details

European Journal of Marketing, vol. 55 no. 8
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 3 July 2017

Anisur R. Faroque, Sussie C. Morrish and Ahmed Shahriar Ferdous

The purpose of this study is to investigate the role of business process innovativeness in the networking-export performance relationship in a developing country low-tech industry…

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Abstract

Purpose

The purpose of this study is to investigate the role of business process innovativeness in the networking-export performance relationship in a developing country low-tech industry setting. Most innovation research in international business and entrepreneurship is conducted on high-tech industries in developed countries. Less research has focused on the low-tech industry context. This study bridges this research gap by testing whether international new ventures’ (INVs) networking resources impact their export performance through business process innovativeness.

Design/methodology/approach

The study tests the link between low-tech INVs’ networking, business process innovativeness and export performance using a sample of 647 export start-up apparel firms in Bangladesh, the second largest apparel exporter in the world.

Findings

The results recognize that an INV entrepreneur’s personal and inter-firm networking are directly and positively related to business process innovativeness and export performance. The findings also indicate that business process innovativeness acts as a mediator only between an INV’s inter-firm networking and its export performance.

Research limitations/implications

The study was undertaken in a Bangladeshi low-tech industry setting-the apparel sector; thus, future research may include data collection from a range of industries across countries. Data collected for the purpose of this study used a cross-sectional research design, and this may only have confirmed the relationships in the model and not causality between the constructs.

Practical implications

The findings highlight that low-tech INVs should focus more on leveraging their personal and inter-firm networking resources, as this should result in improved export performance. The results also provide directives for INVs in regard to improving their business process innovativeness to achieve increased performance.

Originality/value

The study is not only carried out in the context of low-tech early internationalizing firms (i.e. INVs), but also contributes to theory and practice by testing whether INVs’ networking resources (personal and inter-firm) have an impact on business process innovativeness, which in turn leads to improved performance.

Details

Journal of Business & Industrial Marketing, vol. 32 no. 6
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 31 January 2024

Fara Azmat, Ahmed Shahriar Ferdous, Faisal Wali, Mohammad Badrul Muttakin and Mohammed Ziaul Haque

This study examines whether engagement with Sustainable Development Goal (SDG)-focused specialized training programs enable senior public officials (focal actor) to collectively…

Abstract

Purpose

This study examines whether engagement with Sustainable Development Goal (SDG)-focused specialized training programs enable senior public officials (focal actor) to collectively deliver on public services that have a transformational societal impact over time. Further, the study explores the factors that impede and facilitate the delivery of such services. The authors do so by using service mechanics theorization and drawing on the lens of actor and collective engagement.

Design/methodology/approach

This study undertakes a longitudinal exploratory qualitative study design. SDG-focused training programs were delivered, as interventions, for two cohorts of senior public officials from Bangladesh in an Australian University in 2017 and 2019. In-depth interviews were conducted upon the training's completion and then after 8- and 12-month intervals to assess the short- and long-term impact respectively.

Findings

An empirical framework is proposed from the study findings. It shows that engagement – cognitive, emotional and behavioral – with SDG-focused specialized training programs enables focal actors (i.e. senior public officials) to engage other actors (other public officials, community members) in networks, facilitated the delivery of SDG-aligned public services. Such engagement results in a transformative impact that spans micro (individual), meso (organizational) and macro (societal) levels over time. Factors that impede and facilitate SDG-aligned delivery of public services are also identified.

Research limitations/implications

Theoretically, the authors contribute to the literature that relates to actor and collective engagement, SDG-focused capacity-building training programs and service mechanics. Practically, this study informs organizations about the ways that they can effectively engage their senior employees with capacity-building training programs that focus on sustainability.

Originality/value

This study is one of the few that connects the interface between public service delivery for enacting societal changes and SDG-focused capacity-building training programs through service mechanics theorization and using the lens of actor and collective engagement.

Details

Journal of Service Theory and Practice, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2055-6225

Keywords

Article
Publication date: 9 April 2018

Rahim Hussain, Ahmed Shahriar Ferdous and Gillian Sullivan Mort

The purpose of this paper is to examine whether advertising type (static or dynamic) and appeal (emotional or rational) moderate the relationship between web banner advertising…

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Abstract

Purpose

The purpose of this paper is to examine whether advertising type (static or dynamic) and appeal (emotional or rational) moderate the relationship between web banner advertising frequency and consumer attitudinal response.

Design/methodology/approach

A laboratory experiment involving 400 participants was conducted to test for the moderating effect. Factorial ANOVA is used to measure brand attitude.

Findings

The results identified that the web banner advertisement type acted as a moderator between frequency and brand attitude. However, the moderating effect of banner advertisement appeal was found to be insignificant at a single banner advertisement frequency (i.e. exposure) but significantly different at a higher frequency. The study findings provide better directives for online marketers.

Practical implications

The major limitation is the fact that the impact of banner advertisement frequency was manipulated from one to five exposures. Future research needs to determine what happens after the fifth exposure, perhaps ten exposures or more, to determine the wear-out effect and in turn, to decide on the optimal frequency level in an effort to design more appropriate web communication strategies.

Social implications

The result shows that pop-up banner advertisements are intrusive, and that high level of exposures to pop-up banner advertisement could annoy online users. Thus, online advertisers should avoid repeating the pop-up banner advertisements because this could adversely affect the attitude towards the online advertising in general, and could also negatively influence attitudes towards the brand and ultimately effect online purchase.

Originality/value

This study contributes to the theory by providing more insights into the repetition effect, and comprehensive conclusions can be drawn based on the manipulation of banner advertisement frequency on different frequency levels. The research identifies that if the communication objective is to generate brand attitude, different strategies can be adopted depending on the banner advertisement type (pop-up vs static) and banner advertisement appeal (emotional vs rational).

Details

Asia Pacific Journal of Marketing and Logistics, vol. 30 no. 2
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 7 March 2022

Emma Winston, Ahmed Shahriar Ferdous, Ruth Rentschler, Fara Azmat and Nichola Robertson

This study aims to elucidate the value creation process within a culturally diversified museum (CDM), which aims to achieve social inclusion, i.e. bridging the social divide…

Abstract

Purpose

This study aims to elucidate the value creation process within a culturally diversified museum (CDM), which aims to achieve social inclusion, i.e. bridging the social divide between mainstream and minority communities, through the integration of CDM’s and visitors’ resources. Using service logic (SL) theory as the theoretical lens, we aim to unveil the CDM’s unique service provider and customer (visitor) resources, the corresponding resource integration process that explains value co-creation and co-destruction and the resultant value outcomes for social inclusion.

Design/methodology/approach

A case study of an Australian CDM is used, involving various qualitative data sources, including depth interviews, focus groups, visitor book content analysis, on-site observation and participation in the CDM’s events and forums.

Findings

The findings provide insights into the unique CDM and visitor resources that are integrated to achieve value outcomes that foster social inclusion. However, the results suggest that alongside value co-creation, co-destruction can unfold, causing a (mis)alignment with the aim of the CDM to bridge the social divide between mainstream and minority communities.

Practical implications

This study’s findings offer salient implications for CDMs and similar service providers that enables social inclusion and policymakers.

Originality/value

This study contributes to the service domain by highlighting the importance of the alignment between provider and customer resources to co-create value within a culturally diversified context. That is, CDMs can learn from the misalignment of their resources and those of their visitors to improve their resource offerings and achieve greater social inclusion outcomes in the future.

Details

European Journal of Marketing, vol. 56 no. 3
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 25 February 2019

Wayne Read, Nichola Robertson, Lisa McQuilken and Ahmed Shahriar Ferdous

This paper aims to develop and empirically test a theoretical framework of consumer engagement with brands on Twitter.

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Abstract

Purpose

This paper aims to develop and empirically test a theoretical framework of consumer engagement with brands on Twitter.

Design/methodology/approach

Depth interviews were conducted to gain initial insights into consumer engagement on Twitter. Using a blend of the extant literature and interview findings, a theoretical framework, including antecedents, outcomes and moderators, was developed and empirically tested using cross-sectional survey data.

Findings

Brand customer service and brand intimacy positively influence consumer engagement on Twitter, and consumer engagement mediates the relationship between these antecedents and consumer co-promotion intentions. Consumer perceptions of a brand account’s popularity on Twitter and their likelihood of adding value to a brand are found to be moderators within the conceptual framework.

Research limitations/implications

Caution needs to be exercised in generalising these findings beyond the Twitter context, and the use of a cross-sectional survey means causality cannot be inferred.

Practical implications

Brands need to be perceived as providing excellent customer service and intimate brand knowledge on Twitter to drive consumer engagement and co-promotion. Brands are recommended to develop strategies to increase their Twitter following, including rewarding consumers for their contributions on the brand’s Twitter account to signal that they are valued.

Originality/value

The authors add to the emerging literature on consumer engagement on social media in two key ways, by developing and testing a theoretical framework of consumer engagement in the Twitter context and by identifying moderators in the consumer engagement process on Twitter.

Details

European Journal of Marketing, vol. 53 no. 9
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 6 September 2013

Ahmed Shahriar Ferdous and Michael Jay Polonsky

The purpose of this paper is to examine whether the theory of planned behavior (TPB) can be used to explain financial salespeople ' s ethical selling intentions and…

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Abstract

Purpose

The purpose of this paper is to examine whether the theory of planned behavior (TPB) can be used to explain financial salespeople ' s ethical selling intentions and behaviour in developing countries. Understanding salespeople ' s ethical intentions and behaviour is important as consumers in developing countries are more at risk of ethical abuse arising from higher information asymmetry, their lower levels of financial literacy and less effective services regulation relating to ethical sales practices. Developing countries also have fewer governmental social support mechanisms, making the purchase of insurance more important for protecting consumers ' financial well-being.

Design/methodology/approach

The paper examines 205 Bangladeshi financial salespeople ' s ethical selling intentions and behaviour using the TPB. Structural equation modeling is used to analyze the constructs and overall model.

Findings

The findings identify that attitudes, subjective norms and perceived behaviour control (PBC) affect ethical selling intentions which, in turn, predict salespeople ' s ethical sales behaviour. However, PBC does not directly relate to ethical sales behaviour.

Research limitations/implications

Understanding of the determinants of financial salespeople ' s ethical selling intentions and behaviour is important for firms in developing countries and identifies that they need to develop effective management systems and foster organisational cultures that engender ethical behaviour. This is important in developing countries where ethical abuses and lapses will result in harm to consumers who have limited financial resources.

Originality/value

The results identify that the TPB applies to the selling of financial services in developing countries and, thus, broadens the applications and contexts of the TPB model. It also provides some managerial guidance as to how potential ethical breaches might be limited.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 25 no. 4
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 26 July 2011

Ahmed Shahriar Ferdous and Shahid Hossain

The purpose of this paper is to explore how different types of firms relate to their markets in terms of contemporary marketing practices (CMP) in an emerging country, Bangladesh…

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Abstract

Purpose

The purpose of this paper is to explore how different types of firms relate to their markets in terms of contemporary marketing practices (CMP) in an emerging country, Bangladesh. Additionally, the paper also examines the various marketing performance measures used by Bangladeshi firms.

Design/methodology/approach

The CMP survey was used on 165 marketing managers chosen from a range of industrial sectors as a basis for data collection. Data were analyzed using cluster analysis and other descriptive statistics.

Findings

The study found that a pluralistic marketing approach is predominant among the majority of the Bangladeshi firms, while few other firms also practise transactional marketing. Results also reveal that Bangladeshi firms apply a blend of performance indicators rather than relying on specific financial‐ or client‐based measures to evaluate business success.

Research limitations/implications

The present study provides a benchmark for future studies on CMP in emerging/developing countries and inspires further research designed to deepen understanding about how marketing is practised in emerging markets and how they may differ from developed markets.

Originality/value

Since very few studies have been conducted regarding CMP by incorporating both business‐to‐business and consumer goods/services firms for a specific country into an emerging market, this study adds a new dimension to the horizon of CMPs.

Details

Journal of Asia Business Studies, vol. 5 no. 2
Type: Research Article
ISSN: 1558-7894

Keywords

Article
Publication date: 1 August 2008

Ahmed Shahriar Ferdous and Batul Towfique

The purpose of this paper is to investigate the overall attitudes of consumers in Bangladesh toward marketing. The paper also empirically tests for associations between consumer…

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Abstract

Purpose

The purpose of this paper is to investigate the overall attitudes of consumers in Bangladesh toward marketing. The paper also empirically tests for associations between consumer attitudes toward marketing, satisfaction with marketing mix and perception of government regulation in least developing countries (LDCs) using the structural equations modelling.

Design/methodology/approach

A multi‐stage cluster sample of 600 consumers was surveyed to measure consumer sentiment toward marketing in Bangladesh and to test the theoretical model. Data were analyzed using analysis of variances and structural equations modelling.

Findings

The study found Bangladeshi consumers are aggregately more unfavourable towards marketing practices in comparison to transitional countries and less unfavourable in comparison to developed ones. The marketing sentiment scale showed evidence of divergent, convergent and predictive validity. The results from the structural equation paths provided evidence that associations do exist between attitudes toward marketing, satisfaction and government regulation variables. The study also revealed that there were no significant differences in attitude towards government regulation with respect to various demographics variables.

Research limitations/implications

This is the first such research carried out in an LDC, similar studies need to be carried out in other LDCs to validate the findings further.

Practical implications

It gives an insight into the mind of the Bangladeshi consumers. It can be useful for marketers in designing effective marketing programs and positioning of existing and future products in LDCs.

Originality/value

This is the first measurement of consumer sentiment towards marketing in a LDC. In addition, the study empirically provides evidence for researchers and practitioners that significant associations do exist between consumer attitudes toward marketing, satisfaction and government regulation variables.

Details

Marketing Intelligence & Planning, vol. 26 no. 5
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 2 February 2015

Morteza Khojastehpour, Ahmed Shahriar Ferdous and Michael Polonsky

The purpose of this paper is to focus on the differences between managing domestic corporate brands (DCBs) and multinational corporate brands (MCBs), and presents a framework…

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Abstract

Purpose

The purpose of this paper is to focus on the differences between managing domestic corporate brands (DCBs) and multinational corporate brands (MCBs), and presents a framework highlighting six types of complexity associated with managing both forms of corporate brands in an international business context.

Design/methodology/approach

This paper proposes a framework addressing six types of complexity involved in managing DCBs and MCBs drawing on the literature related to corporate branding, corporate brands, and domestic and multinational corporations. The six types of complexity examined include: strategic role, organisational structure, culture, knowledge, positioning and extended responsibility.

Findings

The research identifies that DCBs have a lower degree of complexity in regard to strategic role, knowledge and positioning, but have a higher level in regard to organisational structure, cultural and extended responsibility complexity. MCBs face more complexity than DCBs across all dimensions because they operate across business environments and need to coordinate activities while adapting to environmental differences.

Practical implications

The findings highlight the importance of environmental complexity for firms managing brands globally. The issues of complexity identified in this paper need to be understood if firms are to effectively build and manage their corporate brands within and across markets.

Originality/value

The paper highlights the concepts of DCBs and MCBs, and identifies the factors that contribute to the complexity of managing these two types of corporate brands domestically and internationally.

Details

Corporate Communications: An International Journal, vol. 20 no. 1
Type: Research Article
ISSN: 1356-3289

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