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Article
Publication date: 29 October 2018

Mohammed Ismail El-Adly and Amjad Abu ELSamen

This paper aims to measure customer-based brand equity in the context of hotels, and to develop and empirically validate a new scale, named guest-based hotel equity…

Abstract

Purpose

This paper aims to measure customer-based brand equity in the context of hotels, and to develop and empirically validate a new scale, named guest-based hotel equity (GBHE), by incorporating the customer perceived value of hotels as a multidimensional construct in addition to its traditional dimensions (i.e. brand awareness and brand image).

Design/methodology/approach

A structured and self-administered survey was used, targeting 348 hotel guests who were surveyed about their experience with the last hotel they had stayed in during the previous year. Exploratory and confirmatory factor analyses were used to assess the research constructs dimensions, unidimensionality, convergent and discriminant validity and composite reliability.

Findings

The empirical findings indicate that GBHE is a multidimensional construct with nine dimensions, namely, hotel awareness, hotel overall image and seven dimensions of customer perceived value (i.e. the values of price, quality, self-gratification, aesthetics, prestige, transaction and hedonism). The new scale is found to have excellent psychometric properties; it has demonstrated its predictive power on behavioral intentions.

Research limitations/implications

Although the authors believe that the sample size was reasonable and adequate for conducting CFA analysis, a bigger sample would be better and might increase the robustness of the proposed scale. In addition, to avoid the retrieval failure problem, hotel guests should be surveyed just after their stay in the hotel or not long afterwards. Further, the hotel classification or hotel star rating was not considered in developing and validating the GBHE scale.

Practical implications

The findings of this study provide hotel managers with a new tool to use in assessing the experiential value of the hotel brand equity, other than conventional hotel awareness and brand image. Further, using the multidimensional construct of perceived value provides hotel managers with more insights into what aspects of hotel brand equity they should focus on to influence the behavioral intentions of their guests.

Originality/value

The originality of this research is highlighted in several points. First, it develops and empirically validates a new scale to measure customer-based brand equity in the hotel context, that is, GBHE. Second, it incorporates the customer perceived value of hotels not as a unidimensional construct that is concerned only with cost, but as a multi-dimensional construct which includes in the GBHE scale dimensions that are both cognitive (i.e. of price and quality) and affective (i.e. of self-gratification, aesthetics, prestige, transaction and hedonism) in addition to its traditional dimensions (i.e. brand awareness and brand image). Third, it assesses the predictive power and relative importance of the GBHE dimensions for behavioral intentions (i.e. loyalty to hotels). Finally, no research has been done so far on the brand equity of hotels in the United Arab Emirates (UAE), although it is considered a fertile soil for tourism in the Arabian region.

Details

Journal of Product & Brand Management, vol. 27 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

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Article
Publication date: 1 October 2018

Amjad Abu ELSamen and Mamoun N. Akroush

The purpose of this paper is to examine the mediating role of salespeople’s customer orientation on the relationship between sales manager personal characteristics, fellow…

Abstract

Purpose

The purpose of this paper is to examine the mediating role of salespeople’s customer orientation on the relationship between sales manager personal characteristics, fellow salespeople’s characteristics, job satisfaction and adaptive selling and salespeople’s performance in the insurance industry in Jordan.

Design/methodology/approach

A structured and self-administered survey was employed targeting 500 insurance salespeople working at insurance companies operating in Jordan. The final sample size was 320 salespeople representing a response rate of 64 percent. A Confirmatory factor analysis was used to assess the research constructs dimensions, unidimensionality, validity and composite reliability. Structural path analysis was also used to test the hypothesized relationships of the research model.

Findings

The empirical findings indicate that salespeople’s customer orientation fully mediates the effect of fellow salespeople’s characteristics and adaptive selling on salespeople’s performance. Sales managers’ personal characteristics have a direct effect on salespeople’s performance, contrary to job satisfaction that had no effect on salespeople’s performance.

Research limitations/implications

This paper has examined only five factors that affected directly and indirectly salespeople’s performance; meanwhile other factors may affect their performance, such as salespeople experience, internal marketing and corporate image. Additionally, the fact that paper’s sample consisted only of insurance salespeople working at insurance companies limits its generalization potential to other industries.

Practical implications

The findings emphasize the importance of fostering good relationships among fellow salespeople’s characteristics and adaptive selling strategies. Further, sales managers’ personal characteristics directly affecting salespeople’s performance signifies the importance to hire managers with the right personal approach.

Originality/value

This paper represents one of the early attempts that investigate factors affecting salespeople’s performance through the mediating role of customer orientation. Accordingly, the findings shed more light into the strategic role of this construct in enhancing salespeople’s performance. Also, the paper is the first of its kind to build and examine an integrated model of salespeople’s performance in the insurance market of Jordan, which provides valuable empirical evidence concerning the drivers of salespeople’s performance in the insurance industry in Jordan.

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Article
Publication date: 30 May 2019

Amjad A. Abu-Elsamen, Mamoun N. Akroush, Nermeen A. Asfour and Hana Al Jabali

This paper aims to examine contextual factors affecting intention to purchase energy-saving products (ESPs), via a research model integrating environmental awareness…

Abstract

Purpose

This paper aims to examine contextual factors affecting intention to purchase energy-saving products (ESPs), via a research model integrating environmental awareness, perceived performance risk and perceived financial risk with the theory of reasoned action (TRA).

Design/methodology/approach

In total, 474 targeted Jordanian householders completed a structured survey, providing data for exploratory and confirmatory factor analyses and for structural path analysis to test the research model and hypotheses.

Findings

Attitude most strongly predicts purchase intention. Environmental awareness positively influences subjective norms and reduces perceived performance and financial risks, which are related to purchase intention.

Research limitations/implications

This research examines perceived performance and financial risks. Others including social and physical risks have research potential. Future research on international marketing strategy and cross-cultural consumer behavior could compare Jordan with its oil-producing neighbors.

Practical implications

Environmental awareness affects ESP purchase intention. Marketing strategy should focus on reducing perceived functional and financial risks while enhancing subjective norms by encouraging positive word of mouth.

Social implications

The findings enhance environmental sustainability by indicating ways of reducing energy consumption and increasing the usage of environmentally friendly products. The study addresses behavioral and social aspects of green products, whereas most ESP suppliers focus on technology.

Originality/value

The study’s major theoretical contribution is incorporating perceived risk and environmental awareness into the TRA to better understand intention to purchase ESPs. Empirically, it conceptualizes and tests an integrated model of determinants of attitudes and intentions with new insights from an emerging market.

Details

Sustainability Accounting, Management and Policy Journal, vol. 10 no. 2
Type: Research Article
ISSN: 2040-8021

Keywords

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Article
Publication date: 14 June 2013

Mamoun N. Akroush, Amjad A. AbuElSamen, Ghazi A. Samawi and Abdelhadi L. Odetallah

The purpose of this paper is to examine an empirical model of internal marketing (IM) and internal service quality (ISQ) in tourism restaurants operating in Jordan.

Abstract

Purpose

The purpose of this paper is to examine an empirical model of internal marketing (IM) and internal service quality (ISQ) in tourism restaurants operating in Jordan.

Design/methodology/approach

A structured and self‐administered survey was employed targeting managers and employees of tourism restaurants operating in Jordan. A sample of 334 of tourism restaurants managers and employees were involved in the survey. A series of exploratory and confirmatory factor analyses were used to assess the research constructs dimensions, unidimensionality, validity and composite reliability. Structural path model analysis was also used to test the hypothesised interrelationships of the research model.

Findings

The empirical findings indicate that IM consists of six dimensions: staff recruitment, staff training, internal communications, staff motivation, job security and staff retention. Staff recruitment, staff training, and internal communications positively and significantly affected staff motivation. Staff recruitment and internal communications positively and significantly affected ISQ. Staff motivation positively and significantly affected job security, and job security positively and significantly affected staff retention. Finally, staff retention has positively and significantly affected ISQ. Staff recruitment exerted the strongest effect on both staff motivation and ISQ.

Research limitations/implications

Theoretically, the authors examined only six components of IM that lead to ISQ; meanwhile other components could affect ISQ. There could also be other factors that affect the practice and components of IM and ISQ. This research has also examined the effect of IM and ISQ only. The potential effect of ISQ on business performance needs to be examined.

Practical implications

Tourism restaurants managers should have a holistic approach for IM and ISQ. Three dimensions of ISQ – reliability, assurance and empathy – loaded on one factor named “interaction quality”. This finding has important implications since it reveals that “internal customers” (employees) have “working needs” that should be met in order to meet and satisfy external customers’ needs. Managers and executives can benefit from the research findings while designing their IM and ISQ strategies to achieve long‐term organisational objectives.

Originality/value

This is the first research effort devoted to examining the interrelationships of IM and ISQ in tourism restaurants. Executives and managers can benefit from the research findings while designing their IM and ISQ strategies to achieve long‐term organisational objectives. International tourism organisations planning to expand their operations Jordan's tourism industry have now valuable empirical evidence regarding two important concepts in this industry – IM and ISQ.

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Article
Publication date: 22 November 2011

Amjad A. AbuELSamen, Mamoun N. Akroush, Fayez M. Al‐Khawaldeh and Motteh S. Al‐Shibly

The purpose of this paper is to examine the relationship between customer service skills and customers' loyalty through examining the mediation effect of customer…

Abstract

Purpose

The purpose of this paper is to examine the relationship between customer service skills and customers' loyalty through examining the mediation effect of customer satisfaction dimensions in Jordan's mobile service operators.

Design/methodology/approach

To achieve the research objectives, data were collected from 1,350 subscribers in Jordan from which 1,007 were valid for the analysis. Utilizing structural equation modeling, and after a series of exploratory and confirmatory factor analyses, the authors tested an integrated model of customer service skills and customer loyalty through examining the meditational effects of customer service satisfaction dimensions on the relationship between customer service skills and customer loyalty.

Findings

It was found that three of customer service skills components, namely; reputation building skills, nonverbal communication skills, and customer service culture have positive relationships with customer service satisfaction dimensions (overall, functional, and technical customer satisfaction). Also, overall customer service satisfaction and technical customer service satisfaction dimensions fully mediated the relationships between customer service skills and customer loyalty.

Originality/value

This is the first attempt to investigate the relationship between customer service skills and customer loyalty through customer service satisfaction dimensions as mediators, either in Jordan or other developing countries. The authors' results also provide significant managerial implications on how to acquire and retain loyal customers in today's highly competitive telecommunications market, and the vital role of customer service satisfaction dimensions on the relationship between customer service skills and customer loyalty.

Details

International Journal of Commerce and Management, vol. 21 no. 4
Type: Research Article
ISSN: 1056-9219

Keywords

Content available
Article
Publication date: 17 September 2018

Cleopatra Veloutsou and Francisco Guzman

Abstract

Details

Journal of Product & Brand Management, vol. 27 no. 6
Type: Research Article
ISSN: 1061-0421

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