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Article
Publication date: 11 August 2021

Amjad Shamim, Junaid Siddique, Uzma Noor and Rohail Hassan

This study aims to explore the customers’ behaviour towards online shopping during COVID-19 in a Muslim country and proposes a co-creative service design for online…

Abstract

Purpose

This study aims to explore the customers’ behaviour towards online shopping during COVID-19 in a Muslim country and proposes a co-creative service design for online businesses (webstore) in the post-COVID-19 era.

Design/methodology/approach

The study used a qualitative design for collecting the data where in-depth interviews from 18 customers were conducted following the qualitative design protocol. Due to the limitation of physical distancing, the interviews were conducted online using Microsoft teams.

Findings

Based on the findings, new potential services are proposed for webstores for customer engagement, the need for expansion of product lines and safety measures for customers and staff during and post-COVID-19 era. Following the findings, a co-creative service design is proposed for webstores to revamp the business during and post-COVID-19.

Originality/value

The study is unique because it has developed various unique strategic factors essential for revamping online businesses for better growth in post-COVID-19. The proposed new co-creative service design model for an online service provider is expected to create customers engagement and loyalty during and in post-COVID-19.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 14 September 2022

Jiseon Ahn and Amjad Shamim

The advent of COVID-19 was followed by an increased demand for organic products along with newfound customer interest in healthy consumption habits. This study aims to…

Abstract

Purpose

The advent of COVID-19 was followed by an increased demand for organic products along with newfound customer interest in healthy consumption habits. This study aims to explore the impact of multidimensional consciousness on consumers’ attitudes and purchasing intentions toward organic food brands.

Design/methodology/approach

Given the importance of culture on customers’ decision-making, data were collected from the USA and India to examine the potential cultural differences with respect to organic products. A conceptual model is derived and tested using partial least squares structural equation modeling.

Findings

The results indicate that organic consciousness (e.g. for organic standards) is the most important predictor of attitudes, whereas environmental consciousness appears to be the prime motive in the formation of purchase intentions. Multidimensional (i.e. organic, environment, health and social) consciousness can predict attitude and intention. However, organic standards and social consciousness fail to directly influence customers’ purchasing intention. The impact of each dimension of consciousness varies between USA and Indian customers.

Originality/value

This study provides an understanding of customers’ sustainable consumption behavior by clarifying the relative impact of multidimensional perceived values. Also, because of the growth of organic food market globally, the findings of this study offer valuable insights by identifying the cultural difference between Western and Eastern customers’ behavior.

Details

Social Responsibility Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1747-1117

Keywords

Article
Publication date: 26 October 2020

Maheen Iqbal Awan, Amjad Shamim and Jiseon Ahn

In the prevailing COVID-19 pandemic, organizations now are expected to serve customers who are highly conscious of safety and sanitation. Among others, the hospitality…

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Abstract

Purpose

In the prevailing COVID-19 pandemic, organizations now are expected to serve customers who are highly conscious of safety and sanitation. Among others, the hospitality industry is significantly and negatively influenced by this pandemic. Given the unique characteristics of services, using advanced technology is not enough to create a memorable experience without physical interaction between service providers and customers. Thus, this study aims to define the “new normal” for service customers and to explore the “new service design” for the hotel industry.

Design/methodology/approach

As most of the Southeast Asian countries heavily rely on the tourism industry, this study focuses on one of the emerging tourism destinations in this region, Malaysia. The data is collected through in-depth interviews with 17 potential national and international tourists.

Findings

The results suggest that considering the “new normal” for customers, there is an immediate need for the hotel industry to revamp their service design by mainly practicing disinfection and sanitation activities, re-designing overall infrastructure and introducing promotional offers.

Originality/value

This study is novel in its kind as it provides useful guidelines for both practitioners and academicians/researchers. Under this crucial time, very few research is conducted specifically focusing on the hotel industry and tourists’ behaviors amidst the COVID-19 pandemic. The study will provide in-depth knowledge about tourists’ expectations from the hotel services, especially in their own voices.

Details

Journal of Islamic Marketing, vol. 12 no. 3
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 13 November 2017

Amjad Shamim, Zulkipli Ghazali and Pia A. Albinsson

The purpose of this research is to develop a scale for measuring customer value co-creation attitude (CVCCA).

2679

Abstract

Purpose

The purpose of this research is to develop a scale for measuring customer value co-creation attitude (CVCCA).

Design/methodology/approach

Scale development procedures are used for item generation, item purification and validation. Two studies are conducted. In Study 1, exploratory and confirmatory factor analysis is used to generate and confirm the factorial structure of the CVCCA construct. Study 2 validates the scale on a large field sample.

Findings

The study develops a new scale for measuring CVCCA. Results suggest that CVCCA is a higher-order construct comprising three dimensions: interaction attitude, knowledge sharing attitude and responsive attitude. Additionally, experiential value significantly predicts CVCCA, which subsequently leads to customer value co-creation behaviour confirming nomological validity of the scale.

Research limitations/implications

The CVCCA scale should be of interest for researchers in exploring factors and outcomes of CVCCA. The scale is useful to managers who are interested in measuring their customers’ co-creation of value attitude and their willingness to engage in value co-creation behaviour.

Originality/value

This is the first scale using the service logic of marketing lens. The scale is found to be a valid and reliable tool to measure customer attitude to engage in value co-creation.

Details

Journal of Consumer Marketing, vol. 34 no. 7
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 21 July 2022

Maheen Iqbal Awan, Amjad Shamim, Muhammad Shoaib Saleem and Shahbaz Shabbir Gill

The purpose of this study is to develop a scale for measuring service inclusion for tourists with disabilities in tourism and hospitality services. Transformative service…

175

Abstract

Purpose

The purpose of this study is to develop a scale for measuring service inclusion for tourists with disabilities in tourism and hospitality services. Transformative service research serves as the basis for the conceptualization and dimensionality.

Design/methodology/approach

To develop and purify the items as well as develop dimensions, standard scale development procedures were applied. Two studies were undertaken. In Study 1, the factorial structure of the service inclusion was constructed and confirmed using exploratory and confirmatory factor analysis. In Study 2, the field study was conducted to validate the scale.

Findings

The study developed a new scale for measuring service inclusion. The results show that service inclusion is a higher-order construct with four dimensions, namely, enabling opportunity, offering choice, relieving suffering and fostering happiness. Furthermore, service inclusion has a significant effect on tourists’ well-being perception, which results in more favorable behavioral responses. The newly constructed scale is declared as valid and reliable by the study that examined it for nomological validity by examining the relationship between service inclusion and tourists’ perceptions of their well-being.

Originality/value

To the best of the authors’ knowledge, this study is the first to develop measurement scale for service inclusion in the tourism and hospitality industry. The scale is proven as reliable and valid and is well suitable for measuring service inclusion for tourists with physical disabilities. It has potential to use for other relevant service contexts.

Article
Publication date: 7 January 2013

Amjad Shamim and Muhammad Mohsin Butt

The purpose of this paper is to explore the direct and indirect influence of brand experience on a customer's brand attitude, brand credibility and customer-based brand…

6334

Abstract

Purpose

The purpose of this paper is to explore the direct and indirect influence of brand experience on a customer's brand attitude, brand credibility and customer-based brand equity. Design/methodology/approach

Design/methodology/approach

The data were collected from 400 users of mobile hand sets, using convenience sampling technique. Data were analysed using structural equation modelling procedure to test the proposed relationships in the model. Findings

Findings

The results indicate that the data were a good fit to the proposed model. All the paths in the model remained statistically significant. Although, Chi square test was not significant (6.10, df, 2, p

Research limitations/implications

This research investigates the proposed model for a single product category. Future researchers can test the model for other product and service categories. Also, this research only explores the three most critical outcomes of brand experience; however future researchers can incorporate satisfaction, loyalty and commitment as the possible outcome of brand experience.

Practical implications

This study demonstrates that brand experience can directly and indirectly influence some of the most important concepts in branding literature. This model will help managers to understand how investments in different aspects of branding process lead towards brand differentiation.

Originality/value

This research is the first of its type that incorporates brand credibility, attitude and equity as the consequences of brand experience in a single causal model.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 25 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 8 February 2016

Amjad Shamim, Zulkipli Ghazali and Pia A. Albinsson

The purpose of this paper is to investigate the influence of corporate brand experience (CBE) on customer value co-creation attitude and behaviour (CVCCA and CVCCB). By…

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Abstract

Purpose

The purpose of this paper is to investigate the influence of corporate brand experience (CBE) on customer value co-creation attitude and behaviour (CVCCA and CVCCB). By integrating congruity theory with the theory of reasoned action, the study proposes an integrated model for developing CVCCB in a retailing context.

Design/methodology/approach

Structural Equation Modelling, using AMOS software was conducted using a sample of 711 respondents from four hypermarkets located in five Malaysian states.

Findings

The research findings indicate that CBE plays a significant role for developing customer attitude and behaviour of value co-creation activities. Results show that CBE has a strong positive influence on CVCCA and subjective norms (SN) which further lead to CVCCB. SN were found to be a partial mediator between CBE and CVCCA. CVCCA was found to be a partial mediator between SN and CVCCB. Full mediation of CVCCA and SN between CBE and CVCCB is confirmed.

Originality/value

The research contributes to value co-creation literature by proposing an integrated model for developing CVCCB in retailing. This research opens avenues for future research to consider the importance of brand experiences in value co-creation practices.

Details

International Journal of Retail & Distribution Management, vol. 44 no. 2
Type: Research Article
ISSN: 0959-0552

Keywords

Content available
Article
Publication date: 25 June 2010

Amjad Shamim

1432

Abstract

Details

Journal of Islamic Marketing, vol. 1 no. 2
Type: Research Article
ISSN: 1759-0833

Article
Publication date: 2 March 2015

Usman Yousaf, Amjad Shamim, Hafsa Siddiqui and Maham Raina

– The purpose of this paper is to study the influence of entrepreneurial attributes, subjective norms and perceived desirability on entrepreneurial intentions.

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Abstract

Purpose

The purpose of this paper is to study the influence of entrepreneurial attributes, subjective norms and perceived desirability on entrepreneurial intentions.

Design/methodology/approach

The data were collected from the business students of the Quaid-i-Azam School of Management Sciences, Quaid-i-Azam University, Islamabad, Pakistan. In total, 200 questionnaires were circulated among students of which, 185 were returned, representing 92.5 per cent response rate. After discarding incomplete and biased questionnaires, 170 were left for further analysis. The SPSS 20.0 was used to perform statistical analysis.

Findings

The research finds that students’ entrepreneurial attitude, perceived desirability and subjective norms significantly lead to the development of students’ intentions to become entrepreneurs. Interestingly, the student’s existing skills and capabilities do not prove to be a significant predictor of their intentions to become entrepreneurs. The study concludes that the students can become successful entrepreneurs even without existing entrepreneurial skills and capabilities, provided that they have the entrepreneurial attitude, desirability and support by the community.

Research limitations/implications

Limited sample size is one of the main limitations which confines its generalizability. Nonetheless, this research can create a ripple effect to further explore the factors on a large-scale sample in different cities, universities and countries.

Originality/value

In the existing economic crises in the country, developing entrepreneurs is one of the important ways to boost-up financial growth. Students are one of the best potential segments, in this regard, to be developed as potential future entrepreneurs. Research on student’s intentions to become entrepreneurs in Pakistan is limited. This research had added value in both theory and practice by identifying the factors that can develop students’ intentions to become entrepreneurs.

Details

Journal of Entrepreneurship in Emerging Economies, vol. 7 no. 1
Type: Research Article
ISSN: 2053-4604

Keywords

Content available

Abstract

Details

Library Hi Tech, vol. 40 no. 3
Type: Research Article
ISSN: 0737-8831

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