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Article
Publication date: 18 June 2018

Apostolos Giovanis, George Pierrakos, Ioannis Rizomyliotis and Spyridon Binioris

In contrast to the reflective approach of service quality measurement, this paper aims to propose and validate a parsimonious multidimensional second-order formatively…

Abstract

Purpose

In contrast to the reflective approach of service quality measurement, this paper aims to propose and validate a parsimonious multidimensional second-order formatively measured model of service quality for primary health-care services provided by hospital outpatient departments. The index’s empirical validity is examined by investigating the strength of its relationship with certain behavioral responses such as patient satisfaction and behavioral intentions.

Design/methodology/approach

Data were collected through a stratified random sampling from eight hospital outpatient departments in Greece. Covariance-based structural equation modeling techniques were used to validate the proposed service quality index and further investigate its effect on patient satisfaction and behavioral intention.

Findings

The data analysis indicated that the proposed formative index is fully functional with medical care being the factor and mostly contributes to service quality perception, followed by administrative service and staff performance, and facilities condition and nursing care. It, further, confirmed the partial mediating role of satisfaction, as it enhances the high impact of service quality on behavioral intentions.

Research limitations/implications

The relationships among hospital outpatient departments service quality, patient satisfaction and behavioral intentions were validated with data from one country and a health-care system which is state driven and funded.

Practical implications

An understanding of hospital primary health-care service quality formation is important to health-care decision makers because it offers them the opportunity to consider patients’ needs and wants, and takes the appropriate actions for improving the relevant underling procedures in a more efficient manner to achieve favorable behavioral responses.

Originality/value

The paper manages to propose and empirically evaluate a formatively measured approach of service quality and investigate the effects of the proposed index on patient satisfaction and behavioral intention, especially in the hospital outpatient services context in Greece.

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Article
Publication date: 12 February 2019

Apostolos Giovanis, Pinelopi Athanasopoulou, Costas Assimakopoulos and Christos Sarmaniotis

The purpose of this paper is to investigate which of four well-established theoretical models (i.e. technology acceptance model, theory of planned behavior, unified theory…

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1664

Abstract

Purpose

The purpose of this paper is to investigate which of four well-established theoretical models (i.e. technology acceptance model, theory of planned behavior, unified theory of acceptance and use of technology, decomposed theory of planned behavior (DTPB)) best explains potential users’ behavioral intentions to adopt mobile banking (MB) services.

Design/methodology/approach

Drawing on data from 931 potential users in Greece, the structural equation modeling method was used to examine and compare the four models in goodness-of-fit, explanatory power and statistical significance of path coefficients.

Findings

Results indicate that the best model is an extension of the DTPB with perceived risk (PR). Customers’ attitude, determined by three rationally-evaluated MB attributes (usefulness, easiness and compatibility), is the main driver of consumers’ intentions to adopt MB services. Additionally, consumers’ perceptions of availability of knowledge, resources and opportunities necessary for using the service, and the pressure of interpersonal and external social contexts toward the use of MB are the other two, less important, adoption drivers. Finally, PR negatively affects attitude formation and inhibits willingness to use MB services.

Practical implications

Findings can help marketers of financial institutions to select the more parsimonious model to develop appropriate marketing strategies to increase adoption rates of MB services.

Originality/value

This is the first study that compares the performance of four well-known innovation adoption models to explain consumers’ behavior in the MB context.

Details

International Journal of Bank Marketing, vol. 37 no. 5
Type: Research Article
ISSN: 0265-2323

Keywords

Content available
Article
Publication date: 13 November 2018

Apostolos Giovanis and Pinelopi Athanasopoulou

The purpose of this study is to develop and empirically test a lovemark measure that can be used to identify how brands of wireless-enabled computing devices are…

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8530

Abstract

Purpose

The purpose of this study is to develop and empirically test a lovemark measure that can be used to identify how brands of wireless-enabled computing devices are classified based on customers’ respect and love toward them.

Design/methodology/approach

On evidence drawn from 1,016 consumers of wireless-enabled computing devices (e.g. netbooks and tablets) in Greece, partial least squares method is used to test the validity of the proposed hierarchical model.

Findings

Results show that a lovemark measure can be conceptualized as a third-order reflective construct having respect and love as its second-order dimensions. In turn, respect reflects on brand performance, trust and reputation, and love reflects on brand commitment, intimacy and passion. The proposed measure presents a very good external validity as it can explain big portions of variance in consumer responses including repurchase intentions, positive WOM and willingness to pay a price premium. Finally, the proposed measure is used to classify eight well-known devices as products, fads, brands and lovemarks and identify the love styles associated with brand relationships.

Originality/value

This paper provides empirical evidence for measuring and identifying lovemarks using a hierarchical model, which can be further used to develop a more effective strategy for managing the functional and emotional aspects of brands to strengthen consumer-brand relationships.

Propósito

El objetivo de este estudio es el desarrollo metodológico y validación empírica de una escala para clasificar las marcas de productos tecnológicos en base a las dos dimensiones que caracterizan a las marcas Lovemark: el respecto y amor.

Diseño/metodología/enfoque

Con una base de datos recogidos de una muestra de 1.106 consumidores de productos tecnológicos (e.g., tablets y portátiles pequeños) en Grecia, se usa PLS para testar la validez del modelo jerárquico propuesto.

Resultados

Los resultados ponen de manifiesto que el concepto Lovemark puede ser conceptualizado como un constructo reflectivo de tres dimensiones siendo el respeto y el amor hacia la marca las dimensiones de segundo orden. A su vez, el respeto hacia la marca refleja el desempeño, la confianza y reputación de la marca mientras que el amor queda reflejado en conceptos tales como el compromiso, la intimidad y la pasión. La medida propuesta presenta una aceptable validez externa pues es capaz de explicar mayor porcentaje de la varianza de las intenciones de compra, la comunicación boca-oreja positiva y la disposición a pagar un mayor precio por la marca. Finalmente, se demuestra la utilidad de la medida propuesta para clasificar ocho marcas conocidas según los niveles de amor y respeto que los consumidores manifiestan hacia las mismas así como identificar los estilos de amor asociados a la relación que los consumidores mantienen con estas marcas.

Originalidad/valor

Este trabajo ofrece evidencias empíricas para medir e identificar las Lovemark usando un modelo jeráquico que puede ser utilizado posteriormente para desarrollar una estrategia más efectiva en la gestión de los aspectos funcionales y emocionales de las marcas como medio para fortalecer las relaciones marca-consumidor.

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Article
Publication date: 6 September 2017

Apostolos Giovanis and Pinelopi Athanasopoulou

In emerging devices (smartphones, tablets, and notebooks) markets, increasing brand loyalty is critical for suppliers. Generation Y (Gen Y) is the first global target…

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2450

Abstract

Purpose

In emerging devices (smartphones, tablets, and notebooks) markets, increasing brand loyalty is critical for suppliers. Generation Y (Gen Y) is the first global target group and the best customer segment for emerging devices. The purpose of this paper is to propose a conceptual framework that assesses the brand value of emerging devices as perceived by Gen Y-ers, identify the components that contribute to its formulation, and investigate its relative influence on the development of brand relationships, represented by satisfaction and brand trust, and on brand loyalty.

Design/methodology/approach

A mall-intercept survey of a sample of 1,109 Gen Y consumers was implemented using a structured questionnaire with established scales. Data were analyzed with PLS-PM, a SEM methodology.

Findings

Results show that brand satisfaction and reliability are the main drivers of Gen Y-ers’ brand loyalty followed by brand intentions, while both trust dimensions (reliability and intentions) and satisfaction partially mediate the relationship between brand value and brand loyalty. Brand value is also directly related to brand loyalty irrespective of consumer-brand relationship quality. Also, functional value-quality and emotional value are shown to be the most important components for brand value formulation followed by functional value-price and brand reputation (BRP) whereas symbolic value is the least important.

Research limitations/implications

The sample is country specific and this may affect generalizability of findings. Also, the cross-sectional design adopted does not reflect temporal changes.

Practical implications

Emerging devices should provide customers both functional (e.g. advanced features, attractive style, quality, durability) and emotional (entertainment, communication) benefits in order to increase brand loyalty. Furthermore, firms should manage their BRP since it can affect significantly brand value, customer-brand relationship quality, and brand loyalty.

Originality/value

The model developed provides a useful guideline for marketers in identifying the most important brand benefits for Gen Y-ers for developing relationships and stay loyal to a brand.

Details

Marketing Intelligence & Planning, vol. 35 no. 6
Type: Research Article
ISSN: 0263-4503

Keywords

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Article
Publication date: 25 October 2018

Apostolos Giovanis, Costas Assimakopoulos and Christos Sarmaniotis

The purpose of this paper is to identify the factors influencing the adoption of mobile self-service retail banking technologies, and the degree of influence of each…

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2198

Abstract

Purpose

The purpose of this paper is to identify the factors influencing the adoption of mobile self-service retail banking technologies, and the degree of influence of each factors leading their usage. Having mobile banking (MB) as the reference service and drawing on previous studies in the field, an extended Unified Theory of Acceptance and Use of Technology (UTAUT) model is proposed and empirically validated to investigate the impact of technology, social, channel and personal factors on potential customers’ usage intentions.

Design/methodology/approach

On evidence drawn, through a dedicated research instrument, from 513 non-users in Greece, the effects of the extended UTAUT’s drivers on MB adoption intentions are assessed using partial least squares path methodology.

Findings

The results indicated that technology-related factors, expressing innovation expected performance, and social influence are the leading determinants of MB adoption intentions, followed by the two channel-related factors, expressing perceived risk and trust toward MB usage, and potential users’ inherent innovativeness. Furthermore, the consideration of service experience as a moderating variable has shown that there is a significant difference in the effects of social influence and perceived trust on adoption intention between potential users with high and limited service experience.

Research limitations/implications

The sample is country specific and this may affect generalizability of findings. Also, the cross-sectional design adopted does not reflect the temporal changes.

Practical implications

From a practical point of view, the findings suggest that banks should consider, except of the technology-related factors of MB, the way that potential users perceive the channel-related factors as well as the individual differences in order to improve the MB acceptance level.

Originality/value

Although there are a few studies that use UTAUT to predict MB adoption, the proposed model is the first that combines four groups of MB adoption driving factors into a causal model in order to explain MB adoption intentions in a country which is facing severe financial crisis for the last eight years, Greece.

Details

International Journal of Retail & Distribution Management, vol. 47 no. 9
Type: Research Article
ISSN: 0959-0552

Keywords

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Article
Publication date: 19 September 2016

Apostolos Giovanis

Given its importance in the brand management of service firms, the present research initiative primarily concerns the investigation of the formation process of…

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2340

Abstract

Purpose

Given its importance in the brand management of service firms, the present research initiative primarily concerns the investigation of the formation process of consumer-brand relationships in the service industry. By considering a chain of effects’ model, this paper aims to integrate two brand commitment paradigm’s perspectives with service evaluation theory, representing the attitudinal and behavioral aspects of the relationship building process, to better explain the way consumers relate to a service brand. The proposed conceptual model is tested in the context of mobile broadband internet services.

Design/methodology/approach

A survey of 573 customers of mobile internet services was conducted using a structured questionnaire with established scales. Data were analyzed with partial least squares structural equation modeling.

Findings

The results indicated that brand loyalty is determined by relationship commitment, which, in turn, is influenced by the consumer-brand relationship components – trust, satisfaction, investment size and quality of alternatives – as well as by the service brand’s perceived value. Finally, the relationship quality components of the brand, trust and satisfaction to a large extent, and investment size to a lesser extent, mediate the relationships between service brand evaluation and brand commitment.

Research limitations/implications

The sample is industry-specific, and this may affect generalizability of findings. Also, the cross-sectional design adopted does not reflect temporal changes.

Practical implications

From a practical point of view, the findings suggest that providers can improve their loyalty figures through the establishment of strong consumer-brand relationships as a result of the development and delivery of high quality, valuable services and other relationship-building tactics that support the consumer-brand binding.

Originality/value

Although there are previous studies that extend either the relationship investment model or the commitment-trust theory with the service evaluation theory, the proposed model is the first to combine the previous three research streams into one causal chain model, to explain the development and flow of events in the consumer-brand relationship process toward brand loyalty.

Details

Journal of Product & Brand Management, vol. 25 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

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Article
Publication date: 15 July 2014

Yannis Politis, Apostolos Giovanis and Spyridon Binioris

The purpose of this paper is to implement a multi-criteria preference disaggregation approach to measure logistics service quality (LSQ) of manufacturing companies’ supply…

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2809

Abstract

Purpose

The purpose of this paper is to implement a multi-criteria preference disaggregation approach to measure logistics service quality (LSQ) of manufacturing companies’ supply chains.

Design/methodology/approach

A total 216 Greek manufacturing companies took part in a survey with the use of a dedicated questionnaire. They were asked to assess the LSQ of their primary supplier regarding a predefined set of criteria and sub-criteria. The data were analysed with the multi-criteria satisfaction analysis method, which represents an ordinal regression based approach used for customer satisfaction measurement.

Findings

Weak points of the suppliers as well as dimensions that drive satisfaction were identified. Furthermore, the competitive advantages of the suppliers as well as their priorities for improvement were spotted.

Research limitations/implications

The sampling framework, including only the manufacturing companies operating in a specific area of Greece, does not ensure the full generalisation of the results. A larger sample of manufacturing companies from all over Greece would be useful to obtain more reliable results and would enable the comparison of LSQ for different manufacturing sectors.

Practical implications

The method used to assess LSQ of manufacturing companies can be installed as a permanent customer satisfaction barometer to measure, control and improve the LSQ provided to manufacturing companies as well as to other business sectors.

Originality/value

This paper proposes a method to explore the relationships between LSQ and industrial customers’ satisfaction to prioritise strategic plans of companies in the supply chains.

Details

Journal of Modelling in Management, vol. 9 no. 2
Type: Research Article
ISSN: 1746-5664

Keywords

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Article
Publication date: 3 May 2016

Apostolos Giovanis, Pinelopi Athanasopoulou and Evangelos Tsoukatos

The purpose of this paper is to better predict customers’ behavioral intentions (BI) by developing and empirically testing an integrative conceptual framework that allows…

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1096

Abstract

Purpose

The purpose of this paper is to better predict customers’ behavioral intentions (BI) by developing and empirically testing an integrative conceptual framework that allows us to investigate the mediating role of corporate image (CI) and switching barriers (SB) in the interrelationships among service evaluation constructs (i.e. service quality (SQ), perceived value and customer satisfaction (CS)) and customers’ future intentions. These relationships are explored in the mobile telecommunications service context.

Design/methodology/approach

Around 1,000 customers of mobile telecommunication services were questioned using a structured questionnaire. To test the proposed hypotheses, a model was constructed and estimated using the method of partial least squares path methodology.

Findings

Findings indicate that the provision of high-SQ and the creation of superior value, through the development of reasonable costs, can result in high-CS; enhanced CI, and either directly or indirectly through SB, in customers’ favorable BI. However, given the price-competitive structure of the industry under investigation, customers’ loyalty decisions are mainly based on service-related criteria. The value of and satisfaction from delivered services are far more important decision criteria, than image and SB.

Research limitations/implications

This study was limited to one service setting and the proposed model should be cross-validated in other service contexts before the relationships among its components are fully clarified. Also the use of cross-section design reduces inference ability regarding temporal changes in research constructs.

Practical implications

Results suggest that marketers, in their effort to develop more customer-oriented marketing plans in mature markets, should consider both the pool-in factors, reflecting the value of the provided services; CS, and CI, and the interactions among them as well as with the push-back factors, reflecting SB, as they all impact on customers’ BI.

Originality/value

This paper contributes to the body of existing knowledge by considering both CI and SB, along with other service evaluation constructs, as antecedents of consumers’ BI. The interrelationships among SB, service evaluation and CI has not been adequately addressed in the existing literature.

Details

EuroMed Journal of Business, vol. 11 no. 1
Type: Research Article
ISSN: 1450-2194

Keywords

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Article
Publication date: 9 November 2015

Apostolos Giovanis, Pinelopi Athanasopoulou and Evangelos Tsoukatos

The purpose of this paper is to extend the well-established nomological network of service quality-relationship quality-customer loyalty by introducing service fairness …

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5433

Abstract

Purpose

The purpose of this paper is to extend the well-established nomological network of service quality-relationship quality-customer loyalty by introducing service fairness – a distinct service evaluation concept. Specifically, the study aims to investigate the impact of service fairness on relationship quality as a complementary to service quality driver, and the direct and indirect effect of service fairness on customer loyalty in the presence of service quality and relationship quality in a no failure/recovery effort service context.

Design/methodology/approach

A telephone survey of a random sample of 408 customers of auto repair and maintenance services was implemented using a structured questionnaire with established scales. Data were analyzed with partial least squares path methodology, a structural equation modeling methodology.

Findings

Interactional fairness is the most important formative determinant of customers’ overall fairness perception, followed by procedural and distributive fairness. Relationship quality measured as a higher order construct, made of satisfaction; trust; affective and calculative commitment, is the main determinant of customer loyalty. Also, it partially mediates, along with service quality, the relationship between service fairness and customer loyalty and fully mediates the effect of service quality on customer loyalty. Finally, service fairness has the highest overall effect on customer loyalty.

Research limitations/implications

The sample is industry-specific and this may affect generalizability of findings. Also, the cross-sectional design adopted does not reflect temporal changes.

Practical implications

Interactional fairness is of utmost importance to customers of the investigated industry. So, customers should be fairly treated at every point of contact. Also, service quality is heavily affected by service fairness. Thus, fair service leads to high-perceived service quality. Third, service quality affects customer loyalty only through relationship quality. Only when service quality is coupled by long-term quality relationships, signs of customer loyalty appear. Finally, service fairness influences customer loyalty mainly through service and relationship quality and has the highest overall effect on customer loyalty. So, fairly treating customers is crucial for developing long-term relationships that lead to customer loyalty.

Originality/value

The role of service fairness in the service quality-relationship quality-customer loyalty chain is investigated and using a higher order construct for relationship quality.

Details

Journal of Service Theory and Practice, vol. 25 no. 6
Type: Research Article
ISSN: 2055-6225

Keywords

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Article
Publication date: 27 April 2012

Apostolos N. Giovanis, Spyridon Binioris and George Polychronopoulos

This paper presents an extended technology acceptance model (TAM) with concepts from the innovation diffusion theory (IDT) and customers’ perceived risk, aiming to examine…

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5152

Abstract

Purpose

This paper presents an extended technology acceptance model (TAM) with concepts from the innovation diffusion theory (IDT) and customers’ perceived risk, aiming to examine the factors affecting Greek customers’ intentions to adopt internet banking services. Furthermore, several individual differences are examined, with respect to their impact on the formation of customers’ attitude about the pros and cons of the new technology.

Design/methodology/approach

Based on an empirical study including off‐line banking customers that are familiar with the internet, the authors validate a causal model linking the constructs of the proposed service's compatibility, perceived ease of use, perceived usefulness, perceived security and privacy risk, customers’ demographics and IT competences, with customers’ intentions to adopt internet banking services in the future. Partial least squares procedure was used to analyze 212 cases collected from residential customers via personal interviews using a properly designed questionnaire.

Findings

The results indicated that service compatibility is the key factor, which mostly shapes customers’ behavioural intentions toward internet banking adoption, followed by TAM constructs and perceived risk elements. Moreover, TAM and perceived security and privacy risk constructs partially mediate the relationships between compatibility and customers’ behavioural intentions, while perceived usefulness partially mediates the relationship between perceived ease of use and customers’ intentions. Finally, in terms of the impact of individual differences on customers’ beliefs about internet banking compatibility, value and risk elements, younger, mostly male customers, with adequate previous IT experience who find themselves to be compatible with the new service, are a more promising target group to use internet banking, as an alternative channel to perform their financial transactions in the future.

Originality/value

This study explores the influence of an extended TAM model factors on internet banking adaptation behaviour of Greek customers. The proposed model has never been used in the internet banking context and could be utilised to provide a solid theoretical foundation of the internet banking acceptance case.

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