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Article
Publication date: 28 November 2022

Payal S. Kapoor, M.S. Balaji and Yangyang Jiang

This study aims to examine the role of message appeals (concrete vs abstract) posted by greenfluencers in determining their behavioral intention toward the sponsored sustainable…

4305

Abstract

Purpose

This study aims to examine the role of message appeals (concrete vs abstract) posted by greenfluencers in determining their behavioral intention toward the sponsored sustainable product. This study examined the underlying mechanism of message authenticity and product sustainability image in this relationship. This study also investigated the boundary condition of product type (utilitarian vs hedonic) in the effect of sustainability message appeal on purchase intention.

Design/methodology/approach

Four studies were carried out. One field experiment on Facebook and three scenario-based online experiments were conducted to test the proposed relationships.

Findings

This study found that a concrete message appeal results in a higher purchase intention of the promoted product than an abstract message appeal. This effect is a result of message authenticity and product sustainability image. Furthermore, product type moderates the impact of message appeal on behavioral intention via message authenticity and product sustainability image.

Research limitations/implications

This study contributes to the literature on influencer marketing, sustainability communication and the persuasion process.

Practical implications

This study’s findings provide insights for greenfluencers and firms that leverage greenfluencers to promote their sustainable products on social media. Specifically, it lays out how the sustainability message should be framed to be persuasive.

Originality/value

This study findings offer novel insights for greenfluencers and firms in developing effective message strategies to promote sustainable products on social media.

Details

European Journal of Marketing, vol. 57 no. 2
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 15 January 2020

Naghmeh Sabermajidi, Naser Valaei, M.S. Balaji and See Kwong Goh

Building on consumer socialization theory, the purpose of this paper is to examine antecedents and consequences of generating and sharing brand-related content on social media in…

1921

Abstract

Purpose

Building on consumer socialization theory, the purpose of this paper is to examine antecedents and consequences of generating and sharing brand-related content on social media in a restaurant context.

Design/methodology/approach

A scale development process was undertaken to develop the scale for brand-related user-generated content (BRUGC). Then the authors tested the antecedents and consequences of BRUGC using 375 responses obtained through a mall-intercept survey. The hypotheses were tested using structural equation modeling with AMOS.

Findings

Study findings revealed that age, time on Facebook, number of Facebook friends, Facebook usage intensity, and need for self-enhancement were key antecedents of both the generation and sharing of BRUGC. The results also indicated that gender, race and need for self-affirmation were not significantly related to generating and sharing BRUGC. Both generating and sharing BRUGC were positively associated with attitude and intentions toward the restaurants.

Originality/value

This study is the first to develop a BRUGC scale through a rigorous scale development process. It thus contributes to consumer socialization theory literature in considering social media as a socialization agent. The findings provide valuable insights for both academicians and social media managers and aid in enhancing BRUGC.

Article
Publication date: 6 May 2021

Nataraj Balasubramanian and M. Balaji

The purpose of this paper is to conceptualise and develop a scale for measuring employees’ perception on the sustainability of service organisations. With several companies…

1816

Abstract

Purpose

The purpose of this paper is to conceptualise and develop a scale for measuring employees’ perception on the sustainability of service organisations. With several companies adopting sustainability initiatives, it is prudent to measure the sustainability performance of those companies. Given the multidisciplinary nature of the sustainability measures and its associated challenges, this paper attempts to develop a scale to measure employees’ perception of sustainability of an organisation.

Design/methodology/approach

A structured questionnaire was developed and 977 samples were collected based on snowball sampling method. For scale development, this study randomised 586 samples to conduct exploratory factor analysis (EFA) and used the remaining samples for validation using confirmatory factor analysis (CFA).

Findings

The existing literature on sustainability focusses on three dimensions, namely, economic, social and environmental sustainability measures. This paper explored the similarities of the three dimensions to serve as critical determinants for measuring employees’ perception of sustainability with the collected data from service industries. The EFA revealed that there were six factors for organisational sustainability with 26 questionnaire items. The six factors are as follows: environment management, employee-related sustainability, public related sustainability, financial sustainability, pollution control measures and governance sustainability. The identified factors were tested using CFA and the results are discussed.

Research limitations/implications

This paper will be beneficial for the academicians in sustainability and the policy-makers as it provides a scale to measure employees’ perception on the sustainability of an organisation. This paper adds value to the research by providing a six-factor measurement model for organizational sustainability of selected service industries.

Practical implications

The paper is highly beneficial to the organisations to measure employees’ perception on sustainability and ascertain their position in supporting the holistic development of environment and society, thereby improving the goodwill and reputation of the organisation.

Originality/value

This paper provides insights about measuring employees’ perception on organizational sustainability. A six-factor measurement model has been proposed for organisational sustainability.

Details

Measuring Business Excellence, vol. 26 no. 3
Type: Research Article
ISSN: 1368-3047

Keywords

Article
Publication date: 3 February 2021

Payal S. Kapoor, M.S. Balaji and Yangyang Jiang

This study aims to examine the effectiveness of sustainability communication on social media. More specifically, the effects of message appeal (sensual vs guilt) and message…

6328

Abstract

Purpose

This study aims to examine the effectiveness of sustainability communication on social media. More specifically, the effects of message appeal (sensual vs guilt) and message source (hotel vs social media influencer [SMI]) on perceived environmental corporate social responsibility and the intention to stay at the eco-friendly hotel were examined.

Design/methodology/approach

Three studies using the experimental design were carried out. Study 1 examined the relationship between message appeal (sensual vs guilt), perceived environmental social corporate responsibility and the intention to stay at the eco-friendly hotel when the hotel posts sustainability messages on social media. Study 2 replicated Study 1 findings when the SMI posts sustainability messages. Study 3 examined the moderating role of message source (hotel vs influencer) in the effects of message appeal (sensual vs guilt) on behavioral intentions.

Findings

Sustainability messages with the sensual (vs guilt) appeal are more persuasive when the eco-friendly hotel (vs SMI) posts it on social media. Furthermore, the traveler’s perception of the hotel’s environmental corporate social responsibility mediates this relationship.

Research limitations/implications

This study extends the literature on sustainability communication by demonstrating the role of message source and message appeal in influencing the traveler’s perceptions and intentions toward eco-friendly hotels.

Practical implications

According to the study findings, eco-friendly hotels can motivate travelers to make pro-sustainable choices by accurately matching the message appeal with the message source in the sustainability communication on social media.

Originality/value

This study is one of the earliest studies that examine the congruency effect of message appeal and message source for sustainability communication on social media in the hospitality realm. The findings offer novel insights for eco-friendly hotels to develop effective sustainability communication on social media.

Details

International Journal of Contemporary Hospitality Management, vol. 33 no. 3
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 8 May 2017

M.S. Balaji, Sanjit Kumar Roy and Ali Quazi

The purpose of this paper is twofold: first, to determine the role of emotions in customer evaluation of service failures; and second, to examine how customers’ emotion regulation…

4142

Abstract

Purpose

The purpose of this paper is twofold: first, to determine the role of emotions in customer evaluation of service failures; and second, to examine how customers’ emotion regulation impacts customer satisfaction and behavioural responses (e.g. repurchase intentions and negative word-of-mouth).

Design/methodology/approach

A scenario-based survey was used to elicit responses in a hospitality setting. Structural equation modelling and hierarchical regression analysis were used to test the proposed hypotheses.

Findings

Results show that both positive and negative emotions mediate the relationship between perceived injustice and customer satisfaction. The emotion regulation of customers through suppression and reappraisal influences the effects of satisfaction on both negative word-of-mouth and repurchase intentions.

Practical implications

This study advances service managers’ understanding of customer experience during service failure by demonstrating how emotion regulation influences customer response behaviours. With a better understanding of customers’ emotion regulation strategies, managers and frontline employees can more effectively develop and execute recovery strategies which adapt to customer emotions while eliciting more satisfying outcomes.

Originality/value

This research is one of the first to examine the moderating role of customers’ emotion regulation strategies in determining their behavioural responses. Conducted in the hospitality services context, this study provides support for relationships among perceived injustice, customer emotions, emotion regulation, customer satisfaction, negative word-of-mouth and repurchase intentions.

Details

European Journal of Marketing, vol. 51 no. 5/6
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 4 June 2019

M.S. Balaji, Yangyang Jiang and Subhash Jha

This study aims to examine the potential guest perception of green hotel attributes (GHAs) and the underlying mechanism through which GHA perception influences attitude toward…

2978

Abstract

Purpose

This study aims to examine the potential guest perception of green hotel attributes (GHAs) and the underlying mechanism through which GHA perception influences attitude toward green hotels, intention to stay at green hotels and willingness to pay a premium. It also investigates the moderating roles of personal norms and social norms in the influence of GHA perception on identification and trust toward green hotels.

Design/methodology/approach

A two-stage survey was used to collect data via Prolific Academic. The authors tested the hypotheses on 521 valid responses using the partial least squares method.

Findings

The results show that identification and trust mediate the effect of GHA perception on attitude, intention to stay and willingness to pay a premium for green hotels. The authors found a positive interaction effect between GHA perception and personal norms on identification and trust and a negative interaction effect between social norms and GHA perception on trust. The interaction effect of GHA perception and social norms on identification is not significant.

Originality/value

This study presents an integrated framework for green hotel adoption by examining the potential guest perception of GHAs and explores how it fosters positive guest responses. Findings show that GHA perception positively influences potential guest responses through identification (the personal route) and trust (the social route). This study also simultaneously considers personal norms and social norms, together with the effects of their interactions with GHA perception on identification and trust.

Details

International Journal of Contemporary Hospitality Management, vol. 31 no. 8
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 18 March 2022

Xiya Zhang, M.S. Balaji and Yangyang Jiang

This paper aims to understand the process of guest-robot value co-creation in the restaurant context. It empirically examines the guest perception of value facilitation by service…

3777

Abstract

Purpose

This paper aims to understand the process of guest-robot value co-creation in the restaurant context. It empirically examines the guest perception of value facilitation by service robots and its impact on guest value co-creation and advocacy intentions. It also investigates the moderating role of interaction comfort in the relationship between service robot value facilitation and guest value co-creation.

Design/methodology/approach

A mixed-methods approach was adopted. Ten customers who had dined at a service robot restaurant in China were interviewed in the qualitative study, followed by a quantitative study with 252 restaurant patrons to test the relationships between service robot value facilitation, guest value co-creation, interaction comfort and advocacy intentions.

Findings

Guest perceptions of six robot attributes, including role significance, competence, social presence, warmth, autonomy and adaptability, determine service robot value facilitation. Interaction comfort moderates the influence of service robot value facilitation on guest value co-creation. Additionally, guest value co-creation mediates the effect of service robot value facilitation on advocacy intentions.

Research limitations/implications

This study offers an understanding of six robot attributes that can improve service robot value facilitation. Nevertheless, the authors collected data from guests who had experience at service robot restaurants. The authors encourage future research to use random sampling methods to ensure study representativeness.

Practical implications

This study offers strategic guidance for managers to deploy service robots in frontline roles in restaurants and provides important implications for service robot design to improve their facilitating role in the guest value co-creation process.

Originality/value

This study responds to a recent call for research on the role of service robots in the guest value co-creation experience. Unlike prior studies that focused on the adoption or acceptance of service robots, it examines the role of service robots in the value co-creation process (post-adoption stage). Furthermore, it is one of the early studies to identify and empirically examine the service robot attributes that enable value facilitation and foster value co-creation in guest-robot service encounters.

Details

International Journal of Contemporary Hospitality Management, vol. 34 no. 5
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 4 February 2020

Ankur Srivastava, Dipanjan Kumar Dey and Balaji M.S.

The purpose of this study is to examine the impact of brand credibility on purchase intentions toward global brands and domestic brands in an emerging market context. It further…

2436

Abstract

Purpose

The purpose of this study is to examine the impact of brand credibility on purchase intentions toward global brands and domestic brands in an emerging market context. It further examines three drivers of brand credibility: perceived globalness, perceived local iconness and perceived authenticity.

Design/methodology/approach

A structured questionnaire was used for data collection. Systematic random sampling using the mall intercept technique was used to collect cross-sectional data from 836 customers in India. Hypotheses were tested by using structural equation modeling with AMOS 21.

Findings

The results demonstrate the significance of brand credibility on purchase intentions. Furthermore, brand globalness differentially influence brand credibility for global and domestic brands.

Research limitations/implications

The findings provide key insights for marketers regarding consumer evaluation of global brands and domestic brands in emerging markets.

Originality/value

This study contributes to the literature by proposing and testing the key role of brand credibility in consumer choice of global brands versus domestic brands in an emerging market context.

Details

Journal of Product & Brand Management, vol. 29 no. 7
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 11 April 2016

M.S. Balaji, Sanjit Kumar Roy and Khong Kok Wei

Given the role of communication in relationship development and maintenance, the purpose of this study is to examine the multidimensional nature of relationship communication and…

3407

Abstract

Purpose

Given the role of communication in relationship development and maintenance, the purpose of this study is to examine the multidimensional nature of relationship communication and examine its association with customers’ cognitive and affective states (consisting of trust, intimacy and image) and relationship commitment.

Design/methodology/approach

A set of hypotheses is developed based on review of the literature. The hypotheses are tested empirically using partial least square path modelling on survey data collected from users of retail banking services.

Findings

Results show that relationship communication is a second-order construct consisting of the first-order factors of clarity, pleasantness, responsiveness and language. The findings suggest that service firm’s communications influence customers’ cognitive and affective states, which, in turn, affects customer’s commitment towards the firm.

Practical implications

The study provides useful insights to both researchers and practitioners on the role of relationship communication in relationship development and maintenance. Through investigation of the relationship communication dimensions, an optimum communication mix can be achieved to deliver messages in an effective way to the customers.

Originality/value

The contribution of the study lies in proposing and testing relationship communication as a higher-order construct and explicating its role in developing committed customers.

Details

Journal of Services Marketing, vol. 30 no. 2
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 13 February 2017

Subhash Jha, M.S. Balaji, Ugur Yavas and Emin Babakus

Using the basic framework of the service profit chain, this study aims to develop an integrated model that explains the relationships among role overload (RO), customer…

4513

Abstract

Purpose

Using the basic framework of the service profit chain, this study aims to develop an integrated model that explains the relationships among role overload (RO), customer orientation (CO), service interaction quality (IQ), customer satisfaction (CS) and sales performance.

Design/methodology/approach

A large-scale survey of 872 customers and 530 frontline employees across 50 branches of a major retail bank in New Zealand serves as the study setting.

Findings

The results indicate that RO has a significant negative effect on IQ. Nevertheless, CO mitigates the negative outcome of RO on IQ. IQ fully mediates the relationship between RO and CS. Additionally, the effect of IQ on branch sales is fully mediated by CS.

Research limitations/implications

The cross-sectional nature of the current survey does not permit causal inferences. Thus, future studies should adopt longitudinal designs. Also, future studies should explore the roles of other variables (e.g. job crafting, work-related self-efficacy) as possible moderators.

Practical implications

Results suggest that service managers should create a balance between the role requirements and organizational resources to mitigate the adverse effects of employee RO. To enhance IQ and CS, bank managers should coach employees about work overload and train them in CO while prioritizing the tasks.

Originality/value

Empirical research pertaining to employee–customer interaction through a nested framework accommodating data from customers, employees and firm performance is scarce. This study fills in the void.

Details

European Journal of Marketing, vol. 51 no. 2
Type: Research Article
ISSN: 0309-0566

Keywords

1 – 10 of over 1000