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Article
Publication date: 16 November 2018

Celso Augusto de Matos and Anderson Krielow

Based on the stimulus-organism-response (SOR) framework, this paper aims to analyze the influence of environmental factors (e.g. competitive pressure) on the firm’s…

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Abstract

Purpose

Based on the stimulus-organism-response (SOR) framework, this paper aims to analyze the influence of environmental factors (e.g. competitive pressure) on the firm’s evaluations (i.e. perceived risk and convenience) and response (intention to purchase e-services).

Design/methodology/approach

A model is tested with data from a survey with 430 micro- and small-sized enterprises (MSEs) in an emerging country. The following constructs were measured: external factors, data security, lack of knowledge, perceived risk, convenience and purchase intention. Company size, internet use and previous experience were control variables.

Findings

MSEs’ intention to purchase e-services is strongly influenced by convenience, which in turn is more affected by external factors. Perceived risk is mainly affected by lack of knowledge and data security. Overall, the model supports the mediating role of perceived risk and convenience in the relationship between Stimuli factors (external factors, data security and lack of knowledge) on response (purchase intentions). For instance, data security influences purchase intention only through the mediation of perceived risk and convenience.

Practical implications

Firms interested in providing e-services for MSEs should improve the perceived convenience of e-commerce. At the same time, they can also reduce the lack of knowledge and increase data security to reduce the perceived risk of the decision-maker.

Originality/value

This paper demonstrates mediating effects of perceived risk and convenience, considering a SOR framework, as well as the analysis of business-to-business e-services in an understudied context, i.e. MSEs in an emerging country.

Details

Journal of Business & Industrial Marketing, vol. 34 no. 4
Type: Research Article
ISSN: 0885-8624

Keywords

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Article
Publication date: 31 May 2021

Carolina Pantuza Vilar dos Santos, Evandro Luiz Lopes, Julia Costa Dias, André Gustavo Pereira de Andrade, Celso Augusto Matos and Ricardo Teixeira Veiga

Based on the assumption of the service-dominant logic (S-D logic) that every exchange is service-for-service and on the relevance of the beneficiary’s role in the…

Abstract

Purpose

Based on the assumption of the service-dominant logic (S-D logic) that every exchange is service-for-service and on the relevance of the beneficiary’s role in the co-creation of value, this paper aims to investigate the effects of engagement in the context of social marketing, where the value proposition is an invitation to practice mindfulness.

Design/methodology/approach

A field experiment was carried out with 72 volunteers, using a pre-test/post-test control group design. The treatment applied was a set of strategies to increase the engagement of the participants to attain a better result in five dependent variables associated mainly with the benefits of mindfulness practice. Measurements were made from a profile analysis, and submitted to Mann-Whitney and t-tests.

Findings

A large effect of group and time factors were observed in the multivariate test, as well as differences in the co-creation of value between groups.

Originality/value

This study can contribute to stimulate experimental transdisciplinary research in humans, using concepts from S-D logic and social marketing to promote positive behavioral change. This approach is probably more efficient at explaining and improving human behavior, given its complex nature.

Details

RAUSP Management Journal, vol. 56 no. 3
Type: Research Article
ISSN: 2531-0488

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Article
Publication date: 16 June 2021

Fernando de Oliveira Santini, Wagner Junior Ladeira, Marlon Dalmoro and Celso Augusto de Matos

This study aims to consolidate finds about corporate social responsibility (CSR) by conducting a meta-analysis. CSR is a topic present in both academic and practitioner…

Abstract

Purpose

This study aims to consolidate finds about corporate social responsibility (CSR) by conducting a meta-analysis. CSR is a topic present in both academic and practitioner discussions. Research has been conducted in different countries and contexts, using diverse methodological approaches. Consequently, there are different views about CSR and conflicting results.

Design/methodology/approach

This paper conducted a meta-analysis to analyse the constructs that are antecedents and consequences of CSR. This paper has also tested the moderating effects of theoretical, methodological and economic variables. The data analysis involved 66 studies, which generated 385 observations and an accumulated sample of 19,817 respondents.

Findings

The findings indicate that environmental concerns, market orientation and stakeholder pressure are the most relevant CSR antecedents. On the other hand, CSR has the strongest effects on organisational commitment, non-financial performance and customer purchasing intention. Also, firm size and cultural orientation were partially significant moderators on the relationships between organisational commitment, CSR and financial performance.

Originality/value

The meta-analytical approach allows for more accurate effect size estimations for each relationship analysed, as the meta-analytic method jointly evaluates the results produced by a great variety of studies performed in different contexts, making it possible to draw more accurate conclusions.

Details

Journal of Social Marketing, vol. 11 no. 3
Type: Research Article
ISSN: 2042-6763

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Article
Publication date: 23 January 2019

Celso Augusto de Matos, Valter Vieira, Katia Bonfanti and Frederike Monika Budiner Mette

The purpose of this is to propose a model in which materialism is a mediator of the effects of self-esteem, impulsiveness, attitude toward debt, attitude toward credit…

Abstract

Purpose

The purpose of this is to propose a model in which materialism is a mediator of the effects of self-esteem, impulsiveness, attitude toward debt, attitude toward credit card and economic vulnerability on consumer indebtedness. The effects of financial knowledge, financial ability, credit card use and demographic variables are also taken into account.

Design/methodology/approach

Survey data from a sample of 1,245 low-income consumers from Brazil were used to test the hypotheses using structural equation modeling.

Findings

First, materialism has a significant effect on consumer indebtedness; at the same time, it is influenced by self-esteem, impulsiveness and attitude toward debt. Second, materialism acts as a mediator, e.g. higher impulsiveness triggers materialism, which influences debt level. Third, indebtedness is higher for women and those who use a higher number of credit cards and are more educated.

Social implications

Financial education programs should work to increase individual’s perceived ability to manage money, as the individuals who feel less able to manage their personal finances alone (i.e. lower financial ability) presented higher indebtedness.

Originality/value

This study investigates consumer indebtedness by addressing factors that have been analyzed independently in the literature. The research combines psychological, financial and economic factors with credit card use and demographic variables to explain consumer indebtedness. Moreover, the study supports the mediating role of materialism for the antecedents of consumer indebtedness, e.g. impulsiveness and attitude toward debt.

Details

Journal of Consumer Marketing, vol. 36 no. 1
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 27 April 2020

Rafael Laitano Lionello, Luiz Antonio Slongo and Celso Augusto de Matos

Research studies on electronic service quality (ESQ) have presented heterogeneous findings, with distinct effects of mediators and moderators, for instance. Hence, the…

Abstract

Purpose

Research studies on electronic service quality (ESQ) have presented heterogeneous findings, with distinct effects of mediators and moderators, for instance. Hence, the purpose of this study is to present a systematic review and a quantitative integration of the main findings regarding the attributes and effects of ESQ.

Design/methodology/approach

A meta-analysis was conducted of 134 studies regarding ESQ. Based on the extant literature, authors propose a conceptual model that review quality attributes, meta-analyze their effects on general quality, perceived value, satisfaction, trust and loyalty and test the moderation of three contextual variables (i.e. mobile vs nonmobile device, online shopping vs pure service; specific site vs Internet).

Findings

Direct effects indicate that all proposed associations are significant, but with high variability, thus suggesting moderating effects. For instance, (1) type of device used by the customer, (2) type of service under analysis and (3) unit of analysis (i.e. site vs Internet) affect the relationship between quality attributes and satisfaction. This study also supported perceived value and satisfaction as relevant mediators in the link quality → loyalty.

Originality/value

This study analyses the general attributes of the ESQ construct, without the restriction of a specific model or type of service, and then tested the influence of the context. This study also shows that a substantial portion of the quality effect is transferred to loyalty through perceived value and customer satisfaction.

Details

Marketing Intelligence & Planning, vol. 38 no. 5
Type: Research Article
ISSN: 0263-4503

Keywords

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Article
Publication date: 7 October 2013

Celso Augusto de Matos, Jorge Luiz Henrique and Fernando de Rosa

The purpose of this study is to test the effects of satisfaction, satisfaction with service recovery (SSR) and switching costs (SC) on loyalty and positive word-of-mouth…

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3594

Abstract

Purpose

The purpose of this study is to test the effects of satisfaction, satisfaction with service recovery (SSR) and switching costs (SC) on loyalty and positive word-of-mouth (PWOM) of bank customers in a service recovery context, taking into account the interaction among latent variables and the effects of contextual factors.

Design/methodology/approach

A theoretical model is proposed based on previous studies and tested using structural equation modeling technique and bootstrapping estimates. A survey was conducted with 1,878 bank customers of a large Brazilian bank.

Findings

Results supported the positive effects of satisfaction and SC on loyalty, while PWOM was influenced mainly by SAT. In addition, SC significantly interacted with satisfaction, reducing the effects of satisfaction on loyalty. Finally, relationship time, gender and age were the most relevant contextual factors.

Practical implications

This study highlights the importance of switching costs in the banking industry. Although satisfaction is a relevant predictor of loyalty, this influence is contingent on the customer's SC. Hence, investment on marketing strategies and campaigns should be oriented to better convert switching perceptions into effective loyalty.

Originality/value

Despite recent investigations on the roles of SC in customer loyalty, results have indicated mixed findings and most of the studies do not consider interactions between latent constructs. This study addresses this issue using the orthogonalization procedure.

Details

Journal of Services Marketing, vol. 27 no. 7
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 9 October 2009

Celso Augusto de Matos, Jorge Luiz Henrique and Fernando de Rosa

The purpose of this paper is to develop and empirically test the antecedent, mediating and moderating role of switching costs on the relationship between satisfaction and loyalty.

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5065

Abstract

Purpose

The purpose of this paper is to develop and empirically test the antecedent, mediating and moderating role of switching costs on the relationship between satisfaction and loyalty.

Design/methodology/approach

Competing models are proposed based on previous studies investigating the influence of switching costs on satisfaction and loyalty. A survey was conducted with 7,461 customers of a large Brazilian bank. The four competing models were tested using structural equation modeling technique.

Findings

The analysis revealed that: switching cost is a significant antecedent of both attitudinal and behavioral loyalty; the mediating effect of switching cost is stronger in the relationship between satisfaction and attitudinal loyalty; and the moderating effect of switching cost is stronger in the relationship between satisfaction and behavioral loyalty.

Practical implications

This study emphasizes the relevance of the switching cost construct in the banking industry. Customers with different switching costs levels will manifest distinct relationship between satisfaction and behavioral loyalty. Thus, investment on marketing strategies and campaigns should be oriented to better convert switching perceptions into effective loyalty considering its mediating or moderating effects.

Originality/value

Even though there are several different approaches (i.e. direct, mediator and moderator) concerning the effects of switching costs on the satisfaction‐loyalty relationship, there is a lack of integration between these approaches. The paper tests and compares the different roles of switching costs. Another contribution is the inclusion of both attitudinal and behavioral aspects of loyalty, given that the current literature is incipient concerning the role of switching cost when considering the distinct loyalty components.

Details

International Journal of Bank Marketing, vol. 27 no. 7
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 9 October 2009

Celso Augusto de Matos, Carlos Alberto Vargas Rossi, Ricardo Teixeira Veiga and Valter Afonso Vieira

The paper seeks to investigate, in a context of service failure and recovery, how consumer satisfaction is affected by problem severity and company responsiveness, how…

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8333

Abstract

Purpose

The paper seeks to investigate, in a context of service failure and recovery, how consumer satisfaction is affected by problem severity and company responsiveness, how satisfaction influences repatronage intentions, word‐of‐mouth, and complaint intentions, and how consumer attitude toward complaining (ATC) moderates these relationships.

Design/methodology/approach

An integrated model is proposed, following recent developments in the service recovery literature. This model is tested using data from a survey with 204 complaining customers.

Findings

Service recovery affected satisfaction more strongly for consumers with high ATC, indicating a moderating role of ATC. This moderator was also supported in the link between satisfaction and complaining intentions. Also, failure severity and perceived justice influenced satisfaction, which affected repurchase intentions, word‐of‐mouth, and complaining intentions.

Practical implications

Service managers should consider the differences between customers with low versus high ATC when providing recovery for a service failure. For instance, the importance of responsiveness in service recovery is even greater for those customers with high ATC, and those customers with low ATC have their complaint decision more dependent on their satisfaction level. Also, it is important to improve the customers' perceived fairness in the complaint resolution process.

Originality/value

This paper investigates the key antecedents and consequences of satisfaction in a context of service failure and recovery by integrating previous research in a comprehensive model. ATC is proposed and tested as a moderator when complainers and non‐complainers are compared in the level of the strength of the relationships. Previous research has not found a moderation effect in this level.

Details

Journal of Services Marketing, vol. 23 no. 7
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 30 January 2007

Celso Augusto de Matos, Cristiana Trindade Ituassu and Carlos Alberto Vargas Rossi

The purpose of this research is to propose and test a model that integrates the main predictors of consumers' attitude and behavioral intentions toward counterfeits; to…

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11552

Abstract

Purpose

The purpose of this research is to propose and test a model that integrates the main predictors of consumers' attitude and behavioral intentions toward counterfeits; to help companies understand the main factors influencing consumer behavior toward counterfeits and create effective anti‐piracy strategies.

Design/methodology/approach

An integrated model is proposed following the studies by Ang et al. and Huang et al. A survey with 400 consumers was conducted in the Brazilian market and the Structural Equation Modeling technique was used to test the hypothesized relationships.

Findings

The main contribution of the paper is to show that consumer intentions to buy counterfeited products are dependent on the attitudes they have toward counterfeits, which in turn are more influenced by perceived risk, whether consumers have bought a counterfeit before, subjective norm, integrity, price‐quality inference and personal gratification. The paper reinforces the mediator role of attitude in the relationship between these antecedents and behavioral intentions. Moreover, previous experience with counterfeits consumption does not have a direct effect on behavioral intentions, but only an indirect effect through attitude.

Practical implications

The paper contributes to inform policy makers and managers of brands about the main predictors of consumer's attitudes toward counterfeits. In this way, ads intended to discourage consumption of counterfeits could use the perceived risk as the main message appeal.

Originality/value

This paper investigates the key antecedents and consequences of consumer attitudes toward counterfeits by integrating and testing two recent models dealing with this subject in the marketing literature.

Details

Journal of Consumer Marketing, vol. 24 no. 1
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 1 June 2015

Jorge Luiz Henrique and Celso Augusto de Matos

Even though personal values are considered an important variable in consumer studies, rarely has it been related to customer loyalty, especially in the banking context and…

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2311

Abstract

Purpose

Even though personal values are considered an important variable in consumer studies, rarely has it been related to customer loyalty, especially in the banking context and considering the different loyalty phases. Hence, the purpose of this paper is to investigate the influence of personal values on loyalty phases in the private banking industry, taking into account the moderating influence of demographic variables.

Design/methodology/approach

After developing a theoretical framework based on the relevant literature, a research model is proposed and empirically tested with data from a survey with 891 bank customers from Brazil. Hypotheses of moderation were tested using structural equation modelling technique.

Findings

Results suggested that customers that place more importance on growth and achievement as personal values are less loyal to their bank, considering all four stages of loyalty. Moreover, this effect was more pronounced for female, older and high-income consumers, supporting the moderating effect of these demographic variables.

Research limitations/implications

One of the limitations was that the sample was not probabilistic. To compensate this issue, the authors have used the approach of splitting the sample and use one for calibration and other for estimation. Another limitation was the small subgroups of high and low education, which might be responsible for the nonsignificant finding, due to low statistical power in the z-test. Future studies should consider using quota samples in order to have sample size greater than 150 cases in each category of variables such as age, education and income.

Practical implications

This study emphasizes the relevance of personal values, especially the dimensions of growth/achievement and security/social affiliation, and demographic variables when considering customers’ loyalty in the private banking industry. Managers should give different treatment for customers in distinct loyalty stages and with different demographics, thus increasing the customer orientation and segmentation efficacy.

Originality/value

The study tests a theoretical model that analyses the influence of two dimensions of personal values on loyalty, with originality on the loyalty phases (from cognitive to action) and the contingent effect of demographic variables, such as gender, age, education and income. Moreover, the model is tested in a sample of private banking customers from an emerging market, i.e., Brazil.

Details

International Journal of Bank Marketing, vol. 33 no. 4
Type: Research Article
ISSN: 0265-2323

Keywords

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