– The purpose of this paper is to classify and compare the importance of the benefits consumers derive from affinity credit card programmes.
The purpose of this paper is to classify and compare the importance of the benefits consumers derive from affinity credit card programmes.
A random sample of affinity credit card holders of a major Greek athletic club (AC) was surveyed and a multi-group structural equation model was run to assess the hypothesised relationships among the study constructs.
Overall, the relational benefits of affinity credit cards outperform the functional ones. However, this finding depends on the number of additional credit cards held by affinity credit card holders.
The study is the first one to test formally the viability of a core services marketing theory (relational benefits) within the affinity marketing field as a means of explaining consumer behaviour within such a context.
The paper seeks to compare, through empirical evidence, two widely adopted models (the Technology Acceptance Model (TAM) and the Diffusion of Innovations (DoI) model) to…
The paper seeks to compare, through empirical evidence, two widely adopted models (the Technology Acceptance Model (TAM) and the Diffusion of Innovations (DoI) model) to an underutilized one (Perceived Characteristics of the Innovation) in order to examine which is better in predicting consumer adoption of internet banking (IB), while investigating innovation attributes vis‐à‐vis other important predictors of adoption of innovations, such as consumer personal characteristics.
The data derive from both users and non‐users of IB through a web survey. The paper assesses the psychometric properties of the measures through confirmatory factor analysis and then employs logistic regression analysis in order to assess and compare the ability of the models to accurately predict consumer adoption of IB.
The paper finds that PCI performed significantly better than TAM and DoI in predicting consumer adoption of IB, whereas the addition of consumer demographics and psychographics further improved the predictive ability of the overall logit model.
Limitations of the study include the non‐random nature of the IB non‐users sample, and the fact that this was a study of a single shopping context (i.e. banking). Non‐usability innovation characteristics are important predictors of consumer adoption of technologically based innovations. Bank managers should reconsider their segmentation and targeting strategies in the light of more refined as well as new segmentation criteria.
The PCI model has never been examined within online contexts. The paper also incorporates other non‐usability types of characteristics (i.e. social, psychological) into TAM and DoI, and identifies the moderating role of shopping context, between innovation characteristics and decision to adopt.
The purpose of this paper is to investigate the most important characteristics of the religious package tour as perceived by consumers who travel to the Holy Land and to…
The purpose of this paper is to investigate the most important characteristics of the religious package tour as perceived by consumers who travel to the Holy Land and to examine the marketing components that play an important role for pilgrims.
In‐depth interviews were conducted with Greek Orthodox travellers who were about to leave for a pilgrimage to Jerusalem. Content analysis was used in order to analyse the transcribed interviews.
Results show that regarding the product mix, hotel ratings and extra benefits are considered of minor importance by the interviewed travellers. However, the tour guide and the trip's schedule and program are the most important factors that influence consumer decisions regarding the purchase of a specific tourism product. In addition, the travel agent's reputation for organising religious trips plays a crucial role. Alternatively, price does not seem to influence travellers to sacred places.
Travel agents that offer tour packages to pilgrims, as well as tourism companies wishing to promote pilgrimages can take into consideration these findings in order to design effective marketing plans.
Although tour packages for pilgrims are profitable, only few studies have focused on this type of traveller. As travel for religious purposes increases, the design of an effective marketing plan may help to further develop the market for pilgrimages.