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This study aims to identify the key factors driving consumer adoption attention toward FinTech services in a bank-based financial system to lay a firm ground for further policy recommendations to promote the dual development of FinTech and the banking industry in Vietnam as well as other emerging economies similar banking system.

A technology acceptance model with a data set of 387 observations collected from a thorough research design is used and proceeded with probit regression.

The paper finds that existing bank users are holding a high intention to approach FinTech services regardless of involved costs and time, suggesting a traditional banking system to open up the collaboration channel with FinTech firms in prospective business areas. The findings also reveal an interestingly important position of consumers’ latent needs in inclining consumers to use FinTech services in Vietnam.

In this study, the variable measurement is not comprehensive as the authors use a single question for each variable. Second, most of the respondents reside in two big cities of the country, which are currently witnessing the rising presence of FinTech companies. So, if the future penetration of FinTech firms reaches out of these big cities, a better research sample with a diversified geographic trait should be considered.

This study’s findings draw out valuable recommendations to bankers and especially policymakers to stimulate the future penetration of FinTech firms along with assuring and strengthening the important position of the banking sector in the economy.

This paper’s novelty lies in several aspects. First, this study provides a broad view of the market potentials for FinTech firms from the demand side on a wide range of FinTech services rather than focusing only on payment services as presented in previous studies. Besides, the paper also discovers a new factor attributing to the adoption intention of the FinTech end-users, the users’ latent needs. Third, these empirical results carry a considerable contribution to the limited literature on this topic in Vietnam. And, most importantly, this study’s findings significantly prove the noticeable contribution of consumers’ preference to the indisputable development of FinTech. This afterwards helps to shape viable governmental regulations to facilitate effective market penetration strategies of FinTech in accordance with nurturing the future strategic development of a bank-based financial system under the emergence of FinTech. Of which, the authors call for clear and official moves of the governmental bodies in facilitating the collaboration between FinTech and the banking system coupled with enhancing measures of customer protection in the financial field in Vietnam. The findings and the regulatory implications for our country could be a vital source and replicated for other emerging economies’ cases with similar traits of the financial system.

Currently, consumers of financial products and services have become more vulnerable to predatory financial institutions, especially in the aftermath of Covid-19 pandemic. Therefore, financial consumers like the persons with disabilities (PWDs) should be equipped with knowledge and skills to help them to evaluate complex financial products on offer in financial markets, especially in developing countries to avoid being victims of fraudulent lending. The purpose of this study is to establish whether customized financial literacy mediates the relationship between financial consumer protection and financial inclusion of PWDs’ owned MSMEs in rural Uganda post Covid-19 pandemic.

SmartPLS 4.0 was used to construct the measurement and structural equation models to test whether customized financial literacy significantly mediates the relationship between financial consumer protection and financial inclusion of PWDs’ owned MSMEs in rural Uganda post Covid-19 pandemic.

The results revealed a partial mediating effect of customized financial literacy in the relationship between financial consumer protection and financial inclusion of PWDs’ owned MSMEs in rural Uganda post Covid-19 pandemic. Conducting customized financial literacy increases financial consumer protection by 12 percentage points to promote financial inclusion of PWDs’ owned MSMEs in rural Uganda post Covid-19 pandemic.

This study focused only on customized financial literacy and financial consumer protection to promote universal financial inclusion of PWDs’ owned MSMEs post Covid-19 pandemic. Future studies may use data collected from other vulnerable groups amongst the unbanked population in developing countries, Uganda inclusive. In addition, this study also collected only quantitative data from the selected population. Further studies can be conducted using key informant interviews and focused group discussion to get the perceptions of the PWDs on being protected from exploitation by unscrupulous financial institutions.

The findings from this study can help policymakers in developing countries like Uganda to revise the existing consumer protection law to include strong clauses on protection of people with special needs like the PWDs. The law must ensure that they are not exploited by financial institutions because of their conditions. The law ought to make sure that the PWDs are educated about their rights in the financial market place and all information on financial products offered by financial institutions should be simplified and interpreted to them before they make consumption decisions.

To the best of the authors’ knowledge, the present study is amongst the first few studies to provide a meticulous and unique discourse on the ever increasing role of financial literacy combined with consumer protection to reduce consumption risks within the financial markets, especially in developing countries in the aftermath of global pandemic shocks. This study uses the social learning theory, theory of reasoned action and theory of planned behaviour to elucidate how customized financial literacy can enhance consumer protection to increase financial inclusion of groups with special needs like the PWDs who have become more susceptible to exploitation by unscrupulous financial institutions in under-developed financial markets, especially in post Covid-19 pandemic.

The purpose of this paper is to investigate investor herding behaviour and the effect of presidential elections on investor herding behaviour in African stock markets at the sector level.

The study segregates listed firms into financial, consumer goods, consumer services and basic materials sectors and uses the cross-sectional absolute deviation approach as a metric of detecting herding in each of the sectors. The authors extend the model to tease out the effect of presidential elections on investor herding behaviour.

The study reveals that sectoral differences are fundamental to the evolution of herding. Herding is prominent in a financial services sector dominated by banks. The phenomenon also prevails in markets with smaller consumer goods and services sectors. A post-presidential election effect on investor herding is found for the consumer goods and services sectors of Ghana and a pre-presidential election effect is documented in Nigeria's consumer services sector. The authors conclude that post-presidential election effect is as a result of political connections whilst a pre-presidential election effect is attributable to political business cycles.

The study is based on four African countries due to data constraints. Nonetheless, the study is the first in Africa to the best of the authors' knowledge, and the results are very solid and have a lot of practical and policy implications.

The study has implications for investors as it guides investment behaviour in pre- and post-presidential election periods.

Past studies on investor herding behaviour in African stock markets have largely concentrated on the aggregate market. Knowledge on sectoral differences in investor herding is almost non-existent for African stock markets. Furthermore, premised on the fact that stock markets react to presidential elections, there is no known study that have attempted to examine the effect of presidential elections on investor herding behaviour. This paper contributes to the literature by providing evidence on sectoral differences in investor herding behaviour and the effect of presidential elections on sectoral herding behaviour.

This study aims to assess green food packages’ role in sustaining a restaurant’s curbside pickup service on three stages of consumer experiences: choosing a restaurant, evaluating their experiences of a recent purchase and weighing their post-consumption behavioral intentions after the recent purchase.

The service encounters framework and relevant literature guided the development of the questionnaire. A Qualtrics panel data of 314 valid questionnaires were collected and analyzed with choice experience, ordinary least squares regression and PROCESS modeling.

First, word-of-mouth (WOM) and function encounters significantly influence consumers’ first-time curbside pickup purchasing decisions. Then, service results encounter (besides distributor encounter) most significantly affects consumers’ overall curbside pickup experience. Finally, green food packages increase consumers’ shares of future purchases through their positive WOM intentions and extra efforts of revisiting the restaurant. Consumers’ perceived importance of green restaurant practices strengthens green food packages’ positive impact on extra efforts.

This study provides operational and marketing insights for restaurants to use food packages and sustain their curbside pickup service.

Besides assessing consumers’ evaluations and behavioral intentions for an off-premises restaurant service expected to stay beyond the pandemic, this research uniquely focuses on green food packages, a sustainability issue lacking research attention. The findings add new empirical insights to studies about sustainability and restaurant/food–retail operations.

Mobile health (mHealth) technologies, in particular, have been sought after and advocated as a means of dealing with the pandemic situation. Despite the obvious advantages of mHealth, which include monitoring and exchanging health information via mobile applications, mHealth adoption has yet to take off exponentially. Expanding on the unified theory of acceptance and use of technology (UTAUT) model, this study aims to better comprehend consumers’ receptivity to mHealth even after the pandemic has subsided.

Through purposive sampling, data were collected from a sample of 345 mobile phone users and analysed using partial least squares structural equation modelling (PLS-SEM) and artificial neural networks (ANN) capture both linear and nonlinear relationships.

Effort expectancy, performance expectancy, social influence, pandemic fear and trustworthiness positively influenced mHealth adoption intention, with the model demonstrating high predictive power from both the PLSpredict and ANN assessments.

The importance–performance map analysis (IPMA) results showed that social influence had great importance for mHealth uptake, but demonstrated low performance.

Referrals are an alternative that policymakers and mHealth service providers should think about to increase uptake. Overall, this study provides theoretical and practical insights that contribute to the advancement of digital healthcare, aligning with the pursuit of Sustainable Development Goal 3 (SDG 3) (good health and well-being).

This study has clarified both linear and nonlinear relationships among the factors influencing intentions to adopt mHealth. The findings from both PLS and ANN were juxtaposed, demonstrating consistent findings.

In this paper, the relationship of brand logo and purchase intention is investigated along with the mediating role of customer satisfaction, brand preference and brand attitude. The research is conducted on an online passenger transport company called Tapsi.

In this study, we examine the positive effect of brand logo on brand attitude, consumer satisfaction and strengthening the intention to buy and brand preference by customer satisfaction. The statistical population was randomly selected. We design a conceptual model and then prepare a standard online questionnaire and send it to the target groups. Among this, the participants, 59% are women and 41% are men. After collecting the data through the software Smart-PLS3, we start the analysis. According to Cronbach's alpha and AVE, the validity and reliability of the model are confirmed.

The study shows that the brand logo has a positive and direct influence on customer attitude and satisfaction, and customer satisfaction mediates the purchase intention and brand preference. Given that the brand logo describes the company, managers must be very sensitive to design of a proper logo and spend enough time and money on it.

Few studies have examined the effectiveness of the brand logo the present study and the results show that the brand logo and its structures are directly related to brand attitude as a result of consumer satisfaction in all services even transportation services. The first thing consumers see when they first use a company’s services is the company logo. The brand and its logo can change the attitude and decision of the customer. Past studies have also shown that the brand logo can have a direct impact on customer satisfaction and customer preference for the brand. Therefore a model was prepared and the mentioned variables were selected. Brand preference as a mediating variable has a positive role on buying intention. However all relationships and their predictive power have been confirmed.

The rise of artificial intelligence (AI) applications has driven enterprises to provide many intelligent services to consumers. For instance, customers can use chatbots to make relevant inquiries and seek solutions to their problems. Despite the development of customer service chatbots years ago, they require significant improvements for market recognition. Many customers have reported negative experiences with customer service chatbots, contributing to resistance toward their use. Therefore, this study adopts the innovation resistance theory (IRT) perspective to understand customers’ resistance to using chatbots. It aims to integrate customers’ negative emotions into a predictive behavior model and examine users’ functional and psychological barriers.

In this study, we collected data from 419 valid individuals and used structural equation modeling to analyze the relationships between resistance factors and negative emotions.

The results confirmed that barrier factors affect negative emotions and amplify chatbot resistance influence. We discovered that value and risk barriers directly influence consumer use. Moreover, both functional and psychological barriers positively impact negative emotions.

This study adopts the innovation resistance theory perspective to understand customer resistance to using chatbots, integrates customer negative emotions to construct a predictive behavior model and explores users’ functional and psychological barriers. It can help in developing online customer service chatbots for e-commerce.

Effective customer journey design (ECJD) is considered a key variable in customer experience management and an essential source of brand meaning and pro-brand behavior. Although previous research has confirmed its importance for driving brand attitudes and loyalty, the role of consumer-brand identification as a social identity-based influence in this relationship has not yet been discussed. Drawing on construal level and social identity theories, this paper aims to investigate whether effective journeys and the resulting overall journey experience are equally powerful in driving brand loyalty among customers with different levels of consumer-brand identification.

The present article develops and tests a research model using data from the European and US service sectors (N = 1,454) to investigate how and when ECJD affects service brand loyalty.

Across two cultural contexts, four service industries and 33 service brands, the results reveal that ECJD is a crucial driver of service brand loyalty for customers with low consumer-brand identification. Moreover, the findings show that different aspects of journey effectiveness positively impact the valence of customers’ experience related to those journeys – a process that is ultimately decisive for their brand loyalty.

This study is unique because it generates theoretical and practical knowledge by combining the literature streams of customer journey design, customer experience and branding. Furthermore, this work demonstrates that consumer-brand identification is a critical boundary condition to be considered in the relationship between ECJD and brand loyalty in services.

Drawing on the cognitive–affective–conative framework, this study aims to develop a model of service robot acceptance in the hospitality sector by incorporating both cognitive evaluations and affective responses.

A mixed-method approach combining qualitative and quantitative methods was used to develop measurement and test research hypotheses.

The results show that five cognitive evaluations (i.e. cuteness, coolness, courtesy, utility and autonomy) significantly influence consumers’ positive affect, leading to customer acceptance intention. Four cognitive evaluations (cuteness, interactivity, courtesy and utility) significantly influence consumers’ negative affect, which in turn positively affects consumer acceptance intention.

This study provides significant implications for the design and implementation of service robots in the hospitality and tourism sector.

Different from traditional technology acceptance models, this study proposed a model based on the hierarchical relationships of cognition, affect and conation to enhance knowledge about human–robot interactions.

The COVID-19 pandemic has significantly affected service small- and medium-sized enterprises (SMEs), increasing the importance of understanding how these businesses can become more resilient and how service innovation can be an effective strategy to increase their adaptive capacity and survival. This study aims to examine the role of dynamic capabilities in service innovation as a factor explaining the resilience of SMEs in Puerto Rico and the Dominican Republic during the COVID-19 crisis and its impact on service innovation. Additionally, the authors assess whether service innovation has a significant impact on value cocreation in these businesses.

This study used a quantitative method by surveying 118 SME owners in Puerto Rico and the Dominican Republic. The data were analyzed using partial least-squares structural equation modeling.

The results reflect important theoretical contributions by analyzing resilience from an innovation perspective instead of a retrospective approach, which is an area that has not been analyzed in the literature. Additionally, theoretical contributions to marketing services in SMEs are discussed, which is an underresearched topic. The results advance by discussing the role of service innovation through the reconfiguration of resources and how this can be an effective strategy to increase value cocreation with customers during crises.

This study is original in that it analyzes resilience from the perspective of innovation, and not from a retrospective approach. It offers a vision in response to the need for studies that provide a clearer conceptualization of resilience in small businesses. This highlights the importance of considering regional differences and service innovation as effective strategies to enhance resilience and value cocreation with customers.