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The purpose of this research is to develop a scale for measuring customer value co-creation attitude (CVCCA).

Scale development procedures are used for item generation, item purification and validation. Two studies are conducted. In Study 1, exploratory and confirmatory factor analysis is used to generate and confirm the factorial structure of the CVCCA construct. Study 2 validates the scale on a large field sample.

The study develops a new scale for measuring CVCCA. Results suggest that CVCCA is a higher-order construct comprising three dimensions: interaction attitude, knowledge sharing attitude and responsive attitude. Additionally, experiential value significantly predicts CVCCA, which subsequently leads to customer value co-creation behaviour confirming nomological validity of the scale.

The CVCCA scale should be of interest for researchers in exploring factors and outcomes of CVCCA. The scale is useful to managers who are interested in measuring their customers’ co-creation of value attitude and their willingness to engage in value co-creation behaviour.

This is the first scale using the service logic of marketing lens. The scale is found to be a valid and reliable tool to measure customer attitude to engage in value co-creation.

The purpose of this paper is to investigate factors affecting e-banking usage based on electronic service (e-service) quality, attitude and customer satisfaction.

A conceptual model to investigate factors that influence e-banking usage was developed based on review of existing literature. The model employed e-services quality variable, diffusion of innovation construct and self-efficacy to better reflect the users’ views of e-banking usage. Data collected from 254 e-banking users were used to test the model. The data were analysed based on PLS-SEM using SmartPLS 3.0.

The result reveals that perceived e-service quality has a strong influence on customer satisfaction and use of e-banking, which means that greater quality of e-service has the potential to increase satisfaction and consequently result in to more use of e-banking. In this research findings, competence of e-service support staff, system availability, service portfolio, responsiveness and reliability, in that order, were found to be most significant in rating e-service quality.

This offers financial institutions and professional relevant information e-banking services that will promote greater customer satisfaction and use of e-banking.

This paper contributes to knowledge advancement in bank marketing by providing insight into motivational factors of e-banking services quality and personal characteristics.

This research seeks to explore the factors predicting customer loyalty in retail banking. Loyalty was measured in terms of a customer's willingness to recommend a bank and their intention to remain with their main bank short‐term (in the next six months) and long‐term (from six months to five years).

The study was based on a mail survey of 1,951 individuals. Potential predictors were drawn from the literature and included in three separate regression models to model different types of loyalty.

The results indicate that willingness to recommend is best predicted by affective attitude, overall satisfaction and empathy. Short‐term behavioural intentions, however, were best predicted by overall satisfaction and responsiveness, while long‐term intentions were predicted by overall satisfaction, affective attitude and empathy. The three models explained a substantial amount of the variation in the dependent variables: 71 per cent for willingness to recommend, 43 per cent for short‐term intentions and 46 per cent for long‐term intentions.

The study adds to the discussion of the relationship between perceived satisfaction, service quality and a customer's intentions to recommend a bank and/or remain a customer. The results also contribute to the development of more parsimonious models, suggesting that affective attitude, overall satisfaction, empathy and responsiveness together explain a large percentage of the variation in customers' intentions.

Based on this study's findings, banks can profile customers with potential for defection based on only four variables.

The results demonstrate the importance of satisfaction measures and some SERVQUAL dimensions in predicting loyalty in retail banking. It also found evidence that not all five SERVQUAL measures are needed to profile customers and predict loyalty.

The purpose of this paper is to explore the effect of customers’ perception of the integrated resort by focusing on brand-related variables, namely, brand reputation, brand experience, brand attitude, and behavioral intention. Integrated resorts have become popular in the tourism industry. However, despite the popularity of integrated resorts, little is known about how the integrated resort brand contributes to customer attitude.

A descriptive online survey was carried out with customers who had experience using the integrated resort. This study used the regression analysis and process macro to test hypothesized relationships among variables.

These results demonstrate that brand reputation increases customers’ perception of brand experience and brand attitude; brand experience, brand attitude and brand reputation affect behavioral intention toward the integrated resort brand; and brand experience and attitude plays a fully mediating role in the relationship between brand reputation and behavioral intention. These results suggest that customers’ perception associated with the integrated resort brand name is likely to generate a favorable experience and attitude, which, in turn, develops customers’ revisit intention.

A theoretical implication is that the pleasant brand experience and attitude emphasize the significance of the brand reputation in the formation of behavioral intention toward the integrated resort brand. Another theoretical implication is that integrated resort brand reputation might not be a strong indicator of the behavioral loyalty. It is worth conducting additional research on joint effects of brand reputation and customers’ type (e.g. recreational gamblers, problem gamblers, business travelers and family travelers).

The findings offer additional insights into managers on the integrated resort brand concept. This research provides opportunities for managers to identify rational/emotional linkages in differentiating, distinguishing and positioning integrated resort.

Although both brand experience and brand attitude have received past research attention, no researchers have studied them in an integrated resort setting. The main contribution of this research lies in testing the direct and indirect and fills a major gap in the integrated resort literature and research in stressing the need to consider about brand management.

Purpose: The goal of the chapter is to define customer attitudes towards robots in travel, tourism and hospitality (TTH) and to analyse their most significant characteristics.

Design/methodology/approach: The book chapter develops a conceptual framework of attitudes towards robots in travel, tourism and hospitality, based on critical analysis of relevant publications.

Findings: The chapter provides a definition and discussion of the characteristics of customer attitudes towards robots in TTH. It elaborates the structural elements of attitudes towards robots, and the links and interactions between the elements.

Research limitations: Research limitations stem from the small number of studies on customer attitudes towards robots in TTH.

Practical implications: The theoretical analysis can be used as a starting point for empirical studies of customer attitudes towards robots in travel, tourism and hospitality.

Social implication: Combined services, based on human employee-service robot collaboration, are the optimal decision for forming favourable customer attitudes towards robotisation and automation in tourism and hospitality. In that way clients’ needs of high technological convenience, interpersonal communication and socialisation are met simultaneously.

Originality/value: This research is among the few publications that study customer attitudes towards robots in travel, tourism and hospitality. The authors develop a matrix of users’ attitudes and behaviours when using robots in travel, tourism and hospitality.

Based on social science theories of customer's action such as theory of planned behaviour, theory of reasoned action, and technology acceptance model, this paper adopts belief–attitude–intention model to study impact of perceived process-belief of different stages of e-service delivery system process (e-SDSP), i.e., searching process belief (SPB), agreement process belief (APB), fulfilment process belief (FPB) and after-sales service process belief (ASPB) on customer attitude and intention towards service providers. The study also focuses on the mediating effect of customer attitude on the relationship between process-beliefs of different stages of e-SDSP and their behavioural intention.

A quantitative method has been employed using data collected from 414 Indian e-retail customers. Structural equation modelling with bootstrap estimation is used to find the mediating effect of attitude.

The findings suggest that SPB and ASPB directly impact the customer attitude while APB and FPB directly impact the customer behavioural intention. The study also finds that customer attitude towards e-retailers fully mediates the effect of SPB and ASPB on the behavioural intention but there are no mediating effects for APB and FPB.

The sample used may not be generalizable for India, given its huge diversity and population. As the sample considers only Indian e-retail customers, this study may lack generalizability across countries.

In our knowledge, this study is the first step to conceptualize the process-oriented customer's perceived belief of different stages of e-SDSP and how these beliefs impact the customers' attitude and intention towards the e-retailers. The findings offer insight to managers on how they can create and cultivate customer happiness and positive behavioural intention by enhanced customer journey throughout the e-SDSP.

This study aims to investigate the influence of customer satisfaction on four facets of customer engagement: customer influencer behavior, knowledge behavior, referral behavior and purchase behavior. Furthermore, its (in)direct influence on affective attitude, price perception and loyalty is investigated.

Two studies were conducted. First, an experimental scenario design was set up to investigate the hypothesized relations between customer engagement; customers’ affective attitude and their loyalty; and their price perceptions. Second, a survey at a national forest park center helped to secure external validity.

The results indicate that engaged customers develop a more positive affective attitude, which leads to increased future loyalty and positive price perceptions. In addition, the results suggest that assessing cognitive approaches exclusively is not sufficient for understanding customers’ price perceptions.

Future research should investigate antecedents of customer engagement behaviors (CEBs) other than satisfaction, and extend this research by taking into account further mediators that might be cognitive rather than affective.

The results are of superior importance for services or tourism destinations. Fostering CEB can help in improving a destinations’ performance.

This research expands the current state of literature by investigating several dimensions of CEB at one time, as well as by examining customers’ affective attitude toward the organization as a potential mediator, extending previous research approaches.

The purpose of this paper is to investigate the effects of the following factors: image, awareness, Shariah compliance and individualism, on the attitude and intention of customers to use Islamic banking among Bank customers in UAE, and the mediating role of attitude in that model, using a theoretical model based on the multi-attribute attitude model, the theory of reasoned actions and the theory of planned behaviour.

The research will focus on surveying bank customers living in UAE. The researcher will use structural equation modelling to analyse the data.

Results show that attitude and awareness affect intention directly, while image, awareness, Shariah compliance and individualism affect attitude directly and intention indirectly mediated by attitude.

The sample size includes 178 bank customers living in three cities in UAE, hence, the rest of the country is not included.

The research shows the importance of Shariah compliance, individualism and image on attitude and intention and provides suggestions for banks to benefit from these aspects to widen their customer base.

The study provides an insight into individuals’ decision making and the importance of a social approach by banks when advertising.

The research is the first empirical attempt to test new factors affecting attitude towards Islamic banking in UAE.

Despite ample research on the adoption of online banking, the post-adoption phase remains largely neglected. The purpose of this paper is to develop a new conceptual model to investigate drivers, attitudes and behaviours in the post-adoption phase of the e-postbox, a co-creative online banking feature.

Research from bank marketing, services marketing, information systems and relationship management informs the proposed post-adoption model. Empirical tests rely on structural equation modelling and a sample of 750 current customers of the e-postbox of a large German bank.

The proposed model provides a multifaceted view of the post-adoption phase, including task-related, organisation-related and interpersonal communication-related drivers. This study reveals the importance of integrating dual interpersonal communication as a post-adoption driver and a post-adoption behaviour. It also extends the technology acceptance model by applying it to the post-adoption phase. Significant effects of age further suggest that younger customers express the most favourable attitudes towards and highest intentions to continue using the e-postbox; interestingly, older customers use it more and share more word-of-mouth.

This paper develops a post-adoption model that highlights the importance of continued usage for successful co-creation between the bank and its customers.

Managers can encourage continued usage during the post-adoption phase of a co-creative, digitalised service, which determines the retention of current customers and opportunities to attain new customers.

This study defines and establishes constructs for the post-adoption phase and categorises them according to post-adoption drivers, attitudes and behaviours.

The purpose of this paper is to develop a model to examine the female consumer’s intention to shop online. The rising number of female online shoppers has compelled the analysts and online vendors to believe that understanding the attitude and behaviour of the female consumers is very crucial for their growth.

A conceptual model is proposed that expands the theory of reasoned action (TRA) with three additional constructs, namely, trust, convenience and customer service. The proposed model is examined with the help of questionnaire responses collected from 909 online shoppers from India.

The paper empirically shows that there is a significant influence of attitude, convenience, customer service and subjective norm on the female consumer’s intention to buy online. Customer service acts as the most crucial factor in influencing the attitude of female consumers towards online shopping. The paper also points out that trust does not directly affect the female’s intention to shop online but indirectly influences it through attitude.

The paper has significant implications for practitioners. First, the results advocate that convenience and customer service are the vital antecedents to both behavioural intention and behavioural attitude. Second, the paper also showcases that trust influences behavioural intention indirectly through attitude, stressing the need for the online retailers to develop consumers’ trust in online shopping.

The paper examines TRA framework in the context of female online shopping, while earlier studies have concentrated completely on efficiency-based software tools like word processing, spreadsheets, etc. The integration of the three constructs – trust, convenience and customer service – in the TRA framework has not been studied in the past. The interaction effect of the different elements of customer services on the female consumer behaviour has never been examined in the previous research works.