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11 – 20 of over 109000
Article
Publication date: 11 April 2023

Chang Mo Jung and Won-Moo Hur

Customer co-creation behaviors significantly affect a firm's performance and sustainable growth. This study tested the mediating role of corporate reputation in the relationship…

Abstract

Purpose

Customer co-creation behaviors significantly affect a firm's performance and sustainable growth. This study tested the mediating role of corporate reputation in the relationship between corporate hypocrisy and two types of customer co-creation behaviors: customer citizenship behavior and customer participation behavior. The study also investigated the moderating effect of self-corporate brand connection on the corporate hypocrisy–corporate reputation relationship and the indirect relationship between corporate hypocrisy and customer co-creation behavior through corporate reputation.

Design/methodology/approach

The authors conducted a two-wave research survey with 346 Korean bank customers and tested our hypotheses using PROCESS Macro.

Findings

Corporate reputation mediated the relationship between corporate hypocrisy and customer citizenship/participant behavior. The negative effect of corporate hypocrisy on corporate reputation was more pronounced when self-corporate brand connection was high. Self-corporate brand connection further moderated the indirect effect of corporate hypocrisy on customer citizenship/participant behavior through corporate reputation.

Originality/value

The results clearly explain how corporate hypocrisy affects customer co-creation behavior. This study advances corporate hypocrisy and corporate reputation research by proposing and verifying a moderated mediation model.

Details

International Journal of Bank Marketing, vol. 42 no. 2
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 11 May 2023

Thamaraiselvan Natarajan and Deepak Ramanan Veera Raghavan

The post-purchase behavioral responses of omnichannel shoppers, who mainly rely on physical stores (acknowledged as a crucial channel in providing a seamless shopping experience…

Abstract

Purpose

The post-purchase behavioral responses of omnichannel shoppers, who mainly rely on physical stores (acknowledged as a crucial channel in providing a seamless shopping experience and fulfilling the dynamic needs of the shoppers), are still understudied. The purpose of this paper is to examine how integrated store service quality (ISSQ) can contribute to a more optimal shopping experience (cognitive, affective and relational) and have a subsequent impact on shoppers’ psychological ownership toward the store, resulting in the generation of (face-to-face, online and social media) word of mouth (WOM).

Design/methodology/approach

The research is descriptive, quantitative and cross-sectional investigation. A purposive sampling technique was used for selecting the study respondents. The data were collected from 786 Indian omnichannel shoppers using a validated self-administered questionnaire. The proposed conceptual model was tested using partial least squares structural equation modeling.

Findings

The results indicate that all three dimensions of omnichannel customer experience (cognitive, affective and relational) positively mediate the relationship between ISSQ and psychological ownership, subsequently impacting all three WOM behaviors of omnichannel shoppers (face-to-face, online store and social media). The customer’s perceived value with the store and their perceived retailer relationship investment significantly moderated the relationship between ISSQ and different WOM behaviors (face-to-face, online store and social media). This research also demonstrated the direct impact of ISSQ on WOM and the indirect impact through different customer experience dimensions and psychological ownership.

Research limitations/implications

The sample used in the study was not probabilistic and, therefore, presents limitations for the possibility of generalizing the results. The study was performed in a cross-sectional methodology in the Indian context; there is a need for longitudinal investigation.

Originality/value

This study addresses the need to investigate different dimensions of omnichannel customer experience that might influence various post-purchase behavioral responses. This study is the first to show that ISSQ might affect omnichannel shoppers' online, offline and social media word-of-mouth behaviors through different customer experience dimensions and the customer’s sense of belongingness to the store. The moderating effect of customer perceived value with the retailer and their perception of retailers’ investment in a relationship on proposed hypotheses was also tested to give managerial recommendations.

Details

The TQM Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1754-2731

Keywords

Article
Publication date: 3 August 2022

Constantin Bratianu, Dan Florin Stănescu and Rares Mocanu

The purpose of the present research is to introduce a combined framework that integrates innovative work behavior, product innovation process and customer knowledge management;…

1068

Abstract

Purpose

The purpose of the present research is to introduce a combined framework that integrates innovative work behavior, product innovation process and customer knowledge management; then, to explore the mediating effect of customer knowledge management in the relationship between innovative work behavior and the product innovation process.

Design/methodology/approach

The basis for the present research is a cross-sectional design. Data collection from 154 employees occurred using the following structured questionnaires: Customer Knowledge Management (CKM), Innovative Work Behavior (IWB) and Product Innovation Process (PIP). Data processing used SPSS version 26.0, including the PROCESS (3.5) macro analysis.

Findings

The results show positive relationships between innovative work behavior and the product innovation process (r = 0.420, p < 0.01). Pearson's correlation shows a coefficient of 0.42, meaning that 42% of the variations in perceived product innovation are due to variations in innovative work behavior. The second condition of the mediation test involved testing the relationship between the independent variable (Innovative Work Behavior) and the mediating variable (Knowledge Management) and showed a significant relationship (r = 0.272, p < 0.01). The findings suggested that knowledge management that other determinants supported, such as collaboration in idea exploration, idea championing and encouragement of participation in idea implementation, significantly contributed to the product innovation process (r = 0.509, p < 0.01). The bootstrapping method confirmed that innovative work behavior supports product innovation through the mediation of customer knowledge management (z = 3.01, p = 0.002).

Research limitations/implications

The cross-sectional design, along with the relatively low number of participants and the self-reporting nature of the questionnaires, represent the current study's main limitations. Developing the research model could integrate new variables, such as customer co-creation processes, performance-based compensation, employee citizenship activities and transformational leadership.

Practical implications

This research has both theoretical and practical implications. These emphasize the importance of further investigation into the factors influencing companies' innovation processes. They also provide managers with a means of finding a fit between the deployment of customer knowledge mechanisms and the achievement of innovative workplace behavior, to improve innovation process efficiency.

Originality/value

The current study broadens the empirical research area of customer knowledge management and its impact on both innovative work behavior and the product innovation process, particularly in knowledge-intensive market scenarios that require organizations to be innovative.

Details

Kybernetes, vol. 52 no. 11
Type: Research Article
ISSN: 0368-492X

Keywords

Article
Publication date: 20 December 2022

Maha S. Abdo, Samira A. Ahmed, Basmah K. Awad and Mohamed H. Elsharnouby

This study aims to identify the determinants of customers' green purchasing behaviors. First, the study examines the relationship between green self-identity (GSI) and green peer…

Abstract

Purpose

This study aims to identify the determinants of customers' green purchasing behaviors. First, the study examines the relationship between green self-identity (GSI) and green peer influence (GPI) on green purchase behavior (GPB). Second, it examines the relationships between both GSI and GPI, and purchasing behavior mediated by green consumption values (functional value (FV) and social value (SV)). Third, it investigates the moderating effect of customer disidentification (CDI) on the relationships between GSI and both green consumption values. Finally, it investigates the indirect relationships between GSI and purchasing behavior moderated by CDI.

Design/methodology/approach

A quantitative study is conducted using a survey of 204 Egyptian buyers of organic food products. AMOS and Hayes's PROCESS macro are used to test the hypotheses under investigation.

Findings

The customer's peer influence and GSI are found to have a positive impact on green purchasing behavior. Additionally, the mediating impact of values and the moderating impact of CDI are also confirmed.

Practical implications

This study helps organic food companies in identifying the determinants of customers' green purchasing behavior. The results of the study will guide the efforts of green marketing professionals in promoting green products in the Egyptian market.

Originality/value

Since the notion of green consumption is still in its infancy, there is a need for further exploration on the green consumption concept to better understand customers' predictors of that type of consumption; accordingly, the current research was conducted.

Details

Management & Sustainability: An Arab Review, vol. 2 no. 2
Type: Research Article
ISSN: 2752-9819

Keywords

Article
Publication date: 31 January 2023

Taeshik Gong and Chen-Ya Wang

While the positive effects of customer citizenship behavior are well established, research on its potential negative consequences is scarce. This study aims to examine the…

Abstract

Purpose

While the positive effects of customer citizenship behavior are well established, research on its potential negative consequences is scarce. This study aims to examine the indirect relationship between customer citizenship and dysfunctional customers via customer moral credits and entitlement, as well as the moderating influence of customer citizenship fatigue.

Design/methodology/approach

Study 1 employed a cross-sectional design with a self-administered survey. The data were collected from 314 customers using an online research panel. In Study 2, the authors manipulated customer citizenship behavior using 203 participants to establish causality and rule out alternative explanations of the findings of Study 1. In Study 3, the authors replicated Study 2 and enhanced internal validity by using a more controlled experimental design using 128 participants.

Findings

This study shows that when customer citizenship fatigue is high, customer citizenship behavior elicits customer moral credit, which leads to customer entitlement and, in turn, promotes dysfunctional customer behavior. Conversely, when customer citizenship fatigue is low, customer citizenship behavior does not generate moral credit or entitlement, preventing dysfunctional customer behavior.

Practical implications

The study shows that promoting customer citizenship behavior does not always lead to positive outcomes. Therefore, when promoting customer citizenship behavior, managers should consider the psychological licensing process and ways to mitigate the influence of moral credits.

Originality/value

This study challenges common wisdom and investigates the dark side of customer citizenship behavior. Specifically, it demonstrates that customer citizenship behavior could backfire (e.g. dysfunctional customer behavior). It also shows that only customers who experience a high level of fatigue from their citizenship behaviors are psychologically licensed to gain moral credit, leading to dysfunctional customer behavior.

Details

Journal of Service Theory and Practice, vol. 33 no. 1
Type: Research Article
ISSN: 2055-6225

Keywords

Open Access
Article
Publication date: 6 December 2022

Kathrin Mayr, Teresa Schwendtner, Christoph Teller and Ernst Gittenberger

Unethically behaving customers deviating from morally acceptable norms have posed an additional challenge to retailers, frontline employees (FLEs) and other customers in recent…

6070

Abstract

Purpose

Unethically behaving customers deviating from morally acceptable norms have posed an additional challenge to retailers, frontline employees (FLEs) and other customers in recent crisis-dominant environments. While research concerning customer behaviour ethicality focusses on purchasing modes and consumption behaviour, unethicality in all its facets receives limited attention, leaving dimensions of unethical customer behaviour (UCB) and effective managerial strategies unexplored. The purpose of this paper is to describe dimensions of UCB, investigate its causes, explore its consequences for customers and FLEs and infer practical implications for retail management by collecting customers' and FLEs' views in collaboration of each other.

Design/methodology/approach

Due to the explorative nature of this research, qualitative semi-structured interviews with 45 customers and 51 FLEs were conducted, following a content analytical approach and the establishment of inter-rater reliability coefficients.

Findings

The findings reveal multiple UCB dimensions operating on situational and individual behavioural levels, targeting mainly employees, followed by customers. The reasons for UCB arising correspond to customers' attitudes, social influences and egoistic motives. UCB imposes risks of financial losses for retailers, due to the wasting of resources as a consequence of employees' stress and emotional exhaustion, demanding managerial boundary-spanning activities. Further, it negatively impacts customers' shopping behaviours, provoking online shopping and shopping avoidance.

Originality/value

The study fills the research gap regarding perceived unethicality of customer behaviour by describing and explaining differing forms of UCB, considering customers' and FLEs' views in retail stores. It develops a UCB framework, identifies UCB dimensions beyond current academic research and derives specific practical implications to make the phenomenon manageable for retailers. The originality of this paper lies in the synthesis of the three UCB dimensions, consisting of antecedents, forms of UCB and consequences for customers and FLEs.

Details

International Journal of Retail & Distribution Management, vol. 50 no. 13
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 27 December 2022

Ji Miracle Qi, Yi Peng, Graham H. Lowman and Xingliang He

Employee gratitude is often associated with positive customer-related benefits. However, our understanding of employee gratitude is notably underdeveloped within the service…

Abstract

Purpose

Employee gratitude is often associated with positive customer-related benefits. However, our understanding of employee gratitude is notably underdeveloped within the service literature. To address this issue, this study aims to position employee gratitude within the service profit chain (SPC) framework as a complementary mediator. Further, the authors empirically examine service climate as a central antecedent to employee gratitude and employee customer-oriented behavior as an outcome that triggers an internal and external reciprocal social exchange.

Design/methodology/approach

The examination of the research questions was done across two studies, using employee self-reported data (Study 1) and employee–customer dyadic data (Study 2). In Study 1, the authors investigate how employee gratitude mediates the relationship between service climate and customer-oriented behavior, with employee interpersonal influence functioning as a moderator. In Study 2, the authors examine how customer-oriented behavior, an outcome of Study 1, influences customer satisfaction and customer avoidance, with customer gratitude functioning as a mediator.

Findings

Results from both Study 1 and Study 2 support the proposed relationships. These studies contribute to the service literature by evaluating how and why employee gratitude functions as a significant factor in determining employee and customer behavior within the service context.

Originality/value

This work enriches the gratitude literature by empirically testing a novel theoretical perspective on employee and customer gratitude in service encounters. In doing so, the authors provide a more nuanced understanding of how internal and external processes are connected and potentially reinforced in SPC.

Details

Journal of Services Marketing, vol. 37 no. 1
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 14 November 2016

Laee Choi and Sherry Lotz

The purpose of this study is to better understand customer citizenship behavior (CCB) motivation through the development and validation of a new scale to measure the CCB…

2416

Abstract

Purpose

The purpose of this study is to better understand customer citizenship behavior (CCB) motivation through the development and validation of a new scale to measure the CCB motivation (CCBM) construct.

Design/methodology/approach

The mixed-methods study, combination of qualitative and quantitative research, is used to develop the scale item that measures CCBM. For nomological validity testing, data were collected from customers who had transacted with a specific service provider business in the past six months. Data were analyzed using structural equation modeling.

Findings

This study suggests that CCBM can be reliably measured by 12 items, composed of four sub-dimensions, self-enhancement, personal principles, desire to support the service provider and perception of the service provider’s past performance. In addition, nomological validity testing through three empirical models confirms that CCBM is a multi-dimensional construct with a second-order nature and an antecedent that positively influences CCB.

Originality/value

The research provides an original view regarding CCBM scale development in the services contexts and makes invaluable contributions to understanding a variety of motivations that lead customers to voluntary participation behaviors.

Article
Publication date: 10 May 2022

Akinyemi Paul Omoge, Prachi Gala and Alisha Horky

As disruptive technologies, such as the use of artificial intelligence (AI)-enabled customer relationship management (CRM) systems, alter the processes and strategies that banks…

3010

Abstract

Purpose

As disruptive technologies, such as the use of artificial intelligence (AI)-enabled customer relationship management (CRM) systems, alter the processes and strategies that banks use in service delivery models, the impact of such technologies on consumer acceptance and buying behavior must continue to be examined. This research studies the impact of technology usage and acceptance of AI-enabled banking CRM systems in Nigeria on consumer buying behavior via the mediation of customer satisfaction and service quality. The study also investigates the negative impact of technology downtime, a frequent phenomenon in the emerging market, which has not, to this point, been studied on a large scale.

Design/methodology/approach

The authors collect quantitative data via a face-to-face administered questionnaire from four hundred customers of ten different Nigerian banks regarding their perceptions of technology use in the banking sector.

Findings

While the research finds that technology usage has positive and direct effects on service quality, customer satisfaction and consumer buying behavior, service quality was found not to have a significant effect on consumer buying behavior. The study also establishes that technology downtime has a moderating effect on technology usage, consumer buying behavior and customer satisfaction in the banking context.

Originality/value

Scant literature exists that explores the importance of culture in technology usage and acceptance, specifically in developing countries like Nigeria. This study explores the impact of technology usage along with acceptance in the Nigerian setting on Nigerian consumers and their resulting satisfaction. Technology usage has been known to impact customer satisfaction in various ways, but no study has looked specifically at how technology in the banking sector can further be of help or harm from a Nigerian perspective. This study explores the technology usage in banking sector of Nigeria and its impact on the consumer buying behaviour. No studies in our knowledge have been known to consider the role of technology downtime, a frequent phenomenon in emerging market, as a factor, which will affect the customer satisfaction and buying behavior. Thus, this study (1a) explores the negative outcomes of technology downtime on both service quality and customer satisfaction, (b) explores the moderating relationship of technology downtime on the technology usage and consumer-related outcomes.

Details

International Journal of Bank Marketing, vol. 40 no. 6
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 26 January 2022

Ashwini K. Awasthi and Vineet Kumar

The purpose of this study is to distinguish those emotions which customers express verbally during a failed remote service encounter from those which they do not. The study…

Abstract

Purpose

The purpose of this study is to distinguish those emotions which customers express verbally during a failed remote service encounter from those which they do not. The study further attempts to investigate the post-consumption customer behaviour of verbally expressed and unexpressed negative customer emotions.

Design/methodology/approach

The authors used a survey-based research design. The hypotheses were tested through the “partial least squared structural equation modelling” method.

Findings

This study shows that in a failed remote service encounter, customers verbally express retaliatory rage emotions, such as anger and rage. At the same time, they are able to suppress rancorous rage emotions, such as disgust and contempt and do not express them verbally. The authors demonstrate that after emotions are verbally expressed during a failed remote service encounter, they are followed by the post-consumption behaviours of negative word of mouth and revenge; when emotions are not expressed verbally during a failed service encounter, they are followed up by exit behaviour.

Research limitations/implications

The effects of variables, such as switching costs and individual and situational factors, can be investigated in the model. Future studies can also explore the role of organizational interventions, such as explanation and apology, on negative customer emotions during failed remote service encounters. Their moderating impact on customer behaviour during and after the encounters can be investigated.

Practical implications

This study has much practical relevance in the post-COVID-19 world, where remote service delivery is becoming the new normal in many sectors. In remote service delivery situations, verbally unexpressed negative emotions can remain undetected; however, they have negative consequences for firms. This study underscores the need to train frontline employees to notice these unexpressed emotions so that service recoveries can be initiated.

Originality/value

This paper contributes to the area of dysfunctional customer behaviour and service recovery. The existing literature has not explored whether some negative emotions are expressed during a failed service encounter and then acted upon later, and some emotions are not expressed but acted upon later. This study addresses the problem of firms getting caught unawares when they find customers resorting to undesirable post-consumption behaviour without demonstrating any verbal expressions during the preceding failed service encounters.

Details

Journal of Consumer Marketing, vol. 39 no. 1
Type: Research Article
ISSN: 0736-3761

Keywords

11 – 20 of over 109000