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Article
Publication date: 30 October 2020

Mohitul Ameen Ahmed Mustafi and Md Sajjad Hosain

The paper aims at identifying the role of online advertising on the purchase intention (PI) of smartphones of Bangladeshi customers. The independent variable (online…

Abstract

Purpose

The paper aims at identifying the role of online advertising on the purchase intention (PI) of smartphones of Bangladeshi customers. The independent variable (online advertising) has been divided into five dimensional segregations: informativeness (INFO), irritation (IRR), entertainment (ENT), incentives (INC) and credibility (CRD). For increasing the value of investigation to further extent, the authors included two mediators termed as flow experience (FE) and advertising value (ADD).

Design/methodology/approach

The study has been conducted on primary data collected through a structured questionnaire received from a valid sample of 281 smartphone users selected on a random basis. SPSS (Version 24) has been used for descriptive statistical analysis, while structural equation modeling technique (utilizing AMOS 24) has been used to test the hypothetical relationships among the variables.

Findings

After a careful and bias-free statistical analysis, the results indicate that purchase intention is positively and significantly affected by all the independent components INFO, IRR, ENT, INC and CRD. Regarding the mediating effect, FE can partially mediate the relationships between IRR and PI and ENT and PI as both the direct and indirect effects are significant. On the other hand, ADD can partially mediate the relationships between IRR and PI and INC and PI, respectively, since both the direct and indirect effects are significant.

Research limitations/implications

This empirical study is expected to be beneficial for the academicians in finding some unique dimensional aspects regarding online advertising and purchase intentions.

Practical implications

The policymakers can formulate some unique online advertising policies with a view to identifying customer psychology and increase sales volume based on the findings.

Originality/value

Smartphone market in Bangladesh is growing steadily. This empirical paper has shed some lights on the unique role of online advertising on PI of smartphones of Bangladeshi customer base. Since the market scenario in Bangladesh is somewhat unique than those of Western and Eastern countries, the authors hope that the findings will add numerical theoretical and practical values for further investigation in South Asian markets.

Details

Journal of Contemporary Marketing Science, vol. 3 no. 3
Type: Research Article
ISSN: 2516-7480

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Article
Publication date: 25 February 2020

Alkis Thrassou, Gabriele Santoro, Erasmia Leonidou, Demetris Vrontis and Michael Christofi

This paper aims to explore the perceived negative emotions of both customers and frontline service employees (FSEs) during intercultural service encounters (ICSEs); and…

Abstract

Purpose

This paper aims to explore the perceived negative emotions of both customers and frontline service employees (FSEs) during intercultural service encounters (ICSEs); and the building and utilization of corresponding knowledge in the banking sector.

Design/methodology/approach

To reach the paper’s goal, a qualitative approach through semi-structured interviews conducted in the context of the banking industry is developed and presented.

Findings

The findings presented and discussed the “perception of emotion” and the building of corresponding knowledge about ICSEs. Specifically, FSEs and foreign customers were found to be capable of perceiving negative emotions, both their own and of others. The authors further identified an array of emotions and feelings that facilitate the understanding of how ICSEs can be managed and improved. The findings finally highlight the degree and nature of the importance of building and storing knowledge on ICSEs soft processes, which are termed a key asset for service companies.

Originality/value

An encounter between a service provider and a customer of different cultural backgrounds can become complex and critical. Despite this, there is not enough empirical evidence neither on the socio-psychological processes that take place during these encounters nor on how different ethnic groups develop interpersonal trust within the service sector. This research offers empirical insights regarding the means of detecting emotions and of improving the quality and management of knowledge on ICSE.

Details

European Business Review, vol. 32 no. 3
Type: Research Article
ISSN: 0955-534X

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Article
Publication date: 6 June 2016

Divya Mittal and Shiv Ratan Agrawal

The purpose of this paper is to identify the traditional practices in the modern banking system (MBS) and examine the effects of these on employee response, customer

Abstract

Purpose

The purpose of this paper is to identify the traditional practices in the modern banking system (MBS) and examine the effects of these on employee response, customer reactions and customer loyalty, in the context of public sector banks in India. The study also investigates the effects on customers of employees’ use of traditional banking practices in the MBS.

Design/methodology/approach

A total of 460 usable responses were gathered from customers of seven public sector banks in Bhopal (MP), India. The study scales were refined and validated by exploratory factor analysis and confirmatory factor analysis.

Findings

The results indicated that the MBS utilising traditional practices (MBSTP) significantly influences unfavourable employee responses, customer reactions and loyalty. In addition, employee responses in MBSTP motivate and generate unfavourable reactions of customers, which further influence their loyalty adversely towards public sector banks.

Practical implications

The identified traditional practices with MBS are expected to bring clarity to the issue of employee response, customer reaction and loyalty. This would help the management of banks.

Originality/value

The results of the analysis indicated that public sector banking services are facing the internal challenges by its own service processes and employees’ behavioural intentions.

Details

International Journal of Bank Marketing, vol. 34 no. 4
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 31 August 2012

Phumisak Smutkupt, Donyaprueth Krairit and Do Ba Khang

The purpose of this paper is to investigate the impact of SMS (Short Message Service) advertising on consumer perceptions of Au Bon Pain's brand equity in Thailand.

Abstract

Purpose

The purpose of this paper is to investigate the impact of SMS (Short Message Service) advertising on consumer perceptions of Au Bon Pain's brand equity in Thailand.

Design/methodology/approach

The experimental study was based on a 4×2 between‐subjects design, with four levels of message types (personalization, interactivity, general, and no message control) and two levels of permission (with and without permission). Structural equation modeling was utilized to test the hypotheses.

Findings

SMS marketing is found to have a significant positive impact on brand awareness and perceived quality. Personalized, interactive, and general messages are effective for building brand awareness, and general and personalized messages positively influence perceived quality. With the right choice of message, explicit permission enhances the effects of SMS marketing on brand association.

Research limitations/implications

The experiment was conducted over a period of one month, with three SMS ads sent to each subject. Future research could extend the trial period and increase the number and variation of ads to confirm validity of the results.

Practical implications

As text message ads have a strong impact on brand awareness, marketers should focus on using text messages as reminders or updates rather than for complete marketing campaigns. They should also focus on offering permission‐based customers personalized information.

Originality/value

This is among the first mobile marketing experiments in a real‐life setting. Real text‐based promotions from an existing brand (Au Bon Pain) were tested on consumers. This approach creates a natural ad‐processing situation for participants, thus increasing the internal validity of the experiment.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 24 no. 4
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 7 May 2020

Ismail Karabas, Marissa Orlowski and Sarah Lefebvre

Tipping within the foodservice industry has traditionally been reserved for full-service restaurants. However, there is a growing trend of tip requests at limited-service…

Abstract

Purpose

Tipping within the foodservice industry has traditionally been reserved for full-service restaurants. However, there is a growing trend of tip requests at limited-service restaurants, where tipping occurs prior to consuming the product. This research aims to examine the effect of a point-of-sale tip request at limited-service restaurants on return intentions via customer irritation. It also aims to analyze the moderating effects of check amount and perceived deservingness.

Design/methodology/approach

Four online scenario-based experiments were conducted to test the hypotheses. Participants were recruited from MTurk for all experiments (NStudy 1 = 152; NStudy 2 = 296; NStudy 3 = 206; NStudy 4 = 134).

Findings

Studies 1 and 2 suggested a negative impact of presenting a tip request on return intentions, with customer irritation as the underlying mechanism. Study 3 found the indirect effect was significant only when the check amount was low. Study 4 found that perceived deservingness of a tip also moderated this effect; the indirect effect was significant only when customers felt the employee did not deserve a tip. The effect was attenuated when customers felt the employee deserved a tip.

Originality/value

This paper contributes to the underexplored area of tipping behavior in the limited-service context. The findings contrast extant research on voluntary tipping at full-service restaurants, thus advancing theory by suggesting the consequences of tip requests are contextual and providing practical insights to limited-service establishments contemplating whether to begin requesting tips.

Details

International Journal of Contemporary Hospitality Management, vol. 32 no. 5
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 3 July 2009

Susan McKnight

The purpose of this paper is to serve as a reminder to all managers that they must understand their customers, from the customers' perspective, and not make assumptions…

Abstract

Purpose

The purpose of this paper is to serve as a reminder to all managers that they must understand their customers, from the customers' perspective, and not make assumptions about customer needs.

Design/methodology/approach

Customer value discovery workshops are held with undergraduate on‐campus students and academic staff at Nottingham Trent University to identify customer values and irritations. Library staff participate in the workshops and vote as they expect their customers to vote. The gaps identified between staff assumptions of customer perceptions of service importance and performance serve as a catalyst for staff engagement in the change process that is necessary to deliver on the value propositions and reduce customer irritations.

Findings

Library staff assumptions of customer perceptions are not always accurate. The gaps identified help to engage staff in the change process that is necessary to improve perceptions of value and to reduce irritations. By explicitly addressing the value propositions with the aims of adding value and reducing irritation, student satisfaction with library services, as measured by two independent satisfaction surveys, improves considerably.

Research limitations/implications

The research is based on two customer segments of one university library. The research should be repeated after a gap of three‐four years to check if the value propositions and irritations have changed in that time. If so, the goals of the library's operational plan would have to change to reflect the new value propositions.

Practical implications

A comparison of the Customer Value Discovery methodology with LibQUAL+™, which is used internationally, and the Rodski Research Group's method, used in Australia and New Zealand, is given.

Originality/value

The Customer Value Discovery methodology is most often used in the commercial sector. This paper explores its potential in the not‐for‐profit sector in the context of a university library service.

Details

Performance Measurement and Metrics, vol. 10 no. 2
Type: Research Article
ISSN: 1467-8047

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Article
Publication date: 4 June 2019

L. Jean Harrison-Walker

The purpose of this paper is to explore the role of emotions that consumers experience following service failures and to assess the effects of each of these emotions on…

Abstract

Purpose

The purpose of this paper is to explore the role of emotions that consumers experience following service failures and to assess the effects of each of these emotions on important behavioral outcomes.

Design/methodology/approach

This paper extends the work of Wetzer et al. (2007) and draws upon the existing literature to test a series of research hypotheses tying emotions to four important behavioral outcomes primarily using stepwise regression.

Findings

When a service failure occurs, customers experience any of a variety of negative emotions. The effect on behavioral outcomes depends on the specific emotion experienced by the consumer. The current research, which benefits by using retrospective experience sampling, finds that frustration is the predominant emotion experienced by customers following service failure, but that anger, regret and frustration affect behavioral outcomes. Uncertainty also plays a role.

Research limitations/implications

Future research should investigate the antecedents of propensity for emotions and predisposition toward industries, as well as the consequences of word-of-mouth (WOM) praise and WOM activity. Additionally, emotions could be examined by service stage. Several other moderators could be investigated, including severity, complaining behavior, repeat occurrence, service importance, remedies and forgiveness, product vs process failures, tenure, gender and age.

Practical implications

The current research emphasizes the importance of understanding which emotion is being experienced by a customer following service failure to identify the behavioral outcomes that will be most impacted. The specific managerial implications depend upon the specific emotional response experienced by the customer and are discussed separately for anger, regret and frustration. Service personnel must be trained to recognize and address specific customer emotions rather than to provide a canned or generalized response.

Originality/value

To date, there has been little, if any, systematic research into the effects of multiple discrete negative emotions on multiple desirable behavioral outcomes. The current study examines six discrete emotions. Predominant emotions are differentiated from emotional intensity. The behavioral outcomes of reconciliation and reduced share-of-wallet are added to the traditional outcomes of repatronage intentions and negative WOM. While existing research tends to rely on a scenario approach, this study uses the retrospective experience sampling method. The authors distinguish between mixed emotions and multiple emotions. The relative effects of disappointment and regret are examined for each of the four outcomes. Finally, importance-performance map analysis was applied to the findings to prioritize managerial attention. Numerous managerial and research implications are identified.

Details

Journal of Services Marketing, vol. 33 no. 3
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 15 December 2020

Sahar Hosseinikhah Choshaly and Marva Mirabolghasemi

Viral marketing through the internet is an important and cost-effective way to promote products. This study aims to examine the impact of viral marketing strategies (level…

Abstract

Purpose

Viral marketing through the internet is an important and cost-effective way to promote products. This study aims to examine the impact of viral marketing strategies (level of information, level of entertainment, irritation level and source credibility) on the purchasing intention of eco-labelled products.

Design/methodology/approach

The sample consists of a total of 200 shoppers in Hyperstar store in Tehran located in the Tehran Pars area. Data is analysed using descriptive analysis and structural equation modelling technique using Smart partial least squares 3.0.

Findings

Findings indicate that informativeness, entertainment and source credibility are positively related to the purchase intention of eco-labelled products, whereas, irritation is negatively related to the purchasing intention of eco-labelled products.

Practical implications

This study provides directions for green marketers to develop meaningful communication tools to make customers more knowledgeable about eco-labelled products and tries to promote some of the positive associations that consumers have through green viral communication behaviours.

Originality/value

This study offers empirical insights from the perspective of an emerging economy on the determinants of purchase intention of eco-labelled products.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

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Article
Publication date: 17 August 2015

Peter Nyheim, Shi Xu, Lu Zhang and Anna S. Mattila

This paper aims to examine the effect of privacy concern, irritation and personalization on Millennials’ perceptions of personalized smartphone advertising avoidance in a…

Abstract

Purpose

This paper aims to examine the effect of privacy concern, irritation and personalization on Millennials’ perceptions of personalized smartphone advertising avoidance in a restaurant context. The hospitality industry has witnessed a huge surge in mobile activity over the past few years. Mobility opens up a new communication channel and allows industry to connect with their guests in a more personalized way. However, not all customers welcome the personalized advertisements.

Design/methodology/approach

Data were collected from 159 Millennials enrolled in a large state university in the Eastern USA using an online self-administered survey. These Millennials were asked to use a restaurant’s smartphone application for 30 days and then complete a survey based on their perceptions of personalized advertising. Descriptive analysis, reliability, factor analysis and regression analysis were used to evaluate the relationships among the four constructs: privacy concern, irritation, personalization and advertising avoidance, with the first three variables as predictors and advertising avoidance as an outcome.

Findings

The results suggest that advertising irritation is positively related to advertising avoidance, perceived personalization is related with less advertising avoidance, while privacy concern is not related to advertising avoidance.

Originality/value

Although advertising avoidance has previously been studied for the past few decades, little research has explored the underlying mechanisms of the Millennials’ avoidance of personalized smartphone advertising in a restaurant context. The current research suggests information pertinent to strategies for marketing personalized smartphone advertisement for restaurant companies.

Details

Journal of Hospitality and Tourism Technology, vol. 6 no. 2
Type: Research Article
ISSN: 1757-9880

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Article
Publication date: 13 August 2008

Susan McKnight

This paper endeavours to provide answers to the following questions: Is there a correlation between what library customers value and the questions asked in benchmarking…

Abstract

Purpose

This paper endeavours to provide answers to the following questions: Is there a correlation between what library customers value and the questions asked in benchmarking satisfaction surveys? Is there a core set of academic library customer values? Are there differences between what academic library customers value in Australia when compared to their counterparts in England? Do library customer values change over time?

Design/methodology/approach

The results of two similar university libraries' customer value discovery research are compared with each other, and also with the question set in the LibQUAL+™ survey. As the customer value discovery research was undertaken six years apart, the results are compared to see if there has been change over time.

Findings

Academic library customers identified a core set of values, and these values mapped reasonably well to the LibQUAL+™ instrument. However, there were unique value factors identified by the various customer segments that did not map. Some questions in LibQUAL+™ were more detailed in their exploration of library staff attributes than customers identified in their value proposition. Customers identify their values +without reference to library jargon.

Originality/value

The paper shows that customer value discovery and LibQUAL+™ are both valuable management tools that identify services and resources of importance to library customers.

Details

Library Management, vol. 29 no. 6/7
Type: Research Article
ISSN: 0143-5124

Keywords

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