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1 – 10 of over 13000Thamaraiselvan Natarajan and Deepak Ramanan Veera Raghavan
Building on the relationship marketing and stimulus-organism-response (SOR) theory, the purpose of this paper is to study the impact of the integrated store service quality (ISSQ…
Abstract
Purpose
Building on the relationship marketing and stimulus-organism-response (SOR) theory, the purpose of this paper is to study the impact of the integrated store service quality (ISSQ) on the omnichannel customer lifetime value (CLV). The mediating role of customer commitment (affective, normative and continuance) and relationship program receptiveness with the moderating role of customer relationship proneness were relied upon to better understand the omnichannel customer profitability metric (CLV).
Design/methodology/approach
The study is descriptive and relies upon the cross-sectional data collected using the self-administered structured questionnaires from 785 omnichannel shoppers. A purposive sampling technique was performed in the study. Structural equation modeling was performed using the SMART-PLS 4.0 software to analyze the data.
Findings
The results indicate that omnichannel customer commitment (affective, normative and continuance) differentially mediates the relationship between ISSQ and relationship program receptiveness, subsequently impacting the omnichannel CLV. The customer relationship proneness significantly and positively moderated the relationships between different dimensions of customer commitment and relationship program receptiveness.
Research limitations/implications
The study relied upon the cross-sectional data from the Indian population aged above 18 years for testing the proposed model. Further studies could test the model across different populations to generalize the study results.
Originality/value
This study addresses the need to investigate the omnichannel retail store customer profitability and their relationship performance with the store. By testing the customer relationship management model in the omnichannel retail store context, this study is the first to show that ISSQ will impact the customer profitability and relationship performance metric (CLV) through omnichannel customer commitment and relationship program receptiveness. The moderating effect of customer relationship proneness on a few proposed hypotheses was also tested to give managerial recommendations.
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Halimin Herjanto, Muslim Amin and Cut Erika Fatimah
This study investigates the role of knowledge collecting and donating in enhancing relationship proneness and intimacy and improving a bank's salesperson satisfaction and…
Abstract
Purpose
This study investigates the role of knowledge collecting and donating in enhancing relationship proneness and intimacy and improving a bank's salesperson satisfaction and performance.
Design/methodology/approach
Using the snowball technique, 315 online questionnaires were collected from commercial banks. A total of 300 useable questionnaires were included for further analysis.
Findings
The findings demonstrated that knowledge collecting affects relationship proneness and salesperson performance, while knowledge donating affects relationship proneness but not satisfaction. The results also suggested that relationship proneness is responsible for salesperson intimacy. Furthermore, intimacy was found to affect salesperson performance and satisfaction. Finally, salesperson satisfaction was found to affect salesperson performance positively.
Practical implications
The findings help bankers understand and utilize the power of their knowledge management in improving their sales performance and developing suitable training and strategies to strengthen salesperson intimacy.
Originality/value
This study incorporated knowledge management, relationship proneness and intimacy to enhance a better understanding of how these indicators will affect the salesperson's satisfaction and performance.
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Sithembisile Sakhikhaya Radebe, Silas Formunyuy Verkijika and Brownhilder Ngek Neneh
Social media is widely regarded as a strategic resource to improve firm performance. However, there are mixed findings on how businesses can use social media for better…
Abstract
Purpose
Social media is widely regarded as a strategic resource to improve firm performance. However, there are mixed findings on how businesses can use social media for better performance. This study aims to propose and test a mechanism through which social media can influence firm performance.
Design/methodology/approach
A survey approach was used to collect data from 262 small businesses in South Africa. The data were analysed using structural equation modelling (SEM) to assess the hypothesised relationships.
Findings
The findings support the significant role of social media in fostering firm performance. It is observed that the use of social media influences firm performance through three key customer-centric constructs: the strength of customer–firm relationships, customer orientation and customer co-creation. Additionally, the relationship between the strength of customer–firm relationships and firm performance is moderated by customer co-creation.
Originality/value
The study provides new insights into the mechanism through which social media fosters firm performance. Due to a lack of universality in establishing the direct effect of social media use on firm performance, providing evidence of an indirect path becomes vital for advancing knowledge on social media use in business. As such, this study contributes to the literature on social media and entrepreneurship by demonstrating a novel mechanism through which social media influences firm performance.
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Liming Lin, Zhaoyang Guo and Chenxi Zhou
Despite service downgrades' undisputed practical relevance, service downgrades (e.g. customers shifting the price tier downward) have received surprisingly little attention from…
Abstract
Purpose
Despite service downgrades' undisputed practical relevance, service downgrades (e.g. customers shifting the price tier downward) have received surprisingly little attention from scholars. Previous studies have focussed on either the public policy issue of tiered pricing or optimal pricing by the service provider. Only a few studies have examined why customers shift across different price tiers and how such activities indicate their future behaviour.
Design/methodology/approach
Based on customer data collected from a major telecommunications company, the authors use a logistic regression model to investigate how two service modification levers (i.e. transaction- and relationship-level factors) influence the likelihood of service downgrade. The authors apply a survival model to study how service downgrades affect customer churn.
Findings
Transaction-level factors such as service usage (e.g. the frequency and recency of underuse experiences) are positively associated with the likelihood of a downgrade. However, relationship-level factors (e.g. relationship duration and customer status) are negatively associated with the likelihood of downgrades. Customers engaging in downgrades are more likely to churn in the future.
Originality/value
The authors focus on downgrade behaviour, which can be perceived as customers' choice to move down the price tier, which likely ruins the service provider's performance. The authors conceptualise two fundamental driving forces behind a service downgrade: the misfits between the actual usage and the service plan chosen and the deteriorating relationships. The authors' empirical findings on the factors influencing downgrades provide insights for service providers seeking to prevent such behaviour.
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Ingmar Geiger and David Naacke
Research on customer-perceived relationship value (CPRV) in business-to-business (B2B) markets has flourished over the past two decades. This paper aims to meta-analytically take…
Abstract
Purpose
Research on customer-perceived relationship value (CPRV) in business-to-business (B2B) markets has flourished over the past two decades. This paper aims to meta-analytically take stock of this research stream. It creates a comprehensive overview of the theoretical bases of CPRV research and establishes CPRV in its nomological network. The latter includes relationship benefits and sacrifices, offer quality, trust, switching costs, satisfaction, commitment, loyalty and salience of alternatives. Meaningful boundary conditions of the links to and from CPRV emerge from this research.
Design/methodology/approach
To locate suitable primary studies for inclusion in this meta-analysis, a comprehensive literature search was performed. Selection criteria ensured that only suitable B2B samples were included. Meta-analytical random and mixed-effects models were performed on a sample of k = 83 independent data sets from 94 primary publications, with a total n = 22,305.
Findings
All constructs are strongly related to CPRV in the expected direction, except for switching costs and salience of alternatives with a moderate relationship and relationship sacrifices with a non-significant mean association. Firm type (manufacturing, non-manufacturing), key informant role (purchaser, non-purchaser), supplier offering type (goods, services) and measurement approach (reflective, formative) function as boundary conditions in the moderation analysis.
Originality/value
This study is one of the very rare meta-analyses that draws exclusively from B2B marketing primary studies. It summarizes and solidifies the current theoretical and empirical knowledge on CPRV in business markets. The novel inclusion of boundary conditions offers additional insight over primary studies and makes for interesting new research directions.
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Carla Ramos, Adriana Bruscato Bortoluzzo and Danny P. Claro
This study aims to capture how the association between a multichannel relational communication strategy (MRCS) and customer performance is contingent upon such customer…
Abstract
Purpose
This study aims to capture how the association between a multichannel relational communication strategy (MRCS) and customer performance is contingent upon such customer performance (low- versus high-performance customers) and to reconcile past contradictory results in this marketing-related topic. To this end, the authors propose and validate the method of quantile regression as an unconventional, yet effective, means to proceed to that reconciliation.
Design/methodology/approach
This study collected data from 4,934 customers of a private pension fund firm and accounted for both firm- and customer-initiated relational communication channels (RCCs) and for customer lifetime value (CLV). This study estimated a generalized linear model and then a quantile regression model was used to account for customer performance heterogeneity.
Findings
This study finds that specific RCCs present different levels of association with performance for low- versus high-performance customers, where outcome customer performance is the dependent variable. For example, the relation between firm-initiated communication (FIC) and performance is stronger for low-CLV customers, whereas the relation between customer-initiated communication (CIC) and performance is increasingly stronger for high-CLV customers but not for low-CLV ones. This study also finds that combining different forms of FIC can result in a negative association with customer performance, especially for low-CLV customers.
Research limitations/implications
The authors tested the conceptual model in one single firm in the specific context of financial services and with cross-sectional data, so there should be caution when extrapolating this study’s findings.
Practical implications
This study offers nuanced and precise managerial insights on recommended resource allocation along with relational communication efforts, showing how managers can benefit from adopting a differentiated-customer performance approach when designing their MRCS.
Originality/value
This study provides an overview of the state of the art of MRCS, proposes a contingency analysis of the relationship between MRCS and performance based on customer performance heterogeneity and suggests the quantile method to perform such analysis and help reconcile past contradictory findings. This study shows how the association between RCCs and CLV varies across the conditional quantiles of the distribution of customer performance. This study also addresses a recent call for a more holistic perspective on the relationships between independent and dependent variables.
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Reihaneh Alsadat Tabaeeian, Majid Mohammad Shafiee and Azarnoush Ansari
This paper aims to investigate the effect of gamified e-service quality (GE-SQ) on customer value co-creation, relationship quality and purchase intention in e-retailing.
Abstract
Purpose
This paper aims to investigate the effect of gamified e-service quality (GE-SQ) on customer value co-creation, relationship quality and purchase intention in e-retailing.
Design/methodology/approach
A questionnaire was used to collect data from a sample of 549 e-retailing customers who participated in a gamified online service process. A structural equation modeling approach was adopted to analyze the model.
Findings
The empirical evidence confirmed that GE-SQ encouraged customer value co-creation behavior and relationship quality. Customer value co-creation and relationship quality led to higher purchase intention. Also, value co-creation and relationship quality partially mediated the relationship between GE-SQ and purchase intention.
Originality/value
The findings increase our knowledge of GE-SQ and its behavioral consequences. Moreover, the study proposes and validates a theoretical framework based on GE-SQ, value co-creation and customer relationship quality. This study provides insight into using gamification as a practical tool in the e-retailing industry.
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Cong Zhou, Weili Xia and Taiwen Feng
This study aims to explore how relationship trust and different types of influence strategy (i.e., non-coercive and coercive influence strategy) impact green customer integration…
Abstract
Purpose
This study aims to explore how relationship trust and different types of influence strategy (i.e., non-coercive and coercive influence strategy) impact green customer integration (GCI), while investigating the moderating mechanisms of big data development and social capital.
Design/methodology/approach
Following hierarchical linear regression analysis, the authors examine hypothesized relationships by combining survey data from 206 Chinese manufacturers with secondary data.
Findings
The results show that relationship trust positively affects non-coercive influence strategy, while its impact on coercive influence strategy is insignificant. Non-coercive influence strategy has an inverted U-shaped impact on GCI. Furthermore, big data development flattens the inverted U-shaped relationship between non-coercive influence strategy and GCI. Conversely, social capital steepens the inverted U-shaped relationship between non-coercive influence strategy and GCI.
Practical implications
This study sheds light on managers on how to involve customers in GCI through friendly strategies that favor the involvement of customers and the willingness to develop environmentally friendly initiatives.
Originality/value
Although GCI has received widespread attention, how it can be enhanced remains unclear. These findings provide novel insights into the emerging GCI literature and complement social exchange theory.
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Kenneth Shiu Pong Ng, Yan Feng, Ivan Ka Wai Lai and Lois Zi-Yu Yang
This study aims to develop a conceptual model to understand how customer knowledge management (CKM) affects fitness club membership renewal through the mediation of relationship…
Abstract
Purpose
This study aims to develop a conceptual model to understand how customer knowledge management (CKM) affects fitness club membership renewal through the mediation of relationship quality.
Design/methodology/approach
Data were collected outside of fitness clubs using a systematic sampling method. A total of 224 valid responses were collected. Structural equation modelling was used to evaluate the relationship between the constructs of the research model.
Findings
The results indicate that both knowledge from customers and knowledge for customers have a positive influence on customer satisfaction and customer trust. Among them, knowledge for customers has a stronger influence on customer satisfaction while knowledge from customers has a greater influence on customer trust. Additionally, three dimensions of relationship quality (customer satisfaction, customer trust and customer commitment) positively influence membership renewal intention with customer commitment exhibiting the greatest influence on it.
Originality/value
This study combines the theories of CKM and relationship quality management to explain why members will renew their service contracts. By using fitness clubs as an example, this research extends the authors' understanding of how knowledge from and for customers can influence customers' attitudes and behavioural intentions towards service companies.
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Vibhava Srivastava, Deva Rangarajan and Vishag Badrinarayanan
This study aims to investigate the role of three customer equity drivers on customer repurchase intent in business-to-business (B2B) markets. It also explores the interconnected…
Abstract
Purpose
This study aims to investigate the role of three customer equity drivers on customer repurchase intent in business-to-business (B2B) markets. It also explores the interconnected nature of equity drivers, specifically, the effects of brand equity and value equity on relationship equity. Further, it investigates how perceived switching costs moderates the interrelationships between customer equity drivers. The authors explore the interrelationships between the customer equity drivers in a B2B context involving commodity products in a developing market.
Design/methodology/approach
Data collection was done from a pool of 184 institutional customers of a lubricant brand in a developing market. The sample had representations of buyer organizations across sectors, namely, automobile, cement, metal, fertilizer, railway, defence and mining, etc. The final data were subjected to partial least squares-based structural equation modeling to test the hypothesized model.
Findings
The study found a direct effect of brand equity, and value equity on relationship equity and an indirect effect on repurchase intent, namely, relationship equity. Perceived switching cost was found to moderate the interaction between brand equity and relationship equity as well as between value equity and relationship equity. The direct effect of relationship equity on repurchase intent was also significant.
Practical implications
The study implies that B2B firms should ground their marketing program on these customer equity drivers, especially when dealing with commodity products. The absence of any of these drivers would be detrimental in customer retention. The study also establishes the relevance of switching cost(s) and its impact on the underlying dynamics between the different equity drivers in the context of commodity products. The customer equity drivers along with switching costs, if managed well, may become switching barriers for customers and eventually would ensure recurring revenue through repeat purchases.
Originality/value
To the best of the authors’ knowledge, this is one of the first studies that focuses on the disaggregated effect of customer equity on customer outcomes in the B2B context. Furthermore, this study investigates how perceived switching costs moderates the interrelationships between customer equity drivers in the industrial sales context in an emerging market.
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