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Article
Publication date: 30 November 2021

Thanh Tiep Le, Aviral Kumar Tiwari, Abhishek Behl and Vijay Pereira

This study aims to evaluate the impact of perceived cause- related marketing (perceived-CRM) on the repurchase intention (CRIN). Besides, brand image (BIMA) and customer

Abstract

Purpose

This study aims to evaluate the impact of perceived cause- related marketing (perceived-CRM) on the repurchase intention (CRIN). Besides, brand image (BIMA) and customer satisfaction (CSAT) connect this relationship as mediating variables. Especially, the role of perceived corporate social responsibility (perceived-CSR) contributed to this nexus between perceived-CRM and BIMA, perceived-CRM and CSAT in emerging economies.

Design/methodology/approach

The paper follows a quantitative approach. Based on a comprehensive literature review on perceived-CSR, perceived-CRM , BIMA, CSAT and repurchase intention, the authors evaluate the impact of those constructs on repurchase intention in an emerging market. The study sample was composed of 395 responses covering customers of consumer goods. The study uses the Smart PLS-SEM version 3.3.2 to analyze the data.

Findings

The findings revealed significant contributions to the extant CRM literature in some ways. This study's outcomes contribute to extending the existing literature on CRM and CSR. Specifically, the extension focuses on the mediating and moderating effects of BIMA, CSAT and perceived-CSR, respectively, in the relationship between perceived-CRM and CRIN. Moreover, the novelty of this study lies in providing a new approach to the influence of perceived-CRM on CRIN, with the mediating of BIMA, CSAT and moderating effects perceived-CSR integrated into a conceptual model.

Practical implications

From a management perspective, the contribution of this study plays a very important role in strategic planning to enhance competitive advantage and improve business performance on a sustainable basis. This sustainability is founded on an insight into how changes in contextual factors affect the perception and consumer behavior of millennials in fast-moving consumer goods (FMCG) market, especially in a context of Covid-19 global crisis. It is important to emphasize that genuineness and transparency in all activities and communications are a prerequisite in today's sensitive context. The application of acquired insight into practice will help businesses operating in the consumer sector improve brand reputation and CSAT. As a result, this leads to enhanced competitive advantage of the business in the market, improved market performance and ultimately to an improvement in the overall performance of the enterprise.

Originality/value

This is the first study that explores the moderating role of perceived CSR on the nexus between perceived-CRM with brand image (BIMA) and CSAT to the best of our knowledge. Besides, the study also discovers the mediating role of BIMA and CSAT between perceived-CRM and repurchase-intention in an emerging economy. Findings in this study provided additional evidence to the increasingly important roles of perceived-CRM and perceived-CSR in creating win-win relationships with customers, aiming to solve specific social causes jointly. Further, the perceived-CRM and perceived-CSR mechanisms help businesses enhance their intangible assets and competitive advantages through enhanced BIMA and stronger CRIN. In the current context, the business environment is changing rapidly due to many factors that lead to increased competition at a global level. Therefore, improving competitive advantage is a mandatory condition for businesses to survive and develop sustainably.

Details

Management Decision, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 18 June 2018

Hayford Amegbe and Christian Nedu Osakwe

The purpose of this paper is to develop a better understanding of the practical matter of customer loyalty (CLOY) in the banking industry context. As such, this paper…

Abstract

Purpose

The purpose of this paper is to develop a better understanding of the practical matter of customer loyalty (CLOY) in the banking industry context. As such, this paper explores, in detail, the antecedent factors to building strong CLOY. More specifically the focus is on the constructs of customer care (CARE), product/service offerings appeal (PSOA), customer satisfaction (CSAT) and brand trust (TRUS).

Design/methodology/approach

This wok relies purely on a positivist research paradigm. In doing so, structured questionnaires were administered to research subjects. For statistical processing, the PLS-SEM technique was deemed appropriate.

Findings

The two biggest takeaways of this work are the findings about the indirect influence of PSOA and CARE on CLOY. This paper reveals the relations to be sequentially mediated by CSAT and TRUS. Besides, data support the mediating effect of CSAT on CARE-TRUS link, as well as the mediation of TRUS on CSAT-CLOY link. Other findings indicate PSOA and CARE are key determinants of CSAT, CARE is also a key determinant of TRUS.

Research limitations/implications

There are limits that come with the present analysis. One of the major limits is in the fact that it was conducted in a single country’s setting, thus limiting the generalizability of the research findings. As a result, this research report merits to be adequately scrutinized in differing financial landscapes. Finally, the broader implication of this research is that the road toward achieving strong CLOY is far more complex than previously imagined.

Practical implications

To generate sustained CLOY, a solid starting point for bank products managers in particular is to design more attractive products for their target audiences. Meanwhile, the special role of quality CARE cannot be overstated (enough), and so managers should allocate more resources in this area. In sum, this study encourages financial services managers to continue to pay greater attention to critical dimensions related to CLOY, such as PSOA, CARE, CSAT and TRUS.

Originality/value

The present analysis provides a clearer explanation of how the above-mentioned constructs are interconnected together. By using top Ghanaian banks’ customers as a test case for the research, the authors are helping to develop a more balanced approach to achieving sustained CLOY. Finally, the value of this work rests in the complex relations studied

Details

International Journal of Bank Marketing, vol. 36 no. 5
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 12 February 2019

Kong YuSheng and Masud Ibrahim

The concept of innovation is gaining ground steadily in the context of an increasingly competitive and highly volatile banking sector. The purpose of this paper is to find…

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1776

Abstract

Purpose

The concept of innovation is gaining ground steadily in the context of an increasingly competitive and highly volatile banking sector. The purpose of this paper is to find out the role of service innovation (SI) in the relationship between service delivery (SERVD), customer satisfaction (CSAT) and loyalty in the banking sector of Ghana.

Design/methodology/approach

Drawing from banking and marketing literature, a conceptual framework was developed and tested using data from 450 sampled customers of commercial banks in Ghana. The data were analyzed using partial least squares structural equation modeling.

Findings

The findings indicate that SI has direct influence on SERVD and CSAT. Again the findings revealed a positive relationship between SERVD, CSAT and bank customer loyalty.

Research limitations/implications

This study offers theoretical support for the adoption of innovative techniques in service provision and delivery.

Originality/value

This paper provides an initial study into innovation management in financial services context in an emerging economy.

Details

International Journal of Bank Marketing, vol. 37 no. 5
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 22 October 2020

Epaminondas Epaminonda, Johnny Chaanine, Demetris Vrontis, Alkis Thrassou and Michael Christofi

The paper aims to identify, analyze and discuss the links between information and communications technology (ICT) and knowledge management (KM), on the one hand, and job…

Abstract

Purpose

The paper aims to identify, analyze and discuss the links between information and communications technology (ICT) and knowledge management (KM), on the one hand, and job satisfaction (JS) and customer satisfaction (CSAT), on the other hand, in hospitals in Lebanon.

Design/methodology/approach

A mixed-methods approach has been adopted that utilizes both quantitative and qualitative primary data, along with supportive and peripheral secondary ones. Specifically, a survey measuring variables was conducted among health-care professionals, with whom interviews were also conducted for greater depth and to refine the findings and relationships under study.

Findings

The results of the quantitative study find no statistically significant relationships between the variables. The qualitative study suggests that this is likely because of the subjectivity of the evaluations and/or their mutual canceling. This is further partly explained not only through technical/functional deficiencies of the system but also through the impact of implicit and peripheral forces, adjacent to contextual aspects.

Originality/value

The research adds significant and focused knowledge on the subject of the linkage of ICT and KM with JS and CSAT, in the context of emerging economies.

Details

Journal of Knowledge Management, vol. 25 no. 3
Type: Research Article
ISSN: 1367-3270

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Article
Publication date: 22 June 2012

A.K. Siti‐Nabiha, W.Y. Thum and G.D. Sardana

Performance of service desk is critical to an organization. The purpose of this paper is to examine the performance measurement system of a technical assistance center at…

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2398

Abstract

Purpose

Performance of service desk is critical to an organization. The purpose of this paper is to examine the performance measurement system of a technical assistance center at one of the largest semi‐conductor manufacturers in the world. The study examines top performance issues faced by the service desk and provides recommendations to address these issues.

Design/methodology/approach

A case study approach has been adopted. An analysis is first carried out as to how the performance system has been developed in the organization. A number of employees associated with the service desk have been interviewed, to take into account the employees' views on the performance measurement and the appraisal and reward system of service desk agents. In addition, secondary data as available in public domain have been used. Data from the customer satisfaction survey were analyzed to determine performance issues faced by the service desk and to ascertain the root cause of the performance gap.

Findings

The top performance issues faced by the service desk of the case organization are in areas of poor communication, high time consumption in service delivery, poor trouble shooting, poor knowledge of the agents, and confusing phone menu. The top four areas that need focus and improvement are Resolution Rate (RR), Customer Satisfaction (CSAT), Total Utilization, and Tickets per Agent per Week (TAW). In addition, there are mismatches between the employees and the management of the service desk regarding the rewards and recognition system.

Practical implications

Both customer satisfaction and employee satisfaction are vital for the survival of an organization. Performance measures as suggested are effective tools to plan initiatives for improvement.

Social implications

Satisfaction of employees is closely linked with a performance measurement system which determines appraisal and incentives. A wrong or inappropriate measurement system can bring down motivation levels, creating low productivity, low earnings, low customer satisfaction, and social tensions. There are larger social implications: ineffective performance measures will bring down employment levels because of attrition.

Originality/value

Performance measurement in service is comparatively new. The study described in the paper should prove to be a valuable addition and the paper offers methods to improve performance and action plans to close performance gaps, to enhance customers' experience in a service organizational setting.

Open Access
Article
Publication date: 1 February 2018

Jeroen Schepers and Edwin J. Nijssen

Many organizations expect their service engineers, or frontline employees (FLEs), to behave as brand advocates by engaging in favorable communication about the brand and…

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8707

Abstract

Purpose

Many organizations expect their service engineers, or frontline employees (FLEs), to behave as brand advocates by engaging in favorable communication about the brand and its offerings toward customers. However, this approach is not without risk as customers may be disappointed or even frustrated with brand advocacy behavior in many service encounters. The purpose of this paper is to study the impact of FLEs’ brand advocacy on customer satisfaction with the service encounter, and identify the conditions under which the effects are detrimental. This paper specifically considers service issue severity and product newness as contingency conditions.

Design/methodology/approach

Building on social identification theory, the paper builds a conceptual model, which is empirically tested using a data set that matches data from service engineers, customers, and archival records from the after-sales service department of a globally operating business-to-business print and document management solutions provider.

Findings

This paper finds that brand advocacy behavior harms customer satisfaction especially in service encounters that involve simple service issues (e.g. maintenance) for products that are new to the market. Fortunately, brand identification can compensate this negative effect under many service conditions. While the joint effect of brand identification and advocacy is most beneficial for severe service issues of new products, no effect on customer satisfaction was found for established products.

Practical implications

This paper identifies those service situations in which brand advocacy is advisable and guides managers toward achieving more favorable customer evaluations.

Originality/value

Past research has considered several FLE branding activities in the frontline but the effects of brand advocacy have not been isolated. In addition, most studies have assumed the effects of employee brand-related behaviors on customer satisfaction to be universally positive rather than negative and focused on antecedents and not on moderators and consequences.

Details

Journal of Service Management, vol. 29 no. 2
Type: Research Article
ISSN: 1757-5818

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Article
Publication date: 16 June 2021

Khawaja Fawad Latif

Based on the tenets of complexity theory, the purpose of the study is to identify the causal recipes that can lead to improved customer loyalty.

Abstract

Purpose

Based on the tenets of complexity theory, the purpose of the study is to identify the causal recipes that can lead to improved customer loyalty.

Design/methodology/approach

A cross-country sample was drawn from Pakistan, China and Italy to explore customers’ hotel experiences. The study used asymmetrical fuzzy set qualitative comparative analysis (fsQCA) to unearth the recipes of antecedent conditions that can predict high scores in customer loyalty.

Findings

The study results complementing the major tenets of complexity theory found several recipes in each of the countries that can lead to improved customer loyalty.

Practical implications

Instead of focusing on individual factors, and how they impact loyalty, the study will help hotel management to understand the complexity of loyalty and it may not be improved through individual focus on antecedent conditions, instead, different pathways/recipes can help improve the loyalty. The study will help managers uncover alternative ways to attain increasing customer loyalty. The results reveal that customers in different countries have varied paths leading to loyalty, showing that hotel administration should not consider all customers as equal, with changing culture there is a change in how high loyalty may be achieved.

Originality/value

Customer loyalty is a complex construct, and the latest research reveals that symmetric methods have significant limitations, as they view loyalty as an outcome of isolated antecedents. Symmetric methods are less informative and have limited theoretical implications. Drawing on the tenets of complexity theory the study contributes to the loyalty literature in the hotel industry by highlighting the causal configurations leading to improved customer loyalty.

Details

International Journal of Contemporary Hospitality Management, vol. 33 no. 5
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 1 August 1998

Phil Bowden

Describes, utilising practical examples/results, how Nortel Wireless Networks initially recognised the need to enhance the existing emphasis on purely customer satisfaction

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6869

Abstract

Describes, utilising practical examples/results, how Nortel Wireless Networks initially recognised the need to enhance the existing emphasis on purely customer satisfaction to that of an evolving focus on customer loyalty, i.e. retaining customers and generating repeat orders. It also highlights how the business evolved the existing customer satisfaction process taking into account global customer base requirements such as language, culture and respondent influence within the recipient organisation, the process by which this was enacted, and the rationale behind the evolution from a customer satisfaction strategy to that of a customer value management methodology leading towards increased customer loyalty. Details the current process by which customer value management is being rolled out through the organisation.

Details

Managing Service Quality: An International Journal, vol. 8 no. 4
Type: Research Article
ISSN: 0960-4529

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Article
Publication date: 2 August 2018

Mahbubul Haque and Rafikul Islam

This study aims to investigate the proposed relationships concerning the supply chain collaboration (SCC) practices and knowledge sharing with organizational performance…

Abstract

Purpose

This study aims to investigate the proposed relationships concerning the supply chain collaboration (SCC) practices and knowledge sharing with organizational performance in the pharmaceutical industry of a developing country.

Design/methodology/approach

In total, 203 executives working in various pharmaceutical companies of Bangladesh participated in the study. Factor analysis and structural equation modeling were applied to test the proposed research hypotheses.

Findings

This study reveals that both knowledge sharing and collaboration practices in the supply chain significantly influence customer satisfaction leading to business competitiveness as evidenced in the superior product quality and new product innovation in this knowledge-intensive industry. It further reveals a statistically significant correlation between SCC and knowledge sharing practices.

Research limitations/implications

This study is performed only on the manufacturers in the pharmaceutical industry from the perspective of a developing country. Future studies could cover other entities operating in a pharmaceutical supply chain.

Practical implications

The findings of the study have significant practical implications due to the fact that the aspect of knowledge sharing exerts influence on customer satisfaction that holds the key to competitive priorities. The managers need to address this issue seriously.

Originality/value

Few studies have been performed vis-a-vis the impact of both SCC and knowledge sharing on the organizational outcomes in the pharmaceutical industry from the perspective of a developing country.

Details

Journal of Global Operations and Strategic Sourcing, vol. 11 no. 3
Type: Research Article
ISSN: 2398-5364

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Article
Publication date: 1 January 1998

Phil Bowden

Measurement of customer satisfaction is integral to a culture of continuous improvement. But Nortel, the telecommunications multinational has taken it a step further in…

Abstract

Measurement of customer satisfaction is integral to a culture of continuous improvement. But Nortel, the telecommunications multinational has taken it a step further in developing a practical process and tool kit for the enhancement of customer loyalty through customer value management for competitive advantage.

Details

Measuring Business Excellence, vol. 2 no. 1
Type: Research Article
ISSN: 1368-3047

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