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Previous literature on sustainable supply chain management has largely adopted an instrumental view of stakeholder management and has focused on understanding the effect of powerful stakeholders who have a more decisive influence on an organization's supply chain decisions. Social enterprises have emerged as organizations that often aim to create impact by integrating marginalized stakeholders into their operations and supply chains. This study examines the trade-offs that social enterprises experience due to their moral stance toward stakeholder engagement, evidenced in their commitment to serving marginalized stakeholders, as well as the responses adopted to these trade-offs.

The study follows a theory elaboration approach through a multiple case study design. The authors draw on insights from stakeholder theory and use the empirical insights to expand current constructs and relationships in a novel empirical context. Based on an in-depth analysis of primary and secondary qualitative data on ten social enterprises, the authors examine how these organizations integrate marginalized stakeholders into various roles in their operations.

When integrating marginalized customers, suppliers and employees, social enterprises face affordability, reliability and efficiency trade-offs. Each trade-off represents conflicts between the organization's needs and the needs of marginalized stakeholders. In response to these trade-offs, social enterprises choose to internalize the costs through slack creation or vertical integration or externalize the costs to stakeholders. The ability to externalize is contingent on the growth orientation of the organization and the presence of like-minded B2B (Business-to-Business) customers. These responses reflect whether organizations accept the trade-offs at the expense of one or more stakeholders or if they avoid the trade-offs and find mutually beneficial solutions.

Building on the empirical insights, the authors elaborate on stakeholder theory with a focus on the integration of marginalized stakeholders by emphasizing a moral justification for stakeholder engagement, identifying the nature of the underlying trade-offs which can arise when various stakeholder needs are in conflict and examining the contingencies affecting organizational responses to these trade-offs.

The motivation for this study comes from decision making related to strategic marketing orientations in international markets. The authors examine if customer orientation and customer relationship orientation perform as two distinct constructs in driving firm innovativeness, and how together they support business growth among export firms. This study aims to suggest a customer-centric strategy for export firms that drive innovativeness and growth.

An international corporation specialized in company information services provided a list of the contact information of Italian companies. The authors sent an email request to respond to an online survey and received 416 effective responses from firms operating in export markets. The authors propose and empirically test a model in which customer orientation, customer relationship orientation and innovativeness predict business growth. This model controls for the effects of firm size, industry and customer type (B2B vs. B2C).

The study findings suggest that customer orientation and customer relationship orientation are two distinct strategic orientations driving innovativeness. However, they do not directly affect business growth. Instead, they require the innovativeness of an exporter to materialize as business growth.

The results of the study recommend business strategies focusing not only on customer needs and satisfaction but also on retaining current customers and building customer relationships in international markets. Firms can learn from international customers and develop effective customer-centric strategies to spread the acquired information into the internal decision-making as it contributes to firm innovativeness and business growth in international markets.

This study is one of the pioneering studies combining customer orientation and customer relationship orientation, showing their theoretical and empirical divergence. This study is also among the first which tests how the two strategic orientations together with innovativeness promote business growth among export firms. The authors add understanding of the synergistic effects both of using customer information and developing deeper relationships on firm innovativeness and performance among exporters.

The purpose of this study is to investigate important factors that help explain customer willingness to adopt mobile banking (M-banking). To this end, the unified theory of acceptance and use of technology 2 (UTAUT2) was applied and to more accurately predict customer behavioral intentions, it was attempted to extend it.

The research data were collected from 396 customers of Iranian private banks who had the experience of using M-banking. The structural equation modeling technique was used to test the research hypotheses.

Findings suggest that performance expectancy, effort expectancy, social influence, facilitating conditions, habit, hedonic motivation, perceived value and trialability are endorsed as proponents of M-banking adoption intention. On the other hand, M-banking adoption intention has also had a significant positive effect on actual use behavior and word-of-mouth (WOM). WOM has also influenced actual use behavior and mediated the relationship between M-banking adoption intention and actual use behavior.

The present study focuses on private banks, therefore, although it is sufficient, it is limited to private cases. This study contributes to the literature on M-banking services and actual use behavior. By appropriately focusing on M-banking adoption intention and the service quality provided, banks can strengthen their relationships with customers, thereby stimulating actual customer behavior such as actual use behavior and WOM.

From theoretical and managerial aspects, this study has particular value for the literature on M-services’ intention in general and banking in particular. The present study provides a conceptual framework for M-banking adoption intention, which could be used in M-banking services. In addition, this study sought to extend UTAUT2 and to examine the mediating role of WOM in actual use behavior motivation as well.

The research aims to examine the influence of perceived value (PV) dimensions on brand loyalty of luxury car owners and to examine the mediating role of attitudinal loyalty (AL) between PV dimensions and behavioral loyalty (BL).

Primary data for the study were gathered from the luxury car owners in Kerala, India. The construct measurements have been adopted from previous research studies. Structural equation modeling with the partial least square (PLS) technique was used to analyze the measurements and conceptual model.

The findings show that out of four PV dimensions among luxury car owners, the hedonic value (HV) significantly influences their AL. Economic value influences BL, and social values have an impact on AL as well as BL, but the relationship of functional value with any is not supported by the results. AL is a strong predictor of BL, and it actively mediates the relationship of HV and symbolic value with BL.

The manufactures of luxury cars provide more importance to hedonic and symbolic elements while launching new models and consider the price perceptions of the targeted customers while making decisions related to brand attachment and brand loyalty.

This study contributes to the decision-making of the rapidly growing vehicle market by examining the perceptions and by providing the effects of perceived values among luxury car owners. Also, it extends the literature by developing a framework for PV dimensions on AL and BL and also incorporated the mediating role of AL.

The purpose of this paper is to investigate the role of the retailer’s brand strength as a potential predictor of loyalty. It also examines the role of customer satisfaction (CS) to the retailer’s loyalty as well as its impact on the retailer’s brand strength.

The study was conducted in the grocery context and in a market under recession using the European Customer Satisfaction Index (ECSI) model. Data were collected through a telephone survey from 2,000 participants responsible for the household grocery shopping with a quota of 250 respondents from each of the leading grocery retailers in Greece. A formative measurement model was developed and the collected data were analyzed using partial least square path modeling.

The findings revealed that the strength of the retailer’s brand and CS influence retail loyalty and that brand strength mediate the strength of CS to loyalty. Results also suggested that the expectations and the perceptions toward the retailer’s product offering are the most important drivers of CS and loyalty. Thus, the study has proved the importance of the functional store attributes to CS and loyalty in the grocery store setting.

Research examining the suitability of the ECSI model in the grocery setting and in a market under economic crisis is scarce. This paper addresses these shortcomings by examining a customer loyalty model which incorporates the brand strength construct and investigates the role of brand strength as a potential predictor of loyalty as well as the role of CS in the brand strength and loyalty.

The purpose of this paper is to investigate the key factors that explain intention to use e-wallet services (perceived usefulness, perceived ease of use, attitude, subjective norm, positive disconfirmation and perceived behavioral control). The moderating role of perceived value in the relationship between satisfaction and their intention to continue using the e-wallet is also examined.

A total of 257 e-wallet users participated in an online survey and hypotheses were tested with SPSS/PLS-SEM.

The constructs technology acceptance model (TAM), theory of planned behavior (TPB) and user satisfaction affect intention to use. However, perceived value does not strengthen the relationship between user satisfaction and e-wallet usage intention.

The TAM, TPB and expectancy disconfirmation model (EDM) constructs help explain the use of e-wallet services. These results will help the providers of these services to understand user behavior and to design their marketing strategies more appropriately to ensure consumer satisfaction and their intention to use e-wallet services.

This study adopts a holistic and integrative approach to explain the continued use of e-wallet services. The model integrates three basic adoption theories: TAM, TPB and EDM.

El propósito es investigar los factores clave que explican la intención de utilizar los servicios de monedero electrónico (utilidad percibida, facilidad de uso percibida, actitud, norma subjetiva y control conductual percibido). También se examina el papel moderador del valor percibido en la relación entre la satisfacción y su intención de seguir usando el monedero electrónico.

257 usuarios de monederos electrónicos participaron en una encuesta online y las hipótesis fueron contrastadas con SPSS/PLS-SEM.

los constructos TAM (modelo de aceptación de la tecnología), TPB (teoría del comportamiento planificado) y la satisfacción del usuario afectan a la intención de uso. Sin embargo, el valor percibido no refuerza la relación entre la satisfacción del usuario y la intención de uso del monedero electrónico.

Este estudio adopta un enfoque holístico e integrador para explicar el uso continuado de los servicios de monedero electrónico. El modelo integra tres teorías básicas de adopción: TAM, TPB y EDM (modelo de desconfirmación de expectativas).

los constructos TAM, TPB y EDM permiten explicar el uso de los servicios de monedero electrónico. Estos resultados ayudarán a los proveedores de estos servicios a comprender el comportamiento de los usuarios y diseñar sus estrategias de marketing de forma más adecuada para garantizar la satisfacción del consumidor y su intención de utilizar los servicios de monedero electrónico.

目的是研究解释使用电子钱包服务意向的关键因素（感知的有用性、感知的易用性、态度、主观规范和感知的行为控制）。此外, 还研究了感知价值在满意度和他们继续使用电子钱包的意向之间的调节作用。

257名电子钱包用户参与了一项在线调查, 用SPSS/PLS-SEM对假设进行了检验。

TAM（技术接受模型）、TPB（计划行为理论）和用户满意度影响使用意向。然而, 感知价值并没有加强用户满意度和电子钱包使用意向之间的关系。

本研究采用了一种整体和综合的方法来解释电子钱包服务的持续使用。该模型整合了三个基本的采用理论：TAM、TPB和EDM（期望不确认模型）。

TAM、TPB和EDM构造有助于解释电子钱包服务的使用。这些结果将有助于电子钱包服务提供商了解用户行为, 并更恰当地设计他们的营销策略, 以确保消费者的满意度和他们使用电子钱包服务的意向。

This study aims to propose a theoretical framework and provide empirical evidence on the most successful marketing strategies for obtaining behavioural loyalty in small and medium enterprises (SMEs).

The data are based on 475 telephone surveys conducted among Spanish hairdressers. The authors have used ordinary least squares to estimate the empirical model.

Pricing, services and communication (Web page and in-store communication) are the main drivers of customer loyalty. SMEs have to be cautious with the use of social networks to avoid damaging loyalty. In addition, those positioned at high-price segments should pay more attention to communication on the Web, and all companies should find a balance between in-store communication and the sale of products for use at home.

Further research should try to replicate the findings with data from consumers and firms.

Service managers need to understand the optimal strategy to succeed in the market. The key insights of this study could also apply to other sectors, such as health, personal care and wellness services.

Previous research focussed mainly on large companies, while the role of loyalty in the success of SMEs has been poorly studied, with focus only on the antecedents and the measurement of loyalty. This study contributes to the previous research by analysing the effect of the strategy (price, range of services, communication, size and location) in the achievement of loyalty in SMEs.

Este trabajo propone un marco teórico y aporta evidencia empírica sobre las estrategias de marketing más exitosas en la consecución de lealtad comportamental en PYMEs.

Se ha realizado una encuesta telefónica a 475 peluqueros españoles. El modelo utilizado para la estimación es el de mínimos cuadros ordinarios.

Precio, servicios, y comunicación (página web y comunicación en la tienda) son los principales generadores de lealtad. Las PYMEs tienen que ser cautelosas con el uso de las redes sociales para evitar dañar la lealtad. Además, aquellas posicionados en altos precios deben prestar más atención a la comunicación en la web y todas deben encontrar un equilibrio entre la comunicación en el tienda y la venta de productos para su uso en casa.

Investigaciones futuras podrían replicar este estudio usando datos de consumidores y de empresa.

Los gerentes necesitan entender la estrategia óptima para tener éxito en el mercado. Las ideas claves de este trabajo podrían aplicarse a otros servicios personalizados de salud y bienestar.

La investigación previa se centra principalmente en grandes empresas mientras que el papel de la lealtad en el éxito de las pymes ha sido escasamente investigado y se ha centrado en los antecedentes y la medición de la lealtad. Este estudio realiza una contribución al analizar el efecto de la estrategia (precio, surtido de servicios, comunicación, tamaño y localización) en la consecución de la lealtad en las pymes.

Lealtad; pequeñas y medianas empresas; Pymes; peluqueros; estrategia de marketing; salon

Artículo de investigación

An AI concierge is a technologically advanced, intelligent and personalized assistant that is designated to an individual customer, proactively taking care of that customer’s needs throughout the service journey. This article envisions the idea of AI concierges and discusses how to leverage AI concierges in the customer journey.

This article takes a conceptual approach and draws insights from literature in service management, marketing, psychology, human-computer interaction and ethics.

This article delineates the fundamental forms of AI concierges: dialog interface (no embodiment), virtual avatar (embodiment in the virtual world), holographic projection (projection in the physical world) and tangible service robot (embodiment in the physical world). Key attributes of AI concierges are the ability to exhibit semantic understanding of auditory and visual inputs, maintain an emotional connection with the customer, demonstrate proactivity in refining the customer’s experience and ensure omnipresence through continuous availability in various forms to attend to service throughout the customer journey. Furthermore, the article explores the multifaceted roles that AI concierges can play across the pre-encounter, encounter and post-encounter stages of the customer journey and explores the opportunities and challenges associated with AI concierges.

This paper provides insights for professionals in hospitality, retail, travel, and healthcare on leveraging AI concierges to enhance the customer experience. By broadening AI concierge services, organizations can deliver personalized assistance and refined services across the entire customer journey.

This article is the first to introduce the concept of the AI concierge. It offers a novel perspective by defining AI concierges’ fundamental forms, key attributes and exploring their diverse roles in the customer journey. Additionally, it lays out a research agenda aimed at further advancing this domain.

The purpose of this paper is to investigate the relationships between technology orientations and export performance of small and medium-sized enterprises (SMEs).

A quantitative research design was adopted for this study. The paper formulates hypotheses from the literature review. These hypotheses are tested using structural equation modeling with data collected from 231 SMEs in Uganda. Data were analyzed using SPSS version 23 and AMOS.

The findings of this study showed technology orientation has a positive and significant relationship with the performance of Ugandan SMEs and that supply chain agility moderates technology orientation and export performance.

The study discusses the findings, advances limitations and managerial implications. It also suggests future research avenues. It proposes some recommendations to help Ugandan SMEs to form flexible supply chains, use the latest technology and create strong relationship ties with their partners in the supply chain.

The study suggests that managers of Ugandan SMEs should use the latest technology in production, marketing, logistics and supply chain management which will enable them to respond quickly to customer tastes and preferences leading to higher levels of export performance.

This study contributes to the literature on strategic management showing the reliability of scales used and the confirmatory of the factor structure. This study shows that in strategic management technology, orientation is critical in increasing export performance. This study has extended the resource-based view (RBV) and dynamic capabilities theories.

Cloud computing originated in central data centers that are connected to the backbone of the Internet. The network transport to and from a distant data center incurs long latencies that hinder modern low-latency applications. In order to flexibly support the computing demands of users, cloud computing is evolving toward a continuum of cloud computing resources that are distributed between the end users and a distant data center. The purpose of this review paper is to concisely summarize the state-of-the-art in the evolving cloud computing field and to outline research imperatives.

The authors identify two main dimensions (or axes) of development of cloud computing: the trend toward flexibility of scaling computing resources, which the authors denote as Flex-Cloud, and the trend toward ubiquitous cloud computing, which the authors denote as Ubi-Cloud. Along these two axes of Flex-Cloud and Ubi-Cloud, the authors review the existing research and development and identify pressing open problems.

The authors find that extensive research and development efforts have addressed some Ubi-Cloud and Flex-Cloud challenges resulting in exciting advances to date. However, a wide array of research challenges remains open, thus providing a fertile field for future research and development.

This review paper is the first to define the concept of the Ubi-Flex-Cloud as the two-dimensional research and design space for cloud computing research and development. The Ubi-Flex-Cloud concept can serve as a foundation and reference framework for planning and positioning future cloud computing research and development efforts.