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Article
Publication date: 6 August 2021

Geeta Marmat

The purpose of this paper is to present the mechanism of online customer brand trust building through the lens of Walther’s Computer Mediated Communication (CMC) – Social…

Abstract

Purpose

The purpose of this paper is to present the mechanism of online customer brand trust building through the lens of Walther’s Computer Mediated Communication (CMC) – Social Information Processing Theory (SIPT).

Design/methodology/approach

This paper integrates a range of theoretical and empirical works across branding and marketing, including concept of brand trust, use of online social media in brand communication and customer brand relations and CMC-SIPT theory and relational marketing literature other relevant information which were found useful in the given context were reviewed. The aim was to collect a broad spectrum of ideas, based on their relevance to the research purpose to propose effective online brand trust building framework.

Findings

This paper proposes three different developmental stages in brand trust building on online social media networks. Each stage is guided by the components of CMC-SIPT. Stage I is interaction and compliance of the brand communication clues which suggest that the aggregated level of interaction and compliance in online brand communication on social media determine the movement of the customer to the next level. Stage II suggests information processing at three successive layers by the customer as identification, internalization brand information and bonding, which eventually prompt the customer to the next level of brand trust building. Stage III is related to trust building which is the critical stage as customer internal states of arousal are experienced, which reduces the emotional risk of decision-making and increases confidence and trust of the customers in brands.

Research limitations/implications

The proposed framework of brand trust building has not been tested empirically. Future research could test and validate the proposed model tracking intrinsic changes in the customer in different brand trust development stages. This research is important for marketers or brands who wish to move beyond the notion of merely satisfying customers, to establishing more powerful emotional bonds between their brands and customers. It fills a gap in brand-trust literature and provides marketers and researchers a means to understand and draw strategies for consumers’ attraction toward brands (Patwardhan and Balasubramanian, 2011). The proposed framework has the capacity to revolutionize the way business and brands engage with society by enhancing and establishing trusting relationship.

Originality/value

To date, this research has not been done specifically from the SIPT perspective. This research is the first to examine brand communication strategies in an effort of building brand trust in the context of online social media network from the CMC-Social information theory perspective. It highlights the peculiarities of online brand communication on social media networks and customer information processing in presenting three stages of customer brand trust development to explain the development and flow of events.

Details

Global Knowledge, Memory and Communication, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9342

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Article
Publication date: 1 July 2021

Mirza Mohammad Didarul Alam, Rashed Al Karim and Wardha Habiba

The present study investigates the moderating role of customer trust in customer relationship management (CRM) components and customer loyalty relationships in the context…

Abstract

Purpose

The present study investigates the moderating role of customer trust in customer relationship management (CRM) components and customer loyalty relationships in the context of the baking sector in Bangladesh.

Design/methodology/approach

Data were collected through a survey using a structured questionnaire from 350 customers of commercial banks in Bangladesh.

Findings

The key finding is that all CRM components (customer orientation, customer advocacy and customer knowledge) except customer engagement have positive impact on customer loyalty. Moreover, customer trust only moderates the relationship between customer knowledge and customer loyalty, whereas other CRM components and customer loyalty do not moderate by trust.

Originality/value

The findings of the study add to the substantial pool of knowledge on CRM components, customer trust and customer loyalty literature. More specifically, the moderating role of customer trust between customer knowledge and customer loyalty is the novel contribution of this research which will enrich the existing CRM literature particularly in the banking sector of Bangladesh.

Details

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

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Article
Publication date: 7 July 2021

Md Shamim Hossain, Mst Farjana Rahman and Xiaoyan Zhou

Social commerce is a subpart of electronic commerce (e-commerce), where social media is forced to support user contributions. The purpose of this study is to measure the…

Abstract

Purpose

Social commerce is a subpart of electronic commerce (e-commerce), where social media is forced to support user contributions. The purpose of this study is to measure the impact of customers' interpersonal interactions in social commerce on customer relationship management (CRM) performance, based on the flow, commitment-trust and stimulus–organism–response (SOR) theories.

Design/methodology/approach

On the basis of the SOR framework, the authors developed a study model to determine the impact on CRM performance of customers' interpersonal interactions in social commerce. The primary data of the study were collected from 640 users of social commerce through a web questionnaire during the COVID-19 (coronavirus disease 2019) pandemic situation, and the authors tested the study model using the approach of covariance-based structural equation modeling (SEM).

Findings

Results of the current study reveal that customers' interpersonal interactions in social commerce optimistically influence their perceived flow. Moreover, perceived flow absolutely controls users' trust and CRM performance. In turn, collective users' trust positively influences users' commitment and CRM performance. Finally, collective users' commitment absolutely influences the performance of CRM.

Practical implications

The authors provide a valuable contribution to the theoretical field of online marketing and CRM. Besides, the findings of this study are relevant for marketers to know the issues for increasing customer trust, commitment and performance of CRM.

Originality/value

The current study develops a model based on the flow, commitment-trust and stimulus–organism–response (SOR) theories. The authors' research is the first to estimate the effect of customers' interpersonal interactions in social commerce on CRM performance.

Details

Journal of Contemporary Marketing Science, vol. 4 no. 1
Type: Research Article
ISSN: 2516-7480

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Article
Publication date: 27 July 2021

Ali Mursid and Cedric Hsi-Jui Wu

This study aims to examine the effect of halal company identity includes halal identity similarity, halal identity distinctiveness and halal identity prestige on customer

Abstract

Purpose

This study aims to examine the effect of halal company identity includes halal identity similarity, halal identity distinctiveness and halal identity prestige on customer satisfaction and customer trust. Furthermore, it verifies the influence of customer satisfaction and customer trust on customer-company identification. Finally, it explores the effect of customer-company identification on halal restaurant loyalty.

Design/methodology/approach

This study selected a sample of halal restaurants in the area of Semarang City, Indonesia, using a purposive sampling method with a total of 520 respondents. The data analysis uses confirmatory factor analysis to identify discriminant and convergent validity and then structural equation modeling is used to validate the hypotheses.

Findings

The result showed that all aspects of halal company identity, namely, halal identity similarity, halal identity distinctiveness and halal identity prestige, significantly affect customer satisfaction. Halal identity similarity and halal identity distinctiveness insignificantly affect customer trust; however, halal identity prestige successfully affects customer trust. Both customer satisfaction and customer trust positively impact customer-company identification and, in turn, customer-company identification impacts halal restaurant loyalty.

Originality/value

This study contributes to the theory of halal tourism based on social identity theory and the theory of relationship quality in achieving customer loyalty of halal restaurants.

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: 1 June 2021

In-Tae Lee, Jinyong Choi and Sangyoo Kim

The authors investigate the antecedents of psychological ownership from the customers' perspective by applying employee psychological ownership (EPO) to human resource management.

Abstract

Purpose

The authors investigate the antecedents of psychological ownership from the customers' perspective by applying employee psychological ownership (EPO) to human resource management.

Design/methodology/approach

The authors conducted questionnaires on utilitarian benefits, hedonic benefits, perceived risk, customer satisfaction, customer trust and customers' psychological ownership (CPO) on 205 people. They verified their hypotheses using structural equation modeling analysis.

Findings

The authors found that customer trust positively influences CPO, but customer satisfaction does not. Instead, customer satisfaction indirectly affects CPO through the mediating effects of customer trust. They also found that utilitarian and hedonic benefits positively influence customer satisfaction and confidence, but perceived risk negatively influences it.

Research limitations/implications

This study contributes to the service marketing literature by empirically confirming that customers have psychological ownership, such as employees, and by incorporating benefits, risk, trust and CPO into a comprehensive framework.

Practical implications

Marketers should formulate service strategies that strengthen customers' perceptions of utilitarian and hedonic benefits and avoid customers' perceived risk, which is expected to exert a significant CPO-enhancing effect.

Originality/value

In the service context, customers are perceived as partial employees. The authors empirically explored the role of perceived benefits and risks in enhancing CPO via customer satisfaction and trust by applying EPO concepts. Strengthening perceived benefits and avoiding perceived risk were verified as critical drivers of CPO in the service context. The results of this study confirm that customer trust is required for customers to feel CPO.

Details

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

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Article
Publication date: 25 May 2021

Abror Abror, Dina Patrisia, Yunita Engriani, Idris Idris and Shabbir Dastgir

This study aims to examine the relationship between trust and its antecedents, i.e. customer satisfaction, perceived value and religiosity. The moderating roles of…

Abstract

Purpose

This study aims to examine the relationship between trust and its antecedents, i.e. customer satisfaction, perceived value and religiosity. The moderating roles of religiosity on the relationships between perceived value, satisfaction and trust also have been investigated in this study.

Design/methodology/approach

This research has carried out in West Sumatra Indonesia. The respondents of this study are Islamic bank customers from five areas in West Sumatra Indonesia. Data have been collected through Survey method. After some preliminary analyses, we employed 390 useable responses in the analysis. Covariance Based Structural Equation Modeling (CB-SEM) was employed to analyze the data.

Findings

This study found that religiosity has significant impacts on perceived value, customer satisfaction and trust. Perceived value and customer satisfaction are also significant antecedents of trust. Moreover, it found the significant moderating impact of religiosity on the link between perceived value and trust, and also on the link between customer satisfaction and trust.

Research limitations/implications

This cross-sectional study has been conducted in a single country. Accordingly, this study may have a limitation in result generalization. Moreover, this study only focused on three antecedents of trust, including religiosity, satisfaction and perceived value. Therefore, for future research, we suggest conducting a longitudinal study in some Muslim countries such as Malaysia, Brunei Darussalam and Middle East countries. We also suggest employing other antecedents of customer trust, such as customer engagement and customer sociocultural.

Practical implications

Based on the research findings, the managers of Islamic banks will have input on how to improve their customers' trust by giving more attention to customer religiosity, perceived value and satisfaction. They can develop programs to increase customer perceived value and satisfaction such as a reward program to increase customer trust.

Originality/value

A more comprehensive model of the relationship between religiosity, perceived value, satisfaction and trust has been addressed in this study. This study also highlighted the significant moderating role of religiosity on the link between perceived value, satisfaction and trust which are neglected previously have also been highlighted in this study.

Details

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

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Article
Publication date: 5 April 2021

Lingyun Guo, Xiayu Hu, Jinxuan Lu and Ling Ma

Live streaming commerce, a new form of social commerce where firms integrate with broadcasters, community members and customers in live chat rooms for real-time…

Abstract

Purpose

Live streaming commerce, a new form of social commerce where firms integrate with broadcasters, community members and customers in live chat rooms for real-time interaction to help sell products, has become increasingly popular. However, factors that impact the success of live streaming commerce are not fully explored. The purpose of this study is to examine these factors by exploring the relationships among customer trust (i.e., trust in broadcasters, community members, and products) and customer engagement, and the mediating role of swift guanxi.

Design/methodology/approach

The authors surveyed 422 customers who have watched Taobao Live, one of the largest live streaming commerce sites in China, and used their questionnaires to test the research model employing partial least squares modeling.

Findings

The authors’ results indicate that trust in broadcasters has a positive effect on trust in products and community members, which positively influences trust in products. Additionally, swift guanxi has a fully mediating effect on the relationship between customers' trust in broadcasters and customer engagement.

Originality/value

First, from the theoretical perspective, this study comprehensively identifies three types of trust, explores the transfer relationships among trust in broadcasters, community members, and products based on Trust Transfer Theory. In addition, this study examines the mediating influence of swift guanxi on the relationship between customer trust and engagement. Second, from the managerial perspective, the study provides insights to help broadcasters and practitioners use live streaming to facilitate shopping.

Details

Internet Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1066-2243

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Book part
Publication date: 4 December 2018

Ahmad Raouf Rather

This study uses the social identity theory and relationship marketing theory to investigate customer satisfaction, commitment, trust and loyalty towards hospitality…

Abstract

This study uses the social identity theory and relationship marketing theory to investigate customer satisfaction, commitment, trust and loyalty towards hospitality brands. Therefore, the author develops and empirically tests the relationships among these constructs. The methodology involved the use of structured equation models to investigate the hypothesised relationships. The results suggest that customer brand identification has a positive influence on loyalty, commitment, satisfaction and trust. The study also implies that commitment mediates the relationships between the three relational constructs (customer identification, trust and satisfaction) and brand loyalty.

Details

The Branding of Tourist Destinations: Theoretical and Empirical Insights
Type: Book
ISBN: 978-1-78769-373-9

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Book part
Publication date: 13 June 2013

Nelson Oly Ndubisi, Naresh K. Malhotra and Gina L. Miller

Purpose – This study draws on conflict management literature to examine service recovery by service organizations and its effect on the important marketing outcomes of…

Abstract

Purpose – This study draws on conflict management literature to examine service recovery by service organizations and its effect on the important marketing outcomes of customer perceptions of service quality (satisfaction, trust, attribution/praise, and value) which influences customer retention rate (loyalty) and thus firm profitability.Design/methodology – Data from 412 banking customers are first employed to test the study’s model, and the results are subsequently cross-validated using a sample of 421 health-care customers.Findings – In services marked by moderate to low customer contact (i.e., task oriented) such as banking, effective conflict management tends to increase customer satisfaction, trust, and perceived customer value. It also has a positive effect on customer loyalty, albeit mediated by the above three variables. However, in high contact service contexts (i.e., personal oriented) like health care, conflict management seems to have relatively weak direct and indirect effects on customer loyalty.Research limitations/implications – The single country (Malaysian) origin of the present study’s data suggests the need for corresponding research in a Western context, where customers likely have different service expectations. Additionally, the research scope could be extended to focus on the relational nature of conflict management (the way in which a conflict is framed and resolved) in service recovery and how this moderates the relationship between perceived service quality and customer loyalty. The bi-industry approach taken in this research could also be extended to other low- and high-contact service sectors.Practical implications – Service organizations may benefit from training their employees on conflict management, honing skills in sensing and halting potential customer conflicts, and instituting a rapid and procedurally robust conflict resolution mechanism.Value/originality – This research is the first to examine firm’s conflict management across two service sectors. It contributes to theory by situating conflict management at the crux of the service failure/recovery relationship quality debate and underlining its relevance for a range of desired outcomes namely, customer satisfaction, customer trust, customer value attribution or customer praise, and customer loyalty.

Details

Review of Marketing Research
Type: Book
ISBN: 978-1-78190-761-0

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Article
Publication date: 13 January 2021

Toussaint Ciza Bugandwa, Eddy Balemba Kanyurhi, Deogratias Bugandwa Mungu Akonkwa and Benjamin Haguma Mushigo

This paper has two purposes. First is to operationalise the concepts of corporate social responsibility (CSR) and trust in the context of a developing country, the…

Abstract

Purpose

This paper has two purposes. First is to operationalise the concepts of corporate social responsibility (CSR) and trust in the context of a developing country, the Democratic Republic of Congo (DRC). Second purpose is to test in a disaggregated perspective the impact of each CSR dimension on trust.

Design/methodology/approach

Data were collected from 264 customers of six banks and processed with exploratory, confirmatory factor analysis and structural equations using LISREL 9.1.

Findings

CSR is found to have five dimensions: legal responsibility, social needs responsibility, product responsibility, environmental responsibility and employee responsibility; trust is found to be a three-dimensional construct: integrity, compassion and partnership. Each CSR dimension has a positive impact on customers' perception of trustworthiness.

Research limitations/implications

Reliability of trust is not high enough, suggesting the need to deepen research in order to find a more adapted CSR scale for banks. The smallness of sample size might have influenced the robustness of our psychometric results. CSR and trust relationships might be analysed in a more enriched framework including service quality, reputation and banks' employee performance as moderating variables. This paper has measured the two concepts from the customers' perspective only. However, both CSR and trust are best understood in a stakeholder perspective. So, it might be insightful to extend future research in a stakeholder orientation perspective.

Practical implications

Banks from developing countries are also concerned with CSR and should invest in it. Clearly, each dimension of CSR should receive enough importance if Congolese banks are to recover their customers' trust. The findings of the study also suggest that banks' customers are aware of the necessity for banks to comply with the country's legislation. Non-compliance can have severe influence on customers' trustworthiness to banks.

Social implications

Financial institutions are generally evaluated through financial indicators. The findings suggest that banks customers and other stakeholders begin a shift towards requiring their banks to invest in social and environmental activities in order to improve their local milieu. These aspects are still very neglected, or adopted only as marketing strategies to improve image, without a true willingness to be socially responsive.

Originality/value

The two concepts are measured in a context where they did not receive enough importance (developing country), hence providing new knowledge in the field. Further, a disaggregated approach allowed understanding the way each CSR dimension impacts trust, which had not been the case in previous research.

Details

International Journal of Bank Marketing, vol. 39 no. 4
Type: Research Article
ISSN: 0265-2323

Keywords

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