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Several studies have examined the relationship between service quality and willingness to pay in many industries. However, this relationship has not been explored through the lens of customer perceived value and their willingness to pay for improving and sustaining water service. This study aims to examine the impact of technical and functional service quality dimensions on customer perceived value and assess the influence of customer perceived value and socio-economic factors on customers' willingness to pay for improving and sustaining the water service.

Technical service quality includes core water service such as water delivery and maintenance, while functional service quality refers to the appearance of facilities, employees’ dress, and communication. SERVQUAL questionnaire responses were collected from 333 Palestinian household customers. Cronbach’s alpha was conducted to measure internal consistency and convergent validity. Path analysis was utilized to evaluate a causal diagram by examining the relationships among the constructs.

The results showed that technical and functional service quality and relative price explain 52% of the customer perceived value variation. Additionally, the results revealed that customer perceived value, technical service quality, and relative price significantly impact the customer’s willingness to pay for improving and sustaining service. In contrast, the functional service quality and socio-economic factors have insignificant effects. These predictors explain 60% of the customer’s willingness to pay for improving and sustaining service.

The study suggests that water providers should prioritize improving and sustaining technical service quality to increase customer willingness to pay. Furthermore, they should be aware that other factors, such as employee appearance and politeness, are less influential in driving customers’ willingness to pay.

The study presents a water service improvement model that utilizes data from a developing country to assess the influence of perceived customer value, along with its dimensions, on the willingness to pay for improving and sustaining water service quality.

This study aims to contribute to the International Business literature by investigating the marketing stimuli that drive impulsiveness and perceived value in mobile shopping (MS) platforms and their impact on consumer response.

This study uses a sample of 891 MS platform users and applies structural equation modeling based on the stimulus–organism–response and the consumption value theory.

The empirical finding revealed that rewards, recognition, reviews and ratings are the most influential factors driving perceived value. In addition, the results indicated that customized offerings and visually appealing experiences were the most critical factors affecting the state of impulsiveness. This study also highlights the negative impact of the ubiquitous nature of MS on impulse buying behavior, emphasizing the importance of providing consumers with tools to make informed decisions. This study demonstrates a significant positive relationship between perceived value and impulsiveness, influencing MS.

This study reveals generational differences in the impact of reviews and ratings on perceived value, which can inform businesses’ MS strategies. The results have implications for managers of international firms seeking to optimize their business strategies.

To the best of the authors’ knowledge, using structural equation modeling, this study is the first to conduct a comprehensive examination of marketing stimuli, impulsiveness and perceived value in MS platforms. It offers businesses strategic insights by identifying rewards, recognition and customized offerings as the key determinants of consumer behavior.

Companies in all industries are searching for new sources of competitive advantage since the competition in their marketplace is becoming increasingly intensive. The resource-based view of the firm explains the sources of sustainable competitive advantages. From a resource-based view perspective, relational based assets (i.e., the assets resulting from firm contacts in the marketplace) enable competitive advantage. The relational based assets examined in this work are brand image and corporate reputation, as components of brand equity, and customer value. This paper explores how they create value. Despite the relatively large amount of literature describing the benefits of firms in having strong brand equity and delivering customer value, no research validated the linkage of brand equity components, brand image, and corporate reputation, simultaneously in the customer value–customer loyalty chain. This work presents a model of testing these relationships in consumer goods, in a business-to-business context. The results demonstrate the differential roles of brand image and corporate reputation on perceived quality, customer value, and customer loyalty. Brand image influences the perception of quality of the products and the additional services, whereas corporate reputation actions beyond brand image, estimating the customer value and customer loyalty. The effects of corporate reputation are also validated on different samples. The results demonstrate the importance of managing brand equity facets, brand image, and corporate reputation since their differential impacts on perceived quality, customer value, and customer loyalty. The results also demonstrate that companies should not limit to invest only in brand image. Maintaining and enhancing corporate reputation can have a stronger impact on customer value and customer loyalty, and can create differential competitive advantage.

This study investigates two important research questions. First, does YouTube advertising create value for customers to activate their inspired-by state (motivation), or does customer engagement in advertised brands have a mediating role? Second, does the inspired-by state influence customers’ inspired-to state (action) to purchase the advertised brand?

This study employs Ducoffe’s advertising value model to investigate how customers’ engagement mediates perceived advertising value and their inspired-by state. The authors split customer inspiration into two primary states: inspired-by (i.e. the early interest in taking action) and inspired-to (i.e. the intention to act), demonstrating that the latter is positively influenced by the former. The study employs SmartPLS V3.2.9 to analyze survey data from 360 respondents in Pakistan – an emerging market.

This study found that informativeness, entertainment, creativity and incentives exerted a significant positive impact on perceived advertising value. The perceived advertising value of YouTube ads fails to influence customers’ inspired-by state directly; however, customer engagement positively mediates the relationship between the perceived advertising value of YouTube and customers’ inspired-by state. Finally, the customers’ inspired-by state is successfully converted into an inspired-to state.

This study has numerous practical implications for advertisers and marketers seeking to optimize social media advertising and marketing performance.

YouTube ads shape consumer behavior, empowering informed choices; authentic engagement transforms the advertising landscape.

This study is the first to examine the perceived advertising value of YouTube ads for eliciting customers’ inspired-by state, assessing the mediating role of customer engagement as a mechanism. Moreover, the authors examine the role of customers’ inspired-by state as a predictor of the inspired-to state.

Open banking, with its promise to revolutionise electronic transactions through open application programming interfaces (APIs), aims to bridge the gap between banks and non-banks, enhancing lending, payments, investments and funds distribution. However, does this bold innovation truly resonate with consumers? This study delves into consumer intentions to adopt open banking in Indonesia by leveraging the technology readiness model, scrutinising its antecedents and moderating factors, and identifying the key attributes that users anticipate.

Through quantitative and qualitative approaches, this study answers the following questions: (1) Are financial service users ready to use open banking/open API applications? (2) What are the key attributes that consumer expects of open banking/open API? First, the authors developed a structural model based on the technology readiness model, distributed the questionnaire in eight major cities in Indonesia, analysed it using PLS-SEM and utilised a machine learning approach to unpack the main attributes expected from open banking.

This study’s findings indicate that customers are generally prepared to embrace open banking innovations. Nonetheless, to enhance public acceptance, certain factors should be emphasised, including organisational support, user-friendly technology, a comprehensive range of features, consumer financial literacy and banks' readiness to adopt open banking. In contrast to prior research, this study reveals that loyalty to traditional banking positively moderates the connection between customer value and the intention to utilise open banking. Additionally, the authors did not observe a significant moderating effect of financial literacy on the relationship between perceived customer value and the intention to use open banking.

To the best of the authors’ knowledge, this study is one of the few that comprehensively analyses the consumers' readiness for open banking in developing contexts. This study is expected to produce a theoretical contribution as well as effective and optimal policies for the financial services sector.

This paper aims to investigate the key characteristics of parent brands and the relationships among customer perceived value (a second-order construct containing financial, functional, individual and social attributes), parent brand loyalty and the willingness to pay for a premium extended brand. Moreover, the moderating effect of self–brand integration on the influences in the model is examined.

Data were collected in two countries, the USA (n = 535) and China (n = 511), through an online survey. Structural equation modeling and a multi-group analysis were used to analyze the data.

The results show that perceived quality and premium brand authenticity are two important predictors of perceived value. The relationships among perceived value, parent brand loyalty and willingness to pay for an extended premium brand were significantly supported. In addition, self–brand integration was found to moderate the relationship between perceived value and loyalty to the parent brand.

Wine marketers and managers can use recommendations to establish effective brand extension strategies to help the industry know what essential characteristics of a parent brand to focus on and maintain sustainable development through the customer–extended brand relationship.

Previous researchers have discussed wine consumption behaviors or branding strategies. By limiting combining two theories (flow theory and the theory of planned behavior), this paper proposes a chain of behaviors to optimize customer experience to develop a brand extension strategy based on key characteristics of the parent brand.

The post-purchase behavioral responses of omnichannel shoppers, who mainly rely on physical stores (acknowledged as a crucial channel in providing a seamless shopping experience and fulfilling the dynamic needs of the shoppers), are still understudied. The purpose of this paper is to examine how integrated store service quality (ISSQ) can contribute to a more optimal shopping experience (cognitive, affective and relational) and have a subsequent impact on shoppers’ psychological ownership toward the store, resulting in the generation of (face-to-face, online and social media) word of mouth (WOM).

The research is descriptive, quantitative and cross-sectional investigation. A purposive sampling technique was used for selecting the study respondents. The data were collected from 786 Indian omnichannel shoppers using a validated self-administered questionnaire. The proposed conceptual model was tested using partial least squares structural equation modeling.

The results indicate that all three dimensions of omnichannel customer experience (cognitive, affective and relational) positively mediate the relationship between ISSQ and psychological ownership, subsequently impacting all three WOM behaviors of omnichannel shoppers (face-to-face, online store and social media). The customer’s perceived value with the store and their perceived retailer relationship investment significantly moderated the relationship between ISSQ and different WOM behaviors (face-to-face, online store and social media). This research also demonstrated the direct impact of ISSQ on WOM and the indirect impact through different customer experience dimensions and psychological ownership.

The sample used in the study was not probabilistic and, therefore, presents limitations for the possibility of generalizing the results. The study was performed in a cross-sectional methodology in the Indian context; there is a need for longitudinal investigation.

This study addresses the need to investigate different dimensions of omnichannel customer experience that might influence various post-purchase behavioral responses. This study is the first to show that ISSQ might affect omnichannel shoppers' online, offline and social media word-of-mouth behaviors through different customer experience dimensions and the customer’s sense of belongingness to the store. The moderating effect of customer perceived value with the retailer and their perception of retailers’ investment in a relationship on proposed hypotheses was also tested to give managerial recommendations.

This study aims to verify the influence of perceived value dimensions on customer satisfaction and loyalty in the banking sector, comparing these relationships between traditional banks and fintechs. Also, it was verified whether satisfaction mediates the relationships between the dimensions of perceived value and customer loyalty to traditional banks and fintechs, comparing them.

Data were collected through two online questionnaires with 792 total respondents, 411 from traditional banks and 381 from fintechs. For data analysis, the authors used the Partial Least Squares - Structural Equation Modeling (PLS-SEM) and PLS-SEM multigroup analysis (PLS-MGA).

The influence of customer satisfaction on loyalty tends to be greater in traditional banks than in fintechs; the effect of reliability on satisfaction tends to be greater in fintechs than in traditional banks and the effect of price on satisfaction tends to be greater in traditional banks than in fintechs. Indirectly, empathy, price and competence influence loyalty through satisfaction, and in all these relationships, the strength of the effect is significantly greater in traditional banks when compared to fintechs.

The findings, on the one hand, indicate that banks' investments in customer satisfaction, empathy, price and competence tend to generate positive results by expanding customer loyalty in addition to the return on similar investments made by fintechs. On the other hand, when fintechs invest in reliability, they tend to capture better results in increasing customer satisfaction compared to traditional banks.

The comparison of the effect of the dimensions of perceived value on satisfaction and loyalty between traditional banks and fintechs stands out, which is a novelty in the literature. This comparison can support strategies that aim to strengthen relationships with customers and increase the recurrence of business, both for traditional banks and fintechs.

The primary purpose of this paper is to determine the relative effects of perceived value and customer satisfaction on customer loyalty behaviors. The secondary aim focuses on addressing whether such personal characteristics as gender, age and levels of income and education exert any moderating influence over perceived value/customer satisfaction such that loyalty behaviors, including repurchase intention (RPI), word-of-mouth (WOM) marketing and willingness to pay more (WPM), are ultimately affected.

The research technique used a face-to-face questionnaire for collecting data from passengers who use the State Railways of the Turkish Republic. A total of 780 questionnaires were collected and used in this study after excluding 80 incomplete forms. First, the main effects of perceived value/customer satisfaction on customer loyalty behaviors were tested using structural equation modeling. Next, customers' personal characteristics, considered as moderating variables, including age, gender and levels of income and education, were examined to determine if their impact on perceived value/customer satisfaction would, in turn, have any effect on loyalty behaviors. To do this, a multigroup moderation test was used.

The empirical findings of this study show that both customer satisfaction and perceived value directly influence the loyalty behaviors of Turkish railway passengers. However, customer satisfaction was found to be a more important predictor of RPI than perceived service value. However, the relationship between perceived service value and WPM was strong. The association between customer satisfaction and loyalty behaviors was stronger for females, youths and those customers at the lower range of income and education. On the other hand, the association between perceived value and loyalty behaviors was stronger for older passengers with more education and income, irrespective of gender.

The first goal was to assess the main effects of perceived value/customer satisfaction on customer loyalty behaviors. It was found that perceived value/customer satisfaction affected loyalty behaviors, including RPI, WOM and WPM, in different ways. For instance, while customer satisfaction was suggested to be an important predictor of RPI, perceived value was an important predictor of WPM. Importantly, this study also examines how customers' personal characteristics, i.e. moderating variables in this study, impact perceived value/customer satisfaction such that loyalty behaviors are demonstrably changed. Thus, with this additional knowledge of customers' personal characteristics in the context of loyalty behaviors, marketers can create new strategies to develop long-term brand loyalty.

The purpose of this paper is twofold: to examine the effect of corporate social responsibility, social media marketing, sales promotion, and store environment on the perceived value and customer retention in the retail industry; and to provide a significant contribution to the existing literature by examining the mediating effect of the perceived value between the stated factors and customer retention.

A quantitative research approach was utilized, collecting data from customers of department stores in the east coast of Malaysia. In total, 278 valid questionnaires were used in the analysis of data using the structural equation modeling.

The findings indicate that perceived value has a significant positive effect on customer retention. The outcomes also showed that social media marketing has an insignificant effect on the perceived value, whereas its effect on customer retention is positive and statistically significant. Additionally, the results confirmed that corporate social responsibility and store environment have significant positive effects on the perceived value and customer retention. Moreover, the findings showed that sales promotion has a significant positive effect on the perceived value, but its effect on customer retention is insignificant. Finally, the results revealed that the perceived value mediates the relationships between all of the independent variables and customer retention.

The results of this study improve our understanding of how these factors affect customer retention in the retail industry.