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Article
Publication date: 8 July 2014

Edward Shih-Tse Wang

This paper aims to extend the relationship marketing concept to examine which relationship bonds (social, structural and financial bonds) have different effects on…

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2790

Abstract

Purpose

This paper aims to extend the relationship marketing concept to examine which relationship bonds (social, structural and financial bonds) have different effects on employee affective (want to stay), normative (ought to stay) and continuance commitment (have to stay). Preventing emotional exhaustion in frontline employees and helping them stay on the job is an important topic for emotional labor research. The research also investigates which types of commitment influence emotional exhaustion and turnover intentions significantly.

Design/methodology/approach

Data were collected through a self-reported questionnaire administered to 401 restaurant service industry frontline workers.

Findings

The findings support the hypothesis that whereas social and financial bonds influence affective commitment, structural and financial bonds influence continuance commitment. Furthermore, affective commitment is a crucial factor for preventing emotional exhaustion and turnover intentions, whereas continuance commitment positively affects emotional exhaustion.

Originality/value

This research offers academic and managerial insights into the various types of relationship bonds and controls these bonds for facilitating employee organizational commitment, which consequently affects emotional exhaustion and turnover intention.

Details

Journal of Services Marketing, vol. 28 no. 4
Type: Research Article
ISSN: 0887-6045

Keywords

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Article
Publication date: 2 November 2015

Xiaohong Zhang, Chengfeng Long, Yanbo Wang and Gaowen Tang

This paper aims to study the impact of individual relationships on tacit knowledge sharing in the company setting of compulsory bond, expressive bond, instrumental bond

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1583

Abstract

Purpose

This paper aims to study the impact of individual relationships on tacit knowledge sharing in the company setting of compulsory bond, expressive bond, instrumental bond and self-monitoring by empirical explorations.

Design/methodology/approach

The paper raises seven hypotheses that focus on the impact of employees’ relationship with tacit knowledge sharing in knowledge-intensive industries and positions based on relationship theory. Before distributing the formal questionnaires, a pre-research was done in a college by collecting comments and suggestions so as to correct and modify the questionnaires. A four-page questionnaire based on the Likert scale with 45 questions was used for data collection, and 210 valid questionnaires were collected from a research institute, a software company and an educational institute. Finally, SPSS17.0 was used to analyze these data, including reliability analysis, validity analysis, correlation analysis and regression analysis, etc.

Findings

The findings include: there is a positive correlation between employees’ compulsory bond and the efficiency of tacit knowledge sharing; there is a positive correlation between employees’ expressive bond and the efficiency of tacit knowledge sharing; there is a negative correlation between employees’ instrumental bond and the efficiency of tacit knowledge sharing; the more apt employees are at self-monitoring, the more effectively they will share tacit knowledge; the interaction between compulsory bonds and self-monitoring has a positive and stimulating impact on tacit knowledge sharing; the interaction between expressive bonds and self-monitoring has a positive and stimulating impact on tacit knowledge sharing; and the interaction between instrumental bonds and self-monitoring has a certain impact on tacit knowledge sharing.

Research limitations/implications

However, the efficiency of tacit knowledge sharing cannot be measured easily and how to share the tacit knowledge based on employees’ relationships should be further concerned by knowledge industries.

Practical implications

This paper illustrates multiple, in-depth approaches to research on knowledge sharing. It shows why it is important to pay attention to employees’ relationships during the process of tacit knowledge sharing. The author argued some key factors such as compulsory bond, emotional bond and self-monitoring that may have a certain impact on the tacit knowledge sharing. The paper also further discussed the influence on the sharing of tacit knowledge as for the interaction between different relationship types and self-monitoring.

Social implications

The knowledge is critical to enhance enterprises’ performance, and it will become more useful when the new knowledge is shared with others. However, tacit knowledge cannot be measured easily, and how to share the tacit knowledge based on employees’ relationships should be further concerned by knowledge industries. A series of findings are proposed in this paper.

Originality/value

Integrating the knowledge of different individuals, of which 90 per cent is tacit knowledge, in an organization that engages in producing products and providing service is instrumental to the sustainability and productivity of that organization. This study addressed the factors and dynamics of tacit knowledge sharing that can be used in knowledge management to effectively capture, store and disseminate tacit knowledge across an organization.

Details

Chinese Management Studies, vol. 9 no. 4
Type: Research Article
ISSN: 1750-614X

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Article
Publication date: 11 March 2019

Chao-Min Chiu, Hsin-Yi Huang, Hsiang-Lan Cheng and Jack Shih-Chieh Hsu

The purpose of this paper is to examine the complex relationships between common bond attachment, common identity attachment, self-esteem and virtual community citizenship…

Abstract

Purpose

The purpose of this paper is to examine the complex relationships between common bond attachment, common identity attachment, self-esteem and virtual community citizenship behavior (VCCB). This study identifies two broad categories of VCCB: citizenship behaviors directed toward benefitting other individuals (VCCBI) and citizenship behaviors directed toward benefitting the virtual community (VCCBC).

Design/methodology/approach

The authors apply partial least squares structural equation modeling to test the hypotheses, using a sample of 388 valid responses.

Findings

The results indicate that common bond attachment and common identity attachment have a significant effect on self-esteem, which, in turn, has a significant effect on VCCBI and VCCBC. The results also indicate that common bond attachment has a significant effect on VCCBI, and that common identity attachment has a significant effect on VCCBC.

Originality/value

This study contributes to a better understanding of VCCBs through common identity and common-bond theory, social identity theory and the stimulus-organism-response framework.

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Article
Publication date: 11 September 2017

Sri Wahyuni and Nani Fitriani

Brand loyalty reveals about such important issues as brand personality and brand bond. This study mainly examines the influence of brand aura on brand loyalty management…

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1054

Abstract

Purpose

Brand loyalty reveals about such important issues as brand personality and brand bond. This study mainly examines the influence of brand aura on brand loyalty management. The study aims to inform strategic aspects of brand aura. The authors conduct an analysis of prominent brands of sharia commercial brand saving product in Indonesia.

Design/methodology/approach

This study is an exploratory research, using sample of 277 respondents of Islamic bank customers in five major cities in Indonesia (Semarang, Yogyakarta, Surabaya, Bandung and Jakarta). The data were analyzed using structural equation modeling (SEM) technique with AMOS (analysis of moment structure) program to examine the influence of brand religiosity aura toward brand loyalty.

Findings

The finding reveals the importance of brand aura as valuable moderating dimension of brand personality and brand bond relationship. The study found brand religiosity aura as a valuable determinant in the marketing strategies for Indonesia Islamic banking. Brand religiosity aura contributed to the development of the concept of marketing management through its impact to the positive attitude of Islamic banking saving customers.

Research limitations/implications

The authors describe conclusion with a consideration of the findings’ implications for conceptualizing future researchs and practicing brand managers.

Originality/value

This study originates in conceptualizing the brand religiosity aura to mediate the brand personality and brand emotional attachment in brand management and marketing management as well as to increase brand loyalty.

Details

Journal of Islamic Marketing, vol. 8 no. 3
Type: Research Article
ISSN: 1759-0833

Keywords

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Article
Publication date: 2 March 2012

C.M. Sashi

The advent of the internet and in particular the interactive features of Web 2.0 in recent years have led to an explosion of interest in customer engagement. The…

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77122

Abstract

Purpose

The advent of the internet and in particular the interactive features of Web 2.0 in recent years have led to an explosion of interest in customer engagement. The opportunities presented by social media to help build close relationships with customers seem to have excited practitioners in a wide variety of industries worldwide. Academic scholarship on customer engagement, however, has lagged practice and its theoretical foundation is relatively underdeveloped and a better understanding of the concept is essential to develop strategies for customer engagement. This paper seeks to address some of these issues.

Design/methodology/approach

The paper attempts to enhance understanding of customer engagement by examining practitioner views of customer engagement, linking it to the marketing concept, market orientation, and relationship marketing, modeling the customer engagement cycle, and developing a customer engagement matrix.

Findings

The paper develops a model of the customer engagement cycle with connection, interaction, satisfaction, retention, loyalty, advocacy, and engagement as stages in the cycle. It arrays customers in a customer engagement matrix according to the degree of relational exchange and emotional bonds that characterize their relationship with sellers. Four types of relationships emerge: transactional customers, delighted customers, loyal customers, and fans.

Research limitations/implications

The paper is an initial attempt to develop a theoretical framework for customer engagement and further research is required to better understand several aspects of the framework. Future research can also investigate questions stemming from this research, for instance, how different Web 2.0 tools may be used to build customer engagement in consumer and business markets.

Practical implications

Customer engagement turns customers into fans. But for customers to become fans they have to progress through the stages of the customer engagement cycle. In addition to current fans, sellers need a mix of transactional, delighted, and loyal customers who can be turned into fans in the future. A mix of digital and nondigital technologies can be employed to facilitate customers' transition through the stages in the customer engagement cycle.

Originality/value

The paper develops a conceptual model of customer engagement that improves understanding of the concept and provides the foundation for strategies to better satisfy customers using Web 2.0 tools like social media.

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Article
Publication date: 20 May 2021

Davood Ghorbanzadeh

Satisfaction and loyalty as vital and strategic concepts in marketing literature are highly important to companies and marketers. The review of the existing literature…

Abstract

Purpose

Satisfaction and loyalty as vital and strategic concepts in marketing literature are highly important to companies and marketers. The review of the existing literature reveals a gap of the role of emotional constructs that can begin in a regular and rational sequence of satisfaction and ultimately lead to the formation of consumer loyalty. Hence, in the current study, we seek to answer the question of whether emotional constructs such as emotional attachment and love play a mediating role in the process of transitioning from satisfaction to loyalty in the correct sequence.

Design/methodology/approach

A total of 300 valid questionnaires on Smartphone and apparel brands were collected from respondents and analyzed using the partial least squares method.

Findings

The results showed that brand love is the strongest antecedent of brand loyalty and is the only variable that directly influences brand loyalty in comparison to satisfaction and emotional brand attachment. Moreover, the examination of indirect effects revealed that our assumption based on that the emotional structures such as emotional attachment and brand love play a mediating role in the process of transitioning from satisfaction to loyalty in a correct sequence is supported.

Research limitations/implications

Generalizability needs to be established with a wider range of consumer groups. The survey was conducted in Iran and future research should assess the same product categories in other cultural settings as well as consider other product categories to assess the external validity of these results. The insights on consumers' brand relationships help brand managers devise effective brand management strategies.

Practical implications

The managerial implications can guide managers toward enhancing the consumers' loyalty to the brand through a better understanding of the consumer loyalty process to a brand as well as better relational marketing practices.

Originality/value

The study validates the mediating role of emotional brand attachment and brand love in the relationship between brand satisfaction and brand loyalty; is one of the first to develop a conceptual model that examines the role of emotional structures in the process of transition from satisfaction to loyalty.; is one of few studies to develop the role of emotional structures in the form of a relational chain of brands in the process of transition from satisfaction to loyalty.

Details

Asia-Pacific Journal of Business Administration, vol. 13 no. 3
Type: Research Article
ISSN: 1757-4323

Keywords

Content available
Article
Publication date: 11 January 2021

Davood Ghorbanzadeh and Atena Rahehagh

Satisfaction and loyalty as vital and strategic concepts in the marketing literature are highly important to companies and marketers. The review of the existing literature…

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4021

Abstract

Purpose

Satisfaction and loyalty as vital and strategic concepts in the marketing literature are highly important to companies and marketers. The review of the existing literature reveals a gap of the role of emotional constructs that can begin in a regular and rational sequence of satisfaction and ultimately lead to the formation of consumer loyalty. Hence, this study aims to answer the question of whether emotional constructs such as emotional attachment and love play a mediating role in the process of transitioning from satisfaction to loyalty in the correct sequence.

Design/methodology/approach

A total of 300 valid questionnaires on smartphone and apparel brands were collected from respondents and analyzed using the partial least squares method.

Findings

The results showed that brand love is the strongest antecedent of brand loyalty and is the only variable that directly influences brand loyalty in comparison to satisfaction and emotional brand attachment. Moreover, the examination of indirect effects revealed that our assumption based on that the emotional structures such as emotional attachment and brand love play a mediating role in the process of transitioning from satisfaction to loyalty in a correct sequence is supported.

Research limitations/implications

Generalizability needs to be established with a wider range of consumer groups. The survey was conducted in Iran, and future research should assess the same product categories in other cultural settings as well as consider other product categories to assess the external validity of these results. The insights on consumers’ brand relationships help brand managers devise effective brand management strategies.

Practical implications

The managerial implications can guide managers toward enhancing the consumers’ loyalty to the brand through a better understanding of the consumer loyalty process to a brand as well as better relational marketing practices.

Originality/value

The study validates the mediating role of emotional brand attachment and brand love in the relationship between brand satisfaction and brand loyalty, is one of the first to develop a conceptual model that examines the role of emotional structures in the process of transition from satisfaction to loyalty, is one of few studies to develop the role of emotional structures in the form of a relational chain of brands in the process of transition from satisfaction to loyalty.

Details

Rajagiri Management Journal, vol. 15 no. 1
Type: Research Article
ISSN: 0972-9968

Keywords

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Article
Publication date: 5 February 2020

Jose Luis Saavedra Torres, Monika Rawal and Ramin Bagherzadeh

This paper aims to examine the role of brand attachment as a relevant construct in customers’ evaluation after they face a service failure which impacts future consumer…

Abstract

Purpose

This paper aims to examine the role of brand attachment as a relevant construct in customers’ evaluation after they face a service failure which impacts future consumer behaviors. It mainly answers the research question: does brand attachment cushion or amplify the effect of service failure on customers’ negative emotions?

Design/methodology/approach

A 2 × 2 × 2 experimental design was conducted. Data analysis was performed with ANOVA and moderated mediation.

Findings

Customer’s feelings toward a brand (brand attachment) that existed before a service failure occurred can regulate customer’s negative emotions especially when consumer attribute service failure to a controllable cause. This process minimizes the effect of service failure in customer’s satisfaction and consequently increase customer behaviors like word of mouth and loyalty intentions.

Research limitations/implications

Adding perceived intentionality as a service failure’s attribution could provide another layer of explanation of customer behavior. Also, an expanded study using a sector characterized by higher cost of change and permanent consumption could provide result’s generalizability.

Practical implications

Brand attachment should be included in the customer service strategy. In a service failure situation, brand attachment becomes part of the “service customer policy” helping customers to regulate their negative emotions.

Originality/value

This study fills the knowledge gap regarding the role of customers’ positive emotions toward brands when a service failure occurs. The current study extends branding literature by differentiating brand attachment role from coping tactics.

Details

Journal of Product & Brand Management, vol. 30 no. 3
Type: Research Article
ISSN: 1061-0421

Keywords

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Book part
Publication date: 26 August 2010

Sergio Biggemann

This paper reports the results of a three-year-long research on business relationships, relying on qualitative data gathered through multiple-case study research of four…

Abstract

This paper reports the results of a three-year-long research on business relationships, relying on qualitative data gathered through multiple-case study research of four focal companies operating in Australia. The industry settings are as follows: steel construction, vegetable oils trading, aluminum and steel can manufacture, and imaging solutions. The research analyzes two main aspects of relationships: structure and process. This paper deals with structure describing it by the most desired features of intercompany relationships for each focal company. The primary research data have been coded drawing on extant research into business relationships. The main outcome of this part of the research is a five construct model composed by trust, commitment, bonds, distance, and information sharing that accounts for all informants’ utterances about relationship structure.

Details

Organizational Culture, Business-to-Business Relationships, and Interfirm Networks
Type: Book
ISBN: 978-0-85724-306-5

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Article
Publication date: 11 July 2016

Jen Chun Wang, Yi-Chieh Wang and Yang-Fei Tai

The purpose of this paper is to study the components and service standards of delightful service by conducting a comprehensive literature review and applying the Delphi…

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2817

Abstract

Purpose

The purpose of this paper is to study the components and service standards of delightful service by conducting a comprehensive literature review and applying the Delphi survey method.

Design/methodology/approach

This study conducted a three-round Delphi survey to consolidate the experience of 11 experts in implementing delightful service. To ensure the recruitment of experts who were knowledgeable in delightful service delivery, the panellists were chosen from service- and hospitality-related industries; the respondents were hotel managers, senior frontline service personnel and academic educators who were knowledgeable in both the service industry and service innovation.

Findings

By integrating professional experiences from both academics and hotel practitioners, we conclude that hotel facilities and amenities, environment and ambiance design and service personnel’s service delivery practices are essential elements for creating a unique and unforgettable consumer experience. Distinctive hotel facilities and ambiance provide a unique experience, which can leave memorable impressions on customers. Being able to detect customers’ emotional conditions and hidden needs through attentive and proactive service practice and providing attentive and customized service are pivotal for service personnel. Advanced service performance enables attending to customers’ personal well-being and caring for their unique needs effectively. The proposed standard for service provision exceeds customer expectations.

Research limitations/implications

First, the number of panellists was low, limiting the generalizability of the results. Future studies should increase the number of panellists. Second, this study focused only on the hotel industry in Taiwan. The results may not be generalizable to other hospitality industries or other countries. Future studies can duplicate this study in other hospitality industries and in other countries to broaden the understating of the elements and service standards of delightful service.

Practical implications

The results of this study provide a practical guideline for implementing delightful service. Hotel practitioners are advised to increase the degree of refinement, variety and attentiveness of their facilities and amenities; use sensory elements in their hotel environment and ambiance design; and advance staff members’ service skills to be more proactive, attentive, empathetic and customer-oriented. Carefully designing the core product and advancing the service delivery style can provide hotel guests with an exceptional and unique lodging experience, thus achieving delight.

Originality/value

This study provides a comprehensive understanding of the implementation of delightful service.

Details

International Journal of Contemporary Hospitality Management, vol. 28 no. 7
Type: Research Article
ISSN: 0959-6119

Keywords

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