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Article
Publication date: 22 September 2021

Ndeye Astou Manel Fall, Fatou Diop-Sall and Ingrid Poncin

Digital service innovations have enabled service market access, transforming Africa. This paper aims to investigate individual and contextual drivers of experience value…

Abstract

Purpose

Digital service innovations have enabled service market access, transforming Africa. This paper aims to investigate individual and contextual drivers of experience value of mobile money transfer (MMT) service during post-adoption given impacts of individual/cultural characteristics in Senegal.

Design/methodology/approach

Mixed methods. Study 1 qualitatively investigates the effects of individual-contextual drivers on the experience value of MMT and behavioral intentions. Study 2 quantitatively tests the main causal effects between drivers and MMT.

Findings

Conceptual models of experience value including ethical and social dimensions proposed in MMT are positively related to behavioral intentions. Need for social interaction (NSI), self-efficacy (SEFF) and social pressure (SP) – sources of experience value creation/destruction – must be integrated into business practices. Results show the indirect positive influence of NSI on behavioral intentions through MMTs experience value. Moreover, traditional cultural orientation (TCO) is a source of value creation/destruction. Managers should build ethical relations with users, integrate social functions in MMT and understand users’ cultural and individual characteristics for better customer relationship management policy.

Originality/value

Few studies examine how MMT experience creates/destroys value in a Sub-Saharan African context, specifically in Senegal. The authors show that SP might destroy value and reveal how individual variables such as SEFF, NSI and TCO affect experience value creation/destruction. Surprisingly, NSI creates value, revealing MMT as hybrid self-service technology.

Article
Publication date: 13 July 2021

Delphine Godefroit-Winkel, Marie Schill and Fatou Diop-Sall

This study identifies the impact of supermarket environmental corporate social responsibility (ECSR) on consumers’ loyalty towards their supermarket. Based on the…

Abstract

Purpose

This study identifies the impact of supermarket environmental corporate social responsibility (ECSR) on consumers’ loyalty towards their supermarket. Based on the stimulus-organism-response (S-O-R), this study demonstrates how positive and negative emotions mediate the relationships between consumers’ perceptions of ECSR and consumers’ attitudes towards their supermarket. This study draws from cultural theory and works on sustainability and examines the moderating effect of the cultural context on these relationships.

Design/methodology/approach

A supermarket intercept survey was conducted among 327 consumers in France and 444 consumers in Morocco. The proposed model was analysed using Amos 22.

Findings

ECSR’s impact on consumer loyalty varies across cultural contexts through the mediation of positive and negative emotions. The study also indicates how consumers’ levels of environmentalism moderate the direct effect of supermarket ECSR on consumers’ attitudes towards the supermarket.

Research limitations/implications

Based on the S-O-R and cultural theories, this study demonstrates how the dimensions of the cultural context moderate the direct and indirect effects of ECSR on consumers’ loyalty towards their supermarket. Specifically, favourable perceptions of supermarket ECSR have an ambivalent impact on consumers’ attitudes through the mediation of negative emotions, such as shame, in more collectivist, low uncertainty avoidance and short-term oriented countries.

Practical implications

Tailored recommendations for supermarket managers interested in ECSR and operating in an international context are provided.

Social implications

This research highlights the varying impacts of environmental actions in international retailing.

Originality/value

Using the S-O-R and cultural theories, this study reveals nuances to existing knowledge on the role of consumers’ emotions in international retailing. It reveals the salience of negative emotions after the perception of a positively valenced stimulus across distinct cultural contexts.

Details

International Journal of Retail & Distribution Management, vol. 50 no. 4
Type: Research Article
ISSN: 0959-0552

Keywords

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