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Article
Publication date: 14 May 2018

Abdel Monim Shaltoni, Douglas West, Ibrahim Alnawas and Tamather Shatnawi

There is an increasing interest in the role of business orientations in relation to why organizations vary in e-marketing adoption. Nevertheless, there is still scant…

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Abstract

Purpose

There is an increasing interest in the role of business orientations in relation to why organizations vary in e-marketing adoption. Nevertheless, there is still scant evidence on electronic marketing orientation (EMO) within the Small and Medium-sized Enterprise (SMEs) context. This paper aims to shed light on the key factors that affect the degree of e-marketing adoption among SMEs from an organizational orientation perspective.

Design/methodology/approach

The study uses a cross-sectional survey of just over 135 European SMEs. The constructs are measured using multi-item indicators to capture the underlying theoretical domains.

Findings

The results show that EMO in SMEs is a high order construct that consists of three main components, principally: management beliefs, initiation and implementation activities. The degree of EMO is primarily affected by perceived relative advantage and customer pressure.

Research limitations/implications

The study focuses on for-profit SMEs in developed economies. Future researchers may replicate this study using qualitative methods in different contexts (i.e. developing countries) across several technologies and platforms (i.e. websites, internet of things, mobile applications and social media networks).

Originality/value

This study further extends the literature on EMO and provides answers to the questions related to the variation in SMEs’ e-marketing adoption. Practitioners can apply the EMO construct to evaluate their orientation towards e-marketing, and most importantly, to take the required remedial action to improve their performance in digital commerce.

Details

European Business Review, vol. 30 no. 3
Type: Research Article
ISSN: 0955-534X

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Article
Publication date: 4 March 2020

Ibrahim Alnawas and Allam Abu Farha

This study aims to: first, examine the effect of interaction orientation (IO) and brand orientation (BO) on marketing capabilities and small and medium enterprises'…

Abstract

Purpose

This study aims to: first, examine the effect of interaction orientation (IO) and brand orientation (BO) on marketing capabilities and small and medium enterprises' (SMEs') performance, and second, assess the complementarity effect of IO and BO on marketing capabilities and SMEs' performance.

Design/methodology/approach

A model was developed and tested using a survey methodology. Data were collected from 538 SMEs located in Qatar and analysed by structural equation modelling with AMOS.

Findings

First, IO affects SMEs' performance only indirectly via marketing capabilities, whereas BO affects SMEs' performance both directly and indirectly. Second, contrary to expectations, the complementarity between IO and BO produced a destructive/suppressive effect, rather than a synergistic effect, on both marketing capabilities and SMEs' performance, reflecting the importance of a trade-off to enhance both marketing capabilities and SMEs' performance.

Originality/value

To the authors' knowledge, this is the first paper to examine the complementary effect of BO and IO on marketing capabilities and performance.

Details

Marketing Intelligence & Planning, vol. 38 no. 7
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 13 March 2019

Ibrahim Alnawas and Jane Hemsley-Brown

Using the resource-based view (RBV), the purpose of this paper is to examine the potential mediation effect of customer relationship management capability, branding…

Abstract

Purpose

Using the resource-based view (RBV), the purpose of this paper is to examine the potential mediation effect of customer relationship management capability, branding capability and service innovation capability on the established link between market orientation (MO) and hotel performance. It further investigates the complementarity between these capabilities in relation to hotel performance.

Design/methodology/approach

The survey data were collected from 216 UK hotels. AMOS 23 was used to analyse the research data.

Findings

The link between MO and hotel performance appears to be indirect via customer relationship capability, branding capability and service innovation capability. The three capabilities also appear to play different complementary roles when affecting hotel performance.

Practical implications

The current study offers hotel managers a ranking of the contribution of individual capabilities to hotel performance. It also helps them to make better investment decisions in developing the right capability combinations to enhance their hotel performance.

Originality/value

The research is based on integrating MO and RBV into a single framework to gain a deeper understanding of the relationship between MO and high-order marketing capabilities and how these factors shape hotel performance.

Details

International Journal of Contemporary Hospitality Management, vol. 31 no. 4
Type: Research Article
ISSN: 0959-6119

Keywords

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Article
Publication date: 12 December 2016

Jane Hemsley-Brown and Ibrahim Alnawas

The purpose of this study is three-fold: first, to examine the extent to which service quality (SQ) affects the three components of emotional brand attachment (EBA) (brand…

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7581

Abstract

Purpose

The purpose of this study is three-fold: first, to examine the extent to which service quality (SQ) affects the three components of emotional brand attachment (EBA) (brand passion, brand affection and self-brand connection); second, to investigate the extent to which these three components influence brand loyalty; and third, to test the mediation effect of the components of EBA on the SQ–loyalty relationship.

Design/methodology/approach

Survey data were collected from 355 respondents using an online panel in the UK. Smart PLS2.0 was used to analyze the data.

Findings

Three key findings emerge: first, compared to staff behavior, physical environment tends to have a stronger and more significant effect on the three elements of EBA. Second, brand passion and self-brand connection fully mediate the SQ–loyalty relationship, whereas brand affection partially mediates the same relationship. Finally, the SQ–EBA–loyalty relationship is significantly stronger for repeat visitors compared to first-time visitors.

Practical implications

Hotel brands need to design their facilities and décor and develop guest experiences based on symbolic values and deep emotional aspects. Offering employees customer care training and adopting a consumer-centric, relational, storytelling approach are particularly important to inspire and captivate hotels’ customers and to build and shape profound and enduring affective ties between the hotel brand and its customers.

Originality/value

The findings offer new insights through examining the symbolic consumption and emotional aspects of a guest’s hotel experience as mediators to the SQ–loyalty relationship. The findings also add to the growing body of knowledge of the antecedents of EBA through identifying physical environment and staff behavior as key determinants of EBA.

Details

International Journal of Contemporary Hospitality Management, vol. 28 no. 12
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 9 January 2018

Ibrahim Alnawas and Jane Hemsley-Brown

The purpose of this paper is twofold: first, to examine the differential effect of two cognitive (i.e. product experience, outcome focussed) and two emotional experiences…

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1745

Abstract

Purpose

The purpose of this paper is twofold: first, to examine the differential effect of two cognitive (i.e. product experience, outcome focussed) and two emotional experiences (i.e. surprise and immersion) on customers’ cognitive outcomes (i.e. satisfaction, trust and value), and customers’ emotional outcomes (i.e. passion, connection and affection); and second, to test the differential effect of customers’ cognitive and emotional outcomes on switching resistance loyalty (SRL).

Design/methodology/approach

Survey data were collected from 843 respondents using an online panel in the UK. Structural equation modelling was employed to analyse the data (AMOS 18.0).

Findings

First, cognitive experiences had a more significant effect on customers’ cognitive outcomes compared to their effect on customers’ emotional outcomes. Second, emotional experiences had a more significant effect on customers’ emotional outcomes compared to their effect on customers’ cognitive outcomes. Third, the impact of customers’ emotional outcomes on SRL was not significantly higher compared to that of customers’ cognitive outcomes. Fourth, the indirect effect of cognitive experiences on SRL was significantly higher, compared to that of emotional experiences.

Originality/value

The key contribution of this research stems from examining the differential effect of cognitive and emotional experiences on different consumers’ cognitive and emotional outcomes, thus providing deeper insights into the nature of the relationship between such variables.

Details

International Journal of Retail & Distribution Management, vol. 46 no. 2
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 23 July 2021

Khalid Abed Dahleez, Ayman A. El-Saleh, Abrar Mohammed Al Alawi and Fadi Abdelmuniem Abdelfattah

This research examined the factors affecting several types of student engagement, namely agentic, behavioral, emotional and cognitive engagement. Specifically, it examined…

Abstract

Purpose

This research examined the factors affecting several types of student engagement, namely agentic, behavioral, emotional and cognitive engagement. Specifically, it examined the effect of e-learning system usability on student engagement and explored teacher behavior's possible intervening impact on this relationship.

Design/methodology/approach

Data were collected from 418 students studying at different specializations at Omani private academic institutions. This study employed a quantitative methodology and utilized the Smart-PLS for data analyses.

Findings

The findings showed that e-learning system usability influenced significantly and positively agentic, behavioral and cognitive engagement. However, the link between e-learning system usability and emotional engagement was not significant. Moreover, teacher behavior mediated the relationship between e-learning system usability and the four types of engagement.

Originality/value

This study improves one’s understanding of how the interaction of e-learning system usability and teacher behavior affects several aspects of student engagement. It also helps higher education administrators and policymakers by exploring the influential effects of e-learning systems usability and teacher behavior on facilitating students' engagement.

Details

International Journal of Educational Management, vol. 35 no. 6
Type: Research Article
ISSN: 0951-354X

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Article
Publication date: 31 July 2021

Khaldoon Nusair, Hamed Ibrahim Al-Azri, Usamah F. Alfarhan, Saeed Al-Muharrami and S.R. Nikhashemi

This paper aims to examine small- and medium-sized enterprises’ (SMEs) strategic capabilities in terms of their marketing and management capabilities, their sources of…

Abstract

Purpose

This paper aims to examine small- and medium-sized enterprises’ (SMEs) strategic capabilities in terms of their marketing and management capabilities, their sources of environmental uncertainty and their organizational capabilities. Additionally, to what extent the effect differs across two sectors (manufacturing and service).

Design/methodology/approach

Partial least squares structural equation modeling was used to conduct multigroup analysis for the two sectors. Data was collected from a sample of 315 Omani SMEs, 166 from manufacturing and 149 from services.

Findings

The results show that strategic capabilities have a significant positive effect on customer satisfaction. However, the effect differs between manufacturing and service SMEs; the effect is greater in service than in manufacturing SMEs. Furthermore, the effect of organizational capabilities on customer satisfaction was found to be positive. However, the effect is higher in manufacturing as the difference is statistically significant.

Originality/value

Due to the growing importance of the service and manufacturing SMEs in developing countries and their considerable involvement in economic development, it is important to understand the characteristics of the strategic capabilities in both sectors. Thus, according to the authors’ knowledge, this paper is one of the first to propose a comprehensive framework that measures collectively the direct impact of strategic capabilities, organizational capabilities and environmental uncertainties on SMEs customer satisfaction and effectiveness.

Details

Journal of Entrepreneurship in Emerging Economies, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2053-4604

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Article
Publication date: 2 March 2021

Ibrahim Al Nawas, Shadi Altarifi and Nabil Ghantous

Limited knowledge exists on the difference in the antecedents and outcomes of relationship quality's cognitive and emotional aspects for e-retailers. This research tests…

Abstract

Purpose

Limited knowledge exists on the difference in the antecedents and outcomes of relationship quality's cognitive and emotional aspects for e-retailers. This research tests how utilitarian and hedonic shopping values differentially affect “cognitive and emotional” relationship quality components and how the latter differentially affects word-of-mouth and brand evangelism.

Design/methodology/approach

Online survey data were collected from 450 Jordanian online shoppers. Structural equation modeling (AMOS 24.0) was employed to analyze the data.

Findings

First, e-retailer's informativeness and transaction convenience (i.e. utilitarian values), drive more strongly cognitive than emotional relationship quality, whereas e-retailer's escapism and social presence (i.e. hedonic values) drive more strongly emotional than cognitive relationship quality. Second, emotional relationship quality has a strong significant effect on brand evangelism, whereas cognitive relationship quality's effect is insignificant. Third, there are no statistically significant differences concerning the effect of cognitive and emotional relationship quality on word-of-mouth.

Originality/value

The findings of our research are expected to enhance our understanding of e-retailer relationship quality, its emergence and consequences. They would also provide e-retailers with guidance on how to execute growth strategies by focusing on specific types of brand relationship quality, on the other hand.

Details

International Journal of Retail & Distribution Management, vol. 49 no. 9
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 5 October 2021

Khalid Abed Dahleez, Ayman A. El-Saleh, Abrar Mohammed Al Alawi and Fadi Abdel Muniem Abdel Fattah

This research explores the effect of e-learning Moodle-based system usability on students' learning outcomes with the possible intervening role of teacher's behavior and…

Abstract

Purpose

This research explores the effect of e-learning Moodle-based system usability on students' learning outcomes with the possible intervening role of teacher's behavior and online engagement.

Design/methodology/approach

In this research, the authors followed a quantitative methodology and a deductive research approach. Data were collected from 433 students at different study levels and academic specializations in higher education institutions (HEIs) in Oman. The data have been analyzed using partial least squares structural equation modeling via Smart-PLS.

Findings

The findings of this research show that e-learning system usability affects students' learning outcomes. Moreover, the relationship between these two variables is mediated by teacher behavior and students' online engagement.

Originality/value

This study is important as it adds to the understanding of the role of e-learning system usability in predicting student outcomes. From practical perspectives, especially during the spread of the COVID-19 pandemic, this study also helps practitioners at private HEIs use e-learning systems more efficiently and effectively to improve students' engagement and learning outcomes.

Details

The International Journal of Information and Learning Technology, vol. 38 no. 5
Type: Research Article
ISSN: 2056-4880

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Article
Publication date: 27 January 2021

Rozila Ahmad and Noel Scott

In Malaysia, globalization has increased the number of multinational hotel chains and independent five-star hotels employing foreign professionals, interns and labourers…

Abstract

Purpose

In Malaysia, globalization has increased the number of multinational hotel chains and independent five-star hotels employing foreign professionals, interns and labourers. This study aims to explore the benefits and challenges for hotels of the many foreigners working in Malaysia.

Design/methodology/approach

Semi-structured interviews were conducted with Malaysian hotel managers concerning employment of foreign workers.

Findings

The results indicate that the employment of foreign workers benefits customers, enlarges the hotel’s network of industry contacts and enhances the knowledge, professionalism and service culture of the hotel workforce. This study identified challenges for the foreign workers such as culture shocks and problems with learning the Malay language.

Research limitations/implications

This is an exploratory qualitative study conducted prior to the outbreak of COVID-19. The unemployment issue is worsened as COVID-19 spreads globally. To the best of the authors’ knowledge, this is among the first study to examine the positive and negative impacts of foreign workers employment in hotels in Malaysia.

Practical implications

The employment of foreign workers reduces the availability of jobs for locals. Recommendations are provided for locals to improve their employability and for hotels to better host international interns.

Social implications

This study highlights the need for balance between the benefits of foreign workers employment, and its challenges such as local unemployment.

Originality/value

To the best of the authors’ knowledge, this research is among the first in the international human resources management literature to provide a first-hand perspective of employment of expatriate managers, foreign labourers and interns in hotels in a Southeast Asian developing country.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 15 no. 2
Type: Research Article
ISSN: 1750-6182

Keywords

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