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1 – 10 of 13Hanen Charni, Isabelle Brun and Line Ricard
The purpose of this paper is to analyse the impact of employee job satisfaction and affective commitment as perceived by customers on customer perceived value, more specifically…
Abstract
Purpose
The purpose of this paper is to analyse the impact of employee job satisfaction and affective commitment as perceived by customers on customer perceived value, more specifically its benefits dimensions.
Design/methodology/approach
A total of 652 panellists from a large Canadian polling firm self-administer a web-based questionnaire. To measure customer perceived value, a formative index is used which contributes to topical literature through a unique methodology. Hypotheses are tested using a structural equation model.
Findings
An analysis of the direct, indirect and total effects confirms the unique positive impact of employee job satisfaction and affective commitment, as perceived by customers, on the emotional, social, relationship and epistemic benefits, as well as on the formative index of customer perceived value.
Practical implications
Customer perceptions of employee attitudes (job satisfaction and affective commitment) represent a unique opportunity for banks to differentiate their value proposition in a hypercompetitive market.
Originality/value
This study is the first to consider customer perceptions of employee job satisfaction and affective commitment in relation to a formative index of customer perceived value and its related benefits dimensions.
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Manon Arcand, Sandrine PromTep, Isabelle Brun and Lova Rajaobelina
The purpose of this paper is to investigate the multidimensional concept of mobile banking service quality (security/privacy, practicity, design/aesthetics, enjoyment and…
Abstract
Purpose
The purpose of this paper is to investigate the multidimensional concept of mobile banking service quality (security/privacy, practicity, design/aesthetics, enjoyment and sociality) and the impact of the latter on the quality of the relationship (commitment, trust and satisfaction) between consumers and their primary financial institution.
Design/methodology/approach
An online survey was conducted using a sample of 375 respondents, all owners of a mobile device and all accustomed to conducting banking activities on mobile platforms. Results were analyzed using structural modeling techniques (EQS 6.1).
Findings
Findings confirm that trust significantly and positively impacts commitment/satisfaction. Mobile banking service quality dimensions also influence trust and commitment/satisfaction. Trust is associated with security/privacy and practicity (regarded as utilitarian factors), while commitment/satisfaction is driven by enjoyment and sociality (dimensions more hedonic by nature). No link is found between interface design and either trust or commitment/satisfaction.
Originality/value
This study contributes to bank marketing theory since it is the first to demonstrate how key mobile banking service quality dimensions drive customer perceptions of relationship quality. In doing so, this research extends beyond mobile adoption (short term) by addressing customer engagement with financial institutions and issues relating to relationship quality (long term). Regarding managerial implications, findings signal to marketers in the financial services industry the importance of not underestimating the power of hedonic factors (sociality and enjoyment) when developing mobile platforms. These dimensions are often overlooked in the banking industry, a sector in which consumers are believed to be mostly driven by utilitarian motives.
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Lova Rajaobelina, Isabelle Brun, Ricard Line and Christina Cloutier-Bilodeau
This study seeks to examine the impact of mobile service experience on trust of elderly consumers in their financial institution and assess whether age (55–64 years vs 65+ years…
Abstract
Purpose
This study seeks to examine the impact of mobile service experience on trust of elderly consumers in their financial institution and assess whether age (55–64 years vs 65+ years) exerts a moderating influence.
Design/methodology/approach
A self-administered questionnaire was completed online by 390 panelists (aged 55 years or more) who use their mobile devices to conduct banking activities. A multigroup analysis was conducted to assess the moderating role of age.
Findings
Results confirm the presence of links between four out of five dimensions of the mobile banking service experience (cognitive, positive affective/sensory, negative affective and social) and trust. Findings further point to age-specific variation in the impact of mobile service experience dimensions on trust, thus supporting the notion that the elderly represents a clientele with different experiential needs. More specifically, whereas the social dimension has a greater influence on trust in individuals 65 years of age and over (seniors), the positive affective/sensory dimension exerts a deeper marked impact on trust in individuals 55–64 years of age (pre-retirees).
Research limitations/implications
Although generations and chronological age are powerful segmentation variables, it might be interesting to consider perceived age. Redoing the study in a post-COVID context would also be an interesting avenue of research.
Practical implications
The ageing market is important for banks. This study highlights, in an m-banking context, which dimension of experience to focus on in order to improve trust in banks for pre-retirees (emotional/sensory dimension) and seniors (social dimension).
Originality/value
This study is the first to consider mobile service experience of elderly individuals as well as the impact of each of the experience dimensions on an important relational variable, namely trust. By considering the age of individuals as a moderating variable, this study also provides an in-depth examination of age-related links and presents a number of relevant recommendations for financial institutions.
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Lova Rajaobelina, Isabelle Brun and Line Ricard
The purpose of this paper is to classify live chat service users in the banking industry and provide relevant descriptive information on each group to be able to suggest…
Abstract
Purpose
The purpose of this paper is to classify live chat service users in the banking industry and provide relevant descriptive information on each group to be able to suggest appropriate strategies to managers.
Design/methodology/approach
A total of 682 panelists from a large Canadian polling firm self-administer a web-based questionnaire. Respondents are users of financial sector live chat services. Two-step cluster analysis was performed.
Findings
Four groups emerge from the analysis. Young frequent users (Group 1) attach dominant importance to speed of service, whereas computer users (Group 3) and conservative users (Group 4) who avail themselves of live chat services via computer focus on ease of use.
Practical implications
This study, which details four groups of live chat service users in the banking industry, enables managers to better adapt their strategies to the different market segments with a view to providing customers with better quality service and enhancing their experience.
Originality/value
The study presents the first live chat service classification to detail user profiles and examine differences at the before, during and after phases of the user experience. Findings enrich the body of academic literature in the service sector, in particular literature focusing on customer service in the banking industry. The paper also provides an interesting managerial framework for the implementation of successful, segment-specific strategies.
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Isabelle Brun, Fabien Durif and Line Ricard
The aim of this paper is to explore and better understand e-relationship marketing and to identify elements (key concepts) that are predominant to ensure success via the internet…
Abstract
Purpose
The aim of this paper is to explore and better understand e-relationship marketing and to identify elements (key concepts) that are predominant to ensure success via the internet.
Design/methodology/approach
The exploratory cognitive mapping technique (Cossette, 2004) employs three types of respondents, namely a banking expert, online banking customer and academic expert.
Findings
The study points up similarities with traditional relationship marketing (e.g. satisfaction, commitment by bank) and identifies several new concepts spawned by the web-based environment. More precisely, the study highlights the importance of the simplicity and ease of the customer's web experience.
Research limitations/implications
The exploratory and qualitative nature of this study opens the door to validation with a broader sample using a self-administered questionnaire developed based on the cognitive mapping technique.
Practical implications
In addition to guaranteeing customer satisfaction, it is important: that customers perceive the bank's investment in and commitment to the e-relationship strategy; and, that customers enjoy a highly positive web experience (e.g. perceived quality of site and ease-of-use).
Originality/value
Research findings result in an enhanced understanding of e-relationship marketing. Also, given the combination of sparse use of cognitive mapping in marketing and investigation of three different types of subjects (banking expert, online banking customer and academic expert), the findings lend originality while making a substantive theoretical contribution to topical literature.
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Isabelle Brun, Lova Rajaobelina and Line Ricard
The purpose of this paper is to propose a reliable and valid integrative scale for online relationship quality based on both the relationship marketing and electronic commerce…
Abstract
Purpose
The purpose of this paper is to propose a reliable and valid integrative scale for online relationship quality based on both the relationship marketing and electronic commerce literature.
Design/methodology/approach
The scale was developed using the approach put forward by Churchill (1979). The scale development and validation process includes a qualitative exploratory phase, three pre-tests and a final study using an online questionnaire (476 members of a consumer panel).
Findings
The findings support a third-order integrative model of online relationship quality composed of three dimensions (trust, commitment and satisfaction). The final scale is composed of 21 items.
Research limitations/implications
The study shows a lack of discrimination between satisfaction and trust, which other studies have also found. As the scale is validated in only one sector, online banking, it should be tested and replicated in other contexts (e.g. insurance).
Practical implications
An instrument for assessing the quality of online relationships between banks and consumers is important for marketing professionals who want to determine their relational positioning and focus on those dimensions that promote long-term online relationships. The scale developed here can be used to assess customers’ perceptions of the quality of the relationship with an online financial institution, to segment those customers more effectively, and to improve targeting of marketing strategies and activities.
Originality/value
This study contributes to the enrichment of the body of theory and provides researchers with a tool for the further investigation of the quality of online relationships.
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Lova Rajaobelina, Isabelle Brun and Élissar Toufaily
This paper aims to classify online banking customers using demographic and relationship‐based variables and describe their profiles.
Abstract
Purpose
This paper aims to classify online banking customers using demographic and relationship‐based variables and describe their profiles.
Design/methodology/approach
A total of 421 panellists of a large Canadian polling firm self‐administered a web‐based questionnaire. A two‐step analysis was performed using SPSS 18.0. 421 panellists of a large Canadian polling firm self‐administered a web‐based questionnaire. A two‐step analysis was performed using SPSS 18.0.
Findings
Six groups emerged from the analysis, four of which have higher relationship levels and two that have lower levels.
Practical implications
This study provides a better understanding of online banking consumer segments and offer financial institutions relevant descriptive information on each profile. This information should help the implementation of tailored marketing strategies to improve the development and maintenance of online relationships with each of the six customer segments.
Originality/value
This paper contributes to knowledge advancement in both the fields of relationship marketing and that of e‐commerce by providing an overview of the characteristics of relational customers in the e‐banking industry.
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Akram Garepasha, Samad Aali, Ali Reza Bafandeh Zendeh and Soleyman Iranzadeh
The purpose of this paper is to investigate the effect of service quality and relationship quality on customer loyalty in different stages of the relationship life cycle in online…
Abstract
Purpose
The purpose of this paper is to investigate the effect of service quality and relationship quality on customer loyalty in different stages of the relationship life cycle in online banking services.
Design/methodology/approach
A total of 651 Iranian online banking customers participated in the research by completing questionnaires. The research hypotheses were tested using structural modeling technique.
Findings
The results showed that the relationship quality on customer loyalty in online banking services is affected by the relationship life cycle. The results also showed that online service quality, in the form of Utilitarian quality and Hedonic quality, has a positive effect both directly and indirectly on customer loyalty through online relationship quality.
Research limitations/implications
In this paper, the relationship dynamics was achieved through adding the relationship life cycle variable to the model. However, the study was a cross-sectional research and different results might be obtained if data was collected longitudinally.
Practical implications
In an online banking service, the role of relationship quality in the prediction of customer loyalty is reduced as the relationship ages. Therefore, marketers need to consider other marketing actions to continue their relationship with the customer in the long run.
Originality/value
This paper examines customer loyalty to online banking services from dynamic perspective by introducing relationship life cycle as a moderating variable for the first time. Therefore, the main contribution of this paper is to develop the relationship marketing literature in the field of relationship dynamics and to challenge the effectiveness of relationship marketing in the long run.
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Marie-Hélène Gilbert, Julie Dextras-Gauthier, Pierre-Sébastien Fournier, André Côté, Isabelle Auclair and Mouna Knani
The purpose of this paper is to gain a better understanding of the difficulties encountered in the hybrid roles of physician−managers (P−Ms), examine the impact of organizational…
Abstract
Purpose
The purpose of this paper is to gain a better understanding of the difficulties encountered in the hybrid roles of physician−managers (P−Ms), examine the impact of organizational constraints on the role conflicts experienced by P−Ms and explore the different ways their two roles are integrated.
Design/methodology/approach
A qualitative approach was adopted, using six focus groups made up of clinical co-managers, medical directors and P−Ms. In all, 43 different people were interviewed to obtain their perceptions of the day-to-day realities of the role of the P−M. The data collected were subsequently validated.
Findings
Although the expectations of the different groups involved regarding the role of P−Ms are well understood and shared, there are significant organizational constraints affecting what P−Ms are able to do in their day-to-day activities, and these constraints can result in role conflicts for the people involved. Such constraints also affect the ways P−Ms integrate the two roles. The authors identify three role hybridization profiles.
Practical implications
The results afford a better understanding of how organizational constraints might be used as levers of organizational change to achieve a better hybridization of the dual roles of P−Ms.
Originality/value
This paper seeks to reach beyond a simple identification of constraints affecting the dual roles of P−Ms by analyzing how such constraints impact on these professionals’ day-to-day activities. Results also enable us to further refine Katz and Kahn’s (1966) role model, in addition to identifying hybridization profiles.
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