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Article
Publication date: 1 November 2023

Islam Elgammal, Chai Ching Tan, Leonardo Aureliano-Silva and Kareem M. Selem

This paper aims to highlight the effect of mobile commerce (m-commerce) ubiquity on usage behavior as well as the mediator mechanism of brand trust between ubiquity and usage…

Abstract

Purpose

This paper aims to highlight the effect of mobile commerce (m-commerce) ubiquity on usage behavior as well as the mediator mechanism of brand trust between ubiquity and usage behavior. To extend the findings, this research also examines the moderator role of product reputation on the nexus between brand trust and usage behavior in the m-commerce context.

Design/methodology/approach

Given the quantitative approach, the authors gathered 1,565 valid responses from m-commerce app users. Data were analyzed in SmartPLS 4.

Findings

Ubiquity positively impacted brand trust, and the latter positively influenced m-commerce usage behavior. Brand trust also partially mediated the effect of m-commerce ubiquity on usage behavior, along with product reputation moderating the positive effect of brand trust on usage behavior.

Originality/value

By combining resource-based theory with signaling theory in the stimulus-organism-response (S-O-R) framework, this paper's novelty focuses on the investigation of m-commerce ubiquity, brand trust as a mediating mechanism and product reputation as a moderator in explaining usage behavior in the m-commerce context.

Details

Kybernetes, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0368-492X

Keywords

Article
Publication date: 20 July 2021

Thanh Tiep Le, Huan Quang Ngo and Leonardo Aureliano-Silva

The purpose of this paper is to evaluate the role of corporate social responsibility (CSR) on small and medium-size enterprises’ (SMEs') performance by exploring the role of…

2492

Abstract

Purpose

The purpose of this paper is to evaluate the role of corporate social responsibility (CSR) on small and medium-size enterprises’ (SMEs') performance by exploring the role of mediating variables such as brand trust (BT) and brand loyalty (BL) in the context of an emerging market.

Design/methodology/approach

Based on a extend literature review on CSR, BT and BL studies, the authors evaluate the impact of those construct on SMEs’ performance in an emerging market. The paper follows a quantitative approach. In total, 247 responses were collected from 300 samples. The Smart Partial Least Squares SEM (version) was used to analyze the data of the SMEs of Vietnam in the year 2020.

Findings

The findings revealed significant and positive relationships among the variables in the model, such as CSR and firm performance (FP), CSR and BT, CSR and BL, as well as the mediating effect of BT and BL between CSR and firm performance.

Research limitations/implications

First, the sample was composed of small business from different segments, thus the respondents' perspective about CSR can differ according the impact of the business on society. Therefore, future studies could address businesses from a single segment to get a deeper understanding of their knowledge and involvement with CSR. Second, a cross-cultural study in emerging countries can be a rich venue for future research. Third, this study was developed through a quantitative approach; thus, the future research can apply qualitative approach or mixed methods to extend the study findings.

Practical implications

Managerial level of firm should prioritize noneconomic-related CSR; however, those will ultimately drive financial indicators of FP. The result is reasonable because firm simultaneously keeps committed with its stakeholders by delivering the committed qualification, transparency in operation and consistency in communication, environment respect, employee development and social welfare integrated directly into business activities. Those will result in creating love, trust and admiration from stakeholder, customers for brand and firms will get their engagement and support in many ways. This implication suggests that firm should incorporate CSR strategy into their core business activities and practice properly toward its stakeholders.

Social implications

This study contributes to the CSR literature in emerging context by shedding light on the roles of CSR in FP with the mediation roles of BT and BL. Most CSR studies focused on Western context as developed economy, thus less attention has been paid for emerging economy. While there is increasing interest CSR in Vietnam, traditional culture and its distinctive economic and political structure has had a great influence on CSR in Vietnam. Thus, this study is important and meaningful for business practitioners, investors, shareholders and policymakers toward sustainable development for firms and Vietnam as a whole.

Originality/value

To the best of the authors’ knowledge, this is the first study that explores the mediating role of BT and BL between CSR and FP for SMEs. The findings of this study may be of great implications to entrepreneurs, top management with respect to strategic perspectives to drive their businesses and to improve their FP in a sustainable direction in contexts of emerging markets. In addition, this finding may be of great interest to motive SMEs' managers to engage with CSR actions where those businesses are situated during and after the COVID-19 pandemic. By that understanding, Government may consider for policy reforms/innovation/groundbreaking to leverage businesses to promote their strengths toward sustainable development in the new economic settings. The findings of this study may be of significant contribution to SMEs in Vietnam and in others in emerging economies.

Details

International Journal of Emerging Markets, vol. 18 no. 8
Type: Research Article
ISSN: 1746-8809

Keywords

Article
Publication date: 14 May 2024

Leonardo Aureliano-Silva, Xiaoxiao Fu, Cihan Cobanoglu and M. Omar Parvez

This study investigates the direct impact of app attachment on service recovery and customer advocacy and their combined impact on recommendation and purchase intention. The…

Abstract

Purpose

This study investigates the direct impact of app attachment on service recovery and customer advocacy and their combined impact on recommendation and purchase intention. The mediating mechanisms of service recovery and customer advocacy between app attachment and customer responses are also tested in the context of food delivery apps (FDAs).

Design/methodology/approach

Utilizing a quantitative approach, the authors surveyed 207 responses from users of FDAs who had experienced service failures. Structural equation modeling in Smart PLS 3.0 was used to analyze the data.

Findings

The results supported direct effects among all constructs in the model. The main contribution of the study confirms the mediating mechanisms of service recovery and customer advocacy between app attachment and customer responses.

Research limitations/implications

Previous studies have mostly relied on the technology acceptance model (TAM). This theory posits that perceived usefulness and ease of use influence the decision of individuals to use a new technology. Although this theory is valuable in terms of accepting new technologies, it neglects psychological phenomena involving the individual and the technological entity – in this case, the FDA. Thus, our study is unique in applying attachment theory and putting emphasis on the importance of building trust in the relationship between FDAs and their customers. Social exchange theory is applied to explain the importance of overcoming the cost of experiencing a failure through service recovery. Thus, we extend the knowledge regarding psychological individual reactions to mobile technologies in the food context, an important sector within the hospitality market.

Practical implications

FDA managers should invest in developing emotional ties with customers. Specific actions include messaging customers on their birthdays or other festive dates. Short testimonial videos on TikTok or other social media with customers advocating in favor of the company could help spread recommendations and the intentions of other customers using the FDAs. To use these practical recommendations properly, we recommend that FDA managers consider the level of quality service recovery delivered and individuals’ cultures, beliefs and values regarding where the company operates to avoid misunderstandings.

Originality/value

This study is original in proposing a model to FDA operators considering app attachment, service recovery, customer advocacy, recommendation and purchase intention. It further supports the mediating effect of service recovery and customer advocacy between app attachment, recommendation and purchase intention on mobile phones.

Details

Journal of Hospitality and Tourism Insights, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9792

Keywords

Article
Publication date: 19 August 2021

Leonardo Aureliano-Silva, Xi Leung and Eduardo Eugênio Spers

The purpose of this study is to investigate the effect of online reviews on consumers’ intention to visit restaurants, with the moderating role of involvement.

1816

Abstract

Purpose

The purpose of this study is to investigate the effect of online reviews on consumers’ intention to visit restaurants, with the moderating role of involvement.

Design/methodology/approach

The research framework was built on signaling theory, message appeals and involvement theory. To test the proposed framework, three experiments were conducted online with real customer samples. T-tests, ANOVA and SPSS PROCESS macro were used for data analysis.

Findings

The results revealed that online reviews with higher online ratings and emotional appeal led to higher restaurant visit intention. Review appeal significantly moderated the effect of online ratings on restaurant visit intention. Customers with low restaurant involvement were more impacted by emotional comments than by functional comments.

Research limitations/implications

The present study extends our knowledge on the effects of online reviews moderated by levels of customer involvement. By combining signaling theory with involvement theory, it adds value to the literature on customer online behavior, especially in the foodservice context. The present study has limitations that might provide opportunities for future research. It used evaluations (TripAdvisor scores) and only positive reviews (texts), so customers’ intentions considering negative reviews could not be examined. The level of hedonism concerning consumption in restaurants and prior knowledge regarding restaurant reviews was not controlled for. It is possible that the level of hedonism perceived and prior review knowledge may moderate the customers’ intention to visit the restaurant.

Practical implications

The present study shows the importance of online comments for the promotion of restaurants that have low evaluation scores. It is essential that restaurant owners and managers encourage potential customers by using comments to elaborate on their marketing strategies and promotion. At the same time, they should invite customers to share their emotional experiences, and not just their views on service efficiency (a functional aspect). During the COVID-19 pandemic, the use of the internet and mobile devices has become more prominent. Managers could therefore use emotional messages on the restaurant’s website or apps to attract customers with low restaurant involvement. Also, a system to identify the involvement of customers with restaurants could be implemented online or on mobile devices to present specific messages. The present study also recommends the use of online tools as virtual tours, photographs taken from different angles, smiling faces, floor plans and sittings and pre-determined emotional expressions. Also, the restaurant could promote lives on cooking different dishes to motive customer’s interaction and comments. These would help to increase customers’ visit intentions.

Originality/value

This study extends knowledge about the effect of restaurant online reviews (both ratings and appeals) moderated by the level of customer involvement. The present study also adds value to the customer online behavior literature showing that customers with low involvement are more sensitive to emotional content as they use the affective route to process information rather than the central route.

在线评论对餐厅到访意愿的影响:运用信号理论和参与理论

研究目的

本研究旨在探索以顾客参与度作为调节变量, 关于在线评论对餐厅到访意愿的影响。

研究设计/方法/途径

本文以信号理论, 信息诉求, 参与理论来建立研究框架。为测试提出的理论框架, 本研究进行了三个在线消费者实验。T-检验, 方差分析, 和SPSS PROCESS 来作为统计方法。

研究结果

研究发现评论分值越高, 运用感情诉求往往导致更高度的到访意愿。评论的诉求形式显著调节了评分对到访意愿的影响。对于参与度较低的顾客, 情感诉求比功能性诉求更加能影响顾客意愿。

研究原创性/价值

本研究对餐厅在线评论(评分和诉求种类)对顾客到访意愿影响, 以及如何被消费者参与度所调节贡献了新知识。本研究对消费者在线行为做出了贡献, 发现参与度较低的顾客对和情感有关的内容更敏感, 相对于中央路径, 由于此类顾客更倾向于情感路径来处理信息。

Details

Journal of Hospitality and Tourism Technology, vol. 12 no. 4
Type: Research Article
ISSN: 1757-9880

Keywords

Article
Publication date: 23 February 2022

Leonardo Aureliano-Silva, Eduardo Eugênio Spers, Rab Nawaz Lodhi and Monalisa Pattanayak

This study investigates the mediating role of service recovery between brand love (BL), brand trust (BT) and purchase intention in the context of food-delivery apps.

1917

Abstract

Purpose

This study investigates the mediating role of service recovery between brand love (BL), brand trust (BT) and purchase intention in the context of food-delivery apps.

Design/methodology/approach

This study follows a quantitative approach. The authors conducted an online survey and collected 275 responses from users of food-delivery apps in South America and Asia. The authors analyzed the conceptual model proposed using structural equation modeling (SEM) in Smart PLS 3.0.

Findings

The results showed a direct and significant relationship between brand love, BT and purchase intention. Additionally, the authors identified the mediating role of service recovery between brand love, BT and purchase intention.

Research limitations/implications

First, this study focused on the service recovery construct in general. Future research can address different types of service recovery, for example, core, interpersonal and procedure failures (Kim and Jang, 2016). Second, the authors restricted the study to the relationship between brand love, BT and purchase intention. Future studies can include other constructs, such as e-word of mouth, loyalty and information risk, as intervening variables. A larger sample can also be considered to support the generalization of the findings.

Practical implications

This study recommends that companies enchant customers with immediate actions after a service failure has occurred. In doing so, companies must monitor those customers who have experienced a service failure, measuring the level of trust in the branded app and checking the frequency of purchases after a service recovery. Interacting with customers through messages is also an important action to manage their purchase intention following the problem's solution. Furthermore, companies must segment customers who have experienced a failure and direct them to specific benefits to reinforce their trust in the app. Then, after correcting the problem, they should pay them special attention by offering benefits, like discounts, coupons and free delivery, as a strategy to promote future purchases.

Originality/value

This is the first paper to investigate the impact of service recovery on brand love, BT and purchase intention in the context of food-delivery services. The authors extend the knowledge about consumers' responses in the case of a failure caused by consumers' loved brands and show how service recovery actions can establish BT and influence future purchases.

Article
Publication date: 4 November 2020

Pachayappan Murugaiyan and Venkatesakumar Ramakrishnan

Little attention has been paid to restructuring existing massive amounts of literature data such that evidence-based meaningful inferences and networks be drawn therefrom. This…

343

Abstract

Purpose

Little attention has been paid to restructuring existing massive amounts of literature data such that evidence-based meaningful inferences and networks be drawn therefrom. This paper aims to structure extant literature data into a network and demonstrate by graph visualization and manipulation tool “Gephi” how to obtain an evidence-based literature review.

Design/methodology/approach

The main objective of this paper is to propose a methodology to structure existing literature data into a network. This network is examined through certain graph theory metrics to uncover evidence-based research insights arising from existing huge amounts of literature data. From the list metrics, this study considers degree centrality, closeness centrality and betweenness centrality to comprehend the information available in the literature pool.

Findings

There is a significant amount of literature on any given research problem. Approaching this massive volume of literature data to find an appropriate research problem is a complicated process. The proposed methodology and metrics enable the extraction of appropriate and relevant information from huge quantities of literature data. The methodology is validated by three different scenarios of review questions, and results are reported.

Research limitations/implications

The proposed methodology comprises of more manual hours to structure literature data.

Practical implications

This paper enables researchers in any domain to systematically extract and visualize meaningful and evidence-based insights from existing literature.

Originality/value

The procedure for converting literature data into a network representation is not documented in the existing literature. The paper lays down the procedure to structure literature data into a network.

Details

Journal of Modelling in Management, vol. 17 no. 1
Type: Research Article
ISSN: 1746-5664

Keywords

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