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1 – 2 of 2Sabine Imad Arayssi, Rima Bahous, Rula Diab and Mona Nabhani
The purpose of this paper is to examine language teachers’ perceptions of practitioner research to establish an understanding whether research comprises a fundamental component in…
Abstract
Purpose
The purpose of this paper is to examine language teachers’ perceptions of practitioner research to establish an understanding whether research comprises a fundamental component in their career.
Design/methodology/approach
A qualitative study was conducted with language teachers and coordinators from various schools in Lebanon. Questionnaires were distributed to 50 language teachers, followed by semi-structured interviews conducted with language coordinators, and in-depth interviews with language teachers who are practitioner researchers.
Findings
Results indicated that research is a minority activity for language teachers due to lack of time, overwhelming working conditions and lack of flexibility in the workplace.
Research limitations/implications
There was a lack of cooperation between teachers and coordinators.
Originality/value
This study provides teachers in Lebanon with the opportunity of transforming their voice through participating in and being agents of research rather than solely observing the process which attempts to bridge theory to practice.
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Keywords
The purpose of this study is two-fold. First is to explore the role of some customer personality traits in explaining customer satisfaction in mobile services. Second is to…
Abstract
Purpose
The purpose of this study is two-fold. First is to explore the role of some customer personality traits in explaining customer satisfaction in mobile services. Second is to explore the relationship between satisfaction and loyalty of mobile services customers, mediated by attitude-to-brand considering the fierce competition and the fast industry growth.
Design/methodology/approach
The study used a cross-sectional design and a survey of mobile service customers. For the empirical analysis, the structural equation models were applied (partial least squares).
Findings
The results suggest that customers who are agreeable, neurotic and open to new experience are more likely to be satisfied with mobile services than other personality types. In addition, the satisfaction-loyalty link is fully mediated by attitude-to-brand. Hence, satisfaction is not a direct driver of loyalty in the mobile services business and loyalty is achieved when service providers simultaneously focussed on the customers’ satisfaction and their attitudes towards brands.
Practical implications
The study identified the personality trait drivers of customer satisfaction and the path to customer loyalty in the mobile services sector. With this information, mobile service providers should be better able to target and retain customers.
Originality/value
The study offers new insights into customer behaviour by using personality traits to identify requirements for achieving customer satisfaction, customer loyalty and attitude-to-brand.
Propósito
El propósito de este estudio es doble. Primero, explorar el papel de algunos rasgos de personalidad del cliente para explicar su satisfacción en los servicios móviles. Segundo, explorar la relación entre la satisfacción y la lealtad de los clientes de servicios móviles, mediada por la actitud hacia la marca considerando la feroz competencia y el rápido crecimiento de la industria.
Diseño/metodología/enfoque
El estudio utilizó un diseño transversal y una encuesta de clientes de servicios móviles. Para el análisis empírico se utilizaron modelos de ecuaciones estructurales (PLS)
Hallazgos
Los resultados sugieren que los clientes agradables, neuróticos y abiertos a nuevas experiencias tienen más probabilidades de estar satisfechos con los servicios móviles que otros tipos de clientes. Además, el vínculo satisfacción-lealtad está mediado por la actitud hacia la marca. Por lo tanto, la satisfacción no es un precursor directo de la lealtad en servicios móviles. La lealtad se logra cuando el proveedor de servicios se centra simultáneamente en la satisfacción del cliente y cuida la actitud hacia la marca.
Implicaciones prácticas
El estudio identificó los rasgos de personalidad de los clientes que llevan a la satisfacción y el camino hacia la lealtad del cliente en el sector de los servicios móviles. Con esta información, los proveedores de servicios de telefonía móvil deberían estar mejor capacitados para dirigirse a los clientes y retenerlos.
Originalidad/valor
El estudio ofrece nuevas perspectivas sobre el comportamiento del cliente al utilizar los rasgos de la personalidad para identificar los requisitos que permiten lograr la satisfacción del cliente, su lealtad y mejorar la actitud hacia la marca.
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