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Article
Publication date: 13 October 2023

Bianca Maria van Niekerk, Mornay Roberts-Lombard and Nicole Cunningham

This study aims to explore the impact of store atmospherics on urban bottom-of-the-pyramid consumers’ behavioural intentions to purchase apparel in an emerging African market…

Abstract

Purpose

This study aims to explore the impact of store atmospherics on urban bottom-of-the-pyramid consumers’ behavioural intentions to purchase apparel in an emerging African market context. This study also considers purchase antecedents to attitude, perceived behavioural control and social norms as determinants of urban bottom-of-the-pyramid consumers’ apparel behavioural intentions.

Design/methodology/approach

Using non-probability sampling, specifically purposive and interlocking sampling, data collection was secured from 881 economically active Namibian urban bottom-of-the-pyramid respondents through interviewer-administered questionnaires. Covariance-based structural equation modelling assessed the significant relationships among all constructs in the conceptual model.

Findings

This study found that for favourable apparel behavioural intentions of urban bottom-of-the-pyramid consumers to occur, apparel retailers should emphasise trust, perceived awareness and self-identity through apparel assortment and groupings, easy-to-read visible signage, together with competent, friendly and respectful sales personnel in their store atmospherics.

Practical implications

The findings of this study may guide apparel retailers in other emerging African markets to develop regional integration, market-based solutions and inclusive economic growth focusing on “non-essential” products, such as apparel, among urban bottom-of-the-pyramid consumers.

Originality/value

This study expands the intellectual boundaries of urban bottom-of-the-pyramid consumers’ behavioural intentions towards “non-essential” products. The theoretical framework supports the integration of both the stimulus-organism-response model and the theory of planned behaviour into one single model for empirical investigation. Additionally, adopting a novel theoretical framework helped identify the impact of store atmospherics from a bottom-of-the-pyramid perspective in an emerging African market context, such as Namibia.

Details

European Business Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0955-534X

Keywords

Article
Publication date: 11 November 2020

Nils Høgevold, Göran Svensson and Mornay Roberts-Lombard

This study explores a seller’s perspective in business relationships to validate whether the findings reported in previous studies based on buyer business relationships apply to…

Abstract

Purpose

This study explores a seller’s perspective in business relationships to validate whether the findings reported in previous studies based on buyer business relationships apply to seller business relationships. The purpose of this study is to test whether satisfaction functions as a connector between positive antecedents (trust and commitment) and negative postcedents (opportunism and conflict) in a business-to-business (B2B) relationship, based on a seller perspective.

Design/methodology/approach

A descriptive research design was applied and data was collected from Norwegian companies from the database of LinkedIn’s Sales Navigator. Respondents (Sales or Marketing Managers/Directors or Key Account Managers) were asked to identify one main business customer with whom they had interacted in the past year. A total of 213 responses could be used for data analysis. In addition, the measurement and structural models were assessed.

Findings

Trust was established as a positive alter ego of opportunism and opportunism as a negative alter ego of trust. The commitment was also determined to be a positive alter ego of conflict, with conflict being a negative alter ego of commitment. Furthermore, it was proven that alter egos are not opposites, but facets of antecedents and postcedents in relation to a connector, satisfaction.

Research limitations/implications

The tested model endorses the hypothesised relationships between trust, commitment, satisfaction, opportunism and conflict in Norwegian B2B relationships. Satisfaction is linked to its two antecedents and its outcomes and the hypothesised relationship between opportunism and conflict is also endorsed from a seller’s perspective in B2B relationships.

Practical implications

The findings can assist the B2B industry to understand how trust and commitment foster satisfaction, how satisfaction influences opportunism and conflict, and how opportunism relates to conflict in a seller-business relationship.

Originality/value

No previous study has focussed on relationship marketing in B2B relationships from a seller’s perspective to establish whether satisfaction functions as a connector between trust and commitment and opportunism and conflict.

Details

European Business Review, vol. 33 no. 4
Type: Research Article
ISSN: 0955-534X

Keywords

Article
Publication date: 5 March 2020

Mornay Roberts-Lombard

This study aims to investigate how the commitment of Islamic banking customers is influenced by trust, relationship expectations and conflict management. In turn, the influence of…

Abstract

Purpose

This study aims to investigate how the commitment of Islamic banking customers is influenced by trust, relationship expectations and conflict management. In turn, the influence of their commitment on future satisfaction is determined.

Design/methodology/approach

A descriptive research design was applied and responses were obtained from Islamic banking customers through the application of self-administered questionnaires. A total of 350 completed questionnaires were used in analysing the data. An exploratory factor analysis established the interrelationships of the scales used to measure the study’s constructs. In addition, both the measurement and structural models were evaluated.

Findings

Trust and relationship expectations significantly and positively influence customer commitment, while conflict management has no significant influence on the commitment of Islamic banking customers to their bank. In addition, commitment significantly and positively influences the satisfaction experiences of Islamic banking customers.

Research limitations/implications

The tested model validates the hypothesised relationships between the trust, relationship expectations, commitment and satisfaction of Islamic banking customers. However, the relationship between conflict management, commitment and satisfaction was not established. Commitment is linked to trust and relationship expectations, as well as its outcome, satisfaction. However, commitment could not be linked to antecedent conflict management.

Practical implications

The findings could assist retail banks servicing Islamic banking customers in offering in-depth knowledge of how trust and relationship expectations can foster customer commitment, eventually securing the positive satisfaction of customers.

Originality/value

The study focussed on Islamic banking customers and determined the interrelationships between commitment and related constructs. Few studies, however, have examined how commitment relates to its precursors and outcome from an Islamic banking perspective in an emergent African economy.

Details

Journal of Islamic Marketing, vol. 11 no. 6
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 20 February 2023

Tendai Douglas Svotwa, Charles Makanyeza, Mornay Roberts-Lombard and Olumide Olasimbo Jaiyeoba

This study aims to explore the influence of surprise and delight on the loyalty intentions of retail banking customers in an emerging market context. This study also considers the…

Abstract

Purpose

This study aims to explore the influence of surprise and delight on the loyalty intentions of retail banking customers in an emerging market context. This study also considers the moderating effect of trust on these relationships.

Design/methodology/approach

Using convenience and purposive sampling methods, data collection was secured from 350 customers in the retail banking industry who are delighted with their banks.

Findings

This study found that for delightful experiences to occur, customers need to be surprised and see value in the product/service offered by the retail bank, coupled with the expertise of employees in delivering the service.

Research limitations/implications

The sample’s demographic profile was mostly skewed towards the younger generation (individuals 20–39 years of ages), meaning the results could be biased towards this group.

Practical implications

Retail banks need to create delightful experiences, as they are more memorable and leave a permanent mark in customers’ minds.

Originality/value

Limited studies have explored the relationship between delight, its antecedents and outcomes in a developing African market context, such as Botswana, hence the contribution of this study to literature.

Details

European Business Review, vol. 35 no. 3
Type: Research Article
ISSN: 0955-534X

Keywords

Article
Publication date: 31 January 2024

Mornay Roberts-Lombard, Charles Makanyeza, Olumide Jaiyeoba and Tendai Douglas Svotwa

This study uses relationship marketing theory to explore affective and calculative commitment as mediators in the delight–loyalty link. Furthermore, it investigates the role of…

Abstract

Purpose

This study uses relationship marketing theory to explore affective and calculative commitment as mediators in the delight–loyalty link. Furthermore, it investigates the role of perceived employee service delivery skills, perceived value and trust in the relationships between delight, affective commitment, calculative commitment and loyalty.

Design/methodology/approach

A descriptive research approach was applied, and the data were collected from 332 retail banking customers in an emergent market who are overall satisfied with their bank. A self-administered questionnaire collected data from 332 respondents who adhered to the stipulated requirements to participate in the study. These respondents were selected through purposive and convenience sampling. The constructs’ interrelationships were analysed via structural equation modelling. The measurement and structural models were also assessed.

Findings

Affective and calculative commitment and delight impact loyalty. Both affective commitment and calculative commitment were found to mediate the relationship between delight and customer loyalty.

Research limitations/implications

The study enhances an understanding of the role of affective and calculative commitment in strengthening the delight–loyalty link from a relationship marketing theory perspective.

Practical implications

The study provides guidance to the retail banking industry in emerging markets on the importance of affective and calculative commitment in strengthening the delight–loyalty link. It further informs retail banks of the need to provide banking customers with products and service value that exceed their expectations to strengthen their future commitment and loyalty to their bank.

Originality/value

Guided by relationship marketing theory, the role of affective and calculative commitment in mediating the delight–loyalty link in an emerging market context is uncovered.

Details

African Journal of Economic and Management Studies, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-0705

Keywords

Article
Publication date: 29 May 2020

Paul Blaise Issock Issock, Mornay Roberts-Lombard and Mercy Mpinganjira

The purpose of this study is to examine the importance of relationship marketing and particularly customer trust in energy-efficiency labels in social marketing interventions…

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Abstract

Purpose

The purpose of this study is to examine the importance of relationship marketing and particularly customer trust in energy-efficiency labels in social marketing interventions geared towards energy-efficient consumption.

Design/methodology/approach

A conceptual model was empirically tested on a sample of 517 users of electronic appliances living in South Africa. The study involved a cross-sectional design, and data were collected via a self-administered survey. Structural equation modelling and mediation analysis were used to test the hypothesised relationships.

Findings

The results indicated that customer trust is influenced by customers’ perception of the price and quality of energy-efficiency products, their attitude towards such products and their level of satisfaction with the environmental performance of the products. Customer trust, in turn, showed a positive influence on the customers’ intention to purchase energy-efficiency products and their loyalty to such products. As a central variable, customer trust was found to be an important mediator in the conceptual model.

Practical implications

The findings provide social marketers with important insights on the critical role that customer trust plays in achieving a long-term behavioural shift towards energy-efficient consumption.

Originality/value

Focusing on customer trust in energy-efficiency labels, this study provides empirical evidence of the mediating role of trust in influencing the intention to purchase and the decision to remain loyal to eco-friendly products. Moreover, this paper provides greater clarity on various levers to be activated to enhance the trust that customers have in energy-efficiency labels.

Details

Journal of Social Marketing, vol. 10 no. 2
Type: Research Article
ISSN: 2042-6763

Keywords

Open Access
Article
Publication date: 10 June 2022

Kebone Agnes Mntande, Beate Stiehler‐Mulder and Mornay Roberts-Lombard

This study aims to explore the loyalty intent of prepaid (contract-free) customers in a market where disloyalty is prevalent and the market has low switching costs.

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Abstract

Purpose

This study aims to explore the loyalty intent of prepaid (contract-free) customers in a market where disloyalty is prevalent and the market has low switching costs.

Design/methodology/approach

A quota, non-probability sampling technique was applied, resulting in the completion of 220 self-administered questionnaires that were used for data analysis. Confirmatory factor analysis and a structural equation model were applied to determine model fit and test the formulated hypotheses for this study.

Findings

The strength of the satisfaction–loyalty relationship is found to be influenced by three specific satisfaction antecedents, strengthened by the mediating role of customer delight and impacted by switching costs.

Practical implications

The findings of this study may guide mobile service providers in their initiatives to secure satisfaction and loyalty in a market context where switching costs are low and the market is described as disloyal.

Originality/value

This study investigates the well-researched relationship between satisfaction and loyalty and the antecedents of customer satisfaction to determine which of these variables should be the focus in a challenging market where consumers are disloyal and switching costs are low.

Details

European Business Review, vol. 35 no. 1
Type: Research Article
ISSN: 0955-534X

Keywords

Article
Publication date: 11 June 2018

Mornay Roberts-Lombard and Daniël Johannes Petzer

This study aims to investigate the extent to which the satisfaction/delight experienced by customers of cell phone network service providers is influenced by their perceptions of…

1286

Abstract

Purpose

This study aims to investigate the extent to which the satisfaction/delight experienced by customers of cell phone network service providers is influenced by their perceptions of the networks’ employee service delivery skills and the value that the customers derive from the networks’ offerings. In turn, the influence of the extent of their satisfaction/delight on future behavioural intention (BI) is determined.

Design/methodology/approach

A descripto-explanatory research design is followed and data are collected from satisfied/delighted cell phone network service provider customers using self-administered questionnaires. A total of 593 responses were suitable for analysis. An exploratory factor analysis is used to uncover the interrelationships between the items measuring the study’s constructs. Furthermore, the measurement and structural models are assessed.

Findings

Perceived employee service delivery skills (PESDS) and value significantly and positively influence customer satisfaction/delight experiences, whereas customer satisfaction/delight experiences significantly and positively influence their BIs.

Research limitations/implications

The model tested confirms the hypothesised relationships between PESDS, perceived value, customer satisfaction/delight experiences and BIs of cell phone network customers. Customer satisfaction/delight experiences are linked to their two antecedents (PESDS and value) and their outcome, BI.

Practical implications

The findings assist cell phone network service providers in understanding how PESDS and value can foster customer delight, ultimately leading to positive BIs from customers.

Originality/value

This study focuses only on satisfied customers and determines the interrelationships of the extent to which they encounter customer satisfaction/delight experiences and related constructs. Few research studies, however, have examined how customer satisfaction/delight experiences relate to its antecedents and outcome.

Article
Publication date: 20 February 2024

Carlos Ferro-Soto, Carmen Padin, Mornay Roberts-Lombard, Goran Svensson and Nils Høgevold

This study aims to explore the direct and indirect effects of sales opportunism and sales conflict as well as of non-economic and economic satisfaction in business-to-business…

Abstract

Purpose

This study aims to explore the direct and indirect effects of sales opportunism and sales conflict as well as of non-economic and economic satisfaction in business-to-business (B2B) sales relationships. This understanding offers B2B buyers enhanced knowledge of sales business expectations towards sustainable business relationships in the future.

Design/methodology/approach

Through self-administered questionnaires, data were obtained from 237 sales or marketing managers/directors of small- and medium-sized companies across industries in Spain, who were randomly contacted via LinkedIn. The multivariate analysis of measurement and structural models was based on IBM SPSS Amos 27.

Findings

The study confirms that sales opportunism positively affects sales conflict. Moreover, sales opportunism is negatively associated with non-economic sales satisfaction, whereas non-economic sales satisfaction is positively associated with economic sales satisfaction. Consequently, if all associates are pleased with the relationship and the gains it can provide, a long-standing orientation can be achieved.

Research limitations/implications

The study expands existing theory on seller–buyer relationships in a B2B context. It contextualises direct and indirect relationships between two antecedents (sales opportunism and sales conflict) and two postcedents (economic sales satisfaction and non-economic sales satisfaction) in sales business–buyer settings.

Practical implications

The study guides buyers in B2B relationships towards an improved understanding of how sales businesses perceive opportunism and conflict (as negative precursors) to impact non-economic satisfaction and how it can influence economic satisfaction.

Originality/value

Most studies explore B2B relationship building from the perspective of the buyer, thereby creating a shortfall in developing an understanding of all partner expectations in B2B relational intent. Moreover, the measurement of satisfaction as a multidimensional construct secured the integration of non-economic satisfaction and economic satisfaction within a single model allowing the constructs measured in this study to be holistically assessed.

Details

European Business Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0955-534X

Keywords

Article
Publication date: 2 March 2020

Paul Blaise Issock Issock, Mornay Roberts-Lombard and Mercy Mpinganjira

The aim of this paper is to examine the motives behind the separation of household waste (or the lack of such separation) on the basis of the theory of interpersonal behaviour…

Abstract

Purpose

The aim of this paper is to examine the motives behind the separation of household waste (or the lack of such separation) on the basis of the theory of interpersonal behaviour. The aim of this paper is to broaden and deepen the understanding of key determinants of household waste separation (or the lack of such separation). This study proposes a conceptual model based on the theory of interpersonal behaviour in combination with the focus theory of normative conduct.

Design/methodology/approach

A quantitative method was applied to investigate the views of 350 heads of households in the Johannesburg metropolitan area through an administered questionnaire. Structural equation modelling was employed to test the hypothesised structural relationships in the proposed model.

Findings

The results indicate that household waste separation intention is influenced by cognition of the consequences and by injunctive and personal normative pressures. Separation intention and past habits were found to have a direct influence on actual separation behaviour.

Originality/value

While the theory of planned behaviour is ubiquitous in the recycling literature, this study presents a different, broader framework for a better understanding of the drivers of household waste separation. This is achieved by applying the theory of interpersonal behaviour in combination with the focus theory of normative conduct. The findings provide insights that could help municipalities in emerging markets to promote household waste separation for better management of the environment.

Details

Management of Environmental Quality: An International Journal, vol. 31 no. 3
Type: Research Article
ISSN: 1477-7835

Keywords

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