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1 – 3 of 3Munazza Saeed, Zarina Waheed, Aysha Karamat Baig and Ilhaamie Abdul Ghani Azmi
The purpose of this qualitative comparative study was to explore the brand-switching behavior of Muslim consumers in selected cities from Pakistan and Malaysia.
Abstract
Purpose
The purpose of this qualitative comparative study was to explore the brand-switching behavior of Muslim consumers in selected cities from Pakistan and Malaysia.
Design/methodology/approach
Data were collected through interviews which were conducted with 30 participants including universities (5), shopping malls (5) and restaurant locations (5) of each country. The constant comparative analysis was used to analyze the data.
Findings
Results revealed that a demonstration of awareness of American brands, their image and perceived quality causes Muslim consumers to switch away from American brands to non-American brands. In addition, this study also showed that the certain reasons compel consumers to stay with American brands.
Practical implications
The findings are helpful for American brands in reconsidering their strategies while segmenting the Muslim consumers as target market.
Originality/value
This is the first paper of its kind to explore Muslim consumer brand-switching behavior by using a qualitative method.
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Keywords
Munazza Saeed, Zafer Adiguzel, Imran Shafique, Masood Nawaz Kalyar and Denisa Bogdana Abrudan
Drawing from dynamic capability (DC) theory, this study aims to investigate how big data analytics (BDA)-enabled dynamic capabilities (DCs) prompt firm performance. This study…
Abstract
Purpose
Drawing from dynamic capability (DC) theory, this study aims to investigate how big data analytics (BDA)-enabled dynamic capabilities (DCs) prompt firm performance. This study proposes that BDA-enabled DCs lead firms toward simultaneous exploration and exploitation of new knowledge about markets and products (i.e. marketing ambidexterity) which in turn improves firms' market and financial performance. This study also examines if environmental dynamism strengthens the aforementioned relationship.
Design/methodology/approach
This study uses survey questionnaire and data were collected in the form of two heterogeneous samples from Turkey and Pakistan. Partial least square-structural equation modeling (PLS-SEM) was used to test the hypotheses.
Findings
Results reveal that BDA-enabled DCs positively affect both dimensions of marketing ambidexterity (exploration and exploitation). Marketing exploration and exploitation have positive effects on firms' market and financial performance. Results also demonstrate that environmental dynamism moderates the link between BDA-enabled DCs and firms' marketing exploitation. The moderating effect for BDA-enabled DCs and firms' marketing exploration was not consistent across both samples.
Research limitations/implications
This study contributes to the literature of BDA and marketing ambidexterity in the light of DC theory in a way that when and how the marketing ambidexterity, derived from BDA-enabled DCs, has a positive impact on firm performance. Moreover, findings imply that the development and enhancement of BDA-enabled DCs facilitate firms to calibrate marketing exploitation and exploration to seek new knowledge about markets and products and using such knowledge to achieve superior performance.
Originality/value
The novelty of present study is development of dynamic capabilities-based framework which sheds light on the role of big data for sensing, seizing and (re)configuring firms' resources to develop marketing ambidextrous capabilities in order to stay successful. From methodological perspective, this study uses two heterogeneous samples to assess robustness of results for ensuring greater generalizability and theoretical resonance.
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Muhammad Aamir Shafique Khan, Du Jianguo, Shuai Jin, Munazza Saeed and Adeel Khalid
Using the conservation of resources (COR) theory, the present study aims to examine the role of participative leadership in frontline service employees (FLEs)’ service recovery…
Abstract
Purpose
Using the conservation of resources (COR) theory, the present study aims to examine the role of participative leadership in frontline service employees (FLEs)’ service recovery performance. The present study also tests FLEs’ role breadth self-efficacy (RBSE) as a theoretically relevant mediator and FLE trait mindfulness as an important moderator.
Design/methodology/approach
Data were collected using time-lagged (three rounds, two weeks apart) from two sources (193 FLEs and 772 customers, who experienced a service failure). Structural equation modeling (Mplus, 8.6) was employed to analyze the data.
Findings
The results revealed that participative leadership was positively associated with FLEs service recovery performance, both directly and indirectly, via RBSE. The results also showed that FLE trait mindfulness moderated the link of participative leadership with RBSE and the indirect association of participative leadership with service recovery performance, via RBSE.
Practical implications
This study suggests that organizational leaders who exhibit participative leadership behavior are valuable for organizations. By demonstrating such behaviors, they boost FLEs' RBSE, which in turn improves their service recovery performance.
Originality/value
The present work makes important contributions to the literature on service recovery performance by foregrounding two important yet overlooked antecedents (participative leadership and RBSE) of FLE service recovery performance. The present work also contributes to the nascent literature on the antecedents and outcomes of RBSE in service contexts.
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