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1 – 10 of 14Rania B. Mostafa and Mohamed Sobhy Temerak
This paper aims to identify the mechanism through which consumer empowerment, created via the Facebook brand page (FBBP), is transformed into brand page stickiness. Specifically…
Abstract
Purpose
This paper aims to identify the mechanism through which consumer empowerment, created via the Facebook brand page (FBBP), is transformed into brand page stickiness. Specifically, a model examining the mediating role of FBBP experience and the moderating role of brand love is proposed and tested.
Design/methodology/approach
Data from 283 FBBP users were analyzed using structural equation modeling with partial least squares.
Findings
The findings reveal the positive effect of consumer empowerment and brand page experience on brand page stickiness. The mediating role of brand page experience and the moderating role of brand love were prominent in the consumer empowerment–brand page stickiness link.
Originality/value
This paper is novel in inaugurating the association between consumer empowerment and FBBP stickiness, which is mediated by brand experience and moderated with brand love. This paper enriches the understanding of how brand page stickiness can be enhanced in the social media context.
Practical implications
This paper guides managers to best utilize FBBP to create a pleasant experience and yield stickiness.
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Rania B. Mostafa and Tamara Kasamani
Based on the stimulus–organism–response (SOR) model, the aim of this study is to explore the impact of brand experience (BE) on brand loyalty, with the mediation effect of…
Abstract
Purpose
Based on the stimulus–organism–response (SOR) model, the aim of this study is to explore the impact of brand experience (BE) on brand loyalty, with the mediation effect of emotional brand attachment (EBA) dimensions, specifically brand passion, self-brand connection and brand affection.
Design/methodology/approach
The study utilized a sample of 278 smartphone users in Lebanon. A questionnaire was used for data collection and a mediation analysis was employed to test the hypothesized relationships.
Findings
The findings revealed that experiential brands promote long-lasting brand loyalty through building brand passion, self-brand connection and brand affection.
Practical implications
To achieve a long-standing brand–consumer relationship, marketing managers should enhance and augment experiential marketing practices as this triggers deep emotional links and builds strong emotional ties with customers.
Originality/value
In contrast to previous studies on BE and loyalty, this research contributes to the literature by deepening the impact of emotions from the EBA perspective, specifically brand passion, brand affection and self-brand connection and posits the latter as mediators to the link between the BE and brand loyalty in the smartphone industry.
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This paper attempts to investigate the potential effect of mobile banking (m-banking) service quality dimensions (ease of use, usefulness, security/privacy and enjoyment) on…
Abstract
Purpose
This paper attempts to investigate the potential effect of mobile banking (m-banking) service quality dimensions (ease of use, usefulness, security/privacy and enjoyment) on customers’ value co-creation intention (CVCCI) in the banking sector.
Design/methodology/approach
A questionnaire was administered with a sample of 301 respondents from Egypt. Mediation and moderation analyses were performed to explore the role of m-banking service quality, attitude toward using m-banking (ATT-m-banking) and bank trust in shaping CVCCI.
Findings
The empirical evidence confirms the potential role of m-banking service quality dimensions, the ATT-m-banking, and customer trust in developing CVCCI. In addition, the mediation effect of ATT-m-banking in the m-banking service quality dimensions and CVCCI link was demonstrated. Interestingly, trust was not found to have a moderating effect between the ATT-m-banking and CVCCI.
Practical implications
Outcomes of the study will benefit bank managers to allocate resources when developing an m-banking platform, which helps in effectively promoting value co-creation in the banking sector.
Originality/value
This paper is a pioneering study to move the m-banking literature forward beyond the extensively studied m-banking adoption by exploring a longer-term outcome of customer engagement with m-banking, which is CVCCI.
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This paper fulfills a prominent need to examine some overlooked predictors of consumer engagement in an online setting. This study aims to explore whether and how consumer…
Abstract
Purpose
This paper fulfills a prominent need to examine some overlooked predictors of consumer engagement in an online setting. This study aims to explore whether and how consumer e-empowerment mediates the influence of social capital (bonding and bridging) on consumer engagement with the Facebook brand page.
Design/methodology/approach
Based on an online questionnaire survey, data obtained from 369 Facebook users were analyzed by using structural equation modeling to empirically examine the proposed framework.
Findings
Results support an influential mediating effect of consumer e-empowerment to the social capital -consumer engagement link. Specifically, the effect of both bridging and bonding social capitals on consumer engagement is partially mediated by consumer e-empowerment.
Research limitations/implications
The social capital notion is powerful for managers, as it indicates significant results for the firm due to investments in social media brand pages. Such social capital transmutes into consumer engagement via consumer e-empowerment. Therefore, this paper provides a guideline for managers when investing in social media sites.
Originality/value
This paper fulfills an identified need to study how social capital may affect consumer engagement. The paper is a leading study in investigating the direct and indirect (via consumer e-empowerment) effects of bonding and bridging social capitals on consumer brand engagement.
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Rania B. Mostafa and Farid ElSahn
Drawing on social identity theory, the purpose of this paper is to propose and test a conceptual framework of the mechanism of customer response toward corporate social…
Abstract
Purpose
Drawing on social identity theory, the purpose of this paper is to propose and test a conceptual framework of the mechanism of customer response toward corporate social responsibility (CSR) initiatives of Islamic banks.
Design/methodology/approach
A survey was completed by 203 customers of Islamic banks in Bahrain. Structural equation modeling, was used to test the hypotheses.
Findings
Islamic ethics fit partially mediates the relationship between CSR initiatives and consumer-bank identification (CBI) which in turn contributes positively to customer advocacy. These findings emphasize the importance of CSR practices compliance with Islamic ethics principles for customers to identify with and advocate Islamic bank.
Research limitations/implications
Understanding the mechanism of customers’ responses toward CSR initiatives of Islamic banks provides insights into the complexities of Islamic bank customers’ perceptions of CSR initiatives. The successful introduction of a mediating variable, namely, Islamic ethics fit suggests future research opportunities.
Originality/value
Much of the value of the present work is because of the findings regarding the relationship between CSR and customer responses. The originality of this study lies in being the first research examining the mediating role of Islamic ethics fit to the relationship between CSR initiatives and CBI which in turn enhances Islamic banks’ advocacy.
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Rania Badr Mostafa and Tamara Kasamani
Artificial intelligence chatbots are shifting the nature of online services by revolutionizing the interactions of service providers with consumers. Thus, this study aims to…
Abstract
Purpose
Artificial intelligence chatbots are shifting the nature of online services by revolutionizing the interactions of service providers with consumers. Thus, this study aims to explore the antecedents (e.g. compatibility, perceived ease of use, performance expectancy and social influence) and consequences (e.g. chatbot usage intention and customer engagement) of chatbot initial trust.
Design/methodology/approach
A sample of 184 responses was collected in Lebanon using a questionnaire and analyzed using structural equation modeling (SEM) by AMOS 24.
Findings
The results revealed that except for performance expectancy, all the other three factors (compatibility, perceived ease of use and social influence) significantly boost customers’ initial trust toward chatbots. Further, initial trust in chatbots enhances the intention to use chatbots and encourages customer engagement.
Research limitations/implications
The study provides insights into some variables influencing initial chatbot trust. Future studies could extend the model by adding other variables (e.g. customer experience and attitude), in addition to exploring the dark side of artificial intelligence chatbots.
Practical implications
This study suggests key insights for marketing managers on how to build chatbot initial trust, which, in turn, will lead to an increase in customers’ interactions with the brand.
Originality/value
The current study marks substantial contributions to the artificial intelligence marketing literature by proposing and testing a novel conceptual model that examines for the first time the factors that impact chatbot initial trust and the key outcomes of the latter.
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Rayan Abdul Al and Rania Mostafa
This exploratory research examines the effect of motivational factors on the firm performance of women entrepreneurs in Lebanon. An interview questionnaire was used to collect…
Abstract
This exploratory research examines the effect of motivational factors on the firm performance of women entrepreneurs in Lebanon. An interview questionnaire was used to collect data from 110 women entrepreneurs. Findings of the multiple regression model indicated three women entrepreneurial motivations (internal locus of control, self-efficacy, and financial success) were positively related to firm performance. Other entrepreneurial motivations that were explored (need for achievement, desire for independence, and passion) appeared to have no significant positive relation with firm performance. Generally, this exploratory research suggests that theories regarding women entrepreneurship derived from developed countries should be examined carefully before being used in developing country settings like Lebanon.
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Rania Mostafa, Cristiana R. Lages and Maria Sääksjärvi
This paper aims to address the gaps in service recovery strategy assessment. An effective service recovery strategy that prevents customer defection after a service failure is a…
Abstract
Purpose
This paper aims to address the gaps in service recovery strategy assessment. An effective service recovery strategy that prevents customer defection after a service failure is a powerful managerial instrument. The literature to date does not present a comprehensive assessment of service recovery strategy. It also lacks a clear picture of the service recovery actions at managers’ disposal in case of failure and the effectiveness of individual strategies on customer outcomes.
Design/methodology/approach
Based on service recovery theory, this paper proposes a formative index of service recovery strategy and empirically validates this measure using partial least-squares path modelling with survey data from 437 complainants in the telecommunications industry in Egypt.
Findings
The CURE scale (CUstomer REcovery scale) presents evidence of reliability as well as convergent, discriminant and nomological validity. Findings also reveal that problem-solving, speed of response, effort, facilitation and apology are the actions that have an impact on the customer’s satisfaction with service recovery.
Practical implications
This new formative index is of potential value in investigating links between strategy and customer evaluations of service by helping managers identify which actions contribute most to changes in the overall service recovery strategy as well as satisfaction with service recovery. Ultimately, the CURE scale facilitates the long-term planning of effective complaint management.
Originality/value
This is the first study in the service marketing literature to propose a comprehensive assessment of service recovery strategy and clearly identify the service recovery actions that contribute most to changes in the overall service recovery strategy.
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Rania Miniesy, Engy Elshahawy and Hadia Fakhreldin
This study aims to examine the impact of social media (SM) on the creation of digital entrepreneurship by female (irrespective of age) and youth male (aged 18–29 years…
Abstract
Purpose
This study aims to examine the impact of social media (SM) on the creation of digital entrepreneurship by female (irrespective of age) and youth male (aged 18–29 years) entrepreneurs, investigate if SM empowers those entrepreneurs and compare the empowerment characteristics between female and youth male entrepreneurs before and after starting their businesses.
Design/methodology/approach
Self-assessment questionnaires were collected from a sample of 408 Egyptian female and youth male digital entrepreneurs from Greater Cairo, whose businesses had been operating for more than one year.
Findings
The research showed the following four results: Of the surveyed entrepreneurs, 95% asserted that without SM, they would not have started their businesses. Female and youth male entrepreneurs are empowered both on personal and relational levels, and women’s empowerment is more evident in the latter. Before digital entrepreneurship, youth males have significantly higher averages than female entrepreneurs in almost all empowerment characteristics, whereas after digital entrepreneurship, female entrepreneurs have significantly higher averages in making decisions related to investment, personal education and personal health, as well as those of other household members. Female entrepreneurs are relatively more empowered than youth males after digital entrepreneurship when each group is compared with its initial status.
Originality/value
This study’s originality stems from using a large sample of entrepreneurs, including youth males, not just females; employing a more structured, comprehensive measure of empowerment than found in the literature because it included the rarely used psychological dimension; considering more than one SM tool and comparing empowerment of females to that of youth males.
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Rania Ahmed Aly El Garem, Amira Fouad and Hassan Mohamed
This paper explores the effect of perceived service quality, trust, perceived value and perceived cost on patient satisfaction and loyalty as well as exploring the moderating…
Abstract
Purpose
This paper explores the effect of perceived service quality, trust, perceived value and perceived cost on patient satisfaction and loyalty as well as exploring the moderating role of the sociodemographic factors.
Design/methodology/approach
The data were gathered from 462 patients via a structured questionnaire, while structural equation modeling was utilized for the analysis.
Findings
Results indicated that trust, perceived value and patient satisfaction have important roles in shaping the patient loyalty, while patient satisfaction was found to fully mediate the patient’s perceived service quality. Loyalty relationship was also found to partially mediate the trust–loyalty relationship. Nonetheless, the patient’s satisfaction–loyalty relationship was found to be only moderated by the age factor.
Practical implications
Implications are provided to the Egyptian private hospitals in order for them to formulate improvement plans as well as set higher standards of conduct.
Originality/value
This original research is the first one, up to the researcher knowledge, that explores the drivers of patient satisfaction in the private hospitals in Egypt.
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