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Article
Publication date: 5 October 2018

Muhammad Sabbir Rahman, Mahafuz Mannan and Riasat Amir

The purpose of this study is to provide an insight into the adoption process of mobile internet (M-internet) among bottom-of-the-pyramid (BoP) customers.

Abstract

Purpose

The purpose of this study is to provide an insight into the adoption process of mobile internet (M-internet) among bottom-of-the-pyramid (BoP) customers.

Design/methodology/approach

An empirical survey was used to test the proposed hypotheses. Data were collected from a total of 387 BoP customers from Bangladesh. PLS-SEM was applied to test the proposed model.

Findings

The findings in this study reveal that BoP customers’ life satisfaction, internet literacy, perceived usefulness and perceived ease of use significantly influence a customer’s intention to use M-internet, while these relationships are partially mediated by the attitude toward M-internet. Furthermore, price perception was found to directly influence intention to use M-internet and to have a positive moderating effect on the relationship between attitude toward M-internet and intention to use M-internet. Also, intention to use M-internet was found to have a significant influence on BoP customer’s M-internet adoption behavior.

Practical implications

The findings of this study help to understand what drives and impedes the M-Internet adoption behavior of BoP customers in a developing country like Bangladesh.

Originality/value

This is the first study that incorporated BoP customers’ life satisfaction and internet literacy to investigate the BoP customers’ adoption process of M-internet in the context of developing countries. Overall, this study contributes to the limited literature regarding the BoP customers’ M-internet adoption behavior. The results of this study will help the M-internet service providers of Bangladesh and other similar developing countries to understand the BoP customer’s adoption process regarding M-internet to create successful policies and strategies both for the service providers and policymakers.

Details

Digital Policy, Regulation and Governance, vol. 20 no. 6
Type: Research Article
ISSN: 2398-5038

Keywords

Article
Publication date: 4 October 2019

Mahafuz Mannan, Nusrat Chowdhury, Priodorshine Sarker and Riasat Amir

The purpose of this study is to provide an insight into the crucial antecedents of customer satisfaction and revisit intention in the context of dining restaurants in a holistic…

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Abstract

Purpose

The purpose of this study is to provide an insight into the crucial antecedents of customer satisfaction and revisit intention in the context of dining restaurants in a holistic approach, taking Bangladesh as a unit of analysis.

Design/methodology/approach

The research design was cross-sectional. Data were collected from 30 dining restaurants in Dhaka city, Bangladesh. The proposed model was tested using partial least square structural equation modeling with a sample size of 600 respondents.

Findings

The antecedents of customer satisfaction (i.e. service quality, food quality, atmospherics, other customers and perceived value/price) were found to have significant positive effects on customer satisfaction. Customer satisfaction and restaurant reputation were found to have significant positive effects on revisit intention, while variety seeking tendency was found to have a significant negative effect on revisit intention. Trust was found to partially mediate the customer satisfaction-revisit intention and restaurant reputation-revisit intention relationships.

Originality/value

This study is among the first to provide a holistic approach toward the crucial antecedents of customer satisfaction (i.e. service quality, food quality, atmospherics, other customers and perceived value) and revisit intention (i.e. customer satisfaction, variety seeking tendency, trust and restaurant reputation) in one structural equation model, and investigated their interrelationships in the context of dining restaurants. To the authors’ knowledge, this is the first study that has investigated the mediating role of trust between the customer satisfaction-revisit intention and restaurant reputation-revisit intention relationships in the context of dining restaurants. From a market-specific context, this the first study to investigate and link the examined variables in the context of Bangladeshi dining restaurants.

Details

Journal of Modelling in Management, vol. 14 no. 4
Type: Research Article
ISSN: 1746-5664

Keywords

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