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Article
Publication date: 15 November 2019

Johra Kayeser Fatima, Rita di Mascio, Raechel Johns and Ali Quazi

The purpose of this paper is to explore the mediation impacts of core, relational and tangible service-quality features on the relationship between customer–frontline…

Abstract

Purpose

The purpose of this paper is to explore the mediation impacts of core, relational and tangible service-quality features on the relationship between customer–frontline employee rapport and customer dependency in an emerging market context. The study examines the moderating effects of relationship age and frequency of customers’ physical visits.

Design/methodology/approach

Partial least squares-based structural equation modelling was used to analyse data from a survey of 290 financial services customers in Dhaka, Bangladesh using the convenience sampling technique.

Findings

Results show that relational service-quality features had the largest mediation impact on the rapport–dependency relationship, followed by core and tangible service-quality features. Relationship age was not found to be a significant moderator for any relationship. However, the moderation effect of the frequency of customers’ physical visits to the service premises was significant, but only for the link between relational service-quality features and customer dependency and not for the other two types of service-quality features.

Research limitations/implications

Data collected from several other emerging markets would provide more rigorous findings: this is recommended as an avenue for further research.

Practical implications

Practitioners can manipulate specific relational or tangible service-quality features to increase customer dependency on their firms, thus ensuring longer-term customer retention.

Originality/value

This study is the first one to examine the relative significance of the impacts of relational features vs tangible features of services on customer dependency in the emerging market context, with rapport serving as an antecedent.

Details

Journal of Service Theory and Practice, vol. 29 no. 5/6
Type: Research Article
ISSN: 2055-6225

Keywords

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Article
Publication date: 9 March 2020

Johra Kayeser Fatima, Rita Di Mascio, Ali Quazi and Raechel Johns

This study aims to capture the mediation role of customer–frontline employee rapport on customer satisfaction and affective, calculative and normative commitment by using…

Abstract

Purpose

This study aims to capture the mediation role of customer–frontline employee rapport on customer satisfaction and affective, calculative and normative commitment by using three alternative models. It also verifies the moderation effect of relationship age on the rapport-satisfaction link in each alternative model.

Design/methodology/approach

The survey data collected from bank customers were analyzed using structural equation modeling (SEM) with the partial least square (PLS) method.

Findings

Results confirmed rapport as a significant mediator between satisfaction and each of the three types of commitment. Relationship age significantly moderates the links between rapport to affective and normative commitment but not to calculative commitment.

Research limitations/implications

Additional findings from “importance–performance analysis” suggest that satisfaction is more import to customers than rapport for developing commitment, so further investigations can reveal the underlying reasons. Also, complementary mediation shows one or more missing mediators, which calls for future research.

Practical implications

Managers need to use rapport strategically with customers in different relationship ages to build different types of commitment. Specific tactics to build rapport and possible long run implications for developing affective, calculative and normative commitment have been discussed in the “note to practitioner” section.

Originality/value

Using “broaden-and-build” theory, the study extends the literature by confirming the mediation influence of rapport on satisfaction and three types of commitment relationships.

Details

International Journal of Bank Marketing, vol. 38 no. 4
Type: Research Article
ISSN: 0265-2323

Keywords

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Article
Publication date: 14 August 2007

Rita Di Mascio

The purpose of this paper is to develop a method to evaluate the quality of service delivery process designs, based on how closely they meet process requirements of key…

Abstract

Purpose

The purpose of this paper is to develop a method to evaluate the quality of service delivery process designs, based on how closely they meet process requirements of key stakeholders while taking variability into account.

Design/methodology/approach

A Monte Carlo computer simulation of the flowchart of the service delivery process is used to capture the effects of multiple types of variabilities and parametric uncertainties on process variables of interest, and the Taguchi quality loss framework is applied to estimate overall process quality. As an example, a proposed modification to a patient‐treatment process in a hospital emergency department is evaluated.

Findings

This paper demonstrated a method that service managers can use to evaluate the quality of service delivery process designs.

Practical implications

This method can evaluate modifications to various aspects of a service delivery process, and can assist managers to fail‐safe the entire process. Furthermore, it characterises process quality using a range of probable values instead of a single value, such as the process mean, and thus provides a more realistic representation of quality.

Originality/value

This paper contributes to service engineering in two ways: by adapting the Taguchi quality loss approach, commonly used to assess manufacturing process quality, to a service delivery process; and by incorporating uncertainty, due to imprecise knowledge of process parameters, into the quality assessment.

Details

International Journal of Service Industry Management, vol. 18 no. 4
Type: Research Article
ISSN: 0956-4233

Keywords

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Article
Publication date: 1 August 2016

Johra Kayeser Fatima, Mohammed Abdur Razzaque and Rita Di Mascio

Considering the significance of customer satisfaction and commitment in the competitive banking industry of developing countries, the purpose of this paper is to…

Abstract

Purpose

Considering the significance of customer satisfaction and commitment in the competitive banking industry of developing countries, the purpose of this paper is to investigate the alternative relationships of satisfaction with various types of commitment, benefits, quality and trust. It also attempts to identify the interrelationships among three types of trust, namely, competence, contractual and goodwill, as well as affective, calculative and normative commitment.

Design/methodology/approach

Structural equation modelling (AMOS-based) is used to analyse data collected from a survey of 212 bank customers in Bangladesh.

Findings

Findings show that satisfaction has a significant impact on affective, calculative and normative commitment, as well as on competence, contractual and goodwill trust. While core and relational service qualities, and confidence and social benefits influence the level of satisfaction, tangible service quality and special treatment benefit seem to have no significant effect on satisfaction. Finally, all three types of trust are found to have a strong influence on affective commitment; however, contractual trust and competence trust are found to have no impact on calculative and normative commitment.

Practical implications

The paper provides insights for bank management in order to understand the relative importance of each type of trust, commitment, quality and benefit, and their relationships with satisfaction.

Originality/value

It is the first to take the initiative to test a large range of relationships in a single study to better understand customer satisfaction in the banking industry in a developing country context.

Details

International Journal of Quality & Reliability Management, vol. 33 no. 7
Type: Research Article
ISSN: 0265-671X

Keywords

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Article
Publication date: 18 May 2015

Johra Kayeser Fatima, Mohammed Abdur Razzaque and Rita Di Mascio

The purpose of this paper is to explore the effect of calculative, affective and normative commitment on bank employee-customer rapport and customer satisfaction. The…

Abstract

Purpose

The purpose of this paper is to explore the effect of calculative, affective and normative commitment on bank employee-customer rapport and customer satisfaction. The mediating effect of rapport between each of the three types of commitment and customer satisfaction is also examined.

Design/methodology/approach

Structural equation modelling by Partial Least Square method is used for analysing the data on 212 bank customers in Bangladesh.

Findings

Results indicate that affective and normative commitment of customers has strong influence in developing rapport, whereas the impact of customers’ calculative commitment on rapport was found to be non-significant. The study also found that rapport has a complementary mediation effect between the three types of commitment and customer satisfaction.

Practical implications

While providing training to front line employees, bank management should make them aware that not all customers may have the same level of positive attitude or cooperation for the rapport-building procedure. Employees should understand that different customers will respond differently to their efforts for building rapport due to their pre-existing commitment levels towards banks. Bank management should acknowledge that customers’ current level of commitment may be further strengthened or weakened by successful or unsuccessful rapport building with banks’ employees and thereby re-evaluate their satisfaction level with the bank.

Originality/value

The study contributes to the relationship literature by exploring the mediating role of rapport between commitment and customer satisfaction, and by considering the influence of normative commitment on customer-employee rapport in financial services.

Details

International Journal of Bank Marketing, vol. 33 no. 3
Type: Research Article
ISSN: 0265-2323

Keywords

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Article
Publication date: 21 August 2017

Johra Kayeser Fatima, Parvez Ghandforoush, Mahmood Khan and Rita Di Masico

This study aims to explore the opportunity offered through mobile learning (m-learning) to tourism education in the developing country context. To achieve this aim, the…

Abstract

Purpose

This study aims to explore the opportunity offered through mobile learning (m-learning) to tourism education in the developing country context. To achieve this aim, the antecedent impact of self-efficacy and the moderator role of innovativeness on the attitude and intention to adopt m-learning have been investigated using the technology acceptance model (TAM).

Design/methodology/approach

A survey of 176 participants from three prominent tourism education institutes in Dhaka, Bangladesh, has been conducted. Partial least squares-based structural equation modeling (PLS-SEM) has been used to analyze the data.

Findings

While the findings confirmed the antecedent effect of self-efficacy on the intention to adopt m-learning, the moderating effect of innovativeness was not found to be as significant for the attitude-intention link.

Research limitations/implications

Data have been collected only from one country and from current tourism students. Future studies on several developing countries with different potential users would bring more in-depth insights.

Practical implications

Tourism education institutes need to focus on students’ self-efficacy to build a positive attitude and behavioral intention toward m-learning when launching mobile-based education services.

Originality/value

The study provides theoretical underpinnings enabling tourism educators to better understand tourism students’ behavioral intention to use m-learning, in particular in the developing country context. By applying TAM to tourism education to examine the effects of students’ self-efficacy and innovativeness, a better explanation of the adoption of m-learning in tourism education is provided.

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