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Open Access
Article
Publication date: 16 October 2017

Rita Faullant, Johann Fueller and Katja Hutter

Companies are discovering the power of crowdsourcing as a source of new ideas for products and services. It is assumed that the personal engagement and the continuous…

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Abstract

Purpose

Companies are discovering the power of crowdsourcing as a source of new ideas for products and services. It is assumed that the personal engagement and the continuous involvement with a company’s products or services over a period of several weeks positively affect participants’ loyalty intentions toward the host companies. The research leads the authors to challenge this assumption. In addition to mere participation in crowdsourcing initiatives, the authors argue that perceptions of fairness will explain changes in customer relationship-related consequences such as loyalty, perceived innovativeness and product interest. The paper aims to discuss these issues.

Design/methodology/approach

The authors analyzed a real-life crowdsourcing contest launched by a leading lighting manufacturer and investigated the impact of two fairness dimensions (distributive and procedural) on participants’ future behavioral and attitudinal intentions (n=121). The analysis was performed with SEM.

Findings

The results suggest that fairness perceptions are significantly related to evoked product interest, perceived innovativeness and loyalty intentions. The analysis reveals that the influence of the fairness dimensions is asymmetric: while distributive fairness can be considered as a basic factor that must be fulfilled in order to avoid negative behavioral consequences, procedural fairness instead is an excitement factor that causes truly positive behavioral consequences.

Research limitations/implications

The results are particularly relevant for companies launching a crowdsourcing competition under their own brand name, and for broadcasting platforms. For companies with no relations to end-users, these findings may not be as relevant.

Practical implications

Organizers of crowdsourcing contests should be aware that such initiatives can be a double-edged sword. Fair Play is a must to gain the positive effects from crowdsourcing initiatives for both new product development and the customer relationship. For companies lacking the capabilities to manage crowdsourcing initiatives professionally it is advisable to rely on intermediary broadcasting platforms.

Originality/value

The research is the first to investigate systematically the consequences of fairness perceptions in a real-life crowdsourcing idea contest. The authors demonstrate the asymmetric nature of fairness perceptions on three different outcome variables that are important for the customer relationship.

Details

Management Decision, vol. 55 no. 9
Type: Research Article
ISSN: 0025-1747

Keywords

Open Access
Article
Publication date: 6 November 2017

Rita Faullant and Guido Dolfus

Virtual crowdsourcing initiatives, and in particular crowdsourcing competitions, have become a promising means of harnessing users’ creativity to help corporate…

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Abstract

Purpose

Virtual crowdsourcing initiatives, and in particular crowdsourcing competitions, have become a promising means of harnessing users’ creativity to help corporate innovation. To date, research has tended to focus on the outcome of the competition, i.e. on the creative solution. There is, however, a lack of understanding in such crowdsourcing environments of the creative process itself and the influence of social interaction on the platform during this process. The paper aims to discuss these issues.

Design/methodology/approach

The authors conducted a series of qualitative interviews with participants from a major European crowdsourcing platform. The platform acts as an intermediary between companies and firms, and has launched more than 370 idea competitions.

Findings

The results suggest that there are not only positive interactions going on between participants. Below the surface, there also appear destructive processes provoked by the fierce competition among the contestants for prizes and a position in the Top Innovator lists. Such destructive behavior includes bullying of successful contestants, excessive use of like-functions among befriended contestants, and mutual donation of prize money among in-group members.

Practical implications

Negative social interaction among contestants of crowdsourcing communities can potentially threaten the platform provider’s business model. Managers of crowdsourcing platforms should engage in the development of strong social norms explicitly disapproving destructive behavior.

Originality/value

This study is the first to investigate in detail the phase of idea generation on crowdsourcing platforms, and the nature and impact of social interactions among contestants.

Details

Business Process Management Journal, vol. 23 no. 6
Type: Research Article
ISSN: 1463-7154

Keywords

Article
Publication date: 21 March 2008

Rita Faullant, Kurt Matzler and Johann Füller

Customer satisfaction is seen to be one of the main determinants of loyalty. However, the relationship between customer satisfaction and loyalty does not seem to be…

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Abstract

Purpose

Customer satisfaction is seen to be one of the main determinants of loyalty. However, the relationship between customer satisfaction and loyalty does not seem to be linear, many researchers have reported doubts about the predictability of loyalty solely due to customer satisfaction ratings which ignore image as predictor of loyalty. This paper aims to address the issues.

Design/methodology/approach

The authors report a study of ski resorts where they first established a causal model of customer satisfaction and image predicting customer loyalty, and then map the scores in a four‐fields‐grid. Additionally the authors conducted a moderator analysis to assess the relative importance of image and satisfaction for loyalty intentions between two different groups (first‐time‐visitors, and regular guests).

Findings

The results show that those ski resorts with the highest satisfaction ratings and the highest image ratings have the highest loyalty scores. Among first‐time‐visitors overall satisfaction is more important than image, with increasing number of repeat visits the importance of overall satisfaction declines and that of image relatively augments.

Practical implications

Besides measuring customer satisfaction, managers must assess also image ratings in order to get a realistic view of the loyalty intentions of their customer base. The scores can than be mapped together with the ratings of other ski resorts, and serve as a benchmark study.

Originality/value

Second order analysis of image (comprising three different dimensions), the image‐satisfaction‐grid, moderating effect of experience to relative importance of satisfaction and image on loyalty.

Details

Managing Service Quality: An International Journal, vol. 18 no. 2
Type: Research Article
ISSN: 0960-4529

Keywords

Article
Publication date: 11 September 2007

Kurt Matzler, Birgit Renzl and Rita Faullant

The purpose of this study is to replicate and extend the findings of Matzler et al.'s recent paper on the dimensionality of price satisfaction. Furthermore, a test is…

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Abstract

Purpose

The purpose of this study is to replicate and extend the findings of Matzler et al.'s recent paper on the dimensionality of price satisfaction. Furthermore, a test is performed to ascertain whether the relationship between satisfaction with the individual price dimensions and overall satisfaction is symmetric or asymmetric, as the three‐factor theory of customer satisfaction suggests.

Design/methodology/approach

Based on a random sample of 406 bank customers, the impact of five price dimensions (price‐quality ratio, price fairness, price transparency, price reliability, and relative price) on overall satisfaction is tested using structural equation modeling with Partial Least Squares (PLS). The asymmetric relationship is tested using regression analysis with dummy variables.

Findings

The results confirm Matzler et al.'s findings and show that price satisfaction can be conceptualized as a multidimensional construct and that the five price dimensions have a strong and significant impact on overall satisfaction. Furthermore, it is shown that the relationship between satisfaction of individual price dimensions and overall price satisfaction can be asymmetric, indicating that the three‐factor theory of customer satisfaction is applicable also to price satisfaction.

Research limitations/implications

The study replicates previous findings and supports the multi‐dimensional nature of price satisfaction and shows that the three‐factor theory of customer satisfaction applies also to price satisfaction.

Practical implications

The measurement of price satisfaction at the level of individual price dimensions and the assessment of asymmetric relationships provides managers with more precise data in order to take the right measures to increase satisfaction.

Originality/value

This paper confirms previous findings on the dimensionality of price satisfaction in a random sample of bank customers using structural equation modeling with PLS. Hence, it provides strong empirical support for Matzler et al.'s findings.

Details

International Journal of Bank Marketing, vol. 25 no. 6
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 10 October 2008

Sonja Grabner‐Kräuter and Rita Faullant

This study seeks to investigate the role of internet trust as a specific form of technology trust in the context of internet banking. Furthermore, the integration of…

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Abstract

Purpose

This study seeks to investigate the role of internet trust as a specific form of technology trust in the context of internet banking. Furthermore, the integration of propensity to trust within the hierarchical structure of personality and its applicability to technological systems are investigated.

Design/methodology/approach

The approach takes the form of an empirical study with 381 bank customers in Austria (adopters and non‐adopters) and the use of a basic model of the adoption of internet banking with structural equation modelling (SEM).

Findings

The results confirm the influence of internet trust on risk perception and consumer attitudes towards internet banking. Propensity to trust is a determinant not only for interpersonal relationships but also for trust in technological systems.

Research limitations/implications

This is not a representative study. Future research is encouraged to systematically investigate further facets of the personality structure in trust and adoption research, as well as to test interaction effects of psychological determinants (from the study) and external stimuli (web site characteristics).

Practical implications

Making the internet banking interface for the customer more attractive and easier to navigate is not enough to increase the adoption rate of internet banking. Trust‐creating activities to increase internet trust and to diminish perceived risk must be continuously pursued. Propensity to trust is an important determinant in the fruitfulness of these actions.

Originality/value

The paper presents the conceptualization of internet trust as a specific form of technology trust, and its pivotal role in the adoption process of internet banking, together with the extension of the propensity to trust concept to technological systems.

Details

International Journal of Bank Marketing, vol. 26 no. 7
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 8 March 2022

Rouf Ahmad Mir, Raja Rameez and Nida Tahir

This study aims to empirically develop a reliable and valid instrument measuring the online service quality in the context of the banking sector in India.

Abstract

Purpose

This study aims to empirically develop a reliable and valid instrument measuring the online service quality in the context of the banking sector in India.

Design/methodology/approach

The methodological framework of this research comprises developing an instrument that is based on previous literature, qualitative and quantitative procedure. The study used the survey method and collected data via a well-structured questionnaire from a sample of active Internet banking users. The proposed instrument is identified by the data-reduction technique that is exploratory factor analysis (EFA), and validated through the confirmatory factor analysis (CFA).

Findings

The results confirmed that the digital banking service quality scale (DBSQual) contains 24 items in seven dimensions: (1) web architecture, (2) user friendliness, (3) efficiency of website, (4) reliability, (5) responsiveness, (6) security and (7) personalization. The relationship between digital banking service quality and e-customer satisfaction has also been found to be significant in this study.

Research limitations/implications

The results of this study do not find general application for different banks operating in the same sector in India. More testing of DBSQual is required across various different contexts for validity augmentation. In addition, findings would be more reliable if the non-Indian context could be taken into consideration. Thus, such limitations open a window for future research.

Practical implications

This study is quite fruitful for the banking organizations in measuring their online services, and enables them to implement their marketing and operational strategies more effectively and efficiently.

Originality/value

The contribution of this study is the development and validation of a new instrument that is DBSQual that contains seven determinants of customers' e-service quality perception, emphasis on measuring online service quality in the Indian banking sector. These determinants will offer banks a promising starting idea for establishing an effective quality management for their online businesses. They will be able to increase the opportunities by tapping themselves at a competitive edge.

Details

The TQM Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1754-2731

Keywords

Article
Publication date: 26 July 2013

Reza Etemad‐Sajadi and Daniela Rizzuto

The purpose of this research is to investigate the degree of satisfaction and loyalty of Chinese and Swiss fast‐food consumers. The aim is to compare Chinese/Swiss…

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Abstract

Purpose

The purpose of this research is to investigate the degree of satisfaction and loyalty of Chinese and Swiss fast‐food consumers. The aim is to compare Chinese/Swiss consumers' perception of meal quality, service quality, price and their influence on their satisfaction and loyalty. The image of fast‐food restaurants in the two countries is also compared.

Design/methodology/approach

Two on‐line surveys were conducted with two samples. The first one was conducted with Chinese consumers in China and the second one was conducted with Swiss consumers in Switzerland. The authors selected McDonald's as it is globally a standardized and well‐known fast‐food chain. They adapted items of SERVQUAL in order to apply it to the fast food industry and to measure service quality. Data analysis was performed using ANOVA. As they had several latent variables, the authors also used partial least squares (PLS), a variance‐based structural equation modeling method.

Findings

Results showed that Chinese consumers have a better perception of meal quality and a more positive image of McDonald's. As far as service quality perception is concerned, no major differences were observed. However, reliability and tangibles dimensions seem to be more positively perceived in China. The degree of consumer satisfaction is very similar between the two samples. However, the degree of loyalty of Chinese consumers is higher compared to Swiss consumers. In addition, the image of McDonald's seems to have a stronger influence on Swiss consumers' loyalty. Finally, the level of service quality perceived seems to have less impact on the image of McDonald's for Chinese consumers than for Swiss consumers.

Research limitations/implications

First, as the authors selected McDonald's, they must be careful in the generalization of their findings to all fast‐food restaurants. Second, the two samples consist of students, which limits the generalizability of the findings. However, students are identified to be the current customers of fast‐food restaurants and consequently possess an intuitive understanding of fast‐food outlets.

Practical implications

As consumers in China perceive a better quality of meal in McDonald's, they might be willing to pay a higher price relative to their earnings. Compared to China, fast‐food managers in Switzerland should work harder in order to improve their image. Fast‐food managers must adapt themselves to the preferences of local consumers. However, this study also shows that not all variables are perceived differently by Swiss and Chinese consumers. This implies that some measures can be standardized in order to save costs.

Originality/value

The study investigates the impact of nationality on the whole model, defined by customer perception of fast‐food restaurants' image, product/service quality, satisfaction/loyalty, and finally price fairness. As China is a major player in the global market based on its size and growth potential, it is interesting to compare the antecedents of customer satisfaction and loyalty in China, with a culturally different country such as Switzerland.

Details

International Journal of Quality & Reliability Management, vol. 30 no. 7
Type: Research Article
ISSN: 0265-671X

Keywords

Article
Publication date: 16 January 2019

Ifigeneia Leri and Prokopis Theodoridis

This paper aims to explore the impact of the experience of a winery visit to the visitor’s emotions and the effect of these emotions on visitor’s intention to revisit and…

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Abstract

Purpose

This paper aims to explore the impact of the experience of a winery visit to the visitor’s emotions and the effect of these emotions on visitor’s intention to revisit and recommend a winery as consequences of visitor satisfaction.

Design/methodology/approach

The study adopted a multi approach of customer experience, suggesting that visitors base their experience perception on the servicescape attributes, other visitors’ suitable behaviours and their own yearn for cognitive learning and fun. Path analysis is adopted to measure the impact of these constructs on visitor’s emotions and the role of these emotions in predicting visitor’s satisfaction and behavioural intentions. Data are collected through a self-administered highly structured questionnaire, self-completed by respondents at each winery. A total of 615 usable responses are obtained from eight wineries.

Findings

The results indicate that emotions are arisen – in a context of wine tourism – as a result of visitor’s evaluation of winery environment (especially Atmospherics, Signage and Facilities), other visitors’ appropriate behaviour and visitor’s desire to learn something new and to have fun during the winery experience. Also, it is revealed that visitor’s emotions positively impact on his/her satisfaction, which in turn seems to be a significant predictor of his/her intention to revisit the winery and give positive word-of-mouth.

Research limitations/implications

The findings broaden the knowledge on visitor’s winery experience and its impact on visitor’s satisfaction and future behavioural intentions. However, because the study focuses only on winery visitors in Greece, the research results may lack generalizability. The application of the study to other wineries would allow for wider generalisations to be made from the results obtained.

Practical implications

The overall findings may have significant implications for wine tourism industries. Also, it might be beneficial for wineries in their effort to provide a more valuable experience to wine tourists and in increasing wine tourists’ loyalty.

Originality/value

The paper’s originality lies in providing information to clarify the relationships between the constructs of experience, visitor’s emotions, satisfaction and future behavioural intentions in a winery setting. Also, this study provides new and practical insights of winery experience in the Greek context, an area where very limited research has been conducted. Finally, this is one of the few studies that focus on more than two servicescape elements and their impact on visitor’s emotions.

Details

Tourism Review, vol. 74 no. 3
Type: Research Article
ISSN: 1660-5373

Keywords

Article
Publication date: 30 March 2020

Ifigeneia Leri and Prokopis Theodoridis

The purpose of this study is to investigate the moderation effects of the Big Five personality traits on the relationships between holistic experience constructs (i.e…

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Abstract

Purpose

The purpose of this study is to investigate the moderation effects of the Big Five personality traits on the relationships between holistic experience constructs (i.e. servicescape and other visitors’ behaviours), emotional responses and revisit intention in the context of winery visitation experiences in Greece.

Design/methodology/approach

The study adopts a holistic approach to visitor experience and suggests that visitors base their experience perception on the servicescape’s attributes and other visitors’ suitable behaviours. Path analysis was adopted to measure the impact of these constructs on visitors’ emotions and the role these emotions play in predicting visitors’ revisit intentions. The moderation effect of the Big Five personality traits in such relationships was examined using the SPSS PROCESS. A self-administered, highly structured questionnaire was distributed to winery visitors in Greece; a total of 615 responses were used in data analysis.

Findings

The results indicate that all the examined relationships become stronger as a result of visitors having high or average scores for openness, extraversion, agreeableness and conscientiousness, or low scores for neuroticism.

Research limitations/implications

The findings enhance the existing literature pertaining to experiential marketing, wine tourism marketing and the role of personality in tourism by providing new insights.

Practical implications

The overall findings may benefit wineries in their efforts to carry out the following: increase visitors’ revisit intentions; design and manage the winery environment and the winery experience effectively; and design marketing strategies.

Originality/value

The paper’s originality lies in providing information to clarify the role of visitors’ personalities as a contributing factor to their emotional stimulation and their revisit intentions in terms of both constructs of experience (i.e. servicescape and other visitors’ behaviours). Furthermore, this study attempts to respond to recent calls to conduct multidimensional research on the servicescape construct, focusing on both the substantive staging of the servicescape and the communicative staging of the servicescape. Finally, the present study provides new and practical insights regarding the winery experience in the Greek context – an area where very limited research has been conducted so far.

标题:个性特征如何影响游客的体验、情绪刺激和行为?以葡萄酒旅游为例¿

目的

本研究的目的是在希腊酒庄参观体验情境下探讨五大人格特质对整体体验建构(即服务场景、其他游客行为)、情绪反应和的重游意愿之间关系的调节作用。

设计/方法/思路

本研究采用了一种游客体验的整体性方法, 并建议游客将他们的体验感知建立在服务景观的属性和其他游客的适当行为上。采用路径分析法来衡量这些建构对游客情绪的影响, 以及这些情绪在预测游客重访意图中所起的作用。运用SPSS软件, 分析了五大人格特质在关系中的调节作用。给希腊的酒庄游客发放了高度结构化的自填问卷, 最终回收615份问卷用于数据分析。

发现

结果表明, 由于游客在开放性、外向性、亲和性和尽责性方面有较高或平均的得分, 或在神经质方面得分较低, 所有被调查的关系变得更强了。

研究局限/意义

丰富了现有的关于体验营销、葡萄酒旅游营销和个性在旅游中的作用的文献。

实际影响

总的研究结果将有利于酒庄努力实现以下目标:a.增加游客的重游意愿;b.有效地设计和管理酒庄环境和酒庄体验;c.设计营销策略。

创意/价值

通过提供信息, 明确了游客的个性在两种体验构建(即服务场景和其他来访者行为)中作为情感刺激和重游意愿的促成因素的作用。此外, 本研究试图响应最近对服务场景构建进行多维研究的呼吁, 既关注服务场景的实质阶段(SSoS), 也关注服务场景的交际阶段(CSoS)。最后, 本研究提供了关于在希腊背景下的酒庄体验的新的、实用的见解——目前为止, 相关领域的研究都还非常有限。

关键词

关键词 葡萄酒旅游, 酒庄体验, 游客情感, 游客行为意向, 五大人格特质

Cómo afectan los rasgos de la personalidad a la experiencia del visitante, la estimulación emocional y el comportamiento? El caso del turismo enológico

Objetivo

El objetivo de este estudio es investigar el efecto moderador de los Cinco Grandes rasgos de la personalidad sobre las relaciones entre los constructos de la experiencia holística (como, por ejemplo, servicescape, otros comportamientos de los visitantes) las respuestas emocionales, y la intención de repetir en el contexto de las experiencias de la visita de bodegas en Grecia.

Diseño/metodología/enfoque

El estudio adopta un enfoque holístico de la experiencia del visitante y sugiere que los visitantes basan su percepción de la experiencia en los atributos del servicescape y en otros comportamientos adecuados de los visitantes. Se utilizó el análisis de pautas (Path Analysis) para medir el impacto de estos constructos en las emociones de los visitantes y el papel que estas emociones juegan en la predicción de las intenciones de repetir de los visitantes. El efecto moderador de los Cinco Grandes rasgos de personalidad en tales relaciones fue examinado usando SPSS PROCESS. Se distribuyó un cuestionario autoadministrado y altamente estructurado a los visitantes de bodegas en Grecia; se utilizaron 615 respuestas para el análisis de los datos.

Resultados

Los resultados indican que todas las relaciones examinadas se vuelven más fuertes en el caso de los visitantes que tienen puntuaciones altas o medias de apertura, extraversión, amabilidad y conciencia, o bajas puntuaciones de neurotismo.

Limitaciones del estudio/implicaciones

Los resultados mejoran la literatura existente relativa al marketing experiencial, el marketing del turismo enológico y el papel de la personalidad en el turismo, proporcionando nuevas perspectivas.

Implicaciones prácticas

Los resultados globales pueden beneficiar a las bodegas en sus esfuerzos por llevar a cabo lo siguiente: a. aumentar la intención de los visitantes de repetir, b. diseñar y gestionar el entorno de la bodega y la experiencia enológica de manera efectiva, y c. diseñar estrategias de marketing.

Originalidad/interés

La originalidad del trabajo radica en proporcionar información para aclarar el papel de la personalidad de los visitantes como un factor que contribuye a su estimulación emocional y sus intenciones de repetir en términos de ambos constructos de la experiencia (p. ej., servicescape y otros comportamientos de los visitantes). Además, este estudio intenta responder a los recientes requerimientos de realizar investigaciones multidimensionales sobre el constructo servicescape, centrándose tanto en la puesta en escena sustantiva del servicescape como en la puesta en escena comunicativa de la misma. Por último, el presente estudio aporta nuevas ideas prácticas sobre la experiencia enológica en el contexto griego, un ámbito que, hasta ahora, cuenta con un número limitado de investigaciones.

Palabras clave

Enoturismo, Experiencia enográfica, Emociones del visitante, Intenciones conductuales del visitante, Cinco grandes rasgos de personalidad

tipo de papel

trabajo de investigación

Details

Tourism Review, vol. 76 no. 5
Type: Research Article
ISSN: 1660-5373

Keywords

Article
Publication date: 6 November 2017

Silvia Massa and Stefania Testa

The purpose of this paper is to investigate how an adequate mix of technological, organisational and managerial tools might support Open Innovation (OI) processes achieved…

Abstract

Purpose

The purpose of this paper is to investigate how an adequate mix of technological, organisational and managerial tools might support Open Innovation (OI) processes achieved by contests in the food sector.

Design/methodology/approach

The methodology of this paper is exploratory in nature. Data have been gathered about the 140 innovation contests launched by the best global food brands (2013 BusinessWeek/Interbrand Best Global Brands) over the last decade.

Findings

The research highlights the main changes that have occurred over the last decade, showing that the choice of platform type for contest launches is often neglected or considered as an ancillary element. Indeed, it is a choice that embeds another set of technological, organisational and managerial tools that strongly influence the collaborative behaviour (and the participation itself) of partners throughout the innovation process.

Research limitations/implications

Companies investigated in this paper consist exclusively of top brands in the sector. Future research should strive to obtain larger samples, develop a set of fine-grained hypotheses, and test them by using appropriate statistical techniques.

Originality/value

This paper fills an inexplicable gap in academic literature due to the fact that food companies are those that mainly use contests in order to implement OI but they are scarcely researched regarding this issue.

Details

Business Process Management Journal, vol. 23 no. 6
Type: Research Article
ISSN: 1463-7154

Keywords

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