Search results

1 – 10 of over 1000
To view the access options for this content please click here
Article
Publication date: 15 August 2016

Alexander Buoye, Yuliya Komarova Loureiro, Sertan Kabadayi, Mohammad G. Nejad, Timothy L. Keiningham, Lerzan Aksoy and Jason Allsopp

The satisfaction and loyalty research argues that customer satisfaction is an antecedent to share of wallet (SOW). The double jeopardy view, however, argues that…

Abstract

Purpose

The satisfaction and loyalty research argues that customer satisfaction is an antecedent to share of wallet (SOW). The double jeopardy view, however, argues that satisfaction and SOW levels are driven exclusively by penetration levels. Customer satisfaction and penetration, however, are not always positively related. The purpose of this paper is to explore the relevance and validity of these two divergent perspectives to creating growth in customer share of spending.

Design/methodology/approach

The authors examine a series of models evaluating the impact of both the relative penetration of a brand, and the satisfaction ratings of its customers on SOW using data covering 11 industry sectors, 188 brands, and 4,263 customers.

Findings

The authors find that part of the problem in reconciling these two views has been in how satisfaction is measured and analyzed. When using absolute satisfaction ratings of the firm/brand, the explanatory power of satisfaction on SOW is very weak at both the individual and firm level. When using satisfaction metrics relative to other competing brands, however, satisfaction is a strong predictor of customers’ share of category spending.

Research limitations/implications

As predicted by double jeopardy, penetration is a strong predictor of firm-level SOW, but has almost no explanatory power at the individual level.

Practical implications

Managers need to focus on both improving penetration/reach and becoming the preferred brand in a customer’s usage set.

Originality/value

The research examines if (and if yes, how) satisfaction and penetration contribute to customers’ SOW allocations both at the individual and brand level.

Details

Journal of Service Management, vol. 27 no. 4
Type: Research Article
ISSN: 1757-5818

Keywords

To view the access options for this content please click here
Article
Publication date: 2 February 2021

Mohammadbagher Gorji, Sahar Siami, Louise Grimmer and Martin Grimmer

The purpose of the current paper is to examine the relationship between storescape (retail's physical and social environment factors) and customer loyalty (CL) and how…

Abstract

Purpose

The purpose of the current paper is to examine the relationship between storescape (retail's physical and social environment factors) and customer loyalty (CL) and how employee citizenship behaviour towards customer (ECB-C) facilitates this relationship.

Design/methodology/approach

This study used a descriptive quantitative, non-experimental research method using a cross-sectional design with a self-administered questionnaire. In total, 415 department store customers in Australia responded to the survey through an online panel provider.

Findings

Results confirmed the significance of all relationships between physical and social storescape factors, customer satisfaction (CS) and loyalty, except the direct effect of physical factors on CL. The findings also highlighted the interaction effect of ECB-C in the relationship between storescape factors, satisfaction and CL, indicating that these effects are stronger at higher levels of ECB-C than lower levels.

Practical implications

The study provides insights for department store retailers, practitioners and marketing managers into the role of ECB-C in forming and shaping CS and loyalty, especially when there is a lack of storescape effect on CS and loyalty.

Originality/value

This study extends the consecutive relationship of the stimulus–organism–response (SOR) model by adding ECB-C as a moderator. The study employed resource exchange (RE) theory to investigate the direct effect of storescape on CL beyond its indirect effect through organism suggested by the SOR model.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

Keywords

To view the access options for this content please click here
Article
Publication date: 24 September 2019

Bing Zhu, Suwanna Kowatthanakul and Punnaluck Satanasavapak

The rapid growth of e-commerce has encouraged online retailers to adapt to the purchase behaviour of Generation Y consumers. For this purchase, the purpose of this paper…

Abstract

Purpose

The rapid growth of e-commerce has encouraged online retailers to adapt to the purchase behaviour of Generation Y consumers. For this purchase, the purpose of this paper is to investigate Generation Y online consumer repurchase intention in Thai context based on Stimuli-Organism-Response (SOR) model.

Design/methodology/approach

Data were used to test the hypotheses that Generation Y consumer online response is influenced by online environment cues and organism. In total, 401 questionnaires were collected in Bangkok through judgemental sampling and convenient sampling. SPSS 24 was used to analyse Generation Y consumers’ demographic information and reliability test. Amos 24 was utilized to examine measurement model and structural equation model.

Findings

The findings finally revealed that website security presents the strongest influence on Generation Y consumers trust. Also, online promotion possesses the weakest association with Generation Y consumers trust. More importantly, Generation Y consumer online repurchase intention is positively influenced by the degree of trust they have towards websites. The implications of the findings for marketers are discussed.

Research limitations/implications

The empirical data are limited to generate findings from a limited number of Generation Y consumers in Bangkok only. Also, the study limits itself to explore only inter-relationship in the scope of SOR.

Practical implications

It is suggested that in order to draw attention from and retain Generation Y consumers, online retailers should aim at strengthening trust-building in the online buyer–seller context as well as a dynamic promotional campaign. Moreover, a constellation of relevant marketing strategies is recommended.

Originality/value

Since there is a lack of implementation of SOR model based on the Thai context, this paper fills the gap by illustrating how SOR works in Thailand with updating findings.

Details

International Journal of Retail & Distribution Management, vol. 48 no. 1
Type: Research Article
ISSN: 0959-0552

Keywords

Content available
Article
Publication date: 13 July 2021

A. Celil Cakici and Sena Tekeli

This study aims to reveal the impact of consumers’ price sensitivity on their purchase intention within the scope of supermarkets. Besides, the study aims to examine the…

Abstract

Purpose

This study aims to reveal the impact of consumers’ price sensitivity on their purchase intention within the scope of supermarkets. Besides, the study aims to examine the impact of consumers’ price sensitivity on their price perception level and emotions and the impact of consumers’ price level perception and emotions toward supermarkets on their purchase intention. It also aims to detect the mediating effects of consumers’ price level perception and emotions toward supermarkets between their price sensitivity and purchase intention.

Design/methodology/approach

The quota sampling method was used to form the study sample. The population was 20–69-year-old consumers. The study sample included 513 consumers, 276 of whom were men, and 237 of whom were women. Data were collected via a questionnaire by the researchers in Mersin’s (Turkey) five central counties. Explanatory and confirmatory factor analyses and structural equation models were used to analyze data.

Findings

Consumers’ price sensitivity, perception of cheapness, perception of expensiveness and positive emotions toward supermarkets affect their purchase intention. Besides, price sensitivity affects their perception of cheapness while it does not affect their perception of expensiveness. It influences negative emotions, but not on positive emotions. Consumers’ perception of cheapness and perception of expensiveness have impacts on positive emotions toward supermarkets. It was additionally discovered that perception of cheapness and perception of expensiveness affected negative emotions toward supermarkets. A contributed finding was that perception of cheapness had a partial mediating role between price sensitivity and purchase intention.

Practical implications

The study provides managerial implications in terms of understanding consumers’ behavioral changes, developing effective pricing strategies and achieving competitive advantages over the other retailing companies.

Originality/value

The study illustrates that consumer behavior can be explained by a theoretical construct considering the price perception levels and emotions toward supermarkets in examining the effect of consumers’ price sensitivity on their purchase intention. Therefore, it contributes to explain consumers’ behavior by bringing the stimulus–organism–response (SOR) model into a theoretical construct.

研究目的

本研究旨在揭示在超級市場的研究範疇內,消費者的價格敏感度對其購買意圖的影響。此外,本研究亦擬探討消費者的價格敏感度對其價格水平感知及情緒的影響,以及消費者的價格水平感知及對超級市場的情感對其購買意圖的影響。本研究亦旨在檢測在消費者的價格敏感度與購買意圖之間,其價格水平感知及對超級市場的情感兩者的仲介效果。

研究的設計/方法/理念

本研究用了配額抽樣法來建立研究樣本。研究的對象為20嵗至69嵗的消費者。研究樣本包括513名消費者,其中276人為男性,237人為女性。數據由研究人員透過一項問卷調查在梅爾辛省 (土耳其) 的五個中心縣取得。使用探索性因素分析,驗證性因素分析及結構方程模型來分析數據。

研究結果

研究結果顯示,消費者的價格敏感度,廉價感,對昂貴的看法及對超級市場的正面情緒,均影響其購買意圖。此外,消費者的價格敏感度會影響其廉價感,唯其對昂貴的看法則不受影響。價格敏感度對負面情緒帶來影響,但正面情緒則不受影響。消費者對廉價的看法及對昂貴的看法均影響他們對超級市場的正面情緒。研究亦發現,廉價感及對昂貴的看法均影響消費者對超級市場的負面情緒。貢獻的發現是:廉價感於價格敏感度與購買意圖之間扮演部分仲介角色。

實際的意義

本研究對管理有其作用。研究結果幫助管理人員更了解消費者行為的改變,發展有效的定價策略,以及比其它零售公司更能發展競爭優勢。

研究的原創性/價值

本研究闡明消費者行為是可以利用一個理論構建來說明的,而這個理論構建是透過考慮價格水平感知及對超級市場的情感來探討消費者的價格敏感度對其購買意圖的影響。因此,本研究透過把「刺激 – 機制 – 反應」模型變成為一個理論構建來說明消費者的行為, 在這方面,本研究是有其貢獻的.

Details

European Journal of Management and Business Economics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2444-8451

Keywords

To view the access options for this content please click here
Article
Publication date: 24 August 2021

Reihaneh Bidar, Alistair Barros and Jason Watson

In the co-creation process from a network perspective, service is produced, designed, and evaluated entirely by the actors with dynamic roles and with less participation…

Abstract

Purpose

In the co-creation process from a network perspective, service is produced, designed, and evaluated entirely by the actors with dynamic roles and with less participation by the firm's employees in the service process. The purpose of this paper is to develop a theoretical model that represents environmental stimuli and value perceptions that contribute to service co-creation behaviour in an online network.

Design/methodology/approach

A total of 36 semi-structured interviews were conducted with members of two online programming communities – GitHub and Stack Overflow co-creators, with the data analysed using thematic analysis. The stimulus-organism-response model guided the development of the final model.

Findings

Social influence and trust are influential in actor value perceptions, including primary and network value, the interplay of which leads actors to co-production, supportive, and administrative behaviour. Environmental factors do not directly drive actors; rather it is the value that initiates and drives actors, which, by extension, initiates and drives the co-creation of services.

Research limitations/implications

The service co-creation behaviour model provides a basis for future research in the co-creation and co-destruction context to model behaviours within the online network organisation setting and thereby enable improvement of such systems. This model can be operationalised in a network environment through design features.

Originality/value

This paper provides a rich understanding of environmental stimuli and value perception factors that contribute to the co-creation of services, and identifies different types of behaviours in dynamic online networks. This paper presents a new model of different types of behaviours emerging from actor participation in the co-creation process.

Details

Internet Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1066-2243

Keywords

To view the access options for this content please click here
Book part
Publication date: 11 June 2021

Xuewei Yang

This research aims to explore the impact of augmented reality (AR), the digital technology that superimposes virtual elements in a real environment, on consumers in the…

Abstract

This research aims to explore the impact of augmented reality (AR), the digital technology that superimposes virtual elements in a real environment, on consumers in the context of experiential marketing. Specifically, this study proposes a research model based on the stimulus-organism-response model, which considers AR media characteristics as external stimuli, consumers’ value perceptions as the organisms, and purchase intentions as the responses. The research model was tested with 248 consumers using structural equation modelling. The results show that informativeness, ease of use, and telepresence have positive effects on consumers’ utilitarian value perception and that telepresence and interactivity have positive effects on hedonic value perception. Overall, this study contributes to the growing body of knowledge on AR and provides actionable insights for managers implementing digital transformation strategies and AR applications in marketing practices.

Details

Information Technology in Organisations and Societies: Multidisciplinary Perspectives from AI to Technostress
Type: Book
ISBN: 978-1-83909-812-3

Keywords

To view the access options for this content please click here
Article
Publication date: 1 June 2021

Hao Chen, Wenli Li, Tu Lyu and Xunan Zheng

The rapid development of the Internet in China has profoundly affected the country's charities, which many people support through online donations (e.g. providing…

Abstract

Purpose

The rapid development of the Internet in China has profoundly affected the country's charities, which many people support through online donations (e.g. providing financial help) and charity information forwarding (a new behavior of participating in online charities via social media). However, the development of online charities has been accompanied by many problems, such as donation fraud and fake charity information, which adversely affect social kindness. The purpose of this paper is to understand people's online donation and forwarding behaviors and to explore the mechanisms of such behaviors from the perspectives of cognitive-based trust and emotional-based empathic concern.

Design/methodology/approach

This study developed a research model based on the elaboration likelihood model (ELM) and stimulus–organism–response (SOR) model. The researchers obtained 287 valid samples via a scenario-based experimental survey and conducted partial least squares structural equation modeling (PLS-SEM) to test the model.

Findings

The results indicated that (1) online donation intention is motivated by rational-based trust and emotional-based empathic concern; (2) online charity information forwarding is triggered only when trust is built, and there is no significant correlation between empathic concern and forwarding intention; and (3) content quality, initiator credibility, and platform reputation are three critical paths to promote trust; in addition, an individual's empathic concern can be motivated by the emotional appeal.

Originality/value

This study highlights the different mechanisms of donation and forwarding behaviors and provided theoretical measures for motiving trust and empathic concern in the online context to promote people's participation in online charity.

Details

Industrial Management & Data Systems, vol. 121 no. 7
Type: Research Article
ISSN: 0263-5577

Keywords

To view the access options for this content please click here
Article
Publication date: 7 September 2020

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.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 4
Type: Research Article
ISSN: 1355-5855

Keywords

To view the access options for this content please click here
Article
Publication date: 26 March 2021

Yining Wang, Eunju Ko and Huanzhang Wang

Due to the lack of relevant literatures on the application of mobile augmented reality (AR) service in beauty industry, the purpose of this study is to explore the impact…

Abstract

Purpose

Due to the lack of relevant literatures on the application of mobile augmented reality (AR) service in beauty industry, the purpose of this study is to explore the impact of the mobile AR service on consumers' purchase behavior and brand awareness in beauty industry. And this study also wants to identify the different effects of the relationship among flow experience (concentration, playfulness and exploratory behavior), decision comfort and purchase intention moderated by different levels of consumer characteristics (individualism and fashion innovativeness).

Design/methodology/approach

This study set up a research model based on SOR model. The study used AR mobile app named “Youcam Makeup” as stimulus to do the questionnaire survey. First, the authors describe the way to use this AR mobile app and make sure each participant experience this app for about 5 min to understand AR well and finally, finished the questionnaire. SPSS and AMOS were used to do data analysis.

Findings

The results of this study showed that first, in the field of fashion and beauty makeup, compared with the ability to control or modify virtual contents – the perception of vividness, reality and aesthetics – are more relevant to consumers. Second, besides the playfulness that AR provides, AR technology can also encourage exploratory behavior in consumers, which will directly affect their intention to purchase. Finally, when using mobile AR technology, consumers with different levels of individualism or fashion innovativeness will gain different perceptions of their purchase intention.

Research limitations/implications

First, the study targets millennial female consumers. The future studies can be conducted on consumers of different age groups. Second, the sampling of this study is insufficient; if it had more samples, the results would be more accurate. Finally, AR is integrated into people's lives; therefore, to not be limited to millennial consumers, demographic characteristics need to be applied to future research.

Practical implications

This study provides a theoretical basis for marketers to formulate marketing strategies. First of all, marketers can use this technology to provide consumers with a more vivid and specific online shopping experience. Second, technical developers can focus on developing the features of AR with the strongest consumer perception based on the results of this study. Finally, this study researched consumer traits that can deepen understanding of both emerging technologies and consumer behavior as compared to research only on mobile AR services. Marketers need to understand the characteristics of consumers when making marketing plans and expand the characteristics of AR technology corresponding to the characteristics of consumers to attract consumers with different attributes.

Social implications

By using interactive technology, the brand can be closer to consumers and provide help and fun for consumers when they consume online. AR can also lead to future tool reuse behavior, thus establishing long-term relationships with consumers. More than that, AR can be used with the mobile phone, which can be used anytime and anywhere, eliminating space and time constraints. Therefore, the brand can establish cheap and extensive technology as a marketing strategy. Also, it can become one of the most common marketing tools.

Originality/value

This research fills the gap in the literature on mobile AR technology in the beauty industry. Such knowledge will not only facilitate the online development of brands but also help support retailers' development in the beauty industry, providing necessary capabilities for the expansion and application of this new technology. With regard to marketing strategies, the study on consumer characteristic provides the knowledge foundation for marketers to create marketing strategies, which is easier for them to formulate marketing schemes favorable to the brand for varying consumers.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

Keywords

Content available
Article
Publication date: 12 March 2018

Eveline Maria van Zeeland-van der Holst and Jörg Henseler

The concept of trust suffers from conceptual confusion. The current perspectives on trust within the B2B marketing domain could be visualised as a big box of which the…

Abstract

Purpose

The concept of trust suffers from conceptual confusion. The current perspectives on trust within the B2B marketing domain could be visualised as a big box of which the borders are defined by the disciplines marketing, economics, psychology and sociology. The purpose of this paper is to enlarge the box by introducing neuroscientific insights on trust to the B2B marketing domain.

Design/methodology/approach

By a literature study on neuroscientific insights on trust, this paper examines how neuroscience can help to solve existing problems within trust research and how it can address problems that otherwise might not be considered.

Findings

The neural coordinates of trust not only show that trust entails cognitive and affective elements, but also that these elements are so intertwined that they cannot be completely separated. What can and should be separated are the concepts of trust and distrust: the neural coordinates of trust are clearly different from the neural coordinates of distrust. Furthermore, there are personal differences in the ease of trusting others, which are not only caused by previous experiences but also by differences in resting patterns of frontal electroencephalographic asymmetry and by differences in hormonal state.

Research limitations/implications

Specifically, the neural difference between trust and distrust might shape the future research agenda for trust research within industrial marketing. It is likely that the process of distrust goes quick, whereas trust comes more slow. This is reflected in the dual processing theory, which is seen as a paradigm shift in the psychology of reasoning.

Originality/value

New perspectives and directions for trust research are presented. The distinction between trust and distrust is connected to approach- and avoidance-motivated behaviour, which is highly relevant for deepening the studies on trust within industrial marketing.

Details

IMP Journal, vol. 12 no. 1
Type: Research Article
ISSN: 2059-1403

Keywords

1 – 10 of over 1000