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Article
Publication date: 15 June 2023

Deviprasad Ghosh and Satyabhusan Dash

This study aims to investigate the determinant factors as barriers and facilitators of the B2B degree of digital use and customer–brand engagement in travel services by applying…

Abstract

Purpose

This study aims to investigate the determinant factors as barriers and facilitators of the B2B degree of digital use and customer–brand engagement in travel services by applying technology and behavioral theories.

Design/methodology/approach

A face-to-face survey was administered to retail travel agencies offering offline and online services (N = 301). Structural equation modeling using the partial least square method was conducted using Smart PLS 3.0 software to examine the proposed hypotheses in the research model.

Findings

The results revealed that the integrated composite model significantly predicts the B2B degree of digital use and brand engagement. The study established that facilitators had positive effects, and barriers negatively impacted the degree of digital use, which positively impacted brand engagement. However, the facilitator perceived cost and barrier lack of critical mass showed the opposite influence. The effects of facilitator customer pressure and barriers, information and communication technology infrastructure problems and security risks were insignificant. The results also established that the buyer firm size moderated the relationships between barriers and facilitators with the degree of digital use.

Originality/value

This study combined technology and behavioral theories to explain the buyer–seller relationship. The expanded framework contributed to understanding B2B digital usages and brand engagement in the seller–intermediary relationship. This study conceptualized firm size as a contingency variable and established its moderating effect. The study defined cost as a formative construct and an organizational factor. The study suggested practical implications for travel agencies and online travel service sellers.

Details

Journal of Business & Industrial Marketing, vol. 38 no. 12
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 31 January 2018

Ravi Shekhar Kumar, Satyabhusan Dash and Naresh K. Malhotra

This study aims to propose and empirically test new improved customer-based brand equity (CBBE) creation framework, which advocates marketing activities create CBBE through…

3900

Abstract

Purpose

This study aims to propose and empirically test new improved customer-based brand equity (CBBE) creation framework, which advocates marketing activities create CBBE through customer experience (CE). The proposed framework is in contrast to extant literature suggesting marketing activities directly create CBBE.

Design/methodology/approach

Qualitative interviews with patients, followed by interaction with respondents using a structured questionnaire, were used to collect the data.

Findings

The results suggest that CE is the focal mediating variable for the relationship between marketing activities and CBBE. Out of 15 marketing activities, 8 positively impacted CBBE through CE and 2 negatively affected CBBE through CE. Among the remaining five, three had only a direct positive impact on CBBE and two neither directly nor indirectly impacted CBBE.

Research limitations/implications

The effects of only individual marketing activity, and not of the interaction among marketing activities, were assessed.

Practical implications

The study provides insights into the importance of CE in building CBBE for credence-dominant services (e.g. healthcare). This work will help managers in implementing experiential marketing by designing suitable activities for creating service CBBE.

Originality/value

The study outlines service CBBE creation through CE, offering specific insights for the healthcare market.

Details

European Journal of Marketing, vol. 52 no. 3/4
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 28 July 2023

Amit Rakesh Sethi, Satyabhusan Dash, Abhishek Mishra and Dianne Cyr

Online customer communities have become a strategic tool for business-to-business (B2B) firms to drive collaboration among customers around the company’s products and services…

Abstract

Purpose

Online customer communities have become a strategic tool for business-to-business (B2B) firms to drive collaboration among customers around the company’s products and services. This paper aims to argue that the three social capital dimensions, that is, structural, relational and cognitive, themselves driven by brand community trust, can affect brand loyalty for the organization.

Design/methodology/approach

The authors use a survey to collect data and structural equation modeling to test the conceptual framework by collecting data from 214 participants across three online B2B communities operated by three technology firms in India.

Findings

Brand community trust is found to have a strong association with social network ties, identification and norm of reciprocity and shared vision. These three have concomitant effects on the quality of customer-to-customer (C2C) interactions. Such communication generates functional, emotional and social benefits, which, in turn, curate brand loyalty.

Practical implications

The authors’ findings guide community managers in leveraging such conversations in shaping customer loyalty for the corporate brand.

Originality/value

This work provides an integrated framework to explain the important role of C2C interactions in B2B online brand communities.

Details

Journal of Business & Industrial Marketing, vol. 39 no. 2
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 1 May 2023

Avinash Jain, Satyabhusan Dash and Naresh K. Malhotra

This study aims to investigate the role of consumption coping in managing collective tragedy stress and stress outcomes using the COVID-19 pandemic context.

Abstract

Purpose

This study aims to investigate the role of consumption coping in managing collective tragedy stress and stress outcomes using the COVID-19 pandemic context.

Design/methodology/approach

A mixed-method study with a sample size of 931 was conducted to develop the questionnaire, followed by a quantitative study with 1,215 respondents to test the hypotheses.

Findings

The results of this study empirically validated the use of consumption coping and found it effective in managing collective tragedy stress and its outcomes (subjective well-being and continuance intention).

Research limitations/implications

This study advances the literature on stress coping in a collective tragedy context, with a specific focus on consumption coping.

Practical implications

The COVID-19 pandemic has affected all elements of the marketing mix. Understanding pandemic-induced stress and the role of consumption coping can help managers to proactively formulate strategic responses suitable for changing consumer habits.

Social implications

The COVID-19 pandemic has affected all elements of the marketing mix. Understanding pandemic-induced stress and the role of consumption coping can help managers to proactively formulate strategic responses suitable for changing consumer habits. This should lead to better social outcomes.

Originality/value

This study developed a scale for pandemic-induced stress that integrates various well-established theories to identify the role of consumption coping in managing collective tragedy stress and the psychological mechanism behind the shift in consumer behavior after a collective tragedy.

Details

European Journal of Marketing, vol. 57 no. 5
Type: Research Article
ISSN: 0309-0566

Keywords

Content available
Article
Publication date: 22 March 2013

Naresh Malhotra and Satyabhusan Dash

667

Abstract

Details

Marketing Intelligence & Planning, vol. 31 no. 2
Type: Research Article
ISSN: 0263-4503

Article
Publication date: 22 March 2013

Ravi Shekhar Kumar, Satyabhusan Dash and Prem Chandra Purwar

The purpose of this paper is to examine the effect of brand experience on hospital brand equity; also to assess the effects of different brand equity dimensions on overall…

7324

Abstract

Purpose

The purpose of this paper is to examine the effect of brand experience on hospital brand equity; also to assess the effects of different brand equity dimensions on overall customer‐based hospital brand equity.

Design/methodology/approach

Measurement items for each variable are developed by integrating existing literature and qualitative in‐depth interviews with patients who have either used, or are using hospital services in India. Face‐to‐face interviews with patients were conducted to obtain 902 usable data points. Psychometric properties of the measurement instrument were satisfactory. Data were analyzed using structural equation modelling to test the influences of different dimensions of brand experience on brand equity dimensions and on overall hospital brand equity.

Findings

The study found that brand experience is an important factor influencing hospital brand equity. The study provides evidence that the brand experience dimensions (sensory, affective, behavioural and intellectual) positively influence the five brand equity dimensions (brand awareness, brand association, perceived quality, brand trust and brand loyalty). The study also confirms the influence of brand equity dimensions (brand awareness, brand association, perceived quality, brand trust and brand loyalty) on customer‐based hospital brand equity.

Originality/value

The distinctive contribution of this research is that it examines the effect of brand experience on customer‐based brand equity in the context of a credence‐based service in an emerging economy. Such a work is essential in understanding the importance of experiential marketing in an emerging economy for building a strong service brand.

Details

Marketing Intelligence & Planning, vol. 31 no. 2
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 19 October 2015

Joe Choon Yean Chai, Naresh K Malhotra and Satyabhusan Dash

– The purpose of this study is to investigate the impact of relational bonding on intention and loyalty and the mediating role of commitment foci in the service context.

Abstract

Purpose

The purpose of this study is to investigate the impact of relational bonding on intention and loyalty and the mediating role of commitment foci in the service context.

Design/methodology/approach

The study used a cross-sectional and quantitative mail survey approach. Bank customers in New Zealand were surveyed, and multiple analytical techniques were used to measure the relationships between consumer bonding, commitment foci and loyalty behavioral intentions and the mediating role of commitment foci in service relationships.

Findings

The results confirm that commitment foci or targets of commitment are important mediators in the relationships between bonding and loyalty-related behavioral intentions. The findings provide new theoretical knowledge about the mediating effect of the commitment foci in service relationships and significantly enhance knowledge about consumers’ intention and loyalty.

Practical implications

The research provides several noteworthy insights into the role of social and structural bonding in consumers’ commitment and loyalty in the service context, as well as provides an important implication for segmentation.

Originality/value

The study contributes to the service research on consumers’ intention and loyalty behavior toward the commitment foci. Introducing the role of commitment foci as a mediating mechanism within the context of a service encounter is new in the services marketing literature. This study provides a better understanding of consumers’ perceptions of and behaviors toward the commitment foci, as well as their intention and loyalty.

Details

Journal of Hospitality and Tourism Technology, vol. 6 no. 3
Type: Research Article
ISSN: 1757-9880

Keywords

Article
Publication date: 22 March 2013

Shashi Shekhar Mishra and K.B. Saji

The purpose of this paper is first, to identify the institutional variables that influence the technology acquisition intent (TAI) in new high‐tech product development (NPD…

Abstract

Purpose

The purpose of this paper is first, to identify the institutional variables that influence the technology acquisition intent (TAI) in new high‐tech product development (NPD) process; second, to identify and confirm the consequence of TAI in the Stage‐Gate system of NPD process; and third, to validate the moderating role of Perceived Risk and Project Duration on the “TAI to new product commercialization (NPC) relationship” in the NPD process.

Design/methodology/approach

The research design for this generic study involved two phases: exploratory and descriptive. The theoretical framework emanated from the exploratory phase and is validated by conducting a global survey on 215 high‐tech product marketing firms.

Findings

The institutional variables – Dominant Design and Network Externalities – directly influence a firm's TAI that in turn leads to NPC. While the study confirms that the longer project duration negatively moderates to TAI to NPC relationship, no support was found for the influence of increased risk perception on the same.

Practical implications

The study explains the rationale for marketer's efforts toward dominant design and network externalities. Also, the NPD teams should be cautious about project duration, as uncertainty associated with longer project duration reduces the TAI, and thereby inhibits the successful NPC.

Originality/value

By empirically investigating the influence of institutional variables on a firm's TAI, the study significantly contributes to extant theories on NPD. Also, the study results have significant implications for high‐tech product marketing theory and practice in the context of emerging market economies.

Article
Publication date: 1 August 2006

Satyabhusan Dash, Ed Bruning and Kalyan Ku Guin

The purpose of this cross‐cultural study is to examine the moderating effect of power distance on perceived interdependence and relationship quality in a bank‐corporate client…

3568

Abstract

Purpose

The purpose of this cross‐cultural study is to examine the moderating effect of power distance on perceived interdependence and relationship quality in a bank‐corporate client relationship.

Design/methodology/approach

Data were collected through surveys administered to bank customers in India and Canada. Confirmatory Factor Analysis and Multiple Regression were employed to assess the relationships among model variables.

Findings

Results indicate that Power distance moderates the Interdependence and Relationship Quality Relationships.

Research limitations/implications

This research was limited to only Indian and Canadian customers and their banks. Only one dimension of culture was used as a moderator of the Interdependence and Relationship Quality relationship. The study is limited to a single dimension of service banking.

Practical implications

Buyer‐seller relationships are dependent on the specific cultural basis of the parties. Managers must be cognizant of the cultural values of the buyer/client in order to understand the most effective means of establishing and nurturing the buyer‐seller relationship.

Originality/value

Given that Values, Interdependence, Interdependence Asymmetry, Trust and Commitment are critically important to the development of effective relationships, statistical data are presented supporting the fact that an element of national culture (Power Distance) moderates the degree of interdependence and the strength of the trust‐commitment linkage. To date, these relationships have not been explored in an eastern cultural context.

Details

International Journal of Bank Marketing, vol. 24 no. 5
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 22 March 2013

Suraksha Gupta and Naresh Malhotra

The purpose of this paper is to conceptualize a model for fostering innovation in marketing by virtue of the competitiveness that is an outcome of the collaboration between…

5307

Abstract

Purpose

The purpose of this paper is to conceptualize a model for fostering innovation in marketing by virtue of the competitiveness that is an outcome of the collaboration between international and local firms working together in emerging markets.

Design/methodology/approach

The authors use the case of an international brand and local firms in an emerging economy to illustrate and support the proposed framework.

Findings

The extant literature on competitiveness advocates the fit between business partners in association based on mutual value creation. This paper adopts a resource‐based view to support this approach. It contributes to knowledge about emerging markets by reflecting on the benefits gained by both international firms and local firms that are based in emerging markets as partners in association for business purposes.

Practical implications

The study draws on managerial practices and existing literature to develop a conceptual framework that explains how a resource‐based association drives individual competitiveness, and how the integration of the competitiveness of both partners facilitates innovation in marketing.

Originality/value

This study uses a resource‐based view to explain the relationship between an international brand and its resellers in emerging markets. It contributes to the business‐to‐business marketing literature that discusses innovation as an important outcome of collaboration between international firms and their local business customer firms in emerging markets.

Details

Marketing Intelligence & Planning, vol. 31 no. 2
Type: Research Article
ISSN: 0263-4503

Keywords

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