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1 – 10 of over 3000Mahmoud Abdulai Mahmoud, Alimatu Sadia Seidu, Ernest Yaw Tweneboah-Koduah and Abdul Salam Ahmed
This study investigated the effect of green marketing mix on consumer repurchase intention in Ghana. The study focusses on the interaction effect of green knowledge on green…
Abstract
Purpose
This study investigated the effect of green marketing mix on consumer repurchase intention in Ghana. The study focusses on the interaction effect of green knowledge on green marketing mix and consumer repurchase in Ghana.
Design/methodology/approach
A quantitative approach to research was employed. In all, 371 participants were chosen using the purposive sampling technique. Data analysis was conducted using the SPSS software.
Findings
The findings showed that green price, green place and green promotion had a positive significant effect on repurchase intention. However, green product insignificantly influenced repurchase intention. The findings further showed that green knowledge moderated the relationship between green price and green place, on repurchase intention. Green knowledge was not found to moderate the relationship between green product, green promotion and repurchase intention.
Originality/value
The study advances our knowledge on green marketing mix, green knowledge and repurchase intention within the beverage sector. It reveals the positive implication of green marketing mix on a firm’s customers using the marketing mix theory.
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Mohammad Mominul Islam and Mostofa Mahmud Hasan
While the Noble Quran dictates the prohibition of interest, conventional banks promote Islamic banking by opening Islamic banking windows. Against this backdrop, this study aims…
Abstract
Purpose
While the Noble Quran dictates the prohibition of interest, conventional banks promote Islamic banking by opening Islamic banking windows. Against this backdrop, this study aims to investigate the perceived gaps between managers and clients in Islamic marketing and banking, focusing on conventional banks’ Islamic banking windows.
Design/methodology/approach
Guided by a qualitative approach, semi-structured personal interviews and observations served as the data collection methods, involving 25 banks and 50 respondents in 3 different districts, namely, Shirajganj, Rajshahi and Chapainawabganj of Bangladesh from January to October 2023. The data were analysed using ATLAS.ti 2023 to explore codes and quotations derived from 14 interview questions. Further, ATLAS.ti 2023 facilitated synthesizing content, concepts, code occurrence, network analysis and thematic analysis.
Findings
Islamic and non-Islamic banks use Quranic verses, hadiths (prophetic traditions), images of mosques, the Kaaba and Arabic texts as Islamic marketing tools. These spiritual, divine and prescriptive tools are associated with Islamic banking. However, conventional banks receive criticism for having separate Islamic banking windows to serve religiously conscious clients, which generates tension among clients and bank managers.
Practical implications
The findings can theoretically assist academics in examining conventional banks’ Islamic marketing and banking practices, opening Islamic banking windows. Importantly, Shariah boards can play policy roles in safeguarding the function of Islamic marketing and banking. Managers can use the findings to anticipate client perceptions and enhance Islamic marketing and banking strategies. Likewise, the social implications include the explicit stance of Shariah to mitigate the mixture of halal and haram banking.
Originality/value
This pioneering study explores the perspectives of Islamic banking windows by non-Islamic banks. The combination of Islamic marketing and banking is a noteworthy novelty in this study and deserves recognition for its unique contribution to halal marketing and finance.
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Rob Law, Katsy Jiaxin Lin, Huiyue Ye and Davis Ka Chio Fong
The purpose of this study is to analyze state-of-the-art knowledge of artificial intelligence (AI) research in hospitality.
Abstract
Purpose
The purpose of this study is to analyze state-of-the-art knowledge of artificial intelligence (AI) research in hospitality.
Design/methodology/approach
This study adopts the theory-context-methods framework to systematically review 100 AI-related articles recently published (i.e. from 2021 to April 2023) in three top-tier hospitality journals, namely, the International Journal of Contemporary Hospitality Management, International Journal of Hospitality Management and Journal of Hospitality Marketing and Management.
Findings
Findings suggest that studies of AI applications in hospitality are mostly theory-driven, whereas most AI methods research adopts a data-driven approach. State-of-the-art AI applications research exhibits the most interest in service robots. In AI methods research, little attention was paid to the amid-service/experience.
Research limitations/implications
This study reveals inadequacies in theory, context and methods in contemporary AI research. More research from hospitality suppliers’ perspectives and research on generative AI applications are advocated in response to the unveiled research gaps and recent AI developments.
Originality/value
This study classifies the most recent AI research in hospitality into two main streams – AI applications research and AI methods research – and discusses the gaps in each research stream and latest AI developments. The paper then suggests future research directions to guide researchers in advancing AI research in hospitality.
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This study aims to scrutinize existing end-user comprehension regarding e-wallet technology through an examination of apparent usefulness, ease of use and levels of trust, and how…
Abstract
Purpose
This study aims to scrutinize existing end-user comprehension regarding e-wallet technology through an examination of apparent usefulness, ease of use and levels of trust, and how these factors may influence a consumer’s attitudes toward the adoption of this new payment method.
Design/methodology/approach
The quota sampling method was used, and residents over the age of 22 years were targeted in online and offline questionnaires, and partial least squares-structural equation modeling was used to analyze the data.
Findings
This study indicates that existing consumer mindsets and intentions to adopt new technology, such as the e-wallet, are greatly influenced by their perception of the practicality of the product, its ease of use and their levels of trust in the technology to protect their online safety, privacy and economic affairs. Contrastingly, those participants who were offered deferred reimbursements and those given no information were demonstrably less likely to adopt the new service.
Research limitations/implications
The study sample was from a developing nation – Saudi Arabia. Similar cohorts from developing and developed countries could provide a unique cross-nation comparison.
Practical implications
This study stresses the importance of thoroughly explaining and demonstrating an innovative technology to customers while simultaneously promoting the product. Consumers can be encouraged to use and evaluate the new technology by providing inducements, such as effective reimbursement policies.
Originality/value
This paper contributes to literature by critically reflecting on the question: What are the factors influencing customer intentions to adopt the e-wallet, and how do the guarantee of reimbursement and the time frame following unauthorized use influence consumer adoption intentions when deciding to use the new payment technology?
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Wisudanto, Tika Widiastuti, Dien Mardhiyah, Imron Mawardi, Anidah Robani and Muhammad Ubaidillah Al Mustofa
The halal cosmetics industry continues to grow significantly. Furthermore, using halal cosmetics is a must for Muslims. This study aims to analyze the factors influencing the…
Abstract
Purpose
The halal cosmetics industry continues to grow significantly. Furthermore, using halal cosmetics is a must for Muslims. This study aims to analyze the factors influencing the switching intention to halal cosmetics in Indonesia.
Design/methodology/approach
This quantitative study uses a Partial Least Square-Structural Equation Modelling (PLS-SEM) on 214 respondents. The variables include halal certification, halal awareness, product image, perceived behavioral control, subjective norm, attitude, advertisement and switching intention.
Findings
The product image plays the most influential role in deriving the attitude toward switching intention to halal cosmetics, following perceived behavioral control, halal awareness and subjective norm, but not halal certification and advertisement. The result indicates that the image of halal cosmetics influences customers’ attitudes toward switching to using halal cosmetics. Indonesian customers know the obligation to use halal products because they are Muslim. However, the existence of halal certification does not derive the switching intention to halal cosmetics.
Research limitations/implications
This study conducts research only in Indonesia. As a recommendation, further studies might conduct a comparative test using multicultural respondents in several countries. Other studies also suggested examining factors of switching intention through different generational, especially in countries with high individualism traits.
Practical implications
This study will encourage the halal industry, especially the halal cosmetics industry, to pay more attention to the product image. Meanwhile, the government can provide incentives or rewards to promote industry participation in halal cosmetics. The findings provide a more detailed understanding of how product image can influence someone to switch to halal cosmetics.
Originality/value
Research on switching intention to halal cosmetics is still limited. This study uses halal variables, while previous studies only used religiosity. This study also introduced the product images motivating customers’ switching intention to use halal cosmetics.
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Paula Rodríguez-Torrico, Sonia San-Martín and Rebeca San José Cabezudo
Consumer behavior has evolved because of technological development. Nowadays, consumers carry out the different stages of the decision-making process by combining multiple devices…
Abstract
Consumer behavior has evolved because of technological development. Nowadays, consumers carry out the different stages of the decision-making process by combining multiple devices which has been defined as multi, cross and omnichannel behavior. These behaviors have attracted the attention of academics and become a hot topic in literature. As a result, vast amounts of studies on the subject need to be revised and clarified. Thus, the aim of this chapter is to synthetize the primary academic literature that analyzes multi, cross and omnichannel behavior from the consumer point of view. To do that, first, the main concepts (multi, cross and omnichannel) and their differences are clarified. Second, the major findings of channel mix literature regarding the topics, channel scope and theories are exposed and described. Third, the opportunities and future lines of research are presented. This chapter contributes to the literature by clarifying the conceptualization of multi, cross and omnichannel behaviors; offering a complete picture of the main topics, channel approaches and theories addressed in channel mix literature; and presenting future research opportunities and open research questions in a channel mix context that could serve as a starting point to build further research.
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Zubair Ali Shahid, Muhammad Irfan Tariq, Justin Paul, Syed Ali Naqvi and Leonie Hallo
The purpose of this paper is to analyze to what extent and in what ways signaling theory has been explored within the field of international marketing. This paper systematically…
Abstract
Purpose
The purpose of this paper is to analyze to what extent and in what ways signaling theory has been explored within the field of international marketing. This paper systematically reviews the use of signaling theory in the field of international marketing. Communication is a core aspect of the international marketing process. Research in this field has explored effective and unique ways of improving the communication flow to reduce the asymmetry of information between international consumers and the firm. This notion is adopted, enhanced and strengthened by signaling theory. Signaling theory has recently received the attention of international marketing scholars.
Design/methodology/approach
The systematic review methodology was applied for the purpose of identifying the relevant studies. We extracted academic articles over the last 23 years from the domain of international marketing that directly contribute to signaling theory based on 57 journal articles extracted through the systematic review process.
Findings
Based on systematic research the results reveal that the topic has grown and continues to expand within the broader international marketing field. We offer a theoretical conceptual framework to better understand signaling theory in the context of international marketing.
Originality/value
The authors map and critically evaluate the use of signaling theory in international marketing. Relevance of signaling theory in international marketing is growing and authors present an integrative framework that organizes the existing literature, and provides scholars to further expand on emerging themes of the domain. The paper offers some useful future research directions.
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Muhammad Junaid, Kiane Goudarzi, Muhammad Faisal Rasheed and Gilles N’Goala
Contrary to want-based services, customer participation has got lesser attention in high-credence services like health care. Customer participation for patients with chronic…
Abstract
Purpose
Contrary to want-based services, customer participation has got lesser attention in high-credence services like health care. Customer participation for patients with chronic illnesses could be life-threatening and goes beyond the service organization’s physical environment. Realizing the importance of transformative service research in health-care services, this study aims to propose and validate the conceptualization of customer participation for patients with chronic illnesses.
Design/methodology/approach
The study uses sequential exploratory research design with mixed method research. The first phase is a qualitative exploration of the nature and meaning of customer participation by synthesizing theory and insights from semi-structured interviews (N = 75) with doctors, patients and paramedical staff. Next, survey data (N = 690) of patients with chronic illnesses is used to validate the proposed conceptualization. Finally, nomological validity was also tested on an additional survey data set (N = 362) using SEM and FsQCA.
Findings
The findings reveal that health-care customer participation is a three-dimensional behavioral construct in which a customer can participate by sharing information, involving in decision-making and ensuring compliance. The study also demonstrates that customer participation is a critical driver of satisfaction with life and perceived control on illness.
Practical implications
The research provides policy guidelines for owners and operators of health-care organizations in developing frameworks for collecting participation data, which can be used in strategies for seeking customer participation.
Originality/value
The research conceptualizes and validates “customer participation” as a multidimensional higher-order construct for patients with chronic illnesses, rarely focused in services marketing and management research on health care.
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Bharti Ramtiyal, Shubha Johari, Lokesh Vijayvargy and Surya Prakash
The purpose of this study is to examine the impact of the shift towards a circular economy and marketing strategies on the collaborative purchasing behaviour of consumers in…
Abstract
Purpose
The purpose of this study is to examine the impact of the shift towards a circular economy and marketing strategies on the collaborative purchasing behaviour of consumers in India. The study uses the theory of planned behaviour (TPB) and the marketing mix to understand the factors affecting a consumer’s intention to participate in collaborative consumption (CC).
Design/methodology/approach
A Web-based survey was conducted, and 349 valid responses were analysed using AMOS (Analysis of Moment Structures) structural equation modelling. The study emphasised the impact of price, promotion and perceived behaviour control on CC and provided direction and advice for companies that rent and swap apparel.
Findings
According to the study, promotion and perceived behaviour control are the two key characteristics that significantly impact a consumer’s willingness to participate in CC in India. The study also found that perceived behaviour control plays a significant direct role in behavioural usage. These findings emphasise the impact of price, promotion and perceived behaviour control on CC and offer direction and advice for companies that rent and swap apparel.
Research limitations/implications
This article can be used to evaluate the business in different countries and can be developed further. It does, however, have some restrictions. Because most respondents are from northern and central India, in addition, some respondents are from the southwestern and southern regions, especially in the Mumbai and Chennai locales. Hence, the geographical sample was not diverse in terms of demographics. Furthermore, the gender identity of the respondents might essentially affect how the authors interpret customer buying behaviour, but the study missed this. Researchers could enhance this by using various sampling techniques and ensuring that other demographic characteristics are considered in the future. Furthermore, the survey could not distinguish between online and in-person transactions.
Practical implications
The study provides practical advice for companies that rent and swap apparel, emphasising the impact of price, promotion and perceived behaviour control on consumer willingness to participate in CC. The findings suggest that companies can improve consumer participation by focusing on promotion and perceived behaviour control. In addition, the significance of perceived behaviour control on behavioural usage highlights the importance of empowering consumers to control their decisions to participate in CC.
Originality/value
To the best of the authors’ knowledge, this study is one of the first to examine the factors influencing consumer willingness to participate in CC in the context of the shift towards a circular economy in India. By examining the impact of the TPB and the marketing mix on consumer intention, the study provides valuable insights for companies that rent and swap apparel. The findings highlight the importance of promotion and perceived behaviour control in shaping consumer behaviour and provide practical direction for companies to promote and market their products effectively. The study adds to the existing knowledge on the circular economy and the role of CC in reducing waste and promoting sustainability.
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Anjala S. Krishen, Jesse L. Barnes, Maria Petrescu and Shaheena Janjuha-Jivraj
This interdisciplinary study aims to analyze how service organizations communicate sustainable beliefs in their social media narratives and use them to generate brand awareness…
Abstract
Purpose
This interdisciplinary study aims to analyze how service organizations communicate sustainable beliefs in their social media narratives and use them to generate brand awareness, customer recognition and ongoing demand for sustainable service.
Design/methodology/approach
A two-phase exploratory analysis of 10,342 tweets from 2019–2020 was conducted by sustainable global corporations to identify best practices for their social media teams operating within a service-based business model. First, the significant themes were identified using an unguided machine learning approach of three types of firms: services, goods and mixed. Next, the full set of tweets with linguistic sentiment analysis was analyzed followed by a deeper view of the services-based organizations based on their strategic focus (business-to-business [B2B] versus mixed).
Findings
The findings indicate that tweets that appear to create the highest customer engagement are characterized as having high levels of analytical language, high clout (i.e. are socially relevant), a positive tone, a high number of words and a high number of words per sentence. On the other hand, having complex language in terms of six-letter words does not seem to associate with customer engagement. The last level of analysis shows that B2B services-based corporations with positive tone and higher word count exhibit higher levels of retweets. Implications include providing rational and informational tweets to increase engagement and highlight societal relevance.
Originality/value
Climate change has negative consequences on human and physical capital, and ecosystems across the globe. This study provides specific recommendations for how services corporations can increase their sustainable communications and actions.
Practical implications
The key implication of our research is that corporations must strategically design social media narratives about climate change as part of their online branding and communications process.
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