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Open Access
Article
Publication date: 13 March 2023

Narimasa Yokoyama, Nobukazu Azuma and Woonho Kim

Despite retail digitisation and research efforts focussed on online and omnichannel shopping, there is insufficient knowledge regarding retail patronage formation in the grocery…

2026

Abstract

Purpose

Despite retail digitisation and research efforts focussed on online and omnichannel shopping, there is insufficient knowledge regarding retail patronage formation in the grocery category, where in-store sales dominate. This study analyses the retail patronage formation in grocery in-store fill-in shopping.

Design/methodology/approach

The authors designed a questionnaire to measure retail patronage behaviour, consumer satisfaction (CS), store attributes evaluation and e-retail usage. Then, the authors analysed the path structure for retail patronage behaviour formation using structural equation modelling. Additionally, they performed a mediation analysis using the bootstrap method and a moderation analysis based on a chi-square difference test.

Findings

This study provides three main findings. First, the authors' model has two ways to increase Share-of-Wallet (SOW). One is to increase Share-of-Visits (SOV) and another is to increase CS amongst non-users of e-retailing. Second, the results of the moderation analysis suggest the influence of customers' use or non-use of e-retailing on SOW formation. Third, service evaluation plays an interesting role in the overall model: the lower the assessment of service, the higher the SOV; the higher the evaluation of service, the greater the CS; the greater the CS, the higher the SOV.

Originality/value

The authors proposed the framework for the relative retail patronage formation in grocery fill-in shopping to examine the relationship between two relative patronage indicators (SOW and SOV) in the path structure and the mediating effect of CS and the moderating effect of e-retailing usage on retail patronage formation.

Details

International Journal of Retail & Distribution Management, vol. 51 no. 13
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 28 November 2023

Christopher R. Plouffe, Thomas E. DeCarlo, J. Ricky Fergurson, Binay Kumar, Gabriel Moreno, Laurianne Schmitt, Stefan Sleep, Stephan Volpers and Hao Wang

This paper aims to explore the increasing importance of the intraorganizational dimension of the sales role (IDSR) based on service-ecosystem theory. Specifically, it examines how…

Abstract

Purpose

This paper aims to explore the increasing importance of the intraorganizational dimension of the sales role (IDSR) based on service-ecosystem theory. Specifically, it examines how firms can improve interactions both internally and with external actors and stakeholders to both create and sustain advantageous “thin crossing points” (Hartmann et al. 2018). Academic research on sales ecosystems has yet to fully harness the rich insights and potential afforded by the crossing-point perspective.

Design/methodology/approach

After developing and unpacking the paper’s guiding conceptual framework (Figure 1), the authors focus on crossing points and the diversity of interactions between the contemporary sales force and its many stakeholders. They examine the sales literature, identify opportunities for thinning sales crossing points and propose dozens of research questions and needs.

Findings

The paper examines the importance of improving interactions both within and outside the vendor firm to thin crossing points, further develops the concept of the “sales ecosystem” and contributes a series of important research questions for future examination.

Research limitations/implications

The paper focuses on applying “thick” and “thin” crossing points, a key element of Hartman et al. (2018). The primary limitation of the paper is that it focuses solely on the crossing-points perspective and does not consider other applications of Hartman et al. (2018).

Practical implications

This work informs managers of the need to improve interactions both within and outside the firm by thinning crossing points. Improving relationships with stakeholders will improve many vendor firm and customer outcomes, including performance.

Originality/value

Integrating findings from the literature, the authors propose a conceptual framework to encompass the entire diversity of idiosyncratic interactions as well as long-term relationships the sales force experiences. They discuss the strategic importance of thinning crossing points as well as the competitive disadvantages, even peril, “thick” crossing points create. They propose an ambitious research agenda based on dozens of questions to drive further examination of the IDSR from a sales-ecosystem perspective.

Details

European Journal of Marketing, vol. 58 no. 3
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 12 October 2023

Shahriar Akter, Mujahid Mohiuddin Babu, Tasnim M. Taufique Hossain, Bidit Lal Dey, Hongfei Liu and Pallavi Singh

The main purpose of this study is to fill the research gap on how B2B global service firms integrate dynamic capabilities within their omnichannel management to influence positive…

Abstract

Purpose

The main purpose of this study is to fill the research gap on how B2B global service firms integrate dynamic capabilities within their omnichannel management to influence positive word of mouth (WOM), customer engagement (CE) and customer equity.

Design/methodology/approach

Drawing on the dynamic capability and WOM theories, a model has been developed that defines the subjects of the empirical test. The paper reports on data collected from 312 service-oriented global firms in Australia, through a cross-sectional survey. Data were analyzed using structural equation modeling.

Findings

The findings suggest that content management (i.e. information consistency, source trustworthiness and endorsement) and concerns management (i.e. privacy, security and recovery) capabilities are the two significant antecedents of positive WOM within a B2B omnichannel setting in international marketing. The findings also confirm the key mediating role of CE between positive WOM and customer equity.

Originality/value

The findings extend dynamic capability theory in the context of international marketing by linking WOM, CE and customer equity. The findings add further theoretical rigor by establishing the nomological chain between positive WOM and customer equity, in which CE plays a key mediating role.

Details

International Marketing Review, vol. 41 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

Open Access
Article
Publication date: 22 December 2023

Khaled Hamad Almaiman, Lawrence Ang and Hume Winzar

The purpose of this paper is to study the effects of sports sponsorship on brand equity using two managerially related outcomes: price premium and market share.

2682

Abstract

Purpose

The purpose of this paper is to study the effects of sports sponsorship on brand equity using two managerially related outcomes: price premium and market share.

Design/methodology/approach

This study uses a best–worst discrete choice experiment (BWDCE) and compares the outcome with that of the purchase intention scale, an established probabilistic measure of purchase intention. The total sample consists of 409 fans of three soccer teams sponsored by three different competing brands: Nike, Adidas and Puma.

Findings

With sports sponsorship, fans were willing to pay more for the sponsor’s product, with the sponsoring brand obtaining the highest market share. Prominent brands generally performed better than less prominent brands. The best–worst scaling method was also 35% more accurate in predicting brand choice than a purchase intention scale.

Research limitations/implications

Future research could use the same method to study other types of sponsors, such as title sponsors or other product categories.

Practical implications

Sponsorship managers can use this methodology to assess the return on investment in sponsorship engagement.

Originality/value

Prior sponsorship studies on brand equity tend to ignore market share or fans’ willingness to pay a price premium for a sponsor’s goods and services. However, these two measures are crucial in assessing the effectiveness of sponsorship. This study demonstrates how to conduct such an assessment using the BWDCE method. It provides a clearer picture of sponsorship in terms of its economic value, which is more managerially useful.

Details

European Journal of Marketing, vol. 58 no. 13
Type: Research Article
ISSN: 0309-0566

Keywords

Open Access
Article
Publication date: 10 August 2023

Helen Inseng Duh and Oliver Pwaka

Despite competition and supply-chain disruptions during Covid-19 pandemic (2019–2021), one grocery retailer consistently thrived and was ranked top. The sources of the sustained…

4095

Abstract

Purpose

Despite competition and supply-chain disruptions during Covid-19 pandemic (2019–2021), one grocery retailer consistently thrived and was ranked top. The sources of the sustained performances needed examination. Guided by self-congruity theory and integrating three models, the authors examined how much the retailer's brand performances (brand loyalty, equity, preference and repurchase intentions) were emanating from brand personalities and marketing offerings. The mediating roles of brand loyalty and equity were tested.

Design/methodology/approach

Cross-sectional data was collected from 480 frequent customers using an online questionnaire posted on the researchers' social media pages. Factor analysis was conducted to identify the dimension that best describes the grocery retailer. Partial least square–structural equation modelling (PLS-SEM) was used to test a conceptual model.

Findings

Factor analysis results show that brand sincerity (28.582% variance-explained; M = 4.1) was top (factor 1), followed by excitement (20.336% variance-explained; M = 3.9) and then trustworthiness (18.854% variance-explained; M = 3.87). PLS-SEM results revealed that two brand personalities (brand excitement and trustworthiness) and marketing offerings (price, place, product, promotion) impacted loyalty found to be a strong driver of brand equity. Repurchase intention and brand preference were influenced by brand equity. Brand loyalty mediated most of the relationships between brand personality dimensions, marketing offerings and brand equity. Brand equity also significantly mediated the relationships between brand loyalty, preference and repurchase intentions. The integrated model produced high explanatory powers with brand equity (67.8%), brand preference (71.7%), brand loyalty (63.2%) and repurchase intentions (54.2%).

Originality/value

The study extends a brand personality-loyalty model through integrating two other models that provided marketing offerings and brand equity outcomes. It demonstrates that a stream of profitable customers' responses awaits a retailer who holds both brand and customer mindsets by building admired brand personalities while providing desired marketing offerings.

Details

International Journal of Retail & Distribution Management, vol. 51 no. 13
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 16 February 2023

Choukri Menidjel, Linda D. Hollebeek, Sigitas Urbonavicius and Valdimar Sigurdsson

This study aims to examine the role of service customers’ variety-seeking and engagement in driving their service switching intention. The authors also explore the moderating role…

Abstract

Purpose

This study aims to examine the role of service customers’ variety-seeking and engagement in driving their service switching intention. The authors also explore the moderating role of customer relationship proneness in this association.

Design/methodology/approach

To test the hypotheses, the authors deployed a sample of 227 service customers, whose data was analyzed by using partial least squares structural equation modeling.

Findings

The findings show that customer engagement mediates the relationship of customer variety-seeking and their service switching intention, as hypothesized. Moreover, customer relationship proneness weakens the negative effect of engagement on customers’ service switching intention.

Originality/value

Though scholarly acumen of customer engagement is rapidly developing, little remains known regarding its theoretical interface with customer variety-seeking and switching intention. Addressing this gap, the authors test a model exploring the mediating role of customer engagement in the association of customer variety-seeking and switching intention, and the potentially moderating role of customer relationship proneness in the association of customer engagement and service switching intention.

Details

Journal of Services Marketing, vol. 37 no. 5
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 15 December 2022

Stephane Bignoux, David Gray and Anna Tudehope Booth

Psychotherapy is often used to treat dysfunctional inter-personal relationships, but it is rarely used to treat dysfunctional B2B relationships. Yet many of the variables found in…

Abstract

Purpose

Psychotherapy is often used to treat dysfunctional inter-personal relationships, but it is rarely used to treat dysfunctional B2B relationships. Yet many of the variables found in inter-personal relationships are also found in B2B relationships and both types of relationships have similar fail rates. The authors take a multi-disciplinary approach by adapting an instrument from marriage therapy into a new measure called the Business Relationship Health Index (BRHI). In the process we re-evaluate the drivers of B2B relationships.

Design/methodology/approach

The authors apply the Global Assessment of Relational Functioning (GARF) psychiatric system to B2B relationships. The GARF instrument incorporates three components: interaction/problem solving, organization/structure and emotional climate. Using US panel data of 500 B2B relationships based in the USA, the authors use partial least squares analysis and develop a structural equation model to test the validity and reliability of the BRHI with some well-known relationship measures including, satisfaction, trust, commitment and performance.

Findings

The findings support a strong link between the BRHI (emotion, interaction and organization) and relationship performance. The proposed measure shows a strong link between BRHI and relationship performance (R2 = 0.54).

Originality/value

The GARF instrument has never been applied to a B2B context. BRHI is a holistic instrument used for assessing the specific relational characteristics of B2B relationships. The BRHI can benefit relationship stakeholders when used as a diagnostic tool to prioritize B2B investment strategies. Managers can use BRHI to determine the extent to which the relationship is healthy or needs repair, re-evaluation, re-commitment, or repositioning.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 35 no. 8
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 7 May 2024

Elina Jaakkola and Matthew Alexander

Existing research on customer journeys has tended to focus on the customer’s purchase decision-making and firm-controlled touchpoints, overlooking indirect touchpoints where…

Abstract

Purpose

Existing research on customer journeys has tended to focus on the customer’s purchase decision-making and firm-controlled touchpoints, overlooking indirect touchpoints where customer resources and behaviors influence the firm and other actors, beyond financial patronage. This article develops the concept of engagement journeys and discusses their implications on journey design and management.

Design/methodology/approach

This conceptual article synthesizes the customer journey and engagement literature to delineate the concept of engagement journeys. Insights from engagement research are reflected in the current journey management orthodoxy to provide novel implications for the management of engagement journeys.

Findings

The engagement journey is defined as the customer’s process of diverse brand-related resource investments in interactions with the brand/firm and/or other customers, reflecting the customer’s cognitive, emotional and behavioral disposition. The analysis outlines the manifestations and nature of different types of touchpoints along the engagement journey, and the novel requirements for journey management.

Research limitations/implications

The developed conceptualization opens up new avenues in both journey and engagement research.

Practical implications

Some commonly held assumptions regarding journey quality and management do not hold true for engagement journeys, so there is a need for new approaches.

Originality/value

Despite the proliferation of both journey and engagement research, only a handful of studies have considered the link between the concepts. The proposed novel conceptualization of an engagement journey breaks free from a predominant focus on purchase decisions. The analysis of engagement journeys and their management advances both customer journey and engagement research.

Details

Journal of Service Management, vol. 35 no. 3
Type: Research Article
ISSN: 1757-5818

Keywords

Article
Publication date: 21 August 2023

Katariina Juusola, Kwabena G. Boakye, Charles Blankson and Guangming Cao

This study aims to develop and validate a cross-national framework to identify the motivation underpinning consumers' (i.e. the general public's) loyalty toward credit card usage…

Abstract

Purpose

This study aims to develop and validate a cross-national framework to identify the motivation underpinning consumers' (i.e. the general public's) loyalty toward credit card usage. The following research questions guided the study: (1) What factors motivate consumers to stay loyal to their credit card? (2) Does the investment model (regarding satisfaction and investment size) mediate the relationship between factors motivating consumers to stay loyal to their credit card?

Design/methodology/approach

This study employs the investment model theory (Rusbult, 1980) as a theoretical framework and uses structural equation modeling to develop and validate a cross-national framework, addressing factors that motivate consumers to stay loyal to credit card brands. In addition, the authors test the mediating effect of the investment model on the relationship. Survey data were collected from the United States and France.

Findings

The findings revealed four factors (incentives, customer service, investment size and satisfaction) that impact consumer credit card loyalty behavior in the two mature credit card markets. The authors find empirical support for two of four hypotheses. That is, investment size mediates the relationship between incentives and consumer loyalty, and satisfaction mediates the relationship between customer service and consumer loyalty. Moreover, unlike the French sample, the American sample produced a significant finding for investment size to mediate the relationship between customer service and consumer loyalty.

Originality/value

This paper validates and extends the investment model theory in the marketing of credit cards within a cross-national setting. Most studies on credit card consumption focus on the college student segment, and there is less understanding of the motivation to stay loyal to using a credit card from the general public who are not necessarily college students. Given the scarce stream of empirical studies dealing with cross-national consumer motivation, choice criteria of credit cards, and loyalty toward credit cards, this research comes at an opportune moment as credit card firms differentiate their card brands in the global marketplace. Further, a dataset originating from two mature Western economies has been put forward for the benefit of practitioners and researchers.

Details

International Journal of Bank Marketing, vol. 41 no. 7
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 3 November 2022

Miyuri Shirai

This study aims to examine consumers’ responses to two types of loyalty programs: coalition and single-firm programs. This study explains the mechanism underlying the link between…

Abstract

Purpose

This study aims to examine consumers’ responses to two types of loyalty programs: coalition and single-firm programs. This study explains the mechanism underlying the link between this program structure and consumers’ program evaluation by incorporating the type of firm offering the program (i.e. a more hedonic or a more utilitarian disposition), the type of rewards (i.e. presence/absence of experiential rewards) and consumers’ reactance.

Design/methodology/approach

Two online experiments were employed to test the proposed framework.

Findings

Consumers commonly preferred a coalition program to a single-firm program. This preference for the coalition program was strengthened when a utilitarian-dominant firm offered the program. Additionally, consumers evaluated the program lower when a utilitarian-dominant firm provided experiential rewards. Furthermore, situational reactance toward the program mediated the effect of the program structure on the program evaluation.

Practical implications

This study’s findings suggest that firms should consider whether the value consumers predominantly perceive from the firms is utilitarian or hedonic when launching coalition programs. Consumers may not be pleased by the coalition programs offered by hedonic-dominant firms as much as those provided by utilitarian-dominant firms. Moreover, this study’s results help design reward options. Consumers may not well evaluate the inclusion of experiential rewards when offered by utilitarian-dominant firms. For utilitarian-dominant firms, rewards requiring less time and effort may be more suitable.

Originality/value

This research significantly contributes to the literature on loyalty programs. This study showed that consumers viewed single-firm and coalition programs differently and elucidated the mechanism behind the response.

Details

Journal of Services Marketing, vol. 37 no. 5
Type: Research Article
ISSN: 0887-6045

Keywords

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