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1 – 10 of 359Privacy is a sensitive issue in business because it involves how a platform uses consumer personal data. In terms of consumer rights, personal information needs to be protected in…
Abstract
Purpose
Privacy is a sensitive issue in business because it involves how a platform uses consumer personal data. In terms of consumer rights, personal information needs to be protected in the privacy policy (PP). This study describes several aspects of the PP that consumers need to pay attention to, especially points prone to misuse of personal information.
Design/methodology/approach
This research used a taxonomy of consumer privacy concerns in e-commerce to reveal general and specific privacy concerns. The privacy calculus theory was also applied to explore consumer rationalization using (1) consumer knowledge about PP, (2) subjective perception, and (3) proximity to the PP features. Furthermore, the netnographic approach was used to combine the interrelation between technology and social construction. A sample of 378 young consumers in several major cities in Indonesia participated online and offline. Semi-structured interviews were also conducted to gain more in-depth comprehension.
Findings
The results showed that most young consumers have sufficient basic knowledge of the important points of PP. Furthermore, they tend not to read the PP because it is long and cumbersome, and therefore do not wish to expend much cognitive effort on it.
Originality/value
This study provides several results that can be utilized by policymakers or e-commerce companies to pay more attention to PPs for young groups. In addition, e-commerce companies can increase the knowledge of the privacy situation of Internet users in general.
Peer review
The peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-11-2022-0740
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Jean Paolo Gomez Lacap, Melody Narisma Plaza, Jamielene Caballero and Maricar dela Cruz
This study aims to explore the influence of perceived value, enjoyment and novelty of fast-food chains’ smart retailing technology (SRT) on Filipino consumers’ attitude and…
Abstract
Purpose
This study aims to explore the influence of perceived value, enjoyment and novelty of fast-food chains’ smart retailing technology (SRT) on Filipino consumers’ attitude and loyalty.
Design/methodology/approach
Purposive sampling was used in identifying the respondents (N = 343). The participants were composed of consumers of the leading fast-food chains in the Philippines, where SRT using self-service ordering kiosks is being implemented. The hypotheses were explored using partial least squares path modeling, and predictive-causal was the study’s research design.
Findings
The results reveal that, among the factors, perceived enjoyment substantially contributes to the formation of favorable consumers’ attitude toward SRT. Moreover, perceived value was found to have a moderate effect on attitude while perceived novelty showed small impact. In terms of consumers’ attitude and loyalty, the two variables were found to have large positive and significant relationship. The moderation analysis shows that consumers’ attitude toward SRT has medium indirect effect on the relationship between perceived enjoyment and loyalty, while there is small indirect influence on the links between perceived value and loyalty, and between perceived novelty and loyalty.
Originality/value
As more and more fast-food establishments are adopting the use of SRT via self-ordering kiosks, the present study is the only study in the Philippine context that explores how perceived value, enjoyment and novelty affect consumers’ attitude and loyalty.
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Jose Marcos Carvalho de Mesquita, Hyunju Shin, João Paulo Longuinho and Luiz Rodrigo Cunha Moura
Research on showrooming has focused on investigating its antecedents, motivators and characteristics, leaving a gap regarding its consequences. Our study intends to build a…
Abstract
Purpose
Research on showrooming has focused on investigating its antecedents, motivators and characteristics, leaving a gap regarding its consequences. Our study intends to build a comprehensive framework to examine the role of showrooming behaviour on showrooming satisfaction and customer loyalty while exploring its antecedents.
Design/methodology/approach
Data collection took place in Brazil through an electronic form distributed on social media, reaching 393 people. After eliminating responses from those who had no showrooming experience, the final sample consisted of 310 respondents. The questions captured the costs and benefits of showrooming, internet savviness, showrooming behaviour, satisfaction with showrooming and customer loyalty (i.e. repurchase intention and positive word-of-mouth). We performed partial least squares data analysis by means of the statistical package Smart PLS 4.
Findings
The results show that showrooming behaviour is positively influenced by internet savviness and the perceived benefits of showrooming but not by the perceived costs of showrooming. In addition, showrooming behaviour positively influences satisfaction with showrooming and customer loyalty (i.e. repurchase intention and positive word-of-mouth). Finally, we identify satisfaction with showrooming as a mediator between showrooming behaviour and customer loyalty.
Originality/value
Given that the implications of showrooming behaviour on customer loyalty remain understudied, this work contributes to the marketing literature by demonstrating the influence of showrooming behaviour on satisfaction with showrooming and its consequential effect on customer loyalty. Moreover, we confirmed the mediating role of customer satisfaction in the relationship between showrooming behaviour and customer loyalty.
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Mingfang Li, Askar Choudhury and Na Zhang
The purpose of this study is to identify the structural determinants of e-returns service interactions, examine their impact on online shoppers' loyalty and propose returns…
Abstract
Purpose
The purpose of this study is to identify the structural determinants of e-returns service interactions, examine their impact on online shoppers' loyalty and propose returns service interventions from an interactive marketing perspective to facilitate consumer interaction and repeat purchase intentions with e-retailers.
Design/methodology/approach
This study empirically tests the research hypotheses based on cross-sectional survey data collected from Chinese online consumers who experienced interactions during the product returns process.
Findings
E-return service interaction includes three determinants: access support, friendly interaction and communication support. These interactions positively impact ease of return, returns satisfaction and customer loyalty. Returns satisfaction is a key mediator in the relationship between return service interaction and loyalty. Access support and friendly interaction have both direct and indirect effects on loyalty, while communication support has only an indirect effect.
Originality/value
This study contributes to understanding e-returns service interaction by analyzing its structural determinants, providing a robust scale foundation and analytical framework for future empirical research. Additionally, this study explores the driving role of e-returns service interaction in forming e-customer loyalty, offering a theoretical basis for the service recovery function of e-returns service interaction. It enriches the application of service recovery theory and relationship marketing theory in the field of interactive marketing.
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Kathrin Mayr and Christoph Teller
Unacceptable behaviour in retailing – negative customer deviance (NCD) is rising, damaging retailers financially. Current research investigates forms of NCD by addressing its…
Abstract
Purpose
Unacceptable behaviour in retailing – negative customer deviance (NCD) is rising, damaging retailers financially. Current research investigates forms of NCD by addressing its impact on employees but overlooks its effects on bystander-customers and their retail channel preferences. As channel switching within retailing is increasing unprecedentedly, this research investigates its correspondence with NCD encounters.
Design/methodology/approach
This research uses structural equation modelling, based on data collection administered through a web-based survey of 1,008 customers of at least 16 years of age, to analyse the research model.
Findings
The findings reveal unexplored forms of NCD perceived by bystander-customers in retailing and their consequences, linking it to bystander-customers' ill-being, dissatisfaction with the shopping experience, a decrease in store commitment and an increase in their retail channel-switching intentions. Additionally, the research uncovers moderating variables.
Practical implications
This research tests NCD dimensions and effects on bystander-customers, which indicate the need for retailers to address shopping values, attitudes and commitment through corrective, proactive and long-term strategic actions.
Originality/value
As one of the first studies to investigate the impact of NCD on bystander-customers' intentions to switch from store-based to online shopping, strategies for retailers are developed to help diminish and control NCD-induced threats to bystander-customers.
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Sehrish Huma, Waqar Ahmed, Minhaj Ikram and Arsalan Najmi
Given the rising popularity of mobile commerce among young consumers, this study aims to examine the effect of mobile applications service quality (MASQ), service convenience…
Abstract
Purpose
Given the rising popularity of mobile commerce among young consumers, this study aims to examine the effect of mobile applications service quality (MASQ), service convenience (SERCON) and satisfaction contributing to the retention of young consumers towards mobile applications.
Design/methodology/approach
Primary data were collected from 213 active online young smartphone users who have used mobile apps for shopping through a structured questionnaire. Structural equation modelling is used to analyse the data.
Findings
The results of this study reveal that both MASQ and SERCON strongly support satisfaction, which leads to the retention of young customers.
Originality/value
This study is one of the few relevant pieces of research that would benefit mretailers encompassing mobile commerce applications to improve their MASQ and SERCON with cutthroat competition in gaining and retaining young customers for shopping through smartphone applications.
Details
Keywords
- Mobile commerce applications (MCA)
- Mobile application service quality
- Service convenience
- Young consumers
- m-retailers
- 移动商务应用 (MCA)
- 移动应用服务质量
- 服务便利性
- 年轻消费者
- 移动零售商 (m-retailers)。
- Aplicaciones de comercio móvil (MCA)
- Calidad del servicio de aplicaciones móviles
- Conveniencia del servicio
- Jóvenes consumidores
- Minoristas móviles (m-retailers)
Oleksiy Osiyevskyy, Yurii Umantsiv and Olha Kavun
The rise of Industry 4.0 led to digitally-enabled evolutionary and radical changes in all branches of the retail industry, resulting in the emergence of the distinct term “Retail…
Abstract
Purpose
The rise of Industry 4.0 led to digitally-enabled evolutionary and radical changes in all branches of the retail industry, resulting in the emergence of the distinct term “Retail 4.0”. Within this paradigm, particular emphasis is placed on forming a balanced system of omnichannel sales and customer service, allowing reaching a synergistic effect in the face of constant changes, turbulence and uncertainty in the business environment. The main objective of this study is to offer and justify a practical strategy for optimal utilization of sales channels and customer service provision within the Retail 4.0 paradigm.
Design/methodology/approach
The conceptual argument of the study is based on the review of the literature and illustrative case studies
Findings
The decision-making model proposed in this study provides a roadmap for retailers. It underscores the need for a data-driven approach, where decisions are informed by real-time analytics and customer insights. This model also advocates for a flexible yet structured approach to managing various sales channels, ensuring that each channel complements and enhances the other.
Originality/value
The study offers and justifies an original five-stage process model for forming a balanced system of omnichannel sales and customer service.
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Nour Qatawneh, Manaf Al-Okaily, Raghed Alkhasawneh, Abraham Althonayan and Abeer Tarawneh
The purpose of this paper is to examine the mediating role of e-trust and e-satisfaction in the relationship between e-service quality and e-loyalty in the context of e-government…
Abstract
Purpose
The purpose of this paper is to examine the mediating role of e-trust and e-satisfaction in the relationship between e-service quality and e-loyalty in the context of e-government services.
Design/methodology/approach
The data were collected via an online questionnaire of Jordanian citizens. The structural equation model based on partial least squares was used to test hypotheses.
Findings
The findings showed that e-service quality has a positive and significant effect on e-loyalty. E-service quality has a positive and significant effect on both e-trust and e-satisfaction. E-trust and e-satisfaction have a positive and significant effect on e-loyalty. E-trust has a positive effect on e-satisfaction. Finally, regarding the mediating effect of e-trust and e-satisfaction, e-trust and e-satisfaction partially mediate the relationship between e-service quality and e-loyalty in the context of e-government services, and hence all hypotheses were accepted.
Originality/value
The results of this research aid governmental policymakers in implementing information and communication technology strategies that streamline citizens’ transactions and promote their active engagement in e-government initiatives. Additionally, the government has suggested improving awareness campaigns and providing training for employees to enhance the quality of e-services provided to citizens.
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Mojtaba Barari, Lars-Erik Casper Ferm, Sara Quach, Park Thaichon and Liem Ngo
Artificial intelligence (AI) has become a pivotal technology in both marketing and daily life. Despite extensive research on the benefits of AI, its adverse effects on customers…
Abstract
Purpose
Artificial intelligence (AI) has become a pivotal technology in both marketing and daily life. Despite extensive research on the benefits of AI, its adverse effects on customers have received limited attention.
Design/methodology/approach
We employed meta-analysis to synthesise effect sizes from 45 studies encompassing 50 independent samples (N = 19,503) to illuminate the negative facets of AI's impact on customer responses.
Findings
Adverse effects of AI, including privacy concern, perceived risks, customer alienation, and uniqueness neglect, have a negative and significant effect on customers' cognitive (perceived benefit, trust), affective (attitude and satisfaction) and behavioural responses (purchase, loyalty, well-being). Additionally, moderators in AI (online versus offline), customer (age, male vs. female), product (hedonic vs. utilitarian, high vs. low involvement), and firm level (service vs. manufacturing) and national level (individualism, power distance, masculinity, uncertainty avoidance, long-term orientation) moderate these relationships.
Practical implications
Our findings inform marketing managers about the drawbacks of utilising AI as part of their value proposition and provide recommendations on how to minimise these effects in different contexts. Additionally, policymakers need to consider the dark side of AI, especially among the vulnerable groups.
Originality/value
This paper is among the first research studies that synthesise previous research on the dark side of AI, providing a comprehensive view of its diminishing impact on customer responses.
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Khoa Nguyen Van, Huyen Pham Thi and Thuy Anh Phan
The research aimed to identify factors influencing customer loyalty in the use of mobile telecommunication services in Vietnam, focusing on two dimensions “attitudinal loyalty”…
Abstract
Purpose
The research aimed to identify factors influencing customer loyalty in the use of mobile telecommunication services in Vietnam, focusing on two dimensions “attitudinal loyalty” and “behavioral loyalty.”
Design/methodology/approach
Based on survey data collected from 820 in two of Vietnam’s major cities users, Hanoi and Ho Chi Minh City, the data were processed using SPSS and AMOS software.
Findings
The study identified four factors affecting customer loyalty to mobile telecommunication services, with perceived service quality directly impacting both attitudinal and behavioral loyalty. Corporate image and perceived switching costs influenced attitudinal loyalty, while trust affected behavioral loyalty. Moreover, perceived service quality indirectly influenced attitudinal loyalty through corporate image and perceived switching costs.
Research limitations/implications
The study only focuses on a limited number of factors influencing mobile telecommunications service user loyalty, its restricted geographical sample from only Hanoi and Ho Chi Minh City, and the simplification of perceived switching costs without considering their various components, such as psychological, financial and procedural costs, which could provide more comprehensive experimental and theoretical insights.
Practical implications
The study reveals that customer loyalty in Vietnam’s mobile telecommunications sector is linked to the relationship between attitude toward the service provider and continued usage behavior, categorizing customer groups into genuine loyalty, latent loyalty, feigned loyalty and disloyalty. It suggests that service providers should focus on improving service quality and cultivating a positive, transparent corporate image to bolster customer trust, foster stable relationships and remain competitive in the market.
Originality/value
The research model combines Oliver’s (1999) theory of loyalty with Aydin and Özer’s (2005) research model, focusing on perceived service quality, corporate image, trust and perceived switching costs, examining their relationships with both behavioral and attitudinal loyalty simultaneously.
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