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Open Access
Article
Publication date: 15 July 2019

Ángel López-Jáuregui, Mercedes Martos-Partal and Jose María Labeaga

This study aims to propose a theoretical framework and provide empirical evidence on the most successful marketing strategies for obtaining behavioural loyalty in small and medium…

7239

Abstract

Purpose

This study aims to propose a theoretical framework and provide empirical evidence on the most successful marketing strategies for obtaining behavioural loyalty in small and medium enterprises (SMEs).

Design/methodology/approach

The data are based on 475 telephone surveys conducted among Spanish hairdressers. The authors have used ordinary least squares to estimate the empirical model.

Findings

Pricing, services and communication (Web page and in-store communication) are the main drivers of customer loyalty. SMEs have to be cautious with the use of social networks to avoid damaging loyalty. In addition, those positioned at high-price segments should pay more attention to communication on the Web, and all companies should find a balance between in-store communication and the sale of products for use at home.

Research limitations/implications

Further research should try to replicate the findings with data from consumers and firms.

Practical implications

Service managers need to understand the optimal strategy to succeed in the market. The key insights of this study could also apply to other sectors, such as health, personal care and wellness services.

Originality/value

Previous research focussed mainly on large companies, while the role of loyalty in the success of SMEs has been poorly studied, with focus only on the antecedents and the measurement of loyalty. This study contributes to the previous research by analysing the effect of the strategy (price, range of services, communication, size and location) in the achievement of loyalty in SMEs.

Objetivos

Este trabajo propone un marco teórico y aporta evidencia empírica sobre las estrategias de marketing más exitosas en la consecución de lealtad comportamental en PYMEs.

Metodología

Se ha realizado una encuesta telefónica a 475 peluqueros españoles. El modelo utilizado para la estimación es el de mínimos cuadros ordinarios.

Resultados

Precio, servicios, y comunicación (página web y comunicación en la tienda) son los principales generadores de lealtad. Las PYMEs tienen que ser cautelosas con el uso de las redes sociales para evitar dañar la lealtad. Además, aquellas posicionados en altos precios deben prestar más atención a la comunicación en la web y todas deben encontrar un equilibrio entre la comunicación en el tienda y la venta de productos para su uso en casa.

Limitaciones

Investigaciones futuras podrían replicar este estudio usando datos de consumidores y de empresa.

Implicaciones prácticas

Los gerentes necesitan entender la estrategia óptima para tener éxito en el mercado. Las ideas claves de este trabajo podrían aplicarse a otros servicios personalizados de salud y bienestar.

Originalidad/valor

La investigación previa se centra principalmente en grandes empresas mientras que el papel de la lealtad en el éxito de las pymes ha sido escasamente investigado y se ha centrado en los antecedentes y la medición de la lealtad. Este estudio realiza una contribución al analizar el efecto de la estrategia (precio, surtido de servicios, comunicación, tamaño y localización) en la consecución de la lealtad en las pymes.

Palabras clave

Lealtad; pequeñas y medianas empresas; Pymes; peluqueros; estrategia de marketing; salon

Tipo de artículo

Artículo de investigación

Open Access
Article
Publication date: 21 May 2021

Oyindamola Abiola Ajayi and Tsietsi Mmutle

The purpose of this paper is to explore how the communication of corporate social responsibility (CSR) contributes towards a favourable corporate reputation. It explores the…

27262

Abstract

Purpose

The purpose of this paper is to explore how the communication of corporate social responsibility (CSR) contributes towards a favourable corporate reputation. It explores the communication strategies and channels organisations deemed reputable by stakeholders use to achieve an effective CSR communication.

Design/methodology/approach

To achieve this, a qualitative content analysis using the directed approach was conducted on the textual CSR communication materials of ten reputable organisations in South Africa based on the 2018 South Africa Reptrak survey.

Findings

Result showed that seven out of ten organisations use both self-serving and society-serving motive in their CSR communication, while the other 3 use only the society serving motive. The informing strategy was also more evident in the CSR communication materials than the interactive strategy. In terms of the communication channels, the study found that organisations mainly utilise controlled channels for CSR communication.

Originality/value

The literature reviewed and the findings of this study reveal a gap between the theory and practice of CSR communication. This drives the need for organisations to research and tailor CSR communication based on stakeholders' unique characteristics and preferences. The paper also contributes to improving the knowledge on the role different CSR communication strategies and channels play in CSR communication.

Details

Corporate Communications: An International Journal, vol. 26 no. 5
Type: Research Article
ISSN: 1356-3289

Keywords

Open Access
Article
Publication date: 8 February 2024

Katarzyna Piwowar-Sulej, Ewa Popowicz and Adam Sulich

The article explores the linkages between the type of environmental strategy (ES), the use of internal communication (IC), and the greening of organizational culture (OC)…

Abstract

Purpose

The article explores the linkages between the type of environmental strategy (ES), the use of internal communication (IC), and the greening of organizational culture (OC). Moreover, the article empirically examines whether company size matters in the use of environmental IC practices in the green context. Additionally, the article considers differences between people employed at different organizational hierarchy levels. The basis for such a comparison is their opinions about the effectiveness of communication practices.

Design/methodology/approach

Empirical research employed a survey method done on 199 organizations in 2020. Statistical analyses used the chi-squared test, Kendall’s Tau-b correlation coefficient, and the Mann–Whitney U test.

Findings

The research showed that companies with a proactive green strategy more often use different communication practices related to ES and have a greener culture. The study proved that larger companies more often use the analyzed communication practices. However, we found no significant difference in opinion between middle managers and line employees about the effectiveness of these practices.

Practical implications

The main contribution to business practice is the exploratory model based on the empirical study, which allows organizations to successfully implement the ES.

Originality/value

Studies rarely combine the three organizational elements: IC, OC, and ES. This article provides new empirical evidence on relationships between features of OC, green strategy types, and communication practices.

Details

Central European Management Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2658-0845

Keywords

Open Access
Article
Publication date: 5 November 2020

Abdul Mateen Samsor

The aim of this study is to identify the challenges and barriers to e-Government set up in developing/conflict countries, related to Information Communication and Technology (ICT…

21481

Abstract

Purpose

The aim of this study is to identify the challenges and barriers to e-Government set up in developing/conflict countries, related to Information Communication and Technology (ICT) and social obstacles – that are common in developing countries like Afghanistan. In today's world e-Government plays an important role of providing easy access to government services that enable citizens in general to communicate faster. This very research concentrates on the implementation of e-Government challenges in developing countries, particularly in Afghanistan. This paper is covering (1) method of study; (2) research strategy; (3) finding and policy recommendation; (4) limitation; (5) theoretical implication; (6) recommendation and conclusion. Additional data related to e-Government in Afghanistan, acquired via a quantitative survey and interviews can also help this analysis.

Design/methodology/approach

This research incorporates both theoretical and empirical study; using both quantitative and qualitative method for data collection. Also, as already noted, the study reviews different literature and academic documents. The original work of the study is the collection of relevant first-hand information for empirical analysis from experts of both public and private institutions such as IT, CIO and management experts through the use of a survey tools. This was done using web-based surveying and delivery of hard and soft copies to the experts to obtain their notions about e-Government implementation obstacles. Finally, both quantitative and qualitative survey results are calculated and presented.

Findings

Empirical study has established that 5 obstacles out of 15 named by respondents, stakeholder involvement, with the highest mean, (4.1145), coordination (4.0038), information sharing (3.9962), ICT literacy (3.9822) and e-Government awareness (3.8830) are considered to be the major obstacles. This opinion was also expressed by the respondents to the in-depth interview which was explained in a paper with detail.

Research limitations/implications

Most research record numerous limitations, therefore, it is important to note that this study is no exception. Some of the limitations were recorded in the course of the study will be counted for the purpose of placing the finding in the right perspective. The limitations of this study were time constraints and difficult to generate enough participation in the survey. Because of that, I did a quantitative survey but could include very few members of top management. Second, the study is limited due to the lack of participation by respondents from various sectors such as citizens, university students, academia, banks, businesses and NGOs. The third limitation was lack of research materials for this study. Many difficulties were encountered with respect to find materials of previous research studies on the topic and in particularly in the context of Afghanistan.

Practical implications

The studies conducted previously on e-Government and referenced herein highlighted implementation challenges in developing countries as a group. Applying this study in Afghanistan may contribute to our understanding of key challenges facing in implementing e-Government process specifically in Afghanistan. The current study contributes some significant findings to the academic field of studying e-Government implementation challenges. It adds the support and information from public and private sector's perspective regarding major challenges in e-Government implementation in Afghanistan.

Social implications

As per looking to the experience of developed and developing countries, this study emphasizes the following key initiatives to be performed in parallel with the running projects by Ministry of communication and IT [18]. 1-Pilot projects, 2-Simplification of Business Processes, 3-A strong committed national leadership, 4-Involvement of Stakeholders, 6-To granting incentives for involvement of local ICT companies, 7-Exemption of basic ICT, 8-To develop a standard ICT infrastructure

Originality/value

Governments around the world are under the pressure from rapid globalization, fiscal, social and technological changes to provide services that are citizen-centric, efficient, transparent, effective, one stop, any time and nonstop. Post-conflict countries are under even greater pressure to create such services because they replace the vacuum caused by the violence and will be the only services offered, rather than simply an upgrade of current government offerings that already meet citizen needs. The adoption of technology is the most efficient way to integrate the public and private sector and to provide services with accountability, transparency and efficiency, but this is not an easy task, especially for developing countries. This research looks at e-Government implementation challenges in developing countries and particularly in Afghanistan. A literature review shows many challenges common among developing countries: a lack of ICT literacy, incomplete infrastructure, a digital divide existing between the rural poor and the emerging urban middle class, an uncertainty about data privacy and data security, the absence of comprehensive ICT policies and legislation, lack of an ICT culture in government and the traditional components of the economy, questions regarding the government's ongoing financial commitment to the project, e-Government awareness, willingness of ministries to engage in information sharing, a void of ICT leadership outside the technologically oriented ministries, resistance to change, an historic lack of intergovernmental coordination and low stakeholder involvement are just some of the many challenges identified. The author belief that developing countries realize the importance of e-Government and consider the implementation of e-Government to be the critical tool for economic stability and growth as well as developing a more transparent, less corrupt government. The survey questionnaires were developed based on the challenges found in literature review. The survey questionnaire was translated into local languages (Pashto and Dari) and an English version served as control indicator by a professional local translator. At first a pilot version was sent to 10 officials from the Ministry of Communication and IT. After attesting period, the survey was circulated to 150 respondents who were experts in various fields such as CIO, Management and IT in Afghanistan. All respondents agreed that stakeholder involvement, coordination, information sharing, ICT literacy, awareness, resistance to change, ICT, finance issues, ICT policy, leadership, data privacy, legislation, ICT culture and digital divide are some of the major challenges for e-Government implementation in Afghanistan. Respondents (3.1412) on ICT security were impartial in their response on whether to include this indicator into challenges. Many projects are run by the Ministry of Communication and IT and within completion of these projects most of the challenges that identified in the analysis of the quantitative survey will be addressed, although the government is also vigorously pursuing legal and policy modifications. As per looking to the experience of developed and developing countries, this study emphasizes the following key initiatives to be performed in parallel with the running projects by Ministry of communication and IT [18]. Pilot projects should be implemented in two ministries as test beds prior to general roll out to ensure the efficient use of money needed for E-government projects. This will have two benefits from one side it will save money in terms of failing projects as argued by *19+ “E-government in developing countries fail, with 35% being classified as total failures (E-government was not implemented or was implemented but immediately abandoned), and 50% as partial failures (major goals were not attained and/or there were undesirable outcomes)”. On the other hand, in case.

Details

International Trade, Politics and Development, vol. 5 no. 1
Type: Research Article
ISSN: 2586-3932

Keywords

Open Access
Article
Publication date: 10 April 2017

T.C. Melewar, Pantea Foroudi, Suraksha Gupta, Philip J. Kitchen and Mohammad M. Foroudi

This paper aims to operationalise and juxtapose variables related to identity, strategy and communications, and then examine the impact of such integration on organisational…

39734

Abstract

Purpose

This paper aims to operationalise and juxtapose variables related to identity, strategy and communications, and then examine the impact of such integration on organisational stakeholders’ trust, loyalty and commitment by using commitment/trust theory.

Design/methodology/approach

This research design utilises explanatory research at the preliminary stage, as informed by the literature and conceptual framework. The subsequent model was examined via a positivist survey carried out among stakeholders in high-end retail stores in London. Structural equation modelling (SEM) via AMOS was conducted to gain insight into the various relevant influences and relationships.

Findings

The results indicate that identity and strategy are key drivers of integrated corporate communication, and they serve to build stakeholder trust, loyalty and commitment.

Originality/value

The paper shows that while practitioners have indicated that integrated marketing communication is important for organisations, there are a few other areas of concern with regard to consequences related to trust, loyalty and commitment, especially in a retail context. This paper empirically examined relationships between these constructs by validating a conceptual model by using SEM.

Details

European Journal of Marketing, vol. 51 no. 3
Type: Research Article
ISSN: 0309-0566

Keywords

Open Access
Article
Publication date: 30 January 2024

Sarah Marschlich and Laura Bernet

Corporations are confronted with growing demands to take a stand on socio-political issues, i.e. corporate social advocacy (CSA), which affects their reputation in the public…

Abstract

Purpose

Corporations are confronted with growing demands to take a stand on socio-political issues, i.e. corporate social advocacy (CSA), which affects their reputation in the public. Companies use different CSA message strategies, including calling the public to support and act on the issue they advocate. Using reactance theory, the authors investigate the impact of CSA messages with a call to action on corporate reputation in the case of a company's gender equality initiative.

Design/methodology/approach

A one-factorial (CSA message with or without a call to action) between-subjects experiment was conducted by surveying 172 individuals living in Switzerland. The CSA messages were created in the context of gender equality.

Findings

The authors' study indicates that CSA messages with a call to action compared to those without overall harmed corporate reputation due to individuals' reactance, which is higher for CSA messages with a call to action, negatively affecting corporate reputation. The impact of the CSA message strategy with a call to action on corporate reputation remains significant after controlling for issue alignment and political leaning.

Originality/value

Communicating about socio-political issues, especially taking a stand, is a significant challenge for corporations in an increasingly polarized society and has often led to backlash, boycotts and damage to corporate reputation. This study shows that the possible adverse effects of advocating for socio-political issues can be related to reactance. It emphasizes that companies advocating for contested issues must be more cautious about the message strategy than the issue itself.

Details

Corporate Communications: An International Journal, vol. 29 no. 7
Type: Research Article
ISSN: 1356-3289

Keywords

Open Access
Article
Publication date: 15 July 2021

Kalervo Järvelin and Pertti Vakkari

This paper analyses the research in Library and Information Science (LIS) and reports on (1) the status of LIS research in 2015 and (2) on the evolution of LIS research…

5664

Abstract

Purpose

This paper analyses the research in Library and Information Science (LIS) and reports on (1) the status of LIS research in 2015 and (2) on the evolution of LIS research longitudinally from 1965 to 2015.

Design/methodology/approach

The study employs a quantitative intellectual content analysis of articles published in 30+ scholarly LIS journals, following the design by Tuomaala et al. (2014). In the content analysis, we classify articles along eight dimensions covering topical content and methodology.

Findings

The topical findings indicate that the earlier strong LIS emphasis on L&I services has declined notably, while scientific and professional communication has become the most popular topic. Information storage and retrieval has given up its earlier strong position towards the end of the years analyzed. Individuals are increasingly the units of observation. End-user's and developer's viewpoints have strengthened at the cost of intermediaries' viewpoint. LIS research is methodologically increasingly scattered since survey, scientometric methods, experiment, case studies and qualitative studies have all gained in popularity. Consequently, LIS may have become more versatile in the analysis of its research objects during the years analyzed.

Originality/value

Among quantitative intellectual content analyses of LIS research, the study is unique in its scope: length of analysis period (50 years), width (8 dimensions covering topical content and methodology) and depth (the annual batch of 30+ scholarly journals).

Open Access
Article
Publication date: 26 February 2024

Chiara Valentini and Krishnamurthy Sriramesh

Personal influence is one of the most powerful strategies to influence publics’ behaviours. Yet, there is scant attention on how personal influence is leveraged for different…

Abstract

Purpose

Personal influence is one of the most powerful strategies to influence publics’ behaviours. Yet, there is scant attention on how personal influence is leveraged for different public relations purposes in different cultural contexts. This study empirically investigates the presence and use of personal influence among Italian public relations professionals.

Design/methodology/approach

A survey was conducted through a self-administrated, web-based questionnaire and was developed from earlier studies investigating personal influence in public relations literature. Survey participants included public relations professionals across public, non-profit and private sectors.

Findings

The findings empirically show the presence and regular use of personal influence by professionals from all sectors to cultivate interpersonal relationships. Personal influence is considered a personal resource and used to leverage own influencing power. The findings also document four major manifestations of personal influence, which were named: relational closeness strategy, engagement strategy, expertise strategy and added value strategy.

Practical implications

This study enhances our understanding of personal influence in a specific cultural context and offers strategic insights for international professionals seeking to leverage influence in the socio-political environment of Italy. It also offers elements to improve public relations education and training.

Originality/value

The study offers some preliminary understandings of how Italian professionals leverage their personal influence in their daily public relations activities contributing with empirical evidence to the body of knowledge in public relations.

Details

Corporate Communications: An International Journal, vol. 29 no. 7
Type: Research Article
ISSN: 1356-3289

Keywords

Open Access
Article
Publication date: 31 October 2023

Chikazhe Lovemore, Desderio Chavunduka, Shakemore Chinofunga, Rumbidzai Patience Marere, Oniwel Chifamba and Martha Kaviya

The major objective of the study is to investigate the effect of selected customer retention strategies (fair pricing, online marketing and frequent communication) on perceived…

1200

Abstract

Purpose

The major objective of the study is to investigate the effect of selected customer retention strategies (fair pricing, online marketing and frequent communication) on perceived service quality and organisational performance within the retail sector in Zimbabwe. Also, the study sought to understand the moderating role of ICT on the effect of customer retention strategies on perceived service quality and organisational performance.

Design/methodology/approach

A cross-sectional survey of 280 employees within Zimbabwe's retail sector was adopted and respondents were selected using simple random sampling method. A structured questionnaire with Likert type questions was used to gather data.

Findings

The study findings indicate that the performance of organisations within the retail sector is influenced by superior service quality, selected customer retention strategies and also moderated by the use of ICT.

Originality/value

The study contributes to the business management body of knowledge by assessing the effect of selected customer retention strategies (fair pricing, online marketing and frequent communication) on perceived service quality and organisational performance within the retail industry of an emerging economy. The study is also unique in that it used ICT to moderate the effect of selected customer retention strategies on perceived service quality and organisational performance.

Details

European Journal of Management Studies, vol. 28 no. 3
Type: Research Article
ISSN: 2183-4172

Keywords

Open Access
Article
Publication date: 19 November 2021

Analia Cicchinelli and Viktoria Pammer-Schindler

This paper aims to understand what drives people – their motivations, autonomous learning attitudes and learning interests – to volunteer as mentors for a program that helps…

1026

Abstract

Purpose

This paper aims to understand what drives people – their motivations, autonomous learning attitudes and learning interests – to volunteer as mentors for a program that helps families to ideate technological solutions to community problems.

Design/methodology/approach

A three-phase method was used to build volunteer mentor profiles; elicit topics of interest and establish relationships between those. The mentor profiles were based on self-assessments of motivation, attitude toward lifelong learning and self-regulated learning strategies. The topics of interest were elicited through content analysis of answers to reflection questions. Statistical methods were applied to analyze the relationship between the interests and the mentor profiles.

Findings

Bottom-up clustering led to the identification of three mentor groups (G1 “low”; G2 “high” and G3 “medium”) based on pre-survey data. While content analysis led to identifying topics of interest: communication skills; learning AI; mentoring; prototype development; problem-solving skills; working with families. Analyzing relationships between mentor profile and the topics of interest, the group G3 “medium,” with strong intrinsic motivation, showed significantly more interest in working with families. The group with the overall highest scores (G2 “high”) evidenced also substantial interest in learning about AI, but with high variability between members of the group.

Originality/value

The study established different types of learning interests of volunteer mentors and related them to the mentor profiles based on motivation, self-regulated learning strategies and attitudes toward lifelong learning. Such knowledge can help organizations shape the volunteering experience to provide more value to volunteers. Furthermore, the reflection questions can be used by volunteers as an instrument for reflection and by organizations to elicit the learning interests of volunteers.

Details

Journal of Workplace Learning, vol. 34 no. 3
Type: Research Article
ISSN: 1366-5626

Keywords

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