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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).

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

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.

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

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.

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.

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.

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

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.

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

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.

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.

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

Artículo de investigación

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.

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.

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.

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.

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.

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.

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.

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

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.

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.

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.

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.

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.

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.

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

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.

This paper presents a survey of research into interactive robotic systems for the purpose of identifying the state of the art capabilities as well as the extant gaps in this emerging field. Communication is multimodal. Multimodality is a representation of many modes chosen from rhetorical aspects for its communication potentials. The author seeks to define the available automation capabilities in communication using multimodalities that will support a proposed Interactive Robot System (IRS) as an AI mounted robotic platform to advance the speed and quality of military operational and tactical decision making.

This review will begin by presenting key developments in the robotic interaction field with the objective of identifying essential technological developments that set conditions for robotic platforms to function autonomously. After surveying the key aspects in Human Robot Interaction (HRI), Unmanned Autonomous System (UAS), visualization, Virtual Environment (VE) and prediction, the paper then proceeds to describe the gaps in the application areas that will require extension and integration to enable the prototyping of the IRS. A brief examination of other work in HRI-related fields concludes with a recapitulation of the IRS challenge that will set conditions for future success.

Using insights from a balanced cross section of sources from the government, academic, and commercial entities that contribute to HRI a multimodal IRS in military communication is introduced. Multimodal IRS (MIRS) in military communication has yet to be deployed.

Multimodal robotic interface for the MIRS is an interdisciplinary endeavour. This is not realistic that one can comprehend all expert and related knowledge and skills to design and develop such multimodal interactive robotic interface. In this brief preliminary survey, the author has discussed extant AI, robotics, NLP, CV, VDM, and VE applications that is directly related to multimodal interaction. Each mode of this multimodal communication is an active research area. Multimodal human/military robot communication is the ultimate goal of this research.

A multimodal autonomous robot in military communication using speech, images, gestures, VST and VE has yet to be deployed. Autonomous multimodal communication is expected to open wider possibilities for all armed forces. Given the density of the land domain, the army is in a position to exploit the opportunities for human–machine teaming (HMT) exposure. Naval and air forces will adopt platform specific suites for specially selected operators to integrate with and leverage this emerging technology. The possession of a flexible communications means that readily adapts to virtual training will enhance planning and mission rehearsals tremendously.

Interaction, perception, cognition and visualization based multimodal communication system is yet missing. Options to communicate, express and convey information in HMT setting with multiple options, suggestions and recommendations will certainly enhance military communication, strength, engagement, security, cognition, perception as well as the ability to act confidently for a successful mission.

The objective is to develop a multimodal autonomous interactive robot for military communications. This survey reports the state of the art, what exists and what is missing, what can be done and possibilities of extension that support the military in maintaining effective communication using multimodalities. There are some separate ongoing progresses, such as in machine-enabled speech, image recognition, tracking, visualizations for situational awareness, and virtual environments. At this time, there is no integrated approach for multimodal human robot interaction that proposes a flexible and agile communication. The report briefly introduces the research proposal about multimodal interactive robot in military communication.

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.

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.

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

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.

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.

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.

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.

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.

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.

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.

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.

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).

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.

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.

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.

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.

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.