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Article
Publication date: 19 July 2022

Yung-Cheng Shen, Heng-Yu Lin, Cindy Yunhsin Chou, Po Han Wu and Wei-Hao Yang

This study investigates the role of source familiarity in moderating the effect of service adaptive behavior (SAB) on customer satisfaction. Applying the…

Abstract

Purpose

This study investigates the role of source familiarity in moderating the effect of service adaptive behavior (SAB) on customer satisfaction. Applying the accessibility–diagnosticity framework and situated cognition theory as the theoretical basis, this research hypothesizes that when customers are familiar with the source that provides the service (i.e. brand familiarity for Study 1 and personal familiarity for Study 2), customer satisfaction responses to SAB would be more moderate than when customers are not familiar with the source. Two studies were conducted to test the hypotheses.

Design/methodology/approach

Two experiments manipulating SAB and the brand name familiarity (Study 1) and personal familiarity with the service staff (Study 2) as the source familiarity were conducted. Customer satisfaction as a function of source familiarity was measured to test the hypothesis that source familiarity moderates the relationship between SAB and customer satisfaction.

Findings

Compared to unfamiliar sources, familiar sources generated a more moderate response in customer satisfaction as a function of SAB. High familiarity with the brand and service staff induced top-down, memory-based processing that overrides external stimuli as the basis of satisfaction judgment; bottom-up, stimulus-based processing relying on SAB for judgment kicked in only when the source familiarity is low.

Practical implications

From a practical point of view, this study indicates the importance of SAB, especially for brands with low awareness, and alludes to the comparative importance of relationship building in service delivery processes.

Originality/value

This study contributes to the literature by validating the role of contextual factors in influencing the impact of SAB on customer satisfaction.

Details

Journal of Service Theory and Practice, vol. 32 no. 5
Type: Research Article
ISSN: 2055-6225

Keywords

Article
Publication date: 8 February 2024

Crystal T. Lee, Zimo Li and Yung-Cheng Shen

The proliferation of non-fungible token (NFT)-based crypto-art platforms has transformed how creators manage, own and earn money through the creation, assets and identity of their…

Abstract

Purpose

The proliferation of non-fungible token (NFT)-based crypto-art platforms has transformed how creators manage, own and earn money through the creation, assets and identity of their digital works. Despite this, no studies have examined the drivers of continuous content contribution behavior (CCCB) toward NFTs. Hence, this study draws on the theory of relational bonds to examine how various relational bonds affect feelings of psychological ownership, which, in turn, affects CCCB on metaverse platforms.

Design/methodology/approach

Using structural equation modeling and importance-performance matrix analysis, an online survey of 434 content creators from prominent NFT platforms empirically validated the research hypotheses.

Findings

Financial, structural, and social bonds positively affect psychological ownership, which in turn encourages CCCBs. The results of the importance-performance matrix analysis reveal that male content creators prioritized virtual reputation and social enhancement, whereas female content creators prioritized personalization and monetary gains.

Originality/value

We examine Web 3.0 and the NFT creators’ network that characterizes the governance practices of the metaverse. Consequently, the findings facilitate a better understanding of creator economy and meta-verse commerce.

Details

Internet Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 8 November 2023

Yung-Cheng Shen, Crystal T. Lee and Wen-Ya Lin

The proliferation of digital communication on social media provides new opportunities for businesses to take advantage of Internet memes to boost customer engagement. Academic…

Abstract

Purpose

The proliferation of digital communication on social media provides new opportunities for businesses to take advantage of Internet memes to boost customer engagement. Academic literature on digital communications mostly focuses on popular forms such as selfies, branded posts, and branded emoticons. Less attention has been paid to brand memes and their implications for brand management. Based on the cue utilization theory, this research aims to investigate the informational cues of brand memes foster brand partnerships.

Design/methodology/approach

The structural equation modeling and importance-performance matrix analysis were used to empirically validate the research hypotheses with 595 respondents to an online survey.

Findings

Three informational cues of brand memes (i.e. comprehensibility, novelty, and meme-brand congruity) stimulated consumers' attitudes, which in turn impacted consumer-brand relationships. Another brand meme informational cue, sarcasm, negatively moderated the relationships between the three informational cues and consumer-brand relationships.

Originality/value

Our findings indicate that a brand can engage consumers in conversations on social media and foster long-term consumer-brand relationships through brand memes.

Details

Journal of Research in Interactive Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 13 March 2017

Yen-Chun Chen, Yung-Cheng Shen, Crystal Tzu-Ying Lee and Fu-Kai Yu

The purpose of this paper is to develop and validate a multidimensional hierarchical scale for measuring “e-service quality variation.”

1911

Abstract

Purpose

The purpose of this paper is to develop and validate a multidimensional hierarchical scale for measuring “e-service quality variation.”

Design/methodology/approach

Based on the psychometric scale-development approach, qualitative and quantitative methods were employed to develop the e-SERVAR scale. A multidimensional hierarchical factor structure of e-SERVAR is proposed, along with a set of preliminary items derived from literature and the qualitative study. Furthermore, the Yahoo website in Taiwan was chosen to be the target e-service website for data collection to develop the e-SERVAR scale. A series of statistical methods (i.e. item-to-total correlations, exploratory factor analyses, CFAs and structural equation modeling) were adopted to verify construct reliability and validity as well as nomological validity of the scale.

Findings

A 41-item e-SERVAR scale based on the structure of a hierarchical factor model was developed that contains three primary dimensions (i.e. information, system and fulfillment) and nine subdimensions (information accuracy, information quantity, information timeliness, information usefulness, system reliability, system security, merchandise quality, merchandise delivery timeliness and merchandise security).

Practical implications

The results of this study help managers identify sources of quality variability and design efficacious strategies to reduce such variability in order to improve the overall e-service quality.

Originality/value

Prior research of e-service quality has paid less attention to the role of e-service quality variability. Discussion of e-service quality variability was mainly conceptual in nature. This research presents the e-SERVAR scale as a measurement tool that provides a new avenue for researchers to study how to improve e-service quality by measuring service variability.

Details

Journal of Service Theory and Practice, vol. 27 no. 2
Type: Research Article
ISSN: 2055-6225

Keywords

Article
Publication date: 30 April 2021

Yung-Cheng Shen, Crystal T. Lee, Ling-Yen Pan and Chung-Yuan Lee

Dealing with online rumors or fake information on social media is growing in importance. Most academic research on online rumors has approached the issue from a quantitative…

1562

Abstract

Purpose

Dealing with online rumors or fake information on social media is growing in importance. Most academic research on online rumors has approached the issue from a quantitative modeling perspective. Less attention has been paid to the psychological mechanisms accounting for online rumor transmission behavior on the individual level. Drawing from the theory of stimulus–organism–response, this study aims to explore the nature of online rumors and investigate how the informational characteristics of online rumors are processed through the mediation of psychological variables to promote online rumor forwarding.

Design/methodology/approach

An experimental approach to this issue was taken; the researchers investigated how the informational characteristics of online rumors and the psychological mediators promote online rumor transmission.

Findings

Four information characteristics (sense-making, funniness, dreadfulness and personal relevance) and three psychological motivators (fact-finding, relationship enhancement and self-enhancement) promote online rumor-forwarding behavior.

Originality/value

Because any online rumor transmitted on social media can go viral, companies may eventually encounter social media-driven crises. Thus, understanding what drives rumor-forwarding behavior can help marketers mitigate and counter online rumors.

Details

Online Information Review, vol. 45 no. 7
Type: Research Article
ISSN: 1468-4527

Keywords

Article
Publication date: 10 June 2014

Vladimir Senić and Veljko Marinković

The aim of the research is to determine the effects of the four dimensions of customer values that the study identifies, namely, emotional value, social value, functional value…

1503

Abstract

Purpose

The aim of the research is to determine the effects of the four dimensions of customer values that the study identifies, namely, emotional value, social value, functional value and monetary value, on attitudinal loyalty and behavioral intentions. The concept of perceived value is increasingly becoming a subject of interest for authors and researchers in the field of services marketing. Perceived value is considered to be a significant predictor of behavioral intentions. The manner in which consumers perceive the value of a product or service that is offered affects the level of their loyalty. In this context, an analysis of perceived value represents a very important activity in terms of customer-orientated management. Quite frequently, customer value is seen as a multidimensional construct that includes several components.

Design/methodology/approach

The survey was conducted via a sample of 246 respondents – users of mobile telecommunication operators. Each construct of the suggested model was measured with three to five statements. The respondents expressed their level of agreement with statements on a 7-point Likert scale. The fit of the model was tested by using confirmative factor analysis, while the relationships hypothesized in the study were tested by using structural equation modeling.

Findings

By applying structural equation modeling, the significance of the influence of emotional and social values on attitudinal loyalty, as well as the significant effects of functional and monetary value on behavioral intentions, was confirmed. Furthermore, the strong influence of attitudinal loyalty on behavioral intentions was also identified. The results clearly reveal that in terms of the intensity of the effect, emotional value stands out as the strongest antecedent of attitudinal loyalty. Emotional value has a significant indirect effect on behavioral intentions through attitudinal loyalty.

Originality/value

The originality of the study is invoked through identifying four key components of perceived value. The concept of perceived value has only been analyzed by means of its emotional, social, functional and monetary dimension in a small number of prior studies. This paper identifies theoretical, as well as managerial, implications. From a theoretical aspect, causal relationships among viewed variables of the conceptualized model were determined. From the managerial perspective, the results obtained indicate that it is important that mobile operators primarily build a strong emotional connection with their customers because the emotional component of the perceived value has the greatest potential for generating long-term relationships. The findings of this research assist managers employed within mobile network operators to understand the role of various components of customer value in the process of creating customer loyalty.

Details

International Journal of Quality and Service Sciences, vol. 6 no. 2/3
Type: Research Article
ISSN: 1756-669X

Keywords

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