The study examines the impact of customer-based value perception on customer loyalty with food delivery services applications provided by technology services companies in the sharing economy. The ...data were collected through an online survey from 310 customers of Gojek, Indonesia’s largest food delivery services platform. This study shows that within the context of food delivery apps in the sharing economy, the value proposition design, value co-creation process, and value capture mechanism collectively play crucial roles in establishing the three types of customers’ perceived value – perceived quality value, perceived price value, and perceived emotional value. Furthermore, the research demonstrates that both emotional and price values significantly impact customer loyalty to the food delivery services app. In contrast, the influence of quality value on loyalty is insignificant. The results indicate that it is essential for all culinary sellers or restaurateurs to consider partnering with the best multiservice platform provider company, that provides food delivery services to enhance customers’ emotional value and price value, as customer loyalty is mainly influenced by the platform’s ability to connect the users and service providers at a reasonable/economical price. The study contributes to the development of the theory by testing the robustness of the impact of platform values on customer loyalty using the service-dominant logic.
This study applies the “push-pull-mooring” model of migration to explain home purchase intention in a suburban township. “Push” effects include dissatisfaction and high housing costs in one’s current ...neighbourhood (“the origin”). “Pull” effects were consumers’ perceived value of the suburban township (“the destination”), which encompassed price, functional, emotional, social, symbolic, and Feng Shui aspects. Relocation costs and alternative township’s attractiveness were hypothesized as “mooring” effects that negatively impact purchase intention as well as moderate the push and pull effects. 179 valid responses from prospective home buyers were analysed using partial least squares structural equation modelling (PLS-SEM). Pull effects were found to exert a positive influence while mooring and push effects exert a negative influence on purchase intention. Moderation effects of the mooring factors were found to be not significant in this context. This study offers several interesting implications for researchers and marketing practitioners in the real estate industry.
Purpose
This study attempts to ascertain the essential dimensions and components of university brand image, including the cognitive attributes (service/educational quality) and affective attributes ...(corporate brand image) of the university.
Design/methodology/approach
The study develops, explores and presents a student-consumer behavioral response model based on students’ experiences at university, exploring the relationship between these attributes with satisfaction and behavioral response word-of-mouth (WOM).
Findings
Findings reveal that both branding aspects – brand experience and corporate brand image – follow a rational thought process first before an affective component is then taken into account, resulting in brand promise and loyalty. The study identifies several important cognitive brand image attributes and experiences that guide brand positioning for the Malaysian market, linking these to satisfaction and WOM.
Research limitations/implications
It was conducted in a single case-university and future research could replicate this in other schools/institutions. Cross-validation to other private institutions lies outside the scope of this study. Furthermore, although the study has identified specific attributes of university brands, they tend to be seen or interpreted as overall for both brand experiences and corporate brand image attributes because of the reflective nature of the construct, and also they tend to be seen as higher order rather than at individual levels. Further research is needed to analyze these dimensions using a quantitative approach at individual levels and testing the conceptual model as presented in the conceptual model. The study is focused on one Asian market (Malaysian students in X University) chosen for its potential growth in the future.
Practical implications
The present study contributes to the identification of specific students’ needs and attributes including courses and modules, reputable schools, the environment (e.g. campus – near to lecturer, international), helpful lecturers and the university location. Addressing the right brand attributes enhance and clarify the positioning aspect of the university brand, while simultaneously addressing the needs and wants of consumers. For example, by understanding the culture – consumer buying behavior within this setting, marketers or school administrators can identify exactly, which behaviors could be changed and by which mechanism i.e. talking to sponsors, and introducing activities to increase visibility/image in Malaysia. Interacting with sponsors can influence them toward sending students to X instead of to other universities in the UK.
Originality/value
The study contributes to theoretical knowledge in at least two different ways: by identifying possible corporate brand image attributes and experience that guide brand positioning (for the Malaysian market), and by exploring the relationship between these attributes and satisfaction and behavioral response (WOM) as proposed in the study’s conceptual framework. The study has identified the specific attributes that influence Malaysian students’ early interest in selecting X University via, for example, a recommendation from existing students at X, their sponsors, employers, the courses or modules X offers and location – in London. The study further revealed that corporate brand image attributes of business schools (cognitively and effectively) enhance corporate brand differentiation and positioning (Rauschnabel et al., 2016).
PurposeThe goal of this study is to examine the factors (e.g. enjoyment, skills, challenge, telepresence and flow) that influence players’ purchase intention toward Dota 2 virtual in-game as well as ...examine the effect of flow toward purchase intention of Dota 2 through the critical mechanism (i.e. continuous intention). Notably, the analysis of the moderating role of enjoyment of buying on the relation of (a) flow and purchase intention of Dota 2 in-game, as well as (b) between flow continuous intention and finally (c) between continuous intention purchase intention of Dota 2.Design/methodology/approachThe data were gained from 331 users using Google Forms and posted to respondents on social media platforms and forums such as Facebook and Reddit, as these websites have the closest reach to gamers.FindingsThe study revealed that enjoyment, skill, challenge and telepresence have a positive effect on flow. Also, the flow was significantly related to purchase intention. The continuous intention has significantly mediated the relationship between flow and purchase intention. Importantly, this study found that the moderating role of buying enjoyment increases the relationship between flow and purchase intention (H7a) and between continuous intention and purchase intention (H7c). In contrast, the moderating role of buying enjoyment on the relationship between flow and continuous intention (H7b) was not supported. Hence, this study sheds a new light on the notable Dota 2 in-game and continuous intention purchase intention of the users.Originality/valueIn response, this study's main research question can be highlighted on testing how enjoyment, skills, challenge, telepresence, in-game virtual items influence purchasing intention when the enjoyment of buying moderates the proposed relationship? Therefore, this study aims to examine the significant elements like enjoyment, skills, challenge telepresence toward flow, and subsequently, the effect of flow toward purchase intention of Dota 2 in-game through continuous intention as a key mechanism which is urgently needed to minimize the gap in-game virtual items literature. Significantly, this study also intends to explore the contingent role of enjoyment of buying on the relation of flow and purchase intention of Dota-2 in-game, as well as between flow and continuous intention and finally between continuous intention and purchase intention.
The results of empirical research on online retail switching tendencies is quite mixed and only a few have specifically examined the presence, frequency or impact of switching barriers and switching ...inducements in the context of online services. Empirical evidence shows that there is “stickiness to certain sites” experienced by online customers and that they do less comparative shopping than might be expected. This paper conceptualises online switching behaviour as the interaction of barriers and inducements (both real and perceived) using Oliver׳s four-stage loyalty model. It also highlights the need to re-examine the concept of online loyalty and its interaction with switching barriers and inducements in the online context.
•Oliver׳s 4 stage loyalty model was further expanded to include online switching.•This paper conceptualises switching behaviour in the online context.•Online switching is seen as the interaction of barriers and inducements – both real and perceived.•Four potential areas for further scholarly enquiry have been identified.
Purpose
This paper aims to investigate the effects of hotels’ brand attributes on consumers’ (patrons’ and guests’) by fostering brand credibility and brand attachment towards the propensity of ...word-of-mouth. The study uses the signaling theory to assess the relationships among the constructs.
Design/methodology/approach
The study adopts partial least squares structural equation modelling (PLS-SEM) approach to validate the research model and the research hypotheses. To test the hypotheses, 474 travellers in Malaysia were recruited.
Findings
The empirical results reveal that hotel attributes have direct influence on brand credibility and brand attachment. Similarly, brand credibility has direct influence on brand attachment, while brand attachment also has direct influence on word-of-mouth. Consumers’ brand credibility partially mediates the relationship between hotel attributes and brand attachment. Likewise, consumer’s brand attachment also partially mediates the relationship between hotel attributes and word-of-mouth. Last but not least, brand credibility and brand attachment sequentially mediate the relationship between hotel attributes and word-of-mouth. The theoretical and practical implications of this study are discussed together with its limitation and future research direction.
Originality/value
First, in terms of measures, brand attachment construct is operationalised as a formative second-order construct, with three reflective variables (brand passion, self-brand connection and brand affection) as the first-order constructs. In addition, brand credibility is also operationalised as a formative second-order construct, with three reflective variables (expertise, trustworthiness and attractiveness) as the first-order constructs. On the other hand, hotel attributes construct is operationalised formatively as a higher-order abstraction of three categories of hotel facilities, which were also operationalised formatively (essential, culture compliant and in-room facilities). Second, this paper offers new insight into how brand credibility and brand attachment influence the relationship between hotel attributes and word-of-mouth. In a sustainability era, dissemination of complete and correct information is vital, to ensure consumers’ acceptance (e.g. likelihood to recommend to others). Thus, it is suggested that hotel managers to pay close attention to the role of brand credibility and brand attachment in tourists’ hotel choice, to secure sustainable brand.
Modernizing legacy software has always been a core concern of businesses and industries that strive to improve their performance. However, decision makers fail to address each criterion's concerns ...and provide precise solutions for how legacy software modernization can be implemented. This paper proposes a new Multi-Criteria Decision-Making (MCDM) method for legacy software modernization. The aim of the proposed method is to rank different software modernization solutions based on the predetermined evaluation criteria. The evaluation criteria considered in this work include Motivating Factors and Challenges criteria that possibly affect legacy software modernization. The method introduced is a combination of the Full Consistency Method (FUCOM) and Weighted Sum Method (WSM), in which FUCOM is used to maintain the reliability of the decision model and WSM to calculate overall importance or weight of each criterion in the decision-making process. This MCDM method is formulated to obtain the most optimal solution that satisfies the evaluation criteria defined by industrial stakeholders based on the survey conducted. A case study on modernizing legacy billing software for a telecommunication company is used to further illustrate the implementation of the proposed methodology in different situations.
Purpose
This study aims to conceptualise and empirically examine how blog users engage with the sponsored posts on consumer-generated content, specifically blogs.
Design/methodology/approach
This ...paper empirically tested the proposed hypotheses using the structural equation modelling using a sample of 399 blog users.
Findings
The need for cognition, perceived interactivity and perceived credibility of blogs has been found to directly influence consumers’ attitude towards blogs. Innovativeness has been found to have a weak negative link with the attitude towards blogs. Blog users were more favourable towards the sponsored posts if the blogs were more interactive. Attitude towards blogs has been found to mediate the relationship between users’ perceived interactivity and their avoidance of the sponsored posts and also between perceived credibility and avoidance of the sponsored posts on blogs. The most significant finding of this study is that the positive attitude towards a blog results in a higher avoidance of the sponsored posts.
Research limitations/implications
This study focuses on the sponsored posts on blogs. It does not look at other forms of advertising on blogs such as banner ads, or other forms of consumer-generated content.
Practical implications
Marketers and bloggers should carefully consider the suitability of the sponsored posts on blogs as they risk alienating the regular users of the blogs. Sponsored posts which are perceived as honest reviews (as opposed to paid advertorials) might be more acceptable to blog users.
Social implications
This study highlights the importance of credibility of bloggers to blog users. There are some serious ethical issues related to the sponsored posts which have not been discussed here but need to be examined further.
Originality/value
This study represents one of the first attempts to conceptualise and empirically examine how blog users engage with customer-generated advertising – sponsored posts. It contributes to marketing literature by enhancing the understanding of how consumers perceive consumer-generated content and more specifically, with regard to consumer attitudes towards online consumer-generated advertising. This study enhances the theoretical and empirical knowledge on how consumers react to advertisements on social media, with important suggestions for future research and implications for practitioners.
During the last decade, research on new technologies such as virtual reality and augmented reality in the context of marketing has gained notable attention from the marketing researchers. Researchers ...are trying to understand consumer behaviour with the aid of new technologies, but only a few consumer behaviour theories are being used in the context of marketing, for example, theory of planned behaviour, self‐determination theory, technology acceptance model, uses & gratification theory and innovation diffusion theory. These theories can successfully predict consumer's motivation, behavioural intentions and technology adoption. However, they are unable to explicate the effectiveness of promotional messages and content marketing on consumer's change in attitude and decision making. Surprisingly, theories that are actually capable to do so, for example, elaboration likelihood model (ELM), have been overlooked by the researchers. This could be because classical theories are unable to comprehend the new technologies, and hence, it is pertinent to enhance the spectrum of the classical theories. Therefore, the goal of this theory‐based systematic literature review is to assess the ELM literature to address the existing research gaps in the marketing literature. The research string used in this study was developed by using Boolean operators to search databases, and Preferred Reporting Items for Systematic Reviews and Meta‐Analyses framework was adopted to increase the efficiency of the searching process. A total of 762 suitable articles were considered for the initial screening, however, only 68 articles met the inclusion criteria and were included in the study. These articles were analysed to propose future research agenda by including the under‐looked constructs and theories.
Museums have shown keen interest in providing XR experiences, in particular, augmented reality (AR) and virtual reality (VR), as part of their exhibitions. However, little is known about how visitors ...feel about such experiences and how exposure to them affects visitor interest in topics. In this study, the authors conducted a pre/post-usage survey among visitors at a museum with VR installation. Four research models were compared to determine the most suitable model for studying gratifications. Our results showed that visitors expect to be entertained, yet they are less entertained than expected. VR provides positive learning effects, and scholars can rely on post-usage measures to assess the experience.
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