Amjad Shamim

• PhD (Service Marketing/Value Co-Creation)
• Senior Lecturer at Universiti Teknologi Petronas

Purpose – The purpose of this paper is to explore the direct and indirect influence of brand experience on a customer's brand attitude, brand credibility and customer-based brand equity. Design/methodology/approach Design/methodology/approach – The data were collected from 400 users of mobile hand sets, using convenience sampling technique. Data w...

Purpose – The purpose of this paper is to investigate the influence of corporate brand experience (CBE) on customer value co-creation attitude and behaviour (CVCCA and CVCCB). By integrating congruity theory with the theory of reasoned action, the study proposes an integrated model for developing CVCCB in a retailing context. Design/methodology/ap...

ABSTRACT Purpose - The purpose of this research is to develop a scale for measuring customer value co-creation attitude (CVCCA). Design/methodology/approach – Scale development procedures are used for item generation, item purification and validation. Two studies were conducted. In Study 1, exploratory and confirmatory factor analysis is used to...

The study examines the critical role of customer experience in determining hotel brand loyalty and the moderating role of gender, loyalty card membership, age, and critical incident recovery in this relationship. Based on a sample of 408 hotel guests and employing structural equation modeling approach, dimensions that comprise ‘customer experience...

This paper empirically investigates the impact of overall sustainability reporting as well as its components (economic, environmental, and social sustainability reporting) on the cost of debt and equity capital for Malaysian oil and gas companies. The data was collected from 41 publicly listed oil and gas companies in Malaysia for the period from 2...

Despite the significant importance of service innovation in a value-centered retail environment, less is explored regarding its conceptualization through firms' information technology (IT) based strategic capabilities to promote the value formation process in a retail service ecosystem. To address this gap, this study aims to develop an integrated...

Purpose This study aims to investigate the impact of entrepreneurial education (EE), financial support (FS) and role models (RMs) on one’s attitude towards entrepreneurship (ATE) and on entrepreneurial intention (EI) based on the theory of planned behaviour. Design/methodology/approach In this study, quantitative research design, a deductive appro...

The role of Frontline Employees' (FLEs) motives in determining customer Value Co-Creation (VCC), attitude, and behavior is studied less. Following social exchange theory, the study sets two objectives: (1) to examine whether employee motivations (professional identity, financial reward, recognition, and career opportunity) impact customers' 'attitu...

Purpose Despite the fact that fit positively influences customers’ attitudes toward companies, previous research reveals differing roles of fit in the domain of corporate social responsibility (CSR) based on criteria and degree. Because the impact of fit between customers and service companies in the domain of CSR remains unclear in the hospitality...

Purpose This study aims to examine the impact of website design, reliability and perceived ease of use as an engagement motivational factors on customer e-trust and e-retention in online shopping. Design/methodology/approach By using deductive approach, quantitative methods and purposive sampling technique, this study has collected the data from 2...

Purpose It is widely evident that trust and commitment are important pillars for strengthening the relationship between financial service firms and their customers. However, it has not been explored how the service quality, perceived cost and role of agents are important for financial service firms. To overcome this gap, this study aims to investig...

Purpose This study aims to investigate consumer brand loyalty toward halal cosmetics using the theory of planned behavior through repurchase intention, which is primarily relying on the consumer’s attitude toward halal cosmetics. Important predictors such as trust on halal cosmetics, quality of halal cosmetics and religious beliefs of millennial Mu...

Purpose-The purpose of this study is to present a conceptual model where consumer electronic sports (eSports) engagement (CeSE) acts a predictor for gamers' online engagement in eSports-related products/firm either through direct contribution (purchase intention) or indirect contribution (co-production, community engagement, word-of-mouth and recru...

Purpose Entrepreneurship is an important paradigm for enhancing the economic well-being of nations. However, despite heated debate about the significant role of entrepreneurial education (EE) in developing favourable entrepreneurial intention (EI), little is known about the role of individuals’ entrepreneurial self-efficacy (ES), entrepreneurial mo...

Purpose Recent years have witnessed a rise in interest in neuromarketing from academia and industry, as it offers practical tools for determining consumers' subconscious reactions to marketing stimuli. Despite this, the current state of neuromarketing research is not well supported by empirical data. To offer a thorough overview of the studies cond...

This study aims to integrate a research scholarship of customer relationship management (CRM) practices and CRM technology as an interplay with CRM Quality and investigate the overall effect on CRM loyalty through the literary lens of commitment-trust theory. The study employed cross-sectional paradigm in collecting the data using purposive samplin...

Purpose This study examined the relationship between perceived personalization and positive electronic word of mouth, as well as the mediating impact of online advertising engagement and the moderating effect of online users' modes on that relationship. The theory of presence serves as the foundation for the relationships among variables. Design/m...

Purpose The advent of COVID-19 was followed by an increased demand for organic products along with newfound customer interest in healthy consumption habits. This study aims to explore the impact of multidimensional consciousness on consumers’ attitudes and purchasing intentions toward organic food brands. Design/methodology/approach Given the impo...

The games as a service model have enabled game developers to reach worldwide audiences and regard games as services rather than products, opening up new avenues to establish value propositions. Freemium–premium gaming models of value co-creation have been studied in the past. Fostering the conversion of free users to premium subscribers and retaini...

This research examines the role of dual types of customers’ self�construal (i.e., independent vs. interdependent) on value co�creation attitude and behaviour in retail service encounters. Using a mall-intercept survey, 463 responses were collected. Structural equal modeling was employed to analyse the results. Findings suggest that customers’ in...

Although social media-based brand equity has become a vital area of interest for brand managers, insights into its destination-based dynamics and applications remain scarce, specifically in the destination brand context. To address this gap, we develop and test a theoretical model to investigate the role of destination marketing organization-genera...

Purpose The purpose of this study is to develop a scale for measuring service inclusion for tourists with disabilities in tourism and hospitality services. Transformative service research serves as the basis for the conceptualization and dimensionality. Design/methodology/approach To develop and purify the items as well as develop dimensions, stan...

The purpose of the study is to identify how both tourism service provider- and tourist-generated social media communication affect the value co-creation process and how this can affect online customer experience and customer wellbeing. A questionnaire survey was used and 361 valid responses were obtained from Malaysian citizens. The research findin...

Since customers are the ultimate perceivers or definers of their experiences, so they may carry different meanings and interpretations of ‘luxury’. Some may perceive ‘luxury’ when the state of satisfaction or delight is achieved, whereas for others, ‘luxury’ may be experienced when one feels an enhancement in his/her well-being resulting from a ser...

This paper investigates the effect of enterprise risk management (ERM) implementation on the cost of capital (cost of debt [Cd], cost of equity [Ce], and weighted average cost of capital [WACC]) for the oil and gas industry. The research is conducted using panel data analysis from 2008?2017 for 41 oil and gas companies publicly listed on the Bursa...

Research on value cocreation with customers is considerable, yet questions remain regarding whether and how to engage frontline employees (FLEs) in such efforts. Adopting the ability–motivation–opportunity perspective, we conceptualize service firms’ interaction capabilities as ability, employees’ motivation to cocreate value with customers (EMCCV)...

The studies to date on service research have provided a generic overview on customer's positive value‐in‐use (value creation) as well as negative value‐in‐use (value destruction). Surprisingly, very little attention is made to exploring the experiential nature of value‐in‐use. This study aims to conceptualize the experiential nature of value‐in‐use...

The digital age has transformed business opportunities and strategies in a resolutely practical and data-driven project universe. This book is a comprehensive and analytical source on entrepreneurship and Big Data that prospective entrepreneurs must know before embarking upon an entrepreneurial journey in this present age of digital transformation....

Purpose-This study aims to explore the customers' behaviour towards online shopping during COVID-19 in a Muslim country and proposes a co-creative service design for online businesses (webstore) in the post-COVID-19 era. Design/methodology/approach-The study used a qualitative design for collecting the data where in-depth interviews from 18 custom...

Higher education requires access to Information and communication technologies (ICT's). This exposure and access to ICT, coupled with the excessive usage of social media, has augmented the problem of cyberbullying among university students. Previous studies have investigated cyberbullying among school students while overlooking university students,...

The increasing interest in online shopping in recent years has increased the importance of understanding customer engagement valence (CEV) in a virtual service network. There is yet a comprehensive explanation of the CEV concept, particularly its impact on multi-actor networks such as web stores. Therefore, this study aims to fill this research gap...

Despite the high relevance of Corporate Social Responsibility (CSR) in service businesses, investigations of its influence on the cruise sector are scarce. Relying on institutional theory, this study proposes a model with cruise customers’ trust and identification as the key factors between CSR reputation and customers’ loyalty. Using data from 292...

In the context of non-fuel retailing, the goal of this study is to find out what motivates frontline employees to participate in value cocreation activities with consumers. According to this study, frontline employees participate in value cocreation activities to attain the expected or perceived value they desire. Through the conduction of six inte...

The main purpose of this study is to find the factors affecting value co-creation behavior. This study also aimed to find the mediating role of customer co-creation attitude on the relationship between factors and value co-creation behavior. The target population selected for this study was the northern areas of Pakistan. The sample size of this st...

Purpose In the prevailing COVID-19 pandemic, organizations now are expected to serve customers who are highly conscious of safety and sanitation. Among others, the hospitality industry is significantly and negatively influenced by this pandemic. Given the unique characteristics of services, using advanced technology is not enough to create a memora...

Value Co-Creation (VCC) is an emerging concept that has vast applications in theory and practice. Though previous research has provided enough insights on the customers' role in VCC, relatively less research exists on employee motivation to co- create value (EMCCV) with customers. Among other reasons for such less empirical investigations, one is...

The study aims to investigate the factors that contribute to children’s subjective well-being. We used playful-consumption experiences in children’s smartphone usage to determine their subjective well-being. In total, 210 valid responses were obtained from the parents and analyzed using PLS-SEM in SmartPLS 3.2.8. The results of the measurement mode...

This paper aims to increase the efficiency of estimator through the optimal pairing of units in systematic sampling. The proposed Optimal Systematic Sampling Scheme is very simple, yet more generalized than any other systematic sampling scheme available in the literature. This scheme is applicable not only for the case where population size is mult...

Software development is a cooperative process, which relies upon the integration of knowledge spread across various domains. The shift from the industrial economy toward a decentralized knowledge-based economy has given knowledge more value and importance for organizations, which operate globally. Management of knowledge sharing activities becomes...

This study identify the needs to link the opportunity of initiative in reducing pollution or wastage, social enterprising with rural poverty. Since 2014, Enactus students and researchers dealt with rural sustainable income empowerment whilst at the same time trying to reduce wastage and turn the wastage into usable and consumable products. One of t...

This article studies the DART model and its importance in developing actors value co-creation attitude and behavior within the firms’ micro-level ecosystem. Fifteen propositions are proposed based on the literature from service-dominant logic perspective. Two major contributions are made. First, the article provides the importance and need of co-cr...

The aim of this empirical research is to investigate the influence of extrinsic experiential value on customer participation in value co-creation behaviour in hypermarkets. Data were collected from 800 customers of four top hypermarkets in Malaysia. Structural Equation Modeling (SEM), an analytical technique, was used to analyse the data. Findings...

The purpose of this paper is to provide insights into the importance of managing people within the context of plant turnaround maintenance in Malaysia. The apparent emphasis placed on this was the consequent of many failures in turnaround maintenance implementation in petrochemical industries. The 'softer' human resource concerns were too often rec...

The aim this paper is to investigate the impact of customer citizenship behavior on corporate brand experience in hypermarkets. The data were collected from 711 respondents of four hypermarkets located in five different states of Malaysia. Covariance-Based Structural Equation Modeling was used for the data analysis. Three dimensions of customer cit...

The research on customer citizenship behavior is getting much attention in service marketing literature. However, past researches in finding antecedents of customer citizenship behavior are limited to intrinsic value while the role of extrinsic value in customer citizenship behavior is largely ignored. The aim of this study is to fill this gap by i...

This research aims to investigate the impact of customer participation in value co-creation behavior on corporate brand experience in Retail sector of Malaysia. The data were collected from 711 Malaysian customers of top four Hypermarkets located in five states namely Penang, Perak, Selangor, Melaka and Johor. Structural Equation Modeling in AMOS w...

A contrasting debate on the role of customer in value co-creation has been observed. One school of thought believes that customer is always value co-creator while other believe that customer is always value creator (not co-creator). Value is co-created when customer invite company into joint sphere and involve in dialogue. In line with second schoo...

Purpose – The purpose of this paper is to study the influence of entrepreneurial attributes, subjective norms and perceived desirability on entrepreneurial intentions. Design/methodology/approach – The data were collected from the business students of the Quaid-i-Azam School of Management Sciences, Quaid-i-Azam University, Islamabad, Pakistan. In...

The study examines the way how plant turnaround maintenance events in companies of process-based industries were organised and managed. It was envisaged that centralisation and formalisation have significant positive relationships towards the technology employed by the companies. The primary method employed in the data collection is the questionnai...

The aim of the study was to explore the impact of customer relationship satisfaction and relationship improvement on customer loyalty in the cellular services industry of Pakistan.The data were collected from 141 respondents of cellular services subscribers and analyzed in SPSS. Regression and correlation analyses were performed to test the propose...

The objective of the study is to contrast the effects of stimuli coming from traditional media carrier platforms with stimuli coming through eemarketing carrier platforms. Another main objecc tive was to study the impact of brand salience on consumer perception in the eemarketing frame. An experimental survey design is used in this study. EEmarketi...

This study is conducted to explore the impact of creativity on yield management in the hotel industry of Pakistan. Quantitative data approach was used and data was gathered through a close-ended questionnaire by using a stratified sampling technique from 128 professionals (sample size) working in five stars, four stars and three stars hotels in Isl...