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Key service drivers for high-tech service brand equity: The mediating role of overall service quality and perceived value
Journal of Marketing Management
Abstract
This study investigates how different aspects of service quality could have effects on overall perception of service quality, perceived value, and service brand equity. Based on a survey of active users of mobile telecommunications services in Taiwan, we obtained the following findings. First, we found that empathy, network quality, reliability, and assurance, but not tangibles and responsiveness, have a significant effect on service quality and value perception. Second, the effect of overall service quality on brand equity is partially mediated by perceived value. Third, overall service quality has differential mediation effects on the relationships between specific service quality dimensions and perceived value. Finally, empathy and network quality have direct effects on brand equity. For managers, our study suggests the importance of identifying key service drivers for building strong service brand for high-tech service firms. The identification of key service drivers could then enable these firms to make strategic decisions on services investments. It also demonstrates the importance of the humanisation of technology for services firms. This study is original in that it explores the path from specific services qualities to service brand equity.
... Previous literature shows that there are several factors that influence brand equity; however, this study focuses on product innovation and service quality in automotive segment. However, although service quality is a well-researched topic, but there are limited studies that tested its effect on brand equity (He & Li, 2011). Furthermore, most of the previous studies on service quality have mainly focused on determining its consequences and measurements in service contexts (He & Li, 2011;Nawaz & Usman, 2011;Kayaman & Arasli, 2007). ...
... However, although service quality is a well-researched topic, but there are limited studies that tested its effect on brand equity (He & Li, 2011). Furthermore, most of the previous studies on service quality have mainly focused on determining its consequences and measurements in service contexts (He & Li, 2011;Nawaz & Usman, 2011;Kayaman & Arasli, 2007). It appears that, there exists a research gap in past literature on the empirical evidence of service quality as an antecedent to brand equity in manufacturing contexts (He & Li, 2011), particularly in Malaysia. ...
... Furthermore, most of the previous studies on service quality have mainly focused on determining its consequences and measurements in service contexts (He & Li, 2011;Nawaz & Usman, 2011;Kayaman & Arasli, 2007). It appears that, there exists a research gap in past literature on the empirical evidence of service quality as an antecedent to brand equity in manufacturing contexts (He & Li, 2011), particularly in Malaysia. Moreover, Stock (2011) considered product innovation as another important strategic factor that has the power to affect customer's perception and purchase decision of a brand, but surprisingly very limited empirical research was conducted to test its impact on brand equity in Malaysian automotive context. ...
This paper examines the effects of product innovation and service quality on brand equity mediated by relationship quality. To date, the patterns in past research show that there is less attention been paid to examine the importance of product innovation and service quality in affecting brand equity. Thus, in order to explore our knowledge in this area, this study was conducted among car users in Northern region of Malaysia. The data were analyzed using SPSS and Structural Equation Modeling (SEM). The findings indicated that product innovation and service quality have significant positive effects on relationship quality and brand equity. Moreover, the findings revealed that relationship quality mediates the relationship between product innovation and brand equity. It also shows that relationship quality mediates the relationship between service quality and brand equity. Based on these results, several implications and future research suggestions are discussed in this paper in order to explore our knowledge towards the importance of product innovation and service quality in affecting relationship quality and brand equity.
... Understanding overall brand equity is crucial for marketers. Overall brand equity drives consumer knowledge about a brand (He & Li, 2011). The perceived value by consumers can enhance and promote brand awareness (Schivinski & Dabrowski, 2015). ...
... Overall brand equity is an assessment or consumer perception of the brand. Overall brand equity refers to the different impacts of brand knowledge on brand marketing behavior exhibited by consumers (He & Li, 2011). Overall brand equity is a combination of positive values and perceptions associated with a brand (Verma, 2021). ...
... Overall brand equity has been researched before. Previous research examined overall brand equity on key service drivers for high-tech services (He & Li., 2011). Previous research also examined overall brand equity on global brands versus local brands (Roy & Chau, 2011) and the effect of brand involvement and love on brand equity and purchase intention model with mediation (Verma, 2021). ...
The food and beverage industry is a sector that deals with highly demanded products. The aim of this study is to examine how the presence of affection influences activation and further, both the overall brand equity and brand awareness. In addition, this study examines activation acting as a mediation factor in the relationship between affection and overall brand equity as well as between affection and brand awareness. There were 202 respondents who had purchased Excelso products participating in this study. The data was analyzed with a structural equation modeling. The findings of this research show affection influences activation and, further, both overall brand equity and brand awareness. In addition, activation mediates the relationship between affection and overall brand equity and between affection and brand awareness
... As Davis et al. [49] and Zeithaml [50] asserted, through a value-based adoption model (VAM), the perceived value in the digital technology-based environment is connected to technology adoption and users' behavior reinforcement. When looking at previous studies on this, He and Li [51] insisted that perceived usefulness and easiness in the O2O platform service of e-commerce affect reuse intention. Akter et al. [52] presented that easiness works as an essential factor for use intention in a study for O2O platform expansion in the restaurant industry. ...
... The three questions on the 'safety' variable of the medical information O2O platform service quality were designed by the previous studies of Jeeradist et al. [45] and Celik [46]. To design the questions we used the studies of He and Li [51], Akter et al. [52] and Zhu et al. [53] for 'perceived usefulness', Berry et al. [60], Teo et al. [61], Lai and Liew [62] for 'perceived convenience', and Lee et al. [69] and Xin Ding et al. [70] for 'continuous use intention'. ...
... Lastly, among the medical information O2O platform service quality components, the immediacy of connection strongly affects consumers' perception of convenience and usefulness. Service quality standards differ according to application service nature and use purpose [48,51]. Because a medical information platform is a service linked with medical treatment activities, the immediacy of connection can emerge as significant. ...
Digital transformation of the healthcare industry is being accelerated due to the evolution of digital intelligence information technology such as artificial intelligence (AI), Internet of Things (IoT), and big data. As online-to-offline (O2O)-based consumption life, based on platforms, becomes routinized along with the COVID-19 pandemic, the O2O platforms on medical activities are gaining attention. This study targeted the medical information O2O platform users and aimed to verify the effects of service quality factors on the platform users’ continuous use intention with the mediation of perceived usefulness and perceived convenience. Based on previous studies, four such factors: context-based affordability, immediacy of connection, reliability, and safety were defined as the medical information O2O platform service quality components. This study targeted 369 users of medical information O2O platforms with market dominance in Korea and conducted a questionnaire survey. According to analysis results, context-based affordability and immediacy of connection had a positive (+) effect on perceived usefulness and convenience, and they were confirmed to affect continuous-use intention with the mediation of the perceived usefulness and convenience. Meanwhile, reliability did not affect the perceived usefulness and convenience, whereas safety had a positive (+) effect on perceived usefulness but did not have the same effect (+) on perceived convenience. Consequently, it was ascertained that context-based affordability and immediacy of connection are more important factors to the medical information O2O platform consumers than reliability and safety.
... Selon Diallo, Philippe et Seck (2014), les consommateurs comprennent le terme valeur de diverses manières : « la qualité obtenue pour le prix payé », « ce qu'on obtient comparé à ce qu'on donne », etc. Ces différentes expressions montrent que la valeur perçue est relative et suppose que le consommateur a procédé à une comparaison de plusieurs éléments (Cronin, Brady et Hult, 2000). Ainsi, la notion de valeur perçue renvoie au rapport entre la qualité obtenue et le prix payé (He et Li, 2011;Zeithaml, 1988). Le besoin de rapporter le prix à la qualité est considéré comme un facteur important dans les centres commerciaux en Afrique et au Sénégal en particulier (Diallo, Seck et Diop-Sall, 2015). ...
... Les recherches antérieures ont montré que la perception de la valeur influence positivement le comportement d'achat du consommateur (Cronin, Brady et Hult, 2000;He et Li, 2011). En Afrique, la qualité de la gestion des points de vente et des centres commerciaux s'est considérablement améliorée ces dernières années (Kimani et al., 2012), avec un positionnement associé à la valeur utilitaire des centres commerciaux pour cibler la classe moyenne émergente estimée à 355 millions d'individus (34 % de la population) 3 . ...
... Elle comporte quatre dimensions (aspects physiques, fiabilité, attention du personnel et résolution des problèmes) jugées pertinentes lors de la phase exploratoire. L'échelle de mesure (unidimensionnelle) de la valeur perçue du centre commercial est adaptée de He et Li (2011). Son choix est conforme à l'approche utilitaire de la valeur retenue dans ce travail. ...
Mobilisant le cadre théorique de la culture et des traditions, cet article examine l’influence des valeurs traditionnelles sur les relations entre la qualité de service, la valeur perçue et l’intention d’achat au Sénégal. Sur la base d’un échantillon de 303 clients africains d’un centre commercial innovant et en utilisant des modèles d’équations structurelles (PLS), les résultats montrent que la qualité de service influence la valeur perçue du centre commercial innovant qui, à son tour, affecte l’intention d’achat du consommateur. Ce travail établit un rôle modérateur des valeurs traditionnelles sur les relations entre les dimensions spécifiques de la qualité de service et la valeur perçue du centre commercial innovant.
... Although brand loyalty or preference is a dimension of brand equity (Aaker, 1991;Baalbaki and Guzm an, 2016;Keller, 2001), Jamal and Anastasiadou's (2009) findings do not provide insights on the effect of reliability, tangibility and empathy on brand equity. He and Li (2010) argue that empathy, not reliability, has a direct effect on brand equity, but that reliability has a significant effect on service quality and value perception. It is worth noting that He and Li's (2010) results stem from studying the telecommunications industry, which is capital-intensive. ...
... He and Li (2010) argue that empathy, not reliability, has a direct effect on brand equity, but that reliability has a significant effect on service quality and value perception. It is worth noting that He and Li's (2010) results stem from studying the telecommunications industry, which is capital-intensive. Table 1 presents the key past research on the effect of Service quality (SERVQUAL) on brand equity. ...
... The contribution of attributes to overall service quality differs across novice and longer-term customer cohorts, as does the interrelationship of service quality, satisfaction and behavioral intentions (continued) To investigate the effect of investments in enhancing customers' service knowledge on customer trust in a brand Customer education affects the relative importance of service quality for building customer trust in a firm Esmaeilpour et al. (2016) To investigate how the dimensions of service quality affect brand equity in the fast-food industry All service quality dimensions have a positive and significant impact on brand equity. Among those five dimensions, the tangible factors of services have the most impact on brand equity He and Li (2010) To investigate how different aspects of service quality affect the overall perception of service quality, perceived value and service brand equity Empathy, network quality, reliability and assurance, but not tangibility and responsiveness, have a significant effect on service quality and value perception. The effect of overall service quality on brand equity is partially mediated by perceived value Hill Cummings and Yule (2020) To investigate the effective service quality response in a service failure situation Emotion-focused recovery emphasizing empathy is better when the objective is to avoid a negative outcome Jamal and Anastasiadou (2009) To investigate the effects of individual dimensions of service quality in creating and enhancing customer loyalty via customer satisfaction Reliability, tangibility and empathy are positively related to customer satisfaction, which, in turn, is positively related to brand loyalty Jones and Shandiz (2015) To determine the importance of the different SERVQUAL dimensions in the nonprofit sector Respondents, playing the role of recipients, rate empathy and responsiveness as the most important SERVQUAL dimension Kao and Lin (2016) To investigate the relationships among eservice quality, trust, satisfaction, loyalty and brand equity Perceived quality formed through the interaction with an online banking service positively affects customer trust and satisfaction, which, in turn, influences loyalty and brand equity Kayaman and Arasli (2007) To investigate the effect of SERVQUAL dimensions on various components of brand equity in the hotel industry Tangibility and responsiveness have a significant and positive impact on brand loyalty. ...
Purpose
Despite the growing consensus that consumers extensively use online reviews and that negative reviews can significantly damage brand equity, it remains uncertain whether negative online reviews that focus on different aspects of a service have a similar or differential effect on brand equity. This study aims to fill this gap and explores the mediating role of emotional contagion and what kind of response helps better deter their negative effect.
Design/methodology/approach
This research is conducted through a one-panel study and three experimental studies. SAS enterprise miner is used for text mining analysis and Analysis of variance (ANOVA) and Process macro models are used to analyze the experimental data.
Findings
Negative reviews related to the tangibility, responsiveness and empathy dimensions have a more detrimental effect on brand equity than negative reviews related to the assurance and reliability dimensions. The results also provide evidence that emotional contagion is more prevalent when consumers read reviews that are specific to the empathy and responsiveness dimensions. Finally, accommodative responses from the service provider are more effective in deterring the effect of a negative online review on brand equity.
Research limitations/implications
The generalizability of this study is limited to the restaurant and hotel industry.
Practical implications
The findings will also help the brand manager in understanding the comparative effect of service quality-specific negative reviews on brand equity and also the type of responses that brand managers should give to negative reviews.
Originality/value
Despite online reviews receiving increased attention in academic research, Service quality (SERVQUAL) dimension-specific reviews have not been studied until now. This study contributes to the service quality-related literature by providing evidence that not all negative online reviews related to different Service quality (SERVQUAL) dimensions equally affect brand equity.
... Besides, CT represents a belief between exchange partners who will not act opportunistically in the long-term (Morgan and Hunt, 1994;Doney and Cannon, 1997). Customer value perception (CVP) refers to a disparity between customers' received benefit and perception of sacrifice concerning price and quality (Parasuraman and Grewal, 2000;He and Li, 2010). Finally, CC denotes an ongoing relationship based on emotional attachment and a feeling of obligation (Meyer and Allen, 1997). ...
... As revealed by Vlachos and Vrechopoulos (2008) and Thaichon et al. (2014a), the NQ on the internet represents downloading and uploading speeds, the quantity of data flows, the number of errors and the strength of the connection. Therefore, the ISPs should consider factors that affect CVP (He and Li, 2010;Thaichon et al., 2014b). Thaichon et al. (2014a) Yen and Lu (2008) and Zhuang and Babin (2015) also found e-recover quality that includes contact, fulfillment, responsiveness, system availability and efficiency affect CT, CVP and customer loyalty. ...
... Parasuraman and Grewal (2000) asserted the quality and price of product and service are indicators of CVP about the organization that foster customer loyalty. He and Li (2010) showed value represents the difference between received benefits and the perception of sacrifice. Chen and Chung (2012) to evaluate website quality in terms of service, ease of use, security, responsiveness and privacy in the banking sector. ...
Purpose
The study uses VIseKriterijumska Optimizacija I Kompromisno Resenje (VIKOR)-structural equation modeling (SEM) to construct benchmarks for service providers and evaluate a multimethodology practice in the Internet industry.
Design/methodology/approach
The data were collected using a survey based on an email/interview with 444 Internet users participating. SEM obtained coefficient values by way of customer expectations for Internet service providers. The authors normalized coefficients and integrated them into the VIKOR method for ranking competitors in the Internet industry.
Findings
VIKOR-SEM revealed that network and information quality and security/privacy significantly positively impact customer trust while network and information quality and customer trust significantly positively affect Internet users' value perceptions. Customer services do not affect customer trust, while security/privacy and customer services have no significant influence on customer value perceptions. Though customer services and Internet users' trust and value perceptions directly, significantly and positively affect their commitments, the quality of network and information and security/privacy indirectly, significantly and positively influence customer commitments.
Research limitations/implications
The study was in the Internet industry of Iraq. The results cannot be accurate for the other countries and the service sectors. The researchers/managers can adopt the model in other service sectors to test the multimethodology.
Originality/value
VIKOR-SEM evaluated the changes in customer expectations and service providers in the Internet industry.
... Besides, CT represents a belief between exchange partners who will not act opportunistically in the long-term (Morgan and Hunt, 1994;Doney and Cannon, 1997). Customer value perception (CVP) refers to a disparity between customers' received benefit and perception of sacrifice concerning price and quality (Parasuraman and Grewal, 2000;He and Li, 2010). Finally, CC denotes an ongoing relationship based on emotional attachment and a feeling of obligation (Meyer and Allen, 1997). ...
... As revealed by Vlachos and Vrechopoulos (2008) and Thaichon et al. (2014a), the NQ on the internet represents downloading and uploading speeds, the quantity of data flows, the number of errors and the strength of the connection. Therefore, the ISPs should consider factors that affect CVP (He and Li, 2010;Thaichon et al., 2014b). Thaichon et al. (2014a) Yen and Lu (2008) and Zhuang and Babin (2015) also found e-recover quality that includes contact, fulfillment, responsiveness, system availability and efficiency affect CT, CVP and customer loyalty. ...
... Parasuraman and Grewal (2000) asserted the quality and price of product and service are indicators of CVP about the organization that foster customer loyalty. He and Li (2010) showed value represents the difference between received benefits and the perception of sacrifice. Chen and Chung (2012) to evaluate website quality in terms of service, ease of use, security, responsiveness and privacy in the banking sector. ...
Purpose—The study uses VIKOR-SEM to construct benchmarks for service providers and evaluate a multi-methodology practice in the Internet industry.
Design, methodology, approach—The data were collected using a survey based on an email/interview with 444 Internet users participating. Structural Equation Modeling (SEM) obtained coefficient values by way of customer expectations for Internet service providers. The authors normalized coefficients and integrated them into the VIKOR method for ranking competitors in the Internet industry.
Findings—VIKOR-SEM revealed that network and information quality and security/privacy significantly positively impact customer trust while network and information quality and customer trust significantly positively affect Internet users’ value perceptions. Customer services do not affect customer trust, while security/privacy and customer services have no significant influence on customer value perceptions. Though customer services and Internet users’ trust and value perceptions directly, significantly, and positively affect their commitments, the quality of network and information and security/privacy indirectly, significantly, and positively influence customer commitments.
Research limitations/implications—The study was in the Internet industry of Iraq. The results cannot be accurate for the other countries and the service sectors. The researchers/managers can adopt the model in other service sectors to test the multi-methodology.
Originality/value—VIKOR-SEM evaluated the changes in customer expectations and service providers in the Internet industry.
... (2010) menyatakan bahwa persepsi driver terhadap nilai adalah penilaian keseluruhan utilitas/kegunaan suatu produk/layanan yang diukur dengan manfaat yang diterima dikurangi dengan persepsi pengorbanan. Persepsi pelanggan terhadap nilai adalah fungsi dan pertukaran antara pengorbanan dan utilitas (He & Li, 2010). Indikator perceived value mengutip He & Li (2010) yakni bernilai sesuai dengan harga, layak didapatkan dengan apa yang dikorbankan, pilihan yang baik dibandingkan dengan kompetitor. ...
... Persepsi pelanggan terhadap nilai adalah fungsi dan pertukaran antara pengorbanan dan utilitas (He & Li, 2010). Indikator perceived value mengutip He & Li (2010) yakni bernilai sesuai dengan harga, layak didapatkan dengan apa yang dikorbankan, pilihan yang baik dibandingkan dengan kompetitor. ...
... Pada persaingan bisnis, untuk meningkatkan variabel perceived value salah satunya adalah meluncurkan dalam beberapa pilihan harga (He & Li, 2010). Saat ini beberapa perusahaan melakukan langkah yaitu menciptakan nama merek lagi untuk lebih menjangkau pasar yang lebih luas (Lim, Widdows, & Park, 2006). ...
Customer loyalty is a main goal for the company. Customer loyalty is a consumer behavior that is realized, among others, buying services continuously, recommending services to others, and having competitor's offer retention. Some of the factors that cause customer loyalty are the quality of service provided by the company and consumer perceived value. So, companies must consider their service efforts given to consumers. Service is declared quality if it meets the customer's needs and expectations. Increasing service quality will also affect consumer perceived value and customer loyalty. The objectives of this study include (1) explaining the requirements regarding service quality, customer loyalty, and perceived value in Malang GO-JEK drivers who use the Telkomsel Ojek Online Package in 2019, (2) to explain the direct effect of service quality on perceived value, and (3) to explain the direct and indirect influence on customer loyalty in GO-JEK drivers on Malang City who use prepaid Telkomsel Online Ojek Packages.
... Understanding how brand value is produced in the customer's brain and how it drives their behavior is vital. Studies reveal that perceived value is a prevalent kind of brand association for a specific product or brand (He & Li, 2010). Perceived value is the assessment made by purchasers on the benefits and expenses they anticipate while considering an item and it plays a vital role in establishing a brand's reputation and connection with consumers (Sweeney & Soutar, 2001). ...
... The link between perceived value and brand association is mediated by the assumption that a buyer's assessment of the intrinsic features of product quality may lead to good brand association and high brand value for associations (Bell, Auh, & Smalley, 2005;De Chernatony & Segal-Horn, 2003). This has prompted some academics to assess perceived value as a basic aspect of a brand's association (He & Li, 2010). So, a favorable view of a product or brand results in a greater inclination to purchase and actively search for the product in stores. ...
Important factors in forming brand associations include perceived value-the consumer's assessment of a brand's value-and brand awareness, which is the identification and recall of a brand. With an emphasis on the mediating function of brand image, this research examines the relationship between brand awareness, perceived value, and brand association. The study intends to fill a gap in the literature, especially about developing countries like Pakistan. Data was collected from 493 valid respondents for this study via face-to-face interviews at retail malls by using the questionnaire adapted from the literature. The results demonstrate that perceived value and brand awareness have a significant impact on brand association. It is also proven that brand image plays a mediating function, with brand awareness influencing brand association indirectly via brand image. The research concludes that to improve brand association among users of mobile phones, marketers in the telecom industry should give priority to raising brand awareness and perceived value. Efficient use of social media and information technology may increase brand awareness, and a strong brand image can strengthen the brand association, enhance market positioning, and maintain a competitive edge in the telecom industry of underdeveloped economies like Pakistan.
... Further to this, brand loyalty is believed to reduce uncertainty as well as saves costs of seeking new relational exchanges with other brands (Khen, Mohamad, Ramayang, and Mosahab, 2010). Research findings indicate that there is a positive relationship between service quality and brand loyalty (He & Li 2011;Sanayei, Shahin, and Taheri, 2012;Hafeez and Muhammed, 2012;Hameed, 2013;Malik, 2014;Garga and Abdu, 2016;Hirut 2015;Anyanwu 2019). Brand loyalty is believed to make consumers buy a brand routinely and resist switching to other competing brands. ...
... : From Table 1.0 above, the study rejected the null hypothesis and accepted the alternative meaning that responsiveness dimension of fast food service quality has significant relationship with fast food brand loyalty. This finding is in line with the results obtained by Hirut (2015), Esmaeilpour, et al (2016), Feyez and Noor (2017), and He and Li (2011). Categorically, this study has established that fast food service quality has significant influence on brand loyalty, suggesting that the extent of service quality rendered by fast food outfits to their customers will to a large magnitude determine the level of customer commitment to the brand. ...
This study determined the influence of service quality on customer loyalty in chain fast food companies inSouth East Nigeria. It was a survey that was guided by three objectives and three research hypotheses.Consumers of chain fast food products and services served as respondents while the sample size was 323. A17-itemed questionnaire on a 4-point scale which reliability test produced a co-efficient of 0.79 served asresearch instrument and accessibility sampling technique was used in the administration of the instrument.Descriptive and inferential statistics on SPSS version 23 were used to analyze the data generated. Findingsrevealed that, reliability dimension has positive/significant relationship with brand loyalty(R = 0.504);responsiveness dimension has positive/significant relationship with brand loyalty (R = 0.245) whiletangibles dimension has a negative relationship with brand loyalty (R = -0.023). In view of the findings, thestudy concluded that reliability and responsiveness dimensions of service quality have positive /significantrelationships with brand loyalty while tangibles dimension has a negative relationship with brand loyalty inthe study area and therefore recommended that managers of fast food companies must among others ensurethat service promises are fulfilled, billings are properly done and training of service providers made toppriority in order to improve their speed and mitigate service defects and failures in service delivery
... APPENDIX. QUESTIONNAIRE, AND VARIABLE ITEMS Service Quality Dimensions: (He & Li., 2011) Tangibles: 1. The physical facilities are visually appealing. ...
... The call quality of the specific chosen network is always good. Brand Equity: (He & Li., 2011) ...
The impact of perceived service quality on brand equity is a subject of ongoing debate in academic literature. This article aims to examine the effects of service quality dimensions on brand equity in Turkish telecommunication companies. The study develops a reliable instrument to measure customer-perceived service quality, incorporating both service delivery and technical quality aspects. Data was collected from a convenience sample of 513 mobile phone service users in Istanbul, with 395 valid questionnaires used for analysis. Through confirmatory factor analysis, a six-dimensional service quality instrument was empirically tested for reliability and construct validity. The findings indicate a significant direct impact of service quality on brand equity, mediated through five dimensions: network quality, responsiveness, tangibles, reliability, and empathy. Notably, there was no direct effect of assurance on brand equity. This research provides valuable guidance for companies to improve their service quality and assess the effect of their efforts on brand equity. The study emphasizes the importance for telecommunication companies to prioritize improving service quality dimensions to enhance customer-based brand equity.
... According to Kuo et al. (2009), the quality of mobile services positively influences Taiwanese mobile customers' perceived value. Also, in Taiwan, He & Li (2010) discovered that, in addition to network quality, mobile service quality dimensions impact perceived value. Shin (2014) also demonstrated that system quality, service quality, and content quality influence utilitarian and hedonic value elements. ...
... The structural findings reveal that mobile service quality dimensions positively influence perceived value. These findings are aligned with previous research in the field of mobile business (De Leon et al., 2020;He & Li, 2010;Kuo et al., 2009;Shin, 2014;Yang et al., 2021). Although all dimensions of mobile service quality were found significantly influential, their effect sizes on perceived value vary from one to another. ...
This study seeks to explain why telecom customers would continue to use mobile value-added services (MVAS), including information, communication, entertainment, and transaction services. We developed a model based on the S-O-R paradigm and existing research on MVAS and mobile service quality, in which we hypothesize that customers' intention to continue using MVAS as a behavioural response (R) is a direct result of their satisfaction with the services and their perception of its value as affective and cognitive states (O), respectively. The developed model also recognizes the importance of mobile service quality (S) in terms of characteristics and features in developing customer satisfaction and perceived value. In this investigation, mobile service quality aspects: customer service, service content, and mobile network quality are utilized as stimuli. The data was collected from 371 respondents utilizing an online survey instrument. PLS-SEM with SmartPLS3 software was used for data analysis. While both customer satisfaction and perceived value have direct positive influences on continuance usage intention, the customer satisfaction effect is more significant, according to the structural findings. Moreover, customer service quality, service content quality, and mobile network quality were all discovered to be direct predictors of perceived value. In contrast, mobile network quality was not revealed to be a significant predictor of customer satisfaction. This paper is one of the few investigating the major factors contributing to the continued use of MVAS in the Arab world. This work adds to the growing knowledge on post-adoption in mobile services and business. This investigation provides crucial suggestions for decision-makers in the mobile telecommunications industry from a practical standpoint.
... The first stream examined factors that influence brand equity. Customer satisfaction [66], brand credibility, brand commitment and loyalty intentions [45], word-of-mouth marketing [49], country-of-origin of brand [48], country of origin [53], service quality [27], product country image and marketing activities [7], advertising [13], corporate social responsibility and corporate reputation [60], service empathy and network quality [27], and recall management [40] affect brand equity. These studies suggest that consumer perceptions of a company's product or service should affect branding performance (e.g. ...
... The first stream examined factors that influence brand equity. Customer satisfaction [66], brand credibility, brand commitment and loyalty intentions [45], word-of-mouth marketing [49], country-of-origin of brand [48], country of origin [53], service quality [27], product country image and marketing activities [7], advertising [13], corporate social responsibility and corporate reputation [60], service empathy and network quality [27], and recall management [40] affect brand equity. These studies suggest that consumer perceptions of a company's product or service should affect branding performance (e.g. ...
This study examines the effects of the public's perception of emergency medical service (EMS) on the public health system's brand equity and the moderating effect of governance on this relationship using Keller's customer-based brand equity model. It uses four EMS functions: rescue/first-aid and transfer activities; disaster prevention, preparation, and response activities; educational activities in urgent situations; and medical treatment in emergency rooms to examine the effects of them on brand meaning of the public health system. Our findings are important for understanding the public as customers of the public health system and devising and/ or adapting healthcare policies and marketing strategies to develop brand equity and increase customers' loyalty to the public health system.
... On many occasions, marketing strategies are aimed at generating credibility, understanding that such credibility will make users more congruent with the brand and increase their identification with the brand. Therefore, consumers' probability of being loyal is greater (He and Li, 2010), as they feel that the brand is something that identifies them and in a certain way makes them express what they are. In this sense, trust is usually established as a variable related to credibility and, consequently, authenticity (Portal et al., 2019), and indeed it is, but there has been no analysis of the possible mediating role that trust can play in the relationship between brand credibility and the congruence of users with it. ...
... User identification is an aspect that positively influences commitment (Brown et al., 2005) because, as Bhattacharya and Sen (2003) stated, user identification causes a psychological link to be generated with the organisation, which motivates them to be committed to achieving their objectives. This identification also has an influence on loyalty (He and Li, 2010), so attempting to achieve the congruence of the user with the brand and, consequently, the user's identification with it must be a prerequisite step to develop user loyalty, so the brand can benefit from having more loyal users. ...
This research aims to demonstrate the mediating role of brand trust in the relationship between credibility and users’ congruence with a sports services brand. The analysis was carried out using EQS 6.3 to perform the four required steps of the analysis (and the Sobel test was conducted for a public sports service and a private sports service. The results confirm the full mediation effect of brand trust in the case of the private service and a partial mediation for the public service. Therefore, this study confirms that credibility, in the presence of trust, ceases to have an influence on the congruence of users with the brand, which suggests that credibility is important at an initial stage to attract the user, but at more advanced stages, trust must be developed to ensure that users are more congruent with the brand and can, therefore, be identified with it and be more loyal.
... Perceived Value comes from the exchange or trade of two factors that are the perceived cost and perceived benefit felt by the customer. Perceived Value is measured using a comparison between the benefit obtained by the customer with the sacrifice in the form of the price the customer had to pay (He & Li, 2010in Fikri Akbar & Siswanto, 2021. It defines Perceived Value as the measurement, evaluation, and proportion between cost sacrifice by the customer towards its advantage. ...
This research is to find out the influence of product quality, perceived service quality, andperceivedvalue on customersatisfaction. This research choose a food and beverage company asthe object named Pavilion Resto. This study uses multiple linear regression with a total 120 respondents, collected from closed-ended questionnaire. The result of this study shows that perceived service quality and perceived value have a significant effect on customer satisfaction. Whereas, product quality has no significant effect on customer satisfaction.
... Perusahaan harus fokus pada peningkatan kualitas produk, meningkatkan efektivitas pemasaran mereka. (Chauhan, 2023;Gong et al., 2023;Vitrika & Susila, 2022;Kim et al., 2021;Surapto, 2020;Lenggono et al., 2019;Alkhawaldeh & Eneizan, 2018;Zahari et al., 2018;Latif et al., 2014;Mukherjee et al., 2012;Hünecke & Gunkel, 2012;He & Li, 2010;Cretu & Brodie, 2009;Homer, 2008;Reich et al., 2005). Beberapa faktor dapat mempengaruhi citra merek yaitu: ...
Menurut Coaker (2021), Espíndola (2020), Arifin dan Fachrodji (2015), Tharpe (2014), mengemukakan bahwa citra merek (brand image) adalah persepsi terhadap merek yang membentuk kepercayaan konsumen berdasarkan informasi dan pengalaman konsumen di masa lalu yang menjadi preferensi konsumen terhadap suatu merek. Kotler, Keller, Brady, Goodman, Hansen (2019) dan Kotler dan Armstrong (2018) menyatakan bahwa merek merupakan elemen utama yang memebentuk hubungan emosional antara perusahaan dengan pelanggannya dan bukan hanya sekedar nama, simbol, gambar maupun identitas saja.
Citra merek adalah komponen penting dari strategi pemasaran perusahaan secara keseluruhan, karena citra merek mencerminkan persepsi dan keyakinan konsumen terhadap suatu merek tertentu. Citra merek adalah sintesis dari semua simbol yang digunakan oleh merek, yang pada akhirnya memainkan peran penting dalam proses pengambilan keputusan pelanggan (Stern et al., 2023; Gómez et al., 2022; Fu, 2022; Lestari et al., 2021; Fauzi et al., 2020; Chaudhuri et al., 2018; Onkvisit et al., 2015; Lee et al., 2014; Latif, 2014; Schroeder, 2008; Adidam, 2007; Nandan, 2005; Graeff, 1996).
... Razavi et al. (2012) claimed positive relationships between PV and SA in large Iranian software companies. Furthermore, H. He and Li (2010) provided evidence for a direct causal relationship between SA and PV. Our results supporting H2 (PU->PV) and H6 (SA->PV) is consistent with de Kervenoael et al. (2020) and Razavi et al. (2012). ...
... Page 10 of 42 Marketing Intelligence and Planning 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 M a r k e t i n g I n t e l l i g e n c e a n d P l a n n i n g 10 customer satisfaction (Aksoy et al., 2008). Moreover, prior marketing research has empirically demonstrated a positive direct impact of service quality on brand equity (He and Li, 2011). ...
... Page 10 of 42 Marketing Intelligence and Planning 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 M a r k e t i n g I n t e l l i g e n c e a n d P l a n n i n g 10 customer satisfaction (Aksoy et al., 2008). Moreover, prior marketing research has empirically demonstrated a positive direct impact of service quality on brand equity (He and Li, 2011). ...
Purpose
This study aims at proposing and testing a model delineating how and when the quality of a special B2B professional service, investment relations (IR), would drive corporate intangible value.
Design/methodology/approach
This study employs a proprietary dataset on voting records of an annual investment relations (IR) awards event and the corresponding company-level archival data for analysis. Regression analysis is used to test hypotheses.
Findings
IR service quality not only directly enhances corporate intangible value, but also indirectly boosts it via information transparency. While competitive intensity does not moderate the relationship between IR service quality and corporate intangible value, its moderating effect on the relationship between information transparency and this value is negative.
Research limitations/implications
The findings advance academic understanding of the mechanism and boundary conditions underlying the complex and dynamic relationships among IR service quality, information transparency, corporate intangible value and competitive intensity. Future research endeavors to verify the present findings in other service and/or geographic settings would help establish their external validity.
Practical implications
The findings advise companies to expand the traditional role of IR by taking it as a powerful communication and relationship marketing tool to improve their visibility and attract investors.
Social implications
The findings suggest that superior IR service would strengthen the company’s social bonding with institutional investors and effectively signal to them its commitment to good corporate governance practices.
Originality/value
Matching a proprietary dataset on IR voting records with the corresponding company-level archival data over a five-year period to investigate the performance implications of IR service quality within the Hong Kong context rectifies methodological limitation and geographic confinement of prior IR research.
... Vargo and Lusch (2016) also state that in a value co-creation process, actors contribute to each other's well-being. The extant research has suggested the mediating effect of perceived value (Chen & Chen, 2010;He & Li, 2011;Yen & Teng, 2015) and brand love (de Oliveira Santini, Ladeira, Sampaio, & Pinto, 2018; Junaid et al., 2019) on consumers' positive responses. Hospitality research also advocates the mediating role of perceived value and brand love (Drennan et al., 2015;Prebensen & Xie, 2017). ...
Current research marks the first attempt to investigate the precursors and consequences of brand love in the process of service co-creation in the hospitality sector by taking diners' participation and perceived value as antecedents and three types of diners' well-being as the outcomes of brand love in a realistic co-creation setting (a Chinese hotpot cuisine restaurant). Using 500 responses, this study finds that information-seeking, responsible behavior and personal interaction increase perceived value, whereas information-seeking, personal interaction, and perceived value increase brand love. Perceived value mediates the relationships of information seeking, responsible behavior and personal interaction with brand love. Brand love directly effects all dimensions of diners' well-being, whereas, information-seeking, responsible behavior and personal interaction indirectly impact all dimensions of well-being. Furthermore, self-perceived mastering negatively moderates the participation perceived value, and participation-brand love relationships.
... Specifically, for consumers with higher service expertise, their ability to assess service quality via their knowledge of intrinsic attributes is higher, so supportive service innovation will better increase their perceived value-in-use, which promote both cognitive and emotional trust (He & Li, 2010) and following brand equity (Ha & Perks, 2005). In a similar vein, for consumers with lower service expertise, they may be attracted more by interactive service innovation that features external attributes, which provides higher pleasure in use for them (Mishra et al., 2014). ...
Service robots as an example of service innovation has been of great interest to researchers as it could produce greater value‐in‐use for consumers during service encounters. However, the question of how and why service robots may affect consumers remains inadequately understood. Leveraging service‐dominant logic and the heuristic‐systematic model, Study 1 examines the impacts of service innovation types on brand equity and the moderating role of consumer expertise. Study 2 explores whether cognitive and emotional trust can bridge the underlying mechanism. We find that consumers with higher levels of service expertise rate firms with supportive innovation (vs. interactive innovation) higher in brand equity. On the other hand, service novices rate firms with both types of service innovation similarly. Emotional trust significantly mediates the effect mentioned above. In addition, consumers with high technology expertise will better recognize firms' service innovation efforts regardless of innovation type. Our findings extend the service innovation literature by demonstrating how individual‐level factors such as consumer expertise help explain the relationships between various types of service robots and consumer response. Moreover, we reveal the importance for service brands to invest in different service robots based on target groups and build emotional trust with consumers.
... The attractiveness of the product can be seen from the increasingly complete and useful features and added value that is beneficial to the customer. Strong brands can be characterized by these items always present and get good reception from customers (Hongwei and Yan, 2011) [7] . Customers can welcome a product, usually the product has its own charm and is not owned by competing products. ...
... Event Quality, as well as Brand Equity scales contained two items per variable and were adapted from Yoshida and colleagues (2013). The relationship between perceived service quality and equity of a service brand has been explored in multiple service product contexts, such as banking (Jahanzeb et al., 2013), mobile technology services (He & Li, 2011), and areas of consulting (Jensen & Klastrup, 2008). Items reflecting Event Quality focused on the overall assessment of the event delivered by the experience. ...
In sport spectatorship, past works have suggested football audiences to be particularly disparate with regards to attendance motives and attachments. As such, the purpose of this study was to investigate event experience perspectives among attendee segments at Football Championship Subdivision (FCS) games. Data were collected by self-administering surveys on-site during home games played at a public FCS Division I institution in the southeastern region of the United States. Distinguishable characteristics were explored between students, season ticket holders, and single-game purchasers by conducting Multi-group Structural Equation Modeling (SEM). SEM was used to test causal relationships among eight sportscape factors (i.e., facility design, facility maintenance, game/stadium atmosphere, crowd energy, staff, facility access, player performance, and self-service technology), and attendees' assessment of event quality and institutional brand equity. The model comparison between single game attendees, season ticket holders, and students rendered significant differences. It is evident that perceptions of event quality plays a more pronounced role in cultivating brand equity among those who do not possess partiality towards the institution and its football team (i.e., single-game attendees versus season ticket holders/students). Findings also indicated that the pervasive factor explaining event quality, regardless of spectator type, was the game's atmosphere.
... Brand equity is a multifaceted measure that takes into account several other factors, including, but not limited to, a company's "brand image," "brand identity," "brand awareness," "brand loyalty," and "brand association," among many others. He, H. and Li (2011) [7]. Brand equity results from a company's persistent marketing efforts over time. ...
Healthcare providers face a formidable obstacle in the seemingly endless stream of tasks necessary to provide quality care to patients. Among them, branding is one of the most important actions since it helps to establish a company's identity and reputation in the marketplace. Branding is the practice of associating a certain identity (such as a name, logo, slogan, or other identifier) with a business or its products in order to elicit a certain response from consumers. Branding is responsible for anything from the tunes used in commercials to the color schemes of
... Finally, different stages of economic and technological developments in other cultures may impact customers' ServBots acceptance responses. For instance, empathy is a vital service quality dimension for Asian customers for hightech services companies (He and Li 2010), while reliability is the primary service quality dimension for Western customers (Andronikidis and Bellou 2010). Therefore, such moderators could increase or decrease customers' ServBots acceptance and should be investigated in future studies. ...
Interactional justice (e.g., empathy) plays a crucial role in service recovery. It relies on human social skills that would prevent it from automation. However, several considerations challenge this view. Interactional justice is not always necessary to recover service, and progress in social robotics enables service robots to handle social interactions. This paper reviews service recovery and social robotics literature and addresses whether service robots can use interactional justice as frontline employees do during service recovery. Results show service robots can replicate interactional justice norms, although with some considerations. Accordingly, we propose a research agenda for future studies.
... This research questionnaire is based on previous research. The value perception questionnaire is based on He and Li (2010), the satisfaction questionnaire is based on Mägi (2003) and the loyalty questionnaire is based on Rabbanee et al. (2012). The data processing method in this study uses Partial Least Square (PLS). ...
This study illustrates that Gojek customer loyalty in Yogyakarta remains significant even though it is still in tight business competition. This means that Gojek management must maintain and increase customer loyalty under any circumstances. In addition, the results of this study provide insights for academics in studying and developing research in the field of marketing, especially on the topic of customer loyalty. This study illustrates that Gojek customer loyalty in Yogyakarta remains significant even though it is still in tight business competition. This means that Gojek management must maintain and increase customer loyalty under any circumstances. In addition, the results of this study provide insights for academics in studying and developing research in the field of marketing, especially on the topic of customer loyalty.
... Earlier research on perceived values mainly focused on price and quality issues, failing to come to a consensus upon a unified conceptualization and operationalization of the construct [48]. However, a common thread that runs through the various definitions is the degree to which a product is able to satisfy consumer needs and wants [49]. By integrating personal and interpersonal effects, Vigneron and Johnson [20,35] developed a conceptual framework of luxury-seeking consumer behavior. ...
For many years, the concept of sustainability and luxury has been considered a paradox. Despite scholars’ efforts to highlight the compatibility between sustainability and luxury, the limited studies have shown mixed and inconclusive evidence. By adopting the luxury-seeking consumer behavior framework, this study examines the relationship between luxury value perceptions (i.e., conspicuous, unique, social, emotional, and quality values) and sustainable luxury products consumption. It also identifies the value dimensions that most discriminate between heavy and light consumers of sustainable luxury products and examines the moderating effects of consumer income. Using 348 survey responses from actual consumers of luxury goods in Qatar, hierarchical multiple regression and discriminant analyses were conducted to test the hypothesized relationships. The results suggest that all five value perceptions explain a significant amount of variance in sustainable luxury consumption and discriminate between heavy and light sustainable luxury consumers. However, the moderating effects of consumer income in the relationship between values and sustainable luxury consumption revealed mixed results. The findings of this research provide key theoretical and managerial implications.
... However, service quality in the internet service industry is not the same. It is ineffective when measured by service quality or e-service quality [13] because the dimensions cannot address specific problems in fixed-broadband internet services. Quach, et al. [9] explain that service quality only applies to general services. ...
Evaluating user loyalty attitudes and behavior based on perceived service is a strategy for internet service providers to survive and win the competition. This study aims to analyze customer attitudinal and behavioral loyalty based on the service quality of internet service providers, namely network quality, customer service, information quality, security, and privacy. Data was collected using a questionnaire distributed to 397 users who subscribe to fixed broadband in five major cities in Indonesia (DKI Jakarta, Tangerang, Depok, Bekasi, and Bogor). The purposive sampling technique was determined from the research area with the criteria of one year of subscription to fixed broadband internet. The author uses a quantitative method with Structural Equation Modeling based on variance (PLS) to answer the hypothesis. The study results prove that all hypotheses have a positive and significant effect. Security and privacy are the most potent factors in explaining customer attitudinal and behavior loyalty.
... Các yếu tố đóng góp vào lợi ích hoặc sự từ chối trong mối quan hệ giữa KH và NCCDV dẫn đến nhận thức khác nhau về giá trị của KH (Wang & Lo, 2002). He & Li (2010) cho rằng chất lượng mạng là động lực tích cực tạo nên giá trị KH trong lĩnh vực dịch vụ điện thoại di động ở Đài Loan. Ngoài ra, một NCCDV có hiệu suất cốt lõi đáp ứng hoặc vượt quá sự mong đợi của khách hàng có khả năng phát triển mối quan hệ tin cậy hơn với KH (Eisingerich & Bell, 2008). ...
Gần đây, thị trường viễn thông di động (VTDĐ) tại Việt Nam cho thấy sự phát triển rất nóng và tồn tại nhiều yếu tố không ổn định, đặc biệt là ảnh hưởng của sự phát triển công nghệ và thay đổi chính sách liên quan. Bài viết này xem xét ảnh hưởng của các yếu tố đến giá trị cảm nhận, sự hài lòng và sự gắn kết của khách hàng (KH) trong lĩnh vực VTDĐ tại Thành phố Hồ Chí Minh (TP. HCM). Nghiên cứu sử dụng phương pháp phân tích mô hình cấu trúc tuyến tính (PLS - SEM) đối với số liệu được thu thập từ 273 KH đang sử dụng dịch vụ mạng viễn thông di động (DVMVTDĐ) của các nhà cung cấp dịch vụ (NCCDV) hiện nay. Kết quả phân tích dữ liệu chỉ ra rằng các giả thuyết đề xuất đều được ủng hộ; giá trị cảm nhận và sự hài lòng đóng vai trò trung gian giữa chất lượng hệ thống, chất lượng mạng, hình ảnh thương hiệu, chi phí sử dụng và sự gắn kết của KH với NCCDV. Hơn nữa, sự hài lòng có tác động mạnh hơn đến sự gắn kết so với giá trị cảm nhận của KH.
... These significantly explain the recommendation of the event by participants. Also, good levels of congruence make attendees feel more identified with the brand causing a tendency towards greater loyalty (He & Li, 2011). In addition, the similarity between the user and the brand allows the consumer to identify with the brand on a more personal level, contributing to the establishment of trust (Coulter & Coulter, 2002). ...
Esports events are a mainstay of the esports industry and have become increasingly popular among the younger
population. The purpose of this study was to use a predictive model to determine whether the variables of
congruence, commitment and trust could be predictors of brand recommendation of an esports event and, if so,
to what extend they did so and whether they were influenced by gender. To obtain the required information, a
questionnaire was provided, validated and made up of scales adapted from previous studies at a national esports
event organised in Sevilla, Spain. The SPSS version 25 statistical software was used for the analysis of all
results. First, a descriptive analysis of the results and a t-test for independent samples were performed, followed
by a Pearson correlation analysis to test and independence of the three predictor variables of the
recommendation. Finally, a linear regression was performed to test whether the proposed variables predicted the
recommendation and, if so, to what extent they did so. The obtained results indicate that, in general, the variables
significantly predicted the recommendation, with congruence being the most important predictor. The model as a
whole was able to explain 51% of the variance of the recommendation. When distinguishing users by gender, the
same analysis showed that the predictor variables for the recommendation remained significant in men,
explaining 53% of the variance. In contrast, in the analysis of women, there were no variables that showed
significant values for predicting the recommendation. These data demonstrated gender differences in the esports
sector, which suggests that esports event companies should change their branding strategies to avoid gender
differences.
... In doing so, 20 relevant items for measuring healthcare service quality (affordability, accessibility and acceptability) were adopted from a survey conducted previously in the Republic of Kenya by [67] to measure the constructs in the research model. The perceived value of healthcare service quality was also measured using a three-item scale developed by He and Li [68]. ...
Background
Improving healthcare quality has become an essential objective for all health institutions worldwide to address the need to improve services, manage costs and satisfy patient expectations about the quality of care. As health is one of the leading service sectors of the North Cyprus economy, analysing patients’ perceived value of healthcare service quality is crucial. In this research, a comparative analysis of existing models revealed affordability, acceptability and accessibility as the leading modern service quality indicators affecting patients’ perceived value of healthcare service quality. The quality of services is a leading factor impacting business competition and retention dictated by the current market. This study aimed to investigate the factors that influence patient perceptions of healthcare service quality in North Cyprus.
Methods
A self-administered questionnaire was carried out among 388 patients of public and private hospitals in North Cyprus, and the data were analysed using partial least squares-structural equation modelling.
Results
Empirical results highlight that the acceptability of healthcare services is a prerequisite for perceiving a high value of service quality. The affordability and accessibility of services, respectively, were less effective. Results concerning mediating effects confirm that acceptability could fully mediate the relationship between affordability and perceived value and could partially mediate the impact of accessibility on the perceived quality of healthcare services.
Conclusion
This study contributes to healthcare theory and practice by developing a conceptual framework to provide policymakers and managers with a practical understanding of factors that affect healthcare service quality.
... He & Li et. al. (2011) Authors differentiated service brands due to its nature as intangible and variable. Customers pay attention differently from non-service brands since it is more difficult to examine and evaluate. 5. ...
Employees are one of the most crucial dimensions of organizational success. For this reason, contemporary HR practices are directed towards the overall well-being of employees for enhancing their productivity as well as emotional health. With the ongoing COVID-19 crisis, employees continue to work on virtual platforms with prolonged distance from their workstations and colleagues. It has resulted in detrimental effects like shock, stress, low morale, poor interaction, and other related factors. Such issues give rise to the need for innovative HR practices to strengthen employee’s value so they are able to survive and flourish during challenging times. In this regard, the role of HR needs to bridge the gap between work balance and negative impacts of global pandemic on employee’s emotional health. With respect to this, employee resilience focuses on developing employee’s capacity to deal with risks and ambiguous situations during the times of crisis that leads to disrupted workplaces. It is necessary for organizations to develop employee resilience for enhancing their competitive advantage, business viability, and employee sustenance in the longer run. This paper aims to explore the different HR practices that can be adopted by the management to improve employee resilience. In addition to this, the paper will highlight the need for innovative HRM practices for building the new-normal at work in the near future. Thus, the paper will contribute towards HRM literature with respect to the role of Human Resources in managing workplace disruptions through developing employee resilience to ensure mental and emotional well-being.
... It refers to the product positioning in the minds of the consumers to build customers choice (Bougoure and Bennett, 2016). Consumer-based brand credibility in the service context has not been playing its due role despite research advancement in this direction (He and Li, 2011). Marketing discipline is urged a fundamental shift from the measurement of a construct to exploring its causal relationship in the area of service-based brand credibility (Spry et al., 2011). ...
Despite the widespread belief that corporate reputation is a valuable intangible asset that helps firms to compete favourably in the telecommunication industry, the scientific evidence is deficient on how corporate reputation influence customer satisfaction in the study area. The study focused on the relationship between corporate reputation and customer satisfaction. The survey research design method was employed in the study. The research instrument was a validated structured questionnaire. The reliability of the questionnaire was estimated by assessing the internal consistency of the items representing each construct. Cronbach’s alpha was used to establish the reliability of the constructs. The correlation and multiple regression analyses were used in the study. The sample size of 135 respondents was administered with the questionnaire. The finding of the analyses revealed that trustworthiness (B = 0.251, P<.001); corporate social responsibility (B = 0.283, P<.001); credibility (B = 0.198, P<.001) and reliability (B = 0.219, P<.001) were respectively significant and exhibited significant positive effects on customer satisfaction. The major conclusion that emerged from the findings is that corporate reputation is a multifaceted construct whose dimensions have significant positive relationships with marketing performance outcome of customer satisfaction in the mobile telecommunications services industry. In the competitive context, managers should apply the dimensions of corporate reputation that is appropriate for their target segment and develop their customer satisfaction strategy.
... Most investigations explore the direct link between perceived quality and brand equity in the manufacturing context (Jahanzeb, Fatima, & Mohsin Butt, 2013). He and Li (2010) investigated the relationship between overall service quality and the consumer-based brand equity of a service brand. The indicates that the empirical evidence to support a direct link between perceived quality of service and brand equity is far from conclusive and needs further investigation. ...
An issue of university development is the increasing stratification that significantly affects a higher education institution's enrollment and benefit. The higher education institution has realized that the brand increases recognized as an essential determinant of learner choice. The study identifies the components of perceived quality in higher education and examines the model of perceived quality and reputation effect on brand equity. With qualitative and quantitative research methods, the results confirm the four-factor structure of perceived quality and reputation influence brand equity in the higher education sector. The study asserts that perceived quality is considered a reflective construct, including library services, dining service, physical facilities, and academic staff responsiveness. Some managerial implications are proposed based on the research result.
... Zeithaml dalam He & Li (2010) menjelaskan, bahwa persepsi nilai adalah penilaian keseluruhan utilitas/ kegunaan suatu produk/ layanan yang diukur dengan manfaat yang diterima dikurangi dengan persepsi pengorbanan. He & Li (2010) menyebutkan bahwa persepsi nilai berpengaruh dan mengarah pada loyalitas pelanggan. Dengan demikian, jika pelanggan merasakan secara adanya emotional value, social value, performance value, price/value of money, dan manfaatnya produk atau jasa yang mereka beli dengan peeeeeeengorbanan uang, mereka cenderung loyal. ...
This study aims to determine the effect of e-service quality, information quality and perceived value on GrabBike customer loyalty through customer satisfaction. The number of respondents used in this study was 154 respondents, all respondents were users of the GrabBike service on the Grab application issued by the company PT Grab Indonesia. The instrument used in this study was a questionnaire instrument. The data from filling out the questionnaire were then analyzed using the Partial Least Square (PLS) analysis technique with the help of the SmartPLs program.Based on the results of this study, it was found that e-service quality and perceived value had a positive and significant effect on customer satisfaction and customer loyalty, while information quality had a positive and significant effect on customer satisfaction but not positive and significant on customer loyalty. The results of the indirect effect test show that e-service quality, information quality and perceived value have a positive and significant effect on customer loyalty through customer satisfaction.Keywords: e-service quality, information quality, perceived value, Partial Least Square
... Marketers are continually urged to justify the effectiveness of marketing activities recommended for deployment in enhancing the brand building process. One area warranting research attention refers to the relative importance of various marketing activities involved in the creation of consumer-based brand equity, considered as the most valuable outcome of brand-building activities (He and Li, 2010;Sasmita and Mohd Suki, 2015;Kumar, Dash and Malhotra, 2018;Sijoria, Mukherjee and Datta, 2018). ...
This book explores a number of pre-COVID aspect of international business. The chapters of this book are drawn from studies presented at an international conference held in Zhejiang Business College (Hangzhou, China), organised in collaboration with IDRAC Business School (France). Aimed at scholars and practitioners, the book provides illustrations of international best practice for conducting business beyond borders. The intention is to raise awareness of various factors that need to be taken into account before venturing into transnational operations. The authors share insights and advice on a number of challenges for international business, spanning international communications, regional economic development, emerging consumer trends, branding, expatriation, financial models, digitization, managing human resources, and tourism. Achieving sustainable success requires much more than expanding business operations overseas to reach new clients or customers, with a view to increasing profits – as this book will demonstrate.
... Researchers in the past paid much attention on the branding strategies for consumer products but unfortunately, the branding strategies for service market gained very less consideration. Theliterature confirms that there is a little work that has been done to investigate the relationship of consumer based brand equity and service quality of any service oriented firm (He and Li, 2011). Further there is a very limited research available that finds the relationship of effective brand equity with customer retention in the banking industry of Pakistan. ...
Purpose: This paper has drawn the attention to study the customer based brand equity in service sector especially in banking sector of Pakistan. The rationale of this study is to explore any relationship between different dimensions of CBBE and customer retention. Methodology/Sampling: This study has been conducted in Lahore. Convenience sample of 300 respondents has been used for data collection. The results have been established by using quantitative and qualitative techniques. Survey method was adopted to collect quantitative data through questionnaires and interviews have been conducted to collect the qualitative data through audio recorded interviews. SPSS has been utilized for quantitative data analysis and NVivo 10 has been used for qualitative data analysis. Findings: The study found that perceived quality and organizational association have significant positive relationship with customer retention. Further this study has determined the difference in CBBE among foreign, private and government banks and found the CBBE is highest in foreign banks. Practical Implications: The findings of the study is beneficial for the Government, Private and Foreign Banks to retain their customers through consumer based brand equity.
... Bir müşterinin sadakat seviyesi, ürün ve hizmetlerin kalitesinden hangi oranda tatmin olduklarına bağlıdır (Anderson, Fornell & Lehman, 1994;Back, 2005). Algılanan hizmet kalitesinin müşteri sadakati üzerindeki etkisine yönelik çalışmaların sayısının çoğaltılması mümkündür (Rauyruen & Miller, 2007;Aurier & N'Goala 2010;He & Li, 2011;Jayawardena & Farrell, 2011;Casidy, 2014;Izogo & Ogba, 2015;Mason & Moretti, 2015;Hapsari, Clemes & Dean., 2016;). Bununla birlikte algılanan hizmet kalitesinin müşteri sadakati üzerinde doğrudan etkisi olduğu (Alexandris, Kouthouris & Meligdis, 2006;Bolton & Drew, 1991) ve aynı zamanda da ikisi arasında pozitif bir ilişki olduğu da (Bloemer, Ruyter & Wetzels, 1997;Arpacı, 2015) belirtilmektedir. ...
Günümüz dünyasında hızlı gelişen teknoloji ve zorlayıcı rekabet şartlarının etkisi ile müşteri istek, beklenti ve algılarında önemli değişiklikler ve gelişmeler meydana gelmiştir. İşletmeler bu değişim ve rekabet şartlarında tüketicilerin deneyimlerine ve algılarına daha fazla ilgi göstererek sürdürülebilir başarı imkânı sağlamaktadır. Sosyal medya etkisi ile birlikte çok hızlı gelişen teknoloji, iletişim olanaklarını arttırmaktadır. Tüketiciler ne istediğini bilen ve çok daha seçici ve bilinçli tüketim eğilimi göstermektedir. Kaliteli hizmet sunumunun etkisi sonrasında müşterilerde memnuniyet, tatmin ve sadakat duygularının oluşabileceği düşünülmüştür. Bu çalışmanın amacı algılanan hizmet kalitesinin, müşteri memnuniyeti, müşteri tatmini ve müşteri sadakatine etkilerinin ölçülmesidir. Bu amaçla Gaziantep ilinde 7 şubesi ile faaliyetlerini sürdüren bir katılım bankasının 400 müşterisinden basit tesadüfi örnekleme yoluyla 2019 Mayısı’nda veriler toplanmıştır. Verilerin analizinde SPSS 21 ve Amos 24 programlarından yararlanılmıştır. Bu bağlamda analizde ilk olarak çalışmanın değişkenlerine ilişkin toplanan verilerin ortalamalarına, standart sapmalarına ve aralarındaki korelasyonlara bakılmıştır. Ardından yapısal eşitlik modeli ile oluşturulan modelin yol analizi yapılmıştır. Bu analiz ile hem kurulan hipotezler test edilmiş hem de var olan ilişkileri ortaya koyan en uygun modelin tespit edilmesi amaçlanmıştır. Analiz sonucunda algılanan hizmet kalitesinin müşteri memnuniyeti, müşteri tatmini ve sadakatini anlamlı olarak etkilediği ve memnuniyetin, tatmin ve sadakat ile anlamı etkileşiminin olduğu tespit edilmiştir.
Purpose
This study aims to propose a research framework grounded in the technology acceptance model (TAM) to assess the new service experiences in the medical industry through examining the intention to use online-to-offline (O2O) medical platforms. It focuses on the connections between immediacy of connection, context-based affordability, reliability and perceived convenience and perceived usefulness. This study also looks at how these determinants affect users’ intentions to use O2O medical platforms, with a particular emphasis on the moderating effect of customer online reviews.
Design/methodology/approach
This study was a quantitative research endeavour grounded in the TAM model that analysed usage intention of O2O medical platforms. Conducted in Sarawak, within the Borneo region, a total of 251 rows of data were collected by questionnaire and underwent initial analysis using SPSS, followed by a more in-depth two-stage partial least squares structural equation model analysis conducted with SmartPLS4.
Findings
According to this study’s findings, perceived usefulness and perceived convenience are significantly impacted by the proposed predictors – immediacy of connection, context-based affordability and reliability. Furthermore, intention to use O2O medical platforms was discovered to have a positive and significant impact from perceived usefulness and perceived convenience. It is noteworthy that the association among perceived convenience and perceived usefulness – which leads to usage intention of O2O medical platforms – did not show the moderating effect of customer online reviews.
Research limitations/implications
The findings suggested that context-based affordability, immediacy of connection and reliability need to be focused on by the information and communication technology developers, policymakers and medical professionals, as these variables can influence perceived convenience and usefulness, which will further impact the intention to use O2O medical platforms.
Originality/value
The formulated research framework holds significance in comprehending the usage intention of O2O medical platforms among consumers in Sarawak. O2O medical platforms have experienced global growth; however, limited studies were found in the Malaysian context. Hence, the objective of this study is to examine the intention to use O2O medical platforms in a relatively understudied area, specifically in Sarawak, an island located in Borneo, Malaysia.
Customer service is a significant factor in creating brand value, however it is still poorly understood how it relates to customer behaviour and efficiency of a company’s marketing funnel. The paper attempts to examine this relationship within the Fintech industry. Methodologically, the study rests on the postulates of marketing theory on customer experience management and a company’s brand value co-creation. Among the research methods is primary data statistical processing through the A/B testing. Empirical data come from a Nigerian fintech company’s internal reports on customer behaviour and cover information collected by customer support. The A/B testing on a sample of 1,964 customers showed a 14.2% conversion in the test group provided with a tailored customer service, which is 3.96 percentage points in absolute terms, or 38.7% in relative terms, higher than in the control group with a conversion of 10.2%. Our experiment demonstrated a statistically significant difference (97.7%) between the groups, thus demonstrating the effectiveness of the targeted customer service in improving customer conversion metrics. The theoretical and practical findings confirm the hypothesis that customer service is a co-creator of brand value, and this impact can be utilized to enhance the efficiency of the company’s marketing funnel. The authors plan further research into the applicability of the methodology to customers in other countries and sectors.
Objective –This study investigates the role of customer service support (CSS) in co-creating brand value and enhancing corporate performance in the fintech industry. The research focuses on analyzing the impact of CSS on the customer journey from registration to first deposit. Methodology – The study utilizes historical data analysis and A/B testing. Client data from a leading fintech company is analyzed to compare conversion rates between those who used CSS versus those who did not. An A/B test is then conducted using a specialized support team targeting clients who haven’t made a deposit and had less than 2 chats with CSS. Findings –Clients who used CSS before depositing had 5 times higher conversion rates. The A/B test found a 3.1 percentage point (9.3% relative) increase in conversion from using targeted support. Novelty –This study provides new empirical evidence on the impact of CSS as a brand value co-creator in fintech, with a novel methodology to enhance corporate performance. Type of Paper: Empirical JEL Classification: M14, M31. Keywords: Brand value; Brand co-creation; Fintech; Customer service; Performance Reference to this paper should be made as follows: Syropyatov, V.V; Arenkov, I.A; Sajid, S; Mahar, D.H. (2023). Leveraging Customer Service Support to Enhance Brand Value and Corporate Performance: Evidence from the Fintech Industry, J. Fin. Bank. Review, 8(3), 116 – 124. https://doi.org/10.35609/jfbr.2023.8.3(1)
Article Info Abstract Article type: Research Article Given the importance of service quality in the development of sports brands, the overall purpose of this study was to study the role of service quality dimensions in the brand equity of the Iranian football clubs based on the SERVQUAL model. The study was a descriptive-survey research and a practical one. The research population consisted of all football fans in Iranian Premier League who had experience of attending in their favorite team stadium. Due to the lack of accurate and reliable statistics of the number of fans, the statistical sample was calculated using Cochran's formula. Using available purposive sampling, 210 fans were surveyed as the research sample. Data were collected using Brand Equity Questionnaire developed by Yoo and Donthu (2001) and SERVQUAL questionnaire developed by Jaberi et al. (2013). Eight experts in the field of sports management and marketing confirmed the face and content validity of the research tools. The reliability of the research tools were verified based on Cronbach's alpha. Structural equation modeling was used to test the research hypotheses. According to the research findings, service quality had a positive and significant effect on brand equity of Iranian Premier League clubs. The results showed that service quality components (Tangibles, Reliability, Responsiveness, Assurance, and Empathy) had a significant and positive effect on brand equity of football clubs in Iranian Premier League. According to research findings, promoting and improving the service of Iranian football clubs can play a key role in developing their brand equity.
Este artigo estuda as relações entre os antecedentes do brand quity e os subsequentes que são moderados pelos serviços mais lembrados no contexto dos subprojetos estratégicos da cidade digital de Fortaleza. O marco conceitual é a literatura de última geração sobre brand equity e cidade digital estratégica. O estudo baseia-se em percepções individuais, coletadas por meio de uma pesquisa realizada via redes sociais com amostra não probabilística, composta por 191 cidadãos usuários dos serviços oferecidos no site de Fortaleza. A modelagem de equações estruturais foi utilizada para testar as hipóteses, e os resultados mostram que a atitude do cidadão, na preferência dos serviços de Fortaleza, na intenção de uso desses, é moderada, quando os serviços mais lembrados estão presentes, contribuindo, assim, para a literatura de marca e estratégias para as cidades digitais.
Due to the economic contributions of the tourism sector to the country's budget, the activities carried out regarding the branding of destinations are gaining importance day by day. In this direction, one of the important requirements of creating a sustainable destination brand through creating a re-visit intention is to create brand equity in destinations. In this study, it was aimed to determine the elements that make up Fethiye's consumer-based brand equity and to reveal the role of brand satisfaction that is affected by these elements on the destination brand preference. According to the findings obtained from 1168 tourists participating in the study, it has been determined that the destination brand equity perceptions of tourists visiting Fethiye differ between local and foreign tourists. The study also revealed that brand satisfaction has a moderator role in the effect of destination brand equivalence on brand preference. The research results are expected to guide the destination branding decisions of tourism stakeholders in Fethiye and contribute to future studies on Fethiye in the field of destination marketing.
Due to the direct economic contributions of the tourism sector to the country budget, the most important premise of branding of destinations and creating preferable destination brands by creating the intention of re-visiting tourists is to create brand equity in touristic destinations. In this study, it was aimed to determine the elements that make up Fethiye's consumer-based brand equity and to determine the role of brand satisfaction in the effect of these elements on the destination brand preference. According to the findings obtained from 1168 tourists participating in the study, it has been determined that the destination brand equity perceptions of tourists visiting Fethiye differ between local and foreign tourists, and brand satisfaction has a moderator role in the effect of destination brand equivalence on brand preference. The research results are expected to guide the destination branding decisions of tourism stakeholders in Fethiye and contribute to future studies in Fethiye in the field of destination marketing.
This study explores the impact of indoor environmental quality (IEQ) (i.e., indoor air quality, thermal comfort, acoustic quality, and interior space and furnishings) on overall service quality (OSQ), customer satisfaction, and customer loyalty. Hotel guests were selected to examine the proposed IEQ model developed grounded on the Mehrabian-Russell model and Bitner’s conceptual model. To analyze the data, the PLS-SEM was utilized. Results indicate the following significant relationships: between interior space and furnishings and OSQ, between interior space and furnishings and customer satisfaction. Results also show that two significant factors influencing customer satisfaction are thermal comfort and IAQ. In turn, they influence customer loyalty. Implications for researchers and managers are discussed.
In this article, the authors examine new product extension strategies that are likely to be effective in building brand equity. The framework accounts for mixed findings in brand equity literature by identifying motivation as a factor that moderates the dilution and enhancement effects observed in prior research. The authors find that the typicality of the extension and consumers' level of motivation determine the effect of extensions on family brand name. In high-motivation conditions, incongruent extensions are scrutinized in detail and lead to the modification of family brand evaluations, regardless of the typicality of the extensions. However, in low-motivation conditions, brand evaluations are more extreme in the context of high (versus low) typicality. The less typical extension is considered an exception, which reduces its impact on evaluations. Results also show that brand name dilution or enhancement can occur in response to congruent extensions. However, processes that underlie the effect of congruent information are somewhat different.
In this article, we provide guidance for substantive researchers on the use of structural equation modeling in practice for theory testing and development. We present a comprehensive, two-step modeling approach that employs a series of nested models and sequential chi-square difference tests. We discuss the comparative advantages of this approach over a one-step approach. Considerations in specification, assessment of fit, and respecification of measurement models using confirmatory factor analysis are reviewed. As background to the two-step approach, the distinction between exploratory and confirmatory analysis, the distinction between complementary approaches for theory testing versus predictive application, and some developments in estimation methods also are discussed.
If service quality relates to retention of customers at the aggregate level, as other research has indicated, then evidence of its impact on customers' behavioral responses should be detectable. The authors offer a conceptual model of the impact of service quality on particular behaviors that signal whether customers remain with or defect from a company. Results from a multicompany empirical study examining relationships from the model concerning customers' behavioral intentions show strong evidence of their being influenced by service quality. The findings also reveal differences in the nature of the quality-intentions link across different dimensions of behavioral intentions. The authors' discussion centers on ways the results and research approach of their study can be helpful to researchers and managers.
Extant research on the relationship between consumer image congruence and retail store choice suggests that there exist four types of self congruity (actual self-congruity, social self-congruity, ideal self-congruity, and ideal social self-congruity) based on the identification of four types of self-concept (actual self-image, social self-image, ideal self-image, and ideal social self-image). Mixed results have been produced by research undertaken in the western context particularly in terms of which type(s) of self-congruity is(are) significantly related to consumer attitudes and behaviour. To assess further the predictive power of different types of image-congruity, we conducted an empirical study among Chinese consumers on the relationship between self-congruity, satisfaction, perceived value and store loyalty. China was chosen for this study because recent entry of European and American retailers in China exerts strong need for better understanding of retail consumer behaviour. Moreover both anecdotal and literature evidences suggest that Chinese consumers could differ significantly from the western counterparts in terms of how their self-congruity influences their shopping behaviour. The results of structural equation modelling on our sample (n=320) indicate that consumer attitude and store loyalty are mainly driven by self consistence and social confirmation (i.e., actual self-congruity and social self-congruity) rather than by self-enhancement or esteem (i.e., ideal self-congruity and ideal social self-congruity). Our finding offers strong managerial implications for western retailers' marketing strategies in the Chinese market.
As customer-organization relationships deepen, consumers increase their expertise in the firm’s product line and industry
and develop increased switching costs. This study investigates the effects of customer investment expertise and perceived
switching costs on the relationships between technical and functional service quality and customer loyalty. Technical service
quality is hypothesized to be a more important determinant of customer loyalty than functional service quality as expertise
increases. Both technical and functional service quality are hypothesized to have a reduced relationship with customer loyalty
as perceived switching costs increase. Three-way interactions between the main effects of service quality, customer expertise,
and perceived switching costs yield additional insight into the change in relative importance of technical and functional
service quality in customers’ decision to be loyal. Six of eight hypotheses receive support. Implications are discussed for
customer relationship management over the relationship life cycle.
The research presented in this article addresses the issue of the significance and relative importance of the determinants of extension success by simultaneously investigating ten success factors. The empirical analysis considers the direct relationships between success factors and extension success, the structural relationships among investigated factors, and moderating effects. The authors find that fit between the parent brand and an extension product is the most important driver of brand extension success, followed by marketing support, parent-brand conviction, retailer acceptance, and parent-brand experience. The authors also find several important structural relationships among the investigated success factors (e.g., marketing support → fit → retailer acceptance → extension success). Finally, the interaction terms of fit with the quality of the parent brand and with parent-brand conviction are statistically significant, albeit of relatively low importance.
It is a marketplace reality that marketing managers sometimes inflict switching costs on their customers, to inhibit them from defecting to new suppliers. In a competitive setting, such as the Internet market, where competition may be only one click away, has the potential of switching costs as an exit barrier and a binding ingredient of customer loyalty become altered? To address that issue, this article examines the moderating effects of switching costs on customer loyalty through both satisfaction and perceived-value measures. The results, evoked from a Web-based survey of online service users, indicate that companies that strive for customer loy-alty should focus primarily on satisfaction and perceived value. The moderating effects of switching costs on the association of customer loyalty and customer satisfaction and perceived value are significant only when the level of customer satisfaction or perceived value is above average. In light of the major findings, the article sets forth strategic implications for customer loyalty in the setting of elec-tronic commerce. © 2004 Wiley Periodicals, Inc. In the consumer marketing community, customer loyalty has long been regarded as an important goal (Reichheld & Schefter, 2000). Both mar-keting academics and professionals have attempted to uncover the most prominent antecedents of customer loyalty. Numerous studies have
This study proposes an integrated framework explaining loyalty responses in high-involvement, high-service luxury product
markets. The model is rooted in the traditional (attribute satisfaction)-(overall satisfaction)-(loyalty) chain but explicitly
incorporates facility versus interactive service quality, trust, specific asset investment (SAI), and product-market expertise.
The authors focus on disentangling the direct versus indirect effects of model constructs on attitudinal versus behavioral
loyalty responses. The results support the traditional chain but also show loyalty can be increased by building a trustworthy
image and creating exchange-specific assets. The authors found that overall satisfaction is the precursor both to loyalty
and to building SAI. Finally, consumers have different costs in reducing adverse selection problems with information, and
thus the negative effect of product-market expertise on behavioral loyalty needs to be controlled if the direct versus indirect
effects of model constructs on loyalty are to be disentangled.
The purpose of this paper is to elucidate how service quality cues and customer value are related, and explores the internal composition of this relationship. Samples were collected using a questionnaire, which had assessed the quality of the researcher's measurement efforts by investigating reliability and validity. Functional value is found to be affected mainly by reliable cues and accuracy of service quality, whereas conditional value is influenced by responsiveness of service quality. Furthermore, emotional value is found to be affected mainly by empathy of service quality, whereas social value is influenced by tangible cues of service quality. Finally, epistemic value is affected by responsiveness service quality. For future research, other external cues may influence perception of customer value with extrinsic information should be discussed. In practice, hotel managers can hone the relevant cues and optimise investments to raise service quality. Finally, this study provides a new shape of ‘structural’ relationships among five service quality cues and five types of customer value.
The authors examine the growing and pervasive phenomenon of brand alliances as they affect consumers' brand attitudes. The results of the main study (n = 350) and two replication studies (n = 150, n = 210) together demonstrate that (1) consumer attitudes toward the brand alliance influence subsequent impressions of each partner's brand (i.e., "spillover" effects), (2) brand familiarity moderates the strength of relations between constructs in a manner consistent with information integration and attitude accessibility theories, and (3) each partner brand is not necessarily affected equally by its participation in a particular alliance. These results represent a first, necessary step in understanding why and how a brand could be affected by "the company it keeps" in its brand alliance relationships.
The study examines issues related to service quality and customer loyalty in the commercial airline industry. The results of an empirical study, using data collected on two air carriers, indicate that current levels of perceived service quality are below potential and that customer loyalty to airlines is low. A significant relationship was found to exist between service quality (carrier image) and retained preference, a measure of customer loyalty.
The constructs of service quality, satisfaction and value are discussed. Instruments are identified and exploratory research is undertaken among customers of an audit firm to determine whether value plays a moderating role between service quality and satisfaction. Results from a moderated regression confirming such a role for value are reported. Implications are drawn and opportunities for further research are highlighted.
Service loyalty, with its final effect on repurchasing by customers, appears to have received relatively little attention. This study starts by first delineating the concept of service loyalty and proceeds to distinguish between service quality and customer satisfaction. A mediational model that links service quality to service loyalty via customer satisfaction is proposed. Appropriate measures are identified and a postal survey is undertaken among 1,000 retail banking customers. A response rate of 20.5 per cent is obtained. Results indicate that customer satisfaction does play a mediating role in the effect of service quality on service loyalty. The effects of a number of demographic indicators on service loyalty are also reported. Implications are discussed, limitations of the study are noted and possible areas for further research are indicated.
The turbulent 1990s typified by increased product development and
marketing costs as well as increasing international competition,
focussed marketing managers on cost-saving tactics to increase
competitiveness. One of the most important effects was to make brand
extensions more compelling and frequent. While leveraging the brand
equity of a successful brand promises to make introduction of a new
entry less costly, success depends on the underlying brand knowledge and
image among consumers. Explores the consumer dimensions of brand equity,
the benefits and dangers of brand extension, and culminates in a series
of implications and recommendations for successful brand extensions.
The authors develop a framework for understanding the behaviors and practices of service providers that build or deplete consumer trust and the mechanisms that convert consumer trust into value and loyalty in relational exchanges. The proposed framework (1) uses a multidimension al conceptualization for the trustworthiness con- struct; (2) incorporates two distinct facets of consumer trust, namely, frontline employees and management poli- cies and practices: and (3) specifies value as a key mediator of the trust-loyalty reiationship. The authors test the proposed modei using data from two sennce contexts—retail clothing (N = 264) and nonbusiness airline travel (N = 113). The results support a tripartite view of tmstworthiness evaluations along operational competence, operational benevolence, and problem-solving orientation dimensions. Moreover, the authors find evidence of contingent asymmetric reiationships between trustworthiness dimensions and consumer trust. For frontline employees, benev- olent behaviors demonstrate a dominant "negativity" effect (i.e., a unit negative perfomnance has a stronger effect than a unit positive performance), whereas problem-solving orientation has a dominant "positivity" effect (i.e., a unit positive perfonnance has a stronger effect than a unit negative perfonnance). Value compieteiy mediates the effect of frontline employee trust on loyalty in the retaiiing context and partially mediates the effect of management poji- cies and practices tmst on loyalty in the airlines context. The role of frontline employees is more critical in the retaii- ing context, whereas management practices and policies play the dominant roie in the airlines context. Overaii, the proposed framework successfully models trust and loyalty mechanisms across the two industries examined in the study, while remaining sensitive to essential contextuai differences.
Evidence from past research and insights from an exploratory investigation are combined in a conceptual model that defines and relates price, perceived quality, and perceived value. Propositions about the concepts and their relationships are presented, then supported with evidence from the literature. Discussion centers on directions for research and implications for managing price, quality, and value.
This study finds that factors relevant to service quality are better conceived as its antecedents rather than its components and that customer satisfaction strongly mediates the effect of service quality on behavioral intentions. The article discusses the application of this chronological framework in understanding and predicting service quality and its consequences. The study also finds that perceptions and measured disconfirmation offer several advantages over computed disconfirmation (i.e., difference scores), and that a cross-sectional measurement design for service quality is preferred to a longitudinal design. The article discusses the implications of these findings for practitioners and for future research on service quality.
textlessptextgreaterThe attainment of quality in products and services has become a pivotal concern of the 1980s. While quality in tangible goods has been described and measured by marketers, quality in services is largely undefined and unresearched. The authors attempt to rectify this situation by reporting the insights obtained in an extensive exploratory investigation of quality in four service businesses and by developing a model of service quality. Propositions and recommendations to stimulate future research about service quality are offered.
Value creation is widely discussed in the practitioner literature and is often a part of organizations’ mission statements and objectives. It is seen by many commentators as the key to long-term success, with Albrecht (1992, p 7) arguing that “the only thing that matters in the new world of quality is delivering customer value.” Despite this emphasis, little research has addressed the value construct itself and there is no well-accepted value measure, even in the retail environment in which customers evaluate products before purchase.The present research project describes the development of a 19-item measure, PERVAL, that can be used to assess customers’ perceptions of the value of a consumer durable good at a brand level. The measure was developed for use in a retail purchase situation to determine what consumption values drive purchase attitude and behavior. Four distinct, value dimensions emerged that were termed emotional, social, quality/performance and price/value for money. The reliability and validity of the scale was assessed in a prepurchase situation, using exploratory and confirmatory analyses. All four value dimensions were found to help significantly in explaining attitudes and behavior. The scale was also tested in a postpurchase situation and found to be both reliable and valid in this context as well. The PERVAL scale has a variety of potential applications and can serve as a framework for further empirical research in this important area.
This study uses a dental setting to test cultural sensitivity to several existing scales for measuring satisfaction and service quality. Expected level of service and performance were controlled and manipulated by using a two by two experimental design. Hispanics, specifically Mexican-Americans, were chosen as the ethnic group to test cultural sensitivity. The sample consisted of 378 adult respondents primarily from metropolitan El Paso, Texas. Findings indicate that the satisfaction and service quality scales tested were indeed culturally sensitive, with Mexican-Americans indicating significantly higher levels of satisfaction expressed and service quality perceived at the .05 level than Anglos in the same service situation.
In this article, the authors explore the effects of different dimensions of brand loyalty towards the original brand on the evaluation of brand extensions Recent research on consumer reactions to brand extension has not investigated this relationship. We find that a high affective relationship towards the parent brand may reduce the evaluation of brand extensions. Second, loyal behavioral intention towards the parent brand is important for reaching a positive evaluation of extensions. Finally, self-image relationship towards the parent brand is found to increase the evaluation of brand extensions.
In this article, the authors examine the circumstances in which brand names convey information about unobservable quality. They argue that a brand name can convey unobservable quality credibly when false claims will result in intolerable economic losses, These losses can occur for two reasons: (1) losses of reputation or sunk investments and (2) losses of future profits that occur whether or not the brand has a reputation. The authors test this assertion in the context of the emerging practice of brand alliances. Results from several studies are supportive of the premise and suggest that, when evaluating a product that has an important unobservable attribute, consumers' quality perceptions are enhanced when a brand is allied with a second brand that is perceived to be vulnerable to consumer sanctions. The authors discuss the theoretical and substantive implications for the area of brand management.
The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i. e., a set of brand associations). Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research.
The purpose of competitive strategy is to achieve a sustainable competitive advantage (SCA) and thereby enhance a business's performance. The authors focus on the distinctive organizational skills and resources underlying SCA in service industries and the moderating effects of the characteristics of services, service industries, and firms within an industry on the skills and resources underlying a business's competitive positional advantages. The proposed conceptual model of SCA in service industries and propositions builds on relevant literature in the fields of marketing, strategic management, and industrial organization economics.
This article compares eleven different consumer-based brand equity measures and evaluates their convergence. Predictive validity at the individual and aggregate levels is also investigated. Measures based on the dollar metric method and discrete choice methodology predict choices extremely well in a simulated shopping environment, as well as purchase-intention and brand-quality scales.
Two studies were conducted to obtain insights on how consumers form attitudes toward brand extensions, (i. e., use of an established brand name to enter a new product category). In one study, reactions to 20 brand extension concepts involving six well-known brand names were examined. Attitude toward the extension was higher when (1) there was both a perception of "fit" between the two product classes along one of three dimensions and a perception of high quality for the original brand or (2) the extension was not regarded as too easy to make. A second study examined the effectiveness of different positioning strategies for extensions. The experimental findings show that potentially negative associations can be neutralized more effectively by elaborating on the attributes of the brand extension than by reminding consumers of the positive associations with the original brand.
The present study examines the relationships among customer satisfaction, service quality and perceived value. These variables are increasingly recognised as being sources of competitive advantage. However, little empirical research has been conducted to examine these variables simultaneously and their relationships with post-purchase behaviour. The present study was therefore designed to develop an understanding of the relationships among these variables and their influence on postpurchase behaviour. An integrative model was developed and tested using data collected from customers in the restaurant industry. The results reveal that customer satisfaction and perceived value significantly influence post-purchase behaviour. Implications of the findings and areas for future research are discussed.
This article develops an information economics perspective on the value (or equity) ascribed to brands by consumers. Unlike research based on cognitive psychology, the proposed signaling perspective explicitly considers the imperfect and asymmetrical information structure of the market. It motivates the role of credibility (determined endogenously by the dynamic interactions between firms and consumers) as the primary determinant of consumer-based brand equity. Thus, when consumers are uncertain about product attributes, firms may use brands to inform consumers about product positions and to ensure that their product claims are credible. Thus, brands may signal product positions credibly. Brands as market signals improve consumer perceptions about brand attribute levels and increase confidence in brands' claims. The reduced uncertainty lowers information costs and the risk perceived by consumers, thus increasing consumers' expected utility. This chain of relations that drives consumer-based brand equity is presented as a structural model and tested empirically in the linear structural relations framework using survey data on jeans and juice. The results are consistent with the proposed relations embodied in the signaling perspective on brand equity.
The importance of customer perceived value (CPV) has been advocated in numerous publications over the recent years. The research presented in this article aims at 1) understanding drivers of customers' perception of economic value, especially when the service provided has high a degree of intangibility, and 2) assessing the consequences of value perceptions. The authors present a theoretical model of antecedents and consequences of CPV in a B2B service industry setting. Corporate reputation, information sharing, distributive fairness and flexibility are modeled as drivers of CPV whereas word-of-mouth (WOM) and search for alternatives (loyalty measures) represent the effects of CPV. A test of the hypothesized model using structural equation modeling showed that corporate reputation had substantially stronger effect on CPV than the other drivers measured. This indicates that when the intrinsic nature of service performance is hard to evaluate, corporate reputation works as substantial shorthand for value. Finally, customers' perceptions of economic value increase their likelihood of recommending the supplier and reduce their tendency to seek information about alternatives.
Purpose
The purpose of this paper is to study the formation of a consumer's attitude towards a supplier, given the identification of the key indicators of perceived relationship quality, and their links with one another and with the perceived value of a purchase.
Design/methodology/approach
Three cities were chosen, in different regions of Spain, and of different sizes. A total of 402 valid interviews were carried out in two industries: tile manufacturing and tourism. The selection procedure was random.
Findings
The results show that the consumer's satisfaction is the main basis for perceived relationship quality. The paper likewise verifies the importance of transaction‐level evaluations for perceived relationship quality. The automatic affective reactions generated in the consumer in the first moments, and the social impact of the purchase, are aspects that determine perceived relationship quality. The paper also looks at the importance of considering commitment as an attitude.
Research limitations/implications
The intention to repurchase should be incorporated, together with the social norms identified, in the model of Fishbein and Ajzen.
Practical implications
To gain a customer's loyalty it is necessary to achieve his/her satisfaction. A supplier must pay attention to customers' trust and commitment throughout all transactions. Suppliers must take care of the quality of their products and the attention given by the contact personnel, paying special attention to certain emotional aspects relating to customers' enjoyment of the product and to their stay in the sales outlet during the process of deciding to purchase.
Originality/value
The paper clarifies two new concepts, perceived value and the quality of the relationship, and empirically verifies the causal relationship between them, in two different industries.
This study investigates specific antecedents of perceived service quality in the Internet environment for trust to a retail store, experience with e-commerce, Internet familiarity, excitement with e-commerce, extent of using e-commerce, frequency of purchases from a company, in addition to exploring the reasons for shopping on line: such as price discounts, convenience, product availability, and purchase conditions. The results indicate that perceived e-service quality is comprised of four key dimensions: information, user friendliness, interaction / adaptation and aesthetics. Moreover, the study reveals that different dimensions of perceived e-service quality are influenced by diverse antecedents. For instance, whilst customer trust to a company influences all four dimensions, Internet familiarity has an impact solely on user friendliness. This picture remained when the type of store, either pure dot. com versus hybrid retailer, was tested as a moderator variable. Implications for practice, the limitations of the study, and directions for future research are discussed.
The statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined. A drawback of the commonly applied chi square test, in addition to the known problems related to sample size and power, is that it may indicate an increasing correspondence between the hypothesized model and the observed data as both the measurement properties and the relationship between constructs decline. Further, and contrary to common assertion, the risk of making a Type II error can be substantial even when the sample size is large. Moreover, the present testing methods are unable to assess a model's explanatory power. To overcome these problems, the authors develop and apply a testing system based on measures of shared variance within the structural model, measurement model, and overall model.
Studies on call centres suggest that there is a focus on efficiency at the expense of effectiveness, where effectiveness is indicated by characteristics such as customer orientation, service priorities and quality. It therefore appears that customers will expect and experience low levels of service quality from call centres, with possible implications for their loyalty to the providing organisation. These issues are the focus of this study. A mail survey was conducted of recent clients of two call centres in Australia. The respondents were individual consumers in an insurance company (n = 284, 14 per cent) or business customers of a bank (n = 325, 16 per cent). Key findings are similar for the two samples. Both perceptions of quality and customer orientation of the call centre were related to loyalty to the providing organisation, and perceptions of quality partially mediated the customer orientation to loyalty relationship. The discussion includes managerial implications and potential future research.
While the brand equity associated with tangible goods has received a great deal of attention in the literature, a basic understanding of the nature of brand equity for services has yet to emerge. Most of what is known about brand equity for services is based on theoretical or anecdotal evidence. In addition, the presumed differences in brand equity associated with search-dominant, experience-dominant, and credence-dominant services has yet to be empirically examined. The objectives of this study are threefold: to empirically test whether brand equity is more important for services than for tangible goods, to test whether the presumed differences in brand equity for search-, experience-, and credence-dominant services can be confirmed in an empirical examination, and to assess whether consumer knowledge of a product category has an effect on the importance of brand equity across product types. Contrary to suppositions in the literature, the results indicate that brand equity is more important for tangible goods than for services. In addition, the results do not support the presumed differences between service types as brand equity for search-dominant services is more important than for both experience- and credence-dominant services. The same pattern of results is achieved when consumer knowledge of each product category is included as a covariate.
Co-branding is an increasingly popular technique marketers use in attempting to transfer the positive associations of the partner (constituent) brands to a newly formed co-brand (composite brand). This research examines the effects of co-branding on the brand equity of both the co-branded product and the constituent brands that comprise it, both before and after product trial. It appears that co-branding is a win/win strategy for both co-branding partners regardless of whether the original brands are perceived by consumers as having high or low brand equity. Although low equity brands may benefit most from co-branding, high equity brands are not denigrated even when paired with a low equity partner. Further, positive product trial seems to enhance consumers’ evaluations of co-branded products, particularly those with a low equity constituent brand. Co-branding strategies may be effective in exploiting a product performance advantage or in introducing a new product with an unfamiliar brand name.
This research examines brand alliances, a specific marketing strategy designed to transfer the positive brand equity of two or more partner brands to the newly created joint brand. The study explores how customer-based brand equity (that is, brand equity as seen from the customer's perspective) of partner brands affects consumer evaluations of an alliance brand; how the brand equity of one partner brand affects the other; how customer-based brand equity of the partner brands affects consumers' evaluations of the search, experience, and credence attribute performance of the alliance brand; and how product trial influences such evaluations. Results suggest that merely the act of pairing with another brand elevates consumers' evaluations of the partner brands' customer-based brand equity, and high-equity partners enhance pretrial evaluation of experience and credence attributes that are relevant to the high-equity partner. As hypothesized, product trial moderates the equity value of the alliance partner for experience attributes, and brand equity of the partner brands influences consumer perceptions of the alliance brand's equity. © 2004 Wiley Periodicals, Inc.
A model is introduced which posits that store loyalty is primarily determined by store-image evaluation and shopping-complex
loyalty. Store image-evaluation, in turn, is hypothesized to be determined, to a major extent, by self-image/store-image congruity,
and shopping-complex loyalty by area loyalty and socioeconomic status. The model was tested using a path analytic procedure
and the results were consistent with the model. A replication study was attempted and the results reinforced the validity
of the proposed model.
Current measures of service quality do not adequately capture customers’ perceptions of service quality for retail stores
(i.e., stores that offer a mix of goods and services). A hierarchical factor structure is proposed to capture dimensions important
to retail customers based on the retail and service quality literatures as well as three separate qualitative studies. Confirmatory
factor analysis based on the partial disaggregation technique and cross-validation using a second sample support the validity
of the scale as a measure of retail service quality. The implications of this Retail Service Quality Scale for practitioners,
as well as for future research, are discussed.
European Business Management School, University of Wales, Swansea, UK The trend towards internationalization in many service industries has increased the need for both managers and academics to collect cross-cultural/national consumer-perceived service quality data. Failure to establish cross-cultural equivalence and to detect differences in cross-national response bias will, however, affect data comparability, may invalidate the research results and could therefore lead to incorrect inferences about attitudes and behaviours across national groups. By initially focussing on developments in the mono-cultural service quality literature, a framework is presented whereby academics and managers can assess the potential impact of these international measurement issues. Existing cross-cultural service quality literature is reviewed and the extent to which these issues are addressed is highlighted. Methods for detecting and correcting cross-national response biases are discussed.
Consumers’ access to the Internet has greatly expanded their ability to compare offers across a wide array of retailers. In some particular industries (i.e., music), the Internet has also provided consumers with unprecedented opportunities to consider retail offers involving physical goods (i.e., CDs) alongside specialized services. As shown in this paper, these circumstances have important implications for the design and management of customer relationships. These circumstances also permeate relationships across retail and wholesale echelons in music supply chains. In particular, an empirical analysis shows that online consumer access to information on CD retail markups compels retailers to market a level of service quality that is consistent with that markup information. However, limitations in consumer access to markup data, available only to wholesalers and to Internet retailers, allow retailers to inversely link their markups to the fulfillment service quality offered to consumers with wholesaler support.
The following study both synthesizes and builds on the efforts to conceptualize the effects of quality, satisfaction, and value on consumers’ behavioral intentions. Specifically, it reports an empirical assessment of a model of service encounters that simultaneously considers the direct effects of these variables on behavioral intentions. The study builds on recent advances in services marketing theory and assesses the relationships between the identified constructs across multiple service industries. Several competing theories are also considered and compared to the research model. A number of notable findings are reported including the empirical verification that service quality, service value, and satisfaction may all be directly related to behavioral intentions when all of these variables are considered collectively. The results further suggest that the indirect effects of the service quality and value constructs enhanced their impact on behavioral intentions.
The authors investigated the empirical generalizability of existing brand extension research results. Using a comprehensive data set compiled from two large-scale consumer samples and panel data, they address the generalizability of empirical findings (1) beyond the lab to conditions with real extensions, (2) across fast-moving consumer goods product categories, (3) across different types of parent brands, (4) across respondents (students versus non-students), and (5) across success measures (attitude versus market-based success measures). Many important results of brand extension research generalize, to a certain extent, across all five areas of empirical generalization. However, some notable differences occurred (e.g., between different types of parent brands). Beyond its implications for brand extension research, this study underscores the need for the development of empirical generalizations that provide sound knowledge to practitioners and academics.
The definition and measurement of service quality as a 5-dimensional construct, as in SERVQUAL, appears to suffer from a number of methodological shortcomings. A review of the potential problems and the findings from an empirical study are presented in this article. The findings suggest that the dimensionality of service quality may depend on the type of services under study. The use of mixed-item wording and the current operationalization of service quality on the basis of gap scores appear in the process of using SERVQUAL, the results of this study suggest to exercise caution. Suggestions are provided with implications for theory development and measurement in the service marketing area.