Current Issue : April - June Volume : 2017 Issue Number : 2 Articles : 5 Articles
The mobile application industry has more actions and services in recent years due to\nconsumer demand. The purpose of this study is to explain the relationships among perceived\nvalue, satisfaction, and customer loyalty in the paid mobile application industry. Moreover,\nthis study develops and tests a conceptual model that offer a value perspective in\nunderstanding customer loyalty toward paid mobile applications. To achieve this aim,\nperceived value and customer satisfaction must be measured and ââ?¬Å?switching costsââ?¬Â identified.\nThis study also takes a value component perspective from Bernardo, Marimon and del Mar\nAlonso-Almeida (2012) to confirm how the two types of switching costs (monetary vs.\nnonmonetary switching costs) moderate the link in perceived value, satisfaction, and loyalty in the instance of a paid entertainment mobile application. The results from an online survey\nindicate that the switching costs had a moderating effect on the relationship between\nperceived value and loyalty, and the satisfaction and loyalty of using paid mobile applications.\nWith respect to the findings, the moderating effect of switching cost play a critical role in\ndetermining customer loyalty of paid mobile applications. It also revealed that nonmonetary\nswitching costs has more importance than monetary switching costs in engendering loyalty,\nsince monetary contains price in the download paid mobile applications, which provides\nnegative outcomes among the relationship of perceived value, satisfaction, and loyalty. In the\nconclusion, the implications of these findings are discussed....
Purpose: This study aims to examine the relationship between internet banking, customer perceived value,\nswitching cost and customer loyalty. Furthermore, this study also examines if switching cost moderates the\nrelationship between internet banking, Customer perceived value and customer loyalty.\nDesign/methodology/approach: Data collected in a survey that yielded 437 respondents. Questionnaire was\nadapted from research work of Eriksson, Kerem, and Nilsson; Gefe; Levesque and McDougall; Zeithaml, Berry,\nand Parasuraman. Quantitative Approach was used for the analysis. Pearson correlation, multiple and moderating\nregression were used to examine the hypothesized relationship.\nFindings: The findings confirm that internet banking and customer Perceived value brought significant change\non customer loyalty. Moreover, results prevailed that there was significant qasi moderation between variables.\nSwitching costs moderate the relationship between internet banking, customer perceived value, and customer loyalty.\nResearch limitations/implication: Further research is indicated, to identify effects of these variables on other\nservices provider companies. Banking sector in Pakistan should pay more attention on Internet banking services,\nCustomer Perceived Value and switching cost in order to enhance the customer loyalty.\nOriginality/value: This study is the first study that tests the western model on south Asian countries like\nPakistan. Hence, there is no research work found that reflects on internet banking and customer perceived value\nwith moderating effect of switching cost. This study contributes to the field of e-commerce marketing and will help\nmanagers to adopt appropriate strategies that will lead banking sector towards prosperity....
Mobile phones brought rapid, extensive, and personal communication to our lives. Parallel to Mobile phone\ndevelopment, Marketers started to consider mobile phone as a marketing tool to reach their consumers. SMS\nmarketing is the most basic and widely used method of mobile marketing since the early days of mobile marketing.\nBeside of that, Smartphone development changed the Mobile Phone market characteristics and user habits, hence\nmarketing communication methods changed and extended with many alternatives. The question is; after smartphone\ndevelopment, SMS marketing is still affecting consumer behaviour or not? So far, literature has been supporting\nthat SMS marketing is an effective way to reach the consumer and it affects consumer behaviour. In our research,\nto examine effect of SMS marketing, we have made promotional sales campaign with SMS communication for a\nsmartphone product in Turkey market. We have sent location base SMS through one of the biggest Telecom operator\nwith addressing Operator shops and analysed the consumer behaviour result....
The research was conducted using ethnographic methods using two stages of natural observation and\ninterviews. The results of this study indicate that consumers done transitional measures not only determined the\nissue of customer satisfaction and dissatisfaction....
Purpose of the paper: The purpose of this study is to investigate the moderating role of Big 5 personality traits\nin the relationship between electronic word-of- mouth and impulse buying behavior.\nDesign/methodology/approach: Data was gathered through self-administered questionnaire from a sample of\n266 Chinese and Pakistani students who were online users and studying at various institutes located in the capital\ncity Islamabad, Pakistan.\nFindings: As hypothesized, impulsive buying behavior is significantly associated with electronic word-ofmouth\nand moderating effect of Big 5 personality traits was also substantiated. The data was analysed statistically\nusing IBM SPSS Statistics 22 to find out correlation and regression analysis between study variables, reliability of\nresearch instrument, strength of relationship between independent and dependent variables, moderating effect of\nBig 5 personality traits in the relationship between electronic word-of- mouth and impulse buying behavior was also\nsubstantiated.\nResearch limitations/implications: Future researches may replicate our model with a larger sample size in\norder to enhance generalizability. It will be also fruitful to extend this research to various other online shopping\nenvironments.\nPractical implications: Implication suggests that online retailers and designers of shopping websites should\nunderstand the importance of online social interactions in order to encourage consumers� online buying patterns.\nThey should integrate elements of online social interaction, together with reviews that customer placed online on\nwebsites, buying pattern, history and sales volume on their websites for the transformation of eWOM.\nWhat is original/value of paper: The social network paradigm and UGT are confirmed and validated by current\nstudy in online word-of-mouth context. This study stands as a pioneer that empirically scrutinize the moderating\neffect of these traits and reveals that online social interactions can strongly enhances consumers� purchase on\nimpulse when individuals display the traits of i.e. extroversion, openness...
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