The main objective of this study was to assess factors affecting consumers purchase intention of furniture products: A case of Wolaita Sodo town. The study was conducted through descriptive and explanatory research design using primary data gathered through questionnaires. Systematic random sampling technique was employed and samples of 385 consumers of furniture product buyers were used to collect the data. However, only 365 consumers responded to the questionnaires and hence, the response rate was 95 percent. Besides, descriptive statistical tools and inferential statistical methods were used to assess the relationships and differences between variables. The value of R square obtained was 0.786, demonstrates that 78.6 percent of purchase intention variation can be explained by the independent variables. Based on the statistical analysis, all the variables namely price, product quality, product design, product variety and social influence have a positive relationship with the consumers purchase intention of furniture products.
{"title":"Factors Affecting Purchase Intention of Furniture Products: The Case of Wolaita Sodo Town","authors":"Temam Lale Saliya","doi":"10.7176/jmcr/80-02","DOIUrl":"https://doi.org/10.7176/jmcr/80-02","url":null,"abstract":"The main objective of this study was to assess factors affecting consumers purchase intention of furniture products: A case of Wolaita Sodo town. The study was conducted through descriptive and explanatory research design using primary data gathered through questionnaires. Systematic random sampling technique was employed and samples of 385 consumers of furniture product buyers were used to collect the data. However, only 365 consumers responded to the questionnaires and hence, the response rate was 95 percent. Besides, descriptive statistical tools and inferential statistical methods were used to assess the relationships and differences between variables. The value of R square obtained was 0.786, demonstrates that 78.6 percent of purchase intention variation can be explained by the independent variables. Based on the statistical analysis, all the variables namely price, product quality, product design, product variety and social influence have a positive relationship with the consumers purchase intention of furniture products.","PeriodicalId":246571,"journal":{"name":"Journal of Marketing and Consumer Research","volume":"100 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123212386","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Goat production and marketing provide vast socio-economic benefits. However, the subsector has encountered with lack of information about what determines goat market participation, supply, and outlet choice. Therefore, the study was intended to analyze the live goat market chain in the Moyale district. Both primary and secondary data were used. Primary data were collected from a randomly selected sample of 196 goat producers and were analyzed using econometric methods. To investigate the determinants of household market participation and supply, Heckman's two-stage procedure was used. Heckman's 1 stage result showed that different variables have affected live goats' market participation decisions either positively and negatively. Heckman's 2 stage result indicated that the number of live goats supplied to the market is also affected either positively or negatively by different variables. To identify factors affecting outlet choice multivariate probit model was used. Multivariate probit model results showed that distance to market and selling price significantly affected the entire outlets (namely; large scale traders, small-scale traders, cooperatives, collectors, and consumers) either positively or negatively. The study recommended the need to develop market infrastructures, improve the capacity of productive labor, promote credit institutions, and provision of awareness creation training towards goat trading business.
{"title":"Analysis of Live Goats Market Chain: The Case of Pastoralists in Moyale District, Ethiopia","authors":"Umer Abdinasir","doi":"10.7176/jmcr/79-01","DOIUrl":"https://doi.org/10.7176/jmcr/79-01","url":null,"abstract":"Goat production and marketing provide vast socio-economic benefits. However, the subsector has encountered with lack of information about what determines goat market participation, supply, and outlet choice. Therefore, the study was intended to analyze the live goat market chain in the Moyale district. Both primary and secondary data were used. Primary data were collected from a randomly selected sample of 196 goat producers and were analyzed using econometric methods. To investigate the determinants of household market participation and supply, Heckman's two-stage procedure was used. Heckman's 1 stage result showed that different variables have affected live goats' market participation decisions either positively and negatively. Heckman's 2 stage result indicated that the number of live goats supplied to the market is also affected either positively or negatively by different variables. To identify factors affecting outlet choice multivariate probit model was used. Multivariate probit model results showed that distance to market and selling price significantly affected the entire outlets (namely; large scale traders, small-scale traders, cooperatives, collectors, and consumers) either positively or negatively. The study recommended the need to develop market infrastructures, improve the capacity of productive labor, promote credit institutions, and provision of awareness creation training towards goat trading business.","PeriodicalId":246571,"journal":{"name":"Journal of Marketing and Consumer Research","volume":"4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122609199","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This study endeavors to explore the factors that influence buying decision of consumers in the trade show Mahalaxmi Saras organised in Mumbai. To fulfil the objective the data is collected from the consumers who visited the trade show in 2020. The total sample size consists of 249 respondents. Univariate analysis is used to study the economic and demographic background of the consumers, bivariate analysis is adopted to assess customers’ perception towards price of the products available by their income level. Further, factor analysis is employed to identify the important factors influencing consumers’ buying decision. The findings reveal that more than half of the consumers eagerly wait for the exhibition and fifty-five percent consumers agree that they visit more than once during the time span of the exhibition. However, consumers’ satisfaction level towards price of the product decreases with decrease in level of income. Result from factor analysis indicates that Product’s variety, artistic value, quality, exclusive nature, cultural importance and encouragement of rural entrepreneurs and artisans are the important components that influence consumers’ buying decision. Hence, Government and participating SHGs should take care of fixing the price of the products in order to attract more consumers. Also, rural entrepreneurs and artisans should be encouraged to participate in the exhibition to avail variety of products.
{"title":"Factors Influencing Consumers’ Buying Decision in Indian Trade Show: Evidence from Mahalaxmi Saras Exhibition, Mumbai","authors":"Madhumita Patil, Jayashree Bhakay, Barsharani Maharana","doi":"10.7176/jmcr/79-05","DOIUrl":"https://doi.org/10.7176/jmcr/79-05","url":null,"abstract":"This study endeavors to explore the factors that influence buying decision of consumers in the trade show Mahalaxmi Saras organised in Mumbai. To fulfil the objective the data is collected from the consumers who visited the trade show in 2020. The total sample size consists of 249 respondents. Univariate analysis is used to study the economic and demographic background of the consumers, bivariate analysis is adopted to assess customers’ perception towards price of the products available by their income level. Further, factor analysis is employed to identify the important factors influencing consumers’ buying decision. The findings reveal that more than half of the consumers eagerly wait for the exhibition and fifty-five percent consumers agree that they visit more than once during the time span of the exhibition. However, consumers’ satisfaction level towards price of the product decreases with decrease in level of income. Result from factor analysis indicates that Product’s variety, artistic value, quality, exclusive nature, cultural importance and encouragement of rural entrepreneurs and artisans are the important components that influence consumers’ buying decision. Hence, Government and participating SHGs should take care of fixing the price of the products in order to attract more consumers. Also, rural entrepreneurs and artisans should be encouraged to participate in the exhibition to avail variety of products.","PeriodicalId":246571,"journal":{"name":"Journal of Marketing and Consumer Research","volume":"55 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121629398","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Online reviews have become an important source of information when online shoppers purchase products on shopping sites. Many researchers examined how online reviews affect the credibility of website and shopper’s purchase intentions. However, minimal studies have been conducted regarding how the credibility of website and purchase intentions are differently affected by the extent to which customers are engaged in online reviews. Therefore, this study aimed to examine the impact of customer engagement in online reviews on website credibility and purchase intentions. A total of 403 students completed questionnaires measuring Customer Engagement in Online Reviews, Website Credibility, and Online Purchase Intentions. One-way MANOVA was conducted to test how website credibility and online purchase intentions are affected by a level (low, medium, and high) of customer engagement in online reviews. The results of the study revealed that there were significant multivariate effects of the level of customer engagement in online reviews on website credibility and online purchase intentions. The study also found customer engagement in online reviews positively predicted website credibility, and website credibility significantly predicted online purchase intentions. This study provides online retailers and marketers with practical implications regarding relationship management through online reviews.
{"title":"The Impact of Customer Engagement in Online Reviews on the Credibility of Shopping Sites and Customer Purchase Intentions","authors":"Geumchan Hwang","doi":"10.7176/jmcr/76-03","DOIUrl":"https://doi.org/10.7176/jmcr/76-03","url":null,"abstract":"Online reviews have become an important source of information when online shoppers purchase products on shopping sites. Many researchers examined how online reviews affect the credibility of website and shopper’s purchase intentions. However, minimal studies have been conducted regarding how the credibility of website and purchase intentions are differently affected by the extent to which customers are engaged in online reviews. Therefore, this study aimed to examine the impact of customer engagement in online reviews on website credibility and purchase intentions. A total of 403 students completed questionnaires measuring Customer Engagement in Online Reviews, Website Credibility, and Online Purchase Intentions. One-way MANOVA was conducted to test how website credibility and online purchase intentions are affected by a level (low, medium, and high) of customer engagement in online reviews. The results of the study revealed that there were significant multivariate effects of the level of customer engagement in online reviews on website credibility and online purchase intentions. The study also found customer engagement in online reviews positively predicted website credibility, and website credibility significantly predicted online purchase intentions. This study provides online retailers and marketers with practical implications regarding relationship management through online reviews.","PeriodicalId":246571,"journal":{"name":"Journal of Marketing and Consumer Research","volume":"7 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114600977","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This study assessed determinants of multipurpose cooperatives members’ participation in agricultural output marketing at kersa district of Jimma zone, Oromia Regional State, Ethiopia. A two-stage sampling procedummre was used and 4 multipurpose cooperatives were selected to obtain a sample size of 196 cooperative members. Quantitative and Qualitative data were collected through household survey, key informant interview, focus group discussions and personal observations. Data were analyzed using descriptive statistics like mean, chi-square, standard deviation, frequency, percentage and binary logit model. The result showed that 66.36% of cooperative members were participants in agricultural output marketing where as 33.64% were non-participants. The binary logit model result showed that age, education, landholding, change in standard of living due to joining of cooperative, membership in other cooperatives other than Multipurpose Cooperatives, determined participation decision of members in agricultural output marketing positively and significantly while the other four variables determined negatively and significantly. In general, the agricultural output marketing of multipurpose cooperative members in the study area has been affected by different demographic, socio-economics and institutional factors. Therefore, the study suggested that as Woreda cooperatives promotion agency should also help these cooperatives to increase members’ participation in agricultural inputs as well as outputs and create linkages with financial institutions to solve their shortage of capital. participation in agricultural output marketing. The descriptive statistics and econometric model were also used for analyzing the data. T-test was used to compare the mean values of the continuous explanatory variables and examine the existence of statistically significant differences between participants and non-participants of MPCs members in agricultural output marketing. The T-test showed significant difference in the age, educational level of members, total live stocks hold, land hold and distance of HH members from MPCs office. Discrete variables were also compared using Chi-square test to see if there is statistically significant difference between the two groups. The Chi-square test also revealed that the discrete variables: Change in standard of living due to joining cooperative, membership in other cooperative Other than MPCs, fertilizer price and seed price are found to influence farmer members decision in agricultural output marketing activity at the different levels of significance. The result of binary Model shows that age, educational level of members, total livestock hold, distance, change in standard of living due to joining cooperative, membership in other cooperative than MPCs, fertilizer price and seed price perception are found to influence MPCs members’ decision in inputand output marketing activity at the different levels of significance. However, family size
{"title":"Determinants of Multipurpose Cooperative Member Participation in Agricultural Output Marketing: Kersa District, Jimma Zone, Oromia Region, Ethiopia","authors":"Rusha Begna Wakweya","doi":"10.7176/jmcr/76-02","DOIUrl":"https://doi.org/10.7176/jmcr/76-02","url":null,"abstract":"This study assessed determinants of multipurpose cooperatives members’ participation in agricultural output marketing at kersa district of Jimma zone, Oromia Regional State, Ethiopia. A two-stage sampling procedummre was used and 4 multipurpose cooperatives were selected to obtain a sample size of 196 cooperative members. Quantitative and Qualitative data were collected through household survey, key informant interview, focus group discussions and personal observations. Data were analyzed using descriptive statistics like mean, chi-square, standard deviation, frequency, percentage and binary logit model. The result showed that 66.36% of cooperative members were participants in agricultural output marketing where as 33.64% were non-participants. The binary logit model result showed that age, education, landholding, change in standard of living due to joining of cooperative, membership in other cooperatives other than Multipurpose Cooperatives, determined participation decision of members in agricultural output marketing positively and significantly while the other four variables determined negatively and significantly. In general, the agricultural output marketing of multipurpose cooperative members in the study area has been affected by different demographic, socio-economics and institutional factors. Therefore, the study suggested that as Woreda cooperatives promotion agency should also help these cooperatives to increase members’ participation in agricultural inputs as well as outputs and create linkages with financial institutions to solve their shortage of capital. participation in agricultural output marketing. The descriptive statistics and econometric model were also used for analyzing the data. T-test was used to compare the mean values of the continuous explanatory variables and examine the existence of statistically significant differences between participants and non-participants of MPCs members in agricultural output marketing. The T-test showed significant difference in the age, educational level of members, total live stocks hold, land hold and distance of HH members from MPCs office. Discrete variables were also compared using Chi-square test to see if there is statistically significant difference between the two groups. The Chi-square test also revealed that the discrete variables: Change in standard of living due to joining cooperative, membership in other cooperative Other than MPCs, fertilizer price and seed price are found to influence farmer members decision in agricultural output marketing activity at the different levels of significance. The result of binary Model shows that age, educational level of members, total livestock hold, distance, change in standard of living due to joining cooperative, membership in other cooperative than MPCs, fertilizer price and seed price perception are found to influence MPCs members’ decision in inputand output marketing activity at the different levels of significance. However, family size","PeriodicalId":246571,"journal":{"name":"Journal of Marketing and Consumer Research","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130891017","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
F. Boateng, M. Adesi, E. Yeboah, Linda Maysel Oduro, M. Sackey
The banking industry is immensely important to the socio-economic development of emerging economies by facilitating the exchange of money between depositors and borrowers. The banking industry in Ghana is facing corporate governance challenges, which has led to non-performance and subsequent withdrawal of operating licenses. The withdrawal of the licenses by the Bank of Ghana has impact on customer loyalty and satisfaction, which has not been significantly investigated in a post crisis banking sector of Ghana. This has resulted in many companies undertaking numerous product design and innovation to satisfy customers. This study therefore is aimed at investigating the relationship between customer satisfaction and customer loyalty in the post crisis banking sector of Ghana. The study adopts the positivist traditional stance with a quantitative approach. Participants were drawn from among the customers of universal banks in Ghana. The purposive sampling technique was used to administer 250 questionnaires to customers of universal banks in Ghana in which 170 usable questionnaires were retrieved for analysis with a response rate of 68 per cent. The investigation revealed that customer satisfaction variables have significantly influenced the loyalty of customers of banks involved in this study. The results indicated that tangibles, reliability, responsiveness, assurance and empathy, and dimensions of service quality have positive influence on customer satisfaction.The investigation largely focused on quantitative analysis of results, hence; a further study adopting the qualitative approach would contribute to the body of knowledge on customer loyalty and satisfaction in the banking sector. This study provides a strong evidence for banks that have been negatively impacted by the banking crisis in Ghana and want to recover from the associated impacts on their customers to enhance their customer satisfaction by improving the tangibility and reliability of services to clients. It is recommended that Banks in Ghana focus on achieving high customer satisfaction by focusing on high quality services delivery based on the service quality dimensions.
{"title":"Customer Satisfaction and Customer Loyalty in the Post-Crisis Banking Sector of Ghana","authors":"F. Boateng, M. Adesi, E. Yeboah, Linda Maysel Oduro, M. Sackey","doi":"10.7176/jmcr/76-04","DOIUrl":"https://doi.org/10.7176/jmcr/76-04","url":null,"abstract":"The banking industry is immensely important to the socio-economic development of emerging economies by facilitating the exchange of money between depositors and borrowers. The banking industry in Ghana is facing corporate governance challenges, which has led to non-performance and subsequent withdrawal of operating licenses. The withdrawal of the licenses by the Bank of Ghana has impact on customer loyalty and satisfaction, which has not been significantly investigated in a post crisis banking sector of Ghana. This has resulted in many companies undertaking numerous product design and innovation to satisfy customers. This study therefore is aimed at investigating the relationship between customer satisfaction and customer loyalty in the post crisis banking sector of Ghana. The study adopts the positivist traditional stance with a quantitative approach. Participants were drawn from among the customers of universal banks in Ghana. The purposive sampling technique was used to administer 250 questionnaires to customers of universal banks in Ghana in which 170 usable questionnaires were retrieved for analysis with a response rate of 68 per cent. The investigation revealed that customer satisfaction variables have significantly influenced the loyalty of customers of banks involved in this study. The results indicated that tangibles, reliability, responsiveness, assurance and empathy, and dimensions of service quality have positive influence on customer satisfaction.The investigation largely focused on quantitative analysis of results, hence; a further study adopting the qualitative approach would contribute to the body of knowledge on customer loyalty and satisfaction in the banking sector. This study provides a strong evidence for banks that have been negatively impacted by the banking crisis in Ghana and want to recover from the associated impacts on their customers to enhance their customer satisfaction by improving the tangibility and reliability of services to clients. It is recommended that Banks in Ghana focus on achieving high customer satisfaction by focusing on high quality services delivery based on the service quality dimensions.","PeriodicalId":246571,"journal":{"name":"Journal of Marketing and Consumer Research","volume":"8 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128844608","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Livestock production is the mainstay of the pastoral and agro-pastoral community of Borana zone though the supply of the skin and hides from these regions is hardly addressed. As the first entry, this study was undertaken in three districts of the Borana zone with 125-sample households selected on multistage followed by random sampling method. The study was undertaken to address the existing markets and the potential demand of hides and skins in the study area and nearby markets. The assessment identified that regardless of the abundance of the livestock in the area, the supply of skin and hide in the local market is relatively low due smashed market linkage among the market actors. As a result, the potential of these commodities remains neglected though the demands for skin and hide are high in the country. Moreover, even if the pastoralists are motivated to supply skin and hide on the market, the price setting is asymmetric to the producers. The lowest intrinsic of intensive intermediaries creates a strong burden on the supply of skin and hide. Thus, it is important to create visionary market linkage with clear pricing system need timely intervention to use the potential of the skin and hind from the area.
{"title":"Assessment of Hides and Skins Market in Borana, Southern Ethiopia","authors":"Dirriba Mengistu, Simbone Tefera, T. A. Tucho","doi":"10.7176/jmcr/76-01","DOIUrl":"https://doi.org/10.7176/jmcr/76-01","url":null,"abstract":"Livestock production is the mainstay of the pastoral and agro-pastoral community of Borana zone though the supply of the skin and hides from these regions is hardly addressed. As the first entry, this study was undertaken in three districts of the Borana zone with 125-sample households selected on multistage followed by random sampling method. The study was undertaken to address the existing markets and the potential demand of hides and skins in the study area and nearby markets. The assessment identified that regardless of the abundance of the livestock in the area, the supply of skin and hide in the local market is relatively low due smashed market linkage among the market actors. As a result, the potential of these commodities remains neglected though the demands for skin and hide are high in the country. Moreover, even if the pastoralists are motivated to supply skin and hide on the market, the price setting is asymmetric to the producers. The lowest intrinsic of intensive intermediaries creates a strong burden on the supply of skin and hide. Thus, it is important to create visionary market linkage with clear pricing system need timely intervention to use the potential of the skin and hind from the area.","PeriodicalId":246571,"journal":{"name":"Journal of Marketing and Consumer Research","volume":"68 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115717752","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Online shopping is very popular in today’s modern world. Because of Covid-19, people are frequently using online shopping. This study tries to find out the male and female consumer’s attitudes towards online shopping. It is of descriptive nature and mostly based on the primary data sources. Purposive sampling technique is used and 200 samples have been collected from different participants. After analysing it is found that apparel and footwear, food, accessories, electronics are the main products consumers purchase from online and time saving, easy to place order, searching the product easily, large selection of products encourages to shop online while low quality, fraud, inability to touch the product work as barrier to online shopping.
{"title":"Consumers’ Attitudes towards Online Shopping: A Comparative Study of Male and Female Consumers","authors":"T. Hossain, Halima Afrin, Razia Sultana, R. Rosul","doi":"10.7176/jmcr/75-04","DOIUrl":"https://doi.org/10.7176/jmcr/75-04","url":null,"abstract":"Online shopping is very popular in today’s modern world. Because of Covid-19, people are frequently using online shopping. This study tries to find out the male and female consumer’s attitudes towards online shopping. It is of descriptive nature and mostly based on the primary data sources. Purposive sampling technique is used and 200 samples have been collected from different participants. After analysing it is found that apparel and footwear, food, accessories, electronics are the main products consumers purchase from online and time saving, easy to place order, searching the product easily, large selection of products encourages to shop online while low quality, fraud, inability to touch the product work as barrier to online shopping.","PeriodicalId":246571,"journal":{"name":"Journal of Marketing and Consumer Research","volume":"35 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115862176","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The main aim of this study was to establish the relationship between brand personality and customer service delivery of public universities in Kenya. The variables of this study were anchored on brand personality and SERVQUAL models. Data was collected using positivist and cross-sectional approaches. Data was obtained from respondents using multi-sampling and random sampling techniques. The total population of the study involved 31 public universities comprising a total of 84,931respondents. Random sampling method was used to determine the sample from of 15 public universities that comprised of 61,541 respondents from which the sample size of this study was obtained. The ideal sample size of 398 respondents was determined using Israel scientific formula. Self-developed questionnaire comprising closed and open questions was adopted in collecting data. Items of the questionnaire were measured using a Likert scale. Linear mixed effect models were used to analyse data. The findings revealed that brand personality have a significant positive impact on customer service delivery of public universities in Kenya. The overlapping metrics of brand personality which limited the study were minimized by adoption factor analysis method before conducting linear mixed effect tests. The findings imply that managers of public universities can enhance customer service delivery by adoption of brand personality strategy. Further, the findings shed more light to policy makers, marketing practitioners and scholars on how brand personality can be used to enhance customer service delivery. This study is one of the novel studies that has deviated from the conventional approaches of data analysis. Multi-level approach of data analysis facilitated by mixed effect model tests disobeys the Ordinary Least Square statistical assumptions thus revealing the impact of brand personality within and between students of the universities in relation to service delivery.
{"title":"The Relationship Between Brand Personality and Customer Service Delivery:Perspectives from Public Universities in Kenya","authors":"K. Henry","doi":"10.7176/jmcr/75-03","DOIUrl":"https://doi.org/10.7176/jmcr/75-03","url":null,"abstract":"The main aim of this study was to establish the relationship between brand personality and customer service delivery of public universities in Kenya. The variables of this study were anchored on brand personality and SERVQUAL models. Data was collected using positivist and cross-sectional approaches. Data was obtained from respondents using multi-sampling and random sampling techniques. The total population of the study involved 31 public universities comprising a total of 84,931respondents. Random sampling method was used to determine the sample from of 15 public universities that comprised of 61,541 respondents from which the sample size of this study was obtained. The ideal sample size of 398 respondents was determined using Israel scientific formula. Self-developed questionnaire comprising closed and open questions was adopted in collecting data. Items of the questionnaire were measured using a Likert scale. Linear mixed effect models were used to analyse data. The findings revealed that brand personality have a significant positive impact on customer service delivery of public universities in Kenya. The overlapping metrics of brand personality which limited the study were minimized by adoption factor analysis method before conducting linear mixed effect tests. The findings imply that managers of public universities can enhance customer service delivery by adoption of brand personality strategy. Further, the findings shed more light to policy makers, marketing practitioners and scholars on how brand personality can be used to enhance customer service delivery. This study is one of the novel studies that has deviated from the conventional approaches of data analysis. Multi-level approach of data analysis facilitated by mixed effect model tests disobeys the Ordinary Least Square statistical assumptions thus revealing the impact of brand personality within and between students of the universities in relation to service delivery.","PeriodicalId":246571,"journal":{"name":"Journal of Marketing and Consumer Research","volume":"405 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115930537","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The rapid development and aggressive competition in the marketing segment in the telecommunication network industry coupled with increasing emergence of new service providers in Ghana has called for strategies aiming at enhancing and optimizing the customer loyalty of existing customer as well attracting newly potential customers. It is against this background that Customer loyalty has taken the center stage in the telecommunication network marketing. Motivated by this, the paper examined the extent to which customer perceptions on service quality, service price fairness and brand image of the telecommunication service providers in Ghana influence customer loyalty. A total sample of two hundred and fifteen (215) customers of the telecommunication service providers in three regions in Ghana were randomly selected for the study. The structural equation modeling with the Smart PLS-SEM computer software version 3.0 was used to analysis the data collected. The results revealed that, there is a positive significant impact of customer perceptions on service quality, service price fairness, and brand image customer loyalty. There is also a positive significant impact of customer perceptions on service quality, service price fairness, and brand image on customer satisfaction. The mediation mechanism analysis also confirmed that customer satisfaction served as a partial mediation between customer perceptions on service quality, service price fairness, and brand image and customer loyalty. The study recommends that, Telecommunication network providers in Ghana place particular emphasis on improving their network, pricing, branding, coverage, connection, voice call, and overall network quality to improve customer satisfaction and loyalty .
{"title":"Customer Perception of Service Quality, Price Fairness and Brand-image of Telecommunication Service Providers in Ghana and Its Impact on Customer Satisfaction and Loyalty","authors":"Emmanuel Sampson Ansah","doi":"10.7176/jmcr/75-02","DOIUrl":"https://doi.org/10.7176/jmcr/75-02","url":null,"abstract":"The rapid development and aggressive competition in the marketing segment in the telecommunication network industry coupled with increasing emergence of new service providers in Ghana has called for strategies aiming at enhancing and optimizing the customer loyalty of existing customer as well attracting newly potential customers. It is against this background that Customer loyalty has taken the center stage in the telecommunication network marketing. Motivated by this, the paper examined the extent to which customer perceptions on service quality, service price fairness and brand image of the telecommunication service providers in Ghana influence customer loyalty. A total sample of two hundred and fifteen (215) customers of the telecommunication service providers in three regions in Ghana were randomly selected for the study. The structural equation modeling with the Smart PLS-SEM computer software version 3.0 was used to analysis the data collected. The results revealed that, there is a positive significant impact of customer perceptions on service quality, service price fairness, and brand image customer loyalty. There is also a positive significant impact of customer perceptions on service quality, service price fairness, and brand image on customer satisfaction. The mediation mechanism analysis also confirmed that customer satisfaction served as a partial mediation between customer perceptions on service quality, service price fairness, and brand image and customer loyalty. The study recommends that, Telecommunication network providers in Ghana place particular emphasis on improving their network, pricing, branding, coverage, connection, voice call, and overall network quality to improve customer satisfaction and loyalty .","PeriodicalId":246571,"journal":{"name":"Journal of Marketing and Consumer Research","volume":"23 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114644174","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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