This study aims to determine whether there is an influence of brand image, product quality, and price perception on purchase decision of iPhone mobile phones. This research was conducted at the Faculty of Economics Students, State University of Gorontalo, the class of 2019. The population in this study were students of the Faculty of Economics, State University of Gorontalo, the class of 2019, who had or were using an iPhone mobile phones. The sample is determined by the purposive sampling method with a total of 44 respondents. Data collection process has done by providing a list of questions/statements to respondents about brand image, product quality, and price perception, on purchasing decisions. This study uses multiple linear regression analysis tools. Hypotheses are tested by T-test and F-test. The test results show that brand image, product quality, both partially and simultaneously have a positive and significant effect on purchasing decisions, while price perceptions have a negative and insignificant effect on decision to buy iphone mobile phones by the students of Faculty Of Economic, State University of Gorontalo, the class of 2019
{"title":"Decision to Purchase an Iphone Mobile Phones Which Influenced by Brand Images, Product Quality, and Price Perception (A Case Study on Students of Faculty of Economic, State University of Gorontalo, The Class of 2019)","authors":"Endi Rahman, S. Lapian","doi":"10.7176/jmcr/75-01","DOIUrl":"https://doi.org/10.7176/jmcr/75-01","url":null,"abstract":"This study aims to determine whether there is an influence of brand image, product quality, and price perception on purchase decision of iPhone mobile phones. This research was conducted at the Faculty of Economics Students, State University of Gorontalo, the class of 2019. The population in this study were students of the Faculty of Economics, State University of Gorontalo, the class of 2019, who had or were using an iPhone mobile phones. The sample is determined by the purposive sampling method with a total of 44 respondents. Data collection process has done by providing a list of questions/statements to respondents about brand image, product quality, and price perception, on purchasing decisions. This study uses multiple linear regression analysis tools. Hypotheses are tested by T-test and F-test. The test results show that brand image, product quality, both partially and simultaneously have a positive and significant effect on purchasing decisions, while price perceptions have a negative and insignificant effect on decision to buy iphone mobile phones by the students of Faculty Of Economic, State University of Gorontalo, the class of 2019","PeriodicalId":246571,"journal":{"name":"Journal of Marketing and Consumer Research","volume":"130 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":"117123195","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}
Nicholas Oblitei Commey, Kwame Adom, Aidatu Abubakar
Higher educational institutions face increasing competition from local and international education providers. In view of this development, most higher educational institutions focus on service quality delivery in attracting and retaining students. The objective of this study is to examine the impact of service quality on customer satisfaction and to ascertain the moderating role of brand positioning in the relationship between service quality and customer (student) satisfaction. The study adopted a quantitative approach using self-administered questionnaires to collect data from the respondents and a moderated hierarchical regression model was performed to assess the statistical interdependencies between the service quality measures and student satisfaction. The results revealed that there is a significant positive relationship between service quality and student satisfaction in Private Ghanaian Universities. The results indicate however, that brand positioning was not statistically significant in the relationship between service quality and student satisfaction as only one path was supported, which suggests that brand positioning moderates only the relationship between empathy and student satisfaction. Based on these findings, it is recommended that private universities must adopt measures to enhance on the delivery of service quality since it plays a major role in determining the satisfaction of students. One limitation is related to the scope of the study which is limited to the education industry, specifically private tertiary education industry in Ghana. Despite these limitations, the study offers practical recommendations on how private tertiary educational institutions can continue to improve on the level of student satisfaction in order to ensure their survival and profitability.
{"title":"Service Quality and Business Students Satisfaction in Private Ghanaian Universities. The Moderating Role of Brand Positioning","authors":"Nicholas Oblitei Commey, Kwame Adom, Aidatu Abubakar","doi":"10.7176/jmcr/74-04","DOIUrl":"https://doi.org/10.7176/jmcr/74-04","url":null,"abstract":"Higher educational institutions face increasing competition from local and international education providers. In view of this development, most higher educational institutions focus on service quality delivery in attracting and retaining students. The objective of this study is to examine the impact of service quality on customer satisfaction and to ascertain the moderating role of brand positioning in the relationship between service quality and customer (student) satisfaction. The study adopted a quantitative approach using self-administered questionnaires to collect data from the respondents and a moderated hierarchical regression model was performed to assess the statistical interdependencies between the service quality measures and student satisfaction. The results revealed that there is a significant positive relationship between service quality and student satisfaction in Private Ghanaian Universities. The results indicate however, that brand positioning was not statistically significant in the relationship between service quality and student satisfaction as only one path was supported, which suggests that brand positioning moderates only the relationship between empathy and student satisfaction. Based on these findings, it is recommended that private universities must adopt measures to enhance on the delivery of service quality since it plays a major role in determining the satisfaction of students. One limitation is related to the scope of the study which is limited to the education industry, specifically private tertiary education industry in Ghana. Despite these limitations, the study offers practical recommendations on how private tertiary educational institutions can continue to improve on the level of student satisfaction in order to ensure their survival and profitability.","PeriodicalId":246571,"journal":{"name":"Journal of Marketing and Consumer Research","volume":"14 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126606613","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. T. Kolapo, Omobola. M. Ajayi, J. O. Mokuolu, S. Dada
The increasing patronage of non-bank institutions by customers exerts marketing pressure on the Nigerian commercial banks. Existing studies have not adequately addressed the gap created by this paradigm shift, hence the call for business philosophy that focuses on strategic relationship marketing (SRM) approach with the customers. Therefore, this study examines the influence of the SRM dimensions on customer retention of banks in Nigeria. The sample comprised 1500 commercial bank customers and marketing officers from 300 bank branches in Nigeria. Structured questionnaires were administered for data collection. Hierarchical regression model was fitted to the data collected. The findings revealed that strategic relationship marketing dimensions could lead to increased customer retention with adequate implementation of relationship acquisition strategy, and retention strategy. Further, inclusion of banking industry alignment strategy would make the banks to benefit maximally through customer linkage and also cause an optimal compensation or remedial system. The findings stressed the need for relationship acquisition, relationship maintenance and retention strategy as the strategic marketing tool to enhance customer retention of the banks. Keywords: strategic relationship, marketing, customer retention, banking industry alignment, banks DOI: 10.7176/JMCR/74-03 Publication date: December 31 st 2020
{"title":"Impact of Strategic Relationship Marketing on the Performance of Banks in Nigeria","authors":"F. T. Kolapo, Omobola. M. Ajayi, J. O. Mokuolu, S. Dada","doi":"10.7176/jmcr/74-03","DOIUrl":"https://doi.org/10.7176/jmcr/74-03","url":null,"abstract":"The increasing patronage of non-bank institutions by customers exerts marketing pressure on the Nigerian commercial banks. Existing studies have not adequately addressed the gap created by this paradigm shift, hence the call for business philosophy that focuses on strategic relationship marketing (SRM) approach with the customers. Therefore, this study examines the influence of the SRM dimensions on customer retention of banks in Nigeria. The sample comprised 1500 commercial bank customers and marketing officers from 300 bank branches in Nigeria. Structured questionnaires were administered for data collection. Hierarchical regression model was fitted to the data collected. The findings revealed that strategic relationship marketing dimensions could lead to increased customer retention with adequate implementation of relationship acquisition strategy, and retention strategy. Further, inclusion of banking industry alignment strategy would make the banks to benefit maximally through customer linkage and also cause an optimal compensation or remedial system. The findings stressed the need for relationship acquisition, relationship maintenance and retention strategy as the strategic marketing tool to enhance customer retention of the banks. Keywords: strategic relationship, marketing, customer retention, banking industry alignment, banks DOI: 10.7176/JMCR/74-03 Publication date: December 31 st 2020","PeriodicalId":246571,"journal":{"name":"Journal of Marketing and Consumer Research","volume":"6 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125830340","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}
Over the years, there has been a gradual change in relation to how businesses conduct their daily business activities. Many of have deviated from the initial old methods to using AI as a means of having competitive advantage. This paper seeks to evaluate the effectiveness of integrating AI as a business strategy, cost effective, more efficient once the program has been set and also helps in effective business management. It also takes over repetitive and dangerous tasks. However, lacks out of the box thinking meaning that it only at times operates within the confines of the specific objectives. This may in turn be a negative aspect when where is need for critical business decisions to be made in business. It also lacks emotion when there is need to do so in addressing some of the customer’s complaints and this may bring about customer dissatisfaction.
{"title":"Critical Evaluation of AI System Implementation as a Source of Competitive Advantage","authors":"Tendai Patience Chipere, Sijing Chen","doi":"10.7176/jmcr/74-02","DOIUrl":"https://doi.org/10.7176/jmcr/74-02","url":null,"abstract":"Over the years, there has been a gradual change in relation to how businesses conduct their daily business activities. Many of have deviated from the initial old methods to using AI as a means of having competitive advantage. This paper seeks to evaluate the effectiveness of integrating AI as a business strategy, cost effective, more efficient once the program has been set and also helps in effective business management. It also takes over repetitive and dangerous tasks. However, lacks out of the box thinking meaning that it only at times operates within the confines of the specific objectives. This may in turn be a negative aspect when where is need for critical business decisions to be made in business. It also lacks emotion when there is need to do so in addressing some of the customer’s complaints and this may bring about customer dissatisfaction.","PeriodicalId":246571,"journal":{"name":"Journal of Marketing and Consumer Research","volume":"19 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121032261","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 objective of this research is to evaluate the current status of service quality and passengers satisfaction of light rail transit service in Addis Ababa from the point of view of passengers' expectations of the service quality and perceptions of the service delivered by AA-LRT. To achieve this objective, descriptive research design were used to analyze the data collected through questionnaire survey from a sample of 384 passengers of the two routes. These respondents were selected using convenient--judgmental sampling method and stations were selected using simple random sampling methods. The data collected through the questionnaire were analyzed using statistical tools such as mean, standard deviation, gap analysis and spearman's correlation analysis with the help of SPSS v. 24 by applying modified SERVQUAL instrument for the railway service, RAILQUAL comparisons between passengers' expectations and perceptions of service were undertaken. The major finding of the study indicates, AA-LRT passengers’ perceptions of service quality delivered were lower than their expectations, the highest gaps were given by AA-LRT passengers towards the comfort, reliability, assurance and empathy attributes, whereas lowest gaps were given to tangibility and responsiveness and the overall passengers satisfaction levels towards the service delivered was slightly not satisfactory. The finding also reveals that positive and significant relationship between service quality dimensions and customer satisfaction. Based on the findings of the study, the researcher recommended that AA-LRT needs to improve quality of services in all dimensions so as to satisfy customer’s needs and should focus to top rated attributes with their gaps size; frequency and punctuality of train, availability of shelters and seats at stations, individual attentions to pregnant women, children, old and handicapped peoples, suffocation due to overload and more stand passengers in train, informing passengers whenever there are delays, safety and security of passengers both at stations and on the train and ticketing system.
本研究的主要目的是从乘客对AA-LRT服务质量的期望和服务感知的角度来评估亚的斯亚贝巴轻轨服务质量和乘客满意度的现状。为了达到这一目的，我们采用描述性研究设计，对两条路线的384名乘客通过问卷调查收集的数据进行分析。这些受访者采用方便的判断抽样方法选择，车站采用简单的随机抽样方法选择。通过问卷调查收集到的数据，利用SPSS v. 24软件，采用均值、标准差、差距分析、spearman相关分析等统计工具进行分析，采用改良的铁路服务SERVQUAL工具，对乘客的期望与服务感知进行RAILQUAL比较。本研究的主要发现是，轻轨乘客对服务质量的感知低于预期，其中舒适度、可靠性、保证和共情属性的差距最大，而有形性和响应性的差距最小，乘客对服务质量的整体满意度略低于预期。服务质量维度与顾客满意度之间存在显著的正相关关系。根据研究结果，研究人员建议AA-LRT需要在各个维度上提高服务质量，以满足顾客的需求，并应关注其差距大小的最高评级属性;列车的班次和准点，车站的候车亭和座位的情况，对孕妇、儿童、老人和残疾人的个别照顾，列车超载引起的窒息和站位过多的乘客，当有延误时通知乘客，车站和列车上乘客的安全与保障以及售票系统。
{"title":"Service Quality and Passengers’ Satisfaction in the Railway Transportation Service: A Case of Addis Ababa Light Rail Transit (AA-LRT)","authors":"Birhanu Bekele Kumsa","doi":"10.7176/jmcr/74-01","DOIUrl":"https://doi.org/10.7176/jmcr/74-01","url":null,"abstract":"The main objective of this research is to evaluate the current status of service quality and passengers satisfaction of light rail transit service in Addis Ababa from the point of view of passengers' expectations of the service quality and perceptions of the service delivered by AA-LRT. To achieve this objective, descriptive research design were used to analyze the data collected through questionnaire survey from a sample of 384 passengers of the two routes. These respondents were selected using convenient--judgmental sampling method and stations were selected using simple random sampling methods. The data collected through the questionnaire were analyzed using statistical tools such as mean, standard deviation, gap analysis and spearman's correlation analysis with the help of SPSS v. 24 by applying modified SERVQUAL instrument for the railway service, RAILQUAL comparisons between passengers' expectations and perceptions of service were undertaken. The major finding of the study indicates, AA-LRT passengers’ perceptions of service quality delivered were lower than their expectations, the highest gaps were given by AA-LRT passengers towards the comfort, reliability, assurance and empathy attributes, whereas lowest gaps were given to tangibility and responsiveness and the overall passengers satisfaction levels towards the service delivered was slightly not satisfactory. The finding also reveals that positive and significant relationship between service quality dimensions and customer satisfaction. Based on the findings of the study, the researcher recommended that AA-LRT needs to improve quality of services in all dimensions so as to satisfy customer’s needs and should focus to top rated attributes with their gaps size; frequency and punctuality of train, availability of shelters and seats at stations, individual attentions to pregnant women, children, old and handicapped peoples, suffocation due to overload and more stand passengers in train, informing passengers whenever there are delays, safety and security of passengers both at stations and on the train and ticketing system.","PeriodicalId":246571,"journal":{"name":"Journal of Marketing and Consumer Research","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125827506","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}
Consumer self-brand connection further conceptualized as a consumer’s positively balanced brand-related cognitive, emotional and behavioral activity during or related to focal consumer/brand interactions. Brands have the ability to both influence customer purchase decisions as well as shape consumer identities. The results of consumer self-connection to brand made them loyal enough to buy originals luxury products. While research in both these respective areas provides some solid insight into how consumers view original luxury goods and counterfeits, there are still convinced questions that are ignored therefore left unanswered to truly integrate these streams. Our study first integrates and extend recent research in both areas by first exploring if consumers buy LBC products to fulfill certain psychological needs such as the ability to construct and/or reflect their self-concept (or image) to others using their self-brand connection. Therefore, we investigated the effect of customer’s self-brand connection on their willingness to buy luxury counterfeit products.
{"title":"The Effect of Consumer Self-Brand Connection on Willingness to Buy Luxury Brand Counterfeit","authors":"Khalima Hema Suya","doi":"10.7176/jmcr/73-03","DOIUrl":"https://doi.org/10.7176/jmcr/73-03","url":null,"abstract":"Consumer self-brand connection further conceptualized as a consumer’s positively balanced brand-related cognitive, emotional and behavioral activity during or related to focal consumer/brand interactions. Brands have the ability to both influence customer purchase decisions as well as shape consumer identities. The results of consumer self-connection to brand made them loyal enough to buy originals luxury products. While research in both these respective areas provides some solid insight into how consumers view original luxury goods and counterfeits, there are still convinced questions that are ignored therefore left unanswered to truly integrate these streams. Our study first integrates and extend recent research in both areas by first exploring if consumers buy LBC products to fulfill certain psychological needs such as the ability to construct and/or reflect their self-concept (or image) to others using their self-brand connection. Therefore, we investigated the effect of customer’s self-brand connection on their willingness to buy luxury counterfeit products.","PeriodicalId":246571,"journal":{"name":"Journal of Marketing and Consumer Research","volume":"29 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125109194","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 aims to determine the effect of price and brand awareness on purchasing decisions and repurchase interest. This research design is explanatory. The sampling technique in this study was at Dian Nusantara University students who had consumed Janji Jiwa Coffee and filled out a questionnaire using purposive sampling method but still met the predetermined criteria. The population of 307 students at the University of Dian Nusantara Tanjung Duren, Management Study Program. Using the Slovin formula, a sample of 100 students was obtained. The methods used Quantitative analysis SEM analysis tools and Smart-PLS 3.0 tools. The results of this study found that price has positive and significant effect on purchasing decisions, brand awareness has positive and significant effect on purchasing decisions, price has positive and significant effect on repurchase interest, brand awareness has positive and significant effect on repurchase interest, and purchase decisions has positive and significant effect on repurchase interest.
{"title":"Purchase Decision Model: Price Analysis and Brand Awareness Towards Repurchase Interest","authors":"Khilyatin Ikhsani","doi":"10.7176/jmcr/73-02","DOIUrl":"https://doi.org/10.7176/jmcr/73-02","url":null,"abstract":"This study aims to determine the effect of price and brand awareness on purchasing decisions and repurchase interest. This research design is explanatory. The sampling technique in this study was at Dian Nusantara University students who had consumed Janji Jiwa Coffee and filled out a questionnaire using purposive sampling method but still met the predetermined criteria. The population of 307 students at the University of Dian Nusantara Tanjung Duren, Management Study Program. Using the Slovin formula, a sample of 100 students was obtained. The methods used Quantitative analysis SEM analysis tools and Smart-PLS 3.0 tools. The results of this study found that price has positive and significant effect on purchasing decisions, brand awareness has positive and significant effect on purchasing decisions, price has positive and significant effect on repurchase interest, brand awareness has positive and significant effect on repurchase interest, and purchase decisions has positive and significant effect on repurchase interest.","PeriodicalId":246571,"journal":{"name":"Journal of Marketing and Consumer Research","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116227210","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}
Potato (Solanum tuberosum L.) popularly known as ‘The king of vegetables’, which is the fourth most important food crop next to maize, wheat and rice worldwide. The choice of market outlet for smallholder potato producers is very important, since potato is perishable product and more demanded by the society. The present study examines the major “Factors determining potato market outlet choices of members’: of primary agricultural cooperative societies: The study employed survey methods as a research approach. A random sample of 159 members of cooperatives societies has been selected for interview. Both descriptive and econometric methods have been employed for data analysis. Results from descriptive statistics shows that 69.8% of the total members have chosen non-cooperative firms as their potential market outlet for their potato produces, while 30.2% of them have chosen cooperatives as their outlets since the majority of the members have witnessed that non-cooperative firms have provided relatively fair price to their potato produce. The logistic regression model with p-value of 0.001 has witnessed that there is statistically significant difference between cooperatives and non-cooperative firms in market outlet choice. Moreover, results from logistic regression model reveals that extension service offered by the cooperatives, transportation facility, distance from markets , distance from cooperatives, access to credit and belief on cooperatives have p-value of less than 5% and hence are found to be the most determining factors of members market outlet choice in the study area. The study shows that cooperatives failed to be chosen as premier and potential market outlet by members in the study area. Therefore, the researcher suggested that institutional capacity of cooperatives should be strengthened in order to face unfair competition, influence other firms to behave competitively in the market place, to win trust of members and thereby bring about real participation in potato market and ensure sustainable growth.
{"title":"Factors Determining Potato Market Outlet Choices of Members’ of Primary Agricultural Cooperative Societies: The Case of Jeldu Woreda, West Shoa Zone, Oromia Regional State, Ethiopia","authors":"Dereje Hailu Korsa, S. Nakkiran","doi":"10.7176/jmcr/73-01","DOIUrl":"https://doi.org/10.7176/jmcr/73-01","url":null,"abstract":"Potato (Solanum tuberosum L.) popularly known as ‘The king of vegetables’, which is the fourth most important food crop next to maize, wheat and rice worldwide. The choice of market outlet for smallholder potato producers is very important, since potato is perishable product and more demanded by the society. The present study examines the major “Factors determining potato market outlet choices of members’: of primary agricultural cooperative societies: The study employed survey methods as a research approach. A random sample of 159 members of cooperatives societies has been selected for interview. Both descriptive and econometric methods have been employed for data analysis. Results from descriptive statistics shows that 69.8% of the total members have chosen non-cooperative firms as their potential market outlet for their potato produces, while 30.2% of them have chosen cooperatives as their outlets since the majority of the members have witnessed that non-cooperative firms have provided relatively fair price to their potato produce. The logistic regression model with p-value of 0.001 has witnessed that there is statistically significant difference between cooperatives and non-cooperative firms in market outlet choice. Moreover, results from logistic regression model reveals that extension service offered by the cooperatives, transportation facility, distance from markets , distance from cooperatives, access to credit and belief on cooperatives have p-value of less than 5% and hence are found to be the most determining factors of members market outlet choice in the study area. The study shows that cooperatives failed to be chosen as premier and potential market outlet by members in the study area. Therefore, the researcher suggested that institutional capacity of cooperatives should be strengthened in order to face unfair competition, influence other firms to behave competitively in the market place, to win trust of members and thereby bring about real participation in potato market and ensure sustainable growth.","PeriodicalId":246571,"journal":{"name":"Journal of Marketing and Consumer Research","volume":"11 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131724744","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}
Smartphones have become the daily necessity among people. People always look for the new model of smartphones, and the trend of changing smartphones is still very strong. The purpose of this research is to study the factors affecting the purchase intention of smartphones in Sultanate of Oman. The study has chosen seven variables to study the relationship between brand name, price, product features, convenience, dependency, social influence and purchase intention. An online questionnaire was adopted to carry out the study. The content of the survey included demographic factors and questions based on each variable. A sample of 51 responses are collected. It is concluded that the purchase decision has no significant relation between gender and age. It is proved that purchase decision of smartphone by Omanis is influenced by price, product features and social influence. Brand name, convenience and dependency has no impact significant impact on the purchase decision. Keywords: Brand name, Price, Product features, Convenience, Dependency, Social influence, Purchase intention. DOI: 10.7176/JMCR/72-04 Publication date: October 31 st 2020
{"title":"Factors Influencing the Purchase Decision of Smartphone Users in Sultanate of Oman","authors":"Renjith Kumar.R, Diana Fernandez","doi":"10.7176/jmcr/72-04","DOIUrl":"https://doi.org/10.7176/jmcr/72-04","url":null,"abstract":"Smartphones have become the daily necessity among people. People always look for the new model of smartphones, and the trend of changing smartphones is still very strong. The purpose of this research is to study the factors affecting the purchase intention of smartphones in Sultanate of Oman. The study has chosen seven variables to study the relationship between brand name, price, product features, convenience, dependency, social influence and purchase intention. An online questionnaire was adopted to carry out the study. The content of the survey included demographic factors and questions based on each variable. A sample of 51 responses are collected. It is concluded that the purchase decision has no significant relation between gender and age. It is proved that purchase decision of smartphone by Omanis is influenced by price, product features and social influence. Brand name, convenience and dependency has no impact significant impact on the purchase decision. Keywords: Brand name, Price, Product features, Convenience, Dependency, Social influence, Purchase intention. DOI: 10.7176/JMCR/72-04 Publication date: October 31 st 2020","PeriodicalId":246571,"journal":{"name":"Journal of Marketing and Consumer Research","volume":"803 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123287269","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 paper examined the effect of service quality on customer satisfaction in Commercial Bank of Ethiopia, Mekelle branch. The five hypotheses were tested by using statistical techniques. The study is explanatory type of research. The sample size is 300 and is chosen on convenient basis. The primary source of data was collected using questionnaire. Data were analyzed by using SPSS version 21. Ordinal regression method was used to model the relationship between the customer satisfaction and service quality dimensions. The explanatory variables include tangibility, reliability, responsiveness, assurance and empathy; and the response variable is customer satisfaction. Customer satisfaction was measured on ordered, categorical, and five-point Likert scale: strongly disagree, disagree, neutral, agree and strongly agree. The model fitting statistics and the reliability of the model assumption: parallel lines tests, overall goodness of fit information were tested. The findings indicated that the explanatory variables were significantly associated with the customer satisfaction. Keywords: Service quality dimensions and Customer satisfaction. DOI: 10.7176/JMCR/72-02 Publication date: October 31 st 2020
{"title":"The Impact of Service Quality on Customer Satisfaction in Commercial Bank of Ethiopia, Mekelle Branch","authors":"Mebrahtom Abebe Gebrehiwot","doi":"10.7176/jmcr/72-02","DOIUrl":"https://doi.org/10.7176/jmcr/72-02","url":null,"abstract":"This paper examined the effect of service quality on customer satisfaction in Commercial Bank of Ethiopia, Mekelle branch. The five hypotheses were tested by using statistical techniques. The study is explanatory type of research. The sample size is 300 and is chosen on convenient basis. The primary source of data was collected using questionnaire. Data were analyzed by using SPSS version 21. Ordinal regression method was used to model the relationship between the customer satisfaction and service quality dimensions. The explanatory variables include tangibility, reliability, responsiveness, assurance and empathy; and the response variable is customer satisfaction. Customer satisfaction was measured on ordered, categorical, and five-point Likert scale: strongly disagree, disagree, neutral, agree and strongly agree. The model fitting statistics and the reliability of the model assumption: parallel lines tests, overall goodness of fit information were tested. The findings indicated that the explanatory variables were significantly associated with the customer satisfaction. Keywords: Service quality dimensions and Customer satisfaction. DOI: 10.7176/JMCR/72-02 Publication date: October 31 st 2020","PeriodicalId":246571,"journal":{"name":"Journal of Marketing and Consumer Research","volume":"34 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121162606","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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