Pub Date : 2020-12-16DOI: 10.1080/15332667.2020.1855070
S. Schneider, F. Huber
Abstract This study sheds light on the process of price-related word-of-mouth by exploring the dissemination of positively and negatively valanced price information as well as the role of social ties and market mavenism. Social ties strengthen the effect of a price change communicated by word-of-mouth on the subsequent dissemination. Market mavens are found to have a higher intention to retransmit price knowledge via word-of-month, which in turn leads to a higher purchase intention. The study extends the accessibility-diagnosticity model, the strength of weak ties, and the theory of group stability to demonstrate that price-related word-of-mouth predominantly represents an opportunity for managers.
{"title":"The Diffusion of Price-Related Word-of-Mouth: A Study Exploring the Role of Market Mavens and Social Ties","authors":"S. Schneider, F. Huber","doi":"10.1080/15332667.2020.1855070","DOIUrl":"https://doi.org/10.1080/15332667.2020.1855070","url":null,"abstract":"Abstract This study sheds light on the process of price-related word-of-mouth by exploring the dissemination of positively and negatively valanced price information as well as the role of social ties and market mavenism. Social ties strengthen the effect of a price change communicated by word-of-mouth on the subsequent dissemination. Market mavens are found to have a higher intention to retransmit price knowledge via word-of-month, which in turn leads to a higher purchase intention. The study extends the accessibility-diagnosticity model, the strength of weak ties, and the theory of group stability to demonstrate that price-related word-of-mouth predominantly represents an opportunity for managers.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-12-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2020.1855070","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42351021","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}
Pub Date : 2020-12-08DOI: 10.1080/15332667.2020.1855069
E. Mainardes, Marinalva Barros da Silva, D. Monte-mor
Abstract This research verifies whether perceived justice, from customers in the treatment of a complaint, influences satisfaction and generates positive behavioral intention, the trust and affective commitment acting as moderators of the relationship between perceived justice and satisfaction. Data were collected with an questionnaire from 324 bank customers who had made at least one claim against their bank. The perceived justice during the handling of complaints generates satisfaction. Satisfied customers tend to arouse a positive intention, which can generate benefits in terms of loyalty and word of mouth. Increased trust and affective commitment can contribute to greater personalization of banking services.
{"title":"Effects of Perceived Justice on the Behavioral Intention of Customers in the Banking Sector","authors":"E. Mainardes, Marinalva Barros da Silva, D. Monte-mor","doi":"10.1080/15332667.2020.1855069","DOIUrl":"https://doi.org/10.1080/15332667.2020.1855069","url":null,"abstract":"Abstract This research verifies whether perceived justice, from customers in the treatment of a complaint, influences satisfaction and generates positive behavioral intention, the trust and affective commitment acting as moderators of the relationship between perceived justice and satisfaction. Data were collected with an questionnaire from 324 bank customers who had made at least one claim against their bank. The perceived justice during the handling of complaints generates satisfaction. Satisfied customers tend to arouse a positive intention, which can generate benefits in terms of loyalty and word of mouth. Increased trust and affective commitment can contribute to greater personalization of banking services.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-12-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2020.1855069","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41762400","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}
Pub Date : 2020-12-04DOI: 10.1080/15332667.2020.1840904
R. Khan, Yashar Salamzadeh, Qaisar Iqbal, Shaohua Yang
Abstract This study investigates the impact of customer relationship management (CRM) and company reputation on customer loyalty with customer satisfaction mediating the relation among small and medium-sized enterprises. Customer satisfaction is essential for company reputation and loyalty because a company’s reputation largely depends on customer satisfaction in turbulent markets. Therefore, the current study is conducted in the Pakistani context to examine the customer believes regarding the company reputation. Due to uncertainty in the Pakistani market, no company can go smoothly in this turbulent market. To achieve the main objective of the study, data were collected from registered firms operationalized in Islamabad and Rawalpindi and verified by the Small and Medium-sized Enterprises Development Authority (SMEDA). Structured questionnaires were employed and total 345 questionnaires were distributed among the top management and 217 responses were received. After excluding those responses which were missing and not correctly completed, the remaining 181 were used for final analysis. For hypothesis testing, AMOS was used. Hence, our findings suggest that customer relationship management and company reputation have a positive and significant impact on customer loyalty. Additionally, customer satisfaction partially mediates the relation among customer relationship management, company reputation and customer loyalty. Hence, this study offers some suggestions to policymakers and practitioners. They should build deep trust among the company’s staff, which will become a good source of company reputation. In addition, different steps such as advertising, public relations and marketing campaigns are significant in changing customer’s behaviors.
{"title":"The Impact of Customer Relationship Management and Company Reputation on Customer Loyalty: The Mediating Role of Customer Satisfaction","authors":"R. Khan, Yashar Salamzadeh, Qaisar Iqbal, Shaohua Yang","doi":"10.1080/15332667.2020.1840904","DOIUrl":"https://doi.org/10.1080/15332667.2020.1840904","url":null,"abstract":"Abstract This study investigates the impact of customer relationship management (CRM) and company reputation on customer loyalty with customer satisfaction mediating the relation among small and medium-sized enterprises. Customer satisfaction is essential for company reputation and loyalty because a company’s reputation largely depends on customer satisfaction in turbulent markets. Therefore, the current study is conducted in the Pakistani context to examine the customer believes regarding the company reputation. Due to uncertainty in the Pakistani market, no company can go smoothly in this turbulent market. To achieve the main objective of the study, data were collected from registered firms operationalized in Islamabad and Rawalpindi and verified by the Small and Medium-sized Enterprises Development Authority (SMEDA). Structured questionnaires were employed and total 345 questionnaires were distributed among the top management and 217 responses were received. After excluding those responses which were missing and not correctly completed, the remaining 181 were used for final analysis. For hypothesis testing, AMOS was used. Hence, our findings suggest that customer relationship management and company reputation have a positive and significant impact on customer loyalty. Additionally, customer satisfaction partially mediates the relation among customer relationship management, company reputation and customer loyalty. Hence, this study offers some suggestions to policymakers and practitioners. They should build deep trust among the company’s staff, which will become a good source of company reputation. In addition, different steps such as advertising, public relations and marketing campaigns are significant in changing customer’s behaviors.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-12-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2020.1840904","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47644980","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}
Pub Date : 2020-10-01DOI: 10.1080/15332667.2019.1705743
Min-Jon Kuo, Dauw-Song Zhu, Louis White
Abstract Due to the uniqueness of Chinese culture, relationship marketing cannot be interpreted directly from the extant theories developed in Western society. Using qualitative research, the study constructed an integrated model of B2B gaunxi and proposed seven observations through the interviews with Taiwanese small and medium enterprises. The proposed model describes a complete process of building guanxi with five levels: evaluation of the target firm, channels for building guanxi, exchange of B2B guanxi, evaluation of guanxi quality, and evaluation of guanxi performance, which can be applied for developing business relationships in China. The use of interviewees’ real dialogs provides a “hands on/real world” view of the role of guanxi for building and maintaining business relationships, which have here-to-fore been treated in comparatively esoteric ways.
{"title":"An Integrated B2B Guanxi Model: A Taiwan Perspective","authors":"Min-Jon Kuo, Dauw-Song Zhu, Louis White","doi":"10.1080/15332667.2019.1705743","DOIUrl":"https://doi.org/10.1080/15332667.2019.1705743","url":null,"abstract":"Abstract Due to the uniqueness of Chinese culture, relationship marketing cannot be interpreted directly from the extant theories developed in Western society. Using qualitative research, the study constructed an integrated model of B2B gaunxi and proposed seven observations through the interviews with Taiwanese small and medium enterprises. The proposed model describes a complete process of building guanxi with five levels: evaluation of the target firm, channels for building guanxi, exchange of B2B guanxi, evaluation of guanxi quality, and evaluation of guanxi performance, which can be applied for developing business relationships in China. The use of interviewees’ real dialogs provides a “hands on/real world” view of the role of guanxi for building and maintaining business relationships, which have here-to-fore been treated in comparatively esoteric ways.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2019.1705743","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49639046","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}
Pub Date : 2020-10-01DOI: 10.1080/15332667.2019.1688599
I. Gil‐Saura, M. Ruiz-Molina, Gloria Berenguer-Contrí, M. Šerić
Abstract The present paper aims to examine if variables widely studied in B2C contribute to building strong relationships in B2B markets. Moreover, it analyzes the existence of differences across retailers related to percentage of purchases from the main supplier. Through a personal survey to retail store managers regarding their relationships with their main suppliers, a structural equation model is estimated through PLS to test the hypothesized relations between retail equity, value, relational benefits, trust, and commitment. A multi-group analysis is performed to test the moderating role of the percentage of purchases from the main supplier. Three types of relational benefits identified have unequal influence on relationship value. In particular, special treatment benefits and social benefits, together with retail equity, emerge as the main drivers of value in the relationship between retailers and their main suppliers. The percentage of purchases from the main supplier plays a moderating role in some of these relations. This research provides evidence in the sense that, in the relations held by retailers with their main suppliers, retail equity contributes to relationship value creation. Relational benefits are relevant in building B2B relations since special treatment and social benefits have a positive influence on value that is positively related to trust and commitment. To build strong relations with their customers, suppliers of retailers should mainly concentrate their efforts on building brand equity and providing evidence of the existence of special treatment benefits beyond the service delivered, in view of its ultimate influence on customer trust and commitment.
{"title":"The Role of Retail Equity, Value and Relational Benefits in Building B2B Relationships in Retailing","authors":"I. Gil‐Saura, M. Ruiz-Molina, Gloria Berenguer-Contrí, M. Šerić","doi":"10.1080/15332667.2019.1688599","DOIUrl":"https://doi.org/10.1080/15332667.2019.1688599","url":null,"abstract":"Abstract The present paper aims to examine if variables widely studied in B2C contribute to building strong relationships in B2B markets. Moreover, it analyzes the existence of differences across retailers related to percentage of purchases from the main supplier. Through a personal survey to retail store managers regarding their relationships with their main suppliers, a structural equation model is estimated through PLS to test the hypothesized relations between retail equity, value, relational benefits, trust, and commitment. A multi-group analysis is performed to test the moderating role of the percentage of purchases from the main supplier. Three types of relational benefits identified have unequal influence on relationship value. In particular, special treatment benefits and social benefits, together with retail equity, emerge as the main drivers of value in the relationship between retailers and their main suppliers. The percentage of purchases from the main supplier plays a moderating role in some of these relations. This research provides evidence in the sense that, in the relations held by retailers with their main suppliers, retail equity contributes to relationship value creation. Relational benefits are relevant in building B2B relations since special treatment and social benefits have a positive influence on value that is positively related to trust and commitment. To build strong relations with their customers, suppliers of retailers should mainly concentrate their efforts on building brand equity and providing evidence of the existence of special treatment benefits beyond the service delivered, in view of its ultimate influence on customer trust and commitment.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2019.1688599","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48031590","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}
Pub Date : 2020-10-01DOI: 10.1080/15332667.2019.1705742
Reham Shawky Ebrahim
Abstract In this era, social media platform is integrated into the marketing strategy. This new technology sets out new mechanisms and communication tools that companies can rely on to interact and engage with actual and potential customers. This study aimed at exploring the impact of social media marketing activities (SMM) on brand loyalty via brand trust and brand equity. Based on an online survey of 287 users who follow telecommunications companies on social media located in Egypt, data was collected and analyzed using structural equation modeling. The results revealed that SMM activities comprise only three dimensions; trendiness, customization and word-of-mouth. These attributes of social media marketing directly influence brand loyalty and indirectly influence brand equity mediated by brand trust. The study emphasis the role of trust and provide guidance toward measuring the effectiveness of social media marketing.
{"title":"The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty","authors":"Reham Shawky Ebrahim","doi":"10.1080/15332667.2019.1705742","DOIUrl":"https://doi.org/10.1080/15332667.2019.1705742","url":null,"abstract":"Abstract In this era, social media platform is integrated into the marketing strategy. This new technology sets out new mechanisms and communication tools that companies can rely on to interact and engage with actual and potential customers. This study aimed at exploring the impact of social media marketing activities (SMM) on brand loyalty via brand trust and brand equity. Based on an online survey of 287 users who follow telecommunications companies on social media located in Egypt, data was collected and analyzed using structural equation modeling. The results revealed that SMM activities comprise only three dimensions; trendiness, customization and word-of-mouth. These attributes of social media marketing directly influence brand loyalty and indirectly influence brand equity mediated by brand trust. The study emphasis the role of trust and provide guidance toward measuring the effectiveness of social media marketing.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2019.1705742","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48830217","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}
Pub Date : 2020-10-01DOI: 10.1080/15332667.2019.1705744
M. Ruiz-Molina, Teresa Fayos-Gardó, Beatriz Moliner-Velázquez
Abstract Service recovery remains a topic of considerable interest for both academics and practitioners. This paper aims to explore the relations between recovery efforts and causal attributions, satisfaction, and both conventional and online word-of-mouth, as well as the moderating role of information and communication technologies (ICT) on the relationship between retailer’s efforts and satisfaction with the service recovery. On a sample of 336 retail customers who experienced service failure, we use SEM and multigroup analysis. As a result of the data analysis, there is evidence supporting the positive impact of attributions and recovery efforts on satisfaction, and the influence of the latter on both conventional and online word-of-mouth. Furthermore, the moderating influence of technology in the “recovery efforts-satisfaction” relationship is evidenced. Practical implications for retail managers and further research are presented.
{"title":"Can the Retailer’s ICT Enhance the Impact of Service Recovery Efforts on Customer Satisfaction?","authors":"M. Ruiz-Molina, Teresa Fayos-Gardó, Beatriz Moliner-Velázquez","doi":"10.1080/15332667.2019.1705744","DOIUrl":"https://doi.org/10.1080/15332667.2019.1705744","url":null,"abstract":"Abstract Service recovery remains a topic of considerable interest for both academics and practitioners. This paper aims to explore the relations between recovery efforts and causal attributions, satisfaction, and both conventional and online word-of-mouth, as well as the moderating role of information and communication technologies (ICT) on the relationship between retailer’s efforts and satisfaction with the service recovery. On a sample of 336 retail customers who experienced service failure, we use SEM and multigroup analysis. As a result of the data analysis, there is evidence supporting the positive impact of attributions and recovery efforts on satisfaction, and the influence of the latter on both conventional and online word-of-mouth. Furthermore, the moderating influence of technology in the “recovery efforts-satisfaction” relationship is evidenced. Practical implications for retail managers and further research are presented.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2019.1705744","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45914287","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}
Pub Date : 2020-08-08DOI: 10.1080/15332667.2020.1802642
K. Gokmenoglu, Aysel Amir
Abstract Given the importance of trust regarding the trustor - trustee relationship within the service industries, this paper aims to display and describe the relations between; perceived fairness - namely procedural fairness, distributional fairness and interactional fairness -, trustworthiness and customer trust within the banking sector, for the case of North Cyprus. Data was obtained through the use of surveys distributed to banking customers and analyzed with the use of partial least squares-structural equation modeling (PLS-SEM), a variance-based framework. Findings obtained suggest that the perception of both perceived fairness and trustworthiness are prominent contributors to the formation of customer trust within the banking industry. Results of the investigation provide a resourceful insight for both marketers and financial service providers aiming to induce customer interactions.
{"title":"The impact of perceived fairness and trustworthiness on customer trust within the banking sector","authors":"K. Gokmenoglu, Aysel Amir","doi":"10.1080/15332667.2020.1802642","DOIUrl":"https://doi.org/10.1080/15332667.2020.1802642","url":null,"abstract":"Abstract Given the importance of trust regarding the trustor - trustee relationship within the service industries, this paper aims to display and describe the relations between; perceived fairness - namely procedural fairness, distributional fairness and interactional fairness -, trustworthiness and customer trust within the banking sector, for the case of North Cyprus. Data was obtained through the use of surveys distributed to banking customers and analyzed with the use of partial least squares-structural equation modeling (PLS-SEM), a variance-based framework. Findings obtained suggest that the perception of both perceived fairness and trustworthiness are prominent contributors to the formation of customer trust within the banking industry. Results of the investigation provide a resourceful insight for both marketers and financial service providers aiming to induce customer interactions.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-08-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2020.1802642","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46015578","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}
Pub Date : 2020-08-04DOI: 10.1080/15332667.2020.1802643
S. Agrawal
Abstract The present study aimed at how service firms can adopt the WhatsApp platform for strengthening internal CRM from employees’ viewpoints through social network analysis. The study employed a descriptive research design with an interview method for collecting the data of 67 staff members from one the largest private sector bank’s main branch situated at Bhopal, Madhya Pradesh, India. Earlier, it was confirmed that all the staff members were on their professional WhatsApp group. The study identified various essential characteristics of the WhatsApp platform. Most importantly, the study found that the network of 67 staff members on the professional WhatsApp is well-connected based on the key metrics. Thus, WhatsApp is one of the most popular social media platforms nowadays which can be adopted for strengthening the internal CRM system of service firms. The study unfolds a range of theoretical as well as practical knowledge for both managers and researchers.
{"title":"Adoption of WhatsApp for Strengthening Internal CRM through Social Network Analysis","authors":"S. Agrawal","doi":"10.1080/15332667.2020.1802643","DOIUrl":"https://doi.org/10.1080/15332667.2020.1802643","url":null,"abstract":"Abstract The present study aimed at how service firms can adopt the WhatsApp platform for strengthening internal CRM from employees’ viewpoints through social network analysis. The study employed a descriptive research design with an interview method for collecting the data of 67 staff members from one the largest private sector bank’s main branch situated at Bhopal, Madhya Pradesh, India. Earlier, it was confirmed that all the staff members were on their professional WhatsApp group. The study identified various essential characteristics of the WhatsApp platform. Most importantly, the study found that the network of 67 staff members on the professional WhatsApp is well-connected based on the key metrics. Thus, WhatsApp is one of the most popular social media platforms nowadays which can be adopted for strengthening the internal CRM system of service firms. The study unfolds a range of theoretical as well as practical knowledge for both managers and researchers.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-08-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2020.1802643","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46041910","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}
Pub Date : 2020-07-17DOI: 10.1080/15332667.2020.1789928
S. R. Nikhashemi, N. Valaei, Sajad Rezaei, Grégory Bressolles
Abstract Due to high customer switching behavior from one mobile service provider to another and high competition within the market, scholars, and marketers are trying to find and formulate the most appropriate consumer-driven business strategy to stay competitive. Grounded in means-end, value, and brand equity theories, this study proposes an integrative model in the telecom context to establish value → trust→ brand → price tolerance→ word of mouth communication (WOMC) chain. As a primary approach, the survey method is used through which 437 online responses were collected. Applying Structural Equation Modeling (SEM), the findings of this study show that the empirical outcomes tally with the proposed relationships (the chain) and the importance-performance map analysis indicates that both perceived value and brand trust have the highest influence on price tolerance. Brand image and perceived value also demonstrate to be of highest importance in building positive WOMC in the context of the telecoms industry. In addition, this study found that brand equity components have strong mediating effects, while the moderating roles of gender and age across groups varies. Overall, this study contributes to the service marketing, branding, and consumer behavior literature, particularly in the context of telecommunications.
{"title":"The Hidden Chain of Branded Telecommunication Services Delivery: Value, Trust, Brand, Price Tolerance and Word of Mouth Communication Chain","authors":"S. R. Nikhashemi, N. Valaei, Sajad Rezaei, Grégory Bressolles","doi":"10.1080/15332667.2020.1789928","DOIUrl":"https://doi.org/10.1080/15332667.2020.1789928","url":null,"abstract":"Abstract Due to high customer switching behavior from one mobile service provider to another and high competition within the market, scholars, and marketers are trying to find and formulate the most appropriate consumer-driven business strategy to stay competitive. Grounded in means-end, value, and brand equity theories, this study proposes an integrative model in the telecom context to establish value → trust→ brand → price tolerance→ word of mouth communication (WOMC) chain. As a primary approach, the survey method is used through which 437 online responses were collected. Applying Structural Equation Modeling (SEM), the findings of this study show that the empirical outcomes tally with the proposed relationships (the chain) and the importance-performance map analysis indicates that both perceived value and brand trust have the highest influence on price tolerance. Brand image and perceived value also demonstrate to be of highest importance in building positive WOMC in the context of the telecoms industry. In addition, this study found that brand equity components have strong mediating effects, while the moderating roles of gender and age across groups varies. Overall, this study contributes to the service marketing, branding, and consumer behavior literature, particularly in the context of telecommunications.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-07-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2020.1789928","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46172861","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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