International Journal of Business and Emerging Markets (8 papers in press)
Market Orientation and Customer Satisfaction: The Role of Service Quality and Innovation
by Mahmoud Abdulai Mahmoud, Robert E. Hinson, Dickson Muumob Duut
Abstract: The aim of this study is to examine the relationship between market orientation (MO) and customer satisfaction (CS), and the interaction effects of service quality and innovation on this relationship. The study adopted a quantitative research approach. Questionnaire was used to collect data from 277 respondents comprising of marketing managers and employees selected from leading banks in Ghana. A structural equation modelling was used to analyse the data. The results indicated that MO and its components have positive and significant relationship with CS. In addition, it was found that service quality and innovation have interaction effects on MO and CS, where the two variables strengthen the relationship between MO and CS. Based on the findings, the study recommends that practitioners and bank managers should be innovative and improve upon the service quality of the banking services in order to keep their customers satisfied.
Keywords: Market Orientation; Customer Satisfaction; Service Quality; Innovation; Banks.
Antecedents of electronic wallet adoption: A unified adoption based perspective on a demonetized economy
by Pallab Sikdar, Amresh Kumar, Md. Moddassir Alam
Abstract: Electronic wallet has been a disruptive innovation in payments landscape. It has afforded convenience from remitters perspective and transactional efficiency to the beneficiary. The gradually increasing significance of e-wallets warrants an exploration of antecedents leading to adoption of e-wallets by the users. Digitizing the payments assume enhanced importance in an economy where level of disposable household currency is reduced owing to sovereign policies. Present study employs UTAUT2 framework towards investigating the factors generating usage intentions for e-wallet applications and the extent to which such intentions translate to final usage behavior. Demonetized Indian economy constitutes the geographical base for the study, while respondents comprise of individuals possessing awareness and prior experience of e-wallet usage. Structural Equation Modeling was applied to primary data gathered from 462 respondents. Findings reveal positive significant intention based causation's arising from five out the seven conceptualized constructs in a demonetized economic environment, while usage intentions were found to be significantly and positively translating to usage behavior.
Keywords: electronic wallet; technology adoption; UTAUT; demonetization; India.
CONSUMER BASED DETERMINANTS OF BRAND LOVE AND ITS CONSEQUENCES: A QUANTITATIVE RESEARCH
by Ruchi Garg, Jaydeep Mukherjee, Soumendu Biswas
Abstract: The objective of the paper is to investigate consumer-based determinants of brand love and its consequences. The study examines brand reputation, brand anthropomorphization, communal orientation as factors influencing brand love and word of mouth, consumer forgiveness, and willing to pay a price premium as outcomes of brand love. A total of 360 responses were collected and SEM was employed to examine the research model. Findings indicated that brand anthropomorphization, communal orientation, and brand reputation are indicators of brand love. Results suggested that brand love partially mediated the relation between consumer orientation and consumer forgiveness. Practitioners could employ the research model for consumer segmentation and formulation of their brand positioning and communication strategies. This study could help them in the creation of brand love which further limits the harmful impact of brand failure.
Keywords: Brand Love; Brand Reputation; Brand Anthropomorphization; Communal Orientation; Consumer Forgiveness.
An Exploratory Examination of the Relationship between Time-In-Market and Market Share for Foreign Firms in a Consumer Ethnocentric Emerging Market
by Larry P. Pleshko, Richard A. Heiens
Abstract: The current study examines the relationship between time-in-market and market share for foreign firms versus domestic firms in the consumer ethnocentric emerging market of Kuwait. Data were collected from ninety-nine competitors in five retail service categories. The results demonstrate that domestic Kuwaiti firms tend to have a significantly higher market share than foreign firms. The market share advantage of domestic firms over foreign firms is especially robust for those companies with greater time-in-market. Thus, there is no pioneering advantage for foreign firms in the Kuwait market. In fact, recent foreign entrants actually tend to outperform more established foreign competitors.
Keywords: Time-In-Market; Market Share; Consumer Ethnocentricity; Emerging Market.
Antecedents of customer loyalty in mobile phone service: A study from Sub-Saharan Africa
by W. Frank Thompson, Jr.
Abstract: Mobile phone service has become an efficient and accessible communication medium in Sub-Saharan Africa. As market growth attracts more competition, improving customer loyalty becomes an important strategic advantage. In general, previous research has focused on customer loyalty as a single variable. This study addresses this gap in the literature by examining customer loyalty as two separate variables: behavioural and attitudinal loyalty. This study examines four antecedents of mobile phone behavioural and attitudinal loyalty in an emerging economy: reliability, assurance, value, and satisfaction. Data from 309 survey respondents in the Sub-Saharan Africa country of Ghana are analyzed using PLS-SEM. The study finds strong direct relationships between reliability and value, and satisfaction and behavioral loyalty. The study contributes to the literature by finding (1) that behavioral and attitudinal loyalty are two measurable variables and (2) that customers value and satisfaction perceptions mediate the relationship between service provider quality and loyalty. These findings can help mobile phone service providers in building customer loyalty.
Keywords: customer loyalty; mobile phone service; Sub-Saharan Africa; behavioural loyalty; attitudinal loyalty; reliability; assurance; value; satisfaction; Ghana; emerging markets.
Factors that affects students intention and use of technology: An assessment of UTAUT2 in context of YouTube Video forwarding behavior
by Suresh Acharya, Ganesan P
Abstract: The acceptance and use of technologies such as Social networking sites is an important factor in determining their success. YouTube a Social networking Site is seeing a massive surge in India. YouTube is a very popular website among students who view videos for both fun and pleasure, as well as to seek informative content. This study seeks to understand the behaviour of students enrolled in higher education with regard to YouTube usage. The very act of forwarding content exhibits an implicit approval and credibility of the message. However, the factors affecting a users decision to accept a Social networking site like You Tube and forward the content to users on their networks have received scant attention. To address this gap, a study was undertaken using Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) and testing the factors that influence students acceptance and use of You Tube after altering one of its core construct the Price Value. Also, this research addresses the question whether UTAUT2 is applicable in assessing the frequency of the forwards of videos. A convenience sampling technique was employed in this study, drawn from a population of graduate students enrolled at a Business School in city of Mysuru. Data was collected through a survey questionnaire which was completed by 165 participants. The study found a mixed support for UTAUT2. Performance expectancy, Effort expectancy, Hedonic motivation and Habit were significant determinants of Behavioral Intention. There was no significance found with the use behaviour which is operationalized as frequency of forwards of videos. Gender moderating variables had no significant influence except for Habit on behavioral intention.
Keywords: UTAUT2; You Tube; User generated content; forwarding frequency.
Special Issue on: Business Models in a Digital Age Balancing Competitive and Collaborative Forces
Bridging the Divide with a Chat Window: Why Consumers Prefer Using Live Chat Support on Foreign E-Commerce Sites
by Daniel Brannon, Muhanad Manshad
Abstract: In the present research, we investigate how consumers using a foreign (vs. domestic) e-commerce site (e.g., Alibaba.com, JD.com) prefer to communicate with customer service agents on that site. Our results suggest that consumers using a foreign (vs. domestic) site prefer to communicate with service agents on computer-mediated channels, such as live chat, instead of more traditional and direct channels, such as phone. Driving this effect, consumers on foreign sites have lower expectations of their ability to communicate with service agents. Further, we explore individual differences in uncertainty avoidance as a moderator of this basic effect. Our research contributes to existing literature by looking at the benefits of computer-mediated environments in the context of cross-cultural service encounters.
Keywords: computer-mediated environments; live chat; customer service; cultural congruence.
Gender Differences in Entrepreneurial Attitudes and Intentions: The Case of Brand Dubai
by Gouher Ahmed
Abstract: In this age of economic development and growth, entrepreneurship is regarded as an important factor for the promotion of economic growth, employment, social welfare in gender justice. This study is a study of entrepreneurial intentions of men and women in the developing Emirate of Dubai in the United Arab Emirates, which has special consideration for women, with the help of a sample of women and men numbering 476. Entrepreneurship replete with a number of factors of entrepreneurial attributes, which however may vary over time and space and between genders. They may be universal too, which is established by this study of entrepreneurial men and women of the dynamic Dubai Emirate. Entrepreneurship is associated with risk and uncertainty, but profit is not the only intention of an entrepreneurial career, for men and women, especially the latter. As a result, the sample entrepreneurial class of women and men, emerge as the one with good attitudes of self and social, and not with the intention of just making a profit but also of creative achievement and others. Dubai is endowed by a well- motivated and well-intended, young and educated native and expatriate entrepreneurial class, which calls for policy and physical support from government and all concerned. There is practically no entrepreneurial and enterprise sickness. It is greatly Islamic entrepreneurship.
Keywords: Gender; entrepreneurial; attitudes; intentions; Dubai; UAE.