International Journal of Electronic Customer Relationship Management (8 papers in press)
The Effect of Online Live Streaming Quiz on the Continuous Use of Mobile E-commerce Platform: An Expectation Confirmation Model Perspective
by Chung-Lun Wei, Mei-Ru Lin, Kuan-Yi Liao, Pin-Xuan Huang, Ching Wang, Li-Qi Lin
Abstract: The advancement of information technology has driven the progress of mobile e-commerce platforms. Nowadays, consumers not only consider the product and the convenience of the user interface when choosing a platform, but also the interaction between them and the platform. Studies on promoting the use of the platform through online live streaming quiz remain less explored. This study uses the Shopee-quiz (a puzzle game with mobile apps on the Shopee E-commerce platform) and applies the expectationconfirmation model (ECM) with perceived playfulness to examine the effect of ECM and perceived playfulness on the continuous use intention of the e-commerce platform. Questionnaires were collected in Taiwan, and partial least-squares technique was used to test the proposed model. Results indicate that confirmation positively affects the perceived usefulness and playfulness. Perceived usefulness, perceived playfulness and confirmation positively affect customers satisfaction. In turn, customers satisfaction and perceived playfulness positively affect the users continuance intention. However, perceived usefulness has an insignificant effect on the continuance intention. The implications of the findings, future research directions and the study's limitations are also discussed.
Keywords: expectation-confirmation model; online live streaming quiz; Shopee-quiz; perceived playfulness; mobile APP.
Role of e-service quality in articulating e-WOM: A Serial Mediation Approach
by Baljit Kaur
Abstract: The current paper examines the mechanism to generate positive electronic word of mouth (e-WOM) through e-service quality. The study further examines the mediation of satisfaction, trust, and loyalty between e-service quality and e-WOM. The proposed model was tested using a serial mediation approach. Five hundred forty-five respondents filled a structured questionnaire. The results indicate that all proposed hypotheses were supported except for the direct influence of e-service quality on e-WOM. Results indicate a full mediation of e-satisfaction, e-trust, and e-loyalty between e-service quality and e-WOM. The service managers of electronic services should focus on service quality elements to provide a satisfactory service. However, they should try to build trust and loyalty along with satisfaction, if they expect to generate better word of mouth.
Keywords: Serial Mediation; e-service quality; e-WOM; e-satisfaction; e-trust; and e-loyalty.
Towards a conceptual framework for Customer Relationship Management for Public Universities in Mauritius
by Randhir Roopchund
Abstract: Public universities in Mauritius aim to climb the overall universities ranking by improving the quality of teaching, research, and student support services so as to improve overall student satisfaction. They are also devising strategies to achieve higher student engagement by developing effective relationships with students. The Tertiary education Commission has pointed out many student support problems and administrative bureaucracy in its recent quality audit reports that may lead to poor student engagement and attrition. The current research seeks to address this problem by proposing a Customer Relationship Management framework based on a mixed research approach based on survey findings with 370 students and personal interviews with management in public universities. The proposed components that have been extracted are academic support services, financial assistance, administrative services, student facilitation and technological support services. The current research will be highly instrumental for improving student engagement and loyalty through higher customer satisfaction
Keywords: Conceptual Framework; CRM; Public Universities; Student attrition; student engagement and Loyalty.
Future research direction for customer satisfaction in relation to complaint handling and service recovery in e-commerce
by Parveen Kumari, Satinder Kumar
Abstract: The aim of the paper has been to highlight a research gap based on review of literature published on customer satisfaction about complaint handling and service recovery in e-commerce from year 1996 to 2018. It identifies the e-search gap in existing literature, provides a categorization scheme and prepares the guidelines for future study. Existing studies have primarily focused on customer satisfaction with service recovery in different areas like hospitals, hotels and tourism sector but e-commerce remains untouched. Related with this mechanism most of studies have been carried out in different countries like Taiwan, Malaysia, and New York but little attention has been done in countries such as India and China to carry out the relationship of service recovery and complaint handling satisfaction in context of e-commerce. It will be great extensive source of information to the policy maker, and management that he wants to prepare the service recovery policy in e-commerce area.
Keywords: service recovery; customer satisfaction; interactional justice; procedural justice; distributive justice; e-commerce.
Dynamics of marketing automation adoption for organisational marketing process transformation: the case of Microsoft
by Sung Hak Hong, Min Jae Park
Abstract: As markets and customers rapidly digitalise with technological advances, companies are responding by increasingly introducing marketing automation (MA). This study aims to support successful MA adoption and marketing transformation. To achieve this aim, we design an MA adoption model based on Kotter's eight-step model, and we study the dynamics of the MA adoption process by analysing Microsoft's MA adoption case. Based on the results of the analysis, we present an MA adoption model in eight stages. The MA adoption model proposes a step-by-step transformation in adopting MA and suggests that to ensure successful completion, MA should be adopted in conjunction with marketing transformation rather than remaining on the level of technology adoption. The MA adoption model presented in this study is expected to help managers understand the dynamics of MA adoption and, thus, help them to build an appropriate MA adoption strategy.
Keywords: marketing automation; process transformation; Kotter's model; case; Microsoft.
Investigating factors in implementation of electronic customer relationship management and its consequences in private hospitals in Isfahan city
by Mohsen Seify, Reihaneh Alsadat Tabaeeian, Atefeh Khoshfetrat
Abstract: Nowadays customer relationship and customer loyalty are gaining importance in hospitals, and hospitals are trying to attract customers' satisfaction and establish long-term relationships with them. The purpose of this study is to investigate the effect of key factors on the implementation of electronic customer relationship management in private hospitals and health centres, as well as its impact on customer satisfaction, customer loyalty. The statistical population of this study included 249 employees, practitioners and managers of private hospitals in Isfahan who were randomly selected. A researcher made questionnaire was used to collect information. For determining the validity of the questionnaire, face validity was used and the Cronbach's alpha was utilised to determine the reliability of the questionnaire. Cronbach's alpha coefficient calculated for the questionnaire was 0.85. In order to analyse the collected data, Pearson correlation coefficient test using SpSS18 and also the structural equation approach was applied using smart pls software to study and test the research hypotheses. The results of the research showed that the effective implementation of customer relationship management and considering the important factors in implementation have a positive effect on customer satisfaction, customer loyalty, and profitability of hospitals.
Keywords: organisational culture; customer relationship management; CRM; customer satisfaction; private hospital; customer loyalty.
The impact of training programme of digital banking services to employees of unorganised sector and their acceptability in India
by Nitin Bansal
Abstract: Training programme to employees of unorganised sector is a highly crucial component to enhance the acceptability of digital banking services. This study has focused on the analysis of impact of training programme of digital banking services to employees of unorganised sector and their acceptability of digital banking services in India. This study has administered the factor analysis to analyse the applicability and reliability of scale, i.e., training programme of digital banking services, before the stepwise method (forward selection) of multiple linear regression was used. Primary data has collected from the Delhi region with the help of questionnaires through a self administered approach. Stratified random sampling technique was used and total 412 useful schedules were considered for analysis of data using SPSS version 23. The results of the study show that there is a positive impact of training programme of digital banking services to the employees of unorganised sector, which enhances the usability and acceptance of digital banking services, and leads to the reduction in the banking cost to the employees of unorganised sector.
Keywords: digital banking services; training programme; employees of unorganised sector; employee's acceptability; risk; trust; cost reduction; frequency of training; internet; India.
To understand the life cycle and customer adoption of mobile apps in modern India
by Rajeshwari Malik
Abstract: Smart phones are smart as they are loaded with apps, and hence 80% of the total time spend on phone is actually spent on apps. Our everyday activities are today managed and governed by mobile apps. There are apps for social networking, entertainment, banking, shopping, travel, reading, news, health, fitness, games, etc. New apps are coming daily and old apps are being removed or uninstalled. The apps industry and its ecosystem is highly complex and dynamic. Life span of apps play a key role in profitability, hence every player is struggling to prolong the life cycle of an app. Various app stores are brimming with all categories of apps, and creating strategies to win customer loyalty. This study is an attempt to understand consumer-adoption behaviour, and identify the key factors valued by customers for any app to be used for a long time. This can help design successful strategies.
Keywords: mobile apps; consumer adoption model; product life cycle; PLC; marketing strategies; business environment; innovation; India.