International Journal of Services Technology and Management (3 papers in press)

Regular Issues

• Trust or trend? The amplifying effect of brand credibility on online reviews and OEM product purchases  
  by Paulo Noel A. Mazo, Emmanuel P. Paulino, Anna Liza Aterrado, Mian Rayray 
  Abstract: This research explores the impact of online reviews and brand credibility on purchase intentions for original equipment manufacturer (OEM) products, which often encounter skepticism due to quality inconsistencies and counterfeit risks. The study investigates whether brand credibility amplifies the influence of online reviews on consumer decisions, emphasising their combined significance. OEMs in emerging markets like the Philippines struggle to build consumer trust due to limited brand recognition, despite the growing popularity of online shopping. Although online reviews are a key source of consumer information, their impact on purchase intentions especially through the lens of brand credibility remains insufficiently explored in this context. Employing a survey-based quantitative approach and analysing data from 300 frequent OEM buyers in Metro Manila using PLS SEM, the findings reveal that online reviews significantly affect purchase intentions directly and indirectly through brand credibility. The study addresses a gap by focusing on OEM products unique branding challenges and highlights the role of digital reputation and credibility-building in shaping consumer trust and purchase decisions. It provides insights for OEM sellers on leveraging online reviews and credibility strategies to enhance consumer perception and boost sales.
  Keywords: online reviews; purchase intention; PI; brand credibility; BC; original equipment manufacturer; OEM; mediation; digital consumer behaviour.
  DOI: 10.1504/IJEMR.2025.10073198
   
  
• A Multigroup Analysis For Service Brand Loyalty Across Generations X, Y and Z  
  by Joaquim A. Casaca, Pedro Miguel, Frederico Caetano, Sérgio Vinhas Da Silva 
  Abstract: In an increasingly competitive service environment, understanding how brand loyalty develops across generations is crucial. This study explores cognitive and emotional drivers of loyalty among Generations X, Y, and Z by testing a structural model that integrates perceived value, satisfaction, affective commitment, involvement, trust, and loyalty. Using data from 1,011 respondents and applying PLS-SEM and multigroup analysis (PLS-MGA), results show that satisfaction and trust are the strongest predictors of loyalty across all generations. However, emotional factors, particularly affective commitment and involvement, are more influential among younger consumers. Significant generational differences also emerge in how perceived value and satisfaction affect commitment. The findings underscore the importance of recognising generational nuances in loyalty formation and provide actionable insights for designing more effective, generation-specific loyalty strategies in service-based industries.
  Keywords: brand loyalty; generations; emotional attachment; affective commitment; perceived value; trust; satisfaction.
  DOI: 10.1504/IJSTM.2026.10079434
   
  
• Developing good parliamentary AI practices and monitoring their compliance with IPU standards  
  by Boldizsár Szentgáli-Tóth, Rudolf Berkes, Orsolya Zita Ferencz 
  Abstract: This study provides a comprehensive analysis of artificial intelligence (AI) implementation in parliamentary operations and its compliance with the 2024 Inter-Parliamentary Union (IPU) Resolution. Through examining current use cases across multiple national parliaments, we identify three primary applications: automated speech recognition for parliamentary reporting, AI-assisted legislative processes, and citizen engagement tools. The study evaluates these implementations against key IPU Resolution principles, including legal framework requirements, transparency, cultural diversity, education, privacy, and cybersecurity. While parliaments demonstrate strong compliance in areas of language diversity and educational initiatives, significant gaps remain in data protection and privacy safeguards. The findings suggest that parliamentary AI adoption remains in its early stages, with generative AI presenting both new opportunities and challenges for legislative processes. We conclude that while AI can enhance parliamentary efficiency, human supervision remains crucial for maintaining democratic integrity.
  Keywords: artificial intelligence; algorithmic constitutionalism; democratic institutions; legislative technology; parliaments.
  DOI: 10.1504/IJSTM.2026.10079900