International Journal of Technology Marketing (11 papers in press)
Do Reductions in Switching Barriers in The US Mobile Service Industry Affect Contract and No-Contract Customers Differently?
by Goitom Tesfom, Nancy Birch, Jeffrey Culver
Abstract: In the past four years, the US mobile phone service industry has implemented changes related to product offerings and competition strategies. Mobile phone service providers have shifted from contract to no-contract plans, separated devices from service costs and begun challenging switching barriers by offering to refund the financial costs of potential switchers. This study examines customers' perceptions of contract and no-contract mobile phone service plans regarding the impact of switching barriers on their decisions to change providers. Consistent with previous research, the study finds that contract and no-contract mobile phone service customers differ significantly in their perceptions of relational benefits, switching costs and availability and attractiveness of alternatives. However, in contrast with previous research, the study observes no significant differences in the length of time they intend to wait before switching and their perceptions of providers' effort to recover a service. Implications of the findings for theory and practice conclude.
Keywords: Mobile phone service; Service Retailing; Switching barriers; Consumer perceptions.
Proximity Marketing in Banking: Lessons from Retail and Entertainment Industries
by Anna Margulis, Harold Boeck, Nataly Levesque
Abstract: Ubiquitous technologies such as radio frequency identification (RFID) are increasingly being used by organisations to enhance customer experience. This study aims to discover new opportunities to improve customer experience in banking with ubiquitous technologies. The following steps were taken. We determined if and how RFID is being used in the banking industry to enhance customer experience by analysing case studies based on secondary data. We then compared these findings with cases from the entertainment and retail industries as these industries are leading the way in improving customer experience with proximity marketing strategies. The study found only three banking cases where RFID is used to improve customer experience. Our analysis indicates that banks mainly use RFID technology to increase service efficiency and customer convenience and that the potential offered by this
innovation is clearly underutilised.
Keywords: proximity marketing; radio frequency identification; RFID,customer experience; banking; retail; entertainment.
Technology-Based Marketing Strategies Through the Consumer Lens: How Might Perceptions of Ethicality and Effectiveness Interrelate?
by Roger Brooksbank, Sam Fullerton, Steven Miller
Abstract: Today, digital technologies are being routinely incorporated within most companies marketing strategies, and ongoing advancements mean that marketers are increasingly challenged as to which ones to deploy to best effect. Yet little research has sought to investigate the use of these technologies from a consumer perspective. Hence, a sample of 967 residents of the USA provided their perspectives in relation to 18 technology-based initiatives along two separate constructs: their ethicality according to societys moral norms, and their effectiveness as a mainstream marketing tool. This study focuses on measuring these constructs in order to explore how they might interrelate. Results indicate a wide spectrum of opinion as to what constitutes an ethical as well as an effective initiative and that, in general, the two constructs
are positively correlated albeit not in equal measure on each scale. Findings further suggest the potential existence of three sub-dimensions of the ethicality- effectiveness correlation dyad.
Keywords: consumer perspectives; effectiveness; ethicality; technology-based marketing strategies.
Wearable XR-Technology: Literature Review, Conceptual Framework and Future Research Directions
by Stephanie Chuah
Abstract: Extended reality (XR) has revamped the way people experience the physical and the virtual environments, from observation to immersion. XR is an umbrella term that encompasses both augmented reality (AR) and virtual reality (VR), among others. Despite the promising outlook, this nascent technology has been shrouded by uncertain possibilities, making the adoption of XR technology much slower than expected. Moreover, the interdisciplinary applications of XR technology have led to scattered scholarly works and fragmentary insights to be translated into practice. Thus, there is a pressing need for a critical review and synthesis of prior XR research in order to strengthen this emerging field in IS. To accomplish this, the current study identifies and analyses a total of 45 articles through an extensive literature search. As a result, this study identifies the major drivers, barriers, and boundary conditions to XR adoption, classifies and map them into a holistic conceptual model.
Keywords: extended reality; XR; augmented reality; virtual reality; wearable; literature review; future research; technology adoption.
Impact of Cognition, Affect, and Social Factors on Technology Adoption
by Dhoha AlSaleh, Ramendra Thakur
Abstract: In recent decades, high-tech innovations have become very essential in personal and corporate lives and the economy as a whole. The objective of this research is to propose and test a new model for consumer acceptance of technology by including three social constructs: social influence, susceptibility to normative influence, and susceptibility to informational influence. The new proposed model is expected to significantly improve the prediction of intentions to adopt high-tech products compared to the TAM and CAT models. 11 hypotheses were tested in this study using SEM. Results showcase that cognition (perceived usefulness) and affect (pleasure, arousal, and dominance) influences consumers attitude. Furthermore, this research also suggests that social factor (social influence) also has a significant effect on attitude toward adopting technology innovations. Overall, results indicate that incorporation of cognition, affect, and social factors into a model enhances the explanatory power of the model.
Keywords: cognition; affect; social; technology acceptance; consumer acceptance of technology; CAT.
Special Issue on: IJTMkt ICCMI2017 Effective Use of Technology in Companies Marketing Dynamics
Viral Advertising: Message quality, trust and consumers intention to share the content in Social Media.
by GEORGIOS TSEKOUROPOULOS
Abstract: This study aims to determine the factors that affect the intention of viewers to share viral advertising messages. The dissertation starts with the review of the available literature, following by the research methodology, the data analysis and the conclusions. A 2
Keywords: Viral Marketing; Social media; message quality; strategic choices.
Towards BYOD (Bring Your Own Device) marketing policy
by Konstantinos Giotopoulos, Constantinos Halkiopoulos, Dimitrios Papadopoulos, Hera Antonopoulou
Abstract: Mobile technologies have brought the world of entrepreneurship in new challenges and perspectives by the establishment of a solid framework for the deployment of mobile hardware. The demand for mobile applications supporting the day-to-day office work provides the possibility to transfer work from PC to mobile terminals, realising the bring your own device (BYOD) policy. BYOD as one of important mobile office modes has received the academias extensive attention in recent years. Contemporary methods deploy BYOD in several phases and stages like offline-online mobile office and intelligent mobile office. Towards this, BYOD has been introduced in sectors such as education, health, office mode, etc. The purpose of the specific paper is to introduce a BYOD policy concept in marketing based on high-end technological IT solutions. Through this research work a system framework will be defined aiming to combine technological trends with wireless marketing strategies integrating BYOD features.
Keywords: information systems in marketing; bring your own device; BYOD; marketing; mobile signage.
A knowledge engineering framework for intelligent targeting of online video advertisements
by George Stalidis
Abstract: One of the newest and most promising media employed by digital marketing is the distribution of advertising video spots through social media and popular websites. This paper addresses the problem of optimising the effectiveness of such video ads by using intelligent technologies which improve the matching between ads and targeted audience. Multidimensional data analysis methods are applied to discover relations among video ad characteristics, audience characteristics and the resulting effectiveness of the ads, thus extracting knowledge on how certain design features, such as music, scenario and humour may affect aspects of the ad effectiveness. The analysis findings are introduced in a knowledge-based tool so that an inference engine
can automatically match selected ads to target audiences for which high prospects of success are predicted. The paper presents the analysis and knowledge engineering methods, as well as results of a small-scale application.
Keywords: video advertisement; knowledge engineering; correspondence analysis; knowledge modelling; advertisement effectiveness; intelligent marketing.
Measuring the impact of customer satisfaction on business profitability: an empirical study
by Dimitris Drosos, Michalis Skordoulis, Miltiadis Chalikias
Abstract: According to many studies customer satisfaction is strongly correlated with business profitability. Thus, customer satisfaction has gained scholars interest worldwide. Business profitability can derive from customer loyalty and an increasing market share. This paper aims to shed some light on the relationship between business profitability and customer satisfaction. Customer satisfaction data were collected from 6,968 mobile communications customers from Greece. Customer satisfaction was measured using the MUSA method, a multi-criteria analysis based on the principles of qualitative regression. The relationship between customer satisfaction and business
profitability results has been analysed using correlation coefficients and regression models. The findings support a positive correlation between customer satisfaction and the constructs of business profitability.
Keywords: customer satisfaction; business profitability; multi-criteria analysis; mobile communications industry.
Advertising Agency Selection, Customer Retention and Satisfaction Factors: An Exploratory Research in the Greek Advertising Market
by Nikolaos Katsonis, Georgios Tsekouropoulos, Dimitrios Theoharis, Antonios Katavelos
Abstract: Customer retention and long-term relationships can result on multiple benefits for an agency. On the other hand, relationship termination can be very costly for clients and agencies. Advertisers decision regarding the selection of an advertising agency is influenced by a number of factors. For these reasons, a primary research was conducted in order to investigate from the side of the advertisers, the selection and retention criteria, as well as the importance of specific attributes for the satisfaction from an advertising agency and its evaluation. Among others the findings of the primary research indicate that creativity; quality of service; price and professional and technical skills are the most important factors for agency selection, satisfaction with the level of service; quality of client care; professional and technical skills and creativity are the most important factors for agency retention.
Keywords: customer satisfaction; marketing strategy; advertising agencies; marketing; strategic planning; customer retention.
Special Issue on: International AR VR Conference 2018 Expanded Realities Theoretical and Managerial Contributions in Virtual, Augmented and Mixed Reality
Augmented Reality: Fusing Consumers' Experiences and Interactions with Immersive Technologies in Physical Retail Settings
by Francesca Bonetti, Eleonora Pantano, Gary Warnaby, Lee Quinn
Abstract: Drawing upon previous research into immersive environments and technology-enhanced stores, this exploratory study elucidates the concept of the augmented store a physical store modified to accommodate augmented reality (AR) technology. In doing so, it extends previous research conducted in experimental laboratory settings to an empirical real-world scenario.
Qualitative data gathered from interviews with, and observation of, consumers
using AR technology in-store are analysed to provide naturalistic understandings of interactions with, and perceptions of, a physical store enhanced with AR technology. Findings suggest that consumers appreciate the ability to experience an enhanced, more immersive store environment arising from the AR experience. They perceive interaction with the augmented store to be realistic and articulated hedonic motivations as drivers for interaction in this shopping environment. The augmented store appears to stimulate brand engagement, increasing consumers desire to shop at the retailer, providing managerial opportunities to reinforce brand positioning.
Keywords: retailing; human-computer interaction; augmented store; augmented reality; consumer behaviour.