scholarly journals An empirical examination of customer advocacy influenced by engagement behaviour and predispositions of FinTech customers in India

F1000Research ◽  
2022 ◽  
Vol 11 ◽  
pp. 27
Author(s):  
Archana Nayak Kini ◽  
Savitha Basri
Keyword(s):  
Structural Equation ◽  
Moral Identity ◽  
Marketing Strategies ◽  
Self Concept ◽  
Customer Engagement ◽  
Empirical Examination ◽  
Face To Face ◽  
Digital Payments ◽  
The Relationship ◽  
Financial Technology

Background: The extensive adoption and usage of emerging technologies furthered by the global coronavirus disease 2019 (COVID-19) pandemic, has reduced direct face to face communications. New FinTech (financial technology) apps and technologies are flooding the Indian digital payments market and competitors are striving hard to attract and retain their customers. Especially when customer engagement behaviours (CEBs) are digital in nature, it is essential to gauge the intrinsically driven customer motivations which drive a positive CEB. The objective of this paper was to empirically test the influence of customer-based antecedents such as emotions, moral identity, self-concept, communal focus, perceived cost and perceived benefits on non-transactional experiential customer engagement behaviours (CEBs) and CEB’s effect on customer advocacy in the FinTech industry. Methods: Data from 380 financial app users in south India were gathered by administering a survey that captured customer predispositions, CEBs, and customer advocacy. Structural equation modelling (SEM) using smart PLS (partial least squares) 3.0 was applied to test the theoretical model. Results: Results indicate that CEB fully mediates the relationship between self-concept and customer advocacy. The positive CEBs get formed through customer predispositions leading to referral/advocacy behaviours. Conclusions: This paper provides directions for FinTech practitioners, marketers, technologists, and academicians to devise marketing strategies customized to customer needs and factors. This is one of the first research studies to demonstrate and empirically validate the CEB model for the FinTech industry during the COVID-19 pandemic.

Mediating effect of satisfaction in the relationship between customer experience and intention to reuse digital banks in Korea

2021 ◽  
Vol 49 (2) ◽  
pp. 1-18
Author(s):  
Jae Woo Shin
Keyword(s):  
Structural Equation Modeling ◽  
Structural Equation ◽  
Customer Experience ◽  
Mediating Effect ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Bank Management ◽  
The Relationship ◽  
Mediation Models ◽  
Financial Technology

Digital banks based on new transaction systems, such as those developed in financial technology contexts, have begun to challenge and compete with traditional banks. Against this backdrop, in this study I examined how customer experience of digital banking, including usefulness, convenience, employee–customer engagement, and security, affected their satisfaction and reuse intention, and how customer satisfaction mediated the relationship between customer experience and reuse intention. To do this I conducted a survey with 247 Korean digital bank users. Structural equation modeling was used to test the relationships between the variables and further compare full and partial mediation models. The empirical results reveal that the four customer experience variables positively influenced reuse intention through satisfaction. These findings add to understanding of the mechanisms of customer reuse of digital banks, and provide practitioners with meaningful implications for developing strategies to improve customer and bank management.

scholarly journals Social Media Marketing Strategies influencing Customer Engagement - Structural Equation Modelling.

2020 ◽  
Vol 8 (6) ◽  
pp. 4118-4121
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Equation Model ◽  
Marketing Strategies ◽  
Customer Engagement ◽  
Continuous Increase ◽  
Equation Modelling ◽  
Influential Variable ◽  
Promotional Strategies ◽  
The Relationship

Retaining Customer attention and keeping them Engaged with brands and Products at the least has become a mammoth task in recent days. Customer Engagement has been explained as the bond between business or marketers with the Customers. The relationship between the customers and the Marketers, can happen through several platforms, out of which Social Media is a powerful one. Almost everyone uses Social media now and there is certainly, a continuous increase in the numbers. This platform is used by marketers to increase Customer Engagement through various marketing strategies. The marketing strategies in Social media include promotions and advertisements through various means such as videos, texts, Photos and web-links. These strategies elicit reaction, response or keep customers mentally engaged, which earlier studies on this have substantial arguments supporting this. The engagement can be Passive or active. The present study considers three factors of Customer Engagement and has established the structural relationship between the measured variables and the unmeasured using Structural Equation model. The measured being Personalised, Interactive and Ethical promotional strategies that lead to Customer Engagement. The top ten Social media such as Facebook, Whatsapp, Twitter, Youtube, Instagram, Pinterest, LinkdIn, Tumblr, Snapchat and Tiktok have been taken for the study .The result of the study gives insight to the Marketers on which is the most influential variable on Customer Engagement. The result reveals that Personalised Promotions play a prominent role in keeping Cutomers Engaged. Hence focus on this parameter by the marketers which has an effect on Customer loyalty will help in customer retention..

scholarly journals The Creative Self-Concept as a Mediator Between Openness to Experience and Creative Behaviour

2016 ◽  
Vol 3 (2) ◽  
pp. 408-417 ◽  
Author(s):  
Bin-Bin Chen
Keyword(s):  
Structural Equation ◽  
Openness To Experience ◽  
Self Report ◽  
Mediation Effect ◽  
Self Concept ◽  
Future Research ◽  
Equation Modelling ◽  
Creative Behaviour ◽  
Creative Self ◽  
The Relationship

AbstractThis study examined the mediation effect of creative self-concept on the relationship between Openness to Experience and creative behaviours among university students. Participants in the study completed self-report measures of Openness to Experience, creative behaviours and creative self-concept. Structural equation modelling revealed that, as predicted, Openness to Experience was indirectly related to creative behaviours through creative self-concept. Implications for future research and limitations of the present findings are discussed.

An empirical examination of the relationship between benchmarking, innovation culture and organisational performance using structural equation modelling

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mohammed Saleh Alosani ◽  
Hassan Saleh Al-Dhaafri
Keyword(s):  
Structural Equation ◽  
Empirical Studies ◽  
Police Performance ◽  
Quantitative Methodology ◽  
Organisational Performance ◽  
Empirical Examination ◽  
Content Type ◽  
Innovation Culture ◽  
Police Agencies ◽  
The Relationship

PurposePolice agencies are under pressure to improve their performance and provide outstanding services for the community. In response, academics and practitioners have called to adopt effective methods that help these agencies to achieve their goals. Studies reported that benchmarking has a role to improve organisational performance. However, poor evidence of using benchmarking within police agencies and very few studies examine the relationship between it and police performance. Motivated by this gap, this study aims to explore and examine this relationship under the mediating role of innovation culture.Design/methodology/approachA quantitative methodology was utilised in this study. Data used to examine the hypotheses were obtained from the departments and stations of the Dubai Police Force (DPF), and the population comprised head section officers. A total of 338 questionnaires were distributed to respondents, 252 of which were returned. The hypothesised relationships were tested with the data collected by SPSS and SmartPLS statistical software.FindingsFindings clearly show that benchmarking is directly and indirectly associated with the organisational performance of the DPF through innovation culture. Results support the notion that innovation culture facilitates the implementation of proper benchmarking projects in the DPF, which positively affects different aspects of its performance.Research limitations/implicationsThis study includes several limitations. Specifically, the generalisability of the findings should be considered. The analysis applies only to the DPF in the UAE. Thus, investigating and analysing variables in different police agencies in the UAE or internationally would be valuable.Practical implicationsSeveral recommendations are provided in relation to the obtained results to assist managers and decision makers in the DPF and other police agencies. This study includes suggestions for improving police performance by establishing an innovation culture and adopting benchmarking practices.Originality/valueAlthough several contributions indicated that benchmarking and innovation culture is a key determinant of success, the literature lacks empirical studies investigating this link in the police field. This study is the only one to date that examined this relationship in police services. Accordingly, this study seeks to bridge this gap and delivers empirical evidence and theoretical insight to better understand this relationship.

scholarly journals Increasing customer loyalty through customer engagement in the retail banking industry

2019 ◽  
Vol 23 (3) ◽  
pp. 461-484 ◽  
Author(s):  
Diego Monferrer ◽  
Miguel Angel Moliner ◽  
Marta Estrada
Keyword(s):  
Market Orientation ◽  
Customer Loyalty ◽  
Financial Services ◽  
Structural Equation ◽  
Strong Relationship ◽  
Retail Banking ◽  
Customer Engagement ◽  
Content Type ◽  
The Relationship ◽  
Corporate Level

Purpose This study aims to determine the main antecedents of customer engagement (market orientation, satisfaction, emotions and self-brand connection) and the relationship between customer engagement and customer loyalty in the retail-banking context. Design/methodology/approach A theoretical model of effects is tested using dyadic methodology, based on 225 dyads (bank branch manager–average of five branch customers). The authors use structural equation modelling (EQS 6.1) to test the relationships. Findings The results reveal a strong relationship between customer engagement and customer loyalty. Satisfaction is the main antecedent of customer engagement. Self-brand connection and emotions during the service also have a significant influence. Finally, branch market orientation has a positive influence on satisfaction and emotions. Research limitations/implications The first concerns the transversal data used. Geographical context is the second limitation. Third, the study sample only included customers with experience of the financial services of a specific bank (online customers are not included). Finally, the dyads are based on the opinion of the branch manager, on one hand, and an average of five customers per branch, on the other. Practical implications The combination of the branding strategy at the corporate level and the relationship marketing strategy at branch office level creates a situation in which customer engagement and customer loyalty can thrive. The communication campaigns designed to promote the brand image and associate brand values with the personality of the banks’ current and potential customers help to create an emotional bond that represents a switching cost for the customer. The moments of truth in branch offices are crucial aspects in the retail bank strategy. Originality/value First, from the conceptual perspective, it establishes a direct relationship between customer engagement and customer loyalty. Second, it empirically tested Pansari and Kumar’s (2017) customer engagement framework, which establishes customer satisfaction and customer emotions as the antecedents of customer engagement. Third, the study took an innovative step in establishing two levels of customer emotions in the retail bank context: emotions generated by corporate branding and emotions that arise during the experience of purchase and consuming. Fourth, the study shows that the market orientation adopted not at the macro corporate level but at the individual branch level is crucial to the generation of positive relational outcomes in the service the customer receives. The fifth contribution is related to the fact that the research streams associated with market orientation and relationship quality have traditionally been studied in isolation.

scholarly journals Museum experience and satisfaction: moderating role of visiting frequency in national museum of ghana

2021 ◽  
Vol 19 (2) ◽  
pp. 239-253
Author(s):  
Alexander Kofi Preko ◽  
◽  
Theophilus Francis Gyepi-Garbrah ◽  
Keyword(s):  
Willingness To Pay ◽  
Structural Equation ◽  
Marketing Strategies ◽  
National Museum ◽  
Equation Modelling ◽  
Tourist Experience ◽  
Museum Experience ◽  
The Relationship ◽  
Moderating Role

This research aims to investigate how tourist experience elicits satisfaction and contributes to loyalty and willingness to pay more for a museum destination. More specifically, this study also investigates the significant moderating role of visiting frequency on the relationship between satisfaction and willingness to pay more. Museums offer unique collections for tourists’ education and recreation while providing a better understanding of the cross‑cultural diversity of societies. The research was conducted with 285 tourists visiting the National Museum in Ghana, with questions relating to experience, satisfaction, loyalty and willingness to pay more. Structural equation modelling was used to test the effects of the museum experience, satisfaction and loyalty on willingness to pay more. Responses emanating from the questionnaire on the National Museum of Ghana was analysed and the study findings suggest the significant effects of tourist experience on satisfaction as well as the significant effects of satisfaction on loyalty and willingness to pay more. In addition, the significant moderating effect of visiting frequency was reported on the relationship between satisfaction and tourist willingness to pay more. In this regard managers should develop marketing strategies that promote museum tourism in the travelling experience and that guarantee greater satisgfaction on site

scholarly journals A Scrutiny of Self Concept Level of Bank Customers as an Emerging Bank Marketing Strategy

2019 ◽  
Vol 8 (2S4) ◽  
pp. 552-556
Keyword(s):  
Marketing Strategy ◽  
Commercial Bank ◽  
Marketing Strategies ◽  
Personal Life ◽  
Self Concept ◽  
Essential Factor ◽  
Psychological Variable ◽  
Bank Marketing ◽  
The Relationship

The study purpose is to focus with an analysis of Self Concept level of Bank customers as an Emerging Bank Marketing Strategy. The results of the present study shows that self-concept implicit as an essential factor for each and every individual and can transformones belief, attitude, and reaction towards their emerging marketing strategies and personal life. This study helps to comprehend the efficiency of the banks through their marketing strategies and the influence of self-concept variable of individual bank customers towards the meticulous bank. Thus, this paper concentrateson the relationship between the psychological variable self-concept levels of bank customers towards the specific commercial bank marketing strategies

Role of consumer vanity and the mediating effect of brand consciousness in luxury consumption

2019 ◽  
Vol 28 (7) ◽  
pp. 800-811 ◽  
Author(s):  
Nikita Sharda ◽  
Anil Bhat
Keyword(s):  
Structural Equation ◽  
Mediating Effect ◽  
Luxury Brands ◽  
Empirical Examination ◽  
Luxury Consumption ◽  
Specific Product ◽  
Content Type ◽  
Product Features ◽  
The Relationship

Purpose There has been substantial research on luxury globally, but there is a dearth of studies empirically investigating the key relationships affecting luxury consumption. The aim of this paper is to consider the role of consumer vanity and brand consciousness and to set their relationships in context of luxury consumption. Design/methodology/approach To measure consumer vanity, brand consciousness, attitude towards luxury brands and purchase intentions, pre-established scale items were adopted. Self-administered questionnaires were distributed through luxury exhibitions and festivals in major cities of India. A sample of n = 342 luxury consumers was analysed using structural equation modelling. Findings The findings support that brand consciousness is mediating the relationship between consumer vanity and luxury consumption. Luxury consumers are primarily driven by achievement vanity. They are likely to evaluate luxury brands based on their price, fame and their ability to portray their professional achievements. They incur unreasonable costs to acquire the expensive, famous and prestigious luxury brands and conspicuously consume them to display their success and accomplishments. Research limitations/implications The study provides an in-depth explanation of how consumer vanity is leading to consumption of luxury brands. The marketers may benefit by focussing on promotion of their brand's symbols and logos than on specific product features. Originality/value This is the first empirical examination understanding the mediating effect of brand consciousness as a mediator between consumer vanity and luxury consumption.

Beyond personality: an emergence view of influential consumers

2019 ◽  
Vol 37 (2) ◽  
pp. 160-169
Author(s):  
Cinthia Beccacece Satornino ◽  
Demetra Andrews ◽  
Rebeca Perren ◽  
Michael K. Brady
Keyword(s):  
Structural Equation ◽  
Marketing Strategies ◽  
Customer Relationship ◽  
Three Dimensions ◽  
Self Concept ◽  
Equation Modeling ◽  
Content Type ◽  
Expert Power ◽  
Concept Theory ◽  
The Impact

Purpose Previous research studies assume that influential consumers (“influentials”), who play a powerful role in the marketplace, are persuasive (or not) based on innate, static personality traits. By contrast, this paper proposes an emergence-based view of influentials. Grounded in dynamic self-concept theory, this research establishes that individuals possess an “influential” self-concept that can be activated by firm-originated communications. Specifically, the authors examine the impact of firm feedback on the three dimensions of influentials (and the corresponding traits and behaviors): who they are (propensity to connect with others), who they know (WOM) and what they know (expert power). Design/methodology/approach The study tests whether an influential self can be evoked by marketers using a longitudinal experimental test with data collected in three periods. The data are analyzed using a multi-mediation model and partial least squares structural equation modeling. Findings The results reveal that even after controlling for the extroversion trait, firm-originated positive feedback increases perceived expert power of participants, which increases word-of-mouth behavior in a subsequent period, both directly and indirectly via an enhanced propensity to connect with others. Research limitations/implications Cultivating the influential self-concept requires time to ensure that the self-concept is sufficiently realized to become an enduring self-concept. Practical implications By cultivating influentials, practitioners are able to leverage diffusion mechanics and reduce costs and inefficiencies associated with traditional customer relationship management marketing strategies focused on finding them. Social implications These findings have implications across all domains that rely on the diffusion and adoption of ideas or products via influentials, including but not limited to public policy, politics, public health and sustainability, in that influentials can be evoked and leveraged to diffuse ideas in these important social domains. Originality/value This paper provides empirical evidence that firms can evoke influential consumer behavior challenging existing views of influence as a static personality trait. It casts a line to connect influential consumers to the nascent study of social emergence.

Spirituality, consumer ethics, and sustainability: the mediating role of moral identity

2018 ◽  
Vol 35 (1) ◽  
pp. 51-63 ◽  
Author(s):  
Carlos J. Rodriguez-Rad ◽  
Encarnacion Ramos-Hidalgo
Keyword(s):  
Structural Equation ◽  
Moral Identity ◽  
High Standard ◽  
Consumer Ethics ◽  
Content Type ◽  
Mediating Role ◽  
Fifth Dimension ◽  
Consumer Ethics Scale ◽  
The Relationship

Purpose The purpose of this study is to examine the mediating role of moral identity on the relations between the independent variable of spirituality and the original consumer ethics scale (OCES) and attitudes towards doing good and recycling practices of the consumer. Design/methodology/approach To test the various hypotheses of the model, the methodology used is that of partial least squares (PLS) path-modelling, which is a variance-based structural equation modelling (SEM). Findings This research reveals a full mediation of the construct of moral identity in the relationship between spirituality and doing good/recycling practices, and the rejection of those who do not perform these practices that are responsible from the point of view of sustainability. In addition, the existence is shown of a partial mediation of the construct of moral identity in the relationship between spirituality and consumer ethics scale (CES). Practical implications It is demonstrated that the main effect on the attitude of consumers towards the consumption of products and services of companies whose behaviour is responsible towards sustainability is mainly motivated by having a high standard of ethical and moral values and such strong beliefs, such as those of honesty, kindness, generosity and compassion. The main implication of this investigation is that the authors’ results suggest that the identification of these types of consumers would constitute an effective marketing strategy and an important variable of segmentation. Originality value This research is unique in two ways. First, this study proposes a model that provides a solution to the research problems caused by the incorporation of a fifth dimension into the OCES. Second, this paper is the first to investigate the role played by the moral identity as a mediator between the relationship of spirituality and attitudes towards unethical behaviour and doing good/recycling practices.

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