How does salespeople’s personal interaction affect customers’ word-of-mouth in retailing?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jiaqi Ma ◽  
Changju Kim
Keyword(s):  
Positive Impact ◽  
Customer Experience ◽  
Cross Cultural ◽  
Cultural Attitudes ◽  
Content Type ◽  
Consumer Ethnocentrism ◽  
Foreign Products ◽  
Personal Interaction ◽  
Retail Service ◽  
Retail Service Quality

Purpose Drawing on the philosophy of retail service quality, this study aims to empirically investigate how salespeople’s personal interaction affects customers’ positive word-of-mouth (WOM) intention through the lens of affective customer experience and consumers’ cross-cultural attitudes toward domestic or foreign products. Design/methodology/approach The hypothesis was tested with a two-step structural equation model using survey data obtained from 529 shopping center customers in China. Findings The positive impact of salespeople’s personal interaction on customers’ positive WOM intention is fully mediated by affective customer experience. In addition, consumer ethnocentrism strengthens the positive impact of salespeople’s personal interaction on affective customer experience, whereas this study fails to find the moderating effect of foreign product affinity. Practical implications To increase customers’ positive WOM intention, store managers need to encourage their frontline sales personnel to personally interact with customers to support customers’ problem-solving. Also, frontline salespeople should pay more attention to consumers’ cross-cultural attitudes such as consumer ethnocentrism when interacting with their customers. Originality/value By linking affective customer experience and consumers’ cross-cultural attitudes of ethnocentrism and affinity toward domestic or foreign products, this study further extends the knowledge of retail service quality on the relationship between salespeople’s personal interaction and customers’ positive WOM intention.

The effects of consumers' cultural sensitivity, ethnocentrism and demographical characteristics on attitude toward luxury fashion brands in Trinidad and Tobago

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Meena Rambocas ◽  
Jon Marc Mahabir
Keyword(s):  
Trinidad And Tobago ◽  
Social Identity Theory ◽  
Cultural Sensitivity ◽  
Positive Impact ◽  
Luxury Brands ◽  
Content Type ◽  
Consumer Ethnocentrism ◽  
The Social ◽  
Negative Effect ◽  
And Gender

PurposeConsumers' attitude toward luxury brands remains a crucial area for many researchers and marketers. But, attitude toward domestically-produced luxury fashion brands in developing countries have not been sufficiently examined. Drawing on the social identity theory (SIT), this study proposes that consumer ethnocentrism (CE) and cultural sensitivity (CS) will significantly influence attitudes toward luxury fashion brands produced in Trinidad and Tobago. Furthermore, the study suggests that consumer demographical characteristics of age, gender and income will moderate the influence.Design/methodology/approachData were collected from 160 fashion consumers and analyzed using exploratory factor analysis and multiple regression analysis.FindingsThe findings confirm the positive impact of CE on consumers' attitude toward domestically produced luxury products, while CS has a significant but negative effect. Also, the results show that these effects are consistent across different levels of income, but vary by age and gender.Practical implicationsThese findings provide a deeper understanding of consumers' perceptions and inherent biases toward luxury brands. It further explains how brands with ostentatious value, in particular fashion brands, produced in Trinidad and Tobago, can compete against larger international brands.Originality/valueThe study is one of the few that examines the effects of personal values on attitudes toward luxurious fashion brands produced in a developing country. It uniquely extends the SIT model by examining the influence of CE, CS and demographical characteristics on preferential attitudes toward locally produced luxury fashion brands.

The impact of culture on millennials' attitudes towards luxury brands: evidence from Tokyo and Shanghai

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Cheng Lu ◽  
Zhencong Sang ◽  
Kun Song ◽  
Kazuo Kikuchi ◽  
Ippei Machida
Keyword(s):  
Social Identity ◽  
Peer Influence ◽  
Positive Impact ◽  
Cross Cultural ◽  
Mediating Effect ◽  
Luxury Brands ◽  
Content Type ◽  
The Social ◽  
The Cross ◽  
The Impact

PurposeBased on the theory of social identity mechanism, this study aimed to investigate the associations with millennial consumers' need for uniqueness (NFU), susceptibility to peer influence (SPI) and attitudes towards luxury brands (ALB) under the cross-cultural context. The mediating effect of fashion innovativeness (FI) and the moderating effect of culture were examined.Design/methodology/approachThe data for this study were collected through a survey from 217 millennials in Shanghai and 268 millennials in Tokyo. Moderation analysis and mediation analysis using Hayes PROCESS macro were applied to test proposed hypotheses.FindingsResults show that NFU and SPI have a significantly positive effect on millennials' ALB, and fashion innovativeness plays a mediating role in this process. Furthermore, the positive impact of NFU on millennials' ALB for relatively individualistic cities (Shanghai) is stronger than for relatively collectivist cities (Tokyo). The positive impact of susceptibility to informative influence (SII) on millennials' ALB for Tokyo is stronger than for Shanghai.Practical implicationsThe research results suggest how different cultures can support marketers in effectively carrying out their business strategy.Originality/valueUnder the cross-cultural background, the social identity mechanism behind the attitudes of millennials towards luxury brands has been widely recognised. However, little is known about how culture could moderate the social identity mechanism behind millennials' ALB. By analysing these mechanisms, this study compares the cultures of Shanghai and Tokyo and expands the previous research achievements.

Evaluation of retail service quality using analytic hierarchy process

2014 ◽  
Vol 42 (6) ◽  
pp. 521-541 ◽  
Author(s):  
Madhurima Deb ◽  
Ewuuk Lomo-David
Keyword(s):  
Service Quality ◽  
Analytic Hierarchy Process ◽  
Action Plan ◽  
Sustainable Competitive Advantage ◽  
Analytic Hierarchy ◽  
Content Type ◽  
Customer Preference ◽  
Retail Service ◽  
Retail Service Quality ◽  
Hierarchy Process

Purpose – The deployment of analytic hierarchy process (AHP) to help the retail industry to recognize which retail service quality (RSQ) dimensions require attention to create a sustainable competitive advantage. The purpose of this paper is to use a comparative evaluation model to compare retail stores (supermarkets) across several RSQ dimensions, validated and tested RSQ model in the context of Indian supermarkets and explore the existence of RSQ gap by studying the difference between customers’ perception and expectations. Design/methodology/approach – This study deploys AHP in which the decision problem is broken down into hierarchy; thus customer preference involves the structuring of a hierarchy in terms of the overall objective, the selection criteria and the decision alternatives. AHP technique allows pairwise comparisons to be made among the alternatives with respect to the service dimensions. Findings – This study validated the formal RSQ scale developed by Dabholkar et al., (1996) by a modification that led to making it more suitable to the Indian context. Research limitations/implications – This research does not provide guidance on different course of action to be taken. Though this study identifies which service dimensions require improvement, it does not provide guidance on an appropriate action plan to address deficiencies. Practical implications – Prospective and existing retailers can use this instrument effectively to measure the quality of their services as perceived by customers in comparison to their competition. This work will not only help the supermarkets to improve their competitive positioning in the marketplace but will help them to identify areas of services needing improvement on priority basis. Originality/value – Application of AHP to determine the best customer preference is the first ever done in RSQ studies. It does open up another dimension for further studies.

Enhancing customer experience using technological innovations

2016 ◽  
Vol 8 (4) ◽  
pp. 469-480 ◽  
Author(s):  
Deependra Sharma
Keyword(s):  
Technological Innovation ◽  
Positive Impact ◽  
Early Stage ◽  
Customer Experience ◽  
Technological Innovations ◽  
Senior Managers ◽  
Content Type ◽  
True Representation ◽  
Hotel Managers

Purpose The study aims to provide a comparative analysis of diverse challenges faced by different categories of hotels during the adoption of technological innovation. It also examines the role of technological innovations in enhancing the customer experience from a practitioner’s perspective. Design/methodology/approach Qualitative research is used to better understand the prevailing trends and execution challenges, using the interview method of collecting data. The sample includes owners and senior managers responsible for managing the property. Findings Indian hotels have lagged behind in technology adoption compared with their western counterparts, though the situation is now changing. The paper highlights the positive impact of technological innovation on customer experience and also identifies constraints in adopting technological innovations. Research limitations/implications All hotels participating in this study were selected from a single region of India. Hence, the results may not be a true representation of comparable hotels nationwide. Practical implications Findings of this study enable hotel managers and owners to appreciate the role of technological innovation as a differentiator and to understand a variety of nuances associated with technological innovation. Understanding of these dimensions will enable them to take cautious decisions about allocating resources for technological innovation and also to ensure that their customers are being offered maximum value-for-money. Originality/value The study was conducted in a developing economy where technological innovation is at a relatively early stage. This study explores its objectives from a practitioner’s perspective.

Effect of digital banking-related customer experience on banks’ financial performance during Covid-19: a perspective from Vietnam

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nhung Thi Hong Nguyen ◽  
Nguyen Kim-Duc ◽  
Teresa Lien Freiburghaus
Keyword(s):  
Customer Satisfaction ◽  
Financial Performance ◽  
Positive Impact ◽  
Financial Statements ◽  
Customer Experience ◽  
Moderator Variable ◽  
Content Type ◽  
Considerable Impact ◽  
Intermediate Variables ◽  
The Impact

Purpose This study aims to investigate customer experience (CE) and its relationship with intermediate variables to analyze the impact of digital banking (DB) on banks’ financial performance (FP) before Covid-19 and during the lockdown in Vietnam. Design/methodology/approach These research data are from a survey of Vietnamese customers. The survey was deployed to a sample of 238 and 218 customers of 20 Vietnamese commercial banks via email in 2018Q4 and 2020Q2, respectively. FP is measured using banks’ quarterly financial statements before Covid-19 and during the lockdown. Findings CE with DB had a significant and positive impact on FP via customer satisfaction before Covid-19, while the other two intermediate variables (word-of-mouth [WoM] and trust) had no considerable impact. During the lockdown, only WoM had a positive impact on FP. These findings indicate that before Covid-19, when customers could easily interact with their bank through many touchpoints, customer satisfaction with DB services created higher FP for the bank. However, during the lockdown, DB became the customer’s main touchpoint and WoM mediated the CE–FP relationship. Originality/value During the national lockdown from the beginning of the Covid-19 pandemic in January 2020, customers in Vietnam may have had different experiences with DB when no alternate modes of payment were available. The study uses Covid-19 as a moderator variable to offer different viewpoints and findings related to CE with DB and its impact on FP.

Drivers for creating value and enhancing customer experience through people

2014 ◽  
Vol 46 (6) ◽  
pp. 293-301 ◽  
Author(s):  
Jon Chidley ◽  
Neville Pritchard
Keyword(s):  
Customer Service ◽  
Positive Impact ◽  
Customer Experience ◽  
Service Industries ◽  
Content Type ◽  
The People ◽  
Starting Point ◽  
Process Framework ◽  
Impacting Factors ◽  
Reducing Stress

Purpose – Using the staff and customers as a starting point, the purpose of this paper is to describe a framework that helps board and senior management identify key drivers that generate value for their organisation and for their customers. Design/methodology/approach – With research into the range of customer experience metrics available the authors identified a lack of consideration within the staff directly involved. The paper explores the considerations that lie behind how staff impact upon customer experience within any process framework. Findings – The approach to customer service is based around: “Treat customers well and they’ll come back, spend more and recommend your company”. To achieve this following the research the authors now subscribe to a “customer third” edict that recognises that people are at the heart of that experience not processes. If individuals are motivated to serve well, if teams around them work in an encouraging environment then the customer will usually believe they are coming first. The health check now developed recognises the impacting factors on staff and their provision of a great customer experience. Practical implications – The authors find that a focus on staff will positively impact their levels of productivity, absenteeism, engagement and tenure. In customer experience, tenure with enhanced motivation to serve realises a positive impact to financials. Social implications – Reducing stress in the workplace should positively impact the whole life balance for individuals. Originality/value – Appropriate focus on people rather than process within customer service industries will reduce unnecessary investment in process and system change and deliver enhanced results within existing frameworks. Change driven by the people within the process is positive.

Expected service quality of utility stores in Pakistan

2014 ◽  
Vol 6 (4) ◽  
pp. 309-325 ◽  
Author(s):  
Muhammad Kashif ◽  
Mohsin Abdul Rehman
Keyword(s):  
Service Quality ◽  
Generation X ◽  
Generation Y ◽  
Service Marketing ◽  
Marketing Mix ◽  
Content Type ◽  
Face To Face ◽  
Retail Service ◽  
Generational Marketing ◽  
Retail Service Quality

Purpose – The purpose of this study is to present the Generation X and Generation Y customers’ expectations of utility retail stores in an Asian setting of Pakistan Research studies that advocate a cross-generational perspective to retail service quality have been limited. Design/methodology/approach – Sketching through a naturalistic paradigm, data for this exploratory study is collected from 80 retail shoppers through face-to-face interviews. The data is noted, coded and presented through the genre of service marketing mix theory. Findings – There are significant differences with regards to variety of products offered and time consumed during shopping have been found between generational cohorts belonging to Generation X and Generation Y customers. However, there are a few similarities noted between the two types of customers that challenge the traditional perspective of retail service marketing mix theory. Originality/value – The study is an original contribution towards explaining the retail service quality construct from cross-generational marketing perspective. Pragmatically, the utility stores have never been the subject matter for service quality studies in countries such as Pakistan.

Evaluation of retail service quality – a fuzzy AHP approach

2015 ◽  
Vol 22 (6) ◽  
pp. 1058-1080 ◽  
Author(s):  
Rema Gopalan ◽  
Sreekumar . ◽  
Biswajit Satpathy
Keyword(s):  
Service Quality ◽  
Integrated Approach ◽  
Service Industries ◽  
Retail Stores ◽  
Human Beings ◽  
Major City ◽  
Content Type ◽  
Retail Service ◽  
Retail Service Quality

Purpose – With the growing importance of service quality in Indian retail, it becomes critical for the retailers to identify the appropriate dimensions for their retail stores. In the process of evaluating service quality the decision maker is often faced with ambiguities due to the imprecise information gained from the respondents. The purpose of this paper is to present an integrated fuzzy (fuzzy analytic hierarchy process (FAHP) approach to help the decision makers/retailers in practicing and judging the priorities of service quality strategies and accordingly benchmarking retail stores in Indian retail environment. Design/methodology/approach – The study incorporated the five basic dimensions of Retail Service Quality Scale proposed by Dabholkar et al. (1996) and the FAHP approach to three leading apparel retail stores of a major city (Rourkela) of Orissa (an Indian state located in eastern part of the country) to determine the weights of criteria and sub-criteria of retail service quality. Findings – The study identified that the dimensions, namely, personal interaction, physical aspects, reliability and policy are perceived as important by the Indian consumers. Merchandise and the store’s willingness to handle returns and exchanges emerge as the most influencing variable affecting the overall service quality of the store. Research limitations/implications – The study was restricted to a major city of Orissa and to three apparel stores. The results obtained may not be extrapolated to the country as a whole. The authors believe that the integrated approach of FAHP could be used by a variety of service industries to evaluate the service quality. The study did not investigate switching behavior among the respondents as they had been visiting all the three apparel stores during the preceding months. Practical implications – The integrated approach of FAHP makes an empirical contribution to the service quality and retail marketing literature by overcoming the uncertainty of concepts those are associated with human beings’ subjective judgments. Social implications – The retailer can improve the quality of service provided by them based on the parameters important in Indian context, which will lead to higher customer satisfaction. Originality/value – This paper can help the retail service providers to identify which of the retail service quality dimensions requires much attention to create sustainable competitive advantage.

Extrinsic motivation, workplace learning, employer trust, self-efficacy and cross-cultural adjustment

2019 ◽  
Vol 49 (6) ◽  
pp. 1232-1253 ◽  
Author(s):  
Van Thac Dang ◽  
Ying-Chyi Chou
Keyword(s):  
Workplace Learning ◽  
Self Efficacy ◽  
Structural Equation ◽  
Extrinsic Motivation ◽  
Positive Impact ◽  
Theoretical Aspect ◽  
Cultural Adjustment ◽  
Cross Cultural ◽  
Equation Modeling ◽  
Content Type

Purpose The purpose of this paper is to investigate the effects of extrinsic motivation, workplace learning, employer trust and self-efficacy on foreign laborers’ cross-cultural adjustment. Design/methodology/approach This paper uses structural equation modeling to analyze the data from a sample of 258 Vietnamese laborers in Taiwan. Findings The results show a significantly positive impact of extrinsic motivation, workplace learning, employer trust and self-efficacy on cross-cultural adjustment. Originality/value The findings of this study provide important implications for academic researchers and organizations concerning management and development of successful foreign laborers. From a theoretical aspect, this study shows new evidence on the impacts of extrinsic motivation, workplace learning, employer trust and self-efficacy on foreign laborer cross-cultural adjustment. In addition, this study enriches theories in the field of self-determination motivation, workplace learning, trust and self-efficacy literature. From a practical aspect, this study provides implications for business managers to make better policies in training and managing foreign laborers.

scholarly journals A Discriminant Analysis Of High End And Budget Stores In Apparel Retail In India Using Retail Service Quality Scale Model

2021 ◽  
Vol 12 (4) ◽  
pp. 929-937
Author(s):  
Dr. Gayathri Band, Et. al.
Keyword(s):  
Discriminant Analysis ◽  
Service Quality ◽  
Consumer Perception ◽  
Scale Model ◽  
Retail Stores ◽  
Quality Factors ◽  
Personal Interaction ◽  
Quality Scale ◽  
Retail Service ◽  
Retail Service Quality

Service Quality is a blend of two words, Service and Quality where we discover accentuation on the accessibility of value services to definitive users. RSQS scale has been used for identifying the discriminant service quality factors differentiating the consumer perception of high end apparel retail stores and budget apparel retail stores. All out 600 surveys were circulated, 300 for high end and 300 for budget apparel retail stores and that we got 548 complete surveys of which 258 were from consumers of high end apparel retail stores and 290 were from consumers of budget apparel retail stores which were utilized for examination. The high end stores included in the study include H&M, Veromoda, ONLY and Westside and budget stores included in the study include Trends, Max, FBB and Pantaloons. The discriminate function revealed a significant association between groups and all predictors, accounting for 64.5% of between group variability, the structure matrix revealed three significant predictors, namely Reliability, Physical Aspects and Policy with problem solving and personal interaction as poor predictors. The cross validated classification showed that overall 76% were correctly classified.

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