Assessing the effects of multichannel service provider corporate reputation on customer new product adoption and RFM value

2018 ◽  
Vol 29 (4) ◽  
pp. 680-702 ◽  
Author(s):  
Gianfranco Walsh ◽  
Mario Schaarschmidt ◽  
Stefan Ivens
Keyword(s):  
Corporate Reputation ◽  
Perceived Risk ◽  
Perceived Value ◽  
New Product ◽  
Customer Relationships ◽  
Reputation Management ◽  
Product Adoption ◽  
New Product Adoption ◽  
Content Type ◽  
Customer Outcomes

Purpose Service providers leverage their corporate reputation management efforts to increase revenues by shaping customer attitudes and behaviours, yet the effects on customer innovation adoption and customer value remain unclear. In an extended conceptualisation of customer-based corporate reputation (CBR), the purpose of this paper is to propose that customer perceived risk, perceived value, and service separation are contingencies of the relationship between CBR and two key customer outcomes: customer new product adoption proneness (CPA) and recency-frequency-monetary (RFM) value. Design/methodology/approach Using a predictive survey approach, 1,001 service customers assess the online or offline operations of six multichannel retailers. The hypothesised model is tested using structural equation modelling and multigroup analysis. Findings The analysis reveals significant linkages of CBR with perceived risk and perceived value, as well as between perceived risk and perceived value and from perceived value to CPA and RFM value. These linkages vary in strength across unseparated (offline) and separated (online) services. Research limitations/implications This study uses cross-sectional data to contribute to literature that relates CBR to relevant customer outcomes by considering CPA and RFM value and investigating contingent factors. It provides conceptual and empirical evidence that price appropriateness represents a new CBR dimension. Practical implications The results reveal that CBR reduces customers’ perceived risk and positively affects their perceived value, which drives CPA and RFM value. Multichannel retailers can create rewarding customer relationships by building and nurturing good reputations. Originality/value This study is the first to link CBR with customer product adoption proneness and value, two important customer measures. It proposes and tests an extended conceptualisation of CBR.

Effects of customer-based corporate reputation on perceived risk and relational outcomes: empirical evidence from gender moderation in fashion retailing

2017 ◽  
Vol 26 (3) ◽  
pp. 227-238 ◽  
Author(s):  
Gianfranco Walsh ◽  
Mario Schaarschmidt ◽  
Stefan Ivens
Keyword(s):  
Corporate Reputation ◽  
Perceived Risk ◽  
Structural Equation ◽  
Online Survey ◽  
Equation Modeling ◽  
Firm Reputation ◽  
Content Type ◽  
Relational Outcomes ◽  
Customer Outcomes

Purpose Given the strategic importance of firm reputation because of its potential for value creation, extant reputation research focuses on favorable customer outcomes. This study proposes and tests a model that relates the customer-based corporate reputation (CBR) of fashion retailers to customer-perceived risk and two relational outcomes – trust and commitment. In addition, this study aims to test whether or not the hypothesized paths are equally strong for male and female shoppers. Design/methodology/approach Data for this study were collected through an online survey approach. Using a sample of more than 300 retail customers and structural equation modeling, the authors tested the hypotheses. Findings Drawing on previous research, the commitment–trust theory of relationship marketing and signaling theory, the authors find support for direct and indirect links between retailers’ reputation and relational outcomes, the intervening role of perceived risk and the partially moderational role of gender. Practical implications The findings of this research suggest that a retailer’s positive reputation can reduce customers’ risk and engender trust, which in turn promotes customer commitment. Originality/value A growing number of examples suggests that retailers (specially fashion retailers) need to manage their reputation, which can come under threat in myriad ways, and its outcomes. However, so far, no individual study empirically investigated any of these reputation outcomes simultaneously or considered gender differences. Thus, the authors address an important research gap by examining the mechanism through which CBR affects relevant customer outcomes and by considering contextual factors.

The influence of plural organizational forms on beliefs and outcomes related to new product adoption

2015 ◽  
Vol 53 (7) ◽  
pp. 1619-1641 ◽  
Author(s):  
William J. Ritchie ◽  
George Young ◽  
Ali M. Shahzad ◽  
Robert W. Kolodinsky ◽  
Steven A. Melnyk
Keyword(s):  
Food Safety ◽  
Ownership Structure ◽  
Food Processing ◽  
New Product ◽  
Ordinary Least Squares ◽  
Product Adoption ◽  
New Product Adoption ◽  
Content Type ◽  
Retail Outlets ◽  
Adoption Decisions

Purpose – The purpose of this paper is to explore product adoption beliefs and actions of a large retail food organization with both corporate-owned stores and privately held franchise stores. Design/methodology/approach – The authors used a case study approach involving survey data collection from 190 corporate-owned and licensed retail outlets that were members of a large, single organization. Ordinary least squares regression and mean differences (t-tests) were used to test the data. Findings were elaborated upon based upon structured interviews. Findings – Corporate-owned retail outlets invested heavily in food safety innovation, while franchised retail outlets pursued minimal investment to retain product flexibility. The level of adoption is contingent upon ownership structure, as well as institutional forces emanating from the corporate environment, the customer, and peer organizations. Research limitations/implications – The findings offer greater insight into methodological issues associated with measurement of new product adoption in particular. The authors have shown that it is critical for researchers to clarify the level of analysis of the study. Quantitative survey analysis revealed both safety and economic motivations to be desirable issues in product adoption considerations. However, when quantitative and qualitative results were combined, very different outcomes were realized as ownership structure differences appear to dominate product adoption decisions. Therefore, when conducting plural organizational form research, the data gathering efforts must be carefully undertaken to ensure that critical drivers of phenomena explored are not overlooked. Practical implications – Adoption of new product adoption involves the complex interplay between ownership structure/control, economic cost/benefit, managerial choice, and societal norms. Often, organizational research relating to adoption of new processes and innovations collects individual-level data. However, this study shows that adoption decisions occur at multiple levels and that the ownership/structural context must be considered. Social implications – The study has implications from social innovation/responsibility perspectives. Recent press regarding food safety has put pressure on food processing establishments to consider methods of reducing food safety breaches. No doubt, this has alerted the consumer to potential risks in food processing and influenced their preferences in favor of food safety innovations. Nonetheless, perceptions of the importance of “safety” can be interpreted in a variety of ways, leading to differing courses of action. Interviews with corporate-level executives revealed that they preferred both corporate-owned and franchised retail outlets adopt case ready (CR) meats to stem safety concerns. Yet, this aspiration diffused throughout the organization differently. Originality/value – Multiple organizational structure forms operating within the same organizational entity, or “plural form” organizations, offer unique opportunities for examination. Applying various theoretical lenses, including agency theory, the resource-based theory, and institutional theory, the authors offer rationale for why different structural types within the same corporate entity may differ in their beliefs and actions concerning product safety, cost, and adoption.

Incidental curiosity and consumer intention to obtain unknown information: Implications for new product adoption and self-tracking behaviour

2021 ◽  
Author(s):  
Daoyan Jin ◽  
Hallgeir Halvari ◽  
Natalia Maehle ◽  
Christopher P. Niemiec
Keyword(s):  
Consumer Behaviour ◽  
Perceived Value ◽  
New Product ◽  
Product Adoption ◽  
New Product Adoption

Curiosity has a powerful influence on consumer behaviour, and previous research has tended to focus on how curiosity affects the desire to obtain curiosity-relevant, unknown information. Yet an interesting question, which was the focus of the present research, concerns the effect of incidental curiosity on intention to obtain curiosity-irrelevant, unknown information. A set of three experiments provided systematic support for the hypotheses that incidental curiosity will increase the intention to obtain curiosity-irrelevant, unknown information (both product-related and self-related) in a way that is serially mediated by the perceived value of curiosity-relevant, unknown information and the perceived value of curiosity-irrelevant, unknown information. As such, this research offers important theoretical contributions to the literatures on curiosity and information ignorance, and it has implications for new product adoption and self-tracking behaviour.

An international investigation of opinion leadership and social media

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Duygu Akdevelioglu ◽  
Selcan Kara
Keyword(s):  
Social Media ◽  
New Product ◽  
Opinion Leadership ◽  
Equation Modeling ◽  
Survey Method ◽  
Product Adoption ◽  
New Product Adoption ◽  
Content Type ◽  
Country Level ◽  
The Usa

Purpose This paper aims to examine innovativeness and extraversion as antecedents of perceived and social media opinion leadership in different country-level contexts and explore how these antecedents influence product adoption differently. Design/methodology/approach A survey method was used to collect data from Turkey and the USA. A total of 415 respondents participated in two studies, and data were analyzed using structural equation modeling. Findings This research shows that innovativeness affects perceived opinion leadership, whereas extraversion affects social media opinion leadership, and these effects are moderated by country-level differences. Practical implications This research provides strategic information on how to identify and target influencers in social media across countries. This paper has implications for marketers who are trying to find influential consumers to increase new product adoption. Social media opinion leaders are important seeding points, because they actively initiate new product adoption for other consumers. Marketers should create strategies that are in line with the country’s cultural orientation in addition to personal/psychological traits. Social implications This research provides valuable information to better explain the consumers’ adoption of technological products and the factors affecting this process in the context of social media. Specifically, this paper identifies strategies to use cultural differences across countries (i.e. Turkey versus the USA) and personality traits (i.e., innovativeness and extraversion) in the adoption of new products. Originality/value This paper extends prior literature on opinion leadership by uncovering consumer dynamics internationally, which are known to influence social media use. Specifically, by examining the effect of innovativeness and extraversion on opinion leadership in different countries, this research contributes to the literature on new product adoption and has implications for effectively identifying influencers in social media.

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