scholarly journals Exploring the impact of student developed marketing communication tools and resources on SMEs performance and satisfaction

2022 ◽  
Vol 6 (1) ◽  
pp. e422
Author(s):  
Dylan Cromhout ◽  
Rodney Duffett
Keyword(s):  
Service Learning ◽  
Evaluation Research ◽  
Positive Influence ◽  
Perceived Usefulness ◽  
Marketing Communication ◽  
Performance Factors ◽  
Business Efficiency ◽  
Related Service ◽  
Expectancy Disconfirmation ◽  
The Impact

A number of SMEs lack the essential marketing skills, knowledge, tools and resources, and financial access to ensure the survival of their businesses. Service learning could be used as an effective pedagogy for assisting SMEs with vital marketing communication (MC) strategies via the development of tools and resources that may increase business growth and sustainability. The primary research objective was to evaluate SMEs’ satisfaction regarding performance factors, and student developed MC tools and resources that were implemented via a MC service learning programme (in the form of student-run agencies). The inquiry utilized the triad service learning model and quality assurance cycle to apply an evaluation research design that was substantiated by the expectancy-disconfirmation paradigm. A survey was conducted among 107 SME owners and managers via a structured questionnaire. The student developed MC tools and resources and their perceived usefulness resulted in a positive influence on a number of performance factors among SMEs. MC tools and resources such as a customer database, email address, and Facebook page had the largest influence on performance factors. Performance factors such as an increase in sales, new customers, brand awareness, competitive advantage, business efficiency, and motivation of employees were found to have a positive influence SME satisfaction. Further inquiry could replicate the study via various marketing-related service learning programmes in different countries that have divergent cultures, economics and contexts.

Building the Field: The Case for Community Service Learning

2017 ◽  
Vol 41 (4) ◽  
pp. 308-320
Author(s):  
Janelle E. Lawson ◽  
Allison R. Firestone
Keyword(s):  
Special Education ◽  
Service Learning ◽  
Community Service ◽  
Undergraduate Students ◽  
Local Community ◽  
Service Providers ◽  
Community Service Learning ◽  
Persons With Disabilities ◽  
Related Service ◽  
The Impact

In this study, the authors examine the impact of a community service learning course on undergraduate students’ decisions to pursue careers as special education teachers or related service providers. Participants ( N = 134) completed a course involving volunteer service with persons with disabilities in the local community and were surveyed as to whether they were interested in pursuing a career in special education upon graduation. Findings indicated that contact with a person with a disability through community service learning was a factor in influencing participants’ willingness to enter the field of special education.

scholarly journals An Analysis of Policy Satisfaction Using the Expectancy Disconfirmation Model

2010 ◽  
Vol 25 (3) ◽  
pp. 47-67
Author(s):  
Park Soon Ae ◽  
Hwang Du Kyun
Keyword(s):  
South Korea ◽  
Positive Influence ◽  
High Expectations ◽  
The Public ◽  
Policy Making Process ◽  
Expectancy Disconfirmation ◽  
And Performance ◽  
Prior Experiences ◽  
The Impact ◽  
Significant Positive Influence

This study analyzed the impact of people`s expectations on policy satisfaction in South Korea, using an expectancy disconfirmation model wherein service satisfaction is decided by expectation and performance. Though recent studies have applied the model to evaluations of specific public services, this study applied it to macro policies in South Korea. To measure expectation levels, proxy variables were used: people`s trust in participants who have influence on policy and in the policy-making process. The results were not compatible with the model: the model`s implication that higher expectations induce lower satisfaction did not fit macro policy cases, where high expectations had a significant positive influence on satisfaction. Moreover, the type of expectation that is the focus of marketing studies, predictive expectation, is not appropriate to use with public policy cases; the quantity of prior experiences as a basis of predictive expectation is not significant to policy satisfaction. Expectation is obviously an important factor in the public`s evaluation of policy outputs, but further studies are necessary to fully understand its role.

I hope and I continue

2018 ◽  
Vol 118 (4) ◽  
pp. 728-744 ◽  
Author(s):  
Yi Ding
Keyword(s):  
Mobile Application ◽  
Structural Model ◽  
Least Squares Method ◽  
Perceived Usefulness ◽  
Appraisal Theory ◽  
Content Type ◽  
User Intent ◽  
Expectancy Disconfirmation ◽  
Future Outcomes ◽  
The Impact

PurposeContinued usage of information systems (ISs) is highly critical to a firm’s sustained success. The expectancy-disconfirmation framework has been effective in explaining continuance. However, our own experiences suggest that we may continue using an IS despite low satisfaction. One of the reasons is that the prediction of future user intent in existing models is predominantly retrospective. The purpose of this paper is to address this gap by incorporating forward-looking considerations into the expectancy-disconfirmation model.Design/methodology/approachA questionnaire survey was conducted for two types of mobile applications: photo-sharing and note-taking, and 593 valid responses were collected. The partial least squares method was employed for structural model analysis for each type of applications.FindingsThe well-entrenched expectancy-disconfirmation model was empirically verified. This study further shows that the influence of satisfaction on continuance intention is higher when hope for the future of a mobile application is stronger, and vice versa, after controlling for the impact of past usage behaviour. In addition, hope is found to be induced by appraisals of perceived usefulness and importance of a mobile application.Originality/valueThis study demonstrates that the expectancy-disconfirmation model can be enhanced with considerations of future outcomes. It shows that emotions such as hope are inherent to continuance decisions. Moreover, it goes beyond the valence dimension of emotions and identified specific antecedents of hope based on the appraisal theory.

Strengthening Communities of Inquiry Online and Offline: Exploring the Benefits and Challenges of Including Service-Learning in a Fully Online Women’s Global Health Course

2017 ◽  
Vol 4 (3) ◽  
pp. 218-226 ◽  
Author(s):  
Jody Early ◽  
Grace A. Lasker
Keyword(s):  
Higher Education ◽  
Health Promotion ◽  
Online Learning ◽  
Service Learning ◽  
Social Presence ◽  
Empirical Studies ◽  
Pilot Project ◽  
Positive Influence ◽  
Lessons Learned ◽  
The Impact

Online learning is no longer novel in higher education. Decades of research have proven it to be an effective modality for learning when designed and facilitated well to students who are ready and supported to participate in this type of instruction. With demand increasing for online and blended course and program offerings, faculty and practitioners who work in health education and promotion are pressed to adopt new paradigms of teaching and course development that engage the learner and cover professional competencies (many skills-based). While service-learning has become an integral facet of higher education, embraced by many disciplines for its positive influence on student learning and community, service-learning and community-based projects are not commonly part of online learning. Working in and with communities provides students opportunities to experience transformative moments that help them not only develop academically and professionally but also lead to increased social consciousness about the world around them. There is a need for empirical studies that explore the integration of service-learning in fully online health promotion courses. This article presents findings and lessons learned from a pilot project that explored the impact of service-learning on community of inquiry measures (e.g., cognitive presence, teacher presence, and social presence). The authors introduce a new online course model in health promotion that includes service-learning or other forms of community engagement.

Mobile application for the timeshare industry

2015 ◽  
Vol 6 (3) ◽  
pp. 242-257 ◽  
Author(s):  
Manuel Rivera ◽  
Amy Gregory ◽  
Liza Cobos
Keyword(s):  
Mobile Technology ◽  
Mobile Applications ◽  
Mobile Application ◽  
Online Survey ◽  
Positive Influence ◽  
Tourism Industry ◽  
Perceived Usefulness ◽  
Intention To Use ◽  
Content Type ◽  
The Impact

Purpose – The purpose of this study is to examine consumer perceptions toward the adoption of mobile technology within the vacation ownership/timeshare segment of the hospitality industry. Despite the proliferation of mobile applications in the greater hospitality and tourism industry, few timeshare companies use this technology. However, customers have expressed strong intentions to use technology. Therefore, this study examines consumers’ attitudes toward and experiences with mobile applications and then through the use of a prototype, examines consumers’ intentions to use a mobile application. The relationships between attitude, experience and usefulness are explored in relation to intention to use. Design/methodology/approach – Consumers that owned timeshares in the Orlando area responded to an online survey invitation from their resort management company. The survey instrument gathered data related to consumers’ attitudes toward and experiences with technology using established measures. A total of 914 surveys were collected and the proposed model was analyzed using path analysis. Findings – Findings indicate that traditional technology adoption antecedents (experience, usefulness and attitude) explain timeshare owners’ intentions to use a mobile application. This is consistent with prior research. However, using established measures, the model explained consumers’ intentions to use the technology with greater certainty than what previous research has reported. Research limitations/implications – The most encouraging and noteworthy implications from the findings are threefold. First, timeshare owners are using mobile technology while traveling (mobile phones, tablets and laptops). The owners’ experiences with mobile devices exert a positive influence that moderates intention to use. In addition, the impact of technology experience on intent to use is mediated by perceived usefulness and attitudes toward the application. Though the sample size was large, limitations do exist, as those surveyed were all owners of a single timeshare resort based in Orlando, Florida. Originality/value – In studies reported to date, there is scarce empirical research regarding mobile application adoption for timeshare owners or information about the factors that drive usage, attitude and adoption. This study discusses important insights about mobile services for an industry that lacks research in information technology.

scholarly journals Determining the impact of financial performance factors on bankruptcy risk: an empirical study of listed real estate companies in Vietnam

2019 ◽  
Vol 16 (3) ◽  
pp. 307-318 ◽  
Author(s):  
Van Cong Nguyen ◽  
Thi Nga Nguyen ◽  
Thi Tu Oanh Le ◽  
Trong Than Nguyen
Keyword(s):  
Real Estate ◽  
Financial Performance ◽  
Stock Exchange ◽  
Bankruptcy Risk ◽  
Return On Equity ◽  
Factors Affecting ◽  
Performance Factors ◽  
Operating Profit ◽  
Business Efficiency ◽  
The Impact

The risk of bankruptcy is affected by many different factors. Therefore, identifying the groups of factors affecting bankruptcy risks, especially financial performance factors, are important and necessary. The study focused on the impact of financial performance on the bankruptcy risk of real estate companies listed on Vietnam’s stock exchange. Research data were collected from 44 real estate companies listed on Vietnam’s stock exchange from 2011 to 2017 with 308 observations. The study was conducted by the quantitative method based on the logistic regression model with the help of SPSS 25 specialized software. The research results show that Return on Assets (ROA), Return on Equity (ROE) and Total Asset Turnover (TAT) have significant reverse effects on bankruptcy risk, while Operating Profit Margin (OPM) is not a relevant factor. The accuracy rate of the overall predictive model is 90.9%. This study extends the scope of literature on the impact of financial performance on the bankruptcy risk of real estate companies. Moreover, this study offers the model of bankruptcy risk prediction of the listed real estate companies in Vietnam and recommends effective solutions to improve business efficiency, limit and prevent financial risks for listed real estate companies in Vietnam.

scholarly journals The Impact of Chatbots on the Relationship between Integrated Marketing Communication and Online Purchasing Behavior in The Frontier Market

2021 ◽  
Vol 13 (1) ◽  
pp. 19
Author(s):  
Bui Thanh Khoa
Keyword(s):  
Ease Of Use ◽  
Perceived Usefulness ◽  
Customer Relationship ◽  
Purchase Behavior ◽  
Marketing Communication ◽  
Repurchase Intention ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Online Consumers ◽  
The Impact

<p class="Default"><em><em><span>Artificial Intelligence (AI), applied in many fields, is the core of the fourth technological revolution. In business, AI is used for customer relationship management as applied in the autoresponder systems, i.e., chatbot. Chatbots were an essential tool in the marketing relationship as many companies applied this function to their website; hence, this study analyzed the influence of chatbots on the enterprise's integrated marketing communication (IMC) activities, resulting in impulse purchase behavior and repurchase intention behavior. The mixed research method was used, particularly the in-depth interview and the survey with 886 online consumers, who shop from the online websites with chatbots system in Vietnam as Tiki, Lazada, Sendo, excetera. The research results showed that the perceived usefulness and ease of use of chatbots have positively affected the attitude of online consumers to the IMC activities of businesses. Simultaneously, IMC leads to impulse buying as well as the repurchase intention behavior of customers. The study proposed some managerial implications for an online business to enhance the chatbot functions to consumer behaviors in the website.</span></em>  </em></p>

The Impact of Territorial and Relational Belonging on Member Retention in Social Networking Sites

2016 ◽  
Vol 7 (3) ◽  
pp. 38-59
Author(s):  
Vess Johnson ◽  
Sherry Ryan ◽  
Angelina I. T. Kiser
Keyword(s):  
Social Networking ◽  
User Satisfaction ◽  
Social Networking Sites ◽  
Positive Influence ◽  
Perceived Usefulness ◽  
Strong Impact ◽  
Continuance Intention ◽  
Member Retention ◽  
Perceived Enjoyment ◽  
The Impact

With the growth in social networking and the highly competitive nature of the social networking market, it is important to understand the factors that influence social network site (SNS) member retention. In order to better understand continuation intention among SNS members, the authors propose and empirically test a model built upon the IS continuance model, motivation theory, and two belongingness constructs drawn from social psychology. Results of this study indicate that positive confirmation, perceived usefulness, and perceived enjoyment influence user satisfaction, which in turn has a strong impact on continuance intention. In addition, the member's sense of territorial belonging to the SNS has a positive influence on both continuance intention and perceived enjoyment. The member's sense of belonging stemming from relationships with others within the community has a positive influence on both perceived usefulness and perceived enjoyment, but appears to be insignificant with respect to a direct influence on continuance intention.

Key drivers of consumer loyalty to Facebook fan pages

2014 ◽  
Vol 38 (3) ◽  
pp. 362-380 ◽  
Author(s):  
Carla Ruiz-Mafe ◽  
Jose Martí-Parreño ◽  
Silvia Sanz-Blas
Keyword(s):  
Technology Acceptance ◽  
Social Networking Sites ◽  
Structural Equation ◽  
Positive Influence ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Rapid Expansion ◽  
Perceived Ease Of Use ◽  
Content Type ◽  
The Impact

Purpose – With the rapid expansion of social networking sites, researchers and practitioners are challenged to understand drivers of customer loyalty in fan pages. The purpose of this paper is to identify the main drivers of Facebook fan page loyalty in order to promote the creation of affective links and long-term relationships with users. Design/methodology/approach – The impact of trust, fan page content dependency, attitude and consumer beliefs on loyalty to fan pages was tested through structural equation modelling techniques. The sample consisted of 691 Spanish Facebook users. Findings – Data analysis shows that attitude appears as a key variable in increasing loyalty to fan pages. The empirical study also found a significant positive influence of perceived usefulness, attitude, trust and dependency on loyalty in fan pages, and an indirect influence of perceived ease of use mediated by perceived usefulness and attitude. Practical implications – This research enables managers to know what aspects to highlight in their communication strategies to increase fan page use and positive word-of-mouth. Research findings show managers that Facebook fan page content should provide valuable information, be fun and foster user interactions in order to improve user attitude and loyalty. Practical recommendations to reinforce consumer trust on Facebook fan pages are also provided. Originality/value – There are still too few studies that analyse the effects of trust and fan page dependency on fan page users’ loyalty. This work aims to combine the influence of dependency on fan pages, trust, attitude and Technology Acceptance Model beliefs in order to construct an improved model for fan page loyalty formation.

The Impact of TimeSlips on Undergraduate Students in Service Learning With Older Adults

2020 ◽  
pp. 1-8
Author(s):  
Sabine Heuer
Keyword(s):  
Older Adults ◽  
Service Learning ◽  
Undergraduate Students ◽  
Attitude Scale ◽  
Evidence Based ◽  
Attitudes Toward Older Adults ◽  
Students Attitudes ◽  
Attitude Shift ◽  
The Impact ◽  
Journal Entries

Purpose Future speech-language pathologists are often unprepared in their academic training to serve the communicative and cognitive needs of older adults with dementia. While negative attitudes toward older adults are prevalent among undergraduate students, service learning has been shown to positively affect students' attitudes toward older adults. TimeSlips is an evidence-based approach that has been shown to improve health care students' attitudes toward older adults. The purpose of this study is to explore the change in attitudes in speech-language pathology students toward older adults using TimeSlips in service learning. Method Fifty-one students participated in TimeSlips service learning with older adults and completed the Dementia Attitude Scale (DAS) before and after service learning. In addition, students completed a reflection journal. The DAS data were analyzed using nonparametric statistics, and journal entries were analyzed using a qualitative analysis approach. Results The service learners exhibited a significant increase in positive attitude as indexed on the DAS. The reflective journal entries supported the positive change in attitudes. Conclusions A noticeable attitude shift was indexed in reflective journals and on the DAS. TimeSlips is an evidence-based, patient-centered approach well suited to address challenges in the preparation of Communication Sciences and Disorders students to work with the growing population of older adults.

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