scholarly journals Managing Customers: Analyzing the Relationship between Customer Personality, Customer Satisfaction and Willingness to Create WOM

2021 ◽  
Vol 3 (2) ◽  
pp. 305-330
Author(s):  
Adnan Butt ◽  
Meer Suroor ◽  
Salman Hameed ◽  
Kashif Mehmood
Keyword(s):  
Customer Satisfaction ◽  
Structural Equation ◽  
Consumer Behaviour ◽  
Sampling Method ◽  
Ocean Model ◽  
Equation Modelling ◽  
Important Concern ◽  
Convenience Sampling ◽  
The Impact ◽  
The Relationship

The impact of personality traits on consumer behaviour is always an important concern for marketing researchers and practitioners. Using the theoretical lens of the OCEAN model, this paper explores the personality attributes as a set of stimuli that facilitate consumers satisfactory buying experience, resulting in a higher willingness to create word of mouth (WOM). The data was collected from consumers of different services through the convenience sampling method. The respondents were approached through different online platforms and data from 303 respondents was obtained through Google forms. 19 responses were found unsuitable for further use, so the remaining 284 appropriate questionnaires were analyzed through structural equation modelling using AMOS23. The study findings suggest that willingness to create WOM has a positive relationship with customer satisfaction, while customer satisfaction can be driven by extraversion, conscientiousness, and agreeableness attributes of consumers’ personalities. However, neuroticism and openness to experience showed an insignificant impact on customer satisfaction. The study findings guide marketing managers to consider the customer personality aspects mentioned in the OCEAN model to enhance customer satisfaction and try to obtain positive WOM from customers. This paper investigates the in-depth knowledge on the practicality of the OCEAN model concerning customer satisfaction coupled with customer willingness to create WOM.

Relationship marketing and customer satisfaction in the Ghanaian hospitality industry

2019 ◽  
Vol 2 (4) ◽  
pp. 326-340 ◽  
Author(s):  
George Kofi Amoako ◽  
Emmanuel Kotey Neequaye ◽  
Solomon G. Kutu-Adu ◽  
Livingstone Divine Caesar ◽  
Kwame Simpe Ofori
Keyword(s):  
Customer Satisfaction ◽  
Relationship Marketing ◽  
Structural Equation Modelling ◽  
Structural Equation ◽  
Hospitality Industry ◽  
Business Practices ◽  
Content Type ◽  
Equation Modelling ◽  
The Impact ◽  
The Relationship

Purpose The purpose of this paper is to investigate how relationship marketing practice can lead to customer satisfaction in the current practices in the hotel industry in Ghana. Globally, the hospitality industry ranks as one of the most competitive business sectors with competing organisations relying on a cocktail of strategies such as relationship marketing to stay relevant, and attract and retain customers. This paper examines how relationship marketing impacts on trust, commitment and satisfaction for customers in the Ghanaian hospitality industry. Design/methodology/approach A positivist methodological framework was used for the collection of data, analysis and theoretical development in this research. The data collection questionnaire was administered to 167 guests of a 3-star hotel in the Accra Metropolis. Structural equation modelling was used to ascertain the significance of the relationship that exists between trust, commitment and customer satisfaction with respect to the relationship marketing practices of hoteliers in Ghana. Findings Study findings provide insight into the processes and practices of relationship marketing that is based on trust and commitment. The findings show a positive and significant relationship between trust, commitment and customer satisfaction. The study also revealed that commitment partially mediates the association between trust and customer satisfaction. Research limitations/implications While this study is limited to a single hospitality and tourism company in Ghana, the findings can have far reaching implications for managers in the hospitality industry in Ghana, it provides a vivid illustration of the impact that customer satisfaction can have on the fortunes of business and a genuine desire to develop trust and be committed to the welfare of business clients can lead to higher customer patronage. Practical implications Trust and commitment in the hospitality industry requires innovative business practices that makes the client value all the service experience that he or she may encounter. The findings indicate that customer satisfaction is influenced by trust and commitment in the hospitality industry. Originality/value Value to the authors’ knowledge, the relationship between trust and commitment in relationship marketing and customer satisfaction concepts has not previously been investigated using structural equation modelling analysis within the Ghanaian hospitality industry. This implies that both trust and commitment are necessary to attain customer satisfaction.

The Effect of Prestige Sensitivity on Price Acceptance in Vietnam’s Mobile Phone Market

2018 ◽  
pp. 97-112
Author(s):  
Huyen Thi Nguyen ◽  
Ngoc Minh Nguyen
Keyword(s):  
Mobile Phone ◽  
Mobile Phones ◽  
Structural Equation ◽  
Sampling Method ◽  
Product Knowledge ◽  
Mediating Role ◽  
Modelling Method ◽  
Equation Modelling ◽  
Convenience Sampling

The purpose of this study is to examine the effect of prestige sensitivity on mobile phone customer’s price acceptance in Vietnam and the mediating role of product knowledge and price mavenism on this relationship. We used the convenience sampling method for data collection via questionnaires with a sample of 605 consumers who purchased mobile phones. The collected data was analysed by applying a structural equation modelling method. The result indicates that prestige sensitivity has both direct and indirect effects on price acceptance via product knowledge and price mavenism. The findings suggest that prestige sensitivity can be used as a market segmentation criterion for mobile phones when making price decisions and providing customers with adequate information could improve price acceptance.

Electronic Customer Relationship Management (E-CRM) and Customer Loyalty

2022 ◽  
Vol 18 (1) ◽  
pp. 0-0
Keyword(s):  
Customer Satisfaction ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Service Providers ◽  
Positive Impact ◽  
Equation Model ◽  
Mediating Effect ◽  
Customer Relationship ◽  
The Impact ◽  
The Relationship

This study examined the impact of E-CRM on customer loyalty with the mediating effect of customer satisfaction in the banking industry. Customer satisfaction is important for loyalty because when the customers are satisfied with the services offered by their service providers, the relationship gets stronger which further leads to positive word-of-mouth. The data was collected using purposive sampling from 836 banks’ customers who were using E-CRM services and the data was analyzed using structural equation model (SEM) through AMOS. The results revealed that E-CRM and customer satisfaction had a significant positive impact on customer loyalty and also customer satisfaction partially mediated the relationship between E-CRM and customer loyalty. This study would offer useful acumen to both academicians and marketers and would help the bank managers to improve the quality of the services provided to their customers.

Critical criteria for enhancing consumption intention in restaurants during COVID-19

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sheng-Fang Chou ◽  
Chih-Hsing Sam Liu ◽  
Jun-You Lin
Keyword(s):  
Structural Equation ◽  
Consumer Behaviour ◽  
Mediating Effect ◽  
Sufficient Information ◽  
Content Type ◽  
Consumption Intentions ◽  
The Government ◽  
Media Channels ◽  
The Impact ◽  
The Relationship

PurposeThe purpose of this study is to illustrate the different systems controlling coronavirus disease 2019 (COVID-19) and curbing the impact of the virus on the hospitality economy. The author’s clarified the critical attributes of the government, organization management system and consumer behaviour using mediation-moderation models and demonstrated how those critical attributes influenced customer consumption intention during COVID-19 in Taiwan.Design/methodology/approachDue to the impact of the COVID-19 pandemic, this research is mainly distributed through online questionnaires through Facebook and other social media channels to recruit volunteers. Second, the pre-test survey used 100 questionnaires collected from juniors and seniors from a university in northern Taiwan to make predictions. Third, this study also conducted a questionnaire validity analysis, which identified 9 criteria and 34 items. Fourth, the questionnaire collected samples for a total of three months. Structural equation modelling was used to test the hypotheses in a sample of 1,098 consumers in Taiwan.FindingsThis study considers government, enterprise and consumer levels and conducts relevant factor analysis from consumers’ perspectives to understand the changes in consumer behaviour under COVID-19 influence. Regarding mediation, this study finds that information and communication mediate the relationships between crisis management and COVID-19 impact. Regarding moderation, this study exposes the critical moderating part of human resources, that hygiene and safety strengthen the relationships between COVID-19 impact and attitude towards life and that perceived anxiety strengthens the relationship between attitude towards life and consumption intention.Practical implicationsDuring COVID-19, restaurants should cooperate with the government to reduce the risk of community infection. Therefore, the government also needs to cooperate with restaurant companies to enhance the industrial economy, actively communicate with consumers and provide correct and sufficient information. At the same time, restaurant enterprises also need to have sufficient human resource arrangements, hygiene and safety planning to eliminate consumers’ doubts.Originality/valueThese findings indicate that consumers’ consumption intention to eat out is affected by the COVID-19 impact and attitude towards life. This research also confirms that perceived anxiety has a mediating effect on the relationship between consumer attitudes towards life and consumption intentions. To improve the restaurant economic process, they should consider solutions to reduce consumers’ perception of the COVID-19 impact and fear of eating out.

scholarly journals PENGARUH RELATIONSHIP MARKETING DAN RELATIONSHIP QUALITY TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA PRODUK PARFUM MULEGH DI PURWOKERTO

2018 ◽  
Vol 1 (1) ◽  
Author(s):  
Ilham Akbar
Keyword(s):  
Customer Satisfaction ◽  
Relationship Quality ◽  
Relationship Marketing ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Marketing Relationship ◽  
Negative Effect ◽  
The Impact ◽  
The Relationship ◽  
Positive Effect

The research entitled �The Influence of Relationship Marketing and Relationship Quality Towards Customer Loyalty with Customer Satisfaction as The Intervening Variable on Mulleg Perfume Product in Purwokerto� aims to determine the impact of relationship marketing and relationship quality towards customer satisfaction and customer loyalty and to determine whether customer satisfaction could become the intervening variable. The hypothesis of this research is the relationship marketing has negative effect towards customer satisfaction, the relationship marketing has positive effect towards customer loyalty, the relationship quality has positively effect towards customer satisfaction, the relationship quality has positively effect towards the customer loyalty, and the customer loyalty could be able to mediate the influence of relationship marketing and relationship quality toward customer loyalty.� The analysis method that used on this research is the structural equation modeling.The results show that the relationship marketing has positive and significant effect towards customer satisfaction. It will increase the customer satisfaction of Mulleg Aromatic perfume product in Purwokerto. The relationship quality has positive and significant effect towards customer satisfaction, so it will increase the customer satisfaction of Mulleg Aromatic perfume product in Purwokerto. The relationship marketing has positive and significant effect towards customer loyalt. It will increase the customer loyalty of Mulleg Aromatic perfume product in Purwokerto. The relationship quality has positive and significant effect towards the customer loyalty. The Customer Satisfaction has positive and significant effect towards customer loyalty. The customer satisfaction could mediate the influence of relationship marketing towards the customer loyalty on Mulleg Aromatic perfume product in Purwokerto. The customer satisfaction could mediate the influence of relationship quality towards the customer loyalty of Mulleg Aromatic perfume product in Purwokerto.�Keywords : Relationship Marketing , Relationship Quality , Customer Satisfaction and Customer Loyalty�

Do Long Format Advertisements Sell? Evidence from Indian Consumers

2017 ◽  
Vol 18 (3_suppl) ◽  
pp. S38-S51 ◽  
Author(s):  
Jay P. Trivedi
Keyword(s):  
Structural Equation Modelling ◽  
Structural Equation ◽  
Consumer Behaviour ◽  
Research Data ◽  
Purchase Intentions ◽  
Mediation Effect ◽  
Descriptive Research ◽  
Equation Modelling ◽  
Indian Consumers ◽  
The Impact

Indian firms are engaging consumers with long format advertisements (ads longer than 60 seconds in duration). Television (TV) spot costs are escalating for high viewership programmes. Limited attempt has been made to explore the impact of long format ads (ads longer than 60 seconds in duration) on consumer behaviour. The researcher explores the types of long format ads which increases the audience involvement leading to formation of purchase intentions (PI). Descriptive research design was used to conduct the research. Data was collected from 364 respondents. The conceptual framework was tested using structural equation modelling. The findings reveal that entertaining and informative long format ads exhibit the strongest influence on audience involvement which leads to formation of PI. However, long format ads do not directly lead to formation of PI among the consumers. The mediation effect of message process involvement (MPI) and attitude towards the brand is statistically evident.

scholarly journals THE RELATIONSHIP BETWEEN CUSTOMER SATISFACTION AND SECURITY TOWARD TRUST AND ITS IMPACT ON REPURCHASE INTENTION (SURVEY ON CUSTOMER OF ELEVENIA ONLINE WEBSITE)

2015 ◽  
Vol 6 (2) ◽  
pp. 599
Author(s):  
Mohammad Rizan ◽  
Kemal Abu Bakar ◽  
Basrah Saidani
Keyword(s):  
Customer Satisfaction ◽  
Structural Equation ◽  
Survey Methods ◽  
Equation Modeling ◽  
Repurchase Intention ◽  
Spss Software ◽  
One Year ◽  
The Impact ◽  
The Relationship ◽  
Positive Effect

The purpose of this research are to: examine empirically the effect of customer satisfaction to trust on customer, the impact of security to trust on customer, the impact of the customer satisfaction to repurchase intention on customer, the effect of security to repurchase intention on customer, the effect of trust to repurchase intention on customer, the effect of customer satisfaction to repurchase intention through trust as intervening variable on customer, the effect of security to repurchase intention through trust as intervening variable on customer of Elevenia website online. This research used survey methods for collecting data. The object of this research is 200 respondents who had purchased in Elevenia website online for a period of one year backward. This research used SPSS software version 22 and SEM (Structural Equation Modeling) LISREL version 8.7 for data analysis. Hypothesis testing showed that: the customer satisfaction has a positive effect and significance on trust, the security has a positive effect and significance on trust, the customer satisfaction has a positive effect and significance on repurchase intention, the security has a positive effect and significance on repurchase intention, the customer satisfaction has a positive effect and significance on repurchase intention through trust as intervening variable and the security has a positive effect and significance on repurchase intention through trust as intervening variable.   Keywords: Customer Satisfaction, Security, Trust, Repurchase Intention.

scholarly journals The Impact of the No-Plastic-Bag Campaign on Customer Repurchase Intentions and its mechanism in the Modern Trade Business in Bangkok

2021 ◽  
Vol 15 (2) ◽  
pp. 251631
Author(s):  
Akaraphun Ratasuk
Keyword(s):  
Structural Equation ◽  
Sampling Method ◽  
Brand Image ◽  
Perceived Value ◽  
Sustainable Business ◽  
Repurchase Intentions ◽  
Perceived Values ◽  
Plastic Bag ◽  
The Impact ◽  
The Relationship

This research investigated the impact of the no-plastic-bag campaign on customer repurchase intentions in the modern trade business in Bangkok. Six hundred customers of modern trade stores in Bangkok were initially approached using a stratified random sampling method, but only 418 of them participated in this survey. The partial least squares structural equation results indicated that the no-plastic-bag campaign promotes customer repurchase intentions (β=0.098; p=0.038). Also, the no-plastic-bag campaign could indirectly foster customer repurchase intentions via both enhancing brand image (t=7.379; p<0.001) and increasing customers’ perceived value (t=2.806; p<0.001). Therefore, it can be concluded that the no-plastic-bag campaign benefits modern trade businesses, promoting customer repurchase intentions by enhancing their brand image and customer perceived values. This research also explored the mediating roles of brand image and perceived value on the relationship. These findings provide new knowledge of the no plastic bag campaign’s contribution to customer repurchase intentions which has not yet been investigated, and the mechanism linking them together. The results can be applied as a guideline to other modern-trade businesses or other businesses to enhance their brand image and promote customer repurchase intentions, which is crucial to sustainable business accomplishment. This research investigated the impact of the no-plastic-bag campaign on customer repurchase intentions in the modern trade business in Bangkok. Six hundred customers of modern trade stores in Bangkok were initially approached using a stratified random sampling method, but only 418 of them participated in this survey. The partial least squares structural equation results indicated that the no-plastic-bag campaign promotes customer repurchase intentions (β=0.098; p=0.038). Also, the no-plastic-bag campaign could indirectly foster customer repurchase intentions via both enhancing brand image (t=7.379; p<0.001) and increasing customers’ perceived value (t=2.806; p<0.001). Therefore, it can be concluded that the no-plastic-bag campaign benefits modern trade businesses, promoting customer repurchase intentions by enhancing their brand image and customer perceived values. This research also explored the mediating roles of brand image and perceived value on the relationship. These findings provide new knowledge of the no plastic bag campaign’s contribution to customer repurchase intentions which has not yet been investigated, and the mechanism linking them together. The results can be applied as a guideline to other modern-trade businesses or other businesses to enhance their brand image and promote customer repurchase intentions, which is crucial to sustainable business accomplishment.

scholarly journals IMPACT OF DYNAMIC STRATEGIC CAPABILITIES ON STRATEGIC ENTREPRENEURSHIP IN PRESENCE OF OUTSOURCING OF FIVE STARS HOTELS IN JORDAN

2020 ◽  
Vol 21 (2) ◽  
pp. 578-587
Author(s):  
Sulieman Ibraheem Al-Hawary ◽  
Mohammad Sultan Al-Syasneh
Keyword(s):  
Structural Equation ◽  
Training Programs ◽  
Decision Makers ◽  
Strategic Entrepreneurship ◽  
Equation Modelling ◽  
Top Managers ◽  
Strategic Capabilities ◽  
The Impact ◽  
The Relationship

This research aims to investigate whether outsourcing mediates the impact of dynamic strategic capabilities on strategic entrepreneurship. The population of the research consists of top managers in five stars hotels. A sample of 215 respondents were selected for the research in which 186 questionnaires were valid for statistical analysis. Structural equation modelling (SEM) was used to test the hypotheses of the research. The results of the research indicate that outsourcing does not mediate the relationship between dynamic strategic capabilities and strategic entrepreneurship. All the dimensions of dynamic strategic capabilities have a statistical impact on strategic entrepreneurship, while the dynamic strategic capabilities dimension all affect outsourcing except the seizing capability. Based on the research results, managers and decision-makers have to focus on innovation functions by enhancing the role of knowledge management and R&D activities, as well as concentrate on employees training programs.

scholarly journals Assessing Customer Satisfaction Towards Service Quality in the Hospitality Industry

2021 ◽  
Vol 16 (1) ◽  
pp. 67-73
Author(s):  
Siti Rapidah Omar Ali ◽  
Siti Norsuhaizam Norizan ◽  
Nur Shafini Mohd Said ◽  
Khalid Amin Mat ◽  
Fatanah Jislan
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Sampling Method ◽  
Service Industry ◽  
Hotel Industry ◽  
Three Dimensions ◽  
Hotel Management ◽  
Convenience Sampling ◽  
The Relationship ◽  
Survey Approach

It is proven true that the main subjects addressed by every service industry nowadays are service quality and customer satisfaction. Hence, virtuous customers’ evaluation of services is crucial for the firms. Delivering good quality service is leading to attain today’s competitive environment. This study attempts to assess the relationship between service quality and customer satisfaction in the hotel industry in Malaysia. SERVQUAL model of service quality has been used to measure the relationship between three independent variables namely Tangibility, Reliability and Responsiveness and a dependent variable that is customer satisfaction. A number of 217 hotel guests in a three-star hotel in Kuala Terengganu were selected as a sample by using a convenience sampling method. The questionnaire was used as a research instrument in a survey approach. The findings indicated that all three dimensions of service quality have a positive relationship with customer satisfaction. Responsiveness seems to be the most significant factor in satisfaction. This study contributes to the enhancement and standardization of service quality management in firms especially the hotel industry in Malaysia. The findings would offer better understanding and recommendations for hotel management transformation and practices.

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