scholarly journals Mobile Marketing Initiatives on Consumer Attitudes and Buying Behaviour of Young Consumers in Sri-Lanka

2021 ◽  
pp. 54-67
Author(s):  
Fathima Shahina ◽  
Vilani Sachitra
Keyword(s):  
Sri Lanka ◽  
Path Analysis ◽  
Mobile App ◽  
Mediating Effect ◽  
Mobile Marketing ◽  
Survey Method ◽  
Young Consumers ◽  
Buying Behaviour ◽  
Customer Attitudes ◽  
The Relationship

Purpose: Mobile marketing is act as a phenomenon of great impact and relevance for marketing communications because it provides a continuous access to the consumer “anytime and anywhere”. Development of mobile marketing has become a greater opportunity to maintain an interactive and meaningful communication with customers for businesses, especially within the young generation. Young consumers are not homogeneous audiences for mobile marketing as their usage patterns and attitudes are widely depending on their social background, technological literacy and urban/rural lifestyles. The main objective of this study is to examine the influence of innovative mobile marketing services on customer attitudes and buying behaviours of young consumers in Sri-Lanka. Method: Quantitative approach was used to investigate the specific research objective followed by explanatory research design. The sample size for this study was 130 undergraduates attached to university of Sri Jayewardenepura. Survey method was used to collect the data and a structured questionnaire was utilised as a data collection tool.   Findings: Multiple regression analysis results revealed the statistically significant relationships between mobile marketing initiatives (mobile app marketing and SMS marketing) and customer buying behaviour. The regression-based path analysis results indicated that customer attitudes mediate the relationship between mobile app marketing and customer buying behaviour. The path analysis on SMS marketing, customer attitudes and consumer buying behavior revealed that there was no mediating effect of customer attitudes for the relationship between SMS marketing and customer buying behaviour. Research Implications: Mobile marketing initiatives provide marketers and business to connect more closely to customers. It is important for the marketers to know the influence of mobile marketing initiatives on the consumer buying attitudes and behaviours whether they are positive or negative.

The Influence of Teachers’ Emotional Intelligence on Academic Performance With Mediating Effect of Job Satisfaction

2021 ◽  
pp. 002205742110323
Author(s):  
Sonika Singh ◽  
Piar Chand Ryhal
Keyword(s):  
Job Satisfaction ◽  
Academic Achievement ◽  
Emotional Intelligence ◽  
Secondary School ◽  
Secondary School Teachers ◽  
Mediating Effect ◽  
Survey Method ◽  
School Teachers ◽  
Northern India ◽  
The Relationship

This study examined the influence of teachers’ emotional intelligence (EI) on academic achievement and outlined the model with the mediating effect of job satisfaction (JS) between the EI and academic achievement. Survey method was employed to collect the information from 728 secondary school teachers belong to Himachal Pradesh, a state of Northern India, through various statistical tools. The results of the study showed that teachers’ emotional abilities were significantly and positively associated with academic achievement of students and showed R2 61% variance in academic achievement. The relationship between EI and academic achievement of students is partially mediated by JS.

m-servicescape: effects of the hotel mobile app servicescape preferences on customer response

2018 ◽  
Vol 9 (2) ◽  
pp. 172-187 ◽  
Author(s):  
Seonjeong Ally Lee
Keyword(s):  
Brand Loyalty ◽  
Hotel Industry ◽  
Mobile App ◽  
Mobile Marketing ◽  
Customer Engagement ◽  
Survey Method ◽  
Mobile Service ◽  
Cross Sectional ◽  
Content Type ◽  
Practical Implications

Purpose This paper aims to explore how customer engagement behaviors and brand loyalty are enhanced through customers’ preferences of m-servicescape, based on the S-O-R model as a theoretical background. Design/methodology/approach A cross-sectional, online, self-administered survey method was conducted to examine proposed relationships by recruiting previous users of hotel mobile apps in the USA. Findings Results identified aesthetics, functionality and symbolism preferences of the m-servicescape fulfilled customers’ evaluations on autonomy and relatedness needs fulfillment, which positively influenced their engagement behaviors and brand loyalty. Research/limitations/implications This study contributed to mobile marketing research by investigating customers’ preferences of m-servicescapes that enhanced customers’ positive responses in the hotel industry. Practical implications Practical implications are as follows: using a holistic approach to explore mobile service environments in fulfilling customers’ needs, enhanced customers’ engagement behaviors and brand loyalty. Originality/value This study proposed and empirically investigated the role of m-servicescapes in customers’ evaluations on needs fulfillment and their positive responses in the hotel industry.

Does Technology Acceptance Change the Way from CRM to Customer Loyalty?

2012 ◽  
pp. 98-111
Author(s):  
Yi-Yuan Liu
Keyword(s):  
Path Analysis ◽  
Technology Acceptance ◽  
Customer Loyalty ◽  
Banking Industry ◽  
Relationship Management ◽  
Mediating Effect ◽  
Customer Relationship ◽  
Continuance Commitment ◽  
Retail Banks ◽  
The Relationship

This study explores the moderating effect of technology acceptance on the relationship between customer relationship management (CRM) in terms of distribution and tailor-made functions and customer loyalty in the banking industry. The author uses LISREL two-group path analysis to find the variances between high and low technology acceptance. Data collected from the customers of nine retail banks show that commitments have a mediating effect on the relationship between the tailor-made function of CRM and customer loyalty, while technology acceptance has significant effects on both relationships between the two functions of CRM and continuance commitment.

Factors Driving Consumer Engagement and Intentions with Gamification of Mobile Apps

2020 ◽  
Vol 18 (2) ◽  
pp. 17-35
Author(s):  
Shampy Kamboj ◽  
Shruti Rana ◽  
Vinayak A. Drave
Keyword(s):  
Mobile Apps ◽  
Mobile App ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Mobile Marketing ◽  
Equation Modeling ◽  
Survey Method ◽  
Perceived Ease Of Use ◽  
Consumer Engagement ◽  
Internet Users

The advent of smartphones revolutionized and took the market to a new level. Now a days, majority of internet users spend their maximum time on smartphones, specifically on mobile apps. The emergence of numerous apps in smartphones with games features has brought about a different trend, mobile app gamification. The emerging popularity of smartphone technologies and their mobile apps have led various companies to engage their consumers with mobile apps, specifically through gamification. Therefore, companies gain consumers attention integrate their mobile marketing into their overall marketing strategy. This study explores the domain of consumer engagement and their intentions through the gamification of mobile apps. The research focuses on how mobile app gamification drives consumer engagement and their intentions drawing upon SDT and TAM. Using survey method data collected from 270 respondents, data analysis was done with structure equation modeling (SEM). The findings assert that various features of gamification of mobile apps (perceived ease of use, perceived usefulness and enjoyment) have a significant influence on consumer engagement. However, convenience was unexpectedly found not to be significantly associated with consumer engagement. Additionally, consumer engagement was found to be associated to smartphone user's intentions to use gamification of mobile apps. The results of present study have theoretical and practical implications.

Exploring the Mediation Between KM Infrastructure Capabilities and Organisational Performance: The Penetration of Learning by KM Practices

2009 ◽  
Vol 08 (04) ◽  
pp. 301-315
Author(s):  
Meng-Lin Shih ◽  
Shu-Hui Chuang ◽  
Chechen Liao
Keyword(s):  
Organisational Learning ◽  
Mediating Effect ◽  
Survey Method ◽  
Organisational Performance ◽  
Organisational Effectiveness ◽  
Impact Of Technology ◽  
Performance Results ◽  
The Impact ◽  
The Relationship ◽  
Technology Structure

Previous studies have examined the relationship between knowledge management (KM) infrastructure capabilities and organisational performance. However, most studies neglect the mediating effect of organisational learning by KM practices (OLKMP) in the relationship between KM infrastructure capabilities and organisational performance. This study uses the survey method to discuss the relationships governing KM infrastructure capabilities, OLKMP and organisational performance. Results of the analysis confirm the impact of technology, structure and culture on OLKMP. The overall results show that OLKMP is an efficient way to enhance organisational creativity. Thus, we also explore the performance implications of OLKMP to prove that it is an important factor in creating superior organisational effectiveness.

scholarly journals THE MEDIATING EFFECT OF INTEREST ON THE RELATIONSHIP BETWEEN DEMORAPHIC ASPECTS AND THE DECISION FOR BEING AND ENTREPRENEUR

2019 ◽  
Vol 2 (2) ◽  
pp. 101-120 ◽  
Author(s):  
Arief Tukiman Hendrawijaya
Keyword(s):  
Path Analysis ◽  
Family Member ◽  
Indirect Effects ◽  
Family Members ◽  
Mediating Effect ◽  
Direct And Indirect Effects ◽  
Street Vendors ◽  
Entrepreneurial Decision ◽  
The Relationship ◽  
Effect Of Age

The study analyzes the effect of age, education, gender, experience, and the number of family members on the interest to be an entrepreneur and entrepreneurial decision. In addition, the study tests whether the interest to be an entrepreneur mediates the effect of age, education, gender, experience, and family number on the decision to be an entrepreneur. The population of the study are the street vendors in the Jember downtown. The samples consist of 192 respondents. This research uses the path analysis to determine the direct and indirect effects. The results show that age, education, gender, experience, and the number of family member have positive and significant effects on interest and the decision to become an entrepreneur. Interest mediates the effect of age, education, gender, experience, and the number of family member on the decision to become an entrepreneur.

The influence of mobile application design features on users' stickiness intentions as mediated by emotional response

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Briana M. Martinez ◽  
Laura E. McAndrews
Keyword(s):  
Emotional Response ◽  
Emotional Responses ◽  
Mobile App ◽  
The Body ◽  
Mediating Effect ◽  
Mobile Marketing ◽  
Design Features ◽  
Content Type ◽  
Mobile Design ◽  
Mobile Context

PurposeThe purpose of this paper is to determine the influence of mobile design features on consumers' mobile app stickiness intentions, as mediated by users' emotional response (pleasure, arousal and dominance).Design/methodology/approachUsing the stimulus–organism–response model, this study employed conditional process modelling to investigate the influence of three categories of mobile design features on users' stickiness intentions. The emotional responses of pleasure–arousal–dominance were investigated for their mediating effect. The participants included women aged 18–36.FindingsDesign features provided consumer-led interactions’ influence on emotional responses of pleasure, arousal and dominance. Mobile design features were not a significant predictor of stickiness intentions. Arousal was a significant mediator of mobile design features on stickiness intentions, whereas dominance had no mediating effects.Originality/valueThis paper extends the growing research on mobile applications by investigating design features using Magrath and McCormick's (2013) mobile marketing design framework. This paper also adds to the body of knowledge on stickiness within a mobile context.

Operations-oriented strategies and patient satisfaction: the mediating effect of service experience

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kwabena G. Boakye ◽  
Hong Qin ◽  
Charles Blankson ◽  
Mark D. Hanna ◽  
Victor R. Prybutok
Keyword(s):  
Health Care ◽  
Patient Satisfaction ◽  
Direct Effect ◽  
Service Recovery ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Survey Method ◽  
Service Experience ◽  
Content Type ◽  
The Relationship

Purpose The purpose of this study is to explore the direct and indirect effects of perceived provider professionalism and service recovery in enhancing patient satisfaction in a developing country. Design/methodology/approach This study used a survey method to investigate satisfaction among health-care consumers. This study used data collected from 210 health-care consumers to empirically test the hypotheses via structural equation modeling Findings This study found that service recovery has a significant direct effect on patient satisfaction. Though this study did not find perceived provider professionalism to have a direct effect on patient satisfaction, it found an indirect effect in the relationship via service experience. Thus, service experience fully/completely mediates the relationship between perceived provider professionalism and patient satisfaction, while partially mediating the significant relationship between service recovery and patient satisfaction. Originality/value The results further underscore the need for health-care organizations in developing countries to focus on mindfully developing operations-oriented strategies that lead to the delivery of memorable service experiences for patients.

Assessing the mediating effect of sustainable competitive advantage on the relationship between organisational innovativeness and firm performance

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Vural Çağlıyan ◽  
Melis Attar ◽  
Aleem Abdul-Kareem
Keyword(s):  
Firm Performance ◽  
Competitive Advantage ◽  
Customer Value ◽  
Business Performance ◽  
Mediating Effect ◽  
Survey Method ◽  
Sustainable Competitive Advantage ◽  
Content Type ◽  
Theoretical Contribution ◽  
The Relationship

Purpose This study aims to assess the mediating effect of sustainable competitive advantage (SCA) on the relationship between organisational innovativeness (OI) and performance of small- and medium-sized enterprises (SMEs) operating in Konya, Turkey. Design/methodology/approach A survey method is used to collect the necessary data for this research. A total of 264 respondents from 83 SMEs partook in the study. In choosing the sample size, both purposive sampling and simple random techniques are used. The data gathered are analysed using SPSS program and Hayes PROCESS macro v.3.4.1. Findings The results of the analyses reveal that OI has a statistically significant positive effect on SCA and firm performance (FP). Moreover, SCA is found to have a mediating effect on the relationship between OI and FP. Practical implications Policymakers and management of SMEs need to show great commitment to innovativeness and relate it to SCA to create superior customer value, thereby leading to a holistic and long-term FP. Originality/value This study brings to the fore empirical evidence on how SCA serves as a mediator between OI and FP. It also contributes to the literature by focusing on three distinct but related variables. The study makes theoretical contribution by highlighting the role of the resource-based theory in enhancing business performance and SCA through strategic internal resources and innovative activities.

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