Matti Haverila, Kai Christian Haverila, Caitlin McLaughlin, Akshaya Rangarajan and Russell Currie
Against social cognitive and social exchange theories, this research paper aims to investigate the significance and interaction between perceived knowledge, involvement, trust and…
Abstract
Purpose
Against social cognitive and social exchange theories, this research paper aims to investigate the significance and interaction between perceived knowledge, involvement, trust and brand community engagement in brand communities (BC).
Design/methodology/approach
BC participants (n = 503) completed a cross-sectional survey for this research. Analysis was performed using PLS-SEM via SmartPLS (v. 4.1.0.2) and the novel Necessary Condition Analysis (NCA).
Findings
An integrative KITE model with positive and significant relationships of key BC constructs was established. The perceived BC knowledge influenced involvement and engagement. Furthermore, the constructs of involvement and trust were discovered to have a positive and significant impact on engagement, with trust having a substantial effect on BC engagement. The indirect effects of the trust construct via the BC knowledge and BC involvement constructs were also significant.
Originality/value
This research advances the existing conceptual approaches by introducing knowledge as the key BC constructs. The study illustrates that members’ knowledge about a BC facilitates their involvement in the BCs. The vital role of trust is revealed in the KITE model, as it is significantly related to BC knowledge, BC involvement and BC engagement with at least medium to large effect sizes. Notably, the role of trust is enhanced as it is the only necessary must-have (instead of “should-have”) condition to achieve high levels of BC engagement. Furthermore, the KITE model provides insights for marketers to develop a valuable BC.
Details
Keywords
Muhammed Shafi M.K and M. Ravindar Reddy
The paper aims to study the outreach and performance of business correspondent (BC) models, which are implemented as a subsidiary agent of banks to accelerate the financial…
Abstract
Purpose
The paper aims to study the outreach and performance of business correspondent (BC) models, which are implemented as a subsidiary agent of banks to accelerate the financial inclusion (FI) mission in India. In this regard, the study illustrates BC's products and services rendered to customers, forms of delivery channels and BC's view on banking services and Kiosk-based BC programs.
Design/methodology/approach
The current paper is an empirical study based on surveying 200 Kiosk-based BCs working in the state of Kerala. After the preliminary screening analysis of the data with outlier deletion, removal of missing values and normality test, both exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were executed followed by reliability test, convergent and discriminant validity tests. Covariance-based structural equation modeling (CBSEM) was performed for CFA and inferential tests were carried out by using statistical package for the social sciences (SPSS) and analysis of a moment structures (AMOS) and Eviews.
Findings
Chiefly, eight operational forms of BCs were found from the field survey. Hypothetical tests show the significant impact of the serviceability of banks on BC's profitability. Validity tests such as average variance extracted (AVE), composite reliability (CR), maximum shared variance (MSV) and average shared variance (ASV) were established after the removal of the cross-loaded items of the questionnaire from the rotated component matrix. BCs perform main banking services especially bank account opening facility and Akshaya E-Centers are widely used for this model as Kiosk banking in the surveyed state.
Originality/value
So far, no study has encompassed empirical research on performance analysis and outreach of the BC model in the state of Kerala where this BC model well functions. Since the study is a novel form of banking channelization for FI, the study can contribute to understanding the further feasibility and future dimension of the model based on experimental views of BCs.