Amjad Shamim, Junaid Siddique, Uzma Noor and Rohail Hassan
This study aims to explore the customers’ behaviour towards online shopping during COVID-19 in a Muslim country and proposes a co-creative service design for online businesses…
Abstract
Purpose
This study aims to explore the customers’ behaviour towards online shopping during COVID-19 in a Muslim country and proposes a co-creative service design for online businesses (webstore) in the post-COVID-19 era.
Design/methodology/approach
The study used a qualitative design for collecting the data where in-depth interviews from 18 customers were conducted following the qualitative design protocol. Due to the limitation of physical distancing, the interviews were conducted online using Microsoft teams.
Findings
Based on the findings, new potential services are proposed for webstores for customer engagement, the need for expansion of product lines and safety measures for customers and staff during and post-COVID-19 era. Following the findings, a co-creative service design is proposed for webstores to revamp the business during and post-COVID-19.
Originality/value
The study is unique because it has developed various unique strategic factors essential for revamping online businesses for better growth in post-COVID-19. The proposed new co-creative service design model for an online service provider is expected to create customers engagement and loyalty during and in post-COVID-19.
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The advent of COVID-19 was followed by an increased demand for organic products along with newfound customer interest in healthy consumption habits. This study aims to explore the…
Abstract
Purpose
The advent of COVID-19 was followed by an increased demand for organic products along with newfound customer interest in healthy consumption habits. This study aims to explore the impact of multidimensional consciousness on consumers’ attitudes and purchasing intentions toward organic food brands.
Design/methodology/approach
Given the importance of culture on customers’ decision-making, data were collected from the USA and India to examine the potential cultural differences with respect to organic products. A conceptual model is derived and tested using partial least squares structural equation modeling.
Findings
The results indicate that organic consciousness (e.g. for organic standards) is the most important predictor of attitudes, whereas environmental consciousness appears to be the prime motive in the formation of purchase intentions. Multidimensional (i.e. organic, environment, health and social) consciousness can predict attitude and intention. However, organic standards and social consciousness fail to directly influence customers’ purchasing intention. The impact of each dimension of consciousness varies between USA and Indian customers.
Originality/value
This study provides an understanding of customers’ sustainable consumption behavior by clarifying the relative impact of multidimensional perceived values. Also, because of the growth of organic food market globally, the findings of this study offer valuable insights by identifying the cultural difference between Western and Eastern customers’ behavior.
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Junaid Siddique, Amjad Shamim, Muhammad Nawaz and Muhammad Farrukh Abid
Recent years have witnessed a rise in interest in neuromarketing from academia and industry, as it offers practical tools for determining consumers' subconscious reactions to…
Abstract
Purpose
Recent years have witnessed a rise in interest in neuromarketing from academia and industry, as it offers practical tools for determining consumers' subconscious reactions to marketing stimuli. Despite this, the current state of neuromarketing research is not well supported by empirical data. To offer a thorough overview of the studies conducted on this discipline in the past few years, a bibliometric analysis of neuromarketing is carried out, taking into account its techniques, key areas and publication patterns trends from several viewpoints.
Design/methodology/approach
This study searched 463 documents for the web of science databases published during the previous sixteen years and visualized them. The graphical display of data was created using the VOS Viewer software.
Findings
Electroencephalogram (EEG) appeared as a predominantly tool used in neuromarketing research. EEG is either used alone or together with Human Eye-Tracking (HET). “Emotions” was identified in the study as a crucial area of neuromarketing, among other pertinent concepts. The study's results also showed that authors from the United States produced the most articles on neuromarketing, followed by those from the United Kingdom and Spain. The publishing trend, sources and major contributors in neuromarketing are identified using Web of Science data from 2006 to 2021. Overall, the research provides insight into neuromarketing's past, present and future as well as the most widely utilized analytical techniques.
Originality/value
The study's conclusions will be of interest to researchers in understanding the journals that publish neuromarketing research, the themes that contributors and writers have identified, and the countries where research is carried out. This is the first comprehensive study, to the authors' knowledge, that provides a general summary of the key trends in neuromarketing research throughout its history. To the authors' knowledge, this is the first thorough study that offers a broad overview of the most important developments in neuromarketing research from 2006 to 2021.
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Maheen Iqbal Awan, Amjad Shamim and Jiseon Ahn
In the prevailing COVID-19 pandemic, organizations now are expected to serve customers who are highly conscious of safety and sanitation. Among others, the hospitality industry is…
Abstract
Purpose
In the prevailing COVID-19 pandemic, organizations now are expected to serve customers who are highly conscious of safety and sanitation. Among others, the hospitality industry is significantly and negatively influenced by this pandemic. Given the unique characteristics of services, using advanced technology is not enough to create a memorable experience without physical interaction between service providers and customers. Thus, this study aims to define the “new normal” for service customers and to explore the “new service design” for the hotel industry.
Design/methodology/approach
As most of the Southeast Asian countries heavily rely on the tourism industry, this study focuses on one of the emerging tourism destinations in this region, Malaysia. The data is collected through in-depth interviews with 17 potential national and international tourists.
Findings
The results suggest that considering the “new normal” for customers, there is an immediate need for the hotel industry to revamp their service design by mainly practicing disinfection and sanitation activities, re-designing overall infrastructure and introducing promotional offers.
Originality/value
This study is novel in its kind as it provides useful guidelines for both practitioners and academicians/researchers. Under this crucial time, very few research is conducted specifically focusing on the hotel industry and tourists’ behaviors amidst the COVID-19 pandemic. The study will provide in-depth knowledge about tourists’ expectations from the hotel services, especially in their own voices.
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Muhammad Farrukh Abid, Amjad Shamim, Park Thaichon, Sara Quach, Junaid Siddique and Maheen Iqbal Awan
This study examines the roles of retail experience quality dimensions, customers’ in-shop emotion valence and in-shop involvement valence in shaping the holistic retail customer…
Abstract
Purpose
This study examines the roles of retail experience quality dimensions, customers’ in-shop emotion valence and in-shop involvement valence in shaping the holistic retail customer experience.
Design/methodology/approach
We conducted a total of 25 interviews with customers who have used services at non-fuel retail stores in Malaysia, commonly known as tuckshops, which are located adjacent to fuel stations. The data were analyzed using thematic analysis, which led to the identification of key themes and categories that informed the development of our conceptual framework.
Findings
This study identifies three dimensions of retail experience quality: physical surroundings experience quality, interaction experience quality and service innovation experience quality. These dimensions, which were previously unexamined, are shown to influence customer evaluations based on their interactions with the retail environment, employees and digital applications. Additionally, the study finds that these dimensions impact customers’ emotions and involvement valence, suggesting that even with negative experiences, high involvement and overall positive perceptions can still occur.
Research limitations/implications
This study contributes to the literature in several ways. First, it identifies key retail antecedents that shape how customers interact with, interpret and evaluate the quality of their retail experiences. Second, it examines the complex nature of customers’ in-store emotions and involvement valence, highlighting the coexistence of positive and negative emotions in certain retail contexts. Third, the study offers practical insights for retail firms, urging them to adopt a holistic approach in addressing customer emotions and involvement across diverse retail service channels.
Originality/value
The study introduces new dimensions of retail experience quality and develops a framework linking these dimensions to customer emotions and involvement valence. Unlike previous research that has focused on either positive or negative aspects in isolation, this study offers a comprehensive view of how mixed emotions and involvement can impact the overall retail experience. It provides both theoretical insights and practical guidance for creating more balanced and engaging retail experiences.
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Md Moynul Hasan, Yu Chang, Weng Marc Lim, Abul Kalam and Amjad Shamim
Customer value co-creation behavior is promising but undertheorized. To bridge this gap, this study examines the viability of a social cognitive theory positing that customers'…
Abstract
Purpose
Customer value co-creation behavior is promising but undertheorized. To bridge this gap, this study examines the viability of a social cognitive theory positing that customers' value co-creation behavior is shaped by their co-creation experience, self-efficacy, and engagement.
Design/methodology/approach
Using healthcare as a case, a stratified random sample comprising 600 patients from 40 hospitals across eight metropolitan cities in an emerging economy was acquired and analyzed using co-variance-based structural equation modeling (CB-SEM).
Findings
Customers' co-creation experience has a positive impact on their co-creation self-efficacy, co-creation engagement, and value co-creation behavior. While co-creation self-efficacy and engagement have no direct influence on value co-creation behavior, they do serve as mediators between co-creation experience and value co-creation behavior, suggesting that when customers are provided with a co-creation experience, it enhances their co-creation self-efficacy and engagement, ultimately fostering value co-creation behavior.
Originality/value
A theory of customer value co-creation behavior is established.
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Iffat Abbas Abbasi, Amjad Shamim and Hasbullah Ashari
This study addresses a critical gap in understanding consumer behavior toward indigenous chicken, investigating the interaction between cognitive factors and purchase decisions…
Abstract
Purpose
This study addresses a critical gap in understanding consumer behavior toward indigenous chicken, investigating the interaction between cognitive factors and purchase decisions. The current research offers a valuable contribution to the field of sustainable food marketing by shedding light on these dynamics.
Design/methodology/approach
The research employed a quantitative survey method to gather data from consumers of indigenous chicken in Malaysia and analyzed it using structural equation modeling.
Findings
Health and price consciousness, along with effort expectancy, significantly influence consumer attitudes toward indigenous chicken. However, environmental consciousness and availability do not directly impact attitude. Similarly, attitude mediates the relationship between health consciousness, price consciousness, effort expectancy and purchase behavior, while attitude does not mediate the relationship between environmental consciousness, availability and purchase behavior of indigenous chicken.
Originality/value
This study is one of the pioneering works to apply the cognitive affect behavior (CAB) model to examine the factors influencing consumer attitudes and purchase behavior toward indigenous chicken. It investigates how constructs such as health consciousness, environmental consciousness, price consciousness, effort expectancy and availability affect these attitudes and behaviors, offering novel insights into the purchase intentions of younger and educated individuals.
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Oussama Saoula, Amjad Shamim, Norazah Mohd Suki, Munawar Javed Ahmad, Muhammad Farrukh Abid, Ataul Karim Patwary and Amir Zaib Abbasi
This study aims to examine the impact of website design, reliability and perceived ease of use as an engagement motivational factors on customer e-trust and e-retention in online…
Abstract
Purpose
This study aims to examine the impact of website design, reliability and perceived ease of use as an engagement motivational factors on customer e-trust and e-retention in online shopping.
Design/methodology/approach
By using deductive approach, quantitative methods and purposive sampling technique, this study has collected the data from 295 young online customers to enhance an understanding of website design, reliability and perceived ease of use in an online shopping context.
Findings
The findings revealed interesting insights where reliability is the most significant predictor of customer e-trust in online shopping, followed by perceived ease of use and website design. In addition, a significant mediating effect of e-trust is found between customer e-retention, website design, reliability and perceived ease of use.
Research limitations/implications
Future research is recommended to predict the antecedents of online engagement motivational factors with value co-creation and co-creation experience in online shopping context.
Originality/value
This study offers fresh insights about driving elements and impediments of online customer retention. Customer engagement comprising of website design, reliability and perceived ease of use appear to influence the online customer retention through direct and indirect effect.
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Uzma Noor, Mahnaz Mansoor and Amjad Shamim
This study examined the relationship between perceived personalization and positive electronic word of mouth, as well as the mediating impact of online advertising engagement and…
Abstract
Purpose
This study examined the relationship between perceived personalization and positive electronic word of mouth, as well as the mediating impact of online advertising engagement and the moderating effect of online users' modes on that relationship. The theory of presence serves as the foundation for the relationships among variables.
Design/methodology/approach
A quasi-experimental research design was used to carry out the investigation. The analysis was performed on 865 valid responses from the treatment and control groups.
Findings
Results showed no mediation for the control group and partial mediation for the treatment group. The treatment group's moderated mediation relationships were found as significant, but the control group's relationships were insignificant. The findings also supported the hypothesis that there is a significant association between perceived personalization and online advertising engagement for playful online users and a weak relationship for serious online users. On the mediation link of online advertising engagement between perceived personalization and positive electronic word of mouth, the conditional indirect influence of “online users' modes” has been specifically studied.
Originality/value
This study is the first to examine online advertising through the lens of the theory of presence and offers a moderated-mediation model of Online Users' Modes and Online Advertising Engagement, which is a valuable addition to the marketing body of knowledge.
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Amjad Shamim, Zulkipli Ghazali and Pia A. Albinsson
The purpose of this research is to develop a scale for measuring customer value co-creation attitude (CVCCA).
Abstract
Purpose
The purpose of this research is to develop a scale for measuring customer value co-creation attitude (CVCCA).
Design/methodology/approach
Scale development procedures are used for item generation, item purification and validation. Two studies are conducted. In Study 1, exploratory and confirmatory factor analysis is used to generate and confirm the factorial structure of the CVCCA construct. Study 2 validates the scale on a large field sample.
Findings
The study develops a new scale for measuring CVCCA. Results suggest that CVCCA is a higher-order construct comprising three dimensions: interaction attitude, knowledge sharing attitude and responsive attitude. Additionally, experiential value significantly predicts CVCCA, which subsequently leads to customer value co-creation behaviour confirming nomological validity of the scale.
Research limitations/implications
The CVCCA scale should be of interest for researchers in exploring factors and outcomes of CVCCA. The scale is useful to managers who are interested in measuring their customers’ co-creation of value attitude and their willingness to engage in value co-creation behaviour.
Originality/value
This is the first scale using the service logic of marketing lens. The scale is found to be a valid and reliable tool to measure customer attitude to engage in value co-creation.