Fakhra Malik Mushtaq, Zalfa Laili Binti Hamzah and Ezlika Binti Mohd Ghazali
During the past decade, marketing literature has focused on investigating the dark side of consumer emotions and their behavior. This demands further research for a more in-depth…
Abstract
Purpose
During the past decade, marketing literature has focused on investigating the dark side of consumer emotions and their behavior. This demands further research for a more in-depth understanding. Hence, drawing on affective events theory, this study aims to examine employee incivility (rude and poor behavior) and its consequences on brand hate. Furthermore, the authors also introduced perceived justice as a moderator to buffer the impact of brand hate.
Design/methodology/approach
A scenario-based survey was used to collect data from 212 consumers from the airline industry. Structural equation modeling was performed through SmartPLS.
Findings
Findings revealed that employee incivility instigates brand hate. Results further showed that attitudinal brand hate influences brand opposition and detachment, whereas behavioral brand hate only influences brand detachment. Additionally, perceived justice moderates the negative relationship between employee incivility and brand hate. Overall, the results showed that employee incivility can trigger brand hate, and service recovery can reduce the negative impact of employee behavior on brand hate in the aviation sector.
Research limitations/implications
This study contributes to brand hate and service recovery literature.
Practical implications
This study provides deep insights into how employee behavior can cause brand hate and how recovery strategies can help buffer its impact.
Originality/value
In the existing literature, limited studies have focused on organizational factors instigating brand hate. To the best of the authors’ knowledge, this study is the first to associate employee incivility and brand hate.
Details
Keywords
Ezlika Ghazali, Dilip Mutum, Muhammad Waqas, Azni Zarina Taha and Mozard Mohtar
This study aims to present a new integrative model that maps innovation diffusion factors, technology acceptance and use factors, device attitude, adoption intention and purchase…
Abstract
Purpose
This study aims to present a new integrative model that maps innovation diffusion factors, technology acceptance and use factors, device attitude, adoption intention and purchase intention for a pork DNA detection device (PD3).
Design/methodology/approach
A scenario-based survey was conducted with 256 potential consumers of the portable PD3. Partial least square structural equation modelling was used to test the research hypotheses.
Findings
It was found that innovation characteristic factors determine the attitude towards the device, perceived expectancy of performance and effort required to use the device. Performance and effort expectancy further influence the positive attitude towards the device which determines the behavioural intention to adopt and purchase the device.
Originality/value
This study proposes a new model that integrates the diffusion innovation theory and the unified theory of acceptance and use of technology to understand the mechanism that facilitates the adoption and purchase intention of PD3s. This study contributes to the existing literature by offering solutions that can reduce the concerns of Muslim travellers. This study enhances the understanding of the future commercial potential of this newly developed technology. The results show that the potential demand for a portable PD3 is very optimistic among consumers observing a halal diet.
Details
Keywords
Dilip S. Mutum, Ezlika M. Ghazali, Amrul Asraf Mohd-Any and Bang Nguyen
This study aims to conceptualise and empirically examine how blog users engage with the sponsored posts on consumer-generated content, specifically blogs.
Abstract
Purpose
This study aims to conceptualise and empirically examine how blog users engage with the sponsored posts on consumer-generated content, specifically blogs.
Design/methodology/approach
This paper empirically tested the proposed hypotheses using the structural equation modelling using a sample of 399 blog users.
Findings
The need for cognition, perceived interactivity and perceived credibility of blogs has been found to directly influence consumers’ attitude towards blogs. Innovativeness has been found to have a weak negative link with the attitude towards blogs. Blog users were more favourable towards the sponsored posts if the blogs were more interactive. Attitude towards blogs has been found to mediate the relationship between users’ perceived interactivity and their avoidance of the sponsored posts and also between perceived credibility and avoidance of the sponsored posts on blogs. The most significant finding of this study is that the positive attitude towards a blog results in a higher avoidance of the sponsored posts.
Research limitations/implications
This study focuses on the sponsored posts on blogs. It does not look at other forms of advertising on blogs such as banner ads, or other forms of consumer-generated content.
Practical implications
Marketers and bloggers should carefully consider the suitability of the sponsored posts on blogs as they risk alienating the regular users of the blogs. Sponsored posts which are perceived as honest reviews (as opposed to paid advertorials) might be more acceptable to blog users.
Social implications
This study highlights the importance of credibility of bloggers to blog users. There are some serious ethical issues related to the sponsored posts which have not been discussed here but need to be examined further.
Originality/value
This study represents one of the first attempts to conceptualise and empirically examine how blog users engage with customer-generated advertising – sponsored posts. It contributes to marketing literature by enhancing the understanding of how consumers perceive consumer-generated content and more specifically, with regard to consumer attitudes towards online consumer-generated advertising. This study enhances the theoretical and empirical knowledge on how consumers react to advertisements on social media, with important suggestions for future research and implications for practitioners.
Details
Keywords
Ezlika M. Ghazali, Dilip S. Mutum, Michele Hui-Jing Pua and T. Ramayah
This study explains and predicts smartwatch adoption trends among non-users of smartwatches based on theories of the diffusion of innovation and inertia. It explores the impact of…
Abstract
Purpose
This study explains and predicts smartwatch adoption trends among non-users of smartwatches based on theories of the diffusion of innovation and inertia. It explores the impact of satisfaction with the status-quo with traditional wristwatches, on attitudes toward smartwatches and intentions to adopt the technology.
Design/methodology/approach
The study used PLS-SEM to conduct a multi-group analysis considering high (HSQS) and low (LSQS) status-quo satisfaction groups. The multi-group analysis followed the MICOM procedure, and the software SmartPLS three was used to analyse the data.
Findings
The results suggest that attitudes of the LSQS group were more strongly impacted by perceived ease of use and trialability. Their attitude toward innovation also had a stronger effect on their adoption intention. For the HSQS group, social influence more strongly impacted adoption intention; this group also perceived the disruption associated with an innovation as greater than the LSQS group. Analysis using PLS-Predict indicated that both models have considerable predictive power.
Originality/value
Most scholarship on this subject has taken a positive view of the diffusion and adoption of smartwatches. This study considers smartwatches from positive and inhibitory perspectives. In the context of smartwatches, this is the first scholarly attempt at comparing levels of resistance to innovation adoption to consumer satisfaction with the status quo.
Details
Keywords
Mozard Mohtar, Azni Zarina Taha, Ezlika Ghazali and Mardiana Md Radzi
This paper aims to examine the influence of store environment cues, store personality and attitude toward halal product (AHP) on store evaluation and repatronage intention. The…
Abstract
Purpose
This paper aims to examine the influence of store environment cues, store personality and attitude toward halal product (AHP) on store evaluation and repatronage intention. The authors extended the conceptual framework of Baker and colleagues (2002) and examined the indirect effects of store personality (i.e. sophistication and sincerity) and AHP on the outcome variables.
Design/methodology/approach
The authors adopted survey design to test our hypotheses. Data were collected random to store patrons and post-graduate students of public university business schools in Klang valley. There was almost equal selection of Muslim (49.6%) and non-Muslim respondents.
Findings
Results indicate that the model explains 44 per cent of the variance in store repatronage intention. In particular, serial mediation is not significant only for two mediation paths.
Research limitations/implications
The findings imply that brand personality, attitude toward halal product and store evaluation mediate the relationship between store environment cues and purchase intention. However, there are few limitations. First, the respondents were only limited to store patrons in Klang valley. Second, the authors only tested for three store environment cues.
Practical implications
Store repatronage intention could be increased by focusing on store environment cues (i.e. music and design), forming sincere and sophisticated store personalities and attaining favorable evaluation for both store and particularly halal products.
Social implications
Halal requirements for consumable goods especially food and drinks are warrant concerns for both Muslim and non-Muslim consumers. It deals with safety and health issues of producing such goods. In a nation that comprises multiethnic-multireligious population, it is not surprising that non-Muslims are assured by quality of faith-based products made for Muslims.
Originality/value
Store repatronage intention is a valid concern for all retailers. In this study, stores which carry halal products should focus on enhancing store design and music perception, forming sincere and sophisticated personality, and generating favorable attitudinal evaluation for both halal products and store. After all, halal products are an assurance of quality for all store patrons.
Details
Keywords
Amrul Asraf Mohd-Any, Dilip S. Mutum, Ezlika M. Ghazali and Lokmanulhakim Mohamed-Zulkifli
The purpose of this paper is to investigate the importance of successful service recovery in the airline sector by examining the interrelationship between perceived justice…
Abstract
Purpose
The purpose of this paper is to investigate the importance of successful service recovery in the airline sector by examining the interrelationship between perceived justice, recovery satisfaction and overall satisfaction, customer trust and customer loyalty. Furthermore, the research assesses the mediating effect of overall satisfaction and customer trust on customer loyalty.
Design/methodology/approach
Data were collected via an airport intercept survey of Malaysia Airlines passengers who had experienced service failure. In total, 380 responses were used for the final analysis. The study uses partial least squares structural equation modelling technique with SmartPLS 3.0, in order to test and validate the research model and hypotheses posited.
Findings
The results reveal that: recovery satisfaction is significantly affected by procedural and interactional justice; distributive and procedural justice, as well as recovery satisfaction influenced overall satisfaction; customer trust is most influenced by interactional justice, distributive justice and recovery satisfaction; customer loyalty is positively affected by customer trust, overall satisfaction and recovery satisfaction; and the influence amongst recovery satisfaction and customer loyalty is partially mediated by customer trust and overall satisfaction.
Originality/value
The study contributes to a whole conceptual comprehension of the essential determinants of customer loyalty from the combined perspectives of three theories, namely, justice theory, expectancy disconfirmation theory and commitment-trust theory. This study successfully differentiates the three dimensions of perceived justice and assesses them individually to discern and compare their influence on overall satisfaction, recovery satisfaction and trust. In addition, the study finds that the influence of recovery satisfaction on loyalty is partially and sequentially mediated by trust and overall satisfaction.
Details
Keywords
Ezlika M. Ghazali, Dilip S. Mutum, Jiu Hui Chong and Bang Nguyen
Mobile shopping is expected to emerge as a new way of shopping as the Asia Pacific region moves towards the digital era. It is important to understand factors that influence…
Abstract
Purpose
Mobile shopping is expected to emerge as a new way of shopping as the Asia Pacific region moves towards the digital era. It is important to understand factors that influence consumers’ intentions to adopt this new shopping channel, especially in developing countries such as Malaysia where it has the fastest growing mobile penetration rate in the world. The purpose of this paper is to integrate the Technology Acceptance Model (TAM) and the Theory of Planned Behaviour (TPB), and includes additional variables such as personal innovativeness (PI) and trust.
Design/methodology/approach
Empirical data from 453 consumers were tested against a proposed model using partial least squares structural equation modelling.
Findings
Findings suggest that most of the constructs in the model (i.e. trust, perceived ease of use, perceived usefulness, attitudes, PI and perceived behavioural control) influence a shopper’s intentions towards adopting mobile shopping. For example, consumers’ attitudes towards M-shopping adoption is higher if a system is not complex and easy to use; if consumers can easily pull out their mobile devices from their pockets to browse or shop by using just one finger, without a complicated process, they tend to use M-shopping channels. In addition, when mobile technology is user-friendly and free from mental effort, it creates positive perceptions that the system is useful, developing stronger intentions for consumers to adopt this alternative.
Originality/value
Since M-shopping is a personalised activity that involves money transactions, consumers are more cautious with adoption intentions, and do not follow social norms blindly. Thus, the empirical evidence from Malaysian consumers contributes to literature with insights into their specific m-shopping behaviour in this emerging market. In addition, from a theoretical perspective, the research model in this study integrates both TAM and TPB to provide a holistic view of consumers’ M-shopping adoption intentions in an emerging market, incorporating user-centric factors (i.e. trust and PI). An important finding which differs from other studies is that the relationship between subjective norms and behavioural intention to use M-shopping was not significant, which is contrary to the findings of previous studies. Moreover, attitude was found to mediate the effect of PEOU and PU on consumer’s intention towards mobile shopping adoption. The validated instrument would serve as a useful guideline for researchers during development and refinement of studies on M-shopping.
Details
Keywords
Ezlika M. Ghazali, Dilip S. Mutum and Haleh Hakim Javadi
This study presents a framework for integrating distinct perspectives on social entrepreneurship by combining institutional theory with the social entrepreneurship intention…
Abstract
Purpose
This study presents a framework for integrating distinct perspectives on social entrepreneurship by combining institutional theory with the social entrepreneurship intention model. The framework assesses the relationships between social support and the perceived feasibility and desirability of social entrepreneurship, the relationships between social support and the institutional environments of social workers, and the moderating role of prior experience of social work and volunteering.
Design/methodology/approach
The model was tested using 266 validated responses from an online and paper-based survey distributed among social workers. Partial least squares structural equation modelling was used to analyse the data, and multi-group analysis was conducted to examine the moderation effects.
Findings
The findings indicate that experience moderates the relationships between the regulatory and cognitive environments, cognitive environments and social support, and social support and perceived feasibility. Experience negatively moderates the relationship between the normative environment and social support.
Practical implications
Active government involvement in the form of incentives and financial support would encourage the creation of social ventures.
Social implications
Educational programmes are also necessary to help raise awareness and increase the familiarity and knowledge of potential social entrepreneurs.
Originality/value
The study analyses the effects of institutional environmental components, recognised as highly influential on the development of social entrepreneurship, as well as the impact of perceived social support on the antecedents of the perceived desirability and feasibility of social entrepreneurship. It also addresses how social work experience modifies these relationships. Contrary to previous studies, the findings suggest that increasing social work experience isolates entrepreneurs from their environment.
Details
Keywords
Ezlika Ghazali, Dilip S. Mutum and Mei-Yuen Woon
The purpose of this paper is to identify the determinants of players’ continuance intentions to play Pokémon GO (PG) and ultimately make in-app purchases, mainly from the…
Abstract
Purpose
The purpose of this paper is to identify the determinants of players’ continuance intentions to play Pokémon GO (PG) and ultimately make in-app purchases, mainly from the perspectives of psychological, social and gaming motivational factors.
Design/methodology/approach
The research model was empirically assessed based on 362 validated responses from current players of PG in Malaysia. Analysis was carried out using the partial least squares path modeling method.
Findings
The results indicated that enjoyment, network externalities, community involvement and the need-to-collect significantly influence players’ continuance intention. Furthermore, the findings reveal that flow and nostalgia have indirect effects on players’ continuance intention, which in turn significantly influences their purchase intention.
Originality/value
This study provides empirical support for an integrated model for understanding the antecedents of the players’ behavioral intentions that incorporates psychological, social and gaming motivational factors in the context of an augmented reality mobile game.