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The purpose of this study is to focus on a database from a supermarket for market segmentation.

Rather than using the questionnaire to collect the customers' purchase behaviors, this study uses a database from a supermarket as an example to illustrate how market segmentation can be performed by adding useful variables particularly from behavioral variables and through Chi-square test and analysis of variance.

The illustration of the database from a branch supermarket shows that two demographic variables (gender and age group) and two behavioral variables (date of transactions and time of purchase) are critical variables for market segmentation when total money spent and purchased merchandize items are taken into consideration.

This case study can be a reference for supermarket practitioners to follow in order to increase profit and to provide better services for their customers.

No studies have been found to combine demographic variables, behavioral variables, merchandize items and total amount for market segmentation simultaneously. Different combinations of demographic variables, behavioral variables and merchandize items can be further used to perform market segmentation more effectively. This framework used in this case study can be further applied in similar industries including retail industries for market segmentation as well as to fulfill customer needs in practice.

This study investigates the role of source familiarity in moderating the effect of service adaptive behavior (SAB) on customer satisfaction. Applying the accessibility–diagnosticity framework and situated cognition theory as the theoretical basis, this research hypothesizes that when customers are familiar with the source that provides the service (i.e. brand familiarity for Study 1 and personal familiarity for Study 2), customer satisfaction responses to SAB would be more moderate than when customers are not familiar with the source. Two studies were conducted to test the hypotheses.

Two experiments manipulating SAB and the brand name familiarity (Study 1) and personal familiarity with the service staff (Study 2) as the source familiarity were conducted. Customer satisfaction as a function of source familiarity was measured to test the hypothesis that source familiarity moderates the relationship between SAB and customer satisfaction.

Compared to unfamiliar sources, familiar sources generated a more moderate response in customer satisfaction as a function of SAB. High familiarity with the brand and service staff induced top-down, memory-based processing that overrides external stimuli as the basis of satisfaction judgment; bottom-up, stimulus-based processing relying on SAB for judgment kicked in only when the source familiarity is low.

From a practical point of view, this study indicates the importance of SAB, especially for brands with low awareness, and alludes to the comparative importance of relationship building in service delivery processes.

This study contributes to the literature by validating the role of contextual factors in influencing the impact of SAB on customer satisfaction.

Due to fierce competition in the mobile retailing market, it is desirable to identify the success factors driving consumers to reuse a mobile shopping application. This research intends to develop a model for mobile shopping app success by integrating an e-commerce systems success (ESS) model and sales promotion benefits and parasocial interaction literatures.

302 useable online questionnaires were obtained. The data analysis was conducted using the structural equation modelling.

The results indicate the validity of the ESS model in predicting consumers' reuse intention of mobile shopping apps where three quality dimensions of system, information and service facilitate both perceived value and user satisfaction, which in turn generates reuse intention. Furthermore, savings and entertainment denoting the utilitarian and hedonic sales promotion benefits have positive impact on perceived value but have no influence on satisfaction. Parasocial intention between consumers and sellers facilitates both value perception and satisfaction.

This research contributes to the mobile retailing literature by identifying the success factors driving consumers' continuance intention of mobile shopping apps. Theoretically, it validates and extends the ESS model in mobile shopping app context by identifying savings, entertainment and parasocial interaction as additional success factors. Based on the findings, two approaches are proposed to suggest mobile retailers design a successful mobile shopping app.

Faced with the aggressive and invasive behavior of a competitor, it is necessary for a firm to adopt strategies to protect its market share. This study aims to examine brand counter‐extension strategy as a means of fighting back against strong competitors.

The study applies a measure of conditions among competitors, namely market position and extension outcome, as well a firm's own technological capability, in order to develop the fight‐back strategy of brand counter‐extensions.

The results verify that utilizing a competitor's market position does not help in the firm's brand counter‐extension, although the outcome of the competitor's previous successful extension could facilitate it.

Two practical implications could be addressed to enable firms to utilize their competitors' conditions: first, to utilize the competitor's market position to enter a new market at the introduction stage of a product's life cycle; second, to utilize the outcome of a competitor's brand extension to build support for a new product at the growth stage of its life cycle; a two‐step appeal strategy with the aim of learning the degree of support and purchase intention of consumers.

This study proposes that the strength of the firm's technological capability is critical for a successful counter‐extension. Moreover, the combination of successful experience and technological capability could enhance a customer's intention to purchase.

The purpose of this study is to theoretically discuss and empirically test the mediating effect of emotional exhaustion (EE) and the moderating effects of perceived coworker support (PCS) and positive affectivity (PA) in the relationship between abusive supervision (AS) and knowledge hiding (KH).

The authors adopted a three-wave survey to collect data from eight high-tech companies in north China. The final sample of 209 available responses was analyzed with hierarchical regression analyses and bias-corrected bootstrapping methods.

AS positively affected employees’ KH. EE fully mediated this positive relationship. PCS and PA attenuated the relationship between AS and EE, respectively, and the mediating effects of EE.

First, the study contributes to the knowledge management and leadership literature by examining the relationship between the following two dysfunctional workplace behaviors: AS and KH. Second, the authors explicitly tested the underlying psychological mechanism in the above relationship. Third, this study specified two ways – obtaining support from coworkers and generating positive emotions – to attenuate the toxic effects of AS on victims.

The purpose of this study is to establish an effective numerical simulation method to describe the flow pattern and optimize the strategy of noncontact mixing induced by alternating Gaussian light inside a nanofluid droplet and analyzing the influencing factors and flow mechanism of fluid mixing inside a droplet.

First, the heat converted by the alternating incident Gaussian light acting on the nanoparticles was considered as the bulk heat source distribution, and the equilibrium equation between the surface tension and the viscous force at the upper boundary force was established; then, the numerical simulation methods for multiple-physical-field coupling was established, and the mixing index was used to quantify the mixing degree inside a droplet. The effects of the incident position of alternating Gaussian light and the height of the droplet on the mixing characteristics inside a droplet were studied. Finally, the nondimensional Marangoni number was used to reveal the flow mechanism of the internal mixing of the droplet.

Noncontact alternating Gaussian light can induce asymmetric vortex motion inside a nanofluid droplet. The incident position of alternating Gaussian light is a significant factor affecting the mixing degree in the droplet. In addition, the heat transfer caused by the surface tension gradient promotes the convection effect, which significantly enhances the mixing of the fluid in the droplet.

This study demonstrates the possibility of the chaotic mixing phenomenon induced by noncontact Gaussian light that occurs within a tiny droplet and provides a feasible method to achieve efficient mixing inside droplets at the microscale.