Tsun Jin Chang, Shang Pao Yeh and I‐Jan Yeh
This study purports to examine the effects of a joint reward system (JRS) under a new product development (NPD) setting by identifying four neglected aspects of JRS that contains…
Abstract
Purpose
This study purports to examine the effects of a joint reward system (JRS) under a new product development (NPD) setting by identifying four neglected aspects of JRS that contains a procedural view (participation of reward decision and reward contingent on NPD phases) and a monetary view (risk‐free to participate and over‐reward incentive) in a conceptual model, and then to empirically test their effects on knowledge sharing and NPD performance.
Design/methodology/approach
Using regression analysis, the proposed model was tested on 233 valid respondents (112 in R&D, 50 in marketing, and 71 in manufacturing), including 92 from electronics firms, 87 from semiconductor firms, 29 from biotechnology firms, and 25 from pharmaceutical firms in Taiwan.
Findings
The results indicated that risk‐free to NPD project members is the most salient aspect of JRS on knowledge sharing and NPD performance. Joint determination of reward allocation was found to be a favorable JRS for only marketing and NPD performance. Rewards contingent on NPD phases have shown conflicting results between R&D and marketing. No relationship was found for over‐reward incentive on knowledge sharing and NPD performance. Despite the mixed effects of JRS, knowledge sharing is a strong predictor of NPD performance.
Originality/value
This study extends understanding of the complexities of rewards on knowledge sharing and NPD success by decomposing and testing four unique aspects of JRS, which sheds a new light on NPD researches.
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Rajesh Anantharaman, Sanjeev Prashar and Sai Vijay Tata
Organizations are being compelled to revamp their loyalty programs due to the increase in digital transactions, customer acquisition costs and competition in the loyalty market…
Abstract
Purpose
Organizations are being compelled to revamp their loyalty programs due to the increase in digital transactions, customer acquisition costs and competition in the loyalty market. Given the significance of consumer-brand relationships, businesses must quickly identify the relationships that best elicit brand loyalty. Thus, this study seeks to develop a comprehensive model about the consumer-brand relationship that encompasses the following constructs: brand trust, brand satisfaction, brand preference, brand affect, brand equity, brand image, commitment, variety seeking, and relationship length, and their influence on brand loyalty. The study also investigates the impact of the bandwagon effect, in tandem with the aforesaid antecedents.
Design/methodology/approach
A data set comprising 248 consumers in India was used to validate the measures and test the hypotheses. Structural equation modeling was employed to test the hypothesis. The data analysis was carried out on R version 4.0.2.
Findings
The study found that all the selected constructs exert influence on brand loyalty, although commitment, brand equity and brand preference exhibited the strongest impact. The bandwagon effect also demonstrated a strong effect.
Originality/value
This study advances the field's understanding of information processing through a consolidated meta-view of various consumer-brand relationship constructs along with bandwagon effects. Perhaps the most important contribution is shedding light on the influence of bandwagon effects on brand loyalty.
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Harsandaldeep Kaur and Harmeen Soch
The purpose of this study is to develop an understanding of the factors influencing Indian consumers’ loyalty toward mobile phone service providers by exploring the mediating…
Abstract
Purpose
The purpose of this study is to develop an understanding of the factors influencing Indian consumers’ loyalty toward mobile phone service providers by exploring the mediating roles of commitment, corporate image and switching costs on causal relationships between customer satisfaction, trust and loyalty.
Design/methodology/approach
A survey of 855 Indian mobile phone users was carried out to test the hypothesized relationships using structural equation modeling. The results support most of the proposed hypotheses.
Findings
The direct linkages in the model are found to be statistically significant. Of these relationships, corporate image emerged as the strongest determinant of attitudinal loyalty. Calculative commitment and corporate image are found to be partial mediators between satisfaction and attitudinal loyalty. Calculative commitment and switching costs are each proven to be partial mediators between trust and attitudinal loyalty, while corporate image is proved to be a complete mediator.
Research limitations/implications
The study is limited to examining the impact of relationship variables on Indian consumers’ loyalty toward mobile phone companies. Future research can examine the impact of variables such as rate plans, value-added services, billing experience and voice quality on customer loyalty.
Practical implications
The results have implications for retaining customers in highly competitive and maturing Indian mobile telecommunications. The research provides some initial insights into corporate brand building as an important area for mobile phone companies.
Originality/value
This is one of the first studies to test the mediating role of commitment, switching costs and corporate image in the relationship between satisfaction, trust and loyalty in the Indian context.