Paramaporn Thaichon and Charles Jebarajakirthy
The purpose of this paper is to examine the influence of quality perception on customers’ repurchase behaviour in home internet services. Specifically, it was found that…
Abstract
Purpose
The purpose of this paper is to examine the influence of quality perception on customers’ repurchase behaviour in home internet services. Specifically, it was found that information quality, and privacy affected customers’ commitment and perceived value which were directly related to customer behavioural loyalty.
Design/methodology/approach
In order to achieve the research objectives, a model is proposed. The literature review and formulation of hypotheses related to each construct are then discussed. An online survey was conducted. The final usable sample size was 2,059.
Findings
Information quality was a stronger determinant of commitment and value when compared with privacy. The positive indirect effects of information quality and privacy on behavioural loyalty were also confirmed.
Originality/value
The research provides practical implications which can be used to design effective marketing strategies to retain customers in the residential internet market. Moreover, current issues of high-customer churn rate can be resolved. In general, the study confirms that putting customers’ privacy in the heart of company operations is critical for an internet service provider’s success and long-term sustainability.
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Paramaporn Thaichon, Antonio Lobo and Ann Mitsis
This study aims to investigate the antecedents to service quality and their relationship with affective evaluations of customers of internet service providers (ISPs) in Thailand…
Abstract
Purpose
This study aims to investigate the antecedents to service quality and their relationship with affective evaluations of customers of internet service providers (ISPs) in Thailand.
Design/methodology/approach
In order to achieve the research objectives, a model is proposed. The literature review and formulation of hypotheses related to each construct are then discussed.
Findings
The findings reveal that service quality is influenced by network quality, customer service, information support, privacy and security. Service quality in turn also impacts customer loyalty attributes, including satisfaction, value, trust and commitment. Satisfaction is a determinant of customer trust, whereas the direct relationship between value and customer commitment is not supported.
Research limitations/implications
The model in this study was tested in the Thai ISP context which may be different in other service industries as well as in other countries.
Practical implications
By enhancing service quality, firms can influence customers' satisfaction, value, trust and commitment, which are critical for an ISP's success and long-term sustainability.
Originality/value
By applying the findings of this study, ISPs can strategise in making customers more central in their day-to-day operations, which would create competitive advantage for them.
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Elizabeth Levin, Paramaporn Thaichon and Thu Nguyen Quach
– The study aims to consider the overall impact of the service encounters and projects undertaken on the long-term relationship between the agency and its clients.
Abstract
Purpose
The study aims to consider the overall impact of the service encounters and projects undertaken on the long-term relationship between the agency and its clients.
Design/methodology/approach
The study uses a parallel mixed-method design incorporating quantitative and qualitative elements in the client–advertising agency context. Data obtain via an online survey in Study 1 were analysed using structural equation modelling and bias-corrected bootstrapping technique. Study 2 featured 15 in-depth interviews with marketing managers and project leaders.
Findings
The findings revealed that advertising agencies deliver value and create trust through creativity aspects as well as project management processes. In addition, both perceived value and trust have crucial roles in fostering client–agency relationships and the continuance of business relationships. Value has a stronger direct effect on loyalty when compared with trust, confirmed by the results of Study 2. Several respondents pointed out the influence of client characteristics on both evaluation of creativity as well as loyalty.
Practical implications
The results highlight the importance of project management and planning which should be seen as an investment by both parties. Moreover, agencies need to involve clients in the creative process and focus on marketing themselves and the value they add to enhance client loyalty.
Originality/value
This study was the first to develop a model for the drivers of loyalty, drawing from literature in three key areas: service quality, relationship marketing and project management. An additional contribution of the study stems from the incorporation of an integrated parallel mixed-methods approach.
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Paramaporn Thaichon, Antonio Lobo and Ann Mitsis
This paper aims to investigate the antecedents to attitudinal and behavioural loyalty of customers of Internet service providers (ISPs). In addition, this study endeavours to…
Abstract
Purpose
This paper aims to investigate the antecedents to attitudinal and behavioural loyalty of customers of Internet service providers (ISPs). In addition, this study endeavours to identify the relationship between overall service quality and cognitive as well as affective evaluations of customers. An assessment of service quality dimensions is also included to fill the void of research on modelling service quality in high tech services.
Design/methodology/approach
The paper reviews the most cited articles on the topic published in academic journals with a view to identify dimensions that customers use to evaluate the quality of a service providers, and to determine loyalty formation through customer cognitive and affective evaluations in Internet industry.
Findings
The exogenous constructs of the conceptual model include influential factors such as network quality, customer service, information support and security which make up the perception of overall service quality. The endogenous constructs include cognitive and affective determinants such as customers’ trust, satisfaction, commitment, value and resultants – attitudinal loyalty and behavioural loyalty.
Originality/value
The study proposes that by enhancing service quality, firms can influence customers’ satisfaction, trust, commitment and value, and ultimately loyalty, which are critical for an ISP’s success and long-term sustainability. Moreover, applying the findings of this study, ISPs can strategise in making customers more central in their day to day operations, which would create competitive advantage for the companies.
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Charles Jebarajakirthy and Paramaporn Thaichon
The leading multinational companies tend to expand their marketing activities to bottom of pyramid (BOP) market. The BOP market comprises many segments, however, little is known…
Abstract
Purpose
The leading multinational companies tend to expand their marketing activities to bottom of pyramid (BOP) market. The BOP market comprises many segments, however, little is known about the purchase behaviour of BOP market or segments therein. Microcredit provides credit access to customers in BOP market. The purpose of this paper is to investigate youth’s intentions of obtaining microcredit in the post-war era, which could be a segment of BOP market.
Design/methodology/approach
The sample comprised 1,250 youth aged 18-27 selected from the Northern Province of Sri Lanka. Surveys were administered for data collection. After testing measurement model, two structural models – full model and non-mediated model (direct effects model) were run to test hypotheses.
Findings
Positive affect, subjective norms, entrepreneurial desire and self-identity enhanced intentions of obtaining microcredit, whereas perceived deterrents reduced those intentions. Additionally, self-identity mediated the association between positive affect, entrepreneurial desire, perceived behavioural control and knowledge of microcredit, and intentions of obtaining microcredit.
Research limitations/implications
This study was conducted amongst youth in one country. Also, the data were cross-sectional. Hence, the model needs testing with youth and adults in other post-war contexts and with longitudinal data.
Practical implications
The findings of this study inform how effectively microcredit can be marketed to youth in post-war contexts and to the other segments of BOP market.
Originality/value
A unique purchase behavioural model is suggested with the mediating role of self-identity, to enhance intentions of obtaining microcredit in BOP markets, such as youth in post-war contexts. This study contributes to literature relating to purchase behaviour and self-identity, with particular reference to BOP market.