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Article
Publication date: 22 August 2023

Mojtaba Barari, Mitchell Ross, Sara Thaichon and Jiraporn Surachartkumtonkun

Recent literature on customer engagement has introduced the concept of “actor engagement,” which serves as the foundation for this study. The study aims to investigate the…

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Abstract

Purpose

Recent literature on customer engagement has introduced the concept of “actor engagement,” which serves as the foundation for this study. The study aims to investigate the formation of engagement and engagement's impact on the performance of sharing economy platforms in an international context.

Design/methodology/approach

The study analyses unstructured data from 145,434 service providers and 1,703,266 customers on Airbnb across seven countries (USA, Canada, United Kingdom, Australia, South Africa, China and Singapore). Machine learning techniques are used to measure actor engagement, and the research model is tested using structural equation modelling (SEM).

Findings

The findings suggest that actor engagement, encompassing the reciprocal relationship between customer engagement and service provider engagement, has a significant impact on platform performance. The moderator analysis highlights the role of cultural differences in the relationship between customer engagement and service provider engagement and between actor engagement and platform performance. Specifically, the study reveals that actor engagement exhibits a more pronounced impact on platform performance in Western countries (such as the USA, Australia and the UK), compared to Eastern countries (such as China and Singapore).

Research limitations/implications

The analysis of the conceptual model is based on the utilisation of behavioural data obtained from the Airbnb website. Due to the nature of the available data, proxies are employed as measures for variables such as platform performance.

Originality/value

This research is amongst the first to provide empirical evidence for actor engagement formation and the function's role in platform performance in the sharing economy. The global nature of Airbnb as a platform facilitates the investigation of country-level factors, specifically cultural values, across seven diverse countries and highlight differences from business to customer (B2C) business models.

Details

International Marketing Review, vol. 40 no. 6
Type: Research Article
ISSN: 0265-1335

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Book part
Publication date: 11 June 2021

Dung Le, Tuyet-Mai Nguyen, Sara Quach, Park Thaichon and Vanessa Ratten

New information and communication technologies have transformed the ways businesses communicate and maintain relationships with their customers. In this chapter, we review the…

Abstract

New information and communication technologies have transformed the ways businesses communicate and maintain relationships with their customers. In this chapter, we review the main topics in academic research pertaining to digital marketing and relationship perspectives. The discussion involves email and website marketing, search engine marketing, user-generated content, co-creation marketing, social media marketing, prosumption marketing in the sharing economy, immersive marketing and AI-based marketing. On this basis, the chapter proposes some future research directions including influencer marketing, live streaming, social service enhancement and the dark side of social media marketing, consumer-to-consumer interactions on two-sided platforms, psychological mechanisms related to the use of mixed realities, and the experience of AI-enabled service automation and relevant ethical issues. Furthermore, emerging technologies such as the Internet of things (IoT) and blockchain are expected to be the next breakthrough in marketing, which warrant further research to examine their impact on the customer-firm relationship. It is suggested the researchers could focus on the adoption and application of blockchain technology, participative marketing via IoT, as well as the privacy and data protection issues related to these technologies. This chapter provides a comprehensive picture of the connection between digital marketing and relationship marketing in academic research.

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Book part
Publication date: 11 June 2021

Tuyet-Mai Nguyen, Dung Le, Sara Quach, Park Thaichon and Vanessa Ratten

Digital technology has given rise to new economic models such as sharing economy and business structures such as omnichannel. Technological advancements also enable firms to build…

Abstract

Digital technology has given rise to new economic models such as sharing economy and business structures such as omnichannel. Technological advancements also enable firms to build a one-on-one relationship with customers. This chapter covers the current business practices that involve the use of digital tools to develop and manage customer relationships. They are omnichannel marketing, user-generated content, interactive content, live videos – live streaming, co-creation marketing and influencers marketing. The chapter also identifies emerging trends pertinent to digital marketing and relationship development. Artificial intelligence (AI) applications such as virtual assistants and programmatic advertising are predicted to be at the heart of digital marketing in the near future. In addition, though still in the early stage of development, blockchain technology has the potential to improve the transparency of transactions and data protection, thereby increasing trust and relationship quality. The use of immersive technologies such as augmented and virtual realities are expected to gain significantly more popular in the next few years. Finally, these trends can be further facilitated by 5G, the fifth generation of mobile technology, heralding a new era of digital communication and transforming the customer experience.

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Article
Publication date: 9 January 2018

Sara Quach and Park Thaichon

The purpose of this paper is to explore the motives of online sellers of counterfeit products in online social networking sites.

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Abstract

Purpose

The purpose of this paper is to explore the motives of online sellers of counterfeit products in online social networking sites.

Design/methodology/approach

The study uses a sample of 22 in-depth interviews with counterfeit sellers.

Findings

Based on the findings, the authors have developed a framework called “Dark motives-counterfeit selling.” The framework includes ten motives for selling online counterfeit products organized into four main themes. Personal characteristics include self-interest priority and sense of adventure. Moral justifications consist of denial of responsibility, and inequality hypothesis of self-deception process, and social acceptance. Operational aspects include: low-cost investment, free riding on luxury brands’ marketing effort, and invisibility from regulators. Finally, relationship management involves projecting image using volitional cues and interpersonal relationship with buyers. The themes regarding personal characteristics and morality are associated with their choice of counterfeit business. The other two themes are associated with the use of social networking sites for counterfeit business. Finally, some outcomes of online counterfeit retailing were revealed as value creation for the counterfeit buyers and value destruction for genuine brands’ customers.

Originality/value

This study investigates different rationalization strategies and motives behind selling counterfeit products with a special focus on online platforms. This is among the first to investigate the perspectives of counterfeit retailers in social network sites.

Details

Marketing Intelligence & Planning, vol. 36 no. 2
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 28 August 2019

Park Thaichon, Gajendra Liyanaarachchi, Sara Quach, Scott Weaven and Yi Bu

The purpose of this paper is to review the past, current and future trends in empirical research and theoretical insights into online relationship marketing.

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Abstract

Purpose

The purpose of this paper is to review the past, current and future trends in empirical research and theoretical insights into online relationship marketing.

Design/methodology/approach

Review over 100 empirical and theoretical studies in the online relationship marketing from top marketing and management journals.

Findings

This paper examined three areas pertinent to online relationship marketing: first, the evolution of online relationship marketing from pre-1990s to the present, which offers a temporal snapshot of changes in and an overview of the critical components that make up the structure of online relationship marketing; second, key theoretical perspectives are underlying the development of online relationship marketing; and third, empirical insights into online relationship marketing. In general, online relationship marketing has evolved from customers being passive receivers of online information and services to active co-producers and value co-creators.

Research limitations/implications

The paper identifies future research areas, including multiple layers of interactions, use of new technologies and platforms and the dark side of online communications.

Originality/value

The authors dedicated summary tables for each area, highlighting key findings, which in turn suggest a series of managerial recommendations for facilitating efficient, effective buyer–seller interactions and maximising firm performance in relation to online relationship marketing.

Details

Marketing Intelligence & Planning, vol. 38 no. 6
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 25 January 2021

Mengnan Qu, Sara Quach, Park Thaichon, Lorelle Frazer, Meredith Lawley, Denni Arli, Scott Weaven and Robin E. Roberts

This study aims to examine the effect of country of origin (COO) on customers' value expectation and willingness to pay by employing signalling theory and cue utilisation.

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Abstract

Purpose

This study aims to examine the effect of country of origin (COO) on customers' value expectation and willingness to pay by employing signalling theory and cue utilisation.

Design/methodology/approach

The data were collected from 386 customers via an online survey in the context of Australian food retail franchise stores in China.

Findings

The findings indicate that COO origin is an important determinant of customer expectations including service quality, social value, emotional value, monetary price, behavioural price and reputation. Furthermore, the only social value was a significant predictor of willingness to pay. Although the direct effect of COO on willingness to purchase was not significant, the COO had a significant indirect effect on willingness to pay via social value. Finally, the COO has a stronger effect on monetary price expectation among customers who were aware of the country brands than those who were unaware.

Originality/value

The study extends the body of knowledge related to the effect of COO during the pre-purchase process and provides important implications for retailers who are looking to enter an overseas market such as China.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 8
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 2 September 2020

Sara Quach, Park Thaichon, Robin E. Roberts and Scott Weaven

Adopting exchange theory and social orientation of loyalty, this research investigates the antecedents of customer loyalty consisting of (1) loyalty layers (i.e. personal loyalty…

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Abstract

Purpose

Adopting exchange theory and social orientation of loyalty, this research investigates the antecedents of customer loyalty consisting of (1) loyalty layers (i.e. personal loyalty, relationship with consumption communities and local network effects) and (2) loyalty expectations (i.e. service quality, reciprocity and firm innovativeness) and how these relationships are moderated by customer knowledge.

Design/methodology/approach

The data were collected from 4,208 customers in the mobile services industry using mall intercept technique.

Findings

The findings reveal that loyalty layers, including personal loyalty and relationship with consumption communities, can influence customers' expectations of service providers. The degree to which the firm is able to handle and meet customers' expectations over time would result in the strength of customer loyalty. Customer expectations also mediate the relationships between different loyalty layers and customer loyalty. In addition, customer knowledge significantly moderates the effects of loyalty layers and expectations on both attitudinal loyalty and behavioural loyalty.

Originality/value

The study extends the current body of knowledge by incorporating a sociological perspective to examine the relationships between loyalty layers and customer expectations and customer loyalty. This research enables service operators to establish strategies to sustain customer loyalty across different customer segments with various levels of knowledge.

Details

Marketing Intelligence & Planning, vol. 39 no. 3
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 31 May 2023

Sara Quach, Felix Septianto, Park Thaichon and Billy Sung

This research examines the effect of team diversity on customer behavior (purchase likelihood) associated with sustainable luxury products and further considers the mediating role…

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Abstract

Purpose

This research examines the effect of team diversity on customer behavior (purchase likelihood) associated with sustainable luxury products and further considers the mediating role of customer skepticism and the moderating role of the growth mindset in these relationships.

Design/methodology/approach

Study 1 aims to confirm the direct effect of team diversity on purchase intention and the mediating effect of customer skepticism. Featuring a fictitious brand, Study 2 seeks to test the moderating effects of a growth mindset. This research recruits participants located in the USA who have shopping experiences with a luxury product.

Findings

The findings support the notion that team diversity can mitigate customers' skepticism while enhancing purchase likelihood. Moreover, this effect is stronger among those with a growth mindset. As such, the findings suggest that communicating the heterogeneous composition of team members can benefit sustainable luxury brands.

Originality/value

Underpinned by the signaling theory and incremental theory, this research examines the effects of team diversity on customer behavior (purchase likelihood) related to sustainable luxury products, as well as the role of customer skepticism (as a mediator) and a growth mindset (as a moderator) in these relationships. Thus, the findings broaden the current diversity research which has predominantly focused on team decision-making and performance.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 36 no. 9
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 1 January 2025

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…

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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.

Details

Marketing Intelligence & Planning, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 6 June 2024

Mojtaba Barari, Lars-Erik Casper Ferm, Sara Quach, Park Thaichon and Liem Ngo

Artificial intelligence (AI) has become a pivotal technology in both marketing and daily life. Despite extensive research on the benefits of AI, its adverse effects on customers…

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Abstract

Purpose

Artificial intelligence (AI) has become a pivotal technology in both marketing and daily life. Despite extensive research on the benefits of AI, its adverse effects on customers have received limited attention.

Design/methodology/approach

We employed meta-analysis to synthesise effect sizes from 45 studies encompassing 50 independent samples (N = 19,503) to illuminate the negative facets of AI's impact on customer responses.

Findings

Adverse effects of AI, including privacy concern, perceived risks, customer alienation, and uniqueness neglect, have a negative and significant effect on customers' cognitive (perceived benefit, trust), affective (attitude and satisfaction) and behavioural responses (purchase, loyalty, well-being). Additionally, moderators in AI (online versus offline), customer (age, male vs. female), product (hedonic vs. utilitarian, high vs. low involvement), and firm level (service vs. manufacturing) and national level (individualism, power distance, masculinity, uncertainty avoidance, long-term orientation) moderate these relationships.

Practical implications

Our findings inform marketing managers about the drawbacks of utilising AI as part of their value proposition and provide recommendations on how to minimise these effects in different contexts. Additionally, policymakers need to consider the dark side of AI, especially among the vulnerable groups.

Originality/value

This paper is among the first research studies that synthesise previous research on the dark side of AI, providing a comprehensive view of its diminishing impact on customer responses.

Details

Marketing Intelligence & Planning, vol. 42 no. 7
Type: Research Article
ISSN: 0263-4503

Keywords

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