Zoran Kalinić, Veljko Marinković, Aleksandar Djordjevic and Francisco Liebana-Cabanillas
The purpose of this paper, which is based on the UTAUT2 model, is to develop and evaluate a predictive model of customer satisfaction related to mobile commerce (m-commerce) and…
Abstract
Purpose
The purpose of this paper, which is based on the UTAUT2 model, is to develop and evaluate a predictive model of customer satisfaction related to mobile commerce (m-commerce) and the willingness to recommend this service to others.
Design/methodology/approach
The study was conducted based on a sample of 402 respondents. Confirmative factor analysis was used to evaluate the validity of the model, while structural equation modeling (SEM) was used to test the hypotheses. Finally, artificial neural networks were used to rank the influence of the significant predictors obtained by SEM.
Findings
Trust was found to be the most significant driver of customer satisfaction, followed by performance expectancy and perceived value. In addition, affective commitment and satisfaction were identified as the strongest predictors of word of mouth (WOM).
Originality/value
The originality/value of the paper lies in the establishment of the connection between the independent variables of the UTAUT 2 model – trust, satisfaction, affective and continence commitment and WOM. Additionally, it is one of a small number of studies investigating customer commitments and their influence on WOM in m-commerce.
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Veljko Marinkovic and Zoran Kalinic
The purpose of this paper is to determine statistically significant drivers of customer satisfaction in mobile commerce and to test the moderating effects of customization on the…
Abstract
Purpose
The purpose of this paper is to determine statistically significant drivers of customer satisfaction in mobile commerce and to test the moderating effects of customization on the relationships between customer satisfaction and its predictors.
Design/methodology/approach
The sample comprised 224 respondents. Confirmatory factor analysis was used to test the validity of the model, and moderated regression analysis was applied to determine main and interaction effects.
Findings
Trust, perceived usefulness, mobility, and perceived enjoyment were found to be significant drivers of customer satisfaction. The results also indicate the statistical significance of two interaction effects: customization moderates the influence of mobility and the influence of trust on customer satisfaction.
Research limitations/implications
The study was conducted in a single time period and in a developing country where m-commerce is still not widely used. Future models should include new variables. Comparison between different age or gender groups would also be useful.
Practical implications
The findings are useful for m-commerce providers who are developing marketing campaigns, where the focus should be on promoting the mobility aspect of m-commerce, in particular its usefulness to consumers and its security. M-commerce activities should be developed and redesigned to better meet consumers’ specific demands and needs.
Originality/value
M-commerce customer satisfaction studies are rare. The developed model has five potential antecedents of satisfaction: trust, social influence, perceived usefulness, mobility, and perceived enjoyment. New insights are provided into the moderating role of customization.
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Zoran Kalinić, Francisco J. Liébana-Cabanillas, Francisco Muñoz-Leiva and Veljko Marinković
The purpose of this paper is to determine the significant antecedents of peer-to-peer (P2P) m-payment acceptance and explore the moderating effects of gender on the influence of…
Abstract
Purpose
The purpose of this paper is to determine the significant antecedents of peer-to-peer (P2P) m-payment acceptance and explore the moderating effects of gender on the influence of these predictors with regards to intention of using the system.
Design/methodology/approach
The research was conducted on a sample comprised of 701 Spanish smartphone users. A multi-group structural equation modeling analysis was used to test the moderating effect of gender with a particular focus on the relationships between the latent variables of the research model.
Findings
The study identified significant differences between the two observed groups – the results show that men are more likely to use mobile payments than women and are therefore less influenced by the potential risks involved. In addition, men are more easily influenced by their social environment, whereas women are more influenced by their personal innovativeness.
Originality/value
The study proposes a three-level model, based on an extended TAM model. It is a pioneering study, exploring the effects of gender on P2P m-payment acceptance. Due to its novel value and the potential involved, the results of the study may be of great importance for m-payment providers, particularly in marketing strategy planning and customer segmentation.
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Darko Dimitrovski, Veljko Marinković, Aleksandar Djordjevic and Erose Sthapit
This study aims to develop and test a model of the wellness spa hotel experience. The model proposes that experiencescape dimensions (sensory, functional, social, natural and…
Abstract
Purpose
This study aims to develop and test a model of the wellness spa hotel experience. The model proposes that experiencescape dimensions (sensory, functional, social, natural and hospitality culture) are important antecedents of guest satisfaction with a wellness spa hotel experience. The study also tests the relationship between satisfaction, wellness-induced well-being, experience co-creation and word-of-mouth (WOM).
Design/methodology/approach
Data was collected in the post-pandemic period, during September–November 2022 from 567 domestic guests who had stayed in a wellness spa hotel in Serbia.
Findings
Besides the social experience scape dimension, all other dimensions of experiencescape (sensory, functional, natural and hospitality culture) were found to be positive drivers of guest satisfaction with a wellness spa hotel experience. The relationship between satisfaction, wellness-induced well-being, experience co-creation and WOM was also supported.
Originality/value
This study emphasises the role of experiencescape in concurrence with the antecedents in cultivating guest satisfaction with a wellness spa hotel experience, which further influences wellness-induced well-being, experience co-creation and WOM.
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Filip Ž. Bugarčić, Nenad Stanišić and Veljko Marinković
The purpose of the paper is to determine the importance of trade logistics in export intensification and competitiveness on the level of individual companies. Within the framework…
Abstract
Purpose
The purpose of the paper is to determine the importance of trade logistics in export intensification and competitiveness on the level of individual companies. Within the framework of logistics performance, the influences of customs efficiency and physical trade infrastructure quality were tested on export while the contribution to improving competitiveness was analyzed through logistics services and the Logistics 4.0 component. In addition, the influence of competitiveness on companies’ exports was examined.
Design/methodology/approach
The research was conducted based on a survey intended for the management of export-oriented companies which was distributed through the system of the Chamber of Commerce and Industry of Serbia. A total of 298 responses were collected and provided the basis for the application of structural equation modeling (SEM) approach.
Findings
The physical trade infrastructure was found to be a significant factor in stimulating exports, while the quality of logistics services has a statistically significant impact on the level of competitiveness. The results also indicate that improving the competitiveness of companies gives positive results in stimulating their exports.
Originality/value
Studies that analyze the impact of trade logistics using primary data from surveys are rare. In this paper, for the first time, the SEM methodology was applied in the assessment of logistics performance effects on export and competitiveness of individual companies. Also, the impact of the logistics 4.0 concept on selected companies’ performance was empirically tested for the first time.
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Dragana Rejman Petrović, Ivana Nedeljković and Veljko Marinković
The purpose of this study is to examine the components of the utilitarian and hedonistic dimensions of the quality of mobile banking services, their impact on customer…
Abstract
Purpose
The purpose of this study is to examine the components of the utilitarian and hedonistic dimensions of the quality of mobile banking services, their impact on customer satisfaction, as well as the effects of satisfaction on word of mouth (WOM) and intention to use.
Design/methodology/approach
The analysis includes 307 mobile banking users in the Republic of Serbia. Reliability analysis, confirmatory factor analysis, structural equation modelling and multigroup analysis are applied in the paper.
Findings
The results show that security/privacy, perceived usefulness, perceived ease of use, design and enjoyment are important drivers of customer satisfaction, and that satisfaction has very strong effects on WOM and intention to use. In addition, there are apparent differences in the relationships between the two groups of respondents observed: innovators and followers.
Originality/value
The originality of the paper lies in the innovative model that includes a combination of the TAM model and the utilitarian/hedonistic dimension of the quality of mobile banking services. An element of the study which is of particular value is its segmentation of customers into innovators and followers – dividing respondents into two groups depending on whether they are among the first people in their environment to start using mobile banking services.
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Veljko Marinković and Jovana Lazarević
The COVID-19 virus pandemic has strongly influenced consumer behaviour worldwide. This paper aims to investigate how risk perceptions and precautions related to COVID-19 virus…
Abstract
Purpose
The COVID-19 virus pandemic has strongly influenced consumer behaviour worldwide. This paper aims to investigate how risk perceptions and precautions related to COVID-19 virus influence consumer eating habits and consequently, behaviour during shopping for food. Also, research tends to identify changes in consumer eating habits resulting from the current pandemic situation.
Design/methodology/approach
In total, 237 consumers from Serbia were online surveyed during November 2020. Starting from the methodology of the SOR model (Mehrabian and Russell, 1974), the questionnaire consists of seven-point Likert scale statements that measure risk perceptions and precautions as stimulus (S), eating habits as an organism (O) and food choice, precautions during shopping for food and food purchasing patterns as a response (S).
Findings
Research results confirm the difference in consumers' eating habits during and before a pandemic. Also, results indicate that perceived risk and precautions related to the COVID-19 virus have a statistically significant influence on consumers' eating habits which have changed during a pandemic, finally resulting in significant effects on consumers' food shopping behaviour.
Research limitations/implications
The main limitations of this study are observing only a few aspects related to COVID-19 virus pandemic and consumer food shopping behaviour, as well as measuring precautions, perceived risk and food shopping behaviour at one point in time besides the fact that pandemic situation constantly changes.
Originality/value
The study indicates that food manufacturers should pay attention to the consumers' eating habits and food shopping behaviour changes under the circumstances of COVID-19 virus pandemic. Identified changes can be used as opportunities to gain a competitive advantage on the market.
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Veljko Marinkovic, Vladimir Senic, Danijela Ivkov, Darko Dimitrovski and Marija Bjelic
The purpose of this paper is to identify the antecedents of satisfaction and revisit intentions for full-service restaurants. The economic crisis is known to have had a deep…
Abstract
Purpose
The purpose of this paper is to identify the antecedents of satisfaction and revisit intentions for full-service restaurants. The economic crisis is known to have had a deep impact on consumer behavior with regards to restaurants and this study is primarily focussed on exploring the effects on the traditional antecedents of satisfaction and revisit intentions as full-time restaurants attempt to reposition their offer.
Design/methodology/approach
The study involved 218 respondents who were guests of full-service restaurants. In terms of statistical analyses, confirmative factor analysis was used to test the suitability of the proposed model for measuring satisfaction and revisit intentions, while structural equation modeling was employed to analyze the relationship among variables of the conceptualized model.
Findings
The results confirmed the significant impact of atmosphere and quality of interaction on guest satisfaction. It was interesting to notice that perceived price has no statistically significant impact on guest satisfaction. In addition, satisfaction, along with atmosphere and perceived price emerged as a significant trigger of revisit intentions. While measuring impact of atmosphere and perceived price on revisit intentions, both direct and indirect effects were measured.
Originality/value
This study emphasizes in particular, the significance of revisit intention as an important behavioral reaction and reveals its antecedents. In a limited number of studies, models for understanding triggers of revisit intention were developed as separate variables, rather than as components of behavioral reactions. In that context, the tested model identifies causal relationships between latent variables. Restaurants involved in the survey are full-service restaurants dealing with the changing behavior of guests who are heavily impacted by the economic crisis. Guests show a tendency to reduce their visits to restaurants in these circumstances, forcing restaurants to reformulate their service offering in order to align with changing customers’ needs.
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Vladimir Senić and Veljko Marinković
The aim of the research is to determine the effects of the four dimensions of customer values that the study identifies, namely, emotional value, social value, functional value…
Abstract
Purpose
The aim of the research is to determine the effects of the four dimensions of customer values that the study identifies, namely, emotional value, social value, functional value and monetary value, on attitudinal loyalty and behavioral intentions. The concept of perceived value is increasingly becoming a subject of interest for authors and researchers in the field of services marketing. Perceived value is considered to be a significant predictor of behavioral intentions. The manner in which consumers perceive the value of a product or service that is offered affects the level of their loyalty. In this context, an analysis of perceived value represents a very important activity in terms of customer-orientated management. Quite frequently, customer value is seen as a multidimensional construct that includes several components.
Design/methodology/approach
The survey was conducted via a sample of 246 respondents – users of mobile telecommunication operators. Each construct of the suggested model was measured with three to five statements. The respondents expressed their level of agreement with statements on a 7-point Likert scale. The fit of the model was tested by using confirmative factor analysis, while the relationships hypothesized in the study were tested by using structural equation modeling.
Findings
By applying structural equation modeling, the significance of the influence of emotional and social values on attitudinal loyalty, as well as the significant effects of functional and monetary value on behavioral intentions, was confirmed. Furthermore, the strong influence of attitudinal loyalty on behavioral intentions was also identified. The results clearly reveal that in terms of the intensity of the effect, emotional value stands out as the strongest antecedent of attitudinal loyalty. Emotional value has a significant indirect effect on behavioral intentions through attitudinal loyalty.
Originality/value
The originality of the study is invoked through identifying four key components of perceived value. The concept of perceived value has only been analyzed by means of its emotional, social, functional and monetary dimension in a small number of prior studies. This paper identifies theoretical, as well as managerial, implications. From a theoretical aspect, causal relationships among viewed variables of the conceptualized model were determined. From the managerial perspective, the results obtained indicate that it is important that mobile operators primarily build a strong emotional connection with their customers because the emotional component of the perceived value has the greatest potential for generating long-term relationships. The findings of this research assist managers employed within mobile network operators to understand the role of various components of customer value in the process of creating customer loyalty.
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Veljko Marinkovic and Vladimir Obradovic
The purpose of this paper is to identify antecedents and consequences of customers’ emotional reactions in the banking industry. In this context, a model based on segmenting all…
Abstract
Purpose
The purpose of this paper is to identify antecedents and consequences of customers’ emotional reactions in the banking industry. In this context, a model based on segmenting all variables into three segments is proposed.
Design/methodology/approach
The research was conducted on a sample of 211 respondents. Data analysis was conducted in AMOS 18. In order to assess the overall model fit, confirmative factor analysis (CFA) was used. To test the research hypotheses, a structural equation model was used.
Findings
The research results indicate that trust, social bonds, image and service quality are statistically significant drivers of satisfaction. Of these variables, only service quality has no significant impact on affective commitment. Trust stands out as the variable with the greatest impact on customer emotional responses. Satisfaction is also an important determinant of customers’ behavioral intentions.
Practical implications
Results of the present study indicate that management should pay considerable attention to strengthening intangible elements that imply the development of long-term relationships with clients.
Originality/value
By designing a new model that includes antecedents and consequences of emotional reactions of customers, the present research contributes to theory in the field of services marketing. The model is characterized by its three-tier structure, whereby satisfaction and affective commitment occupy a central position.