Customer Behavioral Intentions Research Articles

The benefits of a cyber-resilience posture on negative public reaction following data theft

Research shows that customers are insufficiently motivated to protect themselves from crimes that may derive from data theft within an organisation. Instead, the burden of security is placed upon the businesses that host their personal information. Companies that fail to sufficiently secure their customers’ information thus risk experiencing potentially ruinous reputational harm. There is a relative dearth of research examining why some businesses that have been breached stay resilient in the face of negative public reaction while others do not. To bridge this knowledge gap, this study tackles the concept of cyber-resilience, defined as the ability to limit, endure, and eventually bounce back from the impact of a cyber incident. A vignette-based experimental study was conducted and featured: (1) a breached business described as having a strong cyber-resilience posture; (2) a breached business described as having a weak cyber-resilience posture. Overall, a convenience sample of 605 students in Canada were randomly assigned to one of the two main experimental conditions. The results show that a strong cyber-resilience posture reduces negative customer attitudes and promotes positive customer behavioral intentions, in comparison to a weak cyber-resilience posture. Similarly, the more negative attitudes a customer holds toward a breached business, the less likely they are to behave favorably toward it. As a result of this study, cyber-resilience, which has hitherto primarily received conceptual attention, gains explanatory power. Furthermore, this research project contributes more generally to business victimology, which is an underdeveloped field of criminology.

A social exchange perspective on boosting customer loyalty through culturally competent servers

ABSTRACT Limited research has examined how employees’ cultural competency may influence customers experience and behaviors. Building on social exchange theory, this study proposed and tested a model focusing on how guest gratitude mediated the relationships between three dimensions of servers’ cultural competency, cultural awareness, cultural knowledge, and cultural skills, on customers’ future behavioral intentions. Using empirical data collected from cross-cultural service encounters in luxury hotels in Australia, findings of the study revealed that cultural awareness and skills were significantly related to guest gratitude that, in turn, significantly influenced customers future behavioral intention. This study contributes to social exchange theory by adopting gratitude as a mediator in the reciprocal relationship between servers’ cultural competency and customer behavioral intentions. The study highlights the importance of training current hospitality employees and preparing future hospitality professionals. In particular, the findings emphasize the importance of enhancing hospitality employees’ cultural competency in cross-cultural service encounters.

THE INFLUENCE OF FASHION INNOVATIVENESS ON BEHAVIORAL INTENTION MEDIATED BY BRAND IMAGE AND BRAND LOVE

The study aimed to investigate the impact of fashion innovation, brand image, brand love, and behavioral intention on Customers of Ria Miranda products in Malang. The research sample consisted of 200 purposively selected Customers of Ria Miranda products, with the data being analyzed using the partial least squares (PLS) methodology through SmartPLS. The research methodology involved an assessment of the internal consistency of the measurement models, the examination of outer models, the construction of path diagrams, and the testing of hypotheses. The study's findings suggest that fashion innovation directly impacts customer behavioral intention toward Ria Miranda products. Additionally, brand image and love mediate between fashion innovation and customer behavioral intention towards Ria Miranda products. To conclude, the study demonstrated the significant impact of fashion innovation on customer behavioral intention towards Ria Miranda products and the mediating role of brand image and brand love in this relationship. The high satisfaction level of these customers results in strong brand loyalty, further strengthened by brand love. The findings of this study indicate that customer behavioral intention can be formed if the fashion product management focuses on exploring the existing advantages of the brand, such as the dimension of fashion innovativeness while considering the brand image and the emotional feelings of the customer. When processed, a high-quality brand image and the emotional feelings of the customer play a full role as mediators in affecting behavioral intention.

Customer-based brand equity and customer behavioral intention: evidence from insurance service

Objetivos: As marcas como ferramentas eficazes e os ativos intangíveis mais valiosos das empresas são amplamente aplicadas para mudar as intenções comportamentais dos clientes. Criar marcas com alto posicionamento na mente dos clientes, que possam agregar grande valor a eles e afetar seus processos decisórios e intenções de compra, é a prioridade das empresas. Este estudo examina os efeitos do valor da marca baseado no cliente e suas dimensões compreendendo conhecimento da marca, associação à marca, qualidade percebida e lealdade à marca (modelo de Aaker) na intenção de recompra do cliente por meio do valor percebido pelo cliente à luz da teoria da sinalização.Método: Essas relações são investigadas em uma amostra de segurados de vida iranianos (267 clientes) no contexto de seguros. Os dados da pesquisa são coletados por meio de questionário com coeficiente de confiabilidade igual a 0,95. A validade é investigada por meio de análise fatorial exploratória (EFA) e análise fatorial confirmatória (CFA). Para testar as hipóteses, são utilizadas análises de correlação e modelo de equações estruturais (path analysis).Resultados: Os resultados mostram que o conhecimento da marca e a associação da marca não afetam o valor percebido pelo cliente e a intenção de recompra do cliente. A fidelidade à marca é a única dimensão que afeta diretamente a intenção de recompra do cliente. O valor percebido pelo cliente medeia os efeitos da qualidade percebida e da fidelidade à marca na intenção de recompra do cliente. Além disso, o valor da marca baseado no cliente, direta e indiretamente, por meio do valor percebido pelo cliente, influencia a intenção de recompra do cliente.Theoretical contributions: This research examines the relationships between customer-based brand equity and its dimensions including brand awareness, brand association, perceived quality, and brand loyalty based on Aaker’s model and customer repurchase intention through customer perceived value in the light of signalling theory. These relationships have not been investigated in insurance context in Iran to date. Relevance/Originality: The investigation of mentioned relationship based on signalling theory in insurance context in Iran.Implicações para a gestão: O estudo atual fornece um padrão e uma ampla gama de sugestões para as seguradoras aprimorarem seu valor de marca baseado no cliente e seus aspectos, a fim de persuadir os clientes a comprar suas marcas novamente em um setor de seguros competitivo.

The impact of buy-online-and-return-in-store channel integration on online and offline behavioral intentions: The role of offline store

Retailers have treated the buy-online-and-return-in-store (BORS) policy as an important initiative to reduce return losses and provide a better customer experience. Studies on BORS policy have primarily focused on the retailer's strategic value, but not on how such a seamlessly integrated omnichannel operation affects customer behavior. Using Chinese customer data and the structural equation model (SEM), we investigate how BORS channel integration impacts customer behavioral intentions, with the consideration of the mediating effect of customer satisfaction and the moderating effect of offline store characteristics. Based on the stimulus-organism-response framework, our research found that two dimensions of BORS channel integration (integrated return fulfillment and integrated customer service) positively impact customer satisfaction and subsequently impact behavioral intentions in different channels. Furthermore, offline store convenience moderates the relationship between integrated customer service and customer satisfaction. Product variety in the offline store moderates the relationship between customer satisfaction and offline behavioral intentions, while it is not statistically significant in the relationship between customer satisfaction and online behavioral intentions. Compared to the younger group, the older group who is satisfied with BORS service is more likely to purchase offline. These findings generate important theoretical and practical implications for omnichannel return operations.

The impact of regulations and motivations on behavioural intentions of customers with self-service technology difficulties

ABSTRACT Due to the increase in self-service technology (SST) practices across various hospitality service settings, this paper analysed customers’ experience with SST. This study focused on the effect of regulations and motivations (interjected and integrated regulations, intrinsic, and extrinsic motivations) on patron behavioural intention among customers with SST difficulties in the restaurant industry. From 218 participants, the results of partial least squares structural equation modelling support the relative impact of interjected and integrated regulations in the formation of both intrinsic and extrinsic motivations. Also, the study identified the impact of intrinsic and extrinsic motivation on intention to use SST. Finally, the role of the service environment atmosphere (specifically, crowd and time pressure) on the relationship among regulations, motivations and behavioural intention is identified. For instance, the impact of interjected regulation on motivations is higher for customers with a high level of pressure, whereas integrated regulation shows a stronger effect when customers feel less pressure from crowds and time. Because the literature has focused on general customers, the findings inspire research of service studies by distinguishing the role of different types of regulations and motivation of customers with SST difficulties.

Psychosocial safety climate and psychological capital for positive customer behavioral intentions in service organizations

PurposeThe purpose of this paper is to articulate a synergic-mediated model of positive service behaviors enabled by what could be called a “psychosocial resource caravan” for improved customer behavioral intentions to help service organizations especially during coronavirus disease 2019 (COVID-19) crisis.Design/methodology/approachThis paper adopts a multi-level approach and is based on positive organizational behavior and occupational health and safety literature. An empirical study of synergic-mediated model of positive service behaviors has been developed and tested using a quantitative approach.FindingsThis paper offers a theoretical framework proposing that a psychosocially safe work environment (psychosocial safety climate (PSC)) interacts with employees' positive psychological capital (PsyCap) to facilitate positive service behaviors that influence customers' behavioral intentions. As PsyCap and PSC have origin, respectively, in different organizational levels, those both can combine and create a context for positive service encounters. The proposed model has been operationalized and then the reliability and validity of the constructs have been examined. A series of CFAs has been conducted and the fitness of the prosed model was compared to other possible models. The model showed a better fitness compared to the other plausible models. All hypotheses of the model were also significant.Originality/valueThe proposed model integrates positive organizational behavior and occupational health and safety literature to consider the conditions for positive service behaviors. High levels of PsyCap among team members and a psychosocially safe working environment, i.e. PSC can impact customers through positive service behaviors. The articulation of the proposed model presented in this paper invites future empirical research on the synergic nature of psychosocial resources. The paper also suggests some key points to operationalize “psychosocial resource caravan.”

Applying Fuzzy Cognitive Map Based on Structural Equation Modeling for Perceiving the Service Quality and Attributes in Service Industry

<p>This study explores why the business firm survival due to provide the service quality and perceived values since servicescape, waiting experiences and food quality are three major factors that affect customer intentions. Therefore, the most examined restaurant attributes are included physical setting and environment, wait time, and food and service quality in this study. Servicescape positively effects perceived service quality. However, service quality is an overall judgment that a based on the perception of the object in consumer process of customer and can be seen as the result of customer evaluation. Therefore, we analyze data from 396 full-service restaurant diners in Taiwan based on Fuzzy Cognitive Map (FCM) and Structural Equation Model (SEM) to investigate hypothesis and to identify the most relevant decision factors to enhance outcome variables and furthers to help decision makers have a clear picture of affecting factors in the customer behavioral intention. The findings support the model and show that perceived overall service quality and perceived value do exert mediating effects in the relationship between restaurant-related attributes and customer behavioral intention. This study could ultimately contribute to the business firms in service industry to provide decision makers the most desirable outcomes to survival the competitive society.</p> <p> </p>

The Mediating Role of Firm Prestige in the Relationship between Perceived Quality and Behaviour Intention in Customer Cafeteria Experiences

Customer experience is viewed from different perspectives as an economic, marketing, management, and competitive strategy. Regardless of the perspective, customer experience is a business strategy and a critical concept that plays a key role in firm success in the 21st century. In recent years, there has been an increasing focus on customer experience as a way for companies to differentiate themselves and build strong relationships with their customers. This approach is based on the idea that companies can build emotional bonds with their customers by providing memorable and positive experiences, leading to greater loyalty, repeat business and positive word-of-mouth. To create these experiences, companies adopt a customer-centric approach that involves understanding their customers’ needs, preferences and behaviours and using this information to design and deliver experiences that exceed their expectations. This approach requires moving away from traditional product-centric or sales-oriented strategies and instead places the customer at the centre of the company’s operations and decision-making processes. From a customer-centric perspective, meeting customer expectations in customer experiences is very important in shaping customer perceptions, attitudes and behaviours. From an experience-based perspective, a study was designed by taking into account the expectancy-affirmation theory, which is a psychological model that explains how customers evaluate their satisfaction with a product or service based on their expectations and perceptions of the experience, and a psychological theory that predicts that meeting customers’ expectations from their experiences may lead to a change in customer behaviour. The study examined the mediating role of firm prestige in the relationship between the perceived quality of customer experiences and customer behaviour intention. For this purpose, data were collected from 230 participants who had cafeteria experience through a questionnaire. The collected data were increased to 5000 by bootstrapping (derivative sampling) through the PLS-SEM algorithm. The study found that store prestige partially mediated the relationship between perceived experience quality and behavioural intention (customer satisfaction/loyalty) but did not mediate the relationship between food quality and behavioural intention (customer satisfaction/loyalty). The study also found that store prestige mediated the relationship between atmosphere quality and service quality, and behavioural intention (customer satisfaction/loyalty). Subsequently, cafeteria management policies should prioritise atmosphere and service quality. These factors directly impact the store’s prestige, leading to customer satisfaction and loyalty.

Impact of servicescape dimensions on customer satisfaction and behavioural intentions: a case of casual dining restaurants

Impact of servicescape dimensions on customer satisfaction and behavioural intentions: a case of casual dining restaurants

The Influence of the COVID-19 Pandemic on the Uptake of Technology-Enabled Banking in Bangladesh

Purpose: This empirical study is conducted to analyze the impact of Covid-19 on the adoption of customer tech-driven banking services in Bangladesh. Methodology: The positivism paradigm was followed, and a deductive approach was considered to develop the measurement instruments for this study. A total of 186 samples were collected from the different divisional areas in Bangladesh following convenience sampling techniques. TBM SPSS version 22 was used to analyze the collected data. The study applied descriptive statistics, EFA and regression analysis to investigate the research phenomenon and objectives. Findings: The exploratory factor analysis revealed six factors or constructs (perceived usefulness, perceived ease of use, customers' trust, subjective norms, attitudes, and behavioural intentions). The study's results confirmed that the effects of perceived usefulness on customer attitude to use tech-driven banking services positively differ in pre-pandemic and post-pandemic periods, showing results of β-0.366 to β-0.532. Perceived ease of use and customer trust also reveal similar results of β-0.419 to β-0.639 and β-0.385 to β-0.535 respectively. In addition, the effect of subjective norms on customer attitudes and behavioral intentions discloses the same results of β-0.471 to β-0.668 and β-0.495 to β-0.598 respectively. Finally, the comparable effects of customer attitude on their behavioral intentions have been revealed by this study, showing results of β-0.578 to β-0.709. Therefore, all the proposed hypotheses have been accepted at different significant levels. Practical Implications: Academics, businesses, organizations, and policymakers will get valuable insight from this study's results, which help formulate business plans, implement strategies, and conduct studies. Originality: The relationships among key constructs remained consistent before and during the pandemic, indicating robustness unaffected by the COVID-19 crisis. Research Limitations: The study primarily emphasized essential attributes, potentially overlooking other significant factors. It relied exclusively on quantitative data, which might not have provided a comprehensive understanding of the findings.

Research on Effects of Herd Behavior and Customer Commitment on Customer Behavioral Intention and Post-purchase Disorder: A Case Study of Multilevel Marketing

In daily life, many decisions are influenced by the opinions of others. This behavior is mainly due to the norms under social pressure, fearing that there would be bad consequences if we do not abide by them. In previous studies, herd behavior driven by peer groups has been discussed in terms of consumer behavior, but few scholars have considered that consumers’ purchase behavior that is driven by “unfamiliar groups” research object. Thus, focusing on consumers’ purchase decisions which are influenced by unfamiliar groups in social gatherings, the relationship between herd behavior and customer commitment was explored with the factors and effects of post-purchase disorders. A questionnaire survey was carried out with 199 valid returns. The research results showed that herd behavior positively affected customer commitment and customer behavior intention in participating in multi-level marketing activities, and customer commitment also positively affected customer behavior intention. However, customer behavior intention showed no correlation with cognitive dissonance. From the perspective of customers, it is necessary to avoid participating in gatherings similar to multi-level marketing which damages customers’ rights and interests.

Determinants of Customer Attitude and Behavioral Intention for Online Food Delivery: A Study from Karachi

Technology diffusion and COVID-19 pandemic have changed consumers’ attitudes toward online food purchasing. At the same time, the fast food sector has also transformed to attract and retain online food customers. Thus this study, by extending TRA and TAM model, investigates the impact of “perceived usefulness, online trust, time-saving orientation, purchase orientation” on attitudes toward online food purchase intention. It also examines the impact of attitudes and purchase intention and the mediating role of attitudes. Based on the data set of the five leading universities of Karachi, the study found that “perceived usefulness, perceived ease of use, time[1]saving orientation, and perceived saving orientation” significantly affect attitudes toward online food purchasing. The study also found a significant association between attitudes and online food purchase intention. However, we did not find any support for the association between trust and online purchase intention. Our study supported all the mediating effects except the mediating effect of attitudes on trust and online food purchase intention.

Encouraging Sustainable Consumption through Gamification in a Branded App: A Study on Consumers’ Behavioral Perspective

Gamification, an innovative tool for interacting with consumers that can be seen as a new trend in marketing, could enhance customer behavior, such as greater loyalty. This paper investigates the relationship between gamification, attitude, and customer behavioral intention. Using the Starbucks branded app as the tool, this study aims to identify the influencing factors of the app from a gamification perspective (achievement, challenge, rewards) on customer engagement, perceived playfulness, attitude, and behavior. The Technology Acceptance Model and Mechanics Dynamics Emotions were employed, using perceived playfulness as an intrinsic motivation of the Technology Acceptance Model. The subjects of this study were 581 customers in Taiwan who have used the Starbucks branded app. The primary data were gathered to test the hypothesis and propose a model. The findings showed that game elements have a positive influence on customer engagement and perceived playfulness. Gamification positively enhances customer engagement on the Starbucks branded app and creates joyful emotion and sustainable consumption. Thus, the game element positively affects subsequent behaviors, such as attitude and behavioral intention.

Peran Effort Expectancy Facilitating Conditions Price Value dalam Menentukan Behavioural Intentions Pada Nasabah Pengguna Mobile Banking

The purpose of this study is to determine the effect of effort expectancy, facilitating conditions, price value on the behavioral intention of customers who use mobile banking. This study uses a quantitative approach by using online questionnaires distributed to respondents. The population used in this study is all banking customers who make online transactions on the mobile banking application. The minimum sample size was taken based on the calculation of 10 times the number of measurement items and obtained a total sample of 110 samples. The analytical method used in this study uses a multiple linear regression analysis approach. Before carrying out this analysis stage, the data quality test was first carried out, namely the validity test and reliability test. This study uses the Kaiser Meyer Olkin Measure of Samling (KMO) technique and the Barlett Test of Sphericity. The result of this research is that Effort Expectancy has a significant impact on Behavioral Intention. For Facilitating Conditions have a significant effect on Behavioral Intention. Furthermore, Price Value has a significant impact on Behavioral Intention.

A model of extended technology acceptance for behavioral intention toward EVs with gender as a moderator.

Technology has contributed significantly to the adoption of EVs (EVs) in the era of industry 4. 0. However, consumer intentions for EVs have been elusive, and the pace of adoption has been confined. Therefore, this study aims to investigate the influence of external factors in promoting customer behavioral intention for EVs. The study also investigates the mediating role of perceived ease of use (PEU) and perceived usefulness (PU) between external factors and consumer intentions for EVs. It also examined the moderating role of gender on the study variables. A study approach based on the expanded version of the technology acceptance model (TAM) was utilized to analyse data from 203 customers in China. The model was tested using structural equation model (SEM) and multigroup analysis (MGA) techniques. The results indicated that two external factors have a positive relationship with TAM constructs. The results also indicate that PEU and PU have a serial mediating relationship between external factors and behavioral intention. Finally, the study revealed gender-related differences in TAM for EVs. The study's findings help managers to design successful strategies by knowing the external factors impacting customer EV intentions and gender differences. Finally, this is a ground-breaking research that applies TAM to the automobile sector. As a result, examining both new and current factors and evaluating them in a new setting adds to the body of the literature on the adoption of technology.

Shoppers’ Experience Value and Behavioural Intentions in Shopping Malls: The Mediating Effect of Satisfaction

The economy of Ghana relies heavily on the retail industry and the establishment of shopping malls in the past decade has added a boost to the industry. However, little empirical research exists regarding shoppers’ experience value, satisfaction and behavioural intentions within shopping malls in Ghana. This study sought to close this gap by investigating the influence of shoppers’ experience value on satisfaction and behavioural intentions within selected shopping malls in Ghana; evaluate the mediating effect of customer satisfaction on shoppers’ experience value and behavioural intentions; and propose a model of customer experience value, satisfaction and behavioural intentions in the context of shopping malls in Ghana. The survey was conducted in the four largest shopping malls in Ghana. Through a quantitative methodology and purposive sampling, 500 usable copies of the questionnaire were included in the data analysis, and IBM SPSS (version 26) and AMOS computer software were used to perform the statistical analysis. The findings showed that shoppers’ experience value influences customer satisfaction and behavioural intentions. Customer satisfaction was found to influence behavioural intentions but does not act as a mediating variable between shoppers’ experience value and behavioural intentions within shopping malls in Ghana. It is recommended that shopping mall managers consider customer experience value as a multidimensional construct to stage a rewarding experience for customers. The latter will contribute positively to customers’ satisfaction and behavioural intentions.

Online Food Delivery, Behaviour Intention - What Can Be Influence?

Today, most countries facing new virus that called COVID-19 which it gives various impact to many sectors and towards economy itself. One of the industries that get an attention was food and beverage industry that led to a new trend like online food and delivery. Due to pandemic, the government enforce physical social distances and movement control to break the chain. As an effect, most business and social activities were curtailed for the time being, and most food and beverage companies were encouraged to shift their business strategies to online food delivery services. This study was prepared to know whether the consumer behavior can influence especially towards online food delivery services. Other than that, to identify whether online food delivery services convenience to use by the consumer. The objectives of this research were to see if there was a connection between the model of independent variables and consumer behavior towards online food delivery services during the pandemic. The hypotheses in this study are focused on perceived ease of use, time savings orientation, convenience motivation, protection, and privacy, all of which can influence customers behavioral intentions, particularly during pandemic crisis. Meanwhile, the sampling method that will be in use in this research was the non-probability sampling technique, which was a simple randomly sampling consumer with 211 respondents who age 18-41and above that contributed to this research. The researcher was used students, employed, self-employed and unemployed to be their respondents. All the questionnaire was distributed via online by using google form. The data was collected by using questionnaire and quantitative data and then this research will use SPSS and Smart PLS to collect and combine the data to get the result.

Behavior Intention on Online Food Delivery

Today, most countries facing new virus that called COVID-19 which it gives various impact to many sectors and towards economy itself. One of the industries that get an attention was food and beverage industry that led to a new trend like online food and delivery in Malaysia. Due to pandemic, the government enforce physical social distances and movement control to break the chain. As an effect, most business and social activities were curtailed for the time being, and most food and beverage companies were encouraged to shift their business strategies to online food delivery services. This study was prepared to know whether the consumer behavior can influence especially towards online food delivery services. Other than that, to identify whether online food delivery services convenience to use by the consumer. The objectives of this research were to see if there was a connection between the model of independent variables and consumer behavior towards online food delivery services during the pandemic. The hypotheses in this study are focused on perceived ease of use, time savings orientation, convenience motivation, protection, and privacy, all of which can influence customers behavioral intentions, particularly during pandemic crisis. Meanwhile, the sampling method that will be in use in this research was the non-probability sampling technique, which was a simple randomly sampling consumer with 211 respondents who age 18-41and above that contributed to this research. The researcher was used students, employed, self-employed and unemployed to be their respondents. All the questionnaire was distributed via online by using google form. The data was collected by using questionnaire and quantitative data and then this research will use SPSS and Smart PLS to collect and combine the data to get the result.

Impact of Live Chat Service Quality on Behavioral Intentions and Relationship Quality: A Meta-Analysis

The purpose of this research is to synthesize by means of a meta-analysis knowledge acquired to date on the impact of live chat service quality on customer behavioral intentions and relationship quality. An analysis of twenty-nine topical studies demonstrates that live chat capability unquestionably contributes to the formation of customer behavioral intentions, while enhancing customer relationship quality. The study also identifies those variables which exert a moderating effect on behavioral intentions and relationship quality (e.g., age, culture, product typology), and therefore sheds light on the conditions in which these services generate the most benefits. Based on the findings of the meta-analysis, the authors point to gaps in the literature, propose a varied choice of topics for future research by academics, and suggest an extensive lineup of tools and advice for managers.