Customer Intention Research Articles

Social Media Marketing Features and Empirical Studies in the Fast Food Industry Context: A Literature Review and a New Window for Future Promotion

The fast food industry is a major player in the global economy. In 2020, the global fast-food market size was $125.05 billion, and it is projected to reach $137.74 billion in 2021 and grow to $1,467.04 billion by 2028. Social media plays a significant role in promoting this industry due to its size. This study aimed to identify the features of social media marketing commonly used to promote products and services and to explore which of these features was tested in empirical studies in the fast-food industry. The study used a qualitative approach, analyzing existing literature. The results revealed that advertising, sales promotion, generated content (firm and user), and e-word of mouth are commonly used in social media marketing. However, only two of these features have been tested more extensively in the latest empirical studies of the fast-food industry. These were advertising and sales promotion. Thus, this study suggests that more empirical studies should be conducted to understand the effect of all social media marketing features on customer intention within the fast-food industry. It potentially opens new windows for industry promotion.

Impact of visual merchandising on purchase intension (A mediating effect of brand image)

In order to improve brand awareness, impact consumer behavior, and promote in-store product discovery, visual merchandising is essential. This study looks at the effects of shelf presentations, product exhibits, and window displays on the purchase intentions of customers through visual marketing. Utilizing a quantitative methodology, the study collects data via an online survey completed by Pakistani clients. The findings show a substantial positive correlation between visual merchandising and consumer intent to buy.

Factors that influence the behavioral intention of customers toward online food delivery service

Many studies focus on components that influence consumers' behavioral intent to acquire an online food delivery service rather than those responsible for determining consumers' online behavioral intent to purchase service providers. Therefore, this study aims to identify such factors and assess the impact on the behavioral intention toward OFDs according to the consumer's point of view. Findings are supported by the explanatory approach and the quantitative research technique and were collected via a questionnaire accessible through a Google Form. Costumers living in Tallinn, Estonia, were polled using a non-probability sample approach, and 137 responses were received. Trust demonstrates the highest impact of 30.8% on the intention of using OFD service by customers, followed by time-saving benefits (21.0%), perceived ease of use (15.2%), and perceived usefulness (14.5%). Price-saving benefits and food safety risk perception are insignificant statistically, and the study assumptions are rejected. The study suggested that customers' intentions to use Online food delivery services must be tailored to their preferences and perceptions of the product's intrinsic and extrinsic worth and quality. Service providers must become more alert and efficient to keep everything safe and confidential. A secure system for sharing information should be implemented if at all practicable.

Assessing the impact of consumption values on satisfaction and usage intentions of millet-based food products

PurposeThe purpose of this study is to assess the impact of consumption values on customer satisfaction and intention to consume millet-based foods. This study examines both tangible and intangible values of the millet-based food to the customer.Design/methodology/approachBased on consumption value theory (CVT), the present study evaluates the impact of consumption value factors such as emotional, epistemic, health, price, prestige and taste/quality values on satisfaction and intention to use millet-based foods and develops a unique research model. Later, leveraging a dataset comprising more than 410 responses from Pune city in India, a rigorous empirical examination of the proposed model was conducted employing SmartPLS 4.0 software.FindingsThe study's finding unveils both the significant and insignificant impacts of various consumption values, both from the tangible and intangible consumption value perspectives on satisfaction and intention to consume millet-based foods. The study also provides a validated food consumption model which can be used for other similar food consumption behaviour of the customers.Research limitations/implicationsThis study provides insights as to how different consumption values impact the satisfaction of the customers for the millet-based food. This study illuminates additional aspects of the tangible and intangible factors impacting the satisfaction level of customers to consume millet-based products. Also, this is a cross-sectional study, and the respondents are only based in Pune, India. Thus, the study results cannot be generalised.Originality/valueThis study employs CVT to explore the unexplored impact of consumption values on satisfaction and intention to use millet-based foods, which is unexplored in the past literature. Moreover, this study develops a theoretical model with high explanatory power, and the research model adds value to the existing body of literature from areas such as food preference, consumer behaviour and value consumption insights.

Digital Marketing Opportunities in the Nigerian Petroleum Industry: A Post Subsidy Removal Assessment of Petrol Stations

This study investigates the relationship between digital marketing and Customer loyalty of Petrol Stations in Nigeria. The objectives of the study were to investigate the influence of online video displays, social media posts and digital display ads on Customer Loyalty. The study adopted the quasi-experimental research design which employed the cross-sectional survey design. The choice of this survey approach is because it will scientifically look at the situation on ground and will empirically analyse it to get result that can be attributable to the accessible population. Based on the objectives of the study, a research questionnaire was designed and one hundred (100) copies were distributed to customers of the petrol stations who constituted the population of the study, the researchers purposively administered the questionnaires to selected customers of the petrol stations. After data cleaning, a total of ninety-two (92) copies of the distributed questionnaire were retrieved. These copies were analysed and the hypotheses were tested using the Spearman’s Correlation Coefficient with the aid of SPSS Version 25.0. The result revealed that; there is a significant relationship between online video displays and customer patronage, social media posts and customer retention and digital display ads and repurchase intention of customers of the petrol stations in Nigeria. Consequently, the study recommended amongst others that; Petrol stations should invest more on the promotion of their brands through online video displays as this is a potential way of wining and maintaining the patronage of a sizeable number of customers.

Study of AI-enabled chatbots driving customer experience and intention to recommend

Study of AI-enabled chatbots driving customer experience and intention to recommend

Information Search as Mediating Role in Relationship Hedonic Value, Utilitarian Value and Purchase Intention of Food Panda Customers in Pakistan

This study investigates the mediating role of information search within the relationships of hedonic values, utilitarian values, and purchase intention in Pakistan's online food industry with a focal sample of Food Panda customers. The questionnaire was distributed among 400 Food Panda users; 280 questionnaires were received. Smart PLS was used to conduct SEM to analyse the data. The results indicate that hedonic and utilitarian values have positive influences on purchase intention, which reflects that the higher the hedonic and utilitarian values are, the greater the intentions to purchase become, and vice versa. This study also supports information search as a partial mediator in the relationship between hedonic/utilitarian values and purchase intention. The findings reveal that customers who successfully go through information searching are likely to register higher hedonic and utilitarian motivations, which then dramatically increases their purchase intentions. The study contributes not only to the literature on hedonic and utilitarian values but also to the context of the Pakistani online food sector. It also enriches the discussion of information search as one of the pivotal factors affecting purchase intention within this industry.

Green Product Purchase Intention of Young Customers from Developing Country: Extended Theory of Planned Behavior

Green Product Purchase Intention of Young Customers from Developing Country: Extended Theory of Planned Behavior

A STUDY OF THE IMPACT OF SERVICE QUALITY ON CUSTOMER REVISIT INTENTION OF PSYCHOLOGICAL SERVICE COMPANIES: USING CUSTOMER EXPERIENCE AND DISEASE AWARENESS AS MEDIATING VARIABLES

In today's society, mental health issues are receiving increasing attention, and numerous psychological service companies have emerged as providers of professional mental health services. However, the market competition is also becoming more intense, making service quality a crucial factor for psychological enterprises to achieve long-term development and customer loyalty. This study aims to explore the specific mechanisms by which various elements of service quality, such as accessibility, convenience, reliability, and efficiency, affect clients' willingness to revisit psychological consulting firms. Through empirical analysis, the study seeks to clarify the degree of association between different service quality dimensions and the intention to revisit and analyze their internal relationships. Therefore, the study will survey clients who have received psychological counseling and therapy services, using client experience and disease perception as mediating variables to examine the impact of service quality on the revisit intention of customers in psychological service enterprises. Additionally, through an in-depth study of the YM Psychological Counselor Training Company, the research will analyze issues related to the company's low revisit intention and propose recommendations for adjustment, offering a reference for similar enterprises.

A Study of the Mediating Effect and Path of Customer Fit in Repeat Purchase Behavior in the Residential Market Driven by Digital Marketing Technology

Improving the repeat purchase intention of customers of real estate enterprises from marketing strategies is increasingly important for real estate enterprises to achieve the goal of stable and increasing long-term profits. This paper, driven by digital marketing technology, takes customer repeat purchase behavior in residential commodity market as the research object. The variables of brand community value, customer fit and repeat purchase behavior are first defined and selected. Then the relationship model of brand community value, customer fit and repeat purchase behavior was established, questionnaire research was conducted on mature real estate community members, and data analysis and structural equation model fitting were carried out using SPSS and AMOS software in order to test the mediating effect of customer fit in repeat purchase behavior in the residential market as well as the path. The study concluded that the standardized coefficient of customer fit on customers’ repeat purchase intention is 0.36, which has a significant positive effect. Meanwhile, customer fit has a mediating effect between the five dimensions of brand community value and repeat purchase behavior, and all five dimensions have a partial mediating effect in the process of influencing repeat purchase intention.

Influencing Factors of Islamic Marketing in Achieving Consumer Intention towards Conventional and Takaful Products

Products offered through Islamic channels are becoming more and more popular, however research into the specific factors influencing customers' intentions while buying life insurance in an Islamic setting is lacking. By providing perspectives on the dynamics of consumer intention in the market for products given to Muslim customers, this research seeks to fill the existing gap in the literature. The data, which came from 300 respondents, were examined using partial least squares structural equation modeling to ascertain how the variables related to one another. This study provides insightful information about the factors influencing Islamic marketing and customers' decisions to buy life insurance. With regard to Pakistan, this paper adds nothing less than novelty to the body of literature by delving into the factors that influence Islamic marketing leads to customer intention and utilizing more sophisticated statistical methods such as partial least square structural equation modeling and Confirmatory Factor Analysis (CFA).

Mediation of customer satisfaction: E-service quality, brand trust, and reuse intention

The purpose of this study is to explain the role of customer satisfaction in mediating e-service quality and brand trust on reuse intention in the Traveloka application. The theories used are the Techlonogy Acceptance Model (TAM) and Expectancy Disconfirmation Theory (EDT). This research is a type of quantitative research that is associative in nature. The population in this study are all Traveloka application users who have transacted at least three (3) times in one year. The sampling technique used purposive sampling with a total sample member of 205 respondents. Respondent data collection was carried out by distributing questionnaires. The data analysis technique in this study used PLS-based SEM. The results showed that all variables had a positive and significant effect. Customer satisfaction acts as a partial mediation in mediating the effect of e-service quality and brand trust on reuse intention on the Traveloka application. The results of this study can provide an empirical contribution about the relationship between the variables of e-service quality, brand trust, customer satisfaction, and reuse intention for the development of the Technology Acceptance Model (TAM) and Expectancy Disconfirmation Theory (EDT). Traveloka management can implement a marketing strategy that emphasizes service quality and information accuracy to increase customer intention to reuse the Traveloka application.

The combined (non)impact of self-declared sustainability claims and business performance ratings on customer intentions

Businesses often make claims about their sustainability credentials that are not independently certified. Although these internal (i.e., originating from the business) signals are generally considered suboptimal, does their influence depend on how customers weigh them against external (i.e., originating from other sources) signals about the past performance of the business? Our research examines the separate and combined impact of self-declared sustainability claims (i.e., internal signal) and aggregated performance ratings (i.e., external signal) on customers. A scenario-based experiment showed that both self-declared sustainability claims and performance ratings independently increase customers’ intention to visit a hotel or restaurant. However, we found no evidence for an interaction effect – i.e., the combination of the two signals appears to have no effect on customers. To gain a deeper understanding, we conducted a qualitative study, which revealed mixed and paradoxical perceptions among customers. While the two signals are perceived to be distinct (communicating different attributes) and even dissonant (communicating opposing attributes), they are also perceived to mutually influence one another in that a high (vs. low) performance rating reflects positively on a self-declared sustainability claim, and vice versa. Subsequently, we discuss managerial strategies for communicating sustainability credentials vis-à-vis the overall performance of the business.

The Persuasive Power of Social Media Influencers in Purchase Intention of Customers in Fashion Industry

The Persuasive Power of Social Media Influencers in Purchase Intention of Customers in Fashion Industry

Investigating customers’ purchase intentions for electric vehicles with linkage of theory of reasoned action and self-image congruence

PurposeIn recent years, the global focus has increasingly shifted toward the adoption of electric vehicles (EVs) due to growing concerns about environmental sustainability and the imperative of reducing greenhouse gas emissions. The transportation sector, a significant contributor to air pollution and climate change, faces increasing pressure to embrace EVs as a solution. However, the resistance exhibited by customers toward adopting new technology poses a substantial obstacle to the widespread adoption of EVs. Drawing on the link between theory of reasoned action (TRA) and self-congruity theory, this research aims to determine the factors that affect the customer intention toward EV.Design/methodology/approachThe research conducts a questionnaire collecting 950 respondents from the Egyptian market. The research used primary quantitative data from online and self-administered questionnaires.FindingsThe findings indicated that green trust, price sensitivity and reliability have a positive impact on customer’s intention. However, self-image congruence was not affecting customer intention. For the moderating role of financial self-efficacy, it is affecting the relationship between price sensitivity and customer’s purchase intentions toward EV.Research limitations/implicationsThis research will expand the theory by conceptualizing its abstract notions through research variables and implementing them in the Egyptian market. Furthermore, it links the two distinct theories. This knowledge can be utilized by policymakers and stakeholders to expedite the adoption of EVs in the Egyptian market.Originality/valueThis study presents a conceptual framework for managers and policymakers about the factors that affect the customer to buy EVs, since the international organizations emphasize eco-friendly transportation systems.

Identifying the Factors Influencing Youths Decision in Afghanistan for the Purpose of Smartphone Purchasing

The current study aims to investigate the variables influencing customer intent to purchase smartphones and to smooth the way and increase investor interest in investing in Afghanistan considering the identified factors (Subjective Norm, Personal Factor, Operational Factor, Software Performance, and Product Physical Features). Data was collected through a Google Forms structured questionnaire, which was developed from previous studies, using a 5-point Likert scale. This study determined that a sample size of 800–1000 respondents would be appropriate for the survey; 892 replies in all were gathered. The factor analysis test was applied to test the variables' validity. In the study, Binary Logistic Regression Analysis (LR) was performed to assess whether there is a significant relationship between smartphone purchasing decisions and the following factors: Subjective Norm, Personal Factor, Operational Factor, Software Performance, and Product Physical Features. The research showed that there is a significant relationship between the mentioned factors and smartphone purchase decisions. There are a variety of elements that influence consumers' intentions to buy smartphones, but subjective norms, personal factors, operational factors, software performance, and physical features are the factors that drive consumers to purchase.

Breaking into the black box of customer perception towards robot service: Empirical evidence from service sector

The advent of artificial intelligence and machine learning has enabled robots to serve in consumer market for a better customer experience. Nevertheless, acceptance of robotic technology among consumers is still lacking. Therefore, this study has developed an integrated model with robot appearance, expectation confirmation model, diffusion of innovation and theory of planned behavior and empirically investigates customer intention to use service robot. The research model is empirically tested with 349 responses retrieved from customers visiting retail stores. Statistical results have revealed that customer innovativeness, compatibility, behavioral control, expectation confirmation, service robot appearance and subjective norms explained R2 80.1 % variance in customer attitude to use service robot. Practically, this research has suggested that policy makers should pay attention in innovativeness, compatibility, perceived behavioral control, expectation confirmation, robot appearance and subjective norms to boost robot service acceptance among customers. This study is original as it develops an integrated model with the combination robot appearance, theory of planned behavior, expectation confirmation and diffusion of innovation theory. In addition to that customer self-identity is conceptualized as moderating factor and hence distinguishing current research with past studies.

You want my loyalty? Treat me fairly! A study of Islamic banking customers in South Africa

Purpose The purpose of this study is to investigate possible drivers of loyalty amongst Islamic banking customers in Gauteng, South Africa. We ponder the relationships of service fairness (a secondorder reflective construct) with perceived value, satisfaction, and loyalty. Design/methodology/approach Data were obtained from Islamic banking customers in South Africa using interview-administered questionnaires. A total of 350 responses were perceived as being suitable for data analysis. The measurement and structural models were measured through structural equation modelling. Findings Service fairness and perceived value were found to be important drivers of loyalty within this context. Research limitations/implications This study demonstrates that service fairness and perceived value are precursors to the future loyalty intentions of Islamic banking customers. As such, they should be nurtured as key elements of the relationship building process. Practical implications The study guides South African Islamic banks and South African banks with Islamic windows to better understand how service fairness (interactional, procedural and distributive) fosters satisfaction, perceived value and loyalty (attitudinal and behavioural). Originality/value Enhancing comprehension of the relationship between service fairness and customer loyalty, with satisfaction and perceived value playing intermediary roles, represents an unexplored avenue in academic research within the context of Islamic banking in an emerging African market.

Influence of customer intention on patronizing halal logo in the food premises of Malaysia

Influence of customer intention on patronizing halal logo in the food premises of Malaysia

The Influence of Social Media Promotions and User-Generated Content on Customer Intentions to Boost Fast-Food Sales in Sri Lanka: The Mediating Role of Brand Image

The Influence of Social Media Promotions and User-Generated Content on Customer Intentions to Boost Fast-Food Sales in Sri Lanka: The Mediating Role of Brand Image