Customer Perceptions Research Articles

AI-Powered Eye Tracking for Bias Detection in Online Course Reviews: A Udemy Case Study

The rapid growth of e-learning increased the use of digital reviews to influence consumer purchases. In a pioneering approach, we employed AI-powered eye tracking to evaluate the accuracy of predictions in forecasting purchasing patterns. This study examined customer perceptions of negative, positive, and neutral reviews by analysing emotional valence, review content, and perceived credibility. We measured ‘Attention’, ‘Engagement’, ‘Clarity’, ‘Cognitive Demand’, ‘Time Spent’, ‘Percentage Seen’, and ‘Focus’, focusing on differences across review categories to understand their effects on customers and the correlation between these metrics and navigation to other screen areas, indicating purchasing intent. Our goal was to assess the predictive power of online reviews on future buying behaviour. We selected Udemy courses, a platform with over 70 million learners. Predict (version 1.0.), developed by Stanford University, was used with the algorithm on the consumer neuroscience database (n = 180,000) from Tobii eye tracking (Tobii X2-30, Tobii Pro AB, Danderyd, Sweden). We utilised R programming, ANOVA, and t-tests for analysis. The study concludes that AI neuromarketing techniques in digital feedback analysis offer valuable insights for educators to tailor strategies based on review susceptibility, thereby sparking interest in the innovative possibilities of using AI technology in neuromarketing.

MARKETING DIGITAL PARA STARTUPS: MARKETING DIGITAL PARA MICROEMPRESÁRIOS, UMA IDEIA REVOLUCIONÁRIA PARA ALCANÇAR O SUCESSO

Who never faced lines to make a payment or even to buy a certain product. Some time ago we did this, wasting hours in market lines, banks, bookstores and airports. Nowadays we can do all of this, without having to queue, without leaving home or watching a movie; reducing waiting time, being able to receive at home. All of this is in the consumer's possession, through his Smartphone device. As a result, the importance of developing and working on an action plan with digital marketing grows; because every person who has a device your company will be there too. It is possible to ask scientifically how Digital Marketing is a factor influencing consumer behavior in the Brazilian economic sector, how often consumers buy over the internet. What companies face today is not a lack of inputs (raw materials and components), or service companies. And, yes, the lack of loyal customers (followers). Contemporary companies can manufacture products beyond what customers can consume. This increases the level of competition in the competitive market, and consumers are the winners. The success of an electronic business depends on many factors. It is not enough for the company to have a welltructured website, with an attractive design and the best technologies. Companies and startups must go beyond the perception of customers, they must engender a profitable reciprocal familiarity. The company needs to define its position in the market, and envision possible future scenarios. Digital Marketing is an undeniable reality that has been joining forces with traditional commerce, a versatile means of communication that integrates sales opportunities, customer relations and positive word of mouth advertising.

EVOLUSI BANK KONVENSIONAL DALAM PERSPEKTIF TEORI PUSH PULL MOORING

This study aims to identify differences in customer perceptions of push and pull factors in switching from conventional banking services to digital banking at Bank Mandiri Tanjung Perak Branch in Surabaya. The research methodology involves questionnaires for quantitative data collection and documentation to support the data. Analysis is conducted using the Push Pull Mooring (PPM) theory to evaluate the influence of Service Quality, Perceived Ease of Use, and Lifestyle on customers' Switching Intention. The findings indicate that for customers with less than 5 years of transaction experience, service quality and ease of use of digital services influence their intention to switch. For customers with more than 5 years of experience, service quality and ease of use have different impacts on switching intention. The t-test results show that switching intention is not significantly influenced by the duration of use (P value 0.93), but lifestyle significantly affects preference for digital services (P value 0.003). Perceived ease of use does not show a significant difference between the two groups (P value 0.716), while service quality shows a significant difference (P value 0.014). The application of these research findings to other Mandiri branches needs to consider demographics, strategy adaptation, and continuous evaluation. Bank Mandiri can optimize its services by focusing on customer retention, lifestyle, ease of user experience, and improving service quality. Understanding the interaction effects between these variables helps Bank Mandiri adapt holistic and customer-oriented strategies. Thus, Bank Mandiri can enhance its competitiveness in an increasingly dynamic market.

Perception of Indian customers towards e-service quality and its effect on consumer happiness, retention, and loyalty

Perception of Indian customers towards e-service quality and its effect on consumer happiness, retention, and loyalty

Service for sustainability and overall value for money: sequential mediation of customer-generated communication on social media and perceived value

PurposeThis study investigated the predictors of overall value for money in the hospitality industry concerning routine practices reinforcing SDG goals. The sequential mediation underlines the mechanism of theoretical viability and sustainability relevance of restaurant environment factors and customer-generated communication on social media to influence the value impressions of hospitality customers.Design/methodology/approachCross-sectional design was utilized to obtain empirical data from customers of luxury restaurants in mega cities of Pakistan. Non-probability purposive sampling was deployed to collect data from 370 customers. The chained relationship of predictors was analyzed using Smart PLS.FindingsThe SDGs' integration with predictors provided theoretical insights into the role of physical spaces in achieving SDG 14 of sustainable consumption and production. The role of social media communication explains the mechanism of online discourse, which shapes perceptions of sustainable dining experiences.Practical implicationsThis study explained sustainable consumption's relation to consumers' psychological undertakings and reinforced the dinners' decision-making processes to evaluate expectations influencing dining choices. This study helps to understand how sustainability issues transformed consumers' value perception and helps them take measures to minimize the environmental impact of their dining choices.Originality/valueThe sequential mediation model investigated with the lens of expectation disconfirmation theory provided relational clarity, which is difficult to achieve when comparing the perception of customers with performance variables. Distinguishing overall value for money from perceived value is essential for making data-driven decisions to utilize monetary resources efficiently.

Customer perceptions about traceable meat: research from Northern China

Food traceability and food safety, including quality assurance processes, are essential for ensuring the health of members of society and can prevent food-supply-related problems. Meat-related food safety issues are significant, especially in developing countries like China. The main aim of this paper was to explore customer perceptions and purchase behavior, including willingness to pay, related to traceable meat. A qualitative exploratory approach was applied. Five focus groups were implemented with interviewees from Northern China, and grounded theory methodology was used in their analysis. The results showed that participants were influenced by product characteristics, sales-related factors, and subjective norms when purchasing meat. Their level of trust in traceability information was variable; respondents preferred independent quality assurance associations and information obtainable by scanning QR codes. The findings of this study may contribute to the introduction and development of food traceability systems in the meat industry, reinvigorating consumer trust.

Travelers’ Propensity to Use Intercity Railway Services in Emerging Economies: Significance of Passengers’ Satisfaction and Communication Technologies

This paper focuses on the perspectives of passengers who were railway users and how railways as a service can be uplifted with technological advancements through the introduction of information and communication technologies (ICTs). For this purpose, a questionnaire was designed comprised of six sections related to information on socio-economic-demographics, travel, station facilities, train facilities, customer care, and familiarity with and benefits of ICTs. A total of 800 respondents were recruited on trains and in railway stations to collect data through a random sampling technique. Data were analyzed through descriptive statistics, factor analysis, bivariate correlation analysis, and ordered logistic regression analysis. The three hypotheses tested showed that (i) there is a correlation between socio-demographic factors, train frequency, and satisfaction levels, (ii) satisfaction with station and train facilities and customer care impacts users’ travel likelihood with the train service, and (iii) users’ familiarity with perceived benefits of ICTs influences passengers’ travel likelihood with the train service. The results indicate that the users’ satisfaction with attributes of station facilities, train facilities, and customer care and perceptions about ICTs significantly influences their travel frequency with the train service. This study is useful for multiple stakeholders, especially for railway management authorities, to provide inclusive services to passengers and to plan for future transportation, which should be well-equipped with ICTs, well-integrated with other transport modes, and well-connected with optimum stops.

Unveiling the Nexus: Elevating marketing strategies for enhancing satisfaction and loyalty in elderly health care services

The study aimed to examine whether there is an association of marketing mix, and perception with customer’s satisfaction, and loyalty among elderly people. A total of 400 participants were included in the study. The study population comprised individuals aged 65 years and above from Assam, India including both males and females. Participants were primarily selected from residential homes, old age homes, and various common gathering places such as parks, shops, Namghar (a holy place), and community halls. The study indicated a significant correlation between the dimensions of the marketing mix, perception, satisfaction, and loyalty. Moreover, the findings from the linear regression analysis, revealed customer satisfaction towards the marketing of healthcare services can be attributed to product, price, place, process, and physical evidence (7 P’s) and customer perception (R2=.54; .53 respectively). Additionally, customer loyalty towards the marketing of healthcare services is influenced by product and price (7P’s), and customer perception (R2=.54; .2 respectively). This study contributes to understanding the overlooked aspect of marketing to the elderly population, providing valuable insights for healthcare companies to develop improved marketing strategies. Hence, irrespective of the organization's size, type, or location, whether it's a startup or an established entity, privately owned or government-operated, local or global, the role of business managers is vital in making informed decisions and establishing strategic priorities to allocate resources efficiently in order to meet evolving customer demands and achieve business success. As a result, commercial enterprises need to develop tools, concepts, and strategies to effectively navigate the dynamic and unpredictable marketing landscape.

Linkages between service recovery system and customer justice perceptions: A multi-level model of employee service recovery performance.

Past research aimed at service recovery has focused on actions that are taken to retain customers, and the possibility of overcoming the mistakes of service delivery, though the multidimensional nature of the service recovery process has begun to move beyond the complaint handling process. In this paper, we identify the most important issues addressed in service recovery and present a framework for addressing them. We used an extensive integrative review methodology. Between 1988 and 2017 the number of articles in these journals was kept between 26 and 30. The majority took a business perspective to study services recovery, while a minority took an inter-disciplinarity perspective. The study's findings are expected to provide insights into the antecedents and consequences of service recovery performance, particularly how job resources and demands influence employee burnout and work engagement, which in turn affect service recovery performance and customer perceptions of justice. The research aims to contribute to the discourse on service recovery by building a multi-level model that explains the service recovery performance of frontline employees and the impact of the service recovery system on customer justice perceptions. Thus, this research is expected to contribute to robust conclusions on the antecedents and consequences of employee service recovery performance nested within the unit-level construct, i.e., the service recovery system.

A novel approach to measure perceived customer centricity in the passenger airline industry: Index development and validation

This study addresses a significant gap in current research by developing and validating a comprehensive index for measuring perceived customer centricity in the passenger airline industry. The index was derived using a rigorous scale development methodology based on three surveys with a total of 963 participants. The process involved construct definition, item generation, and item validation through exploratory and confirmatory factor analyses. The final measurement index comprises 19 items across four dimensions (Customer Care & Experience, Communication & Product, Sustainability, and Value) and demonstrates strong discriminant and convergent validity, providing a reliable tool for assessing customer perceptions. Therefore, this research introduces the first validated measure of perceived customer centricity specifically designed for the airline industry and offers practical insights for airline managers, enabling them to identify specific areas where customer perceptions fall short and to make targeted improvements. Additionally, the index serves as an alternative to the industry-wide adopted Net Promoter Score (NPS). It extends current literature by providing an industry-specific scale and offers a practical instrument for enhancing customer-centric strategies in real-world applications, thereby fostering long-term, mutually beneficial relationships. Additionally, it provides empirical evidence of the multidimensional nature of customer centricity and offers a validated tool that can be applied in future research to explore customer perceptions and their impact on airline performance, thus satisfying both practical and academic needs.

Customer Perception of Financial Performance of the State Bank of India and Its Associate Banks Before and After the Merger

This study explores customer perceptions of the financial performance of the State Bank of India (SBI) and its associate banks before and after their merger. The primary objective is to evaluate the financial performance of SBI and its associates, comparing pre- and post-merger scenarios. The study hypothesizes that customers perceive the performance of SBI post-merger to be significantly better than before the merger. A descriptive and analytical approach was employed, utilizing primary and secondary data. Primary data was collected through a structured questionnaire distributed among bank employees across various SBI branches in Karnataka. The data was analyzed using SPSS software, employing descriptive statistics such as mean, standard deviation, and percentage to assess the impact of the merger on SBI's performance. Advanced statistical methods were also applied to test the hypotheses, including Factor Analysis, Linear Regression, Pearson Correlation, Chi-Square Test, and One-way ANOVA. The results indicate significant improvements in customer perceptions of SBI's performance post-merger, affirming the hypothesis. This study provides a comprehensive analysis of the effects of the merger on SBI's financial performance, highlighting the importance of customer perception in evaluating the success of such corporate restructuring efforts.

Effects of virtual try-on technology as an innovative e-commerce tool on consumers' online purchase intentions

PurposeThe purpose of this study is to investigate the role of using augmented reality (AR) in the form of virtual try-on technology in consumers' purchase decision-making process.Design/methodology/approachThe study, executed in a beauty industry context, uses the value-based adoption model (VAM). Data were collected by means of a survey carried out on 238 Tunisian women. Subjects performed an experimental task using the virtual try-on (VTO) application in the L’Oréal website. Web-administered questionnaires were used to collect the data, which was processed using an exploratory factor analysis and partial least squares structural equation modeling.FindingsThe findings shows that perceived value is positively related to purchase intentions and it was affected by both perceived benefits and perceived costs. In particular, perceived benefit (perceived usefulness) was found to have a strong positive effect on perceived value. Moreover, it turns out that perceived enjoyment does not have a significant effect on the perceived value. In terms of perceived costs, perceived intrusiveness was found to limit perceived value. The results also show a significant relationship between AR characteristics and perceived benefits. For personal traits, personal innovativeness is found positively influencing perceived usefulness, but it shows no significant effect on perceived enjoyment.Practical implicationsCompanies should highlight the benefits for consumers (interactivity, informativeness and usefulness) and attempt to reduce the costs (intrusiveness) related to the use of VTO AR technology, which can play a substantial role in determining the perceived value and purchase intentions.Originality/valueThe existent literature, which examines the AR in e-tailing, shows weak acknowledgment of theories related to consumer barriers to AR adoption in e-tailing, they overlook the role of consumer psychology and individual differences in AR acceptance. Thus, this study contributes to the literature by enhancing the understanding of the roles that AR based VTO technology plays in determining consumers’ online purchase intentions by extending the application of perceived value theory and taking into account its characteristics and personal traits that play a role in weakening or strengthening the customer's benefits and cost perceptions.

The Impact of Employee Satisfaction on Firm Profitability: A Focus on Employee Performance and Customer Satisfaction

This thesis endeavors to conduct a comprehensive analysis of the correlation between employee satisfaction, employee performance, customer satisfaction, and firm profitability. In a contemporary business landscape where employee satisfaction is increasingly acknowledged as a pivotal determinant of organizational success, this study aims to elucidate the intricate dynamics governing this relationship. By meticulously scrutinizing existing research and empirical evidence, this research aims to shed light on how employee satisfaction influences employee performance, subsequently impacting customer satisfaction, and ultimately, firm profitability. In the swiftly evolving modern business milieu, grasping the profound implications of employee satisfaction has become an imperative for achieving sustainable growth. This investigation narrows its focus to dissect the intricate web of interactions that either propel or hinder an organization's journey towards profitability. Through a meticulous analysis of empirical data and scholarly discourse, this study underscores the pivotal role of employee satisfaction in shaping workforce influencing customer perceptions, and, consequently, augmenting a company's financial well-being. As we navigate this exploration, it becomes increasingly evident that employee satisfaction constitutes a cornerstone of organizational prosperity.

AI Chatbots in Fintech Sector: A Study Towards Technological Convergence

The Fintech industry, particularly banks, has witnessed a profound transformation with the integration of Artificial Intelligence chatbots, redefining customer experience and engagement. As Fintech firms increasingly integrate AI chatbots into their platforms, understanding customer perceptions becomes paramount for strategic decision-making and sustained success. To unravel the complexities of this convergence, a holistic examination is needed, encompassing not only the technological aspects but also the strategic dimensions that underpin competitive advantage. In this context, the role of intellectual property, particularly patents, emerges as a critical factor shaping the innovation landscape. This research aims to comprehensively investigate customers' perceptions towards AI chatbots in the Fintech industry, with a specific focus on technological convergence. The study seeks to analyze the impact of cutting- edge AI chatbot technologies, including those protected by patents, on user attitudes and overall customer experience within the dynamic fintech landscape. This study provides a comprehensive review of 40 empirical studies on AI chatbots in the fintech industry, particularly the banking sector, featuring patented innovations using the PRISMA methodology. Study outcomes illustrate emerging themes related to consumer behavior and response to financial chatbots in terms of acceptance and adoption intention. Additionally, four key factors that influence how people perceive, anticipate, and engage with fintech chatbots, namely satisfaction, trust, anthropomorphism, and privacy are explored. In conclusion, the finance industry's effective integration and broad use of AI chatbots is dependent on the convergence of four factors: satisfaction, privacy, trust, and anthropomorphism. Current study offers a strong basis for analysing and resolving the obstacles to AI chatbot acceptance and deployment in the financial sector by addressing all these elements extensively. This exploration of technological convergence in fintech industry by analyzing customers' behavior and response to financial chatbots not only contributes to a comprehensive understanding of its intricacies but also serves as a foundation for development and deployment of user-centric fintech chatbots.

Understanding critical service factors in neobanks: crafting strategies through text mining

Purpose This study aims to analyse and understand customer sentiments and perceptions from neobanking mobile applications by using advanced machine learning and text mining techniques. Design/methodology/approach This study explores a substantial large data set of 330,399 user reviews available in the form of unstructured textual data from neobanking mobile applications. This study is aimed to extract meaningful patterns, topics, sentiments and themes from the data. Findings The results show that the success of neobanking mobile applications depends on user experience, security features, personalised services and technological innovation. Research limitations/implications This study is limited to textual resources available in the public domain, and hence may not present the entire range of user experiences. Further studies should incorporate a wider range of data sources and investigate the impact of regional disparities on user preferences. Practical implications This study provides actionable ideas for neobanking service providers, enabling them to improve service quality and mobile application user experience by integrating customer input and the latest trends. These results can offer important inputs to the process of user interaction design, implementation of new features and customer support services. Originality/value This study uses text mining approaches to analyse neobanking mobile applications, which further contribute to the growing literature on digital banking and FinTech. This study offers a unique view of consumer behaviour and preferences in the realm of digital banking, which will add to the literature on the quality of service concerning mobile applications.

Bi-channel dynamic topic model for quality monitoring considering initial and additional online customer reviews

E-commerce provides a vast space for user-generated content, including user reviews from the initial use of products or services to subsequent usage. Existing methods mainly focus on unmodified reviews and ignore customer perception after more experience with products. To address this, we propose a Markov chain-based bi-channel dynamic topic model (BDTM), which extends the sequential structure of the dynamic topic model and incorporates initial customer reviews and additional reviews to reflect topic shifts caused by customer experience perception. Then, a control chart based on word mover’s distance (WMD), called a BDTM-WMD (B-W) chart, is proposed to monitor topic shifts under BDTM. An alternative multiscale dynamic topic model (M-K) chart is constructed for comparison. Using a simulation approach, we find that compared with the existing sequential reverse joint sentiment-topic (SRJST) chart and joint sentiment topic-rating meets review (JSTRMR) chart, the proposed B-W chart is more sensitive to small shifts. Case study 1, using real data, shows the advantages of the proposed BDTM, B-W chart and M-K chart under both initial and additional reviews. Case study 2 shows that with additional reviews, the proposed B-W chart triggers out-of-control signals earlier than those by the existing joint sentiment topic-rating meets review (JSTRMR) chart.

A service failure assessment model for smart product consumption experience based on customer perception

Customer perception is an important consideration factor in evaluating the quality of human-computer interaction services. Sustainable user experiences and marketing strategies can be created by analyzing customer perception. By understanding consumer satisfaction with product services in the customer perception area, appropriate product service failure prevention strategies can be formulated. A service failure evaluation model is proposed in this study, which considers the customer tolerance area to accurately evaluate consumers’ behavioral experiences from purchasing to using products. The concept of tolerance area is introduced, and a combination of the fuzzy Failure Mode and Effect Analysis (FMEA) method and the Technique for Order Preference by Similarity to an Ideal Solution (TOPSIS) method is used to construct a human-computer interaction service failure evaluation model. Potential service failure factors of smart speakers are accurately evaluated by this model, and these service failure factors are ranked within the tolerance area. The research identifies voice misinterpretation and signal connectivity issues as the primary risk factors impacting the quality of human-computer interaction for smart speakers. The application of this method not only enhances the evaluation of smart speaker human-computer interaction services quality but also aids in the precise identification and prioritization of critical failure modes. The proposed service failure prevention strategies can reduce consumer dissatisfaction and provide innovative references for smart product design and marketing. The findings bolster empirical evidence for service failure prevention strategies in smart products and pave the way for novel perspectives on enhancing the quality of human-computer interaction services.

Link Between Customer Perception and Financial Inclusion: An Empirical Analysis with Reference to Urban Low-income Households in Sri Lanka

Link Between Customer Perception and Financial Inclusion: An Empirical Analysis with Reference to Urban Low-income Households in Sri Lanka

Exploring Ethical and Emotional Dimensions of Customer Value in Financial Services through Employee-Customer Dynamics

This study focuses on exploring the ethical and emotional dimensions of customer perceived value (CPV) in financial services. This area is crucial to understanding customer dynamics within the finances sector, yet it remains underexplored in existing literature. Utilizing a quantitative analysis of 652 customer surveys from Canadian financial institutions, this research employs SmartPLS3 for structural equation modeling to ascertain the impacts of frontline employee job satisfaction on customer's ethical and emotional perceptions as well as their overall CPV. The data analysis reveals that customer-perceived employee job satisfaction positively affects CPV by significantly influencing ethical and emotional benefits. Although ethical benefits alone do not directly impact loyalty or word-of-mouth (WOM) recommendations, their influence is significant when mediated through CPV, with emotional benefits directly amplifying WOM and indirectly boosting loyalty. Correspondingly, the results highlight the importance of employee-centric policies and their direct correlation to customer loyalty and satisfaction. As such, this study contributes to the body of knowledge by linking employee satisfaction with ethical and emotional customer benefits, suggesting a reevaluation of business practices to integrate these dimensions for enhanced customer value creation. Future research is encouraged to explore these dynamics across varied contexts to expound upon these relationships' applicability and robustness. Our inquiry into the subject concludes by highlighting the strategic importance of fostering employee satisfaction when seeking to elevate CPV and achieve enduring customer loyalty. Keywords: Customer Perceived Value, Customer Loyalty, Employee-Customer Interactions, Employee Satisfaction, Financial Services

Banking Preferences and Perceptions Among College Students: A Study on Influential Factors and Service Satisfaction

This study investigates customer perceptions of their choice of bank among college students, focusing on factors influencing their banking decisions. Through a survey of 150 respondents, the study reveals that most students prefer commercial banks, valuing service quality and security. The majority have not utilized bank loans or relief measures during the COVID-19 pandemic. Dissatisfaction with service or limited options are common reasons for considering a bank switch. While respondents generally rate their banks positively, there are varied opinions on employee behavior, individual attention, and operating hours. The findings indicate that while overall perceptions are favorable, there is room for improvement in specific service aspects. This research provides insights into student banking preferences and highlights areas for banks to enhance their service offerings.