Young Customers Research Articles

Price or Convenience: What Is More Important for Online and Offline Bookings? A Study of a Five-Star Resort Hotel in Taiwan

Low price or convenience? What is more important for online and offline bookings? For the sustainable development of the hospitality industry, it is necessary to know the opinions of customers about their online/offline hotel booking experiences. This study aimed to predict the customers’ online/offline booking behavior toward a resort hotel in Taiwan by adapting the marketing mix elements. We first designed and executed a detailed questionnaire involving approximately 300 respondents from a five-star hotel in Taiwan, used hypothesis testing to extract important factors from the data, and finally used logistic regression of these factors to predict the customer choices effectively. The study results show that the majority of the customers believe that booking hotel services online provides for a broader choice, offers more discounts and more privacy than available while booking offline, and is cheaper, faster, and more reliable and convenient. The outcomes of logistic regression confirm that “broad choice,” but not “low price” has the most significant impact on the customers booking a resort accommodation online or offline. Furthermore, the results of the analysis of variance (ANOVA) show that the younger customers (under the age of 45) and those with university degrees are significantly more likely to make the reservations online for a resort. The findings and the recommendations can provide valuable inputs to the resort industry practitioners in Taiwan for improving the online booking services.

Implications of automotive product sustainability on young customers’ purchase intention in developing countries: an experimental approach

Manufacturing of sustainable products is on a high demand in order to attain a global responsible consumption and production pattern. Among the emerging efforts of various manufacturing companies, production of sustainable vehicles takes a special attention due to its massive impacts to the world’s sustainability dimensions. Meanwhile, youngsters in developing countries are interesting prospective customers for automotive products because their misterious characteristics and potential to contribute to the future sustainability. The research investigated the connectivities between automotive products sustainable designs and young customers purchase intention in Indonesia, using an experimental workshop. Empirical results have shown that each dimension has a significant effect to the youngsters’ preferences, although with different levels.

Factors Affecting Customers Loyalty to Mobile Services Companies’ Brands

The main aim of this study is building and testing a model that includes most factors that may affect and interpret customers’ loyalty to mobile services companies’ brands. Designed questionnaire was distributed to Egyptian mobile services companies’ customers sample in stores of these companies. Data were obtained from 373 respondents and were analyzed using Amos.18 and Spss.16 to test hypotheses established in a research model. The results indicated that there is a positive significant relationship between brand awareness and brand associations. The results revealed that there is a positive significant relationship between brand associations and perceived brand quality. It is found that there is a positive significant relationship between brand associations, perceived brand quality and brand loyalty. It is found also that older customers are more loyal to the brand than younger customers. It is concluded that higher income customers are more loyal to the brand than lower income customers.

Loyalty of young female Arabic customers towards recommendation agents: A new model for B2C E-commerce

E-commerce is becoming a major contributor to the worldwide economic system, owing to its adaptability and ease of use for both customers and service providers. Recommender systems are embedded in most modern e-commerce websites, as efficient tools for guiding users to view additional items provided by e-commerce portals. These items are matched with customers' interests depending on their current activities, or on preferences stated in their profiles. As service providers are more concerned with the long-term behavior of customers, and specifically customer loyalty (which bears directly on the long-term success of e-commerce websites), most recommender systems have been developed to consider that aspect. This study investigates the major factors in the loyalty formation of female online shoppers through an e-commerce recommender agent. A new model is introduced, developed, and analyzed for helping to improve e-commerce customer loyalty via the recommender systems. Based on the implications of the results, we can understand research constructs and highlight research outcomes to help in managing recommender systems more effectively.

Factors influencing the trust of young customers while using e-commerce websites

Internet shopping is now enjoying its prevalence and rapid development in Vietnam. One of factors could be high barrier for this development is consumers’ trust. Lack of trust on websites is a primary reason why many web users do not shop online. This quantitative study is to identify the factors influencing consumers’ trust on websites from the perspective of youths. The proposed model, in this study, is empirically tested using a questionnaire-based field study. A survey of 325 online shoppers has been conducted. Regression analysis is used to test the hypothesis derived from the framework. The result indicates that consumers’ trust on Internet shopping is built on the high level of customers’ perception about the store and company reputation; system quality, and service quality of the website; as well as the effectiveness of third party recognition. Implications and suggestions for further studies were also provided in this study.

Paid Companions: Human-Nonhuman Animal Relations in Japanese Animal Cafés

Abstract Animal cafés, a type of business where customers pay by the hour to spend time relaxing with nonhuman animals and other animal lovers, became popular in Japan during the late 2000s as part of the iyashi, or healing, boom. Young Japanese customers in need of positive affective experiences to address feelings, economic and social precarity turn to businesses like these to meet their emotional needs, engaging socially with animals in a commodified space. This article explores the kinds of intimate bonds that are created between the human customer and animal “staff” in these contexts, where customers engage with animals on their own terms, enjoying their companionship without any long-term responsibility for their care, and the effect this has on the lives of the café animals.

Perception esthétique des jeunes touristes à l’égard de nouveaux modes d’hébergement dans les parcs nationaux

ABSTRACT This paper documents the aesthetic perception of young tourists with regards to an innovative form of accommodation in forest. The measuring tool used in this study was constructed based on the results of a preliminary group discussion. Data (5152 respondents) was obtained through a quantitative survey. Results indicate that young tourists represent a distinct segment of consumers as characterized by their aesthetic evaluation of the innovative product. Younger consumers assess the aesthetics and price of innovative accommodation more favorably than older segments do. On the other hand, when assessing more classical accommodation, younger tourists’ perception is similar to that of other segments. Considering that innovative types of accommodation can become the main objective of a visit, and that younger tourists are not as sensitive to their price than usually perceived within tourism industry, tourism organizations could benefit from targeting young customers.

Black Friday rituals, customer perceived value and loyalty among young adult customers in South Africa: A Stimulus-Organism-Response perspective

The study explores the nexus of relationship between Black Friday rituals, customer value and customer loyalty among young adult customers in South Africa. A descriptive research design was followe...

Do young consumers buy country made products Evidence from India

The current study is an attempt to analyse the consumer behaviour of young customers towards the Indian made products. The results clearly indicate that young consumers are rational decision-makers as price and quality still influence their decision making. However, at the same time, constructs like ethnocentrism and country of origin equally dominate the final purchase decision. Young customers get attracted to India made products and do consider them in their choice sets. The study provides researchers in understanding the role of country of origin in shaping consumers' perceptions, preferences and buying. It also lends further support to retailers in understanding the need of dealing with technology-savvy customers who are leading to high cross-shopping phenomenon.

Factors Influencing the Purchase of Energy-Efficient Appliances by Young Consumers in South Africa

Abstract Household appliances are the biggest contributor to household energy consumption and carbon dioxide emissions. One of the ways to reduce emissions and conserve energy is to increase the use of energy-efficient appliances (EEAs). Based on the theory of planned behavior (TPB), the study investigated the factors that influence the purchase of EEAs by young consumers in South Africa. Young customers are the customers of tomorrow and can help to prevent global ecological collapse through sustainable consumption. The study extended the TPB by adding two individual constructs (moral norms and environmental concern) and two situational constructs (informational publicity and perceived benefits). In addition, the study examined the effect of purchase intention on purchase behavior. The cross-sectional survey method was used for data collection in the quantitative study. Data was collected from final year undergraduate students at two South African universities. The results indicated that the extended TPB model can be used to predict the purchase intention of EEAs. Also, purchase intention positively affects purchase behavior. Theoretically, the study extended the TPB to create a unique model of intention to purchase EEA. Practical suggestions focus on what business and government should do to improve the purchase of EEA.

Do young consumers buy country made products Evidence from India

The current study is an attempt to analyse the consumer behaviour of young customers towards the Indian made products. The results clearly indicate that young consumers are rational decision-makers as price and quality still influence their decision making. However, at the same time, constructs like ethnocentrism and country of origin equally dominate the final purchase decision. Young customers get attracted to India made products and do consider them in their choice sets. The study provides researchers in understanding the role of country of origin in shaping consumers' perceptions, preferences and buying. It also lends further support to retailers in understanding the need of dealing with technology-savvy customers who are leading to high cross-shopping phenomenon.

The Influence of Social Media on Buy Decision-making of Young Chinese Consumers

Social media is playing an increasingly important role in our daily lives. Young Chinese consumers are the primary users of social media in China. Social media is the primary source of information for young Chinese customers, influencing their buying decisions. Through the research obtained three main results: Young Chinese consumers use social media for information. Social media messages are their primary source of information. Social media information influences buy decisions making of young Chinese consumers. Number of negative information on social media moderates the relationships between trust in information of social media and intention to buy

Attitudes of young customers towards activities promoting electronic banking

Attitudes of young customers towards activities promoting electronic banking

Young Brazilians' purchase intention towards jeans made of Tencel fibers

Purpose: This study aims to investigate the attitudes, perceptions and behavioral intentions of young Brazilian customers regarding the purchase of clothing made of environmentally sustainable fabrics, particularly denim produced with cotton and the addition of Tencel® in its composition.Method: A self-administered questionnaire was supplied to 252 undergraduate students of the course Applied Social Sciences from two universities. The data were analyzed using the statistical method of structural equation modeling.Findings: The results showed that the consumer knowledge, perceived effectiveness and personal relevance affect the attitude and subjective norm, to a greater or lesser degree. However, they do not affect the perceived behavioral control.Originality/value: The study shows a synthesis of elements that can assist academic researchers and marketing practitioners in decoding the factors that influence young Brazilian consumers towards the purchase of environmentally sustainable apparel and textiles.Theoretical contributions: This study contributes to understanding the complex relations among the variables such as consumer knowledge, perceived consumer effectiveness and perceived personal relevance and, according to the TPB, the three independent determinants of behavioral intention, namely attitude, subjective norm and perceived behavioral control.Practical contributions: These results point out that, in addition to the investment in environmental education made by educators and institutions, producers should invest in better communication strategies in order to enable these consumers to improve their knowledge of ecologically sustainable clothing options and thus increase their purchase intentions of such products, contributing to the preservation and improvement of the environment.

Young Customers’ Perception on Influencer Endorsement, Customer Review and E-tailing Channel

Young Customers’ Perception on Influencer Endorsement, Customer Review and E-tailing Channel

A Contrastive Study of Service Staff's Responses to Requests in Dunhuang and Lanzhou

Contrastive studies conducted from the perspective of variation pragmatics between two cities in northwestern China were rarely seen in studying requests and its responses. This study focuses on the politeness strategies employed in responses to the speech act of request in the service industry of Lanzhou and Dunhuang, aiming to provide useful indications from the perspective of speakers’ politeness perception and practice. By a combination of qualitative and quantitative methods, this study attempted to explore how the two influencing factors-age and gender-impact on the responses of Lanzhou and Dunhuang service staff to customers’ requests. This study found significant differences between different gender and age groups. Both Dunhuang and Lanzhou service staff were politer to males than females; young customers tended to receive more politer responses than the elderly. Moreover, service staff of Dunhuang tended to be politer when responding to requests than those of Lanzhou.

Electronic Banking in Opinion of Young Customers in Poland

The paper presents theories regarding the characteristics of consumer behavior of young customers on the basis of relevant literature and development of electronic banking in the world and in Poland. Then the methodology of conducted study and results have been described. At the end there is a summary, which presents recommendations for both practitioners and academics. Aim of this article is to determine the attitude of young consumers towards electronic banking based on a survey among the group of selected students. This seems especially important because current young consumers are increasingly better educated and are able to determine their needs very precisely. They access information quickly which enable them to determine whether the offer meets their expectations-banking services are no exception. Results of studies may help both the bank management to formulate marketing strategies to promote virtual banking and scientists in the study of virtual banks and virtual organizations in general.

Fashion brands are engaging the millennials: a moderated-mediation model of customer-brand engagement, participation, and involvement

Purpose Millennial generation is fashion inclined, interactive and informative social beings. They are very conscious of the brands they wear. Millennia seek, share, inform and exchange fashion brand-related information on social networking sites (SNS). Marketers are subsequently engaging the young prospects and customers to keep up or improve enthusiasm and participation. The study attempts to investigate the role of customer-brand engagement (CBE) of millennials with fashion brands on SNS. The study simultaneously tests the moderating role of involvement levels affecting participation and CBE leading to brand loyalty. Design/methodology/approach The study followed a purposive sample by collecting 466 respondents from the graduate students of a university. The study adopted structural equation modelling (SEM) and Hayes process macros in SPSS 20.0 to test the moderated-mediation model. Findings The study confirms the mediating role of CBE in the relationship between participation and brand loyalty. Different degrees of involvement moderate the mediating role of CBE. Higher levels of involvement enhance the positive effect of participation on CBE. Originality/value The study is first of its kind to investigate the role of CBE and involvement among the millennial group. It also contributes to the related theories like service-dominant logic, social exchange theory and consumer culture theory regarding a unique population group, which is promising and profitable.

Brand sustainability among young consumers: an AHP-TOPSIS approach

Purpose This study aims to identify the dominant brand attributes based on the survey conducted among 100 young consumers to know their perceptions toward sustainable brands, using multi-criteria decision-making (MCDM) techniques, arithmetic hierarchical process (AHP) and technique for order preference by similarity to ideal solution (TOPSIS). Design/methodology/approach In total, 100 young consumers (18 to 24 age group) were asked to provide the pairwise comparisons for the 10 brands. MCDM methods were applied on triple bottom line dimensions to identify the best alternative. AHP is applied to compute weights for the brands’ attributes necessary for brand’s sustainability, further analyzed by TOPSIS method to rank Forbes’ top 10 brands as per young consumers’ intentions to buy. Findings Apple is the most sustainable brand perceived by young consumers followed by Google and Samsung. Being the top brand in Forbes list Apple also fulfills its responsibility toward the environment and recognizes young consumers’ perception accurately. Google is also contending with the same strategy and succeed in achieving a sustainable brand image. Samsung despite at number seven and second-highest revenues after Apple has managed excellently in building sustainable brand image. Research limitations/implications Findings have shown that the top global brands do not show the same order as they exhibit in their top ranking (Forbes, 2019), and thus, create a research gap to be fulfilled by identifying the causes for the same. The results show that brand consistency and performance can be achieved through implementing sustainable and green practices such as acting social responsibility, high-quality green products, environment protection, etc., and transforming these into capabilities. Practical implications The study is an attempt to further validate Forbes’s top brands based on their perception among young customers. The study may help practitioners and policymakers to understand and get familiar with a new methodology to evaluate brands and also how to develop a positioning strategy for targeting young consumers. The paper will be a useful source of information for marketers to know how young consumers from developing countries perceive top brands on the basis of sustainability. Social implications The social benefits of brand sustainability are related to improvements in the quality of environment, health and well-being. To link these, an enabling environment must be created that optimizes resource use, allocation and distribution. Originality/value The study is a unique attempt to use AHP and TOPSIS to evaluate the best – performing green brand from the perception of young customers in developing counties. Besides, the study provides brands attributes’ framework for sustainability and is significant for developing a model as per the choices of the young consumers.

Sustainable Online Shopping Logistics for Customer Satisfaction and Repeat Purchasing Behavior: Evidence from China

This study examines the impact of the quality of online shopping logistics services on customer satisfaction and in driving subsequent repeat purchasing behavior. Five hypotheses are established to represent the relationships between customer satisfaction and each factor of logistics services: quality of information, quality of order, quality of delivery, price of delivery, and customer service. The research includes surveys conducted over two months from 1 December, 2016, to 31 January, 2017, targeting mostly young Chinese customers with experience purchasing products online, thus representing e-commerce. A questionnaire was distributed to each subject in a sample of 150 Chinese customers with online shopping experience. The empirical analysis indicates that logistics service quality, and primarily the quality of delivery, has a statistically significant impact on customer satisfaction, which, in turn, has a statistically significant impact on repeat purchasing behavior. The results provide insight into the strategy behind China’s rapidly growing online shopping industry, which focuses on maintaining stability through long-term customer relationship management.