Amjad Shamim

An integrated model of corporate brand experience and customer value co-creation behaviour

Purpose – The purpose of this paper is to investigate the influence of corporate brand experience (CBE) on customer value co-creation attitude and behaviour (CVCCA and CVCCB). By integrating congruity theory with the theory of reasoned action, the study proposes an integrated model for developing CVCCB in a retailing context. Design/methodology/approach – Structural Equation Modelling, using AMOS software was conducted using a sample of 711 respondents from four hypermarkets located in five Malaysian states. Findings – The research findings indicate that CBE plays a significant role for developing customer attitude and behaviour of value co-creation activities. Results show that CBE has a strong positive influence on CVCCA and subjective norms (SN) which further lead to CVCCB. SN were found to be a partial mediator between CBE and CVCCA. CVCCA was found to be a partial mediator between SN and CVCCB. Full mediation of CVCCA and SN between CBE and CVCCB is confirmed. Originality/value – The research contrib...

Construction and validation of customer value co-creation attitude scale

The purpose of this research is to develop a scale for measuring customer value co-creation attitude (CVCCA).,Scale development procedures are used for item generation, item purification and validation. Two studies are conducted. In Study 1, exploratory and confirmatory factor analysis is used to generate and confirm the factorial structure of the CVCCA construct. Study 2 validates the scale on a large field sample.,The study develops a new scale for measuring CVCCA. Results suggest that CVCCA is a higher-order construct comprising three dimensions: interaction attitude, knowledge sharing attitude and responsive attitude. Additionally, experiential value significantly predicts CVCCA, which subsequently leads to customer value co-creation behaviour confirming nomological validity of the scale.,The CVCCA scale should be of interest for researchers in exploring factors and outcomes of CVCCA. The scale is useful to managers who are interested in measuring their customers’ co-creation of value attitude and their willingness to engage in value co-creation behaviour.,This is the first scale using the service logic of marketing lens. The scale is found to be a valid and reliable tool to measure customer attitude to engage in value co-creation.

Studying the influence of entrepreneurial attributes, subjective norms and perceived desirability on entrepreneurial intentions

Purpose – The purpose of this paper is to study the influence of entrepreneurial attributes, subjective norms and perceived desirability on entrepreneurial intentions. Design/methodology/approach – The data were collected from the business students of the Quaid-i-Azam School of Management Sciences, Quaid-i-Azam University, Islamabad, Pakistan. In total, 200 questionnaires were circulated among students of which, 185 were returned, representing 92.5 per cent response rate. After discarding incomplete and biased questionnaires, 170 were left for further analysis. The SPSS 20.0 was used to perform statistical analysis. Findings – The research finds that students’ entrepreneurial attitude, perceived desirability and subjective norms significantly lead to the development of students’ intentions to become entrepreneurs. Interestingly, the student’s existing skills and capabilities do not prove to be a significant predictor of their intentions to become entrepreneurs. The study concludes that the students can be...

Extrinsic experiential value as an antecedent of customer citizenship behavior

The research on customer citizenship behavior is getting much attention in service marketing literature. However, past researches in finding antecedents of customer citizenship behavior are limited to intrinsic value while the role of extrinsic value in customer citizenship behavior is largely ignored. The aim of this study is to fill this gap by investigating the effect of extrinsic experiential value on customer citizenship behavior. The data was collected from 800 customers of four hypermarkets located in five states of Malaysia. The covariance-based structural equation modeling approach was used to analyze the data. Findings indicate that extrinsic value has significant and positive impact on all four dimensions (feedback, helping, advocacy, tolerance) of customer citizenship behavior. The findings suggest that extrinsic value, that is, customer return on investment and service excellence, are important source for developing customer citizenship behavior. Therefore, there is dire need to focus on extrinsic value to achieve customer citizenship behavior which will subsequently lead to gain competitive advantage.

Managing plant turnaround maintenance in Malaysian process-based industries: a study on centralisation, formalisation and plant technology

The study examines the way how plant turnaround maintenance events in companies of process-based industries were organised and managed. It was envisaged that centralisation and formalisation have significant positive relationships towards the technology employed by the companies. The primary method employed in the data collection is the questionnaire-aided sample survey. The unit of analysis of the study is the organisation of the process-based companies in Malaysia. A total of 110 questionnaires were distributed to the companies. A total of 58 responded to the questionnaires, notching a 53% response rate. Factor analysis and reliability test were performed to check the consistency of the scales employed in measuring the constructs of centralisation and formalisation. Kruskal-Wallis test was employed to test the hypotheses. The analysis highlighted that centralisation in turnaround maintenance is generally high and has no significant relationship to the plant technology employed by the companies. On the contrary, formalisation that is designed and established to shape or influence the behaviour of the organisational members has significant positive relationship to the plant technology employed by the companies. Essentially, the level of formalisation established point towards the variations in the plant technologies employed by the companies.