Estelle van Tonder

A mediated model of relationship quality factors affecting behavioural intention at a luxury motor vehicle dealership

Purpose The aim of this study is to determine whether customer satisfaction, trust and commitment as relationship quality factors can be valuable to a luxury motor vehicle dealership in generating favourable behavioural intentions concerning post-purchase service and repair offerings. Design/methodology/approach A descriptive research design was followed, and self-administered questionnaires were fielded among customers of the luxury motor vehicle dealership. A total of 301 questionnaires were returned and the interrelationships between the constructs were examined using structural equation modelling. Findings It was discovered that customers who trust the dealership may be more committed, and commitment may strengthen the relationship between customer satisfaction and a favourable behavioural intention towards the dealership. Research limitations/implications The findings of the study add to the developing body of empirical literature on relationship quality and behavioural intention. Practical implications The study indicates how relationship quality factors can influence behavioural intentions of customers, assist in building long-term relationships with customers and retain current customers where post-purchase service and repairs of luxury goods are concerned. Originality/value The study provides an emerging market perspective of the interrelationships between relationship quality factors affecting behavioural intention regarding service and repairs of luxury goods.

Factors influencing Generation Y consumers’ perceptions of eWOM credibility: a study of the fast-food industry

Abstract eWOM communication is certainly one of the most influential drivers of purchase decisions. However, little knowledge is available on the factors that influence the trustworthiness and credibility of eWOM communication. To address this research gap, the study aimed to assess whether the three independent variables (homophily, authority and interestingness) have a significant positive indirect effect on eWOM credibility, as mediated by source trustworthiness. The context of the study was fast-food retailers. A cross-sectional survey was conducted and the target population included all Generation Y consumers that visited the fast-food market leaders in Gauteng province, the economic hub of South Africa. Lisrel version 8.8 was used to analyse the results obtained from a realised sample of 362 respondents and to compile the structural equation model. The findings of the study support the research hypotheses formulated and offer a theoretical contribution by enhancing knowledge of the relationships between the variables investigated as well as the factors that could influence eWOM credibility. The study also has meaning to fast-food retailers, as the model could be applied to formulate appropriate strategies and influence the online conversations and perceptions of consumers.

The interrelationships between relationship marketing constructs and customer engagement dimensions

ABSTRACT The study examines the interrelationships between selected relationship marketing constructs, namely customer satisfaction, trust, perceived value and commitment, and their effect on the dimensions underlying customer engagement. The study is quantitative and an explanatory research design was followed. A total of 489 self-administered questionnaires were collected from customers of short-term insurance providers on the basis of convenience. Customer satisfaction impacts positively on affective commitment and trust. Customer value also impacts positively on affective commitment and trust, while trust impacts positively on affective commitment. Affective commitment in turn impacts positively on the four customer engagement dimensions: interaction, attention, absorption and affection. The research findings offer an initial understanding of the interrelationships between key relationship marketing constructs and their ultimate effect on various customer engagement dimensions. These matters have received little attention in marketing research, and knowledge of the proposed relationships may lead to further research on this topic.

Perspectives on “other” customers’ roles in citizenship behaviour

Purpose The purpose of this paper is to examine the impact of source credibility (expertise and trustworthiness) on perceived value (perceived usefulness (PU)), as well as the latter’s impact on sub-dimensions of customer citizenship behaviour (helping and advocacy intentions (AIs)) in an electronic banking services setting. Design/methodology/approach In total, 439 respondents who use at least one form of electronic banking service and who have previously received positive messages about electronic banking services from other customers were approached to complete a self-administered structured questionnaire. Findings Source credibility dimensions have a positive and significant relationship with PU. PU in turn has a positive and significant relationship with helping intentions and AIs as forms of customer citizenship. Research limitations/implications The findings advance understanding of the extent to which customers rely on the perceptions of other customers in determining the usefulness of a service as well as their willingness to advocate the benefits of the service and help other customers. Practical implications The findings may guide retail banks in obtaining a greater understanding of the customer citizenship behaviour process and the extent to which banks can rely on customers to convince other customers of the benefits of electronic banking services. Originality/value This study offers insight into the antecedents of the advocacy and helping intentions sub-dimensions of customer citizenship behaviour. It also explains how value between customers can be created by considering the elaboration likelihood model and social exchange theories, and customer citizenship behaviour.

Passive innovation resistance – a conservative consumer perspective

Purpose More research is required into the underlying reasons for passive innovation resistance. This paper proposes that consumers who passively resist innovation may merely be conservative in nature and explores a conceptual framework that could explain and predict such behaviour. Design/methodology/approach Theories from the political sciences, social psychology and marketing were studied in trying to understand why some consumers are more conservative in nature and how their attitudes may affect their thoughts, feelings and actions in the marketplace. Findings Consumers may develop conservative attitudes, such as a need for cognitive closure, nostalgia, authoritarianism, a social dominance orientation, ethnocentrism and an anti-hedonic approach towards life to combat their fear of ambiguous situations and chaos associated with deviance from in-group values. Ultimately, these attitudes may influence consumer behaviour, such as being brand loyal, unwilling to try new options, and preferring nostalgic pr...