Kok Wei Khong

The perceived impact of successful outsourcing on customer service management

Purpose – The purpose of this paper is to examine the perceived impact of outsourcing on customer service management.Design/methodology/approach – The examination was conducted via a survey on 124 companies in Malaysia. Using the framework from Elmuti, factors manifesting customer service management were regressed on the key factors manifesting successful outsourcing. Hence a model was contrived. Structural equation modelling (SEM) was used to estimate the model.Findings – The model was able to provide predictive implications on customer service management, given the activities of key factors manifesting successful outsourcing. In other words to improve customer service management, companies could control their outsourcing activities.Originality/value – This paper offers an approach to measure the effects of multiple independent variables on multiple dependent variables. Using SEM, multivariate analyses were mathematically represented in a single equation. In this equation, companies could holistically co...

Examining the antecedents of persuasive eWOM messages in social media

Purpose – Numerous electronic word-of-mouth (eWOM) studies have been conducted to examine the effectiveness of persuasive eWOM messages. Despite the impact of eWOM messages in decision-making processes, few researches have directly tested potential antecedents of persuasive eWOM messages among message recipients in social media context. The purpose of this paper is to critically discuss and examine the determinants of persuasive eWOM messages when message recipients intend to accept and use eWOM messages. Design/methodology/approach – The authors reviewed extant literature of eWOM and proposed hypotheses regarding persuasive eWOM messages in social media context. A survey of 78 respondents was conducted and the data were analysed using SmartPLS. Findings – This study found that argument quality, source credibility, source attractiveness, source perception and source style are critical antecedents of persuasive eWOM messages. The PLS results suggested that source credibility (trustworthiness), source perce...

Business process re‐engineering in Malaysian banks and finance companies

Business process re‐engineering (BPR) is a management technique that radically rethinks and redesigns business processes to achieve dramatic improvements in business performance such as customer service and quality. The acceptance of BPR has been reinforced by the implementation of re‐engineering initiatives in many Malaysian banking institutions and the Central Bank of Malaysia, Bank Negara, is in favour of these initiatives. Nevertheless the effectiveness of BPR in this context has hitherto not been investigated. The aim of this paper is to investigate the effectiveness of the critical success factors (CSFs) of BPR implementation process in the Malaysian banks and finance companies. Several hypotheses were tested concerning the relationships between the CSFs of the BPR implementation process and the performance of the enterprise, i.e. customer service performance and business performance. With the assistance of Institut Bank‐bank Malaysia (IBBM), 103 questionnaires were completed and analysed.

Integrating Health Belief Model and Technology Acceptance Model: An Investigation of Health-Related Internet Use

Background Today, people use the Internet to satisfy health-related information and communication needs. In Malaysia, Internet use for health management has become increasingly significant due to the increase in the incidence of chronic diseases, in particular among urban women and their desire to stay healthy. Past studies adopted the Technology Acceptance Model (TAM) and Health Belief Model (HBM) independently to explain Internet use for health-related purposes. Although both the TAM and HBM have their own merits, independently they lack the ability to explain the cognition and the related mechanism in which individuals use the Internet for health purposes. Objective This study aimed to examine the influence of perceived health risk and health consciousness on health-related Internet use based on the HBM. Drawing on the TAM, it also tested the mediating effects of perceived usefulness of the Internet for health information and attitude toward Internet use for health purposes for the relationship between health-related factors, namely perceived health risk and health consciousness on health-related Internet use. Methods Data obtained for the current study were collected using purposive sampling; the sample consisted of women in Malaysia who had Internet access. The partial least squares structural equation modeling method was used to test the research hypotheses developed. Results Perceived health risk (β=.135, t 1999=2.676) and health consciousness (β=.447, t 1999=9.168) had a positive influence on health-related Internet use. Moreover, perceived usefulness of the Internet and attitude toward Internet use for health-related purposes partially mediated the influence of health consciousness on health-related Internet use (β=.025, t 1999=3.234), whereas the effect of perceived health risk on health-related Internet use was fully mediated by perceived usefulness of the Internet and attitude (β=.029, t 1999=3.609). These results suggest the central role of perceived usefulness of the Internet and attitude toward Internet use for health purposes for women who were health conscious and who perceived their health to be at risk. Conclusions The integrated model proposed and tested in this study shows that the HBM, when combined with the TAM, is able to predict Internet use for health purposes. For women who subjectively evaluate their health as vulnerable to diseases and are concerned about their health, cognition beliefs in and positive affective feelings about the Internet come into play in determining the use of health-related Internet use. Furthermore, this study shows that engaging in health-related Internet use is a proactive behavior rather than a reactive behavior, suggesting that TAM dimensions have a significant mediating role in Internet health management.

Building trust in internet banking: a trustworthiness perspective

Purpose – Based on the trust theory, the purpose of this paper is to empirically examine the role of trustworthiness and trust in users’ intentions to continue using internet banking. Further, the authors position the trust beliefs of competence, benevolence, integrity, and shared values as key antecedents of trustworthiness and trust. Design/methodology/approach – A questionnaire survey was used to collect responses from 227 actual users of internet banking in Malaysian context. A PLS analysis was conducted to explore the relationships between trusting beliefs, trustworthiness, trust, and internet banking use. Findings – Empirical findings show that trusting beliefs of consistency, integrity, and shared values determine the trustworthiness and trust in internet banking. Moreover, trust was found to mediate the relationship between trustworthiness and internet banking use. Practical implications – The study findings help managers understand the factors that determine Malaysia users trust and trustworthiness perceptions in internet banking. With reports indicated increase in internet banking use in Malaysia, the study findings provide important insights into enhancing users’ trust in internet banking for future transactions. Originality/value – Unlike previous studies that have largely focussed on technology factors, this study based on trust theory proposes that trust is important for users to continue using internet banking services. In developing this trust, the authors propose that trustworthiness is of vital importance. Further, the authors propose and show that trusting beliefs of competence, integrity and shared values influence user trustworthiness and trust in internet banking use. Thus, this study extends the understanding of the internet banking use in Malaysian context.

BSEM estimation of network effect and customer orientation empowerment on trust in social media and network environment

This paper presents a stochastic model that identifies network effect and customer orientation empowerment as strong antecedents of trustworthiness and trust in social media network environment. As Trust is emerging as a critical influencer of consumer behavior in organizations, social media has become the facilitator or the enabler of this influence. This paper aims to explore and examine the relationships amongst the antecedents of trust in the context of the social media network environment via Bayesian estimation and testing of the structural equation model. In facilitating the estimation of the stochastic model, a survey was conducted on 255 social media users. A series of statistical analyses were conducted prior to the estimation using Bayesian Markov Chain Monte Carlo (MCMC). Results showed that network effect and customer orientation empowerment were significant predictors of trustworthiness and trust. Bayesian MCMC results confirmed that the findings were consistent with the literature.

Path analysis of atmospherics and convenience on flow: the mediation effects of brand affect and brand trust

Although there has been extensive research on retail environments and the effects of atmospherics on consumer behaviour, research of this nature in developing countries such as Malaysia is still scant in spite of the proliferation of shopping malls. In this study, the role of atmospherics and locational convenience was examined. The mediating effects of brand trust and brand affect were also tested on the relationship between the dependent variables: atmospherics and locational convenience on flow and the dependent variable using structural equations analysis. Data for the present study were collected from shoppers exiting shopping malls in Kuala Lumpur/Petaling Jaya. A total of 698 responses from 11 malls were analysed. Results show an absence of the direct effect of atmospherics and locational convenience on flow, contrary to findings of past research which show a direct effect on approach/avoidance behaviour. The present study supports findings of more recent studies that suggest the presence of intervening variables, i.e. the hypothesised mediating role of brand trust and brand affect on the relationship between atmospherics and flow, and between locational convenience and flow. Findings suggest that the pleasant environment and locational convenience together evoked brand affect and brand trust, which in turn affects flow. Gender effect on the hypothesised relationships was tested. Results show that male and female shoppers tended to respond differently to the exogenous variables of atmospherics and locational convenience. Limitations and directions for future research are suggested.

Conceptualizing Persuasive Messages Using ELM in Social Media

Elaboration Likelihood Model (ELM) assumes that consumers interpret persuasive messages by applying central and peripheral routes in a particular environment. Companies are trying to maximize the potential of social media in their marketing communication strategies. This study aims to conceptualize persuasive messages using ELM in a social media perspective, propose a conceptual framework, and systematically review and analyze extant theories and models pertinent to persuasive communications. ELM is considered a feasible and useful approach to elucidate the persuasive information process by consumers in the social media context. Findings revealed that there were an increasing number of studies using ELM in the social media context. The authors believed that this study shed light on further potential studies in ELM in the social media environment. The proposed conceptual framework underlined critical constructs and parameters of information processing so that marketers could formulate effective communication strategies in the social media environment.

Persuasive Communication: A Study of Major Attitude-Behavior Theories in a Social Media Context

Although numerous studies on attitude-behavior theories exist in the social media context, few extensive studies have been conducted in reviewing and classifying the extant literature. This study aims to critically review, discuss, and examine five major attitude-behavior theories in the social psychology field. Theory of Planned Behavior, Elaboration Likelihood Model, Heuristic-Systematic Model, Cognitive Dissonance Theory, and Social Judgment Theory have been empirically dissected and reviewed in a systematic manner, after which criticisms and compliments of these theories have been observed and evaluated. The significance of the study is to identify the trend of applying attitude-behavior theories to manifesting practical social media marketing implications. This study found that Elaboration Likelihood Model studies are trending upward among persuasive communication studies in the context of social media.

Shopper perception and loyalty: a stochastic approach to modelling shopping mall behaviour

Purpose – The study of shopping mall patronage behaviour includes concepts such as mall attributes and attractiveness, motivations and patronage choice. The purpose of this paper is to examine the effects of shopper loyalty and perception towards shopping malls. Design/methodology/approach – A survey using a systematic random sampling method was conducted on mall shoppers in major shopping malls in the most developed urban centres of Malaysia. Using a series of multivariate techniques, a stochastic model was developed to measure the impact of perception of malls on patronage loyalty. The model also estimated the mediating effects of brand trust and brand affect on patronage loyalty. Reliability and validity tests were conducted to measure the internal consistency and validity of the constructs. Findings – The results provided support for the hypothesised relationships between perception and loyalty. The results also suggested that malls generally have their own loyal patrons who not only perceive the mall...