Noel Yee-Man Siu

Measuring Service Quality in Internet Banking

Abstract Past research on measuring service quality in Internet banking is scarce. This study adapts the dimensions of the SERVQUAL (Zeithaml et al., 2000, 2002) and attempts to examine customers service quality perceptions in Internet banking, as well as the impact of these perceptions on customer satisfaction and future consumption intentions. Hong Kong, a regional trading and services hub in Asia, is adopted as a case study. Four analytical dimensions are identified: credibility, efficiency, problem handling and security. Findings indicate that all dimensions except security are found to be important in determining overall service quality perceptions. Credibility, problem handling and security have significant impact on customer satisfaction. Moreover, security and efficiency are significantly associated with future consumption behavior. Implications are discussed and recommendations are offered for improving Internet banking services.

Adapting Consumer Style Inventory to Chinese Consumers: A Confirmatory Factor Analysis Approach

Abstract This study examines theapplicability of Sproles and Kendalls Consumer Style Inventory (CSI) in China. A sample of 357 students and a sample of 387 adult consumers have been used to purify the scale. The dimensions of the CSI were re-examined and validated using confirmatory factor analysis. Thefindings show that four decision-making styles are relatively stable in our study. They are Perfectionistic, Brand Conscious, Novelty-Fashion Conscious and Recreational. It is suggested that the Price Conscious factor needs to be redeveloped if the CSI isto beapplied to different cultures. Implicationsfor businesspractitioners are discussed and suggestions for future research are provided.

Opportunism as the Inhibiting Trigger for Developing Long-Term-Oriented Western Exporter-Hong Kong Importer Relationships

Notwithstanding the extensive literature on opportunism in buyer–seller relationships, scant empirical attention has been given to this issue in both international and Chinese contexts. Using a sample of 202 Hong Kong Chinese importers, this article highlights the harmful effect of Western exporters’ opportunism on importers’ long-term orientation through the intervening role of key behavioral constructs. The study confirms almost all hypothesized associations between the constructs examined, indicating that an exporters opportunistic behavior reduces trust and generates conflict. In turn, low trust reduces commitment, and conflict impedes communication. Low levels of both commitment and communication reduce importers’ satisfaction, which inhibits their long-term orientation. The importers proactive initiation of the relationship moderates the link between opportunism and trust but not that of opportunism with conflict. The study also confirms the moderating role of importer dependence and exporters’ marketing adaptation on the association of satisfaction with long-term orientation. The authors find moderating effects on this association through the Chinese constructs of renqing and mianzi, albeit in the opposite direction to that hypothesized.

A Study of the Expected Adoption of Online Shopping- The Case of Hong Kong

Abstract The study focuses on an examination of the personal characteristics of the potential early adopters and an identification of crucial perceived innovation attributes for online shopping, using Hong Kong as a case study. Results indicate that the economic gains, availability, compatibility, security risk, monthly income, opinion leadership on technological product, attitudes towards technological development as well as venturesomeness are the key factors in classifying potential adopters. Managerial implications are discussed and recommendations are offered that help marketers in segmentation, promotion and product design.

Interpersonal Factors as Drivers of Quality and Performance in Western–Hong Kong Interorganizational Business Relationships

The authors report the findings of a study conducted among a sample of 202 Hong Kong–based Chinese importing companies regarding their working relationships with Western export manufacturers. In particular, the study emphasizes the effect of interpersonal factors on financial performance through the intervening roles of intercompany trust and relationship quality. Using structural equation modeling, the authors confirm that (1) several interpersonal relational dimensions—namely, personal communication (sijiao), personal credibility (xinyong), and personal affection (ganqing)—positively influence interfirm trust; (2) trust plays an instrumental role in enhancing the components of the interfirm relationship quality (i.e., cooperation, commitment, and satisfaction); (3) interfirm relationship quality is positively related to superior financial performance; and (4) most of the associations between each of the interpersonal factors and interfirm trust were moderated by the importers size and foreign suppliers origin as well as by the length of the relationship and which party initiated the relationship. The authors extract several conclusions and implications from the findings and provide directions for further research.

Service Quality in Grocery Retailing: The Study of a Japanese Supermarket in Hong Kong

Abstract Current measures of service quality of retail grocery in the global market are scarce. A Retail Service Quality instrument is adopted to examine the service quality of a Japanese supermarket in Hong Kong and its impact on customer satisfaction and future consumption behavior. Five service dimensions emerged in the study. They are namely, Personal Interaction, Trustworthiness, Physical Aspect, Policy and Reliability. Of these dimensions, Personal Interaction and Physical Aspect are shown to be the salient elements in determining customer satisfaction and future consumption behavior. Implications and recommendation for retailers are discussed.

Exploring cosmetics advertising in southern China

China is now one of the largest and fastest-growing advertisement markets in the world. This research provides insights to assist advertising executives in their bid to target cosmetics consumers in Hong Kong and Shenzhen. Despite a tendency to retain certain traditional values, we find that Chinese women in these cities have increased their status and independence, and are inspired by western brands, music and images. We discover some significant differences between these markets, which suggest that some adaptations may be required in terms of advertising appeal, model selection and media focus, when designing advertising campaigns that will influence the consumer groups in these cities.

The role of brand equity and face saving in Chinese luxury consumption

Purpose This paper aims to investigate the impact of brand equity on Chinese consumers’ affective attitudes toward luxury brands and their behavioral intentions by applying the cognitive-affective model. The interaction effect between face saving and consumer’s affective attitude on luxury consumption is also examined. Design/methodology/approach A field survey was conducted using a sample of 248 luxury consumers in three Chinese cities. Findings Brand equity was found positively to predict Chinese consumers’ affective attitudes and their willingness to pay a premium price for a luxury brand. Moreover, consumers who highly value face saving were found to be more willing to pay a premium price, even though they hold a less positive attitude toward the brand. Research limitations/implications The use of cross-sectional survey data with young Chinese consumers in first-tier cities may limit the generalizability of the findings as well as precluding the making of causal inferences. Practical implications Global luxury marketers who plan to enter the China market can utilize marketing strategies to create prestigious value and appeal to consumers who seek for social approval and status. Originality/value Previous published studies of brand equity and luxury consumption have primarily emphasized Western markets. These findings advance our understanding of luxury purchase intention among young Chinese consumers, for whom the need for social acceptance acts as a crucial motivator in luxury consumption. The results contribute to amplifying the brand equity concept by taking cultural context into consideration.

Must Service Recovery Justice Lead to Customer Satisfaction? The Moderating Effects of Cultural Variables

Providing zero-defect service should be the desired objective of all service marketers, but service failure is common and inevitable due to the unique characteristics of services. The present study advances the literature by examining the moderating roles of concern for face (CFF) and belief in fate (BIF) in the relationships linking distributive and interactional justice, and post-recovery satisfaction. The relationship between post-recovery satisfaction and service quality is also explored. The model is empirically tested using survey data collected from 600 telecommunications service customers in Hong Kong, and analyzed using partial least squares (PLS) technique. The findings indicate that CFF strengthens the relationship between interactional justice and post-recovery satisfaction, while BIF strengthens the effect of distributive justice on post-recovery satisfaction. Results signal the importance of employee training and self-service for face protection and free-of-charge services for fate control. Besides, post-recovery satisfaction is positively related to perceived service quality. It is the first study to explore cultural variables (CFF and BIF) as moderators in the relationship between service recovery justice and post-recovery satisfaction.

Enhancing Positive Disconfirmation and Personal Identity Through Customer Engagement in Cultural Consumption

Based on the expectancy-disconfirmation theory, the linkage between disconfirmation and satisfaction has been discussed for decades. Customer engagement has emerged as significant research area due to its role in enhancing competitive corporate advantage. Nevertheless, little is known about the role of customer engagement in explaining disconfirmation and personal identity. Using museums as a research context, this research extends the literature by investigating the role of customer engagement in disconfirmation model. Using a sample of 465 museum visitors, the research findings indicate that both knowledge and entertainment expectations of customers determine their perceived knowledge and entertainment performance of cultural organizations interchangeably. Further, customer engagement is found to be affected by customer’s perceived expectations and performance, and it subsequently leads to disconfirmation. Results also show that customer’s personal identity can be achieved by higher levels of positive disconfirmation.