Thu Nguyen Quach

The effects of service quality on internet service provider customers’ behaviour: A mixed methods study

Purpose – The purpose of this paper is threefold: first, to identify the dimensions for evaluating the service quality of internet service providers (ISPs); second, to investigate the relationship between service quality and customers’ behavioural intentions; and third, to investigate the influence of ISP customers’ usage patterns on their perceptions of ISP’s service quality dimensions. Design/methodology/approach – The study employs a sequential exploratory mixed method design incorporating quantitative and qualitative elements. Data in Study 1 was obtained from 2,059 internet users using an online survey. The relationships between the constructs of the proposed conceptual model were tested using structural equation modelling and the bias corrected bootstrapping technique. Also, the moderating effect of internet usage was examined. Study 2 featured 30 in-depth interviews with internet users. Findings – The findings reveal that dominant service quality dimensions for ISPs were network quality, customer s...

Integrated Marketing Communications and Their Effects on Customer Switching Intention

ABSTRACT This research investigates the path from integrated marketing communications to switching cost, satisfaction, commitment, and switching intention among mobile telecommunications customers. This research is based on extant literature that brand awareness, image, and personality created by company integrated marketing communications influence consumer expectations. Exploratory research finds that consumers will be satisfied if the provider can fulfil its promises and meet customer expectations. Sales promotion has a direct relationship with switching costs. In turn, switching costs affects the level of commitment, which can be augmented by high consumer satisfaction. Customer satisfaction, commitment, and switching cost are direct antecedents of switching intention.

The impact of creative competence and project management on longevity of the client-advertising agency relationship

Purpose – The study aims to consider the overall impact of the service encounters and projects undertaken on the long-term relationship between the agency and its clients. Design/methodology/approach – The study uses a parallel mixed-method design incorporating quantitative and qualitative elements in the client–advertising agency context. Data obtain via an online survey in Study 1 were analysed using structural equation modelling and bias-corrected bootstrapping technique. Study 2 featured 15 in-depth interviews with marketing managers and project leaders. Findings – The findings revealed that advertising agencies deliver value and create trust through creativity aspects as well as project management processes. In addition, both perceived value and trust have crucial roles in fostering client–agency relationships and the continuance of business relationships. Value has a stronger direct effect on loyalty when compared with trust, confirmed by the results of Study 2. Several respondents pointed out the i...

From marketing communications to brand management: factors influencing relationship quality and customer retention

The research aims to investigate how to improve relationship quality and retain customers through marketing communications. The article presents an extensive review of the marketing literature relating to branding, relationship marketing, and marketing communications with a view to identifying effective ways to enhance brand personality, brand image, and brand awareness as well as relationship quality and, ultimately, customer retention. The exogenous constructs of the conceptual model include influential factors such as marketing communications, brand personality, brand image, and brand awareness. The endogenous constructs include cognitive and affective customer evaluations such as customers’ trust, satisfaction, value, and the resultant brand loyalty (retention). It is found that brand equity is important in determining customer expectations, which is an antecedent of customer satisfaction. Consumers will be satisfied with the brand if the initial expectations of the brand are nearly or entirely met. In return, high consumer satisfaction will augment the level of brand trust and brand value, eventually affecting repurchase intention. The study proposes that by enhancing marketing communications, firms can influence customers’ satisfaction, trust, and value and ultimately customer retention, which are critical for a companys success and long-term sustainability.