Zuraidah Zainol

Determining the Key Factors of Customer–Brand Relationship Investment Dimensions: Insights From Malaysian Mobile Phone Users

This study aims to empirically test a scale to measure the dimensions of relationship investment. An exploratory factor analysis and reliability analysis were conducted on a sample of 150 mobile phone customers, whereas a confirmatory factor analysis was conducted on a sample of 539 customers. The results identified 2 dimensions each for customer and brand investment and validated the measurement items for each dimension. Thus, this study offers a sound scale for potential use in future studies and a useful tool for companies to use to diagnose and plan for an effective engagement strategy.

Application of Relationship Investment Model in Predicting Student Engagement towards HEIs

ABSTRACT Using the Relationship Investment Model, this study examines the effects of satisfaction, relationship investment dimensions, and alternative attractiveness on student commitment and, consequently, on student engagement towards higher education institutions (HEIs). This research adopts the positivism, quantitative, and deductive approaches. Data were gathered from a sample of 250 students through the street-intercept systematic sampling and were analyzed using structural equation modelling. The findings reveal that satisfaction and student direct investment significantly affect student commitment, which in turn influences student engagement towards HEIs. While the findings provide guidance to HEIs in designing an effective engagement program that will ensure their relevance in the competitive educational world, this research is limited by several factors, which will require refinement and replication in future research.

Does Psychological Contract Violation Moderate the Impact of Severity and Recovery Satisfaction on Boycott? An Analysis of Halal Violation

ABSTRCK Halal violation is a critical issue in the Islamic market, but little is known on its impact on the Muslim consumer. Thus, this study investigates the effect of psychological contract violation (PCV), recovery satisfaction, and severity of halal violation on product boycott. The moderating role of PCV in the relationship between recovery satisfaction and seriousness of a violation on the product boycott is also examined. Data collected from a sample of 360 customers were analyzed using PLS-SEM. The results show that recovery satisfaction, severity, and PCV significantly influence product boycott and PCV significantly moderates the relationship between recovery satisfaction and product boycott. This study provides new insights into the relationships among recovery satisfaction, the severity of the halal violation, psychological contract violation, and product boycott and helps the managers to design recovery action toward halal violation.

Student Engagement Towards HEIs: Relationship Marketing Perspective

To effectively retain high quality students, it is critical for the HEIs to provide an excellent customer experience across the student lifecycle. Thus, adopting the relationship marketing perspective, this study extends the Relationship Investment Model in order to identify the determinants student engagement with the institutions. Specifically, this study attempts to examine the effect of satisfaction, dimensions of relationship investment and alternative attractiveness on commitment, and consequently on the student engagement towards HEIs. The findings of this study are expected to reveal the significant predictors of student commitment and consequently on student engagement. The findings may as well provide the foundation that fit the HEIs to design an effective program that will engage the students and consequently ensure their relevance in the competitive educational world.

Halal violation episode: does severity and trust recovery impact negative consumption behavior?

Purpose Managing trust recovery in case of violation of halal products should be seen in light of the severity of violation as perceived by the consumer. This study aims to investigate how the severity of violation on halal directly impact negative consumer behavior (avoidance, boycott and revenge), and its moderating effect on the relationship between trust recovery and avoidance, boycott and revenge. Design/methodology/approach In total, 212 questionnaires were distributed amongst customers who were aware and/or had experienced the violation of a halal product in Klang Valley, Malaysia – each of whom were selected using convenience sampling methods. Data were analyzed using descriptive statistics and structural equation modelling techniques, were partial least squares (PLS) software was used to measure the direct and indirect relationships between the variables. Findings The results of this investigation showed that trust recovery and negative consumer behavior are negatively related; severity is positively related to avoidance, boycott and revenge; and severity moderates the relationship between trust recovery and avoidance. Research limitations/implications Empirically, it was found that severity and trust recovery are a significant component that influence negative consumption behavior. This study has significant implications alongside research implications despite some limitations. Practical implications In a severe violation case, a company needs to ensure that the strategy to fix the problem is genuine and trustworthy, as consumer trust on the recovery action by company is significance to influence customer avoidance in consuming the company’s product. Originality/value The uniqueness of this study exists in the fact that it is the first known one to concentrate on halal violation and examine the moderating effect of severity of halal violation on the relationship between trust recovery and negative consumer behaviors (avoidance, boycott and revenge).