Key service drivers for high-tech service brand equity: The mediating role of overall service quality and perceived value

Abstract

This study investigates how different aspects of service quality could have effects on overall perception of service quality, perceived value, and service brand equity. Based on a survey of active users of mobile telecommunications services in Taiwan, we obtained the following findings. First, we found that empathy, network quality, reliability, and assurance, but not tangibles and responsiveness, have a significant effect on service quality and value perception. Second, the effect of overall service quality on brand equity is partially mediated by perceived value. Third, overall service quality has differential mediation effects on the relationships between specific service quality dimensions and perceived value. Finally, empathy and network quality have direct effects on brand equity. For managers, our study suggests the importance of identifying key service drivers for building strong service brand for high-tech service firms. The identification of key service drivers could then enable these firms to make strategic decisions on services investments. It also demonstrates the importance of the humanisation of technology for services firms. This study is original in that it explores the path from specific services qualities to service brand equity.     

The drivers of consumer value in the ECR Category Management model

This paper critically evaluates the proposed structure and contents of a frequently discussed Category Management (CM) model in the Efficient Consumer Response (ECR) context. Based on this we present an extensive empirical study where the data from a survey of 202 household representatives are merged with their actual purchasing data taken from a consumer purchase panel (>30,000 purchase observations). The results from an exploratory factor analysis and subsequent multiple regression analyses show that the investigated CM model needs to be amended by personnel and point-of-sale aspects as they affect Consumer Value significantly. The investigated differences between the drivers of Consumers' Value call for including both survey and consumer purchase data and consequently incorporating attitudinal and behavioural aspects into Category Management.     

The framing effect of coupon value for new products: an empirical study in China

Two experiments tested the coupon framing effect with both existing products and new products, whereby the percentage-off format (vs. cents-off format) held an overall advantage in consumers' value perception, thus leading to higher purchase intention. We also found that different product price levels (high vs. low) and product types (physical goods vs. services) moderated this framing effect. Moreover, the context of new products' purchase significantly made this effect more salient than that in existing products. These results could contribute to the guidance of price and promotion strategy for business practitioners, especially in new product launch management.     

The role of mobile value and trust as drivers of purchase intentions in m-servicescape

Building on the premises of the unified theory of acceptance and use of technology (UTAUT), this study introduces the concept of mobile servicescape (m-servicescape) and explores the drivers of purchase intentions in the mobile service environment. Data were collected from a sample of 284 service mobile users and analyzed using structural equation modeling. Results show that the dimensions of m-servicescape (i.e., aesthetic appeal, perceived security, and layout and functionality) generate mobile value (i.e., hedonic and utilitarian), which in turn, leads to user purchase intentions. Utilitarian value was found to have a higher effect on purchase intentions than hedonic value and trust was found to enhance this effect. We highlight theoretical contributions and offer managerial insight for mobile marketers and designers on the specificities of consumer behavior in the service mobile environment.     

湖北高新技术产品出口与GDP的关联性分析

高新技术产品汇聚了当代科技发展的前沿成果,代表一个国家或地区的核心竞争力水平.本文通过分析湖北省高新技术产品出口交货值与GDP的协整关系,论述了地区高新技术产品出口交货值对国民经济发展的促进作用.     

湖北高新技术产品出口与GDP的关联性分析

高新技术产品汇聚了当代科技发展的前沿成果,代表一个国家或地区的核心竞争力水平.本文通过分析湖北省高新技术产品出口交货值与GDP的协整关系,论述了地区高新技术产品出口交货值对国民经济发展的促进作用.     

The effects of consumer perceived value and subjective norm on mobile data service adoption between American and Korean consumers

The effects of consumer perceived value and subjective norm on using mobile data services between American and Korean consumers were examined to explain the differences and similarities in consumer mobile data service adoption behavior in this study. The antecedent effects of four dimensions of consumer perceived value showed different behavioral intention to use mobile data services between the two countries. Emotional value was found to be the most significant effect on using mobile data services for consumers in the two countries. Subjective norm was a significant antecedent of attitude and behavioral intention to use mobile data services for American consumers, but it was not evident for Korean consumers.     

Replicating,validating, and reducing the length of the consumer perceived value scale

This research reports an assessment of Sweeney and Soutar's (2001) consumer perceived value (PERVAL) scale. The PERVAL scale contains four dimensions: quality, emotional, price, and social values. The present study develops and evaluates two short forms of the original 19-item PERVAL scale based on Sweeney and Soutar's (2001) original data and three other studies in two different countries. In comparison with the full scale, the short 12-item and 8-item forms have equally good dimensional properties and equivalent predictive validity. The discussion includes implications, both for research and for retail managers.     

高新产品出口民企长袖善舞

近几年,以纺织品、小五金、轻工产品等劳动密集型产品为主打的中国出口商品结构开始有所改观:高新技术产品为主的机电产品所占比重逐年攀升,预计2004年机电产品所占比重将达到54％。高新技术产品的出口方兴未艾。 在这非凡的业绩中,民企的作用不可小觑。他们凭借灵活的机制,依靠政策的扶持,以创新为灵魂,以出口为导向,使高新技术产品的出口屡创新高。但在迅速扩张的同时,民企也面临着发展的瓶颈。如何解决?怎样应对?这是摆在每一个民企面前的问题。也许东软的发展历程对他们会有所启发。     

Vehicle head restraint positioning knowledge and behaviours in a sample of Irish drivers

A correctly positioned vehicle head restraint (HR) can reduce whiplash injury risk in collisions, however, HRs are often sub-optimally positioned. The primary aim of this study was to investigate vehicle HR position and driver knowledge of correct HR positioning in an Irish population. Secondary aims were to investigate the associations with driver age, gender and vehicle age. Data collection involved HR measurement and a driver questionnaire (n = 110). Just 27% of drivers had optimal HR positioning, while 30% had poor or marginal positioning. Newer vehicles (<5 years old) had better positioned HR in the horizontal plane (p = 0.036), than older vehicles. Younger drivers (<30 years) were more likely to have poorer positioning of HR (p = 0.002), than the 30 years or over group. Females were more likely to have better vertical positioning of their HR (p = 0.003) than males. Driver knowledge of correct position was variable, and not associated with actual HR position, with 65% knowing the correct vertical positioning standard but only 27% identifying the correct horizontal position. Many drivers have inadequately positioned HR, which needs to be addressed by improved vehicle design and public education.     

Cents of self: How and when self-signals influence consumer value derived from choices of green products

Consumers choosing between green and conventional products often believe such choices imply trade-off decisions, such that green products provide morally-related advantages but embody price or quality-related disadvantages compared to standard products. We study the consequences of such trade-offs for consumer value in the context of privately consumed green products. To develop our theoretical model, we draw from the perspective of self-signaling – consumers' act of signaling information about their internal qualities to their own self through choice. We explore how and when self-signals from such trade-off decisions influence consumer value gained from comparative choices of green versus standard products. Six studies were conducted, using divergent measures of the dependent variable, multiple product categories, and measured as well as manipulated self-concept clarity (SCC). We find a joint effect of self-signals from comparative choices and self-concept clarity on consumer value, such that positive self-signals lead to incrementally higher satisfaction and willingness to pay for consumers with low SCC but not significantly so for those with high SCC. Results show that this joint effect may occur for consumers with low SCC because they gain incremental value from perceived self-concept alignment – a state that is construed from the perception that a self-signal is aligned with the consumer's self-concept. This study contributes to marketing research by proposing and testing a novel mechanism that can underlie self-signaling.     

Men on a mission,women on a journey - Gender differences in consumer information search behavior via SNS: The perceived value perspective

Gender has a considerable effect on how consumers search for information, shaping their behavior through a variety of motives. Previous research shows that the benefit consumers wish to gain from the information influences their search behavior on social networking sites (SNS). This study examines the extent to which gender influences the connection between perceived information values and the choice of SNS information source: commercial (marketer-generated content) and non-commercial (user-generated content). A representative Facebook users' sample (N = 525) and SEM statistics show gender differences in search behavior on SNS. Findings also demonstrate the impact of gender on the relationships between information values and preferred source of information, and demonstrate different motivations for male and female search behavior. The implications for both theory and practice are presented and analyzed.     

The strategic drivers of drop-shipping and retail store sales for seasonal products

Retailers that sell seasonal products face significant challenges when planning inventory assortment. The incorporation of drop-shipping into their operations, wherein suppliers own and ship products directly to consumers at retailers’ requests, has only complicated these challenges. This study investigates multichannel assortment planning of retailers that sell seasonal products. We first capture structural properties of multichannel retailing of seasonal products through a simple and parsimonious analytical model. The analytical model uncovers key seasonal product attributes that make it more attractive for retailers to allocate a product for sale in the drop-shipping channel than in the store channel. We then empirically assess the findings of the analytical model. Using a rich and unique dataset from the fashion retail industry, we test relationships between product attributes and retailers’ channel choice. The application of a generalized linear latent and mixed model controls for selection bias by jointly estimating retailers’ likelihood of allocating a product’s inventory to the drop-shipping channel and the allocated volume in each channel according to the product’s characteristics. The empirical findings suggest that retailers are less likely to drop-ship products that are colored, irregularly sized, and offered in more style variants. They also unveil cross-channel effects in terms of inventory amounts allocated for sale in each channel according to those characteristics. Our analytical and empirical assessments jointly demonstrate the complementary roles played by drop-shipping and store channels for seasonal products and offer important academic and practical implications.     

价值链视角下农产品流通渠道模式研究

导致农产品销售困难、农民收入增长缓慢等问题的一个重要因素就是农民在农产品流通渠道中的缺位。运用价值链理论对现有的农产品流通渠道模式进行改造,构建新的农产品流通模式,引导农民进入附加值更高的农产品流通领域,是从根本上改变上述状况的有效途径。     

论高新技术企业战略联盟

基于所讨论的高新企业战略联盟的作用、实现过程和中国现阶段高新技术企业的发展事例,作为一种新的竞争方式,一种新的管理创新,一种新的“互赢”规则,高新企业战略联盟应该成为中国高新技术企业,尤其是微小型高新技术企业壮大自己、发展自己、应对新世纪全球竞争的必经之路和发展方向。     

The principle of the procedural just value

With the development of the society,the improvement of the law system has attracted the widespread attention.The writer tries to discuss this problem in procedural just value's principles attitude and also tries to prove that procedural just value's principles has independent content and significant status in judicial procedure.And the generalized a variety of principles and created the definition about it.     

Exploring hotel brand attachment: The mediating role of sentimental value

Brand attachment is at the core of building strong consumer brand relationships, which has important strategic significance for hotel enterprises and brands in acquiring a sustainable competitive advantage. Currently, neither the mechanisms underlying brand attachment nor the factors influencing hotel brand attachment are clearly understood. Functional, symbolic, and hedonic needs influence brand selection. This paper analyzed the effect of these three factors on consumers’ perceived value and brand attachment. The mediating effects of customer sentimental value were also evaluated. This study expands our understanding of what determines brand attachment by showing that sentimental value mediates the relationships between functional value, symbolic value, hedonic value, and brand attachment. It also has managerial implications for the hotel industry.     

The principle of the procedural just value

With the development of the so-ciety,theimprovement of the law system has at-tracted the widespread attention.The writer tries to discuss this problem in procedural just value's principles attitude and also tries to prove that procedural just value's principles has indepen-dent content and significant status in judicial procedure.And then generalized a variety of principles and created the definition about it.     

Safety evaluation of heavy metals exposure from consumer products

The determination of heavy metals in consumer products is crucial for the safety appraisal and sources classification of human and environmental exposures. These products contain various undisclosed chemical constituents with no or little known health safety information. The public is generally unaware of these types of everyday exposure from chemical constituents of consumer products and their health consequences. In this study, we recorded a body of proof demonstrating potential harm of consumer goods, by determining concentrations of total cadmium (Cd), chromium (Cr), copper (Cu), zinc (Zn), iron (Fe), lead (Pb) and nikel (Ni contents in a variety of personal care products (n = 82) commonly used in Nigeria, using flame atomic absorption spectrometer after dry and wet digestion methods. The results of the analysis indicated that the range of Cd was 0.035 ± 0.023–0.467 ± 0.167 ppm, Cr 0.015 ± 0.009–0.435 ± 0.232 ppm, Cu 0.230 ± 0.08–0.603 ± 0.025 ppm, Zn 0.003 ± 0.005–0.743 ± 0.066 ppm, Fe 0.233 ± 0.219–1.401 ± 1.878 ppm, Pb 0.02 ± 0.007–0.2050.129 ppm and Ni 0.035 ± 0.015–0.093 ± 0.06 ppm. The values of Cd and Cr are a cause for alarm because the elements are not allowed in any amount in cosmetics. Despite the fact that zinc is essential in the body, the values obtained in this study deserves safety concerns due to cumulative effect, arising from incessant exposure.     

Expectancy‐value theory contributes to understanding consumer attitudes towards cow's milk alternatives and variants

Although South Africans mostly consume cow's milk, cow's milk alternatives/variants are increasingly becoming popular and this could be attributed to higher demand and changing consumer attitudes. Using expectancy‐value theory approach, this study aimed to explore consumers' beliefs that exist to influence their attitude towards cow's milk alternatives/variants and consequently the acceptance or non‐acceptance thereof. Thirteen focus groups, each with four to eight participants, were conducted at the University of South Africa (Unisa) Science Campus in Florida, Gauteng, South Africa. Genders were separated to improve the facilitation of the discussion. The semi‐structured discussions explored and gave an insight into consumer attitudes and perceptions that influence acceptance of cow's milk alternatives/variants. The recorded discussions were transcribed and the content was analyzed for emerging themes and categories by two independent parties, who then compared these emerging themes and categories. Results showed that the primary factors that influence consumers' beliefs and, ultimately, attitude formation and predisposition to accept or reject cow's milk alternatives/variants are acquired through knowledge and perceptions coming from (1) direct experiences, such as familiarity with the products' internal and external attributes, conditional willingness and causal factors, (2) indirect experiences ingrained from childhood and (3) association, where consumers had no reference to the product to attach attributes for belief formation, leading to being astonished at the thought, being curious about the product or having no interest in it. This study demonstrated that consumers' acceptance of cow's milk alternatives/variants will ultimately depend on product‐related expectations.