ASEAN Marketing Journal
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Customer Value, Satisfaction and Behavioral Intentions: the Effects of Consumer Search Behavior
No full textThis study develops and tests an integrative model to examine the relationships among customer value, satisfaction and behavioral intentions based upon a typology of consumer search behaviors. The model was tested using surveyed data from 546 customers of car insurance in Melbourne, Australia. The findings demonstrate that each type of consumer (passive, rational-active, relational-dependent), performs differently on the relationships among customer value, satisfaction, and behavioral intentions. The identification of value, satisfaction, and behavioral intentions within each search behavior allows managers to deliver optimal value and satisfaction to their consumers.Keywords: customer value, satisfaction, behavior intensions, consumer behavio
Perceived Usefulness as Key Stimulus to the Behavioral Intention to Use 3G Technology
No full textA new technology usually faces the challenge to be accepted by consumers. Because of the unique features of new technology, it needs certain approaches to enhance its acceptance. Technology Acceptance Model (TAM) is widely used to study the behavior of organizations and consumers in ac-cepting a new technology. A modified TAM model is applied in the current study to test the impact of advertising appeals of perceived usefulness, perceived ease of use, and social factors on behavioral intention to use 3G technology. Experimental method is utilized on four groups (30 people each) of undergraduate students of Atma Jaya Catholic Univesity. The result shows significant impact of the advertising multimedia exposed to the subjects, specifically perceived usefulness. It is concluded that perceived usefulness is the most salient reason among Atma Jaya Catholic University’s students in consuming 3G technology.Keywords: Technology acceptance model, consumer behavior, 3G technology, advertising appeal, intention to us
Consumer Innovativeness Model of Indonesian Young People in Adopting Electronic Products
No full textIt is important for marketers to understand how innovators respond to the introduction of new products. This paper investigates consumer innovativeness (CI) from meta-analysis study as suggested by Nasution and Garnida [2011] and examines the simultaneous impacts of CI on new product adoption. Nasution and Garnida [2010] proposed three different perspectives in conceptualizing the CI model. First, the generalist stream that represents a generalized personality trait that engenders consumers to adopt new product. Second, the particularist stream that focuses on product adoption behavior within a specific domain of interest. Third, the integrator perspective that proposes to integrate these two streams by putting domain-specific innovativeness as a mediating factor in relationship between general innovativeness trait and new product adoption.A structural equation model is used to test hypotheses using empirical data from 607 respondents in electronic products adoption. The result shows that the integrator perspective provides the best model in representing the empirical data. The finding of the integrator perspective reveals that domain specific CI mediates the relationship between general innovativeness trait and new product adoption. Specifically, subjective knowledge and hedonic idea shopping enhances the actuality of new products.The findings provide an explanation to the less than consistent relationship between consumer innovativeness and new product adoption. However, a single research context of electronic products and student sample may become one of the limitations and future studies needed to replicate the perspective of CI in different research contexts for greater generalizability and the use of non-student sample. The findings have implications for the innovation adoption theory, for managers involved in the introduction of new products, and for future research on innovation adoption.Keywords: Consumer Innovativeness, innovation, electronic, adoptio
Employee participation in the private sector in Malaysia: The Applicability of Favourable Conjunctures Model
No full textEP is one crucial aspect of the employment relationship in both private and public organisations in many countries. In 2001, Poole, Lansbury and Wiles developed a model for comparative EP, which they named the Favourable Conjunctures Model. So far, this model has only been applied in developed countries such as the United States of America, United Kingdom, Australia and Europe. There it was applied in order to examine worker participation from the national perspective. No extensive study has been conducted using this model to explain worker participation practices at the company level. In parallel with this aspect, this model also has never been used to explain the nature of EP in the Asian developing countries. This current research will use the Favourable Conjunctures Model to examine the nature of EP in private enterprises based on empirical study carried out in Malaysia. The argument of this paper is that the Favourable Conjunctures Model of Industrial Democracy (Poole et al. 2001) is inadequate to elucidate the characteristics of EP in Malaysia. Based on empirical findings from three private companies in Malaysia, the paper argues that there are many contextual factors that influence the nature of EP in Malaysian private companies that are not taken into account by the model. They are:multi-ethnic (cultural) influences, the repressive role of state in the Malaysian industrial relations, the New Economic Policy and industrialisation plan, Islamic working ethics, the influence of a British colonial history, lack of training among non-managerial employees in EP, the impact of foreign direct investment on industrial relations, to identify a few. Based on this study, it is proposed that the present Favourable Conjunctures Model of Industrial Democracy (Poole et al. 2001) be modified based on the contextual factors discussed above. The paper concludes that the western model of EP could not be directly applied in Malaysia without some adjustment of the model.Keywords: Employee participation, Favourable Conjunctures Model, Industrial Relation
Perceived Justice in Political Marketing: An Exploratory Study
No full textThe purpose of this study is to criticize and develop the construct of equity theory within the framework of perceived justice. Specifically, this study aims to investigate perceived justice construct in political marketing perspective.Sample of the research consist of voters of political parties in Indonesia.Data were collected through interviews and a survey using a structured questionnaire with a purposive sampling method to 150 respondents.The study use exploratory factor analyses and Cronbach Alpha method to test the construct validity. The research also use measurement model of structural equation model (SEM) which is the same as confirmatory factor analysis procedure. Qualitative method also used in this research to investigate the new construct of perceived justice in political marketing. Result of the study found that procedural justice has weak construct validity and the definition of the construct is not clear. Findings the new concept of justice in a political marketing perspective discussed in this article.Keywords: procedural justice, distributive justice, interactional justice, factor analysi
Customer Perceived Brand Equity in Measuring Consumption Preference towards Local and Imported Products: A serial Studies on Urban and Suburban Level of Indonesia Society in Greater Jakarta
No full textThis study generally aims to analyze how the preferences of Indonesian as a customer in consuming local and imported products. The specific purpose of this study is to confirm measurement tools of the customer perceived brand equity, which are product country image, culture, marketing mix, and product quality. The result of this study indicates that Indonesian consider much about the marketing mix and product quality, while not so much considering culture.The product country image on the other hand gives the opposite effect. It is significantly related but has negative impact to the customer preference. This study is expected to provide insight on factors that contribute to form customer preference, consumption, and behavior in consuming local and imported product. It is expected that this study can bring impact in increasing local product competitiveness so that local and imported product could compete equally.Keywords: Customer Perceived Brand Equity (CPBE), consumption preference, culture, product coun-try image, product qualit
Value Added Service and Service Quality from the Customer’s Perspective: An Empirical Investigation in Thai Telecommunication Industry
No full textIncreasing global competition has led to an intensively competitive market among service providers. Several organizations have created and developed a variety of products or services; in particular the telecommunications industry has developed mobile phone services. Various value-added services linked to mobile phone services, such as communication, entertainment, information services and money transfer services have been intensively incorporated to sustain and serve the customer’s need, which in turn demands performance maximization. In service marketing literature, SERVQUAL and SERVPERF have been reported as failing to measure service quality in new industries such as the retail industry’s B2B service. Therefore, service quality models for the mobile phone service industry need to be further developed.Service quality models have placed little focus on value-added services and no research has yet operationalized the concept of value-added services in a service quality model from the customer’s perspective of the service industry. Hence, this paper aims to conceptualize a service quality model based on Gronroos’ Model, other exploratory research and the current market situation in the service context. A total of 998 structured questionnaires were distributed to pre-paid mobile phones users in nine provinces around Thailand. The results indicate four dimensions of service quality. The value-added services have shown a particularly high level of measurements of satisfaction. These findings reveal a meaningful insight into how customers perceive the value-added services offered by service providers. This will help managers to design an appropriate variety of service options that suit their customers and in turn may lead to the development of a long-term relationship with their organizations.Keywords: Value added services, Service quality, Telecommunication Thailan
Between Management and Employees: Which one is More Critical in Building Value and Loyalty?
No full textWe conducted a research concerning the relationship between trust, value, and loyalty based on the model developed by Sirdeshmukh et al. (2002). Confirmatory factor analysis and structural equation modeling were used to test the model. According to the model, the authors made a distinction between trustworthiness and trust dimension in Sales Promotion People (SPP) context and Management Policies and Practices (MPP) context. By collecting primary data from 105 respondents, the result shows that in the MPP context, operational benevolence was proven to demostrate a statistically significant positive effect to trust in MPP. Both the trust in MPP and trust in SPP dimensions have statistically significant positive effect in creating value, Trust in MPP and value dimensions have statistically significant positive effect to loyalty dimension. Moreover, from the result, it can be inferred that the role of MPP, rather than SPP was more critical in building consumers value and loyalty. The authors also found no asymmetric effect in the relationship between trustworthiness and trust dimension.Keywords: Customer Services, Consumer Trust, Customer Value, Customer Loyalty, Structural Equation Modelin
Offensive and Defensive Competitive Marketing Strategy: The Development of Construct & Measurements
No full textAssessing Actual Visit Behavior through Antecedents of Tourists Satisfaction among International Tourists in Jordan: A Structural Equation Modeling (SEM) Approach
No full textJordan tourism industry is facing fluctuating tourist visit provoked by dissatisfaction, high visit risk, low hotel service, or negative Jordan image. This study aims to examine the relationships between the antecedents of tourist satisfaction and actual visit behavior in tourism of Jordan, and the mediating effect of tourist satisfaction (SAT) in the relationship between Jordan image (JOM), service climate (SER) and actual visit behavior (ACT). A total of 850 international tourists completed a survey that were conducted at southern sites in Jordan. Using structural equation modeling (SEM) technique, confirmatory Factor Analysis (CFA) was performed to examine the reliability and validity of the measurement, and the structural equation modeling techniques (Amos 6.0) were used to evaluate the casual model. Results of the study demonstrate the strong predictive power and explain of international tourists’ behavior in Jordan. The findings highlighted that the relationship between Jordan image and service climate are significant and positive on actual visit behavior.Keywords: Jordan image, perceived risk, service climate, tourist satisfaction, actual visit behavior. Structural equation model (SEM