1,722,055 research outputs found
Service recovery efforts' influence on consumers' desire to reciprocate and forgiveness: the mediating role of perceived justice
Get PDFPurpose – This paper investigated the impact of firms’ service recovery efforts on consumers’ desire to
reciprocate and forgiveness in the hospitality industry of Pakistan. Additionally, this study examined the
mediating role of perceived justice between service recovery efforts and their outcomes.
Design/methodology/approach – Using snowball sampling technique, an online survey was administered
and 259 responses were collected from casual-dining restaurant customers. A partial least squares structural
equation modeling (PLS-SEM) and multivariate analysis of covariance (MANCOVA) were used to examine the
hypotheses.
Findings – The results indicate that perceived justice significantly mediates the effect of service recovery
efforts on the consumers’ desire to reciprocate and forgiveness. Moreover, high (vs. low) service recovery efforts
lead to high consumer forgiveness.
Practical implications – The study provides insights for managers on how optimal recovery efforts predict
consumers’ positive responses and minimize the effect of service failure in South Asian consumers.
Originality/value – This research is among the early endeavors to examine consumers’ desire to reciprocate
in service recovery context. Also, this is the first study to validate the impact of service recovery efforts on
consumers’ desire to reciprocate and consumer forgiveness in a South Asian country.
Keywords Desire to reciprocate, Perceived justice, Consumer forgiveness, Service recovery efforts,
Casual-dining restaurants
Paper type Research pape
A Netnography Study on Memorable Cultural Tourism Experiences: Insights from Asian Cultural Heritage Site Tourists
No full textOPPORTUNITIES IN DIFFICULTIES: CUSTOMER EMOTIONAL AND BEHAVIOURAL RESPONSE TOWARD ENVIRONMENTAL ISSUES AND HOSPITALITY FAILURES
Get PDFDriving digital transformation: marketing solutions for servitization challenges a paper written with ChatGPT
No full textThis report examines the critical role of marketing strategies in enabling the successful transition of manufacturing firms from product-centric models to integrated product-service systems—a transformation known as servitization. Drawing on qualitative analysis of case studies and published
interviews, this study identifies key gaps in marketing approaches, including the challenges of communicating value, balancing customization with scalability, leveraging digital tools, and adapting strategies to diverse market needs. By addressing these gaps, the report proposes actionable
solutions informed by theoretical frameworks such as Service-Dominant Logic (SDL), Relationship Marketing, and Integrated Marketing Communications (IMC).
Findings highlight the importance of clear value propositions, modular service systems, and personalized marketing campaigns supported by digital technologies like IoT and predictive analytics. Case studies from industry leaders such as Rolls-Royce, Siemens, and Caterpillar illustrate successful applications, while examples from Kodak and IBM underscore the consequences of inadequate marketing in servitization efforts. The discussion further emphasizes the
interconnectedness of identified gaps and proposes an integrated approach to align marketing strategies with operational capabilities and customer expectations.
This research contributes to academic discourse by bridging theoretical insights with practical applications, offering a nuanced understanding of servitization marketing. It provides actionable recommendations for manufacturers to enhance customer engagement, foster adoption, and sustain competitive advantage. Limitations and future research directions are discussed, highlighting opportunities for quantitative validation and cross-industry exploration. This study underscores marketing’s pivotal role in driving the digital transformation of servitized business models, positioning it as a cornerstone for sustainable growth in a rapidly evolving global landscape
Recycling habits and environmental responses to fast-fashion consumption: Enhancing the theory of planned behavior to predict Generation Y consumers’ purchase decisions
No full textFast-fashion industry is characterized by short product life-cycles, high volatility, affordable prices, and consumers’ high impulse purchase decisions, which result in massive levels of waste and greenhouse gas emissions. In this context, Generation Y, the largest consumer of fast-fashion products, is believed to make this situation even worse, since their attitudes/intentions do not usually translate into actual pro-environmental behavior and they are still reluctant to dispose of their clothes through sustainable methods. However, the attitude/intention-behavior gap among Generation Y’s fast-fashion consumers remains poorly understood. The present study addresses this need by adopting the Theory of Planned Behavior to examine the link between attitudes, intentions, and behavior, taking into account consumers’ participation in recycling as a moderating variable. Results from a two-steps cluster analysis and a multiple moderated mediation analysis on a sample of 943 Italian Generation Y’s consumers of fast-fashion products show that the attitude/intention-behavior gap seems not to exist in the Generation Y’s context, since the favorable appraisal of sustainable products and consumption actually leads to socially-responsible consumer behavior. However, participation in recycling is found to reinforce the intention-behavior link only for individuals with high environmental attitudes. The present paper contributes to both fashion consumption and solid waste management literature by drawing connections between socially-responsible consumer behavior and recycling habits within the Generation Y’s cohort, thus deepening comprehension of this rather unexplored context. Moreover, this study reveals policy development areas that allow the fashion industry to meet customers’ needs in new ways
Future Foods in the Face of Hunger and Surplus: From Sustainable Production to Responsible Consumption
No full textRole of theory of consumption values in consumer consumption behavior: a review and Agenda Role of theory of consumption values in consumer consumption behavior: a review and Agenda
No full textThe theory of consumption values (TCV) as marketing theory pro-vides insights related to consumer consumption behavior through consumption values. This study reviews the last 30 years’ literature (120 articles) from 1991 to 2022 through content analysis and bibliometrics citation analysis. Additionally, the seven research streams are identified in the literature: (1) TCV and consumer beha-vior toward digital consumer products and services, (2) TCV and consumer behavior toward brands, (3) TCV and consumer behavior toward information technology, (4) TCV and consumer behavior towards green products and sustainable development, (5) TCV and consumer behavior towards tourism and hospitality industry, (6) TCV and consumer behavior towards durable and non-durable goods, and (7) TCV and consumer behavior toward educational industry. This review presents the taxonomy of TCV in marketing research, influential aspects of literature, and future research agenda
Effect of consumption values on consumer behavior: a Meta-analysis
Get PDFPurpose – The purpose of this study is to clarify the findings and criticisms in the extant literature concerning
the theory of consumption values (TCV) by conducting a meta-analysis to (1) examine the extent to which
consumption values influence consumer behavior and (2) to explore contextual and methodological factors that
may account for between-study variance in the focal relationship.
Design/methodology/approach – The study employs a random-effects model and psychometric metaanalysis
approach to examine 82 studies with 297 effect sizes in 34 countries between 1991 and 2022, inclusive.
Findings – Results reveal that consumption values have a positive significant and moderate effect on
consumer behavior. Moreover, emotional value is the most influential predictor of consumer behavior, while
social value is the weakest. Furthermore, the study’s findings show that some contextual and methodological
factors moderate the relationship between consumption values and consumer behavior.
Practical implications – The findings highlight that managers can work on consumption values to prompt
positive consumer responses like attitude, intention, satisfaction and overall value perception. However,
managers must consider that the relevance of the consumption values depends significantly on the outcome
variable and the context, which calls for a tailored-made marketing strategy to appeal to consumers’ diverse
needs and wants.
Originality/value – Besides providing empirical evidence of the broad validity of the TCV, this study is the
first meta-analytic review of the TCV, which integrates several insights to provide valuable research directions
for future researchers and insightful implications for practitioners.
Keywords Theory of consumption values, Consumption values, Consumer behavior, Meta-analysi
Generational shifts: understanding the role of green self-identity, social norms and cohort differences in consumer intentions to purchase stigmatised recycled products
Get PDFPurpose – This study aims to investigate the moderating role of social norms and generational differences on the relationship between green selfidentity
and purchase intention towards a particular product category: recycled absorbent hygiene products.
Design/methodology/approach – An online survey was conducted, and structural equation modelling was used to examine the hypothesised
relationships based on data from 1,113 Italian consumers. In addition, a small qualitative study was carried out among Millennials to confirm and
further contextualise some of the observed effects.
Findings – This study finds a positive relationship between green self-identity and attitudes towards recycled absorbent hygiene products,
influencing purchase intention. Social norms moderate this relationship, with their effect varying across generational cohorts. Social norms
negatively influence the relationship between green self-identity and attitudes towards recycled products only for Generation Y. In contrast, for
Generation X and Generation Z, social norms do not significantly affect this relationship.
Research limitations/implications – This study’s cross-sectional design and non-probabilistic sampling may limit the generalizability of the results.
The findings related to a specific country: Italy. In addition, reliance on self-reported data may introduce some biases.
Practical implications – Marketers can attract eco-conscious consumers by aligning branding with sustainability values and emphasising ecofriendly
product offerings. Furthermore, businesses should actively work to challenge negative perceptions of recycled products, particularly those
related to quality or hygiene. Promoting positive social norms through targeted campaigns and collaborating with eco-conscious influencers can
reshape public perceptions and encourage more consistent eco-friendly purchasing behaviour.
Originality/value – To the best of the authors’ knowledge, this study is one of the first to explore the moderating role of social norms and
generational differences in shaping the relationship between green self-identity and consumers’ purchase intentions towards recycled products. By
highlighting how these factors interact, this research offers fresh insights into the literature on sustainable consumer behaviour, enhancing the
understanding of the complex influences that drive eco-friendly purchasing decisions
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