An Integrated Model of the Influence of Personal Psychological Traits and Cognitive Beliefs on Customer Satisfaction and Continuance Intentions in Relation to Internet Banking Usage within the Saudi Arabian Context

This thesis examines the effects of Culture, the Unified Theory of Acceptance and Use of Technology (UTAUT), Expectation Confirmation Theory (ECT) and Technology Readiness (TR) on the satisfaction and usage continuance intention of Internet banking customers within the Saudi Arabian context. The aim is to develop and test a new framework for use in determining the factors that affect Internet banking customers’ actual usage behaviours, with a special focus on the role of cognitive processes, and cultural and personal psychological traits. This research uses cross-sectional survey questionnaire methods within a quantitative approach. 261 valid responses were received. Structural Equation Modelling (SEM) was used to test the hypothesised relationships within the research model in Analysis of Moment Structures (AMOS 20) software. ECT is well established in conventional marketing literature and explains how cognitive beliefs and affects lead to customers’ repurchasing behaviour. It was first adopted for the Information Systems (IS) context and then customised to explain IS continuance intention behaviour. However, previous ECT customisations in the IS context present a significant knowledge gap because technology-based services are sensitive to individuals’ psychological traits, which ECT does not account for. This research integrates psychological traits and culture into the ECT framework to explain customer satisfaction and continuance intentions in the context of Internet banking usage. It combines ECT with the UTAUT in order to expand ECT to include more cognitive beliefs. Then it integrates TR and Culture to account for psychological and sociological traits. The results present a new contribution to the body of knowledge by validating a theoretically backed integration of the above models into one structural model. This model broadens the understanding of the factors that influence IS satisfaction and usage continuance intention. Compared to previous studies, the explanatory power of this model is a major improvement, with an R2 of (0.61) for usage continuance intention

CUSTOMER READINESS, MARKET ORIENTATION AND TRANSACTION FREQUENCY IN MOBILE BANKING SERVICE RECOVERY

This study investigates the effect of internet banking service recovery satisfaction on future intention toward using mobile banking, and examines transaction frequency as a moderator of this relationship. Moreover, this study applies customer participation in service recovery and service recovery experience as the influential factors of service recovery satisfaction. Questionnaires were obtained 419 respondents with internet banking and service recovery experience. The results of SEM analysis illustrate that both role clarity and ability of service recovery can affect the level of service recovery participation. Additionally, the internet banking service provider’s responsive and proactive customer orientation can influence customer service recovery experience, which further increases service recovery satisfaction. Recovery satisfaction can thus affect future intention toward using mobile banking. The moderating effect of transaction frequency was also confirmed. Theoretical and managerial implications are discussed

An Interpretivist Study Of Customer Self-Service Technology Usage And Experiences In The Tourism Sector.

This study provides an interpretivist exploration of customer usage and experiences of self-service technologies (SSTs) in the tourism sector. Tourism customers are increasingly using a wide range of SSTs, for example, to make reservations online and use self-check-in and „bag and tag‟ facilities at airports. While SST research to date has provided insights into the factors affecting customer SST adoption decisions, the aim of this study is to explore customers‟ perspectives on their usage and experiences of SSTs in the tourism sector. This interpretivist study employs a two-stage qualitative methodology of short qualitative interviews with 133 participants at an international airport, followed by 32 in-depth interviews with SST users in the tourism sector. Seven motivations for SST usage are identified in this research. Whilst motivations such as convenience and access to lower prices have received some research attention, three new motivations emerge in this research, namely forced usage, eco-friendliness and empathy for other customers. In addition, customer experiences of SSTs are explored through the lens of the value-in-experience concept. This approach illustrates whether SST usage creates value for the customer (e.g. a sense of accomplishment) or destroys value (e.g. a perception of lack of control over the SST encounter). Using the theoretical lens of Service-Dominant Logic, an analysis of SST experiences indicates that customers undertake a variety of SST roles, such as that of convenience seeker, motivated worker, enforced worker and judge. Some of these roles indicate that customers are often required to use SSTs by the tourism provider, and may not be given other options (e.g. personal encounter with employees). Similarly, customers often assume the role of partial employee, by working on behalf of the tourism provider, to assist other customers who experience SST difficulties. Therefore, it is asserted that from the user‟s point of view, SST usage is often imposed upon customers, as opposed to being offered as an option, thus challenging the traditional customer-centricity of the marketing paradigm, as proposed by the Service-Dominant Logic. A key contribution of this study is the development and examination of a model of SST usage, which illustrates the complex, nuanced and often contradictory nature of a customer‟s usage and experiences. This model may facilitate marketers, managers and policy makers in planning strategic service interventions to enhance value creation in SST usage and ensure successful implementation of SSTs in the tourism sector and the wider services sector

Critical review of the e-loyalty literature: a purchase-centred framework

Over the last few years, the concept of online loyalty has been examined extensively in the literature, and it remains a topic of constant inquiry for both academics and marketing managers. The tremendous development of the Internet for both marketing and e-commerce settings, in conjunction with the growing desire of consumers to purchase online, has promoted two main outcomes: (a) increasing numbers of Business-to-Customer companies running businesses online and (b) the development of a variety of different e-loyalty research models. However, current research lacks a systematic review of the literature that provides a general conceptual framework on e-loyalty, which would help managers to understand their customers better, to take advantage of industry-related factors, and to improve their service quality. The present study is an attempt to critically synthesize results from multiple empirical studies on e-loyalty. Our findings illustrate that 62 instruments for measuring e-loyalty are currently in use, influenced predominantly by Zeithaml et al. (J Marketing. 1996;60(2):31-46) and Oliver (1997; Satisfaction: a behavioral perspective on the consumer. New York: McGraw Hill). Additionally, we propose a new general conceptual framework, which leads to antecedents dividing e-loyalty on the basis of the action of purchase into pre-purchase, during-purchase and after-purchase factors. To conclude, a number of managerial implementations are suggested in order to help marketing managers increase their customers’ e-loyalty by making crucial changes in each purchase stage

Intention to use analytical Artificial Intelligence in services. The effect of technology readiness and awareness

Purpose: The automation of services is rapidly growing, led by sectors such as banking and financial investment. The growing number of investments managed by artificial intelligence (AI) suggests that this technology-based service will become increasingly popular. This study examines how customers’ technology readiness and service awareness affect their intention to use analytical-AI investment services. Design/methodology/approach: Hypotheses were tested with a data set of 404 North American-based potential customers of robo-advisors. In addition to technology readiness dimensions, the potential customers’ characteristics were included in the framework as moderating factors (age, gender and previous experience with financial investment services). A post-hoc analysis examined the roles of service awareness and the financial advisor’s name (i.e., robo-advisor vs. AI-advisor). Findings: The results indicated that customers’ technological optimism increases, and insecurity decreases, their intention to use robo-advisors. Surprisingly, feelings of technological discomfort positively influenced robo-advisor adoption. This interesting finding challenges previous insights into technology adoption and value co-creation, as analytical-AI puts customers into a very passive role and reduces barriers to technology adoption. The research also analyzes how consumers become aware of robo-advisors, and how this influences their acceptance. Originality: This is the first study to analyze the role of customers’ technology readiness in the adoption of analytical-AI. We link our findings to previous technology adoption and automated services’ literature and provide specific managerial implications and avenues for further research

Consumer self-service technology adoption in multiple service industries in Saudi Arabia

The current convergence of information and communication technology (ICT) is found to be creating new opportunities. Business organizations are leveraging this technology in response to the need for greater business integration, flexibility, and agility. One of the technologies that have been utilized quite aggressively by firms is the Self-Service Technologies (SST). Although the proclaimed benefits of SSTs are enormous, few institutions which have adopted the SST have achieved its intended objectives. Even thought the use of the SSTs in the service settings within the developed economies has attained an increasing level of acceptance by consumers, little is known about the consumer‟s adoption in the Arab world, particularly in Saudi Arabia which is still lack of research in this area. Therefore, the main aim of this thesis is to explore the SST adoption in multiple sectors in Saudi Arabia as well as the usage of all types of SST. The main focus of this thesis, is to explore the consumers‟ adoption of the SSTs through the users‟ seek values. The users‟ seek values construct is a new construct proposed in this study to complement the Technology Acceptance Model (TAM) framework. The research model composes of four variables: the antecedents of users‟ seek values; the users‟ seek values; the customers‟ intention to use the SST; and the customers‟ adoption of the SST. Using a mall-intercept technique, a sample of 400 respondents was collected in three major cities in Saudi Arabia. The hypothesis was tested using Structural Equation Modeling (SEM). The results showed that, for the antecedent factors, demographic profiles and personality traits were found to influence the users‟ seek values. In addition, users‟ seek values were found to mediate the relationship between the consumers‟ characteristics and their intention to use the SST. In addition, the intention to use the SST also mediates the relationship between users‟ seek values and the SST adoption. Finally, the direct positive relationship between customers‟ intention and adoption was also confirmed. The research concluded with a discussion on the management implications as well as the recommendations and the future research that need to be carried out

Firm Self-Service Technology Readiness

Purpose: Technological advances and new business models have contributed to the usage of self-service technology (SST) by firms. As SST continues to create organisational efficiencies, firms have jumped on the bandwagon without considering their own readiness to use SST. To date, there has been no systematic attempt to develop a valid scale of firm SST readiness and assess its influence on firm performance. This paper presents and validates a multidimensional firm SST readiness scale. Design/methodology/approach: A series of studies was conducted for the development and validation of the firm SST readiness scale. Study 1 included generating items from semi-structured interviews with managers and an extensive literature review. Study 2 comprised item reduction and identifying the dimensionality of the scale through exploratory factor analysis (n = 177 participants from service organisations). The reliability and validity of the scale were tested in Study 3 by performing confirmatory factor analysis using data obtained from managers of service organizations in the United States (n = 257). Study 4 measured the predictive validity of the firm SST readiness instrument using several structural models. Findings: This paper proposes a new multidimensional construct labelled ‘Firm SST Readiness’, consisting of four dimensions: managerial acquiescence, customer alignment, employee engagement, and channel integration. The predictive validity of the new scale on two key firm outcome variables: customer value and firm performance is also demonstrated. Originality/value: This is the first study to provide a comprehensive, psychometrically sound, and operationally valid measure of firm SST readiness

The Mediating Effect of Blockchain Technology on the Cryptocurrency Purchase Intention

Cryptocurrencies, enabling secure digital asset transfers without a central authority, are experiencing increasing interest. With the increasing number of global and Turkish investors, it is evident that interest in digital assets will continue to rise sustainably, even in the face of financial fluctuations. However, it remains uncertain whether consumers perceive blockchain technology's ease of use and usefulness when purchasing cryptocurrencies. This study aims to explain blockchain technology's perceived ease of use and usefulness in cryptocurrency purchases by considering factors such as quality customer service, reduced costs, efficiency, and reliability. To achieve this goal, data were obtained from 463 participants interested in cryptocurrencies in different regions of Turkey. The data were analyzed using SPSS Process Macro programs. The analysis results indicate that perceived ease of use and usefulness mediate the effects of customer service and reduced costs, efficiency, and security on purchase intention

Moderating effects of service separation on customer relationships with service firms: A social-exchange perspective

Purpose: The purpose of this paper is to examine the impact of service separation on the ability of service firms to build and maintain customer relationships, by exploring the differences in the strength of interrelationships among key relational constructs between separated and unseparated service delivery modes. Design/methodology/approach: A field survey was conducted with retail banking customers in Saudi Arabia (n=592) using a structured self-administered questionnaire consisting of well-established scales. Data were analyzed using AMOS 24. Findings: Service separation negatively moderates (weakens) the ability of the service firms to leverage their social benefits, relational trust and affective commitment to increase customer loyalty and to strengthen overall customer relationships. Research limitations/implications: This study uses retail banking customers in Saudi Arabia to test the impact of service separation in their relationship with the bank; hence, its findings may not be generalizable to other types of services and cultural settings. Practical implications: Service firms using online and mobile technologies should be aware that trust and commitment remain key to building customer loyalty. Hence, the trade-off between the benefits of these technologies and their negative impact on customer relationship needs to be factored into managerial decision making. Originality/value: The paper highlights the importance of maintaining face-to-face interactions with service customers to create robust relationships that yield loyalty, despite the growing popularity of online and mobile technologies

Understanding perceived shopping effectiveness with omnichannel: A MOA theory perspective

Customers’ shopping effectiveness is a critical factor in encouraging customers to stay with the firms, the knowledge regarding how to provide shopping effectiveness in an omnichannel retailing environment remains underexplored. Thus, this study draws on Motivation-Opportunity-Ability theory (MOA) and examines MOA factors affecting customers’ perceived shopping effectiveness, which in turn influences customers’ omnichannel usage continuance intention. The expected findings may suggest that the opportunity factor, channel integration quality encompassing channel-service configuration, content consistency, process consistency, and assurance quality, positively influences customers’ percieved shopping effectiveness. Furthermore, the motivation factors such as relative advantage, perceived ease of use, personalized incentives, flow, and enjoyment, have positive effects on customers’ perceived shopping effectiveness. In addition, ability factors encompassing technology readiness and self efficacy are expected to influence perceived shopping effectiveness. As a result, perceived shopping effectiveness positively influences omnichannel usage continuance intention. These findings enhance the literature on the shopping values and channel integration quality in an omnichannel retailing environment. These findings also offer insightful implications for omnichannel retailers in terms of creating and managing customers’ shopping effectivess in the post-COVID period