Marketing implications of traditional and ICT-mediated leisure activities

This study investigates the role of traditional and information and communication technology (ICT)-mediated leisure activities in consumer behaviour. An online survey of 558 members and 1319 ex-members of an Australian DVD rental company gathered preferences for nine traditional leisure activities and seven ICT-mediated leisure activities. The results of a cluster analysis showed four clusters with significant cluster differences across leisure activities and across demographics and consumer behaviours. For practitioners, the study illustrates how profiling customers on their leisure preferences can increase advertising effectiveness, reflect loyalty and help predict customer lifetime value. For academia, the results reveal how another consumer dimension, leisure activities, relates to demographic and behavioural characteristics

Acceptance of mobile services - insights from the Swedish market for mobile telephony

The main purpose of the paper is to investigate young peoples’ perspectives on mobile services in order to shed light on the acceptance of mobile services. The knowledge of and interest in mobile services of individuals using such services is analyzed. A second objective is to investigate the reasons for using/not using mobile services. In-depth focus group interviews and secondary empirical data provide the main data. Concerning the youth’s general knowledge of and interest in mobile services, the results point to six things: young people show a low demand for many mobile services, there is a demand for extended, established mobile services, like SMS, the interest in the new services vary, there is low interest in active information search, there is little knowledge of the enabling technology, and the understanding of the pricing is generally low. As concerns reasons for and against usage of mobile services, results point to four central aspects: many individuals could present clearly defined needs for certain services, many indicated an interest in "community usage" of mobile services, they experienced the prices of mobile services to be a hinder for usage, and technology placed limitations on the usage. The paper discusses practical implications on the acceptance of mobile services.Mobile services; mobility; focus groups; telecommunications; wireless; knowledge

SERVICE QUALITY, SATISFACTION, CONTINUOUS USAGE INTENTION, AND PURCHASE INTENTION TOWARD FREEMIUM APPLICATIONS: THE MODERATING EFFECT OF PERCEIVED VALUE

This study aimed to analyze factors that could influence continuous usage intention on freemium applications and purchase intention of premium services among students. Non-probability purposive sampling was used to determine the respondent. The criteria for the sample for this study were students who used freemium applications. Data were analyzed using Partial Least Square. The results confirmed that only reliability and responsiveness positively impacted customer satisfaction among the service quality dimensions, while assurance and empathy showed no effect. Only assurance and responsiveness were found to affect continuous usage intention positively, while empathy and reliability were found to have no effect. There was no evidence of the effect of the dimensions of service quality on purchase intention. Perceived value failed to moderate the effect of service quality on customer satisfaction. While there was a significant positive impact of customer satisfaction towards continuous usage intention, no effect has been found towards purchase intention. Continuous usage intention was confirmed to have a positive impact on purchase intention.JEL: O32, M31, L11ABSTRAKTujuan dari penelitian ini adalah untuk menganalisis faktor-faktor yang dapat mempengaruhi continuous usage intention dan purchase intention pada aplikasi yang memiliki layanan premium pada mahasiswa. Non-probability purposive sampling digunakan untuk menentukan jenis responden. Kriteria sampel pada penelitian ini adalah mahasiswa yang menggunakan aplikasi freemium. Data dianalisa menggunakan Partial Least Square. Hasil menunjukkan bahwa diantara dimensi service quality, hanya reliability dan responsiveness yang berpengaruh positif terhadap customer satisfaction sedangkan assurance dan empathy tidak berpengaruh. Hanya assurance dan responsiveness yang ditemukan berpengaruh positif terhadap continuous usage intention sedangkan empathy dan reliability ditemukan tidak berpengaruh. Seluruh dimensi service quality ditemukan tidak berpengaruh terhadap purchase intention. Perceived value tidak mampu memoderasi pengaruh service quality terhadap customer satisfaction. Customer satisfaction ditemukan berpengaruh positif terhadap continuous usage intention tetapi tidak terhadap purchase intention. Continuous usage intention ditemukan berpengaruh positif terhadap purchase intention.Kata Kunci: kualitas layanan, persepsi nilai, kepuasan, niata

The Effects of Customer Engagement, Loyalty, and Perceived Value on Purchase Intention of Mobile Game Players

Increasing access to the internet and smartphones has led to a great opportunity for developers to make mobile games and earn profits. The battle royale genre is getting a lot of popularity and free-to-play with in-app purchases of virtual goods is the most common business model that gaming companies use in this genre. While concepts of customer engagement, customer loyalty, and perceived values are well-established in the gaming literature, empirical research on how they affect the purchase intention of players in online mobile battle royale games is not studied. Hence, the question that this study is providing the answer to is “What are the effects of perceived value, customer engagement, and loyalty on the purchase intention of battle royale mobile gamers?”. Based on the literature review, a research framework was presented. To test the hypotheses inside the research framework, data were collected via an online questionnaire created by google forms from online gaming communities. Overall, 50 participants responded to the questionnaire and all of them were valid for analysis. The data were analyzed via linear regression and the reliability of the data was tested via Cron Bach’s alpha measurement. Also, the Sobel test was used to check the mediation effect between variables. SPSS 27 is used for the analysis. The findings suggest that customer engagement, perceived values, and customer loyalty have direct effects on purchase intention in battle royale mobile games. The study also identifies the mediation role of customer loyalty between perceived values and purchase intention. Additionally, the study suggests that a new scale should be developed to measure the perceived values in the gaming context. Managerial implications of this study for the developers and mobile gaming companies are, highlighting the fact that designing exciting and attractive games, offering reasonable prices for items, and creating a community within the game can influence values perceived by the players, increase customer engagement, and enhance customer loyalty, which results in more profits for the company

Boost Customer Loyalty With Online Support: The Case Of Mobile Telecomms Providers

The paper explores the effect of customer satisfaction with online supporting services on loyalty to providers of an offline core service. Supporting services are provided to customers before, during or after the purchase of a tangible or intangible core product, and have the purpose of enhancing or facilitating the use of this product. The Internet has the potential to dominate all other marketing channels when it comes to the interactive and personalized communication that is considered quintessential for supporting services. Our study shows that the quality of online supporting services powerfully affects satisfaction with the provider and customer loyalty through its effect on online value and enjoyment. Managerial implications are provided.marketing ;

Gamification of mobile money payment for generating customer value in emerging economies: The social impact theory perspective

This study develops and tests an integrated model of the social impact and customer value theories to understand how gamification of mobile money payment could generate customer value through its social impact. Cross-sectional data were collected from 567 mobile money payment users in Ghana to test twelve hypotheses using structural equation modelling (SEM). The study showed a positive and significant relationship between the gamified mobile money payment (Gmmp) and the social impact theory constructs, and consequently with the customer value propositions. The Gmmp was found to have a significantly positive relationship with all three social impact constructs of internalisation, compliance, and identification. However, compliance was significantly predictive of all the customer value constructs (customer engagement, satisfaction, and loyalty); identification was significantly predictive of satisfaction and loyalty; internalisation was not significantly predictive of any of the customer value outcomes. The results show that Gmmp could create a substantial social impact on users to generate value for the customer and all service providers within the mobile money ecosystem. The results have implications for technology innovations, particularly the potential use of gamification at all customer touchpoints in the mobile money and financial technology services delivery value chain

CRM In Gaming: It\u27s No Crapshoot!

CRM, or Customer Relationship Management, though slightly more than a decade old, has become the management craze of the 21st century. Yet, managerial understanding of what CRM is, what it does, how to implement it, and the grounds for success or failure in CRM implementation, seem far from crystallized. This paper looks at why so many CRM endeavors fail, and proceeds to discuss issues critical to CRM\u27s success. CRM projects in casinos will have a higher chance of success if CRM is viewed as a business philosophy and becomes a part of the corporate culture. Appropriate customer strategy, organizational transformation, and due attention to issues such as business processes, organizational collaboration, training, and data integration will enhance the success rates of CRM ventures

Customer loyalty through gamification: MB Way case study

Gamification has been applied in various contexts, following evolving technology and innovation trends. This study aims to investigate gamification's impact on customer loyalty through an analysis of the MB WAY Challenge. Due to the current pandemic, the population has been adapting its behaviour towards payment methods, increasing financial transactions through their smartphones. As such, this case study of the MB WAY Challenge has been following this trend, providing game components to its side to reach new users. The literature review provides an overview of the main concepts to be addressed: gamification, enjoyment, engagement, behaviour intention, and customer loyalty. The framework was developed based on the literature review and other models developed by other authors. The empirical part of the present study was conducted through an online survey distributed through several channels to obtain as many respondents as possible. Partial Least Squares (PLS) were used to evaluate the research. The results revealed that gamification significantly impacts customer loyalty through user behaviour intention, while engagement intention does not influence consumer loyalty. Other conclusions were drawn, having specific implications that may contribute to future studies making conscious decisions when determining the antecedents for a more complex analysis of gamification's impact on customer loyalty.A gamificação tem vindo a ser aplicada em diversos contextos, acompanhando a tendência de evolução da tecnologia e inovação. O propósito deste estudo é investigar o impacto que a gamificação tem na fidelização dos clientes, através de uma análise ao MB WAY Challenge. Devido à atual pandemia com que nos deparamos, a população tem vindo a adaptar o seu comportamento face aos métodos de pagamento, aumentando as transações financeiras através dos seus smartphones. Como tal, o presente caso de estudo do MB WAY Challenge tem vindo a acompanhar esta tendência, proporcionando componentes de jogo à sua vertente, para alcançar novos utilizadores. A revisão de literatura serve para dar um overview dos principais conceitos a serem abordados, nomeadamente, gamificação, prazer, engajamento, intenção de comportamento, e fidelização de clientes. O enquadramento foi desenvolvido com base na revisão de literatura e noutros modelos desenvolvidos por outros autores. A parte empírica do presente estudo foi realizada através de um questionário online, que foi distribuído por diversos canais para obter o maior número de respondentes possíveis. O Partial Least Squares (PLS) foi utilizado para avaliar a investigação. Os resultados revelaram que a gamificação tem um impacto positivo significativo na fidelização de clientes, através da intenção de comportamento do utilizador, enquanto a intenção de engajamento não influencia a fidelização dos consumidores. Outras conclusões foram retiradas, tendo certas implicações que podem contribuir para que estudos futuros possam realizar decisões conscientes quando determinarem os antecedentes para uma análise mais complexa do impacto da gamificação na fidelização de clientes