The Effects Of Statement Persuasiveness, Statement Strength, And Regulatory Focus On Manipulative Intent Inference

The current research investigates consumers’ perception of information when no influence attempt is perceived. Results indicate that presenting information in a non-persuasive form, such as a warning statement, results in lowering manipulative intent inferences, but only as long as the statement is not strong. Moreover, a difference in manipulative intent inference as a result of statement persuasiveness and statement strength exists only when consumers are promotion focused. Additionally, the current results demonstrate that inference of manipulative intent has a negative effect on perceived quality

Warranty and Price as Quality Signals: The effect of Signal Consistency and Unexpectedness on Product Perception

This dissertation investigates the effect of signal consistency/inconsistency and signal unexpectedness on a consumer\u27s evaluation of a product. It consists of two studies. Study One examines the effect of signal consistency/inconsistency on product quality, where consistent signals are those of the same valance. Prior research has found that a positive cue not only was unable to improve product quality perception, but also had a negative effect on perceived quality when a positive cue was combined with a negative one. The results of Study One indicate that when signals are inconsistent, consumers engage in an attribution process to explain inconsistency. If consumers attribute inconsistency to persuasive motive, then perception of quality decreases. If no persuasive motive is perceived, then consumers tend to discount inconsistent signals and perceived product quality is not affected by those signals. Study One contributes to the literature in three ways. First, the study adds to our knowledge of multiple signals as it increases our understanding of the interaction among extrinsic cues, which is an under-researched area (Purohit and Srivastava 2001). Second, current literature provides adequate explanations of the disappearance of signals\u27 effects on product quality perception; however, no explanation is available for the negative effect of signals on product quality perception, an effect documented by Boulding and Kirmani (1993). This study offers such explanation. Third, the study provides the first empirical examination of the effect of extrinsic cues on the use of persuasion knowledge. Study Two examines the effect of signal unexpectedness on perceived quality. In current literature, credibility is assumed to be based only on the existence of a bond of some kind (Boulding and Kirmani 1993). Using a reputable firm or manipulating a firm\u27s reputation was assumed by previous research to be the primary way to obtain signal credibility (Boulding and Kirmani 1993; Price and Dawar 2002; Agarwal and Teas 2001; Miyazaki, Grewal, and Goodstein 2005). Current findings, therefore, cannot be generalized to new firms that have not established a reputation of any kind. To overcome the problem of basing signals\u27 credibility solely on a firm\u27s reputation, Study Two examines the effect of some signals on the credibility and effectiveness of other signals. The results of Study Two indicate that when faced with a diagnostic cue with ambiguous credibility, consumers use other cues to reach a conclusion about diagnostic cue credibility. When the diagnostic cue is determined to be credible, consumers use that cue when evaluating the product. When the diagnostic cue is determined to not be credible, consumers do not use that cue in evaluating the product. Study Two contributes to the literature in two ways. First, the study provides the first empirical examination of the effect of warranty on perceived quality when warranty is unexpectedly long. Second, this study adds to the literature by building credibility, using signals other than the firm\u27s reputation

The Impact of Using Smart Fashion Mirrors on Perceived Customer Satisfaction in Fashion Retailing Stores

New technologies of Internet-of-Things such as smart mirrors gained a great attention from retailers in fashion industry. The aim of this study is to explore such an impact using technology acceptance model, i.e., perceived usefulness and perceived ease to use smart fashion mirrors on retailers’ intention to use such a new technology, and hence on customer satisfaction. Using a questionnaire to gather data from a sample of retailers of fashion stores, the results, which was elucidated via IBM SPSS AMOS software, indicate the retailers’ perceived usefulness and perceived ease to use have significant impact on their intention to use smart fashion mirrors, which in turn significantly impacts perceived customer satisfaction. The study provides empirical results on using smart fashion mirrors and its impact on customer satisfaction from retailers’ perspectives

The Mediating Role of Sustainable Dynamic Capabilities in the Effect of Social Customer Relationship Management on Sustainable Competitive Advantage: A Study on SMEs in Saudi Arabia

This study aims at investigating the mediating role of sustainable dynamic capabilities in the effect of social customer relationship management on sustainable competitive advantage using data gathered from a convenience sample consisted of 243 managers of SMEs in Saudi Arabia via an electronic questionnaire. Using structural equation modeling by SmartPLS3.0, the study pointed out social customer relationship management is positively related to both sustainable competitive advantage and sustainable dynamic capabilities. The latter is positively associated to sustainable competitive advantage and hence, significantly mediated the effect of social customer relationship management on sustainable competitive advantage. The study contributes to the literature through filling a research gap as research on the relationship between s-CRM and dynamic capabilities in Saudi Arabia is still scarce, confirming the importance of social customer relationship management in sustaining both dynamic capabilities and competitive advantage. SMEs are required to invest in CRM and build sustainable resources and capabilities to elevate sustainable competitive advantage