Effects of Innovative Patterns of Smartphones on Brand Switching

Undoubtedly, recent technological advancement in smartphones has completely altered how information is accessed, shared, and created. Consumer purchase intentions and choice has recently been influenced by the emergence of disruptive innovation in smartphones. Recent advancement in technology has caused a major shift in the use of smartphones from its conventional purpose of communication to include additional features that have created a greater market and altered the purchase behaviour of the consumers. In this modern era of technological advancement, users of smartphones expect other advanced features such as media support, Internet connectivity and special applications. The current paper discusses significant effects of innovative patterns of smartphones on consumers purchase intentions and brand switching. To conclude, the paper provides relevant practical and managerial implications for the development of marketing strategies

The impact of social media on social entrepreneurship in a developing country

The aim of this paper is to explore critical issues that influence Bangladeshi social enterprises to embrace social media as a business tactic. The outcomes attained of this research are contrasted with issues that have impacted on IT implementation according to the literature. In addition, the paper investigates how social media implementation affects patterns of business and identifies some difficulties and challenges that social enterprises face in terms of application. The research gap of this study is addressed in the setting of the developing world. The paper also explores the benefits of harnessing social media

Open Innovation Practice in the UK-based Food Sector SMEs: Ethnic Minority

Innovation and technological modification are the essential sources of productivity growth, international competitiveness and proliferated living standards. In past years, these areas have become the focal points of growing attention due to relentless competition from rapidly emerging knowledge-based economies. In particular, research and policy have begun to focus on small and medium-sized enterprises (SMEs) as a fundamental source and driver of new product developments, innovation and new technologies. The development and implementation of open innovation is considered a potential way to distribute products to the market that have been produced because of the application of innovative techniques. Firms can earn the loyalty of customers through the practical implementation of open innovation strategies. Consequently, reputation can be built up incrementally. This paper aims to provide some insights into how open innovation could enhance the competitiveness of SMEs in the food industry, particularly within the UK ethnic minority

Exploring the relationship between online service failure, recovery strategies and customer satisfaction

This paper aims to analyse perceptions of online service failure-recovery and customer retention in relation to the creation of satisfactory experiences for both customer and providers in the banking sector. In specific, the negative impacts of service failures and the positive effect of recovery strategies are assessed. Online service failures can have adverse impacts on profitability, and on- and offline service failures are inevitable in the service industry. A number of observations are made with implications for customer and provider experience in the banking sector. The purpose of this paper is to divulge predominant academic insight into a consistent provider-customer interaction and unlocks new perceptions for future academic study by examining the phenomenon from the perspectives of both providers and customers

Minding the competition: the drivers for multichannel service quality in fashion retailing.

Purpose: Consumer purchasing behaviour has changed substantially in the light of recent developments in E-Commerce. So-called ‘multichannel customers’ tend to switch retail channels during the purchasing process. In order to address changing consumer behaviours, multichannel fashion retailing companies must continue to learn how to provide excellent service to such customers. Drawing on expectation confirmation theory, this paper aims to investigate the drivers for service quality from the perspective of multichannel fashion customers. Design/methodology: This paper approaches the topic of multichannel service quality by adopting a social constructionist research paradigm, utilising an abductive approach and an embedded case study research strategy. It aims to explore the lived experiences and perspectives of individuals in the context of an evolving complex and multidimensional phenomenon. The paper seeks information-rich cases and therefore views service quality through the eyes of experienced German multichannel customers. A customer perspective helps to explain the phenomenon of multichannel service quality and helps to disclose the meaning that these customers give to it. The sample size for this research consisted of 18 in-depth interviews and two focus groups including ten focus group participants. As such, a process of methodological triangulation was followed. Findings: Integration quality is identified as the essence of competitive advantage for multichannel retailers. The paper conceptualises integration quality as a catalyst, which plays a supporting role in reinforcing the reactions of the physical and electronic service quality in order to provide an optimised service quality experience. Originality/value: This paper looks at retailer/customer interactions in the context of purchases of a fashion product at a retailer using different retail channels. It highlights the distinctive requirements of multiple-channel systems within which the focus should not only be to enhance and improve physical and/or electronic service quality, but must also be about the integration of the service offers of each channel. The paper contributes to the interpretation of multichannel service quality with a new concept that explains the phenomenon from the perspective of customers

Disruptive Innovation: the High-End Market Perspective

Earlier research has focused on the single dimension of disruptive innovation that originates in the low-end market. Disruptive innovators tend to focus on targeting niche markets at the lower-end of the economic ladder, providing alternatives to existing products. Disruptive innovators that originate in low-end markets are inferior to existing products. However, they improve over time to attract mainstream customers and take over incumbents. This single dimension has ignored the disruptive innovation that originates in the high-end market in terms of superior products. This research focuses on the latter context and the notion of consolidating high-end disruption into disruptive innovation frameworks. High-end disruptive innovation is successful when escalated affordably. Customers cannot afford superior products in the high-end market, though with passage of time they achieve affordability and attract mainstream customer to disrupt the market. In both cases, market incumbents ignore disruptive innovation. They enjoy profit margins at the expense of low-end disruptors and overlook market volume at the cost of high-end disruption. Initially, in both cases, incumbents react by driving profitability through sustaining innovations

Contextual Influences: Online Service Failure and Recovery Strategies

In recent years, service failure and recovery strategies have generated considerable interest among both researchers and marketers. The Internet environment has transformed the concepts of service failure and recovery strategies from a dyadic customer-provider focus into a multidimensional web quality scope. In traditional encounters, the research spectrum of service failure and recovery strategies is very much developed from a customer service approach and the responsibility of recovery has been traditionally assumed to be something that is assigned to the marketer. Studies pay little or no attention to the multidimensional nature of service failures contingent to recovery strategies in developing countries. To date, empirical studies have focused on service failures and recovery strategies in developed countries. This paper aims to provide some insights on the need for a context-specific development of recovery programmes and strategies suitable for developing countries

Service quality in multichannel fashion retailing:an exploratory study

Purpose Consumer purchasing behaviour has changed substantially in the light of recent developments in E-commerce. So-called ‘multichannel customers’ tend to switch retail channels during the purchasing process. In order to address changing consumer behaviour, multichannel fashion retailing companies must continue to learn how to provide excellent service to such customers. The overall aim of this paper, therefore, is to contribute to the interpretation of multichannel service quality by explaining it from the perspective of the so-called ‘multichannel customers’. Design/Methodology/Approach Drawing on social influence theory, this paper aims to investigate these issues from the perspective of multichannel customers. In contrast with dualist and objectivist studies this paper uses a constructivist epistemology and ethnographic methodology. Such an approach is associated with an interpretivist ontological worldview, which postulates the existence of ‘multiple realities’. The sample size for this research consisted of 34 in-depth interviews and two focus groups comprising ten focus group participants. Findings The data analysis fundamentally found that multichannel customers tended to continually adjust choices regarding retailer and retail channel when making purchases. The perspective of this paper is different from mainstream positivist service quality research which sees service quality as static, objectively measurable and dualistic. As an alternative, this paper acknowledges service quality as a dynamic, subjective and pluralistic phenomenon. Originality/Value This paper contributes to the interpretation of multichannel service quality with a new concept that explains the phenomenon from the perspective of customers and thus considers it necessary for multichannel retailers to adopt strategies relating to customers’ changing behaviour

How did customers respond to online service failures and recovery strategies during the pandemic?

This lecture marks the first of the University of Cumbria London campus' public lecture series. In it, Associate Professor Wilson Ozuem will look at customers' responses to online services failures during the pandemic. Following the lecture, there will be a reception with an opportunity to network and view student artwork from the University's North-West campuses. Wilson Ozuem's general expertise lies in digital marketing and innovation management. His specific research interest is: understanding the impacts of emerging computer-mediated marketing environments (CMMEs) on the fashion industry. His research on these topics seeks to shed light on issues relating to the interplay between computer-mediated marketing environments and consumer-brand engagement. Dr Ozuem is acknowledged as one of the international leaders in the study of digital marketing and multichannel retailing. His research has been published in key journals, including the European Journal of Marketing, Journal of Business Research, Information Technology & People, Psychology & Marketing, International Journal of Market Research, International Journal of Advertising Research, and many other. Dr Ozuem has successfully supervised 31 PhD/DBA candidates to successful completion

Determinants of the characteristics of online brand communities and millennials: Towards a re-conceptualisation

Key words: online brand community, millennials, qualitative research, social influence theory, fashion industry Description: This paper provides a conceptual framework that links a holistic set of online brand characteristics to millennial consumers’ perceptions in the fashion sector and how millennial consumers involvement and participation in online brand communities impacts the development of customer engagement strategies in the fashion industry