Distribution of BehavioralIntention: Analysis of Service Innovation, Corporate Image, and Customer Satisfaction
1
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
Purpose: This study investigates the direct effect of service innovation and corporate image on distribution of behavioral intention and the mediating effect of customer satisfaction on these relationships. Research design, and methodology: The study was conducted through using a questionnaire as a research tool. The data were collected from 444 banking customers who used mobile banking services in Thailand. The data were analyzed through using the structural equation model (SEM). Results: The results demonstrated that service innovation and corporate image had a statistically significant effect on distribution of behavioral intention. Customer satisfaction did not mediate the relationship between service innovation and distribution of behavioral intention. On the other hand, it was found to mediate the link between corporate image and distribution of behavioral intention partially. Conclusions: These results emphasize the significance of strategic marketing practices in shaping customers' perceptions of organizational image, which can subsequently influence their satisfaction with the services. Furthermore, this study highlights the role of service innovation in creating perceived values for customers, leading to a positive attitude toward the services and a higher intention to use them.
Abstract
Purpose: This study investigates the direct effect of service innovation and corporate image on distribution of behavioral intention and the mediating effect of customer satisfaction on these relationships. Research design, and methodology: The study was conducted through using a questionnaire as a research tool. The data were collected from 444 banking customers who used mobile banking services in Thailand. The data were analyzed through using the structural equation model (SEM). Results: The results demonstrated that service innovation and corporate image had a statistically significant effect on distribution of behavioral intention. Customer satisfaction did not mediate the relationship between service innovation and distribution of behavioral intention. On the other hand, it was found to mediate the link between corporate image and distribution of behavioral intention partially. Conclusions: These results emphasize the significance of strategic marketing practices in shaping customers' perceptions of organizational image, which can subsequently influence their satisfaction with the services. Furthermore, this study highlights the role of service innovation in creating perceived values for customers, leading to a positive attitude toward the services and a higher intention to use them.
참고문헌 (38)
- Albayati, H., "Accepting financial transactions using blockchain technology and cryptocurrency : A customer perspective approach", Technology in Society, 62, pp.1~14 (2020)
- Ali, M. A. B., "The Effect of Firm's Brand Reputation on Customer Loyalty and Customer Word of Mouth : The Mediating Role of Customer Satisfaction and Customer Trust", International Business Research, 15(7), pp.1~30 (2022)
- Ali, F., "Make it delightful : Customers' experience, satisfaction and loyalty in Malaysian theme parks", Journal of destination marketing & management, 7, pp.1~11 (2018)
- Azhar, M. E., "The role of marketing mix and service quality on tourist satisfaction and loyalty at Samosir", Revista de turism-studii si cercetari in turism, 26 (2018)
- Biswas, S., "AI-bank of the future : Can banks meet the AI challenge" (2020), McKinsey & Company
- Carricano, M., "The impact of innovation attributes on customers' trust and behavioral intentions", Journal of Business Research, 108, pp.214~224 (2020)
- Chen, L., "Enticing online consumers : An extended technology acceptance perspective", Information & Management, 56(2), pp.191~203 (2019)
- Cholisati, N., "The role of customer satisfaction on the effect of service quality and corporate image on customer loyalty", MECJ(Management and Economics Journal), 3(3), pp.255~264 (2019)
- Chu, Z., "Logistics service innovation by third party logistics providers in China : Aligning guanxi and organizational structure", Transportation Research Part E : Logistics and Transportation Review, 118, pp.291~307 (2018)
- Cochran, W. G., "Sampling techniques" (1977), John Wiley & Sons
- Darmawan, D., "The effect of service quality, customer satisfaction and corporate image on customer loyalty in the banking sector in Indonesia", IOSR Journal of Business and Management (IOSR-JBM), 19(11), pp.46~51 (2018)
- Eklof, J., "Linking customer satisfaction with financial performance : an empirical study of Scandinavian banks", Total Quality Management & Business Excellence, 31(15-16), pp.1684~1702 (2020)
- Fornell, C., "Evaluating structural equation models with unobservable variables and measurement error", Journal of marketing research, 18(1), pp.39~50 (1981)
- Gebauer, H., "Digital servitization : Crossing the perspectives of digitization and servitization", Industrial Marketing Management, 93, pp.382~388 (2021)
- Gomachab, R., "The impact of mobile banking on customer satisfaction : Commercial banks of Namibia(Keetmanshoop)", Journal of Internet Banking and Commerce, 23(2), pp.1~18 (2018)
- Herjanto, H., "Repurchase intention : the effect of similarity and client knowledge", International Journal of Bank Marketing, 38(6), pp.1351~1371 (2020)
- Hu, Z., "Adoption intention of fintech services for bank users : An empirical examination with an extended technology acceptance model", Symmetry, 11(3), pp.340~ (2019)
- Hussain, S., "Examining the effects of advertising credibility on brand credibility, corporate credibility and corporate image : a qualitative approach", Qualitative Market Research : An International Journal, 23(4), pp.549~573 (2020)
- Igbudu, N., "Enhancing bank loyalty through sustainable banking practices : The mediating effect of corporate image", Sustainability, 10(11), pp.4050~ (2018)
- Indriasari, E., "Digital banking transformation: Application of artificial intelligence and big data analytics for leveraging customer experience in the Indonesia banking sector", 2019 8th International Congress on Advanced Applied Informatics (IIAI-AAI), pp.863~868 (2019), IEEE
- Islam, T., "The impact of corporate social responsibility on customer loyalty : The mediating role of corporate reputation, customer satisfaction, and trust", Sustainable Production and Consumption, 25, pp.123~135 (2021)
- Kaur, B., "Digital banking in Northern India : The risks on customer satisfaction", Risks, 9(11), pp.209~ (2021)
- Khatoon, S., "The Mediating Effect of customer satisfaction on the relationship between Electronic banking service quality and customer Purchase intention : Evidence from the Qatar banking sector", Sage Open, 10(2), pp.2158244020935887~ (2020)
- Kusuma, I. G. A. E. T., "When satisfaction is not enough to build a word of mouth and repurchase intention", APMBA(Asia Pacific Management and Business Application), 10(1), pp.1~20 (2021)
- Liu, H., "App adoption : The effect on purchasing of customers who have used a mobile website previously", Journal of Interactive Marketing, 47(1), pp.16~34 (2019)
- Nurittamont, W., "Enhancing Electronic Word of Mouth through Customer Satisfaction for Young Customers' Mobile Phone Banking Applications", International Journal of Innovation, Creativity and Change, 13(12), pp.661~673 (2020)
- Özkan, P., "The effect of service quality and customer satisfaction on customer loyalty : The mediation of perceived value of services, corporate image, and corporate reputation", International Journal of Bank Marketing, 38(2), pp.384~405 (2020)
- Purwanto, E., "The mediating role of trust in the relationship between corporate image, security, word of mouth and loyalty in M-banking using among the millennial generation in Indonesia", Management & Marketing, 15(2), pp.255~274 (2020)
- Slamet RIYADI, "The Effects of Image, Brand and Quality on Customer Loyalty of Sharia Banking", The Journal of Asian Finance, Economics and Business, 8(3), pp.1315~1325 (2021), 한국유통과학회
- Salunke, S., "The central role of knowledge integration capability in service innovation-based competitive strategy", Industrial Marketing Management, 76, pp.144~156 (2019)
- Shareef, M. A., "Consumer adoption of mobile banking services : An empirical examination of factors according to adoption stages", Journal of Retailing and Consumer Services, 43, pp.54~67 (2018)
- Sharma, S. K., "Examining the role of trust and quality dimensions in the actual usage of mobile banking services : An empirical investigation", International Journal of Information Management, 44, pp.65~75 (2019)
- Shokouhyar, S., "Research on the influence of after-sales service quality factors on customer satisfaction", Journal of Retailing and Consumer Services, 56, pp.102139~ (2020)
- Singh, A. S., "Sampling techniques & determination of sample size in applied statistics research : An overview", International Journal of Economics, Commerce and Management, 2(11), pp.1~22 (2014)
- Yusof, H., "Behavioral intention to adopt blockchain technology : Viewpoint of the banking institutions in Malaysia", International Journal of Advanced Scientific Research and Management, 3(10), pp.274~279 (2018)
- Zheng, P., "A systematic design approach for service innovation of smart productservice systems", Journal of cleaner production, 201, pp.657~667 (2018)
- Zietsman, M. L., "Perceived price and service quality as mediators between price fairness and perceived value in business banking relationships : A micro-enterprise perspective", International Journal of Bank Marketing, 37(1), pp.2~19 (2018)
- Zouari, G., "Customer satisfaction in the digital era : evidence from Islamic banking", Journal of Innovation and Entrepreneurship, 10(1), pp.1~18 (2021)
