FACTORS AFFECTING CUSTOMER SATISFACTION AND RECOMMENDATION OF MOBILE BANKING SERVICES IN MOROCCO

This paper is an application of a variation of American Customer Satisfaction index model in the context of Moroccan banking sector. We specifically chose mobile banking and added a variable that is the service recommendation factor, the results of our work have proved that the hypotheses proposed by our model are validated except the relationship between the perceived quality and customer satisfaction and which can be explained by the indirect relationship through the perceived value. JEL: M31, Z33 <p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/edu_01/0852/a.php" alt="Hit counter" /></p>

Developing a New Model for Understanding Teacher Satisfaction With Online Learning

Teacher online learning is an important way to solve teacher shortage and improve teachers’ professional development. However, previous research works that focused on teacher-as-learner satisfaction with online learning were not enough. The aim of this study is to investigate factors that influence teacher satisfaction with online learning. The potential relation and whether there are differences in gender and teaching year among the factors were also studied. The Teacher Satisfaction Index (TSI) model is newly proposed based on the American Customer Satisfaction Index (ACSI) model. A questionnaire survey was administered to 108 middle school teachers from four cities in China. Structure equation modeling was used to corroborate the initial model hypotheses regarding the relationship between variables (teacher satisfaction, teacher perceived quality, teacher expectation, teacher loyalty, and teacher complaint). A t-test and analysis of variance were conducted to investigate whether gender and teaching year were related to teacher satisfaction with online learning. Three main findings emerged. First, perceived quality predicted by teacher expectation significantly influenced teacher satisfaction with online learning. Also, teacher satisfaction significantly affected complaints and loyalty. Second, gender had no effect on the five variables. Third, teaching year played a significant role in teacher expectation. This study provides empirical evidence on what factors affect teacher satisfaction with online learning, gives insight into the development of the teacher online learning system, and suggests designer and administrator strategies for the platform content design and management.

A inovação na explicação da lealdade: extensão do modelo ACSI

O modelo American Customer Satisfaction Index (ACSI) mede as dimensões qualidade percebida, expectativa do consumidor, valor percebido e recuperação de falhas na satisfação e lealdade dos consumidores. O objetivo, neste estudo, foi entender o papel da inovação percebida em serviço na explicação da lealdade. Utilizamos o modelo ACSI para mensurar a lealdade do consumidor de serviços em uma amostra de 232 clientes de academias de ginástica, com mensuração da inovação percebida pelos mesmos. As variáveis explicaram a satisfação e lealdade dos clientes, exceto a qualidade percebida, que não apresentou significância na explicação da satisfação. A inovação percebida, incorporada ao modelo, mostrou ser antecedente relevante na explicação da lealdade do consumidor de serviços.Palavras-chave: satisfação e lealdade do consumidor, modelo ACSI, inovação percebida.

An emoji-based metric for monitoring consumers’ emotions toward brands on social media

PurposeThe purpose of this paper is to introduce and test a new emoji-based metric that could be used to monitor consumers’ emotions toward brands on social media.Design/methodology/approachTo test this new metric, 720 consumer tweets were retrieved from official Twitter accounts of 18 leading global brands representing 6 product categories/markets. In order to check its validity, the emoji-based metric was correlated with two measures: the percentage of positive emojis from Brandwatch’s (2018) Emoji Report and the American Customer Satisfaction Index (ACSI) for 2017.FindingsThe findings of this paper indicate that consumers tend to use more (vs less) positive emojis when expressing their feelings toward Coca-Cola (vs Taco Bell). They also show that the new metric is highly and positively associated with the ACSI, hence supporting its validity.Research limitations/implicationsThe new metric is only applicable to brands that have a social media presence.Practical implicationsThe proposed metric is easy to implement and interpret by almost every researcher and manager.Originality/valueWhile all extant brand sentiment analyses focus on analyzing the words in brand-related user-generated content, this paper considers an alternative source of information about emotions, that is, emojis. Beyond being valid, the proposed emoji-based metric is unique, easy to implement and interpret, and generalizable.

Service productivity vs service quality: a zero-sum game?

Purpose The purpose of this paper is to verify the relationship between productivity and quality in the services sector. More specifically, this study investigates the relationship between productivity and customer satisfaction and its effect on a firm’s performance. In addition, this study investigates the roles of productivity and customer satisfaction in the structural relationships among variables. Design/methodology/approach A theoretical model was proposed among innovation, productivity, customer satisfaction and firm performance. A sample of 127 firms from data sets of the American Customer Satisfaction Index and COMPUSTAT was collected. To test the hypotheses, this study used ordinal least squares analysis and path analysis. Findings The findings of this study verified that a positive relationship exists between productivity and customer satisfaction and that service productivity and customer satisfaction are positively associated with a firm’s performance. In addition, customer satisfaction was found to fully mediate the relationship between productivity and a firm’s performance. Research limitations/implications This study only focused on a short period for each variable due to the difficulty of matching all the data sets used for measuring each variable, which limited the observation of the different effects of service productivity among industries. Practical implications The findings of this study suggest that managers can improve productivity without sacrificing customer satisfaction. In addition, services firms should consider innovation, productivity and customer satisfaction in a holistic way because all of these affect a firm’s performance. Furthermore, services firms need to pay more attention to customer satisfaction, which plays an important role as a mediator in increasing a firm’s performance. Originality/value This study highlights the importance of the relationship between productivity and customer satisfaction in the services sector. In particular, this study extended the theory of service productivity by Rust and Huang (2012) to explore the role of service productivity and customer satisfaction in measuring a firm’s performance.

AMBIVALENT IMPACT OF CUSTOMER SATISFACTION ON FIRM VALUE IN EMERGING MARKETS: THE CASE OF KOREA

Many researchers report that American Customer Satisfaction Index relates significantly and positively to firm value. The purpose of this paper is to examine whether such relation holds in the emerging markets such as Korea. Our preliminary OLS analysis reports that Korean customer satisfaction is irrelevant to firm value. Quantile regressions, applied for further analysis, report that customer satisfaction can be detrimental to firm value if the firm is enjoying the higher kind of value. These results undermine efforts, on the theoretical level, to establish Customer Satisfaction Index as a consolidated firm-value indicator; furthermore, managerial efforts to boost up firm value by managing customer satisfaction lose ground in the emerging markets. This study also corroborates Reinartz and Kumar’s (2002) marketing insight that to satisfy customers, make them loyal, is trivial for profitability and firm value in Korea perspective. The practical implication of our finding is that the relation between customer satisfaction and firm value becomes more ambiguous, especially when it is considered in the emerging market contexts. It also provides management with a fresh new insight that they should take prudence when they increase expenses on customer satisfaction since it turned out to be not a “panacea”.

CUSTOMER SATISFACTION AND CORPORATE INVESTMENT POLICIES

This paper examines the effect of satisfaction with firms’ products and services on their capital investment policies. Using data from the American Customer Satisfaction Index from 1994 to 2013, the results of the regression models show that firms with higher customer satisfaction will invest more heavily in capital expenditures in the future. The results further show that this positive effect is more pronounced for firms with less growth opportunities or a high cost of capital. This would include those firms with low market-to-book ratios, young and small firms, or firms in more competitive industries. Overall, this study argues that customer satisfaction is an important factor affecting the firm’s investment policy. The findings provide a better understanding of the role of customer satisfaction which can generate growth opportunities, reduce cost and motivate a firm to invest more in capital.