No abstract

PurposeThis study identifies the impact of supermarket environmental corporate social responsibility (ECSR) on consumers’ loyalty towards their supermarket. Based on the stimulus-organism-response (S-O-R), this study demonstrates how positive and negative emotions mediate the relationships between consumers’ perceptions of ECSR and consumers’ attitudes towards their supermarket. This study draws from cultural theory and works on sustainability and examines the moderating effect of the cultural context on these relationships.Design/methodology/approachA supermarket intercept survey was conducted among 327 consumers in France and 444 consumers in Morocco. The proposed model was analysed using Amos 22.FindingsECSR’s impact on consumer loyalty varies across cultural contexts through the mediation of positive and negative emotions. The study also indicates how consumers’ levels of environmentalism moderate the direct effect of supermarket ECSR on consumers’ attitudes towards the supermarket.Research limitations/implicationsBased on the S-O-R and cultural theories, this study demonstrates how the dimensions of the cultural context moderate the direct and indirect effects of ECSR on consumers’ loyalty towards their supermarket. Specifically, favourable perceptions of supermarket ECSR have an ambivalent impact on consumers’ attitudes through the mediation of negative emotions, such as shame, in more collectivist, low uncertainty avoidance and short-term oriented countries.Practical implicationsTailored recommendations for supermarket managers interested in ECSR and operating in an international context are provided.Social implicationsThis research highlights the varying impacts of environmental actions in international retailing.Originality/valueUsing the S-O-R and cultural theories, this study reveals nuances to existing knowledge on the role of consumers’ emotions in international retailing. It reveals the salience of negative emotions after the perception of a positively valenced stimulus across distinct cultural contexts.

Cross-cultural studies indicate the importance of service quality and loyalty in different nations, but they do not specify how cultural context affects the relationships between such constructs. The current research investigates whether mall service quality and its specific dimensions affect loyalty, as well as how cultural contexts moderate the relationships between these constructs in three developing countries (Morocco, Senegal, and Tunisia). With a sample of 750 real customers, the authors show that mall service quality and its specific dimensions affect customer loyalty through the positive mediation of customer satisfaction and mall perceived value. Depending on the country, service quality dimensions (mall physical aspects, reliability, problem solving, and personnel attention) have distinct effects on customer loyalty. Furthermore, mall service quality drives customer loyalty positively in Morocco and Senegal. Customer satisfaction has a positive effect on customer loyalty in Senegal and Tunisia. Due to their different cultural contexts, these three developing countries do not exhibit a homogeneous pattern.

This is a study of the effect of social engagement on responsible tourist behaviour. We also examine the mediating role of responsible public management of tourism, involvement in responsible tourism and the ecological orientation of tourism. This research is based on an overall sample of 656 respondents. Our research hypotheses are tested using structural equation modelling. The results reveal a direct positive effect of social engagement on responsible behaviour among tourists. Involvement in responsible tourism and satisfaction regarding the responsible public management of tourism have mediating effects on the relationship between social engagement and responsible tourist behaviour. However, an ecological orientation in tourism has no significant mediating effect on this relationship, nor does it have a direct effect on responsible tourist behaviour. We also discuss the theoretical and managerial implications of our findings.

Purpose Digital service innovations have enabled service market access, transforming Africa. This paper aims to investigate individual and contextual drivers of experience value of mobile money transfer (MMT) service during post-adoption given impacts of individual/cultural characteristics in Senegal. Design/methodology/approach Mixed methods. Study 1 qualitatively investigates the effects of individual-contextual drivers on the experience value of MMT and behavioral intentions. Study 2 quantitatively tests the main causal effects between drivers and MMT. Findings Conceptual models of experience value including ethical and social dimensions proposed in MMT are positively related to behavioral intentions. Need for social interaction (NSI), self-efficacy (SEFF) and social pressure (SP) – sources of experience value creation/destruction – must be integrated into business practices. Results show the indirect positive influence of NSI on behavioral intentions through MMTs experience value. Moreover, traditional cultural orientation (TCO) is a source of value creation/destruction. Managers should build ethical relations with users, integrate social functions in MMT and understand users’ cultural and individual characteristics for better customer relationship management policy. Originality/value Few studies examine how MMT experience creates/destroys value in a Sub-Saharan African context, specifically in Senegal. The authors show that SP might destroy value and reveal how individual variables such as SEFF, NSI and TCO affect experience value creation/destruction. Surprisingly, NSI creates value, revealing MMT as hybrid self-service technology.