The purpose of this study is to appraise the linkage between service innovation (SI), customer value creation (CVC), and customer satisfaction (CS) with a specific focus on the Pakistani banking sector. In addition, the study evaluates the moderating role of brand equity (BE) fit between SI and CS. A survey is conducted on 250 customers from commercial banks in Pakistan and scales were acquired from past literature. The study showed that CVC mediates the relationship between SI and CS. Therefore, SI must create value for their customers in order to enhance CS. Moreover, BE has a partial positive moderation effect on the relationship bewteen SI and CS. By relating to the findings, managers of firms should focus on SI that adds to or create holistic value for their customers, which ultimately increase the CS level. This study relies on two theories, which include signaling theory and expectation disconfirmation theory to explain how SI in Pakistani banking sector creates customer value which achieves CS. The other uniqueness of the study is that it will be helpful for researchers by giving baseline regarding BE effect as a moderator between SI and CS in Pakistani banking industry.
This paper explores the relationship between perceived risk, fear, and consumer purchase intention towards luxury brands in the case of COVID-19. An online survey was conducted on 750 consumers of luxury brands in Pakistan with a purposive sampling technique. The validity of the scale and the connection between the research model were identified by exploratory factor analysis (EFA). The study uncovered how COVID-19 wreaks havoc on luxury brands in Pakistan. It was found that perceived risk has a negative and significant effect on consumer purchase intention towards luxury brands in the case of COVID-19. Moreover, fear negatively moderating the relationship between perceived risk and consumer purchase intention towards luxury brands in the case of COVID-19. As fear playing a dominant role in the reduction of purchase intention in the case of an outbreak, a brand's industry needs to prepare some strategies in advance that control the negative emotions of consumers for shopping. Considering the uniqueness of the study, it is based on two theories include Psychometric Paradigm and Expectancy-Value model that explains how perceived risk changes the consumer purchase intention during an outbreak. Keywords: COVID-19, Perceived Risk, Fear, Consumer Purchase Intention, Luxury Brands.
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