Purpose – The aim of this paper is to study the factors affecting the customer’s “Intention to Adopt TFS” (I-TFS), and a conceptual model has been proposed, while most previous studies have focused on the study of self-service technology (SST). Interactions between customer and service provider during delivery of a service is termed as “service-encounter”. The technology that enables service delivery without customer having a face-to-face service-encounter is known as “self-service technology” (SST). Froehle and Roth described five different ways in which technology can be used in service-encounter. One of the ways, known as technology-facilitated service (TFS), requires the simultaneous existence of three entities – customer, technology and service provider – during a service-encounter. Unlike SST, in TFS customer, technology and service provider must co-exist for the completion of the service. Design/methodology/approach – The factors affecting I-TFS can be divided in two categories: human – technology interaction (H-TI) and human–human interaction (H-HI). Although, existing literature has dealt with factors related to H-T I, e.g. “ease-of-use” and “perceived-usefulness”, the author tries to draw attention to H-H I variables, e.g. “facilitating-conditions”, which are potentially significant but have remained fairly untouched. For the study, participants were drawn from a target market where a TFS was operational. A scientifically developed survey was used to collect data from 222 participants. Structural equation modelling (SEM) was used to analyze the conceptual model. Findings – The results strongly suggest that while H-T I factors are important, H-H I factors are equally critical during service delivery. H-H I factors become especially more relevant than H-T I in developing countries. Research limitations/implications – The study strongly suggests that attitude towards the human element, i.e. service provider/front-line employee is an important factor that impacts the customer’s I-TFS. In the context of emerging economies where organisations provide innovative technology services to suit the needs of the respective populations human representatives are a must to support the service. We conducted this research within one TFS context. Additional studies with more diverse TFS with other consumer groups should be conducted to provide additional support and increase the generalisation of both the research framework and findings. Practical implications – The findings of the study are useful to all those firms that are considering the implementation of other TFS such as tele-medicine or distance education programmes. By investigating the main causal variables that have an impact of adoption of TFS, we provide an actionable set of factors to help firms understand and influence TFS adoption behaviour. Originality/value – Research on factors affecting adoption of services has traditionally focused either on interpersonal interactions between customers and service providers (H-HI) or non-interpersonal interactions of customer with technology (H-TI). However, very few have studied dimensions of H-HI and H-TI together to understand their impact on customer’s adoption of a service. Considering the need for more research, this study examines the relationships between H-HI, H-TI and their simultaneous impact on consumer adoption of services.
The sequence of various events in Indian Telecom Sector has transformed the industry to become more competitive and dynamic in nature. With increasing competitive levels, the industry calls for more customer centric operations and flexible processes. The emphasis has been laid out in identifying various marketing functions and their use of various flexibility connotations in practise. The interaction matrix between marketing elements and flexibility connotations was developed through Delphi technique, which revealed connotations such as adaptiveness, customization and localness are mostly adopted for making the marketing processes flexible and customeroriented. The analysis of various customer preference factors with clustering technique revealed a solution of four cluster groups where the customer preferences differ on various parameters. The clustering technique points out that customer prefers the best network quality provider with better customer service and plethora of Value added services. Cluster analysis also revealed that celebrity endorsements and the advertisements are not the motivating factors for selecting the operator and they are used only as top of the mind recall. The use of flexibility concepts in various marketing activities such as branding, point of purchase, product innovations, product differentiation, product planning and development, pricing strategies and loyalty programs would help the telecom organizations to better manage their subscribers in these cluster groups.
PurposeThe purpose of this study is to explore how elements of culture and cultural cues such as customs, values and norms interact with the brand identity. A qualitative research has been done to understand which cultural aspect is important for which aspect of brand identity. The results would be useful for designing the product.Design/methodology/approachThis research focuses on exploring and validating the interaction between the factors of brand identity and various dimensions of culture. Multiple frameworks of brand identity and culture have been reviewed, factors have been identified and the interaction between the factors of brand identity and elements of culture has been established in the Indian context. Grounded theory approach has been exercised here as a holistic inductive research technique for identifying the interaction between factors of brand identity and elements of culture. This paper has explored inter-relationship between strategies adopted by managers in creation of brand identity and its consequential perception.FindingsFollowing interaction has been found between the brand identity factors and cultural aspects – product shape, product size and packaging size – were found to interact with individualism vs collectivism, brand image, overall brand presentation, distribution, perception and quality were found to be strongly associated with power distance. Similarly associations were found between country of origin and belief, quality, product differentiation, frame of reference, points of parity and uncertainty avoidance, between Brand Ambassador – Person/ Icon and 9; Beliefs, between Fit with environment and self, Brand customer relationship and long term vs short term orientation, between Enhanced Self Perception and Masculinity vs Femininity, between Brand heritage, packaging colors and images and Customs and Symbols.Research limitations/implicationsThe outcomes of our research show that customization is an indispensable principle to be followed in the global markets and elements of culture and cultural indications such as customs, values and collective norms are integral in driving the branding strategies.Practical implicationsThe outcomes of the study lay emphasis on the parallel groundwork that the managers must make for their strategies, so that, the company centric variables of brand identity are well in sync with the socio cultural indicators of the region they are serving.Originality/valueUnlike previous researches, this work records the consumers' perspective in understanding their purchase choices based on their cultural norms and influences.
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