A multi-country study of bank reputation among customers in Africa: Key antecedents and consequences

Osakwe, Christian Nedu; Ruíz, Belén; Amegbe, Hayford; Chinje, Nathalie Beatrice; Cheah, Jun‐Hwa; Ramayah, T.

doi:10.1016/j.jretconser.2020.102182

Cited by 37 publications

(37 citation statements)

References 34 publications

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“…The reduction in consumer-related uncertainty and ambiguity by reputation signals is more obvious in a culture with high uncertainty avoidance. Bartikowski et al (2011) and Osakwe et al (2020) empirically proved that uncertainty avoidance culture positively regulates CCSM 29,3 corporate reputation and loyalty. Thus, the impact of bank reputation may be stronger in a high uncertainty avoidance culture.…”

Section: Customer Loyalty In National Culturementioning

confidence: 97%

Cultivate customer loyalty in national culture: a meta-analysis of electronic banking customer loyalty

Zhang

Zhou

2022

CCSM

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PurposeThis paper presents a meta-analysis of the electronic banking (e-banking) customer loyalty literature in the last 10 years. The study investigated the moderating role of national culture in the relationship between e-banking customer loyalty and its antecedents.Design/methodology/approachUsing a meta-analysis of customer loyalty in 19 countries, the authors incorporated national culture scores based on Hofstede's cultural dimensions to explore how the relative importance of e-banking customer loyalty antecedents varies across cultures.FindingsThe study revealed that national culture moderates the relationship between e-banking customer loyalty and its seven antecedents for four cultural dimensions, yet there was no significant moderation for satisfaction.Research limitations/implicationsThis study reviewed the relationships in the literature on customer loyalty in e-banking contexts, extending and enriching the current knowledge. However, some specific limitations, such as the non-use of qualitative studies and the clipping of adverse concepts, exist in the secondary data and should be considered.Practical implicationsThe results show that the seven antecedents affect e-banking customer loyalty to different degrees. Managers should incorporate cultural factors in e-banking customer management.Originality/valueOnly a few studies have assessed cultural differences in relation to e-banking customer loyalty. The authors address this need by offering deeper insights into how cultural dimensions moderate the relationships between e-banking customer loyalty and its antecedents through a meta-analytical review. The study findings offer managers a new perspective of leveraging the benefits of cultural differences, enhancing their decision-making in international business.

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Section: Customer Loyalty In National Culturementioning

confidence: 97%

Cultivate customer loyalty in national culture: a meta-analysis of electronic banking customer loyalty

Zhang

Zhou

2022

CCSM

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“…Other studies, while not directly measuring and hypothesizing cultural variables as moderators, have found that antecedents of reputation vary across countries. For instance, Osakwe et al (2020) found that the relationship between service offering appeal and corporate reputation is stronger in Ghana than in Kenya and South Africa; while Ruiz et al (2016) found differences in how some antecedents of reputation work between the UK and Spain. Pertaining specifically to marketing activities as an antecedent to reputation (which is the focus of our study), Falkenreck and Wagner (2010) examined the role of direct marketing and the moderation of cultural values in a B2B context.…”

Section: Marketing Desired Impressions and Reputationmentioning

confidence: 99%

“…Deephouse et al (2016) examine the impact of institutional development and national culture on organizational reputation. Ruiz et al (2016), Ruiz and Garcia (2019) and Osakwe et al (2020) examine the influence of products and services, and employer brandingamong other antecedentson bank reputation. and Swoboda and Batton (2019) study the influence of different dimensions of national culture on reputation.…”

Section: Literature Review On Reputation In An International Contextmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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How do marketing activities influence organizational reputation in higher education institutions? An impression management perspective across eight countries

Angulo-Ruiz

Pergelova

Chebeň

et al. 2022

IMR

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PurposeBased on impression management theory, the authors ask how marketing activities build organizational reputation and examine the mediating mechanisms of desired impressions, and the moderating impact of national culture. Specifically, and in the context of higher education (HE) institutions, the authors examine the influence of relational marketing and traditional advertising on organizational reputation through the mediation of desired impressions (e.g. quality of learning, career prospects and extracurricular activities) across countries and specify the moderation role of cultural variables.Design/methodology/approachThis study estimates empirical models using a survey data set comprising 1,890 student responses from 10 universities in 8 countries. The authors use confirmatory factor analysis (CFA) and measurement invariance models, as well as ordinary least squares with robust standard errors to test the hypotheses.FindingsThe results indicate that marketing activities affect organizational reputation through the mediation of desired impressions in line with our theoretical reasoning. Specifically, the results show that (1) relational marketing has direct and indirect effects on organizational reputation; (2) relational marketing has a higher influence on organizational reputation in countries with lower individualism and lower masculinity scores; (3) quality of learning mediates the relationship between traditional advertising and organizational reputation; (4) quality of learning also mediates the association between relational marketing and organizational reputation; (5) career prospects mediate the relationship between relational marketing and organizational reputation; (6) traditional advertising does not have a direct but only an indirect effect on organizational reputation; and (7) these findings are net of the effect of respondents', universities', and countries' characteristics.Research limitations/implicationsThe findings contribute to the body of knowledge on the antecedents of organizational reputation, from an international marketing perspective. The results extend the impression management by integrating constructs that have been studied independently into a cohesive framework that links marketing activities, desired impressions and organizational reputation. With the study, impression management theory provides a framework to study the impact of marketing activities on organizational reputation not only in domestic but also in international markets.Practical implicationsBy asking the target market about the importance of different marketing activities, their expectations of the organization and its reputation, HE administrators can employ the model proposed in this study to assess the relevant marketing strategies that will drive desired impressions which in turn will influence reputation.Originality/valueWhile there are studies that focus on the impact of several constructs on organizational reputation in an international context, it is striking to observe that extant research is silent on how (via what mediating mechanisms) marketing activities work as an antecedent of organizational reputation. To address this gap, we examine marketing activities as antecedents of organizational reputation in an international, cross-country context, and specify the moderation role of cultural variables.

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“…Both corrections are plausible, but researchers should note that the Bonferroni correction has weaker statistical power than the Šidák correction in detecting pairwise group comparisons when there is an exponential increase in the number of comparisons (see Hair et al, 2018). Readers can refer to some examples of using the OTG with the Šidák correction in papers published in tourism (see Ting et al 2019) and retailing (Osakwe et al, 2020). To illustrate the use of MGA in conjunction with the MICOM procedure in PLSPM, we used the model of ethnic food consumption intention at the touring destination by Ting et al (2019).…”

Section: Step 4: Tests For Multigroup Comparisonsmentioning

confidence: 99%

Untitled

2020

AJBR

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Multigroup Analysis (MGA) using partial least squares path modelling (PLSPM) is an efficient approach to evaluate moderation across multiple relationships in a research model. This editorial explains the importance and the usage of MGA, especially when a study intends to understand heterogeneity effects (i.e., cross-cultural or gender differences) in a business research. We provide step-by-step guidelines to perform MGA using SmartPLS 3.3.2, including the assessment of measurement invariance using the measurement invariance of composite models (MICOM) procedure. We believe that this editorial will enable researchers and postgraduate students to conduct MGA with confidence to draw meaningful insights from the data and examine the differences across the groups under investigation.

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A multi-country study of bank reputation among customers in Africa: Key antecedents and consequences

Cited by 37 publications

References 34 publications

Cultivate customer loyalty in national culture: a meta-analysis of electronic banking customer loyalty

Cultivate customer loyalty in national culture: a meta-analysis of electronic banking customer loyalty

How do marketing activities influence organizational reputation in higher education institutions? An impression management perspective across eight countries

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