The Impact of Marketing 4.0 on Customer Satisfaction and Engagement: The Distinctive Role of Brand Interaction in the Egyptian Hotel Industry

Ghonim, Mohamed A.; Elsawy, Wael Zakaria; Elsotouhy, Mohamed M.; Khashan, Mohamed A.

doi:10.1080/15256480.2022.2127435

Cited by 8 publications

(5 citation statements)

References 97 publications

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“…Following these premises, the authors present a society with horizontal, inclusive and social behaviors, which means that those organizations with responsible and sustainable business models hold great potential to achieve solid competitive advantages [9,69]. Integrating the concepts of marketing 4.0 and potential users of sustainable mobility, the findings made in other contexts by [70,71] could be extended in the sense of affirming the idea that identity and brand image are significant factors in determining satisfaction of the client and the intention of use.…”

Section: Marketing and Mobilitymentioning

confidence: 99%

Reflections on Sustainable Urban Mobility, Mobility as a Service (MaaS) and Adoption Models

Rey-Moreno

Periáñez-Cristóbal

Calvo‐Mora

2022

IJERPH

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The environmental, social, economic, cultural and demographic changes experienced in a large part of our society are translating into a greater concern for the search of sustainable responses to the concept of mobility. In this context, the main objectives of our study are: (1) to identify the topics that are addressed most frequently in the scientific literature on sustainable mobility, and (2) to analyze the most suitable models of acceptance or rejection of sustainable mobility. The methodologies used in this paper are a literature review and content analysis. This methodology is useful for the objective, systematic and replicable description of scientific literature. The results highlight the multidimensional nature of sustainable mobility and, in turn, its connection with social issues of greater importance, such as the Sustainable Development Goals. Additionally, a conceptual framework is provided on models of acceptance and the use of information systems linked to sustainable mobility.

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Section: Marketing and Mobilitymentioning

confidence: 99%

Reflections on Sustainable Urban Mobility, Mobility as a Service (MaaS) and Adoption Models

Rey-Moreno

Periáñez-Cristóbal

Calvo‐Mora

2022

IJERPH

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“…In online shopping, the perception of ease of use and customer satisfaction are key factors that influence the success of a brand or product (Olivia & Marchyta, 2022;Tandon et al, 2016). In this case, if a brand or product is perceived as easy to use by consumers, it can enhance a positive perception of the brand image, which in the long run can increase customer satisfaction because consumers feel satisfied using the product or brand (Sara Haghbin, Mehdi Abzari 2019). The previous research conducted by Damayanti (2019), Stated that the perception of ease of use has a positive effect on brand image.…”

Section: Brand Image Mediates the Effect Of Perceived Ease Of Use On ...mentioning

confidence: 99%

Brand Image as a Mediating Variable of the Influence of Perceived Ease of Use and Price on Customer Satisfaction

Nur Faiza,

Nursani

2023

jdmb

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Customer satisfaction is important for the sustainability of businesses, both online and offline. The purpose of this research is to examine the role of brand image in mediating the relationship between perceived ease of use and price on customer satisfaction. Data was collected by distributing questionnaires to 160 respondents in East Java who had made online purchases using TikTok Shop in the last 3 months. Then, the hypotheses in this study were tested using Partial Least Squares (PLS). The research findings reveal that: (1) Perceived ease of use has a positive and significant effect on customer satisfaction; (2) Perceived ease of use has a positive and significant effect on brand image; (3) Price has a positive and significant effect on brand image; (4) Price has a positive and significant effect on customer satisfaction; (5) Brand image has a positive and significant effect on customer satisfaction; (6) Brand image is able to mediate the influence of perceived ease of use on customer satisfaction; (7) Brand image is able to mediate the influence of price on customer satisfaction.

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“…Some studies have used the unified theory of acceptance and use of technology (UTAUT I & II) (Palos Sanchez et al, 2021) as an underpinning theory for investigating OCE and repurchase intention (Khan et al, 2022;Hunag, 2023). Previous literature indicates the use of Marketing 4.0 (partially) to examine the evaluation of brands (Yeğin & Ikram, 2022), brand perception (Yasar & Korkusuz Polat, 2022), customer satisfaction and engagement (Ghonim et al, 2022).…”

Section: Introductionmentioning

confidence: 99%

Digitization, Marketing 4.0, and Repurchase Intention in E-Tail

Dash

Rishi

Akmal

et al. 2023

Journal of Global Information Management

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The Marketing 4.0 phenomenon has drawn positive attention recently due to digitization and the need for upgraded frameworks. It was recently proposed with four components: brand identity, brand image, brand integrity, and brand interaction (4i). Brand interaction caters to the latest digitization trends in the industry. This study applies the Marketing 4.0 framework in a cross-national emerging economy context. It proposes a model that examines the impact of Marketing 4.0 on the online customer experience (OCE) and online repurchase intention (ORPI). Five hundred twenty-eight online shoppers of the branded apparel segment from two emerging economies participated in the study. The findings indicate the validity of the adapted Marketing 4.0 scale across the samples. All the direct hypotheses are accepted except one proving the positive impact of Marketing 4.0 on the OCE and the ORPI. Furthermore, the OCE significantly mediates the relationships between Marketing 4.0 elements and the ORPI, except for brand interaction (BINT).

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The Impact of Marketing 4.0 on Customer Satisfaction and Engagement: The Distinctive Role of Brand Interaction in the Egyptian Hotel Industry

Cited by 8 publications

References 97 publications

Reflections on Sustainable Urban Mobility, Mobility as a Service (MaaS) and Adoption Models

Reflections on Sustainable Urban Mobility, Mobility as a Service (MaaS) and Adoption Models

Brand Image as a Mediating Variable of the Influence of Perceived Ease of Use and Price on Customer Satisfaction

Digitization, Marketing 4.0, and Repurchase Intention in E-Tail

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