Detailed Table of Contents
Preface...... xix
Acknowledgment...... xxvii
Introduction...... xxviii
Chapter 1 Understanding Customer Engagement and Purchase Behavior in Automobiles: The Role of Digital Technology...... 1 Krishnadas R., SASTRA University, India
With rapid technological innovation, customer expectations are evolving at a faster pace. Technology plays a vital role in the value creation by kindling opportunities through transmuting consumption landscape. Digital technology acts as a powerful tool for bringing out the transformation across various sectors including the automobile industry augmented by the expectations of the new generation customers. With the beginning of the online revolution in the automobile sector, shoppers have started to rely on online platforms. OEMs and dealers need their strong presence across Omni channels to battle out the competition and have to focus on the digital-savvy shoppers to foster sales. Hence, auto retailers have to explore and experiment with different platforms that offer a flexible consumption-based model with an opportunity for experimenting and co-creating new features.
Chapter 2 Using Chatbots for Customer Care: Advantages and Challenges for Brands...... 14 Patricia Dias, Universidade Católica Portuguesa, Portugal Mafalda Correia, Universidade Católica Portuguesa, Portugal
Chatbots have been applied by brands for providing customer care online, but most experiences are at an early stage. The research sets out to explore which advantages and disadvantages chatbots can bring to brands when used in customer care by studying two companies in Portugal. These exploratory comparative case studies were explored with qualitative methods, namely in-depth interviews with relevant agents. The authors concluded that chatbots afford positive results for brands, such as reducing customer care costs and enhancing proximity by being constantly available and responding promptly, but they also pose risks. They start out with an initial database of matches between keywords, questions, and answers and need interaction to evolve and improve. During this initial stage, they often afford negative brand experiences and require constant human monitoring and curating. However, in a maturity stage, they can enhance performance and satisfaction of customer care, motivate shopping by impulse, and nurture loyalty.
Chapter 3 Internet of Things Technologies: Assessing Factors Influencing Consumer Intention to Use...... 29 Liew Chung Sim, Universiti Malaysia Sabah, Malaysia Ang Ju Min, Universiti Malaysia Sabah, Malaysia Goh Yee Teen, Universiti Malaysia Sabah, Malaysia Koh Wai Kin, Universiti Malaysia Sabah, Malaysia Tan Shy Yin, Universiti Malaysia Sabah, Malaysia Teh Ru Yi, Universiti Malaysia Sabah, Malaysia
The aim of this research is to examine factors influencing consumer acceptance of internet of things technology (IoT) guiding by the technology acceptance model (TAM). This quantitative research involves 204 respondents approached via convenience sampling at a public higher learning institution. Data was analyzed using multiple regression, and results revealed that the dimension of perceived usefulness is the most influencing factor on the consumers’ acceptance of IoT technology and consumers’ behavioural intention to use. In the Malaysian context, this research provides additional information in narrowing the research gap with regard to understanding behavioural intention to use the IoT technology. Next, the framework will be used for future exploration to address the issue of how people who have never utilized an IoT innovation react.
Chapter 4 Using Consumerism to Maintain Mobile Customer Engagement...... 45 Deniz Akgül, Kirsehir Ahi Evran University, Turkey
Consumerism is a social phenomenon that refers to the way in which consumer spending habits extend beyond the mere purchase of items for purposes of necessity. Consumerism is inevitable, and the technology sector leads companies to create better products for their consumers. In the early 2000s, a new concept emerged, “new consumerism.” The new consumers are concerned about time, sustainability, authenticity, technology, and simplicity. Their wellbeing plays a vital role in their thinking; they expect the freedom to choose, to see, and to listen. In such a world, companies need to use this new consumer behavior characteristic in order to create customer engagement. This chapter explains what the consumerism is and its transformation to new consumerism in the context of customer engagement. In order to explain this, the author clarifies the relationship between conspicuous consumption and consumerism and also how it affects mobile technology companies. Finally, this chapter argues how to use consumerism to maintain customer engagement.
Chapter 5 Searching the Effects of Viral Marketing via Customer-Based Brand Equity on Purchase Intentions. 66 Asmat Nizam Abdul-Talib, Universiti Utara Malaysia, Malaysia Sana Arshad, Universiti Utara Malaysia, Malaysia
The internet has presented marketers with diverse methods to interact with their target market, and viral marketing is one of those low-cost methods. The purpose of this study is to explore how viral marketing impacts purchase intentions through customer-based brand equity (CBBE) on the basis of models proposed by Aaker and Keller. Social media is one of the essential indicators that influence customers to purchase intensions. However, brand loyalty, one of the important components of CBBE, is studied in terms of customers’ purchase intentions. This study focuses on identifying the role of viral marketing in developing positive brand equity in customers’ mindsets. A comparison of previous and present CBBE models are also presented in this study.
Chapter 6 The Effects of Trust on Parasocial Interaction of Malaysian Facebook (FB) Travel Community...... 76 Samshul Amry Abdul Latif, International Islamic University Malaysia, Malaysia Nadiatul Husna Abdul Aziz, International Islamic University Malaysia, Malaysia
This chapter investigates the effects of trust dimension (competence, benevolence, and honesty) on parasocial interaction (PSI) of a Malaysian travel community through the usage of social media platforms. This study utilized a non-probability purposive sampling approach targeting Malaysians who use FB to interact and share their travel activities using self-administered online survey approach. Based on 142 respondents, the data were analyzed using multiple regression. The findings suggest that all three dimensions under trust are significant in predicting PSI among Malaysian FB travel community. The limitation of the study is that the majority of the samples were females and limited to only one FB community group.
Chapter 7 Antecedents of Social Commerce Adoption in Developing Countries: An Empirical Study...... 91 Felix Nti Koranteng, University of Education, Winneba, Ghana Richard Boateng, University of Ghana, Ghana Richard Apau, Kwame Nkrumah University of Science and Technology, Ghana
The emergence Web 2.0 technologies has transformed e-commerce into social commerce. The benefits associated with social commerce are well known. However, for businesses to reap such benefits, the factors that influence user intention to use social commerce must be understood. However, existing studies draw samples from developed countries. Given that geography and cultural factors affect technology adoption, findings from existing studies may not apply in the developing country context. This study therefore investigates the factors that influence user intention to use social commerce in developing countries. A survey questionnaire was used to gathered responses from 614 students in Ghanaian universities and analyzed using PLS-SEM. The results indicate that information quality, system quality, and service quality have significant influence on user intention to use social commerce. The findings point out the need to provide relevant support to users and ensure accurate and reliable information on social commerce platforms.
Chapter 8 Revealing and Ranking Customer Groups From the Perspective of Their Experiences...... 103 Güzin Özdağoğlu, Dokuz Eylul University, Turkey
Customer segmentation is a process of dividing customers into groups based on particular criteria, often common characteristics, in order to efficiently develop and manage marketing activities. The availability of data in different types and structures generated in digital environments leads to the handling of this process within the scope of data mining. In addition, observing many different dimensions and qualifications in the segmentation process provides the possibility of sorting among the customer groups, and thus, this process leads to both clustering and multi-criteria decision-making problems. Recent applications in this context analyze customers’ profiles and buying behaviors to obtain customer groups and develop scorecards for further use. However, there exist additional data sources reflecting customer experiences about services or products. In this context, this study presents a stepwise and holistic decision framework that includes customer segmentation and ranking of these segments through different dimensions that reflect customer experiences.
Chapter 9 Connecting the Dots Between E-CRM and Customer Loyalty: Mediating Role of Perceived Value and Customer Support...... 123 Lejla Turulja, University of Sarajevo, Bosnia and Herzegovina Merima Činjarević, University of Sarajevo, Bosnia and Herzegovina
The main purpose of this study is to investigate the effects of e-CRM tactics on customer loyalty in B2C markets. In addition, this study attempts to explore the mediating roles of customer service quality and perceived value in the e-CRM – customer loyalty relationship. Moreover, the current research explores the relative importance of individual e-marketing tactics (personalization, reward program, online community, and customer service quality) is a customer loyalty model. A conceptual model is empirically tested in the context of the bank industry, using a sample of 203 bank users. The results indicate that e-CRM has a positive indirect effect on customer loyalty via customer service quality. The findings suggest that online services, personalization, and ease of website navigation are the most important factors in influencing customer loyalty. The present study enhances our understanding of the importance of individual e-CRM tactics in influencing customer loyalty and thereby provides valuable insights for marketing managers in service sectors, particularly the banking sector.
Chapter 10 Digital Marketing: Reviewing the Field Through Science Mapping Technique...... 141 Nilsah Cavdar Aksoy, Gebze Technical University, Turkey Ebru Tumer Kabadayi, Gebze Technical University, Turkey Alev Kocak Alan, Gebze Technical University, Turkey
The continuous development of technology makes marketing scholars and practitioners more dynamic and open to apply new approaches and make new investigations about digital marketing. One of these techniques, the VOSviewer science mapping, was used in this study. This technique is capable of processing thousands of data, as well as providing more systematic, comprehensive, and representative results. This study aims to review the field of digital marketing and reveal the themes under the field to make a comprehensive description of digital marketing so that marketing researchers and practitioners can quickly discover impactful and/or under-developed themes in the field. Thirteen thousand nine hundred ninety-four articles published about digital marketing since 1974 were analysed through the VOSviewer software program. A digital marketing map was created consisting of four topic clusters and three visualization styles. In this way, a visual inference was made about the current state of digital marketing, and its current situation was also discussed.
Chapter 11 Digital Game-Based Learning Features: Effects on Students’ Perceived Motivational Support and Cognitive Investment...... 163 Angaliswaran Kumar, Universiti Malaysia Sabah, Malaysia Kirthana Soundirapandian, Universiti Malaysia Sabah, Malaysia Nor Huda Jaraime, Universiti Malaysia Sabah, Malaysia Muralidharan Krishnan, Universiti Malaysia Sabah, Malaysia Nurhafeezah Salwatul Alzah Juno, Universiti Malaysia Sabah, Malaysia Nurfaaiqa Atiqa Samsudin, Universiti Malaysia Sabah, Malaysia
Digital game-based learning (DGBL) enhances critical thinking and improves college students’ commitment. This study seeks to inspect the effects of digital game-based learning features on student perceived motivational support and cognitive investment. Data was analyzed via multiple regression to assess the relationship between independent variables and dependent variables. Results revealed that students in UMSLIC were significantly affected by factors such as game structure, game involvement, game appeal, attention, relevance, satisfaction, and cognitive investment. What’s more, game involvement and game appeal of DGBL shows that students are more interested. Furthermore, attractive graphics and animations make the students more interested to use DGBL. The game allows the students to roleplay, and the challenges make them fun and more interested throughout the game. It promotes the students to engage deeply in the playing process.
Chapter 12 YouTube for Procedural Learning: Empirical Insights on Student Intention to Use...... 179 Lim Wen Ying, Universiti Malaysia Sabah, Malaysia Chew Yuin Xian, Universiti Malaysia Sabah, Malaysia Chan Cyn Ye, Universiti Malaysia Sabah, Malaysia Leow Shyir Khie, Universiti Malaysia Sabah, Malaysia Siti Badriyah Mohamad Rozlan, Universiti Malaysia Sabah, Malaysia William Junior Yong, Universiti Malaysia Sabah, Malaysia Norbayah Mohd Suki, Universiti Utara Malaysia, Malaysia
YouTube is reshaping teaching and learning across the world and is becoming a preferred platform for students’ procedural learning to acquire relevant skills and knowledge in implementing any tasks. The aims of this research are to assess factors influencing student intention to use YouTube for procedural learning. In addition, the technology acceptance model (TAM) was applied as the underpinning theory. Data was analyzed to examine the hypothesized relationships. Results revealed that content richness, task- technology fit, YouTube self-efficacy, and vividness significantly affect students’ behavioral intention to use YouTube for procedural learning. Results infer that YouTube enlarges its function as a mass-oriented means for procedural learning as students develop positive perceived usefulness of YouTube to influence their behavioral intention to use YouTube. This study integrated TAM and assessed factors influencing student intention to use YouTube for procedural learning. Future research directions are also put forward.
Chapter 13 Digital Storytelling and Parasocial Interaction for Brand-Consumer Relationship...... 197 Hayat Ayar Senturk, Yildiz Technical University, Turkey
Although parasocial interaction as an illusionary experience has been studied extensively in the offline environment, it has only recently attracted research attention in the digital marketing literature. In fact, since parasocial interactions are mediated relationships which involve a medium, it is expected that parasocial behavior will be present in Internet mediated contexts. In this sense, researchers and marketers know little about what online parasocial interaction is and how it works from brand-consumer relationship perspective. Digital storytelling components are underlined as important components in the relationship marketing literature to build trust and develop interpersonal relationships. In the light of this argument, the purpose of this study is, by examining various cases, to reveal the relationship between digital storytelling and parasocial interaction as a new and fresh perspective that needs to be emphasized in technology applications for effective customer engagement.
Chapter 14 Student Intention to Use E-Learning: Effects of Interactivity and Usage Experience...... 215 Tan Pui Nee, Universiti Malaysia Sabah, Malaysia Chan Si Ming, Universiti Malaysia Sabah, Malaysia Kang Guan Kheng, Universiti Malaysia Sabah, Malaysia Too Sit Wai, Universiti Malaysia Sabah, Malaysia Ng Mei Wey, Universiti Malaysia Sabah, Malaysia Liew Tong Seng, Universiti Malaysia Sabah, Malaysia Norbayah Mohd Suki, Universiti Utara Malaysia, Malaysia
The aim of this study is to investigate how interactivity with e-learning influence learners’ consideration to use based on Malaysian settings and the effect relating to the learners’ experiences in using e-learning over a period of time. This study uses a multiple regression for data analysis across a sample of 204 respondents. Based on the analysis, the interactivity factor such as two-way communication has significantly affected among perceived usefulness (PU), perceived ease of use (PEOU), and perceived enjoyment (PE) while controllability and personalization affect towards PU and responsiveness on PEOU. Moreover, PE has directly affected the usage intention of e-learning system over time with increased usage experiences. The results could assist schools or universities enhancing the contents of e-learning system in order to encourage learners to strongly engage in utilizing the education materials that is provided, as well as improving the interactivity factors on the system.
Chapter 15 Investigating Quick Response Code Application in Third-Party Logistics Companies...... 234 Siti Norida Wahab, UCSI University, Malaysia Yew Meng Chee, UCSI University, Malaysia Dazmin Daud, UCSI University, Malaysia
This research aims to ascertain the application of the quick response (QR) code technology as the marketing tools among third-party logistics (3PLs) companies in Malaysia. This study adopted a qualitative research approach by conducting an in-depth interview with five respondents who are experienced in 3PLs services. The supply chain management with the 7Ps marketing mix act was applied as the guiding principle. The findings revealed that the interaction between consumers and 3PLs companies made easy and swift by the enabling application of mobile technology related to QR code. QR code enables to support both 3PLs and logistics industry towards competitive advantage. Growth of the market share, profit-revenue, and sales by utilizing the application of QR code with the linkage of social media is imperative to establish the company brand and reputation. This study has a significant implication for both 3PLs companies and academicians to further explore the practices and its application in a different organization setting.
Chapter 16 Project Management and Customer Activation...... 253 Jurgen Janssens, asUgo Consulting, Belgium
In a digitally (em)powered age, customers expect a service and product experience in line with continuously evolving expectations. This induces great potential for organisations that shape engagement before, during, or after the main customer touch points. Powered by insights coming from the CRM-driven 360° view, they entail even more value when enabling a company to quickly and continuously learn from its experiences. This chapter will illustrate that project managers need to master a dual dynamic
to attain through activated customer engagement. On the one hand, new types of projects, changing expectations, and shifting habits offer humbling challenges. On the other hand, governance, change, and delivery continue to be the foundational baseline. By integrating theoretical insights and real-life cases, the author wants to stimulate project managers. Rather than seeing the digital era as a transformational tsunami for customer engagement, they should see it as an opportunity to go beyond things in a reality where rapidly changing demand entails growth, learning, and great value.
Chapter 17 Sustainable Automated Warehouse Material Handling Equipment Adoption Motives in Malaysia... 275 Siti Norida Wahab, UCSI University, Malaysia Mohamed Syazwan Ab Talib, Universiti Brunei Darussalam, Brunei
In the pursuit of sustainable industrial development, this conceptual piece aims to propose a conceptual model that explains the motivation behind warehouse automated material handling equipment (AWMHE) adoption in Malaysia. Through an extensive review of extant literature and contextual synthesis, and the application of TOE framework as the underpinning concept, an AWMHE conceptual model was developed. Five motives behind AWMHE adoption were identified namely perceived trustworthiness, perceived benefits, perceived cost, external pressure, and management support. This conceptual chapter could serve as a platform for future research, particularly in the warehouse management discipline. Likewise, this model could potentially provide valuable insights to warehouse providers in Malaysia on the need to adopt AWMHE operation. Currently, there are limited studies on the adoption of AWMHE in Malaysia using the TOE framework. Therefore, the current study could contribute to the existing warehouse AWMHE body of knowledge and serves as valuable information to both scholars and practitioners.
Chapter 18 Managing Service Trade-Off for Better Customer Experience...... 289 Saravanan Raman, UOW Malaysia KDU, Malaysia Norazah Mohd Suki, Universiti Utara Malaysia, Malaysia Subhaseni Chinniah, Ministry of Education, Malaysia, Malaysia
This chapter presents the overview of service-operational challenges faced by the service managers in creating customer experience. Trade-offs are described as operational constraints in achieving multiple objectives simultaneously and have been identified the keys in creating memorable and meaningful service experience. Meanwhile, it was emphasized by Skinner that a firm cannot be outstanding at everything, and the managers need to make choices between different core operational capabilities in manufacturing or service systems. In a recent trend, maximizing profit among firms is not a new term because firms are seeking for high profit and would like to sustain their business in the industry by generating high revenue. Thus, the firms are looking at many other possibilities to increase their revenue. This has become the biggest concern among service firms to minimize the trade-offs effects on customer experience. Thus, the service organization attempts to minimize the trade-off practices among service employees and improve the service experience for the customers.
Chapter 19 Quality Assurance in Medical Devices: A Bibliometric Analysis...... 302 Juliana Shaibun, Universiti Utara Malaysia, Malaysia
Quality management system (QMS) is acknowledged as the primary method for any manufacturer, especially medical device manufacturers, in order to sustain the product quality in the competitive advantage in business environment. QMS is an essential requirement for regulatory control in high risk medical devices. Globally, the number of medical device manufacturers certified by ISO 13485 is escalating. Ownership of this certification symbolizes the medical device manufacturer acquired high performance in their QMS. This bibliometric provides a brief review of the quality assurance and how safety plays an important role in medical devices. Bibliometric analysis guided user to summarize the essential part of quality assurance process in medical device. The insights presented in this research assist in building a firm theoretical base and direction for future research.
Chapter 20 Traditional and Complementary Medicine (TCM) Usage vs. Health Technology: Moderating Effect of Races...... 315 Dyana M. L. Chang, Universiti Malaysia Sabah, Malaysia Norazah Mohd Suki, Universiti Utara Malaysia, Malaysia
An integration of traditional and complementary medicine (TCM) into modern medical practices and its utilization along with health technology has incorporated issues like efficacy, quality, and safety. Malaysia government recognized TCM in various medical practices such as homeopathy, traditional Malay medicine, traditional Indian medicine, Islamic medical practices, and traditional Chinese medicine. This research aims to investigate whether races have moderating influence on the relationship of consumers’ perceived safeness, perceived efficacy, holistic balance view, trust, and health awareness, and feeling of TCM usage. A self-administered questionnaire was distributed to 288 respondents residing in Sabah, Malaysia. Results revealed that races correspond with native, Chinese, Indian ethnicity in terms of having better feeling towards the usage of TCM products. The role of TCM usage is vital among the local communities in Sabah, Malaysia whereby they develop positive feeling and patronize towards TCM. Healthcare providers should consider this aspect for business sustainability.
Compilation of References...... 329
About the Contributors...... 383
Index...... 390