A fogyasztói lojalitás előzményei a magyar mobiltelefonos szolgáltatási piacon – A bizalom szerepe (Antecedents of the consumer loyalty in the Hungarian telecommunication market – the role of trust)

A fogyasztói lojalitás kritikus versenyelőnynek számít a szolgáltatóknak a telekommunikációs szektorban, ahol a piac növekedésének lassulásával és az erősödő piaci verseny folytán a vállalatoknak inkább a fogyasztók megtartására kell fókuszálniuk. Egyre fontosabbá vált és válik a piaci részesedés, illetve a már meglévő ügyfelek megtartása, mivel az új ügyfelek megszerzésének költsége és nehézsége is megnőtt. Az ügyfelek megtartásához ki kell vívni a hosszú távú kapcsolat fenntartását, vagyis a fogyasztók lojalitását. A korábbi marketing-irodalomban a fogyasztók elégedettségének szerepe a lojalitás kialakításában vitathatatlan, azonban felmerül a kérdés, hogy mennyire közvetlen ez a hatás. Így érdemes megvizsgálni, mint közvetítő változónak az elégedettség és lojalitás között, a fogyasztói bizalom szerepét is a fogyasztói lojalitás formálódásában. A szerző empirikus kutatásának eredményei azt támasztják alá, hogy a fogyasztói elégedettség hatása a fogyasztói lojalitásra nem feltétlenül közvetlen, hanem a fogyasztói bizalom játszik közvetítő szerepet, és a bizalom a fogyasztói lojalitás erősebb indikátorának bizonyult, mint egyedül az elégedettség. / === / The consumer loyalty is a crucial competitive advantage in the telecommunication sector, which has a decreasing growth rate and increasing market competition, so the companies should focus on the consumer retention. The market share and the retention of present consumers become more and more important, because both the cost and the difficulty of the acquisition of new consumers are increased. The previous marketing literature states that the role of satisfaction in loyalty is evident, but the effect is not necessary a direct one. Worth to examine the role of consumer trust in loyalty creation, where trust is a mediator variable between satisfaction and loyalty. The author’s empirical results suggest the direct effect of satisfaction on loyalty is not necessary direct, but indirect, where the consumer trust is the link. The effect of trust on loyalty is higher than the satisfaction alone.

An examination of the relationship of governance structure and performance: Evidence from banking companies in Bangladesh

Corporate governance has become increasingly important in developed and developing countries just after a series of corporate scandals and failures in a number of countries. Corporate governance structure is often viewed as a means of corporate success despite prior studies reveal mixed, somewhere conflicting and ambiguous, and somewhere no relationship between governance structure and performance. This study empirically investigates the relationship between corporate governance mechanisms and financial performance of listed banking companies in Bangladesh by using two multiple regression models. The study reveals that a good number of companies do not comply with the regulatory requirements indicating remarkable shortfall in corporate governance practice. The companies are run by the professional managers having no duality and no ownership interest for which they are compensated by high remuneration to curb agency conflict. Apart from some inconsistent relationship between some corporate variables, the corporate governance mechanisms do not appear to have significant relationship with financial performances. The findings reveal an insignificant negative impact or somewhere no impact of independent directors and non-independent non-executive directors on the level of performance that strongly support the concept that the managers are essentially worthy of trust and earn returns for the owners as claimed by stewardship theory. The study provides support for the view that while much emphasis on corporate governance mechanisms is necessary to safeguard the interest of stakeholders; corporate governance on its own, as a set of codes or standards for corporate conformance, cannot make a company successful. Companies need to balance corporate governance mechanisms with performance by adopting strategic decision and risk management with the efficient utilization of the organization’s resources.

Trust - Networking - Innovation

From innovation point of view the agri-food industry is seen as matured branch of the economy, where revolutionary new products and processes are very rare. Especially the SMEs are in squeezing situation: they have to fit very sharp prerequisites and demands on one side and very much constrained resources to give them power in order to formulate appropriate answers on the other side. They are looking for partners beyond the boundaries of their organization, mainly with other firms, universities, research organisations and government agencies. Adopting an effective innovation process to successfully introduce and develop new products to the market has become one of the most important strategies for food companies. The innovation dimension of networking activity contributes to growing network complexity, which in turn also affects the nature of traditional governance structure. Trust and other relational factors are playing an increasing role in these structures. Our research interest is whether the trust as coordination form of governance structure plays significant role in the Hungarian agri-food industry. Empirical data was drawn from a survey carried out in Central Hungary and aiming at the research of cooperation and knowledge management within the SMEs of the food economy. Structural Equation Modelling (SEM) is applied in order to determine the relationship among the three (Trust, Networking, Innovation) latent factors. We have found that trust plays significant positive role in increasing networking activity and innovation, but the extent of it is less than expected.