Does customer satisfaction lead to improved brand equity? An empirical examination of two categories of retail brands

Purpose – The objective of the present research is to examine the relationship between consumers' satisfaction with a retailer and the equity they associate with the retail brand. Design/methodology/approach – Retail brand equity is conceptualized as a four-dimensional construct comprising: retailer awareness, retailer associations, retailer perceived quality, and retailer loyalty. Then the associative network memory model is applied from cognitive psychology to the specific context of the relationships between customer satisfaction and consumer-based retailer equity. A survey was undertaken using a convenience sample of shopping mall consumers in an Australian state capital city. The questionnaire used to collect data included an experimental design such that two categories of retailers were included in the study: department stores and specialty stores, with three retailers representing each category. The relationship between consumer-based retailer equity and customer satisfaction was examined using multivariate analysis of variance. Findings – Results indicate that retail brand equity varies with customer satisfaction. For department stores, each consumer-based retailer equity dimension varied according to customer satisfaction with the retailer. However, for specialty stores, only three of the consumer-based retailer equity dimensions, namely retailer awareness, retailer associations and retailer perceived quality, varied according to customer satisfaction level with the retailer. Originality/value – The principal contribution of the present research is that it demonstrates empirically a positive relationship between customer satisfaction and an intangible asset such as retailer equity.

The effect of enacted capabilities on adoption of a government electronic procurement system by Malaysian SMEs

Prior studies have shown that innovative information systems (IS) adoption behaviour by small-and medium-sized enterprises (SMEs) is greatly dependent on organizational and environmental characteristics. Government influence (i.e., federal and local government agencies) was found to play an important role in the promotion or enforcement of innovative IS adoption by SMEs, and it is vital for ensuring adoption of nationwide innovative IS, particularly in developing economies. This study introduces the construct of enacted capabilities and examines the enacted capabilities that motivate SMEs to use innovative IS (i.e., a government's electronic procurement systems) to its full potential. A model of how enacted capabilities affect IS adoption behaviour through perceived net benefits and attitude is developed. A survey (and follow-up interviews) of CEOs/owners from Malaysian SMEs was conducted. Results indicate the enacted capabilities possessed by SMEs play a prominent role in determining the adoption of government electronic procurement systems by these enterprises.

Introducing employee social identification to customer satisfaction research: a hotel industry study

The purpose of this paper is to address the concept of linkage research and propose the addition of social identity theory as an important consideration in managing employee-customer interactions and customer satisfaction.