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Journal of Asian Business and Economic Studies |
Vol. 26(02)
, October 2019, Page 189-205
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Ecotourists’ satisfaction and dissatisfaction: asymmetric effects of service attributes |
Thi Ngoc Thuy Vo & Hoang Doan Phuong Thao |
Abstract
Purpose – The purpose of this paper is to identify and classify ecotourism service elements according to their instrumentality to customer satisfaction.
Design/methodology/approach – Drawing on the ECOSERV model, the authors conduct further qualitative and quantitative research to find additional dimensions of service quality. Kano’s model and Customer Satisfaction Index are then employed with a sample of 324 ecotourists to categorize these service quality elements.
Findings – A new scale of ecotourism service quality is proposed, with the addition of four dimensions: price-quality, interaction with locals, interaction with other customers and relaxation feelings. The paper also confirms the existence of four groups which are classified according to their level of impacts on satisfaction and dissatisfaction: attractive, one-dimensional, must-be and indifferent.
Originality/value – The paper improves the present ecotourism scale and develops an integrated approach to facilitate effective decision making by identifying areas that require greater attention, thus providing practical benefits for eco-site managers. It also hopes to contribute to better understanding about ecotourism services in the context of an Asia country like Vietnam and encourages further research in this area.
Keywords
Satisfaction, Kano model, Categorization, Ecotourism, ECOSERV, Asymmetrical weights
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Channel capability and the effectiveness of new product strategies: Deepening the FMCG’s business
2020, Journal of Asian Business and Economic Studies
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Abstract
Purpose - The purpose of this paper is twofold: detecting, describing and providing a detailed understanding on the essence of buyer responses on the channel capability in deciding new product purchase; and describing the effectiveness of new product innovation related to the channel capability. The new product innovation intended here is an outcome of the brand strategy created by the fast-moving consumer goods (FMCG) manufacturer.
Design/methodology/approach - This research applies qualitative method and uses grounded theory approach and pragmatism interpretation, which are focused on FMCG. The approach chosen in research is grounded theory and pragmatism, parallel to the previous phenomenology and constructivism approach; therefore, the main data for this study use transcript records of the results of in-depth interviews in the field of study.
Findings
The research showed the following results: the channel capability aspects (warehouse space, shelf space and customer coverage) are the essence of buyers’ responses; construction of business buyer behavior and economic mechanism; the effectiveness of new product innovation; and channel capabilities of selling products.
Practical implications
The results of this research have some implications: developing the concept of business buyer behavior in a new-task purchase situation; expanding the micro-economic system of trading sector; and expanding the concept of marketing mix strategy.
Originality/value
Some of the theoretical implications are the originality of this research paper; therefore, the constructs will be described theoretically in order to provide practical understanding in some contexts of business importance.
Factors affecting mobile shopping: a Vietnamese perspective
2020, Journal of Asian Business and Economic Studies
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Abstract
Purpose – Mobile shopping is the current trend for firms to conduct business, having great advantages over electronic shopping as well as traditional shopping. The purpose of this paper is to discuss not only the driving forces of mobile shopping behaviors from the theory of reasoned action (TRA) perspective, but also the additional promotion and barrier sides of the mobile business.
Design/methodology/approach – A structural equation modeling approach with latent constructs is applied on a self-administered survey data of 208 Vietnamese consumers to test the hypotheses.
Findings – The results of this study have proved the predictive power of TRA in exploring consumer behavior in the context of mobile shopping. Also, both promotion and barrier variables have significantly strong impacts on the intention to adopt mobile shopping.
Research limitations/implications – Future studies would benefit from investigating other variables (e.g. specific aspects of trust and risk) and using actual behavior (e.g. online purchases).
Practical implications – Business managers should pay attention to both promotion and barrier factors to understand how and why Vietnamese consumers adopt mobile shopping.
Originality/value – This pioneering study adapts the TRA model with extended promotion and barrier variables to explain mobile shopping in the context of Vietnam
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