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Hong-Youl Ha is a professor of marketing at Dongguk University, Seoul, in Korea. He obtained his PhD from Swinburne University of Technology in Australia and has published articles in journals such as the Journal of Computer-mediated Communication,International Marketing Review, European Journal of Marketing, Service Industries Journal, Journal of Services Marketing, Journal of Consumer Marketing, Journal of Consumer Behaviour, International Journal of Consumer Studies, and Internet Research.
Extant hospitality literature has tended to view the dimensions of service quality as primarily complementary or differential in nature. However, studies of the similarities and differences between the two types of service quality have been limited. This study investigates how restaurant image and customer orientation affect the relative importance of both process and outcome service quality in customer satisfaction, focusing on restaurants during the COVID-19 pandemic. Using a moderated moderation process and macro-based approach (M = 3), our findings show that process service quality impacts restaurant satisfaction; however, they also reveal that outcome service quality has a stronger main effect on restaurant satisfaction than process service quality. In particular, the findings show that the negative impact of the relationship between process (or outcome) service quality and restaurant image on restaurant satisfaction is insignificant when customer orientation is low. On the other hand, the same relationship has an even stronger positive effect on restaurant satisfaction when customer orientation is high. These findings have implications for restaurants’ efforts to develop and improve service quality, and bolster customer orientation, helping them identify more effective strategic approaches during and after the COVID-19 pandemic.
Huifeng Pan; Hong-Youl Ha. Service Quality and Satisfaction in the Context of Varying Levels of Restaurant Image and Customer Orientation during the COVID-19 Pandemic. Sustainability 2021, 13, 9694 .
AMA StyleHuifeng Pan, Hong-Youl Ha. Service Quality and Satisfaction in the Context of Varying Levels of Restaurant Image and Customer Orientation during the COVID-19 Pandemic. Sustainability. 2021; 13 (17):9694.
Chicago/Turabian StyleHuifeng Pan; Hong-Youl Ha. 2021. "Service Quality and Satisfaction in the Context of Varying Levels of Restaurant Image and Customer Orientation during the COVID-19 Pandemic." Sustainability 13, no. 17: 9694.
Public financial loans are very complex. However, previous research has largely neglected the effective management of public funds. More specifically, how to maintain the optimal balance between small businesses and loan providers for managing public funds over time remains unclear. Moreover, little is known about how public funds should be managed to increase survival periods, which are directly related to these institutions’ financial stability. This study tests the difference between public fund borrowers and providers from perspectives on their long-term survival and compares survival periods using 499,554 guaranteed loans. The findings show that 85% guarantee ratios and high credit ratings help increase survival periods. The findings also show that individual-based borrowers, such as self-employers, have a strong tendency to survive much longer than SMEs. Finally, our study extends the literature by offering a risk theory perspective on public financial institutions that explains how guarantee ratios and credit ratings affect the survival periods of borrowers, resulting in these institutions’ financial soundness.
Kwangchul Ji; Hong-Youl Ha. Empirical Evidence of Risks of Public-Loan Finance: Comparison between Self-Employers and SMEs. Sustainability 2021, 13, 6426 .
AMA StyleKwangchul Ji, Hong-Youl Ha. Empirical Evidence of Risks of Public-Loan Finance: Comparison between Self-Employers and SMEs. Sustainability. 2021; 13 (11):6426.
Chicago/Turabian StyleKwangchul Ji; Hong-Youl Ha. 2021. "Empirical Evidence of Risks of Public-Loan Finance: Comparison between Self-Employers and SMEs." Sustainability 13, no. 11: 6426.
Marketing literature emphasizes the importance of green product adoption for environmental sustainability. However, consumers’ evaluations of the key factors (for adopting green products) differ in critical ways. Drawing on a consumer–marketing interface, this study uses a binary logit model to investigate how consumers adopt two different types of products (e.g., glass and electronic). The results show that the impacts of the twelve factors behind consumer adoption of green products vary widely between glass and electronic products. Specifically, the analysis identifies four factors (eco-labeling, peer groups, cultural values, and environmental awareness) that have no influence on consumer adoption intentions. It also shows that males are more likely to have positive adoption intentions than females for both glass and electronic products. The authors conclude this paper by discussing the implications of these important findings for research and practice.
Lan-Lan Wan; Hong-Youl Ha. Sustainable Green Product Adoption Test Using Logistic Regression: Comparison of Glass and Electronic Products. Sustainability 2021, 13, 5084 .
AMA StyleLan-Lan Wan, Hong-Youl Ha. Sustainable Green Product Adoption Test Using Logistic Regression: Comparison of Glass and Electronic Products. Sustainability. 2021; 13 (9):5084.
Chicago/Turabian StyleLan-Lan Wan; Hong-Youl Ha. 2021. "Sustainable Green Product Adoption Test Using Logistic Regression: Comparison of Glass and Electronic Products." Sustainability 13, no. 9: 5084.
This study examines the linkages among performance and financial risks, online customer reviews, and restaurant revisit intention. Using a survey of 274 respondents for two time-intervals (T1 and T2), the results for T1 reveal that online customer reviews directly affect restaurant visit intention and performance risk, and financial risk directly affects restaurant visit intention. In contrast, the results for T2 show that online customer reviews have an insignificant impact on performance risk, while financial risk similarly does not have a significant impact on restaurant visit intention. Moreover, the temporal effects of online customer reviews on restaurant (re)visit intention decrease over time. Interestingly, while online customer reviews affect performance risk for the first visit (T1) to a restaurant, their impact on financial risk for the subsequent visit (T2) reduces. By adding new approaches to the discussion about the evolution of online review effects, the results speak to both scholars and managers.
Pan Huifeng; Hong-Youl Ha. Temporal effects of online customer reviews on restaurant visit intention: the role of perceived risk. Journal of Hospitality Marketing & Management 2021, 1 -20.
AMA StylePan Huifeng, Hong-Youl Ha. Temporal effects of online customer reviews on restaurant visit intention: the role of perceived risk. Journal of Hospitality Marketing & Management. 2021; ():1-20.
Chicago/Turabian StylePan Huifeng; Hong-Youl Ha. 2021. "Temporal effects of online customer reviews on restaurant visit intention: the role of perceived risk." Journal of Hospitality Marketing & Management , no. : 1-20.
Little empirical evidence is obtained for the moderating outcomes of mobile promotions (M-promotions) during subsequent repurchasing events. This study examines how M-promotions indirectly influence repurchase intentions, and how the level of promotions moderates the relationship between repurchase intentions and their determinants. The findings show that three determinants (i.e., brand attitude, functional quality, and online reviews) directly lead to repurchase intention. However, the moderating effects of M-promotions vary. Especially, our findings show that the moderating effect of M-promotions is only significant in the relationship between functional quality and repurchase intentions and that between online reviews and repurchase intentions. Repurchase intentions are increased by high M-promotions when functional quality is low, and when online reviews are positive.
Kwangchul Ji; Hong-Youl Ha. An Empirical Test of Mobile Service Provider Promotions on Repurchase Intentions. Sustainability 2021, 13, 2894 .
AMA StyleKwangchul Ji, Hong-Youl Ha. An Empirical Test of Mobile Service Provider Promotions on Repurchase Intentions. Sustainability. 2021; 13 (5):2894.
Chicago/Turabian StyleKwangchul Ji; Hong-Youl Ha. 2021. "An Empirical Test of Mobile Service Provider Promotions on Repurchase Intentions." Sustainability 13, no. 5: 2894.
This study aims to further understand the moderating role of customer orientation in the formation of customer satisfaction in the Chinese restaurant context. The first finding of direct effects reveals that customer orientation has a positive impact on quality evaluations, restaurant image and customer satisfaction. Taken in sequence, customer orientation improves quality evaluations, which, in turn, improves restaurant image and customer satisfaction. In particular, restaurant image by itself is not significant in its impact on customer satisfaction, whereas higher levels of customer orientation moderate to strengthen the relationship of restaurant image with customer satisfaction. The authors then provide a managerial framework that can be used to guide customer orientation improvement efforts.
Yingxue Xia; Hong-Youl Ha. Does Customer Orientation Matter? Direct and Indirect Effects in a Service Quality-Sustainable Restaurant Satisfaction Framework in China. Sustainability 2021, 13, 1051 .
AMA StyleYingxue Xia, Hong-Youl Ha. Does Customer Orientation Matter? Direct and Indirect Effects in a Service Quality-Sustainable Restaurant Satisfaction Framework in China. Sustainability. 2021; 13 (3):1051.
Chicago/Turabian StyleYingxue Xia; Hong-Youl Ha. 2021. "Does Customer Orientation Matter? Direct and Indirect Effects in a Service Quality-Sustainable Restaurant Satisfaction Framework in China." Sustainability 13, no. 3: 1051.
This study examined the effect of mobile operator promotions (MOP) on customer purchase intentions using longitudinal survey data (over two phases in a two-year period) from mobile phone consumers in South Korea. Results indicated that MOP led indirectly to repurchase intentions, but moderated mediation effects varied across time points. MOP appears primarily to moderate brand attitudes, which strongly influence repurchase intentions. Specifically, the direct effect appears between purchase intentions at time T and repurchase intentions at T + 1; however, the moderating influence of MOP is limited in these timeframes.
Pan Huifeng; Hong-Youl Ha. Effects of mobile service operator promotions in repurchase behaviour in South Korea: a longitudinal study. Asia Pacific Business Review 2021, 1 -12.
AMA StylePan Huifeng, Hong-Youl Ha. Effects of mobile service operator promotions in repurchase behaviour in South Korea: a longitudinal study. Asia Pacific Business Review. 2021; ():1-12.
Chicago/Turabian StylePan Huifeng; Hong-Youl Ha. 2021. "Effects of mobile service operator promotions in repurchase behaviour in South Korea: a longitudinal study." Asia Pacific Business Review , no. : 1-12.
Temporal dynamics in business-to-business (B2B) relationships are the evolution of B2B relationship stages. This study offers new insights in examining the impact of the temporal dynamics on firm performance during the B2B relationship stages. Drawing on B2B stage models, social exchange theory and the evolution of trust, the results show that the link between trust and firm performance weakens when a relationship between two parties reaches a particular stage. trust has a positive effect on firm performance in the same period; however, this positive effect decreases over time. Thus, the impact of trust on firm performance is insignificant in subsequent relationship stages in the start-up context. The impact of trust on firm performance is unstable and decreases over time. This study offers new theoretical and managerial insights regarding the temporal dynamics in B2B relationships.
Hong-Youl Ha. Exploring the Effects of Trust and its Outcomes in B2B Relationship Stages: A Longitudinal Study. Sustainability 2020, 12, 9937 .
AMA StyleHong-Youl Ha. Exploring the Effects of Trust and its Outcomes in B2B Relationship Stages: A Longitudinal Study. Sustainability. 2020; 12 (23):9937.
Chicago/Turabian StyleHong-Youl Ha. 2020. "Exploring the Effects of Trust and its Outcomes in B2B Relationship Stages: A Longitudinal Study." Sustainability 12, no. 23: 9937.
Research on some key boundary conditions and outcomes of consumers’ relationship termination in the online environment is scare. We examine how four categories (e.g., upkeep, time, benefits, and personal loss) of avoiding relationships affect customers’ relationship termination. We also consider both the motivation (hedonic vs. utilitarian) and switching costs when customers evaluate whether to exit from or stay in a relationship. Results show that time plays a significant role in customers’ relationship termination, but there appears to be an increase or decrease in customers’ relationship termination associated with the role of two moderators. More specifically, upkeep plays a significant role in affecting relationship termination for consumers motivated by hedonic interests (as opposed to those motivated by utilitarian interests). Meanwhile, personal loss plays a role in affecting relationship termination for utilitarian consumers (and not hedonic). Furthermore, we found that high switching costs facilitate a relationship termination if time and personal loss are involved. The findings indicate that the effect of high switching costs on customer loyalty is limited. We also found that when consumers consider time category, they are likely to have a greater intent to terminate a relationship regardless of the level of switching costs.
Pan Huifeng; Hong-Youl Ha. Do Customers Pay Attention to Motivations and Switching Costs When They Terminate Their Relationships? Frontiers in Psychology 2020, 11, 1 .
AMA StylePan Huifeng, Hong-Youl Ha. Do Customers Pay Attention to Motivations and Switching Costs When They Terminate Their Relationships? Frontiers in Psychology. 2020; 11 ():1.
Chicago/Turabian StylePan Huifeng; Hong-Youl Ha. 2020. "Do Customers Pay Attention to Motivations and Switching Costs When They Terminate Their Relationships?" Frontiers in Psychology 11, no. : 1.
Drawing on risk and communication theory, this study examines the moderating effects of online customer reviews in the Chinese restaurant context. In particular, we examine how review trustworthiness may moderate the relationship between two types of risk (performance risk and financial risk) and restaurant visit intention. After reviewing the sample criteria and excluding surveys with missing values, the final sample comprised 520 respondents from the context of Chinese restaurants. We tested the proposed hypotheses using hierarchical moderated regression and found that financial risk negatively impacts both restaurant visit intention and responses to two- and three-way interactions. More specifically, the negative effects diminish when positive trade-off effects increase. This analysis strongly supports the two-way interaction effects of review trustworthiness while showing that the three-way interactions effects of review trustworthiness depend significantly on different levels of review skepticism.
Pan Huifeng; Hong-Youl Ha; Je-Won Lee. Perceived risks and restaurant visit intentions in China: Do online customer reviews matter? Journal of Hospitality and Tourism Management 2020, 43, 179 -189.
AMA StylePan Huifeng, Hong-Youl Ha, Je-Won Lee. Perceived risks and restaurant visit intentions in China: Do online customer reviews matter? Journal of Hospitality and Tourism Management. 2020; 43 ():179-189.
Chicago/Turabian StylePan Huifeng; Hong-Youl Ha; Je-Won Lee. 2020. "Perceived risks and restaurant visit intentions in China: Do online customer reviews matter?" Journal of Hospitality and Tourism Management 43, no. : 179-189.
Purpose Changes in consumers’ awareness of interest rates (deposits and loans) are important for making financial decisions, particularly in the banking industry. However, little is known about the effect of consumer awareness on customer orientation and loyalty. The purpose of this paper is to examine how changes in consumers’ awareness of interest rates in Korea can influence customer loyalty, considering banks’ efforts to improve customer orientation. The authors explicitly rationalize the fact that consumers’ awareness of interest rates can play an important role in moderating the strength of the relationship between customer orientation and loyalty. Design/methodology/approach The data were collected from participants (n=327) who had made banking transactions based on their real income in Seoul. Participants mainly focused on personal loans and debts, and most people had banked with a specific bank (one of the main Korean banks) for longer than three years. The authors tested the effect of interest rates using two methodologies, namely, a field study using SEM and an experimental design. Findings The study tested these relationships with survey data and two simulated experiments. The findings indicated that the influence of customer orientation on customer loyalty decreased with the increase in loan interest rate awareness. Moreover, the customer orientation-loyalty link weakened with the increase in awareness of central bank base rates. Conversely, the awareness that loan rates were decreasing strengthened the relationship. Research limitations/implications Banks need to know the importance of periodic consultation services with valuable consumers who transact with one or more banks because changes in the consumer awareness of interest rates influence customer loyalty (or switching behavior), particularly when their awareness of loan interest rates increases. Originality/value This paper is, to the best of the authors’ knowledge, the first to investigate the consequence of such a change in consumers’ awareness of both deposit and loan interest rates with regard to the relationship between customer orientation and loyalty.
Huifeng Pan; Hong-Youl Ha. When do interest rates matter? Two methodological approaches to loyalty. Asia Pacific Journal of Marketing and Logistics 2019, 32, 46 -64.
AMA StyleHuifeng Pan, Hong-Youl Ha. When do interest rates matter? Two methodological approaches to loyalty. Asia Pacific Journal of Marketing and Logistics. 2019; 32 (1):46-64.
Chicago/Turabian StyleHuifeng Pan; Hong-Youl Ha. 2019. "When do interest rates matter? Two methodological approaches to loyalty." Asia Pacific Journal of Marketing and Logistics 32, no. 1: 46-64.
In this study, we develop and evaluate a framework for investigating the relationship between firm performance and exit intentions—that is, when the termination of Business-to-Business (B2B) relationships involves both conflict and cooperation. This study adds to extant research by demonstrating the importance of temporal changes; the proposed framework highlights the change processes in B2B relationship exit intentions. At time point T, the results suggest that the long-term relationship stage is stable. At time point T + 1, we find that the final relationship stage is dynamic. We demonstrate that several structural-temporal relationships among the investigated links (i.e. conflict-cooperation, conflict-firm performance, and cooperation-firm performance) decrease.
Chang Bum Ju; Hong-Youl Ha. An empirical analysis of the stage model of Business-to-Business relationships in South Korea: a longitudinal study. Asia Pacific Business Review 2018, 25, 367 -391.
AMA StyleChang Bum Ju, Hong-Youl Ha. An empirical analysis of the stage model of Business-to-Business relationships in South Korea: a longitudinal study. Asia Pacific Business Review. 2018; 25 (3):367-391.
Chicago/Turabian StyleChang Bum Ju; Hong-Youl Ha. 2018. "An empirical analysis of the stage model of Business-to-Business relationships in South Korea: a longitudinal study." Asia Pacific Business Review 25, no. 3: 367-391.
Purpose The purpose of this paper is to develop and test a dynamic model of security-based consumer purchasing intentions and empirically addresses gaps in online purchasing theory by examining how loyalty intention may become stronger or weaker over time as a result of prior relationship evaluations. Design/methodology/approach Using a longitudinal study (three-time waves) of commercial website consumers, the authors investigate the proposed model by depicting the relationships among perceived security, perceived risk, website trust and loyalty intentions. Findings The results show that two relationships, namely the perceived security-perceived risk link and the perceived risk-website trust link, which have been little investigated on a longitudinal basis in previous studies, change over time. Interestingly, while social network service (SNS) information perceptions do not have direct effects on perceived risk or loyalty intention, the relationships in which either perceived security and website trust are involved are more important for positively improving perceived security and building website trust. Practical implications The authors suggest that managers may actually benefit from handling SNS information or social communities by delivering well-designed information at strategic stages, targeting key constructs. Originality/value The research contributes to the establishment and testing of temporal carryover effects of various online purchasing-related constructs: perceived security, perceived risk, trust and loyalty intention. More specifically, the longitudinal approach provides new insights regarding the role, potential impact and limitations of two types of perception. It thus highlights how understanding loyalty intention requires reevaluating consumer perceptions as consumers’ judgments evolve.
Hong-Youl Ha; Huifeng Pan. The evolution of perceived security: the temporal role of SNS information perceptions. Internet Research 2018, 28, 1055 -1078.
AMA StyleHong-Youl Ha, Huifeng Pan. The evolution of perceived security: the temporal role of SNS information perceptions. Internet Research. 2018; 28 (4):1055-1078.
Chicago/Turabian StyleHong-Youl Ha; Huifeng Pan. 2018. "The evolution of perceived security: the temporal role of SNS information perceptions." Internet Research 28, no. 4: 1055-1078.
Scholars have devoted considerable attention to the role of turnover in influencing organizational resource allocation. Because research that addresses employee turnover based on longitudinal data remains relatively limited, the impact of employee turnover in a given time period on future turnover, as well as replacement costs, requires further explanation. This study uses the turnover–replacement cost mechanism to empirically test panel data from 224 South Korean firms between 2005 and 2015 (T1–T6). The findings indicate that the relationship between turnover and replacement costs gradually recovered following the global financial crisis and that the carryover effects have been dynamic over time. Although we found no significant effects that confirm the dynamics in our model, our findings suggest that firms must identify unstable dynamics and patterns to address future economic uncertainty. Finally, a comparison of our model to models without control variables reveals similarities and differences between the two control variables (i.e. firm size and type of industry).
Man-Su Kang; Huifeng Pan; Hong-Youl Ha. An empirical test of replacement costs of turnover using human capital corporate panel in Korea. Asia Pacific Business Review 2018, 24, 312 -329.
AMA StyleMan-Su Kang, Huifeng Pan, Hong-Youl Ha. An empirical test of replacement costs of turnover using human capital corporate panel in Korea. Asia Pacific Business Review. 2018; 24 (3):312-329.
Chicago/Turabian StyleMan-Su Kang; Huifeng Pan; Hong-Youl Ha. 2018. "An empirical test of replacement costs of turnover using human capital corporate panel in Korea." Asia Pacific Business Review 24, no. 3: 312-329.
PurposeAlthough the study of credit ratings has focused on traditional credit bureau resources, scholars have recently emphasized the importance of big data. The purpose of this paper is to examine both how these data affect the credit evaluations of small businesses and how financial managers use them to stabilize their risks.Design/methodology/approachUsing data from 97,889 data points for normal guarantees and 1,678 data points for accidents in public funds, the authors explore the effects of trade area grades as well as the superiority of the use of big data when evaluating credit ratings for small businesses.FindingsThe results indicate that the grade information of trade areas is useful in predicting accident rates, particularly for small businesses with high credit scores (AAA-A). On the other hand, the accident rates of small businesses with low credit scores increased from 3.15-16.67 to 3.20-33.3 percent. These findings demonstrate that accident rates for the businesses with high credit scores decrease, but accident rates for businesses with low credit scores increase when using the grades of trade areas.Originality/valueThe authors contribute to the literature in two ways. First, this study provides one of the first investigations on information on trade areas through public financial perspectives, thereby extending the financial risk and retail literature. Second, the current study extends the research on the credit evaluation of small businesses through the big data application of real transaction-based trade areas, answering the call of Park et al. (2012), who recommended an exploration of the relationship between business start-ups and financial risk.
Huifeng Pan; Man-Su Kang; Hong-Youl Ha. Do trade area grades really affect credit ratings of small businesses? An application of big data. Management Decision 2017, 55, 2038 -2052.
AMA StyleHuifeng Pan, Man-Su Kang, Hong-Youl Ha. Do trade area grades really affect credit ratings of small businesses? An application of big data. Management Decision. 2017; 55 (9):2038-2052.
Chicago/Turabian StyleHuifeng Pan; Man-Su Kang; Hong-Youl Ha. 2017. "Do trade area grades really affect credit ratings of small businesses? An application of big data." Management Decision 55, no. 9: 2038-2052.
An enhanced sense of concern related to global climate change and increasing media coverage attributed to this issue has led to an increase in number of consumers actively seeking out and adopting energy-efficient products. Moreover, research indicates that the increasing environmental concern and a greater emphasis on global sustainability issues have been important priorities of global organizations such as the OECD and the UN. Several prior studies have also found, however, that environmentally-conscious people do not show a consistent preference for purchasing environmentally-friendly products or in many cases are not willing to pay a premium for such products. A good understanding of consumer attitudes toward environmental issues and behavioral intentions toward consumption of green products may be particularly important due to the above outlined discrepancy between consumer opinions about environmental issues and actual purchase behavior. This forms the basic premise behind the current research which examines behavioral intentions toward purchase of energy-efficient products utilizing the theory of reasoned action framework. The model proposed is tested utilizing survey data from 202 consumers. The main finding is that indicate that attitude toward energy-efficient product has a stronger effect on intentions compared to the subjective norm component. Among other results, this study finds that eagerness of environmental engagement has a positive effect on intentions. These findings have several implications for both researchers and practitioners, which are discussed in this paper.
Hong-Youl Ha; Swinder Janda. Predicting Consumer Intentions to Purchase Energy-Efficient Products. Developments in Marketing Science: Proceedings of the Academy of Marketing Science 2017, 897 -897.
AMA StyleHong-Youl Ha, Swinder Janda. Predicting Consumer Intentions to Purchase Energy-Efficient Products. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. 2017; ():897-897.
Chicago/Turabian StyleHong-Youl Ha; Swinder Janda. 2017. "Predicting Consumer Intentions to Purchase Energy-Efficient Products." Developments in Marketing Science: Proceedings of the Academy of Marketing Science , no. : 897-897.
Switching intentions in the business-to-business (B2B) relationship context have a powerful impact on a firm’s performance and are often considered in relation to perceived switching costs. This factor has also been considered as a good predictor of actual turnover behaviour resulting in reduced market share and profitability of firms. However, despite the importance of switching intentions in B2B relationships, there is still no evidence either to support linkages to switching costs as a key driver of decision-making or to demonstrate interrelationships with firm performance. The author empirically examines the theoretical process of the cognitive assessment – behavioural intentions – performance linkage that explains a firm’s likelihood of terminating B2B relationships using three moderating variables. The results suggest that the switching intentions are driven by switching costs and their similarity to the direct effect on firm performance. Meanwhile, personal relationship loss costs, rather than other types of switching costs, serve an important role in determining the reduction of switching intentions. Finally, the author discusses insights about the present results and suggests future research directions.
Hong-Youl Ha. The moderating roles of status of B2B evaluator and dependence in the switching costs – switching intentions – performance causal chain in Korea. Asia Pacific Business Review 2016, 23, 1 -18.
AMA StyleHong-Youl Ha. The moderating roles of status of B2B evaluator and dependence in the switching costs – switching intentions – performance causal chain in Korea. Asia Pacific Business Review. 2016; 23 (3):1-18.
Chicago/Turabian StyleHong-Youl Ha. 2016. "The moderating roles of status of B2B evaluator and dependence in the switching costs – switching intentions – performance causal chain in Korea." Asia Pacific Business Review 23, no. 3: 1-18.
Purpose – It has previously been noted that channel relationships are more richly understood when viewed over time. Moreover, there is a lack of research on how two types of satisfaction (economic and social satisfaction) have differential effects on partner trust over time. The purpose of this study is to investigate whether (and if so how) these two types of satisfaction have differential effects on partner trust from the initial stage of channel relationship to the subsequent relationship period. Design/methodology/approach – Longitudinal data are used in an effort to understand the dynamic process of channel relationships over time. Findings – It is found that over time, the strength of the relationship between economic satisfaction and partner trust decreases, while the effect of social satisfaction on partner trust increases. Interestingly, the direct effect of perceived value on partner trust dramatically decreases from time point T to T + 1, indicating that these relationships exhibit significant temporal effects. Research limitations/implications – The most relevant theoretical implication is that social satisfaction has a desirable role of bridging the relationship between perceived value and partner trust at time points T and T + 1. Thus, social satisfaction is a key factor in sustaining a channel partnership over time even after initial perceived value has been enhanced via the route of economic satisfaction. The main limitation is that data were collected in South Korea – further validation would require data from multiple cultural contexts. Practical implications – Results provide important implications for channel members aiming to enhance trust with partners. In initial stages of a relationship, channel members should concentrate their marketing resources on enhancing economic satisfaction, as it plays a key role in enhancing trust. As channel relationships evolve, the role of social satisfaction between perceived value and partner trust becomes more important. Thus, in the latter stages of a relationship, it would be prudent to focus more on activities which enhance social satisfaction. Originality/value – To the best of the authors’ knowledge, there is very little research focusing on temporal carryover effects. The authors thus contribute to the establishment and testing of temporal carryover effects of various business-to-business (B2B) relationship-related constructs, such as perceived value, economic and social satisfaction and partner trust.
Hong-Youl Ha; Myung-Soo Lee; Swinder Janda. Effects of economic and social satisfaction on partner trust. European Journal of Marketing 2016, 50, 100 -123.
AMA StyleHong-Youl Ha, Myung-Soo Lee, Swinder Janda. Effects of economic and social satisfaction on partner trust. European Journal of Marketing. 2016; 50 (1/2):100-123.
Chicago/Turabian StyleHong-Youl Ha; Myung-Soo Lee; Swinder Janda. 2016. "Effects of economic and social satisfaction on partner trust." European Journal of Marketing 50, no. 1/2: 100-123.
In the B2B research literature both perceived value from a relationship with a partner and satisfaction from the relationship over time have been viewed as playing important roles in improving loyalty intentions (Johnson et al. 2006), behavioral intentions (Mittal et al. 1999, 2001), and trust (Friman et al. 2002; Selnes 1998; Ulaga and Eggert 2006). Since extant research predominantly provides a cross-sectional understanding of customer satisfaction (e.g., Geyskens and Steenkamp 2000; Johnson et al. 2006), the present study aims to bolster this literature by investigating customer satisfaction from a longitudinal perspective. To summarize, this study looks at the relationships among perceived value, satisfaction, and trust. In addition, this study evaluates two types of satisfaction (economic and social) previously outlined in the literature as possible mediators of the value-trust relationship. We define economic satisfaction as “a channel member’s evaluation of economic outcomes that flow from the relationship with its partner such as sales volume, margins, and discounts” (Geyskens and Steenkamp 2000, p. 13). An economically satisfied channel member is willing to consider the relationship a success with respect to goal attainment, productivity, and financial outcomes (Geyskens et al. 1999). On the other hand, social satisfaction reflects a channel member’s evaluation of the extent to which interactions with the exchange partner are fulfilling, gratifying, or facile (Geyskens and Steenkamp 2000). We propose that perceived value builds partner trust both directly and indirectly through the evaluation of both economic and social satisfaction. Since trust evolves over time (Bart et al. 2005), our model employs longitudinal data in order to evaluate the proposed relationships. The sampling frame included a list of market participants obtained from Techno-park and Electronic Land, the central markets of the electronic industry in Seoul, South Korea. Data for this study was generated from a longitudinal survey of channel relationships between 431 channel participants (shop owners and their partners). The original questionnaires at time point T were dropped off and picked up by the interviewers in the spring of 2010. After a review for missing items and careless responses, 236 useable questionnaires were collected. At time T+1 (which occurred 24 months after the initial survey), the same questionnaire was sent to the original participants via emails. Telephone follow-ups were conducted after a month and this helped boost response rates. These procedures resulted in 179 usable questionnaires. Thus, 75.8 % of respondents who participated at time point T returned the follow-up questionnaires. Of 179 respondents, 41 % were electronic shop owners and 59 % were small and medium-size companies. Findings indicate that the relationship between economic satisfaction and partner trust becomes less strong over time. Meanwhile, the effect of social satisfaction on partner trust becomes stronger over time and plays a significant role in enhancing trust between two parties. Thus social satisfaction is a key factor in sustaining a channel partnership over time after initial perceived value has been enhanced via the economic satisfaction route. Results further show that temporal effects are involved in all three relationships related to how perceived value affects satisfaction and trust (e.g., perceived value→ economic satisfaction, perceived value→ social satisfaction and perceived value→ partner trust). The effect of perceived value dramatically decreases from time point T to T+1, indicating that these relationships exhibit significant temporal downward effects over time. These results provide important implications for channel members working toward enhancing trust with partners. In initial stages of a relationship, channel members should concentrate their marketing resources on enhancing economic satisfaction. As channel relationships evolve, the role of social satisfaction becomes more crucial and thus a greater focus on activities aimed at enhancing social satisfaction would be prudent. Furthermore, the strong positive carryover effects found in this study illustrate the added value of engaging in and maintaining longer-term relationships. Thus, channel members should continually re-evaluate and redesign social interactions strategically during the course of a relationship with a business partner in order to enhance overall satisfaction and trust within the relationship.
Hong-Youl Ha; Swinder Janda; Myung-Soo Lee. The Effect of Economic and Social Satisfaction on Partner Trust. Developments in Marketing Science: Proceedings of the Academy of Marketing Science 2016, 89 -90.
AMA StyleHong-Youl Ha, Swinder Janda, Myung-Soo Lee. The Effect of Economic and Social Satisfaction on Partner Trust. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. 2016; ():89-90.
Chicago/Turabian StyleHong-Youl Ha; Swinder Janda; Myung-Soo Lee. 2016. "The Effect of Economic and Social Satisfaction on Partner Trust." Developments in Marketing Science: Proceedings of the Academy of Marketing Science , no. : 89-90.
The basic premise of this research is that customer satisfaction with online travel agencies (OTAs) is dynamic in nature. In this context, it still remains unclear what role satisfaction plays in affecting expectations and attitudes toward an online travel agent over time. The study thus utilizes longitudinal data from 353 customers of OTAs to test temporal and carryover effects pertaining to satisfaction. Results indicate that the temporal effect of the expectations–attitudes linkage decreases over time. Carryover effects suggest that customers integrate both pre- and post-travel assessments of expectations and attitudes when evaluating satisfaction.
Hong-Youl Ha; Swinder Janda. The Evolution of Expectations of and Attitudes Toward Online Travel Agencies Over Time. Journal of Travel & Tourism Marketing 2015, 33, 966 -980.
AMA StyleHong-Youl Ha, Swinder Janda. The Evolution of Expectations of and Attitudes Toward Online Travel Agencies Over Time. Journal of Travel & Tourism Marketing. 2015; 33 (7):966-980.
Chicago/Turabian StyleHong-Youl Ha; Swinder Janda. 2015. "The Evolution of Expectations of and Attitudes Toward Online Travel Agencies Over Time." Journal of Travel & Tourism Marketing 33, no. 7: 966-980.