Perceived value is an extremely important concept in marketing and many authors have dealt with it in recent years. In Slovenia perceived value of product is a rather neglected aspect of the research. Moreover, nobody has empirically researched the impact of individual factors on perceived value of a product. The researched target group was students – the fastest growing segment among the users of mobile phones in Slovenia. In their research the authors focused on two of the perceived value impact factors: perceived product quality and perceived risk. Based on literature and our own findings, their main researched objective was to design the model of relationships among perceived value, perceived quality and perceived risk. After the model had been tested with the method of structural equation modeling (LISREL 8.0), the authors found that statistically significant relationships (positive and negative, direct and indirect) among the concepts researched exist.

In addressing the nuanced interplay between consumer attitudes and Artificial Intelligence (AI) use readiness in physical retail stores, the main objective of this study is to test the impacts of prior experience, as well as perceived risks with AI technologies, self-assessment of consumers’ ability to manage AI technologies, and the moderator role of gender in this relationship. Using a quantitative cross-sectional survey, data from 243 consumers familiar with AI technologies were analyzed using structural equation modeling (SEM) methods to explore these dynamics in the context of physical retail stores. Additionally, the moderating impacts were tested after the invariance analysis across both gender groups. Key findings indicate that positive prior experience with AI technologies positively influences AI use readiness in physical retail stores, while perceived risks with AI technologies serve as a deterrent. Gender differences significantly moderate these effects, with perceived risks with AI technologies more negatively impacting women’s AI use readiness and self-assessment of the ability to manage AI technologies showing a stronger positive impact on men’s AI use readiness. The study concludes that retailers must consider these gender-specific perceptions and attitudes toward AI to develop more effective strategies for technology integration. Our research also highlights the need to address gender-specific barriers and biases when adopting AI technology.

Perceived service quality is a well-researched concept in the marketing literature. Several measurement scales have been proposed, including for banking services, but most apply to the physical service environment. On the other hand, there is a lack of instruments available to measure the quality of banking services in a digital environment. Nowadays, especially pushed by the COVID-19 situation and sustainable development goals promoted by the United Nations, digitalization of services is a new normal. It is often perceived as a green banking practice and a prerequisite to contribute to the SDGs and environment per se. The purpose of this paper is to develop and validate a perceived quality scale of e-banking services. The proposed measurement model was tested on a convenience sample of 335 respondents from Slovenia and Croatia via web-based questionnaires. Content validity, construct validity, dimensionality, and discriminant validity were assessed with EFA and CFA. The results prove that the instrument is appropriate for measuring the perceived quality of e-banking services. It measures six dimensions: efficiency, availability, contact, design, security, and fulfillment. Additional group analysis shows that the scale applies to different cultural contexts. The main limitation of the research is that the instrument measures only the perceived quality of e-banking services provided through online channels. The main theoretical and managerial implications are also discussed.

Purpose: The purpose of this paper is to measure attitudes towards cosmetic surgery services among women and to determine the potential segments of women according to their attitudes towards cosmetic surgery services and discover the main differences among them. Design/methodology/approach: The research was implemented on a sample of 258 women in Slovenia. A quota sample was chosen for this research following the age characteristics of the Slovenian female population. The data collection method used was personal interviews. Convergent validity for the attitudes towards cosmetic surgery services was assessed with exploratory factor analysis. The segmentation analysis procedure was implemented in two phases. First, hierarchical clustering with Ward’s method was deployed, and in the second step K-means cluster analysis was used. Findings: The results show that four clusters were clearly distinctive according to three dimensions, namely, intrapersonal, social and consider component. In further analysis, four segments of women were analysed regarding the fear of ageing, the importance of appearance, body image and self-esteem. Results show that all four segments are unique and distinguish one from another. Practical implications: Through segmentation analysis, authors of this study indicate two segments (target groups) that are possibly interesting for providers of cosmetic services. Marketing communication activities should mainly be focussed on the woman’s appearance. Originality/value: Based on a theoretical hypothesis and use a quantitative method, the aim of this paper is to provide a deeper analysis and understanding of attitudes and views of different woman profile regarding cosmetic surgeries. It presents a more structured view on differences that exist among segments of female consumers while also adding new insights into the factors that influence attitudes towards cosmetic procedures.

Purpose – In many industries, perceived service value is found to be a significant mediator between perceived service quality and customer satisfaction and loyalty. Therefore, this paper aims to test a conceptual model of perceived...