ORCID Profile
0000-0002-6905-4897
Current Organisation
University of Newcastle Australia
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Publisher: Springer Science and Business Media LLC
Date: 24-10-2018
Publisher: Elsevier BV
Date: 05-2022
Publisher: Elsevier BV
Date: 03-2020
Publisher: Emerald
Date: 25-01-2023
DOI: 10.1108/APJML-07-2021-0475
Abstract: The study aims to investigate customers' emotional and behavioral responses to price promotion in omnichannel retailing through the integration of the expectancy-disconfirmation theory, feelings-as-information-theory and regret regulation theory. An online survey was designed in Qualtrics and distributed by an online survey to collect data from 786 (main study) and 150 (a follow-up study) customers from the USA. The participants were randomly assigned to different scenarios related to the need to purchase a toothbrush, laptop or health supplement. After the first purchase, the participants received a discount on the same product that has just been purchased. The discount can be used at an online store or a physical store. The three levels of price promotion after the purchase were 10% (low), 25% (moderate) and 50% (high). The study found that consumers are likely to feel more surprised and less discontented when being offered a higher discount. The emotions further significantly impact their anticipated regret. Further, different discount levels influence patronage intention and omnichannel usage via emotional responses and anticipated regret. These relationships are moderated by product involvement. The study extends knowledge of price promotion and provides insights that can assist retailers in increasing the effectiveness of their sales promotion strategy. Addressing the lacuna in the current literature, which predominantly focuses on the cost and benefits analysis of sales promotion, the study revealed that cross-channel price promotion results in consumers' sophisticated emotional responses.
Publisher: Wiley
Date: 11-03-2022
DOI: 10.1002/MAR.21657
Abstract: Meta‐analysis is a research method for systematically combining and synthesizing findings from multiple quantitative studies in a research domain. Despite its importance, most literature evaluating meta‐analyses are based on data analysis and statistical discussions. This paper takes a holistic view, comparing meta‐analyses to traditional systematic literature reviews. We described steps of the meta‐analytic process including question definition, data collection, data analysis, and reporting results. For each step, we explain the primary purpose, the tasks required of the meta‐analyst, and recommendations for best practice. Finally, we discuss recent developments in meta‐analytic techniques, which increase its effectiveness in business research.
Publisher: SAGE Publications
Date: 26-04-2023
DOI: 10.1177/14413582231167664
Abstract: Technological advances allow the development of an omnichannel strategy to create a seamless experience for customers. This study has adopted a systematic literature review approach to examine, synthesise and extend a body of literature in the area of omnichannel retailing and the role of technology, taking into account both retailers’ and customers’ perspectives. We review 499 research papers to highlight the evolution of omnichannel research with a special focus on technology usage. After extracting the key theoretical foundations underpinning technology-empowered omnichannel retailing, we synthesise the empirical findings and identify emerging topics from the customer perspective including customer value, customer experience, showrooming and web rooming and customer privacy concerns as well as the key themes from the retailer perspective consisting of channel integration, personalisation and resource challenges. Based on the knowledge from the theoretical and empirical insights, we develop three important future research areas to inspire further studies in this domain.
Publisher: Wiley
Date: 19-08-2020
DOI: 10.1111/IJCS.12609
Abstract: Customer engagement behaviour has emerged as an influential concept in marketing and refers to customers' behavioural manifestation towards a firm originating from motivational drivers. To provide a comprehensive and generalisable picture of this concept, this study provides a meta‐analysis integrating data of 196 effect sizes of 184 publications with a s le of 146,380. The findings reveal engagement through two pathways: organic pathway as relationship‐oriented (perceived quality, perceived value and relationship quality) and promoted pathway as firm‐initiated (functional and experiential initiatives). Moderator analysis indicates that the influence of the two pathways on engagement depends on engagement context (online vs. offline), industry type (service vs. manufacturing) and product type (hedonic vs. utilitarian) and cultural context. Findings support attitudinal engagement–loyalty and behavioural engagement–firm performance linkage. Study results provide new insight into various engagement approaches and their relationship to each other. The authors offer recommendations to help marketers manage their customer engagement process more effectively.
Publisher: Elsevier BV
Date: 03-2008
Publisher: Emerald
Date: 22-08-2023
Abstract: Recent literature on customer engagement has introduced the concept of “actor engagement,” which serves as the foundation for this study. The study aims to investigate the formation of engagement and engagement's impact on the performance of sharing economy platforms in an international context. The study analyses unstructured data from 145,434 service providers and 1,703,266 customers on Airbnb across seven countries (USA, Canada, United Kingdom, Australia, South Africa, China and Singapore). Machine learning techniques are used to measure actor engagement, and the research model is tested using structural equation modelling (SEM). The findings suggest that actor engagement, encompassing the reciprocal relationship between customer engagement and service provider engagement, has a significant impact on platform performance. The moderator analysis highlights the role of cultural differences in the relationship between customer engagement and service provider engagement and between actor engagement and platform performance. Specifically, the study reveals that actor engagement exhibits a more pronounced impact on platform performance in Western countries (such as the USA, Australia and the UK), compared to Eastern countries (such as China and Singapore). The analysis of the conceptual model is based on the utilisation of behavioural data obtained from the Airbnb website. Due to the nature of the available data, proxies are employed as measures for variables such as platform performance. This research is amongst the first to provide empirical evidence for actor engagement formation and the function's role in platform performance in the sharing economy. The global nature of Airbnb as a platform facilitates the investigation of country-level factors, specifically cultural values, across seven erse countries and highlight differences from business to customer (B2C) business models.
No related grants have been discovered for Mojtaba Barari.