Investigating the effect of salespeople’s personal interaction on customers word- of - mouth with mediating role affective customer experience and moderating role of customer ethnocentrism and foreign product affinity (Case study of: customers of Janbo chain stores in Tabriz)
Subject Areas :Ramin Bashirkhodaparasti 1 , Nasrin Nemati 2
1 - Academic staff of Urmia University Management Department
2 - Urmia University
Keywords: Ethnocentrism, Affinity, Word-of-mouth (WOM), Affective customer experience, Salespeople’s personal interaction,
Abstract :
The purpose of this study was to investigate the effect of personal interaction of sellers on the tendency of customers to word-of-mouth marketing by considering the mediation of effective customer experience and moderation of customer ethnicity and the desire for foreign product among customers of Janbo chain stores in Tabriz. The statistical population is the customers of Janbo chain stores in Tabriz. To determine the sample size, considering that the target population is unlimited, the Cochran sample size determination formula was used and the sample size was 382 people. Sampling method is available in the present study. Data were collected through a questionnaire and to calculate the reliability of the questionnaire we used Cronbach's alpha coefficient, the value of which was calculated for the whole questionnaire 0.874. Also, SPSS software version 25 was used for data analysis and Smart PLS software was used for inferential statistics and hypothesis testing. The results of the study indicate a positive and significant effect of personal interaction of sellers on the desire to market word of mouth to customers and in this regard the effective customer experience has a mediating role and also the moderating effect of customer's ethnicity and desire for foreign product on effective customer experience. Took. Therefore, the main question of this research is whether the personal interaction of sellers affects the desire for word-of-mouth marketing through the mediation of effective customer experience and moderation of customer ethnicity and desire for foreign products among customers of Janbo chain stores in Tabriz?
آذر، ع؛ غلامزاده، ر (1395) مدلسازی معادلات ساختاری: کمترین مربعات جزئی. انتشارات نگاه دانش، چاپ اول
. بافنده زنده ،علیرضا ، دانای نعمت آباد، ناصر، (1396). تحلیل ترجیحات مصرف کنندگان درخریدکالای داخلی یا خارجی، با مدلسازی عامل بنیان ، فصلنامه علمی-پژوهشی تحقیقات بازاریابی نوین، سال هفتم ،شماره پیاپی(24)،بهار ،1396
. بلوچی، حسین (1398). بررسی نقش مذهب، خصومت و قوم پرستی در تمایل به خرید محصولات خارجی مصرف کنندگان تهرانی؛ با نقش تعدیل گری قیمت محصول. مجله مدیریت کسب وکارهای بین المللی ، سال دوم ،شماره سوم ،پاییز 23،1398-1
. چراغی ، سجاد (1400). بررسی تاثیر گرایشات قومی- سیاسی بر رفتارخرید مشتریان، فصلنامه رویکردهای پژوهشی نوین درمدیریت و حسابداری ، سال پنجم ،شماره 52 ،بهار 1400، جلد اول،75-63
. خادمی ، ابراهیم ، میرزایی ، وحید (1398). بررسی رابطه کیفیت خدمات بر بازاریابی دهان به دهان با نقش میانجی گری وفاداری مشتری (موردمطالعه: شعب بانک تجارت استان خراسان شمالی). فصلنامه رویکردهای پژوهشی نوین درمدیریت و حسابداری ، سال چهارم ،شماره 35 ،تابستان1399جلد پنجم،76-54
. منابع خارجی: Acikdilli, G., Ziemnowicz, C., & Bahhouth, V. (2017). Consumer Ethnocentrism in Turkey: Oursare Better than Theirs, Journal of International Consumer Marketing, 30(1),45-57.
Amirshahi, M. A., & Mazhary, Sh. (2007). [Consumer ethnocentrism in small appliances industry of Iran (Persian)].Journal of Marketing Management, 2(3), 72-87.
Anastasiei, B., Dospinescu, N. and Dospinescu, O. (2021), “Understanding the adoption of incentivized word-of-mouth in the online environment”, Journal of Theoretical and Applied Electronic Commerce Research, Vol. 16 No. 4, pp. 992-1007.
Anderson, R. E., Dubinsky, A. J., & Mehta, R. (2008). Personal selling:Building customer relationships and partnerships. Recording for the Blind & Dyslexic.
Asseraf, Y. and Shoham, A. (2017), “Destination branding: the role of consumer affinity”, Journal of Destination Marketing & Management, Vol. 6 No. 4, pp. 375-384.
Balabanis, G., & Diamantopoulos, A. (2004). Domestic Country Bias, Country-of-Origin Effects,and Consumer Ethnocentrism: A Multidimensional Unfolding Approach. Journal of the Academy of Marketing Science,32(1), 80-95. https://doi.org/10.1177/0092070303257644.
Balabanis, G., & Diamantopoulos, A. (2016). Consumer xenocentrism as determinant of foreign product preference: A system justification perspective. Journal of International Marketing, 24(3), 58-77.
Barari, M., Ross, M. and Surachartkumtonkun, J. (2020), “Negative and positive customer shopping experience in an online context”, Journal of Retailing and Consumer Services, Vol. 53, pp. 101985.
Bolton James, Thomas Brashear, Danny Bellenger, Hiram Barksdale jr (2000). Relationship Selling Behavior: Antecedents and Relationship with Performance, Journal of business & industrial marketing, 15: 141- 153.
Chang, J.-I. and Lee, C.-Y. (2020), “The effect of service innovation on customer behavioral intention in the Taiwanese insurance sector: the role of word of mouth and corporate social responsibility”, Journal of Asia Business Studies, Vol. 14 No. 3, pp. 341-360.
Dabholkar, P.A., Thorpe, D.I. and Rentz, J.O. (1996), “A measure of service quality for retail stores: scale development and validation”, Journal of the Academy of Marketing Science,Vol.24 No.1, pp. 3-16.
Durvasula, S.,Andrews, J.C.,& Netemeyer, R.G.(1997). A Cross-Cultural Comparison of Consumer Ethnocentrism in the United States and Russia. Journal of International Consumer Marketing,9(4),73-93.
El Banna, A., Papadopoulos, N., Murphy, S.A., Rod, M. and Rojas-Me ́ndez, J.I. (2018), “Ethnic identity, consumer ethnocentrism, and purchase intentions among bicultural ethnic consumers: ‘divided loyalties’or ‘dual allegiance’?”, Journal of Business Research, Vol. 82 No. C, pp. 310-319.
Elliott, G.R., & Cameron, R.C. (1994). Consumer Perception of Product Quality and the Country of Origin Effect. Journal of International Marketing, 2(2), 49-62
. Fazli-Salehi, R., Torres, I.M., Madadi, R. and Zuniga, M.A ́ . (2021), “Is country affinity applicable for domestic brands? The role of nation sentiment on consumers’ self-Brand connection with domestic vs foreign brands”, Asia Pacific Journal of Marketing and Logistics, Vol. 33 No. 3, pp. 731-754.
Garg, R.; Rahman, Z. and Qureshi, M.N. (2014). Measuring customer experience in banks: Scale development and validation, Journal of Modeling in Management, 9(1), 87-117.
Ghahtarani, A., Sheikhmohammady, M. and Rostami, M. (2020), “The impact of social Capital and social interaction on customers’ purchase intention, considering knowledge sharing in social commerce context”, Journal of Innovation & Knowledge, Vol. 5 No. 3, pp. 71-77.
González-Cabrera, C., and Trelles-Arteaga, K. (2021). Consumer ethnocentrism and purchasing intention in developing countries. Retos Revista de Ciencias de la Administración y Economía, 11(21), pp. 165-179. https://doi.org/10.17163/ret.n21.2021.10
Granzin, K.L., & Painter, J.J. (2001). Motivational influences on “buy domestic” purchasing: Marketing management implications from a study of two nations. Journal of International Marketing,9(2), 73-96.
Hamin, E.G. (2006). A less-developed country perspective of consumer ethnocentrism and “country of origin” effects: Indonesian evidence. Asia Pacific Journal of Marketing and Logistics, 18(2), 79-92.
Hawkins D. I. R & Coney K. A (2004). Consumer behavior: Building marketing strategy. (9Ed),Boston: McGraw-Hill Hoffmann, N.C., Yin, J. and Hoffmann, S. (2020), “Chain of blame: a multi-country study of consumer reactions towards supplier hypocrisy in global supply chains”, Management International Review, Vol. 60 No. 2, pp. 247-286.
Herche, J. (1992). A note on the predictive validity of the CETSCALE. Journal of the Academy of Marketing Science, 20(3), 261-264.
Holmqvist, J., Vaerenbergh, Y.V., Lunardo, R. and Dahle ́n, M. (2019), “The language backfire effect: how frontline employees decrease customer satisfaction through language use”, Journal of Retailing, Vol. 95 No. 2, pp. 115-129
. Huffman, C & Houston, M (1993) Goal-oriented experiences and the development of knowledge Journal of Consumer Research, 20, 2, pp 190–207.
Huddleston, P., Good, L.K., & Stoel, L. (2001). Consumer ethnocentrism, product necessity and Polish consumers’ perceptions of quality. International Journal of Retail & Distribution Management,29(5), 236-246.
Jaffe, E.D. and Nebenzahl, I.D. (2006), National Image & Competitive Advantage: The Theory and Practice of Place Branding, Narayana Press, Copenhagen.
Jiménez, N., & Gutiérrez, S. (2010). Socio-Psychological Antecedents of the Buying of Foreign Products: Consumer Ethnocentrism and Animosity. Revista Española de Investigación En Marketing ESIC, 14, 7-24.
Kadic-Maglajlic, S., Micevski, M., Arslanagic-Kalajdzic, M. and Lee, N. (2017), “Customer and selling orientations of retail salespeople and the sales manager’s ability-to-perceive-emotions: a multi-level approach”, Journal of Business Research, Vol. 80, pp. 53-62.
Karoui, S., & Khemakhem, R. (2019). Consumer ethnocentrism in developing countries. European Research on Management and Business Economics, 25, 63-71.
Kausuhe, J.N., Worang, F.G., & Gunawan, E.M. (2021). The influence of brand image and country of origin on purchase decision of Oppo Smartphone in Manado. Journal EMBA, 9.
Kaynak, E., & Kara, A. (2002). Consumer perceptions of foreign products. European Journal of //Marketing, 36(7-8), 928-949.
Kim, S. and Jin, B. (2002), “Validating the retail service quality scale for US and Korean customers of discount stores: an exploratory study”, Journal of Services Marketing, Vol. 16 No. 3, pp. 223-237.
Klein, J.G., Ettenson, R., & Morris, M.D. (1998). The animosity model of foreign product purchase: an empirical test in the People’s Republic of China. The Journal of Marketing, 62(1), 89-100.
Klein, J.G. (2002). Us versus them, or us versus everyone? delineating consumer aversion to foreign goods. Journal of International Business Studies, 33(2), 345-363.
Klein, J.G., Ettenson, R., & Krishnan, B.C. (2005). Extending the construct of consumer ethnocentrism: When foreign products are preferred. International Marketing Review, 23(3), 304-321.
Lee, S. and Dubinsky, A. (2003), “Influence of salesperson characteristics and customer emotion on retail dyadic relationships”, The International Review of Retail, Distribution and Consumer Research, Vol. 13 No. 1, pp. 21-36.
Luque, T., Ibáñez, J., & del Barrio, S. (2000). Consumer ethnocentrism measurement. Anassessment of the reliability and validity of the CETSCALE in Spain. European Journal of Marketing,34(11/12), 1353-1374.
Ma, Ji and Kim, C. (2021), "How does salespeople’s personal interaction affect customers’word-of-mouth in retailing?", Asian Journal of Business Studies, Vol. Before printing the issue.
Nadiri, H., & Tümer, M. (2010). Influence of ethnocentrism on consumers’ intention to buy domestically produced goods: An empirical study in North Cyprus. Journal of Business Economics and Management, 11(3), 444-461.
Netemeyer, R.G., Durvasula, S., & Lichtenstein, D.R. (1991). A Cross-National Assessment of the Reliability and Validity of the CETSCALE. Journal of Marketing Research, 28(3), 320-327.
Oberecker, E.M., Riefler, P. and Diamantopoulos, A. (2008), “The consumer affinity construct:conceptualization, qualitative investigation, and research agenda”, Journal of International Marketing,Vol. 16 No. 3, pp. 23-56.
Oberecker, E.M. and Diamantopoulos, A. (2011), “Consumers’ emotional bonds with foreign countries:does consumer affinity affect behavioral intentions?”, Journal of International Marketing, Vol. 19 No. 2,pp. 45-72.
Osakwe, C.N. (2019), “Understanding customer-perceived quality in informal stores”, Journal of Services Marketing, Vol. 33 No. 2, pp. 133-147.
Pornpitakpan, C., Yuan, Y. and Han, J.H. (2017), “The effect of salespersons’ retail service quality and consumers’ mood on impulse buying”, Australasian Marketing Journal, Vol. 25 No. 1, pp. 2-11.
Rapp, A., Ahearne, M., Mathieu, J., & Schillewaert, N. (2006). The impact of knowledge and empowerment on working smart and working hard: The moderating role of experience. International Journal of Research in Marketing, 23(3), 279–293.
Ren, Y. and Lam, D. (2016), “An investigation into the link between service quality dimensionality and positive word-of-mouth intention in Mainland China”, Journal of Marketing Communications, Vol. 22 No. 5, pp. 513-523.
Richard E, David A. Reid (1994). The Mediating Role of Sales Behaviors: An Alternative Peaspective of sales Performance and Effectiveness, Journal of Personal Selling & Sales Management, 14: 43-56.
Sharma, S.,Shimp,T.A.,& Shin,J. (1995).Consumer ethnocentrism:A test of antecedents and moderators. Journal of the Academy of Marketing Science, 23(1), 26-37
. Shimp, T.A. and Sharma, S. (1987), “Consumer ethnocentrism: construction and validation of the CETSCALE”, Journal of Marketing Research, Vol. 24 No. 3, pp. 280-289.
Singh, J., Arnold, T., Brady, M. and Brown, T. (2019), “Synergies at the intersection of retailing and organizational frontlines research”, Journal of Retailing, Vol. 95 No.2, pp. 90-93.
Smith, B., Rippe ́ , C.B. and Dubinsky, A.J. (2018), “India’s lonely and isolated consumers shopping for an in-store social experience”, Marketing Intelligence & Planning, Vol. 36 No. 7, pp. 722-736.
Stein, A. and Ramaseshan, B. (2016), “Towards the identification of customer experience touch point elements”, Journal of Retailing and Consumer Services, Vol. 30, pp. 8-19.
Sun, Y. Gonzalez-Jimenez, H. Wangc ,S. Examining the relationships between e-WOM, consumer ethnocentrism and brand equity. Journal of Business Research,Volume 130, June 2021, Pages 564-573.2019.
Supphellen, M., & Rittenburg, T. L. (2001). Consumer ethnocentrism when foreign products are better. Psychology and Marketing, 18(9), 907-927
. Verhoef, P.C., Lemon, K.N., Parasuraman, A., Roggeveen, A., Tsiros, M. and Schlesinger, L.A. (2009),“Customer experience creation: determinants, dynamics and management strategies”, Journal of Retailing, Vol. 85 No. 1, pp. 31-41.
Vinzi, V. E., Chin, W. W., Henseler, J., &Wang, H. (Eds.). (2010). Handbook of partial least squares: Concepts, methods and applications.
