Asia Pacific Journal of Marketing and Logistics

An empirical model of international student satisfaction : Table of Contents

Rodney Arambewela, John Hall — Mon Oct 05 11:22:02 BST 2009

Abstract:
Purpose – Based on the theoretical framework of expectancy-disconfirmation paradigm, the purpose of this paper is to examine the differences in student perceptions of the level of satisfaction related to educational and non-educational services among four groups of international postgraduate business students from China, India, Indonesia and Thailand undertaking study in Australia. Design/methodology/approach – The data used in this study were derived from a mail survey conducted among international postgraduate business students from Asia studying at five universities in the state of Victoria, Australia. A total of 573 usable responses were received. Analysis using structural equation modelling, multivariate analysis of variance (MANOVA) and analysis of variance (ANOVA) was undertaken. Findings – This study develops and tests a model of international postgraduate student satisfaction. Findings indicate that the importance of service quality factors related to both educational and non-educational services varies among nationality groups and, therefore, has a differential impact on student satisfaction. Practical implications – The study provides insights into seven constructs related to educational and non-educational services that are perceived as important by postgraduate business students from Asia in satisfaction formation. Universities should develop a diversified strategic marketing plan that incorporates the differential needs of international postgraduate business students according to the educational and non-educational constructs developed in this paper. Originality/value – This study makes a contribution by filling a void in academic research in the area of satisfaction in relation to postgraduate international business students from four nationality groups in Asia.

Selecting techniques for use in an internet survey : Table of Contents

James B. Wiley, Vallen Han, Gerald Albaum, Peter Thirkell — Mon Oct 05 11:22:02 BST 2009

Abstract:
Purpose – The paper's aim is to illustrate the use of a technique that can help researchers choose which techniques, and at what level, to employ in an internet-based survey. Design/methodology/approach – A screening experiment, designed as a Plackett-Burman design, is used to study main effects of 11 techniques for increasing survey response. Three measures of effect used are click rate, completion rate, and response rate. A convenience sample of students at a large university in New Zealand is used. Findings – Follow-up had significant impact on click rate; incentive and pre-notification had a significant impact on completion rate; no technique had significant effect on response rate. Research limitations/implications – Main effects are examined. Also, a limited number of approaches for each technique are studied. Originality/value – This paper illustrates the use of a methodology that researchers, practitioner, and academics alike, can use to select techniques to employ in an internet survey. This is the first known application of the technique for selecting data collection techniques in marketing.

The effects of positive and negative ad-evoked associations on brand attitude : Table of Contents

Sandra Praxmarer, Heribert Gierl — Mon Oct 05 11:22:02 BST 2009

Abstract:
Purpose – The purpose of this paper is to contribute to research on the cognitive capacity theory. The paper aims to examine the effects of advertising recipients' positive and negative associations, that is their memories and fantasies evoked by the advertising stimulus, on brand attitude for advertisements that require little effort to process; focusing on positively framed advertisements. Design/methodology/approach – This paper suggests a model on the effects of positive and negative association on brand attitude and tests it using partial least square. Advertisements that are easy to process were selected in a pre-test. Findings – It is shown that if advertisements are easy to process, the effects of consumers' associations depend on their favourableness: positive associations have a positive effect and negative associations have a negative effect on brand attitude. These findings are an extension of knowledge on the effects of associations, because for informational advertisements previous research has demonstrated that associations generally have a negative effect on brand attitude. Practical implications – Results of this study suggest that evoking positive memories and fantasies in the target group enhances the effectiveness of advertisements that require little effort to process. Originality/value – Effects of associations on brand attitude have not been studied for advertisements that require little effort to process. Previous studies have not distinguished positive and negative associations; this study analyses their effects separately.

Development of retailers' own label products in Taiwan : Table of Contents

Amelia Yuen Shan Au-Yeung, Jessica Lu — Mon Oct 05 11:22:02 BST 2009

Abstract:
Purpose – The purpose of this paper is to establish an understanding of the development of retailers' views on own label in Taiwan. In particular, the study aims to investigate the extent to which the development of retailers' own label in the region resembles or differs from the historical development of that in the West as documented in the literature. Design/methodology/approach – This study is exploratory in nature and adopts a qualitative approach. Primary data were obtained from managers responsible for own label development strategy in eight key retailers in Taipei through the use of a structured questionnaire with both closed and open-ended questions. Secondary data from various sources were also used. Findings – The development of retail own label products in Taiwan does not follow the pattern witnessed in the West as described in the literature. Only some of the strategic motives of using own label as stated in existing literature are fully echoed in this study. Furthermore, the progress of most of the retailers studied in Taiwan does not mirror the typical stages of evolution as advocated by Laaksonen and Reynolds. Originality/value – Many retailers, especially the international ones, believe that use of own label in Taiwan is important. However, an understanding of the development and strategic use of own label by retailers in Taiwan is not yet well established. The current study serves as a first step to fill this gap and sheds some light on the implications for own label development strategies to grocery retailers in Taiwan.

Perceptions of countries based on personality traits: a study in China : Table of Contents

Alain d'Astous, Dong Li — Mon Oct 05 11:22:02 BST 2009

Abstract:
Purpose – The purpose of this paper is to examine country perceptions in China from the point of view of the personality concept. Design/methodology/approach – A country personality scale developed in a Western country was adapted to the Chinese social context and used to position 11 different countries, including China, on six personality dimensions. This was accomplished by means of a survey of 184 adult Chinese people from the city of Beijing. Findings – The results show that the adapted scale has good psychometric properties, that it behaves appropriately with respect to some theoretical expectations, and that it brings about results that are consistent with common sense and with previous country image research. Research limitations/implications – The study should be replicated with a more representative sample of Chinese people and a larger array of country stimuli. Originality/value – The paper shows that the country personality scale can be used to better understand how Chinese consumers think of a product's country of origin and suggest appropriate product positioning strategies to help multinational corporations define their strategic actions with respect to China.

Exploratory evaluation of potential and current consumers of organic cotton in Hawaii : Table of Contents

Shu-Hwa Lin — Mon Oct 05 11:22:02 BST 2009

Abstract:
Purpose – The purpose of this paper is to identify attitudes, behaviors, motivations, and consumption patterns of potential and current consumers of organic cotton products in the Hawaii market. Design/methodology/approach – Data were collected from face-to-face structured interviews from an intercept sample of 420 Hawaii consumers. Data were analyzed with descriptive statistics, chi-square tests and correlation analysis to provide additional information about the association of variables. Findings – Significant associations were found between gender and knowledge about organic cotton, between cotton preference and ethnicity, and between cotton preference and knowledge of differences among organic and conventional cotton. This study also found that people who preferred organic cotton were more likely to purchase organic products and were more concerned about the environment than people who preferred conventional cotton, and that people who owned organic cotton products were more eco-literate than people who did not own organic cotton products. A profile describing characteristics of organic cotton consumers was developed which may assist organic product producers, marketers, and sellers. Research limitation/implications – This research only involved collecting and analyzing information from participants in Hawaii, therefore, more research may be needed to compare characteristics of potential organic cotton consumers in different regions of the USA. Originality/value – In addition to providing researchers with further understanding of potential and current organic cotton consumers, this study may provide organic product producers and sellers further insight about their potential customers which may help develop better ways to market their products.

The impact of market orientation and corporate social responsibility on firm performance: Evidence from China : Table of Contents

Riliang Qu — Mon Oct 05 11:22:02 BST 2009

Abstract:
Purpose – The purpose of this paper is to investigate the joint effects of market orientation (MO) and corporate social responsibility (CSR) on firm performance. Design/methodology/approach – Data were collected via a questionnaire survey of star-rated hotels in China and a total of 143 valid responses were received. The hypotheses were tested by employing structural equation modelling with a maximum likelihood estimation option. Findings – It was found that although both MO and CSR could enhance performance, once the effects of CSR are accounted for, the direct effects of MO on performance diminish considerably to almost non-existent. Although this result may be due to the fact that the research is conducted in China, a country where CSR might be crucially important to performance given the country's socialist legacy, it nonetheless provides strong evidence that MO's impact on organizational performance is mediated by CSR. Research limitations/implications – The main limitations include the use of cross-sectional data, the subjective measurement of performance and the uniqueness of the research setting (China). The findings provide an additional important insight into the processes by which a market oriented culture is transformed into superior organizational performance. Originality/value – This paper is one of the first to examine the joint effects of MO and CSR on business performance. The empirical evidence from China adds to the existing literature on the respective importance of MO and CSR.

Food risk and knowledge in the satisfaction-repurchase loyalty relationship : Table of Contents

Ho Huy Tuu, Svein Ottar Olsen — Mon Oct 05 11:22:02 BST 2009

Abstract:
Purpose – The purpose of this paper is to test the relationships among perceived risk, consumer satisfaction and repurchase loyalty, and to explore the moderating role of knowledge on the relationship between these constructs. Design/methodology/approach – The results are based on a cross-section sample of 846 households in Vietnam using self-administrating questionnaires, with fish as a main research object, and analyzed using structural equation modelling. Findings – The relationship between perceived risk and satisfaction is negative and satisfaction has a significantly positive effect on repurchase loyalty. This study suggests that perceived risk has an indirect effect on repurchase loyalty through satisfaction. Besides direct effects on perceived risk and satisfaction, knowledge proves to moderate negatively both the relationship between perceived risk and satisfaction, and the relationship between satisfaction and repurchase loyalty. Research limitations/implications – This study mainly focuses on fish as a common food and considers the role of food risk with an emphasis on perceived health risk and subjective knowledge. Thus, future study should include other dimensions of risk, objective knowledge and other products. Other antecedents toward repurchase loyalty (e.g. price/value) or other moderators (e.g. ambivalence, personal characteristics) should be used in future studies. Practical implications – Management attention should focus on reducing risks with which consumers may be faced through producing fresh or safe fish products, and communicating broadly safe signals of their products. Communication strategy should focus much more on improving knowledge and signing food safety for consumers with lower knowledge than the others. Originality/value – This is believed to be the first study to empirically examine the combined role of perceived risk and knowledge within a satisfaction-loyalty framework in the Vietnamese market.