ICT and Corporate Image (original) (raw)
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Does Information Technology Infrastructure Influence Marketing Effectiveness
Information technology infrastructure ITI as key element in economic development has changed the face of banking in terms of operations, quality delivery of service and productivity of service. The banking sector has benefited substantially from ITI in strengthening their competitiveness. This paper empirically attempt to examine if information technology infrastructure ITI influences marketing effectiveness in the Nigeria commercial banks. But the study specifically evaluated the influence of ITI on customer satisfaction and competitive advantage of ME. The researchers' adopted simple random sampling and judgment sampling in selecting 10 banks which represents the 21 banks in Nigeria. The researchers' systematically selected 100 staff from the 10 banks as the sample size of the study. The five point Likert scale was used in framing the questionnaire instrument for ITI and ME, thereafter a total of 100 instruments were distributed and 80 copies of the instrument were retrieved. The researchers' used Spearman's rank order correlation coefficient to analyze the data related to ITI and ME with the ease of Statistical Package for Social Sciences. The study revealed that the two constructs of ITI: which are connectivity and flexibility impact on the two construct of ME: which are customer satisfaction as well as competitive advantage. This study recommended that the banks should overhaul their ITI facilities regularly in order to mitigate the challenges that customers face in accessing banking services in Nigeria, for example, ATM, funds transfer, POS as well as other related problems.
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Enticing the IT crowd: employer branding in the information economy
Journal of Business & Industrial Marketing, 2019
Purpose The purpose of this paper is to develop an instrument to measure employer branding in the information age. Firms increasingly migrate from matter-intensive business models to information-intensive models, where value lies in information rather than the physical objects. This shift has, in turn, led to a change in employee work skills. This is particularly true in the information technology (IT) sector, where firms rely on a limited supply of skilled labor. Employer branding, a firm’s reputation as a place to work, is an important strategy to attract and retain employees. Design/methodology/approach From the literature, the authors developed and refined an instrument to measure key value propositions of employer brands. The potential IT employees surveyed in the study were students enrolled in the disciplines of computer science and information systems at a comprehensive university in North America. The study went through three stages resulting in an instrument for psychometr...
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This study examines the relationships among corporate image, brand awareness, service price, service quality, customer support services, and customer loyalty, and investigates the key drivers that establish and maintain customer loyalty to mobile telecommunications service providers. Four hundred and sixty-nine samples, which were collected from participants in a web-based survey in Korea, were analyzed using multiple regression analysis techniques. The results of the study show that corporate image, brand awareness, service price, and service quality are strong antecedents for establishing customer loyalty in mobile communications service markets. In addition, the empirical findings show that corporate image plays the most important role in establishing and maintaining customer loyalty in the markets. Based on the findings of the study, we discuss possible strategies for marketing success in high-tech service markets.
South East European Journal of Economics and Business
The purpose of this study is to assess the technical (output) and functional (process) quality of mobile services, as well as the role of corporate image as a mediator between technical/functional quality perceptions and overall quality assessment of mobile services. Grönroos’s service quality model is used as the conceptual base of the study. Technical quality was operationalized through two sub-dimensions: baseline network quality and augmented technical quality. The SERVPERF framework was used in the operationalization of the functional quality. A quantitative survey was conducted with (n = 414) customers of the telecommunication operator in B&H. The results suggest that corporate image mediates the effects of (1) two functional quality dimensions (tangibles and assurance) and (2) both technical quality dimensions on the overall service quality assessment. The core technical quality dimension (network) is also directly related to overall service quality perception. A discussion o...