Research
Consumers Food Delivery Apps (FDAs) Continuance Intention: An Empirical Investigation using the Extended UTAUT2 Model
Online food delivery applications (FDAs), a novel alternative marketing channel, have been extensively adopted by both enterprises and customers in the restaurant sector. Despite the changing consumer attitude towards FDA services, there is still a dearth of research on understanding consumers’ continued intention to use FDA services in Bangladesh’s expanding food delivery market, particularly after the COVID-19 pandemic. To attain this goal, this study employed the widely used Extended Unified Theory of Acceptance and Use of Technology (UTAUT2). The model was tested was evaluated using partial least square structural equation modeling (PLS-SEM) on 350 respondents. According to the findings of the study, performance expectancy, social influence, facilitating conditions, hedonic motivation, price value, information quality, and convenience are all critical factors in maintaining the desire to utilize FDA services in Bangladesh. However, effort expectancy, habit, and time-saving were insignificant in the context of Bangladesh. This study contributes theoretically and practically to academics and practitioners working in areas related to online FDAs services.
Customer Loyalty in the Fitness Club Industry: The Role of Club Communication, Customer Expectation, and Perceived Service Quality
Recently, fitness clubs have become very popular among urban Chinese people due to increased health awareness and the lack of outdoor physical exercise space. The study aims to provide an extended view of industrial business-to-consumer (B2C) connections by linking the theoretical steams of marketing communication. The study examines how firms' marketing communication (FMC) affects customer expectations (EXP) and perceived service quality (PSQ), subsequently influencing fitness club customer satisfaction (CS) and customer loyalty (CL). An online survey was conducted in China, and 300 valid respondents were taken as samples from large fitness club chains. Elementary analyses were done using IBM SPSS version 25; structural equation modeling (SEM) was tested using SmartPLS version 3.2.8. The study demonstrates that FMC is positively linked to EXP and PSQ, which subsequently helps build CL toward fitness clubs in China. Moreover, communication has a negative complementary full-mediation effect on CL through expectation and satisfaction and a positive complementary full-mediation effect on CL through PSQ and CS. Lastly, the theoretical and practical implications of communication on CS and CL in the fitness club sector are discussed.
Understanding the Age Differences in Adopting WFTs: An Extension of the UTAUT2 Model
Though the use of Wearable Fitness Trackers (WFT) is advancing at an unprecedented pace in developed countries, Bangladesh is still fall behind far away to cope with the proliferate features of advanced technologies, whereas age differences play a vital role for technology adoption especially WFT devices in the context of developing countries. Thus, this study, based on the factors used in Extended Unified Theory of Acceptance and Use of Technology (UTAUT2) along with an additional construct ‘Health consciousness’, explore the relationship among the endogenous and exogenous variables to develop a clear-foresightedness regarding the WFT adoption in Bangladesh. To achieve this, a survey was employed to collect primary data from 288 WFT users. The data were analyzed using the Partial Least Squares (PLS) method, a statistical analysis technique based upon Structural Equation Modeling (SEM). However, this study explored that hedonic motivation, health consciousness, effort expectancy, facilitating conditions, habit as well as performance expectancy (p< 0.05) are the most cardinal factors that have a strong influence on behavioral intention of the users to adopt WFT devices. Moreover, the impact of effort expectancy, habit, health consciousness on intention-to-use of WFT is further multiplied the usage behavior by the virtue of the moderating effect of the age differences. The study, however, revealed social influence and price value are trivial factors working as catalyst behind the acceptance of WFT devices (p > 0.05) Therefore, the findings can guide the WFT marketers and policymakers to make some fruitful decisions for encouraging the usage of WFT devices considerably among the target population.
