Papers by Spiros Gounaris
International Journal of Service Industry …, Jan 1, 2008
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This study proposes and empirically validates a model that incorporates the interaction effects o... more This study proposes and empirically validates a model that incorporates the interaction effects of consumer's
shopping orientation (utilitarian/recreational) and attitudes towards the online store atmospheric qualities (information related cues, navigation cues, aesthetic cues) on online shopping behavior. The use of an underutilized technique for detecting interaction effects unveils the superiority of interaction effects over direct effects in explaining online shopping behavior. Results reveal significant interaction effects during the
information search stage but not during the purchase stage. Furthermore, the interaction effects were significant only for utilitarian shoppers but not for the recreational ones. The results signify the distinctive nature of online shopping compared to the offline one, and the need for retailers to distinguish online and
offline store atmosphere management.
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Purpose – The purpose of this paper is to examine the effects of service quality and satisfaction... more Purpose – The purpose of this paper is to examine the effects of service quality and satisfaction on three consumer behavioral intentions, namely word-of-mouth, site revisit, and purchase intentions in the context of internet shopping.
Design/methodology/approach – To achieve this objective 240 online interviews were carried out (response rate 24 percent) from a randomly generated sample of 1,052 online shoppers using the database of a leading Internet provider in Greece as the sample frame.
Findings – Data analysis involved the comparison of three rival models using structural equations modeling. The prevailed model reveals that e-service quality has a positive effect on e-satisfaction, while it also influences, both directly and indirectly through e-satisfaction, the consumer’s behavioral
intentions, namely site revisit, word-of-mouth communication and repeat purchase.
Research limitations/implications – The results confirm that cognitive evaluations precede emotional responses and that quality is a strong antecedent of satisfaction. However, the findings highlight the importance of the interaction experience with the e-shop on perceived quality. Moreover,
the study underlines the crucial impact of the four key e-service quality drivers on the entire cycle of buying, including post-purchase behavior, confirming existing evidence in both off- and on-line context.
Practical implications – Practitioners should carefully consider their web site’s attributes. They should make their sites easy-to-use and easy-to navigate and place extra emphasis on providing fast, accurate, and uncluttered information through their web sites. Also they should direct marketing
activities with the aim to enhance satisfaction from e-shopping, particularly regarding the service encounter incidents.
Originality/value – The paper makes a scholar contribution by examining the notion of e-service quality and how it relates with e-satisfaction while exploring unexamined consumers’ behavioral intentions and both their direct and indirect antecedents.
exploring unexamined consumers’ behavioral intentions and both their direct and indirect antecedents.
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Industrial Marketing Management, Jan 1, 1997
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Journal of Business Research, Jan 1, 2005
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Journal of Product …, Jan 1, 2001
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European Journal of Marketing, Jan 1, 1999
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European Journal of …, Jan 1, 2001
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The Journal of Brand …, Jan 1, 2004
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Journal of Services Marketing, Jan 1, 2003
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Journal of business research, Jan 1, 2006
The 1970s introduced internal marketing (IM) as a solution for the companies that sought to offer... more The 1970s introduced internal marketing (IM) as a solution for the companies that sought to offer superior customer service. After 30 years though, IM practice remains limited, probably because their majority lack the proper underlying philosophy. An ‘‘internal-market orientation’’ (IMO), the equivalent to market orientation that is known to precede the effective implementation of marketing strategies. Such an internal-market
orientation, if developed, may increase the effectiveness of market-oriented company’s response to (external) market conditions because it allows the company’s management to better align (external) market objectives with internal capabilities. However, before this symmetry is achievable,companies need to be able to assess their orientation towards their internal (employee) market and take, where necessary, corrective actions. This article, while discussing the notion and the importance of IMO, reports the results of a study aimed to develop and empirically validate an
instrument for assessing the company’s degree of IMO adoption.
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… Journal of Bank …, Jan 1, 2003
Using empirical data derived from the Greek banking sector, the authors attempt to model the infl... more Using empirical data derived from the Greek banking sector, the authors attempt to model the influence of bank-specific (market orientation) and customer-specific (comparison shopping, influence by word-of-mouth-communication and personal relations with banks' employees) ...
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Journal of Services Marketing, Jan 1, 2002
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Journal of Services Marketing, Jan 1, 2005
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Journal of Business & Industrial …, Jan 1, 2001
While significant empirical work exists around the conceptualization of the notion of market orie... more While significant empirical work exists around the conceptualization of the notion of market orientation (MO), as well as its relation to company performance, little empirical work has attempted to depict the actual steps a company has to take in order to increase its adaptability to market ...
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Journal of Marketing …, Jan 1, 2005
This study investigates specific antecedents of perceived service quality in the Internet environ... more This study investigates specific antecedents of perceived service quality in the Internet environment for trust to a retail store, experience with e-commerce, Internet familiarity, excitement with e-commerce, extent of using e-commerce, frequency of purchases from a company, in ...
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Journal of Services Marketing, Jan 1, 2008
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26 EMAC Conference, Jan 1, 1997
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International Journal of Bank …, Jan 1, 2008
Purpose The paper seeks to compare, through empirical evidence, two widely adopted models (the ... more Purpose The paper seeks to compare, through empirical evidence, two widely adopted models (the Technology Acceptance Model (TAM) and the Diffusion of Innovations (DoI) model) to an underutilized one (Perceived Characteristics of the Innovation) in order to examine which ...
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Papers by Spiros Gounaris
shopping orientation (utilitarian/recreational) and attitudes towards the online store atmospheric qualities (information related cues, navigation cues, aesthetic cues) on online shopping behavior. The use of an underutilized technique for detecting interaction effects unveils the superiority of interaction effects over direct effects in explaining online shopping behavior. Results reveal significant interaction effects during the
information search stage but not during the purchase stage. Furthermore, the interaction effects were significant only for utilitarian shoppers but not for the recreational ones. The results signify the distinctive nature of online shopping compared to the offline one, and the need for retailers to distinguish online and
offline store atmosphere management.
Design/methodology/approach – To achieve this objective 240 online interviews were carried out (response rate 24 percent) from a randomly generated sample of 1,052 online shoppers using the database of a leading Internet provider in Greece as the sample frame.
Findings – Data analysis involved the comparison of three rival models using structural equations modeling. The prevailed model reveals that e-service quality has a positive effect on e-satisfaction, while it also influences, both directly and indirectly through e-satisfaction, the consumer’s behavioral
intentions, namely site revisit, word-of-mouth communication and repeat purchase.
Research limitations/implications – The results confirm that cognitive evaluations precede emotional responses and that quality is a strong antecedent of satisfaction. However, the findings highlight the importance of the interaction experience with the e-shop on perceived quality. Moreover,
the study underlines the crucial impact of the four key e-service quality drivers on the entire cycle of buying, including post-purchase behavior, confirming existing evidence in both off- and on-line context.
Practical implications – Practitioners should carefully consider their web site’s attributes. They should make their sites easy-to-use and easy-to navigate and place extra emphasis on providing fast, accurate, and uncluttered information through their web sites. Also they should direct marketing
activities with the aim to enhance satisfaction from e-shopping, particularly regarding the service encounter incidents.
Originality/value – The paper makes a scholar contribution by examining the notion of e-service quality and how it relates with e-satisfaction while exploring unexamined consumers’ behavioral intentions and both their direct and indirect antecedents.
exploring unexamined consumers’ behavioral intentions and both their direct and indirect antecedents.
orientation, if developed, may increase the effectiveness of market-oriented company’s response to (external) market conditions because it allows the company’s management to better align (external) market objectives with internal capabilities. However, before this symmetry is achievable,companies need to be able to assess their orientation towards their internal (employee) market and take, where necessary, corrective actions. This article, while discussing the notion and the importance of IMO, reports the results of a study aimed to develop and empirically validate an
instrument for assessing the company’s degree of IMO adoption.
shopping orientation (utilitarian/recreational) and attitudes towards the online store atmospheric qualities (information related cues, navigation cues, aesthetic cues) on online shopping behavior. The use of an underutilized technique for detecting interaction effects unveils the superiority of interaction effects over direct effects in explaining online shopping behavior. Results reveal significant interaction effects during the
information search stage but not during the purchase stage. Furthermore, the interaction effects were significant only for utilitarian shoppers but not for the recreational ones. The results signify the distinctive nature of online shopping compared to the offline one, and the need for retailers to distinguish online and
offline store atmosphere management.
Design/methodology/approach – To achieve this objective 240 online interviews were carried out (response rate 24 percent) from a randomly generated sample of 1,052 online shoppers using the database of a leading Internet provider in Greece as the sample frame.
Findings – Data analysis involved the comparison of three rival models using structural equations modeling. The prevailed model reveals that e-service quality has a positive effect on e-satisfaction, while it also influences, both directly and indirectly through e-satisfaction, the consumer’s behavioral
intentions, namely site revisit, word-of-mouth communication and repeat purchase.
Research limitations/implications – The results confirm that cognitive evaluations precede emotional responses and that quality is a strong antecedent of satisfaction. However, the findings highlight the importance of the interaction experience with the e-shop on perceived quality. Moreover,
the study underlines the crucial impact of the four key e-service quality drivers on the entire cycle of buying, including post-purchase behavior, confirming existing evidence in both off- and on-line context.
Practical implications – Practitioners should carefully consider their web site’s attributes. They should make their sites easy-to-use and easy-to navigate and place extra emphasis on providing fast, accurate, and uncluttered information through their web sites. Also they should direct marketing
activities with the aim to enhance satisfaction from e-shopping, particularly regarding the service encounter incidents.
Originality/value – The paper makes a scholar contribution by examining the notion of e-service quality and how it relates with e-satisfaction while exploring unexamined consumers’ behavioral intentions and both their direct and indirect antecedents.
exploring unexamined consumers’ behavioral intentions and both their direct and indirect antecedents.
orientation, if developed, may increase the effectiveness of market-oriented company’s response to (external) market conditions because it allows the company’s management to better align (external) market objectives with internal capabilities. However, before this symmetry is achievable,companies need to be able to assess their orientation towards their internal (employee) market and take, where necessary, corrective actions. This article, while discussing the notion and the importance of IMO, reports the results of a study aimed to develop and empirically validate an
instrument for assessing the company’s degree of IMO adoption.