SUSTAINABLE CONSUMER BEHAVIOR: THE INFLUENCE OF HABIT ON RELATIONAL BENEFITS AND BEHAVIORAL INTENTIONS IN PERSONAL SERVICE BUSINESSES

Mohammad Karami; Şerife Eyüboğlu; Ahmet Ertugan

doi:10.17261/Pressacademia.2024.1933

SUSTAINABLE CONSUMER BEHAVIOR: THE INFLUENCE OF HABIT ON RELATIONAL BENEFITS AND BEHAVIORAL INTENTIONS IN PERSONAL SERVICE BUSINESSES

Abstract

Purpose- A crucial element of relationship marketing has always been the behavioral intention. However, in a personal service business, the way that habitual behavior moderates the relationship between relational benefits and intention to revisit has received little to no serious attention. The current study attempts to examine the moderating influence of habitual behaviour in the relationship between the dimensions of relational benefits and customer revisit intention in the beauty sector. Methodology- Utilizing judgmental sampling technique, data was collected from 482 beauty salon customers in Cyprus. Using multiple regression analysis, moderated regression analysis, and subgroup analysis, the associations between constructs were tested. Findings- The findings of this study indicate that all dimensions of rational benefits have a positive significant effect on the revisit intention. Furthermore, the outcomes reveal that habit positively influences the effect of relational benefits dimensions on the intention to revisit. Conclusion- It can be concluded from outcomes of this study that, relational benefits is a source of the continuance intention and habit as a strong factor, sustain a relationship that is built based on satisfactory relational benefits between customers and service providers. Despite several limitations, the findings of this study theoretically and empirically contribute to the literature of relationship marketing ans customer behavior. In addition, the managerial implications and recommendations of this paper expand the views of practitioners and researchers in personal service businesses for future focus.

Keywords

References

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Details

Primary Language

English

Subjects

Integrated Marketing Communication, Human Resources and Industrial Relations (Other), Business Administration, Advertisement

Journal Section

Research Article

Authors

Mohammad Karami ^*
Cyprus

Şerife Eyüboğlu
0000-0001-7678-1729
Cyprus

Ahmet Ertugan This is me
0000-0001-6684-7042
Cyprus

Publication Date

December 31, 2024

Submission Date

July 10, 2024

Acceptance Date

October 29, 2024

Published in Issue

Year 2024 Volume: 11 Number: 2

DOI

https://doi.org/10.17261/Pressacademia.2024.1933

IZ

https://izlik.org/JA85CP33MH

Cite

RIS / Bibtex

APA

Karami, M., Eyüboğlu, Ş., & Ertugan, A. (2024). SUSTAINABLE CONSUMER BEHAVIOR: THE INFLUENCE OF HABIT ON RELATIONAL BENEFITS AND BEHAVIORAL INTENTIONS IN PERSONAL SERVICE BUSINESSES. Journal of Management Marketing and Logistics, 11(2), 66-79. https://doi.org/10.17261/Pressacademia.2024.1933

AMA

1.Karami M, Eyüboğlu Ş, Ertugan A. SUSTAINABLE CONSUMER BEHAVIOR: THE INFLUENCE OF HABIT ON RELATIONAL BENEFITS AND BEHAVIORAL INTENTIONS IN PERSONAL SERVICE BUSINESSES. JMML. 2024;11(2):66-79. doi:10.17261/Pressacademia.2024.1933

Chicago

Karami, Mohammad, Şerife Eyüboğlu, and Ahmet Ertugan. 2024. “SUSTAINABLE CONSUMER BEHAVIOR: THE INFLUENCE OF HABIT ON RELATIONAL BENEFITS AND BEHAVIORAL INTENTIONS IN PERSONAL SERVICE BUSINESSES”. Journal of Management Marketing and Logistics 11 (2): 66-79. https://doi.org/10.17261/Pressacademia.2024.1933.

EndNote

Karami M, Eyüboğlu Ş, Ertugan A (December 1, 2024) SUSTAINABLE CONSUMER BEHAVIOR: THE INFLUENCE OF HABIT ON RELATIONAL BENEFITS AND BEHAVIORAL INTENTIONS IN PERSONAL SERVICE BUSINESSES. Journal of Management Marketing and Logistics 11 2 66–79.

IEEE

[1]M. Karami, Ş. Eyüboğlu, and A. Ertugan, “SUSTAINABLE CONSUMER BEHAVIOR: THE INFLUENCE OF HABIT ON RELATIONAL BENEFITS AND BEHAVIORAL INTENTIONS IN PERSONAL SERVICE BUSINESSES”, JMML, vol. 11, no. 2, pp. 66–79, Dec. 2024, doi: 10.17261/Pressacademia.2024.1933.

ISNAD

Karami, Mohammad - Eyüboğlu, Şerife - Ertugan, Ahmet. “SUSTAINABLE CONSUMER BEHAVIOR: THE INFLUENCE OF HABIT ON RELATIONAL BENEFITS AND BEHAVIORAL INTENTIONS IN PERSONAL SERVICE BUSINESSES”. Journal of Management Marketing and Logistics 11/2 (December 1, 2024): 66-79. https://doi.org/10.17261/Pressacademia.2024.1933.

JAMA

1.Karami M, Eyüboğlu Ş, Ertugan A. SUSTAINABLE CONSUMER BEHAVIOR: THE INFLUENCE OF HABIT ON RELATIONAL BENEFITS AND BEHAVIORAL INTENTIONS IN PERSONAL SERVICE BUSINESSES. JMML. 2024;11:66–79.

MLA

Karami, Mohammad, et al. “SUSTAINABLE CONSUMER BEHAVIOR: THE INFLUENCE OF HABIT ON RELATIONAL BENEFITS AND BEHAVIORAL INTENTIONS IN PERSONAL SERVICE BUSINESSES”. Journal of Management Marketing and Logistics, vol. 11, no. 2, Dec. 2024, pp. 66-79, doi:10.17261/Pressacademia.2024.1933.

Vancouver

1.Mohammad Karami, Şerife Eyüboğlu, Ahmet Ertugan. SUSTAINABLE CONSUMER BEHAVIOR: THE INFLUENCE OF HABIT ON RELATIONAL BENEFITS AND BEHAVIORAL INTENTIONS IN PERSONAL SERVICE BUSINESSES. JMML. 2024 Dec. 1;11(2):66-79. doi:10.17261/Pressacademia.2024.1933