Mobil İletişim Sektöründe Hizmet Tutsaklığı: Algılanan Hizmet Kalitesi ve Kurumsal İmajının Etkisi

Yıl 2023, Cilt: 30 Sayı: 4, 729 - 757, 21.12.2023

Mehtap Odabaş Sargın , Ayla Özhan Dedeoğlu

https://doi.org/10.18657/yonveek.1206270

Öz

Tüketiciler günlük hayatta kısıtlandığı bir hizmet ilişkisine girdiğinde kendisini tutsak hissetmektedir. Hizmet pazarlamasında ele alınan algılanan hizmet kalitesi ve kurumsal imaj kavramlarının hizmet tutsaklığıyla ilişkisi henüz yeterli düzeyde incelenmemiştir. Bu bağlamda, çalışma, müşterilerin hizmet kalitesi algısı ve kurumsal imaj değerlendirmelerinin seçenek eksikliği nedeniyle hissedilen hizmet tutsaklığına etkisini mobil iletişim sektörü özelinde belirlemeyi amaçlamaktadır. Bulgular, seçenek boyutu bakımından hizmet tutsaklığı duyguları üzerinde hizmet telafisi faktörü haricinde algılanan hizmet kalitesi ve kurumsal imajın genel olarak anlamlı etkisi olmadığını göstermektedir. Güç ve kontrol boyutu bakımından operatörün teknik performansının, müşteri hizmetleri performansının, hizmet telafisinin ve kurumsal imajının tüketicinin hizmet ilişkisine isteyerek girmesinde, operatöre duyulan güven, adil fiyat algısı ve kurumsal imajın tüketicinin hizmet ilişkisinden istediği zaman ayrılabilmesinde etkisinin olduğunu görülmektedir. Ses boyutu bakımından teknik performans haricindeki algılanan kalite boyutlarının ve kurumsal imajın hizmet tutsaklığı üzerinde anlamlı etkisi olduğu bulunmuştur. Çalışma algılanan hizmet kalitesi ve kurumsal imaj kavramlarını hizmet tutsaklığı bağlamında ele alarak hizmet pazarlaması literatürüne katkı sağlamaktadır.
Anahtar kelimeler: Hizmet Tutsaklığı, Algılanan Hizmet Kalitesi, Kurumsal İmaj, Mobil İletişim Sektörü
JEL Sınıflandırması: M30, M31, L96

Anahtar Kelimeler

Hizmet Tutsaklığı, Algılanan Hizmet Kalitesi, Kurumsal İmaj, Mobil İletişim Sektörü

Service Captivity in the Mobile Communication Sector: The Effect of Perceived Service Quality and Corporate Image

Öz

When consumers find themselves in a service relationship with restrictions, they experience a sense of captivity in their daily lives. The correlation between perceived service quality, corporate image, and service captivity has not been thoroughly explored in existing literature. This study aims to investigate how customers' perceptions of service quality and corporate image influence the sense of service captivity within the mobile communication sector. The findings indicate that, for the options dimension, perceived service quality and corporate image generally do not significantly impact feelings of service captivity, except for the service recovery factor. Regarding the power and control dimension, it was observed that technical performance of the operator, customer service performance, service recovery, and corporate image influence the consumer's willingness to initiate the service relationship. Additionally, trust in the operator, perception of fair pricing, and corporate image play a role in the consumer's inclination to terminate the service relationship. Lastly, within the voice dimension, perceived service quality dimensions, excluding technical performance and corporate image, demonstrated a significant effect on service captivity.
Key Words: Service Captivity, Perceived Service Quality, Corporate Image, Mobile Commnications Sector
JEL Classification: M30, M31, L96

Anahtar Kelimeler

Service Captivity, Perceived Service Quality, Corporate Image, Mobile Commnications Sector

Kaynakça

• Abd-Elrahman, A. E. H., & Kamal, J. M. A. (2020). Relational capital, service quality and organizational performance in the Egyptian telecommunication sector. International Journal of Emerging Markets, 1-26. Doi: 10.1108/IJOEM-11-2019-0983
• Adebiyi, S. O., Shitta, H. A., & Olonade, O. P. (2016). Determinants of customer preference and satisfaction with Nigerian mobile telecommunication services. BVIMSR’s Journal of Management Research, 8(1), 1-12. https://bvimsr.org/wp-content/uploads/2020/04/1.-Sulaimon-Olanrewaju-ADEBIYI.pdf
• Afiuc, O., Bonsu, S. K., Manu, F., Knight, C. B., Panda, S., & Blankson, C. (2020). Corporate social responsibility and customer retention: evidence from the telecommunication industry in Ghana. Journal of Consumer Marketing, 38(1), 1-13. Doi: 10.1108/JCM-10-2019-3459
• Agyei, P. M., Kilika, J. M., & Mensah, P. A. (2014). Relationship between corporate image and customer loyalty in the mobile telecommunication market in Kenya. Management Studies, 2(5), 299-308. https://scholar.google.com/citations?view_op=view_citation&hl =en&user=raOy-9UAAAAJ&citation_for_view=raOy-9UAAAAJ:9yKSN-GCB0IC.
• Ahmat, N. C., Radzi, S. M., Zahari, M. S. M., Muhammad, R., Aziz, A. A., & Ahmad, N. A. (2011). The effect of factors influencing the perception of price fairness towards customer response behaviors. Journal of Global management, 2(1), 22-38. http://www.globalresearch.com.my/journal/management_v02n01n02/0003_Article_169_Final_PG022_038.pdf.
• Anderson, L., Ostrom, A. L., Corus, C., Fisk, R. P., Gallan, A. S., Giraldo, M., & Williams, J. D. (2013). Transformative service research: An agenda for the future. Journal of Business Research, 66(8), 1203-1210. Doi: 10.1016/j.jbusres.2012.08.013
• Andrés‐Martínez, M. E., Gómez‐Borja, M. Á., & Mondéjar‐Jiménez, J. A. (2013). A review of the price fairness perception concept. Academia Revista Latinoamericana de Administración, 26(2), 318-342. Doi: 10.1108/ARLA-06-2013-0067
• Aslam, W., Arif, I., Farhat, K., & Khursheed, M. (2018). The Role of customer trust, service quality and value dimensions in determining satisfaction and loyalty: An Empirical study of mobile telecommunication industry in Pakistan. Market-Tržište, 30(2), 177-194. Doi: 10.22598/mt/2018.30.2.177
• Aydın, S., & Özer, G. (2005). The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market. European Journal of marketing, 39(7/8), 910-925. Doi: 10.1108/03090560510601833
• Barich, H., & Kotler, P. (1991). A framework for marketing image management. Sloan Management Review, 32(2), 94-104. https://www.proquest.com/docview/224961405?pq-origsite=gscholar&fromopenview=true
• Bartlett, J. E., Körtlik, J. W. & Higgins, C. C. (2001). Organizational research: Determining appropriate sample size in survey research. Information Technology, Learning, and Performance Journal, 19(1), 43-50. https://www.opalco.com/wp-content/uploads/2014/10/Reading-Sample-Size1.pdf
• Beimborn, E. A., Greenwald, M. J., & Jin, X. (2003). Accessibility, connectivity, and captivity: impacts on transit choice. Transportation Research Record, 1835(1), 1–9. Doi: 10.3141/1835-01
• Bergel, M., & Brock, C. (2018). The impact of switching costs on customer complaint behavior and service recovery evaluation. Journal of Service Theory and Practice, 28(4), 458-483. Doi: 10.1108/JSTP-02-2017-0035
• Bilgi Teknolojileri ve İletişim Kurumu (2021). Türkiye Elektronik Haberleşme Sektörü Üç Aylık Pazar Verileri Raporu 2020 4.Çeyrek. Ankara.
• Bove, L. L., & Robertson, N. L. (2005). Exploring the role of relationship variables in predicting customer voice to a service worker. Journal of Retailing and Consumer Services, 12(2), 83-97. Doi: 10.1016/j.jretconser.2004.03.003
• Bozacı, İ., Durukan, T., & Gökdeniz, İ. (2012). Müşterinin firmaya şikâyet etme eğilimini etkileyen örgütsel faktörler üzerine uygulamalı bir çalışma. Üçüncü Sektör Sosyal Ekonomi, 47(2), 30-46. http://aksarayiibd.aksaray.edu.tr/en/download/article-file/209427
• Calvo-Porral, C., & Otero-Prada, L. M. (2021). The emotional influence on satisfaction and complaint behavior in hedonic and utilitarian services. International Journal of Quality and Service Sciences, 13(3), 471-488. Doi: 10.1108/IJQSS-02-2020-0019
• Chadha, S. K., & Kapoor, D. (2009). Effect of switching cost, service quality and customer satisfaction on customer loyalty of cellular service providers in Indian market. IUP Journal of Marketing Management, 8(1), 23-37. https://www.proquest.com/docview/199908261/fulltextPDF/59F4638575AE407BPQ/1?accountid=10699
• Chang, C. P. (2009). The relationships among corporate social responsibility, corporate image and economic performance of high-tech industries in Taiwan. Quality and Quantity, 43(3), 417-429. Doi: 10.1007/s11135-007-9117-z
• Chebat, J. C., & Slusarczyk, W. (2005). How emotions mediate the effects of perceived justice on loyalty in service recovery situations: an empirical study. Journal of business research, 58(5), 664-673. Doi: 10.1016/j.jbusres.2003.09.005
• Chebat, J. C., Davidow, M., & Borges, A. (2011). More on the role of switching costs in service markets: A research note. Journal of Business Research, 64(8), 823-829. Doi: 10.1016/j.jbusres.2010.10.003
• Chiu, K. H., & Hsu, C. L. (2010). Research on the connections between corporate social responsibility and corporation image in the risk society: Take the mobile telecommunication industry as an example. International Journal of Electronic Business Management, 8(3), 183-194. https://web.archive.org/web/20130513022448id_/http://ijebm.ie.nthu.edu.tw:80/IJEBM_Web/IJEBM_static/Paper-V8_N3/A02.pdf
• Conlon, D. E., Van Dyne, L., Milner, M., & Yee Ng, K. (2004). The effects of physical and social context on evaluations of captive, intensive service relationships. Academy of Management Journal, 47(3), 433-445. Doi: 10.5465/20159592
• Cronbach, L. J., & Shavelson, R. J. (2004). My current thoughts on coefficient alpha and successor procedures. Educational and Psychological Measurement, 64(3), 391–418. Doi: 10.1177/001316440426638
• Çavuşoğlu, S., Dağ, K., & Demirağ, B. (2021). Müşteri Tatmini ve Marka Değiştirme Niyeti: Türkiye’de Mobil Hizmetler Üzerine Bir Çalışma. Turkish Studies-Social Sciences, 16(2), 543-561. Doi: 10.47356/TurkishStudies.48707
• Dowding, K., John, P., Mergoupis, T., & Van Vugt, M. (2000). Exit, voice and loyalty: Analytic and empirical developments. European Journal of Political Research, 37(4), 469-495. Doi: 10.1023/A:1007134730724
• Echeverri, P., & Salomonson, N. (2019). Consumer vulnerability during mobility service interactions: causes, forms and coping. Journal of Marketing Management, 35(3-4), 364-389. Doi: 10.1080/0267257X.2019.1568281
• Eshghi, A., Roy, S. K., & Ganguli, S. (2008). Service quality and customer satisfaction: An empirical investigation in Indian mobile Telecommunications services. Marketing management journal, 18(2), 119-144. http://www.mmaglobal.org/publications/MMJ/MMJ-Issues/2008-Fall/MMJ-2008-Fall-Vol18-Issue2-Complete.pdf#page=126
• Fliess, S., & Volkers, M. (2020). Trapped in a service encounter: Exploring customer lock-in and its effect on well-being and coping responses during service encounters. Journal of Service Management, 31(1), 79-114. Doi: 10.1108/JOSM-01-2019-0013
• Fullerton, G. (2005). How commitment both enables and undermines marketing relationships. European journal of marketing, 39(11/12), 1372-1388. Doi: 10.1108/03090560510623307
• Furrer, O., Kerguignas, J. Y., & Landry, M. (2021). Customer captivity, negative word of mouth and well-being: a mixed-methods study. Journal of Services Marketing, 35(6), 755-773. Doi: 10.1108/JSM-07-2020-0311
• George, D., & Mallery, M. (2010). SPSS for Windows Step by Step: A Simple Guide and Reference, 17.0 update. Pearson: Boston
• Giovanis, A., Athanasopoulou, P., & Tsoukatos, E. (2016). The role of corporate image and switching barriers in the service evaluation process: evidence from the mobile telecommunications industry. EuroMed Journal of Business, 11(1), 132-158. Doi: 10.1108/EMJB-01-2015-0002
• Grace, D., & O’Cass, A. (2003). Child care services: an exploratory study of choice, switching and search behaviour. European Journal of Marketing, 37(1/2), 107-132. Doi: 10.1108/EMJB-01-2015-0002
• Grönross, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18, 36-44. Doi: 10.1108/EUM0000000004784
• Guillemot, S., Dyen, M., & Tamaro, A. (2022). Vital service captivity: coping strategies and identity negotiation. Journal of Service Research, 25(1), 66–85. Doi: 10.1177/1094670521104483
• Haenlein, M., & Kaplan, A. M. (2012). The impact of unprofitable customer abandonment on current customers' exit, voice, and loyalty intentions: An empirical analysis. Journal of Services Marketing, 26(6), 458-470. Doi: 10.1108/08876041211257936
• Hassan, M., Hassan, S., Nawaz, M. S., & Aksel, I. (2013). Measuring customer satisfaction and loyalty through service fairness, service quality and price fairness perception: an empirical study of Pakistan Mobile telecommunication sector. Science International, 25(4), 971-980. http://www.sci-int.com/pdf/678370984masood%20%26%20Saad.pdf
• Hassan, S., Shamsudin, M. F., & Mustapha, I. (2019). The effect of service quality and corporate image on student satisfaction and loyalty in TVET higher learning institutes (HLIs). Journal of Technical Education and Training, 11(4), 77-85. Doi: 10.30880/jtet.2019.11.04.009
• Henderson, S. (2003). Power imbalance between nurses and patients: a potential inhibitor of partnership in care. Journal of clinical nursing, 12(4), 501-508. Doi: 10.1046/j.1365-2702.2003.00757.x
• Hogreve, J., Bilstein, N., & Mandl, L. (2017). Unveiling the recovery time zone of tolerance: when time matters in service recovery. Journal of the Academy of Marketing Science, 45(6), 866-883. Doi: 10.1007/s11747-017-0544-7
• Hooley, T., & Wellens, J., Marriott, J. (2012). What is Online Research? Using the Internet for Social Science Research. Londra: Bloomsbury Publishing.
• Hume, M., & Mort, G. S. (2010). The consequence of appraisal emotion, service quality, perceived value and customer satisfaction on repurchase intent in the performing arts. Journal of Services Marketing, 24/2, 170-182. Doi: 10.1108/08876041011031136
• Ildırar, M., & Kıral, E. (2018). Piyasa Yapısı Ve Yoğunlaşma: Türk Otomotiv Sektörü Üzerine Bir Analiz. Bolu Abant İzzet Baysal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 18(1), 93-117. Doi: 10.11616/asbed.v18i38800.459484
• Ishaq, I. M. (2012). Perceived value, service quality, corporate image and customer loyalty: Empirical assessment from Pakistan. Serbian Journal of Management, 7(1), 25-36. Doi: 10.5937/sjm1201025I
• Kaiser, H. F., & Rice, J. (1974). Little Jiffy, Mark IV. Educational and Psychological Measurement, 34(1), 111–117. Doi: 10.1177/001316447403400115
• Kang, G. & James, J. (2004). Service quality dimensions: an examination of Grönroos’s service quality model. Managing Service Quality: An International Journal, 14(4), 266-277. Doi: 10.1108/09604520410546806
• Kaur, H., & Soch, H. (2018). Satisfaction, trust and loyalty: investigating the mediating effects of commitment, switching costs and corporate image. Journal of Asia Business Studies, 12(4), 361-380. Doi: 10.1108/JABS-08-2015-0119
• Kim, Y. E., & Lee, J. W. (2010). Relationship between corporate image and customer loyalty in mobile communications service markets. African Journal of Business Management, 4(18), 4035-4041. https://academicjournals.org/journal/AJBM/article-full-text-pdf/1D71E8F17674/
• Kumar, A. (2017). Effect of service quality on customer loyalty and the mediating role of customer satisfaction: an empirical investigation for the telecom service industry. Journal of Management Research and Analysis, 4(4), 159-166. Doi: 10.18231/2394-2770.2017.0029
• Kuo, Y. F., Wu, C. M., & Deng, W. J. (2009). The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computers in human behavior, 25(4), 887-896. Doi: 10.1016/j.chb.2009.03.003
• Lai, F., Griffin, M., & Babin, B. J. (2009). How quality, value, image, and satisfaction create loyalty at a Chinese telecom. Journal of business research, 62(10), 980-986. Doi: 10.1016/j.jbusres.2008.10.015
• Lai, F., Hutchinson, J., Li, D., & Bai, C. (2005). An empirical assessment and application of SERVQUAL in mainland China's mobile communications industry. International Journal of Quality & Reliability Management, 24(3), 244-262. Doi: 10.1108/02656710710730852
• Lee, C. Y. (2019). Does corporate social responsibility influence customer loyalty in the Taiwan insurance sector? The role of corporate image and customer satisfaction. Journal of Promotion Management, 25(1), 43-64. Doi: 10.1080/10496491.2018.1427651
• Lee, J. (2010). Perceived power imbalance and customer dissatisfaction. The Service Industries Journal, 30(7), 1113-1137. Doi: 10.1080/02642060802298384
• Liljander, V. & Strandvik, T. (1997). Emotions in service satisfaction. International Journal of Service Industry Management, 8(2), 148-69. Doi: 10.1108/09564239710166272
• Lim, H., Widdows, R., & Park, J. (2006). M‐loyalty: winning strategies for mobile carriers. Journal of consumer Marketing, 23/4, 208-218. Doi: 10.1108/07363760610674338
• Lin, J. S. C., & Liang, H. Y. (2011). The influence of service environments on customer emotion and service outcomes. Managing Service Quality: An International Journal, 21(4), 350-372. Doi: 10.1108/09604521111146243
• Loke, S. P., Salim, H. M., Taiwo, A. A. ve Downe, A. G. (2011). Service quality and customer satisfaction in a telecommunication service provider. International conference on financial management and economics, 11(2), 23-29. http://www.ipedr.com/vol11/5-R00009.pdf.
• Márquez, L., Pico, R., & Cantillo, V. (2018). Understanding captive user behavior in the competition between BRT and motorcycle taxis. Transport policy, 61, 1-9. Doi: 10.1016/j.tranpol.2017.10.003
• Mayer, V. F., & Avila, M. (2014). Perceptions of unfairness in price increases: an experimental study. Revista de Administração (São Paulo), 49, 566-577. Doi: 10.5700/rausp1168
• Miozzo, M., & Yamin, M. (2012). Institutional and sectoral determinants of headquarters-subsidiary relationships: A study of UK service multinationals in China, Korea, Brazil and Argentina. Long Range Planning, 45, 16-40. Doi: 10.1016/j.lrp.2011.11.001
• Mohammed, S. S., & Shahin, O. (2020). Service quality perspectives in telecommunication sector: Trust and loyalty investigation. Amazonia Investiga, 9(28), 394-403. Doi: 10.34069/AI/2020.28.04.44
• Negi, R. (2009). Determining customer satisfaction through perceived service quality: A study of Ethiopian mobile users. International journal of mobile marketing, 4(1), 31-38. https://eds.s.ebscohost.com/eds/pdfviewer/pdfviewer?vid=0&sid=7f0306a9-5800-4a0c-a559-8a726e999c2f%40redis
• Nguyen, N., & Leblanc, G. (2001). Corporate image and corporate reputation in customers’ retention decisions in services. Journal of retailing and Consumer Services, 8(4), 227-236. Doi: 10.1016/S0969-6989(00)00029-1
• Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of marketing, 49(4), 41-50. Doi: 10.1177/002224298504900
• Park, C. W., & MacInnis, D. J. (2018). Introduction to the special issue: brand relationships, emotions, and the self. Journal of the Association for Consumer Research, 3(2), 123-129. Doi: 10.1086/696969
• Qayyum, A., Khang, D. B., & Krairit, D. (2013). An analysis of the antecedents of loyalty and the moderating role of customer demographics in an emerging mobile phone industry. International Journal of Emerging Markets, 8(4), 373-391. Doi: 10.1108/IJoEM-02-2011-0019
• Rahman, M. K. B. A., Haron, S. A., Paim, L. H., Othman, M., Osman, S., & Othman, A. K. (2015). Construct Validation of Consumer Complaint Behavioral Scale in the Malaysian Mobile Phone Services Industry. Asian Social Science, 11(24), 6. Doi:10.5539/ass.v11n24p6
• Rahman, M. S. (2012). Service quality, corporate image and customer’s satisfaction towards customers perception: an exploratory study on telecom customers in Bangladesh. Business Intelligence Journal, 5(1), 56-63. https://eds.s.ebscohost.com/eds/pdfviewer/pdfviewer?vid=0&sid=896babdb-99b9-4f33-8e60-a7a50af4c31f%40redis
• Rayburn, S. W. (2015). Consumers' captive service experiences: it's YOU and ME. The Service Industries Journal, 35(15-16), 806-825. Doi: 10.1080/02642069.2015.1090982
• Rayburn, S. W., Mason, M. J., & Volkers, M. (2020). Service captivity: no choice, no voice, no power. Journal of Public Policy & Marketing, 39(2), 155-168. Doi: 10.1177/0743915619899082
• Srikanjanarak, S., Omar, A., & Ramayah, T. (2009). The conceptualisation and operational measurement of price fairness perception in mass service context. Asian academy of management journal, 14(2), 79-93. http://web.usm.my/aamj/14.2.2009/AAMJ_14.2.5.pdf
• Stavros, C., Westberg, K., Russell, R., & Banks, M. (2021). How positive service experiences contribute to service captivity. Journal of Services Marketing, 35(6), 774-790. Doi: 10.1108/JSM-08-2020-0332
• Sundie, J. M., Gelb, B. D., & Bush, D. (2008). Economic reality versus consumer perceptions of monopoly. Journal of Public Policy & Marketing, 27(2), 178-181. Doi: 10.1509/jppm.27.2.178
• Şengün, H. İ., & Menteş, N. (2018). GSM operatör markalarının tüketici açısından değerlendirilmesi. Mukaddime, 9(1), 209-230. Doi: 10.19059/mukaddime.411249
• Tran, V. D., & Le, N. M. T. (2020). Impact of service quality and perceived value on customer satisfaction and behavioral intentions: Evidence from convenience stores in Vietnam. The Journal of Asian Finance, Economics, and Business, 7(9), 517-526. Doi: 10.13106/jafeb.2020.vol7.no9.517
• Türkiye İstatistik Kurumu TÜİK (Mart, 2021). İşgücü İstatistikleri, Ocak 2021. https://data.tuik.gov.tr/Bulten/Index?p=Isgucu-Istatistikleri-Ocak-2021-37486
• Wong, A. (2004). The role of emotional satisfaction in service encounters. Managing Service Quality: An International Journal, 14(5), 365-376. Doi: 10.1108/09604520410557976
• Wu, H. C. (2014). The effects of customer satisfaction, perceived value, corporate image and service quality on behavioral intentions in gaming establishments. Asia Pacific Journal of Marketing and Logistics, 26(4), 540-565. Doi: 10.1108/APJML-03-2014-0049
• Xia, L., Monroe, K. B., & Cox, J. L. (2004). The price is unfair! A conceptual framework of price fairness perceptions. Journal of marketing, 68(4), 1-15. Doi: 10.1509/jmkg.68.4.1.42733
• Yoo, D. K., & Park, J. A. (2007). Perceived service quality: Analyzing relationships among employees, customers, and financial performance. International Journal of Quality & reliability management, 24(9), 908-926. Doi: 10.1108/02656710710826180
• Yu, W., Han, X., Ding, L., & He, M. (2021). Organic food corporate image and customer co-developing behavior: The mediating role of consumer trust and purchase intention. Journal of Retailing and Consumer Services, 59, 1-10. Doi: 10.1016/j.jretconser.2020.102377
• Zameer, H., Tara, A., Kausar, U., & Mohsin, A. (2015). Impact of service quality, corporate image and customer satisfaction towards customers’ perceived value in the banking sector in Pakistan. International journal of bank marketing, 33(4), 442-456. Doi: 10.1108/IJBM-01-2014-0015