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ACOMS+ 및 학술지 리포지터리 설명회

  • 한국과학기술정보연구원(KISTI) 서울분원 대회의실(별관 3층)
  • 2024년 07월 03일(수) 13:30
 

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  • P-ISSN1738-3110
  • E-ISSN2093-7717
  • SCOPUS, ESCI

Moderating Effect of Individualism/Collectivism on the Association between Service Quality, Corporate Reputation, Perceived Value and Consumer Behavioural Intention

The Journal of Distribution Science(JDS) / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2013, v.11 no.7, pp.39-45
https://doi.org/https://doi.org/10.13106/jds.2013.vol11.no7.39
Maiyaki, Ahmed Audu (Department of Business Administration and Entrepreneurship, Bayero University)

Abstract

Purpose - The paper aims at testing the moderating effect of individualism dimension of culture on consumer behavioural intention about bank services in Nigeria. Research design, data, and methodology - A survey was conducted with a sample of five hundred and fifty five bank customers drawn from various retails banks. Using Statistical Package for Social Sciences and Analysis of Moment Structure, combinations of descriptive and inferential statistics were performed. Invariance test and multiple-group analysis were conducted in order to assess the moderating effect. The invariance test was necessary to confirm the equivalence of constructs so that any difference detected thereafter could be related to moderating effect. Results - The results show that individualism has a significant moderating effect on the relationship between technical quality, perceived value and corporate image on the one hand, and behavioural intention on the other. However, individualism does not moderate the association between functional quality and behavioral intention. Conclusions - It is recommended that the bank policy makers should take necessary step to enhance the customer perception of technical quality, perceived value and corporate image with respect the retail bank services.

keywords
Individualism/Collectivism, Technical Quality, Corporate Image, Perceived Value, Behavioural Intention

The Journal of Distribution Science(JDS)