Role of Cultural Intelligence and Customer Involvement on Behavioral Loyalty Toward Manufactured Products in Nigeria
Keywords:
cultural intelligence, customer involvement, behavioral loyalty
Abstract
Evidence from the literature reveals that customer loyalty research is growing and is becoming more widely integrated into related disciplines. This study evaluates the role of sales representatives’ cultural intelligence (CI) in the behavioral loyalty (BL) of customers of SMEs in Nigeria, through the mechanism of customer involvement (CuI). Two sets of questionnaires were administered directly to the sales representatives, and indirectly to the customers, via the sales representatives. Three hundred and fifty copies of the sales representatives’ questionnaire were administered, based on the population of 65 manufacturing SMEs and an average of 5.4 copies per SME, while 384 copies of the customers’ questionnaire were sent to the unknown pool of customers. Data were col- lected from the two sets of respondents, which were analyzed through a variance-based structural equation modeling using Smart-PLS software. The results reveal a positive and significant relationship between cultural intelligence and behavioral loyalty, while the in- direct relationship reveals customer involvement does strongly mediate the relationship between the antecedent and the outcome. The findings imply that behavioral loyalty is engendered when sales representatives possess high cultural intelligence, and customers are strategically involved through consultations and product co-creation.
References
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impact of customer involvement on new product performance. Journal of the academy of
marketing science, 44(4), 516-538.
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Echchakoui, S., & Ghilal, R. (2019). How sales managers can use salespeople ’ s perceived attributes to monitor and motivate a sales force during relationship marketing. European Research on Management and Business Economics, 25(2), 99–104.
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Freng Svendsen, M., Haugland, S. A., Grønhaug, K., & Hammervoll, T. (2011). Marketing strategy and customer involvement in product development. European Journal of Marketing, 45(4), 513–530.
Gabel-Shemueli, R., Westman, M., Chen, S., & Bahamonde, D. (2019). Does cultural intelligence increase work engagement? The role of idiocentrism-allocentrism and organizational culture in MNCs. Cross Cultural & Strategic Management, 26(1), 46–66.
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Guan, J., Wang, W., Guo, Z., Chan, J. H., & Qi, X. (2021). Customer experience and brand
loyalty in the full-service hotel sector: the role of brand affect. International Journal of
Contemporary Hospitality Management. Vol. 33 No. 5, pp. 1620-1645.
https://doi.org/10.1108/IJCHM-10-2020-1177
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Hair, Joe F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. The Journal of Marketing Theory and Practice, 19(2), 139–152.
Hair Jr, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2013). A primer on partial least squares structural equation modeling (PLS-SEM). Sage Publications.
Hall, E. T. (1960). The silent language in overseas business. Harvard Business Review, 38(3), 87–96.
Henseler, J??rg, Ringle, C. M., & Sarstedt, M. (2014). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135.
Henseler, Jörg, Hubona, G., & Ray, P. A. (2016). Using PLS path modeling in new technology research: updated guidelines. Industrial Management & Data Systems, 116(1), 2–20.
Henseler, Jörg, Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135.
Hwang, Y. H., & Mattila, A. S. (2018). Is It My Luck or Loyalty? The Role of Culture on Customer Preferences for Loyalty Reward Types. Journal of Travel Research, 57(6), 769–778.
Iglesias, O., Markovic, S., Bagherzadeh, M., & Singh, J. J. (2018). Co-creation: A key link between corporate social responsibility, customer trust, and customer loyalty. Journal of Business Ethics, 1–16.
Izogo, E. E., & Mpinganjira, M. (2021). Social media customer behavioral engagement and
loyalty among hotel patrons: does customer involvement matter?. International Journal
of Tourism Cities.Vol. 8 No. 3, pp. 636-657. https://doi.org/10.1108/IJTC-04-2021-0070
Kandampully, J., & Zhang, T. C. (2015). Customer loyalty : a review and future directions with a special focus on the hospitality industry. International Journal of Contemporary Hospitality Managemen, 27(3), 379–414.
Kaur, D., Sambasivan, M., & Kumar, N. (2013). Effect of spiritual intelligence, emotional intelligence, psychological ownership and burnout on caring behaviour of nurses: A cross-sectional study. Journal of Clinical Nursing, 22(21–22), 3192–3202.
Kaur, P., Dhir, A., Chen, S., & Rajala, R. (2019). Attitudinal and Behavioral Loyalty Toward Virtual Goods Attitudinal and Behavioral Loyalty Toward Virtual Goods. Journal of Computer Information Systems, 00(00), 1–12.
Kock, N., & Lynn, G. (2012). Lateral collinearity and misleading results in variance-based SEM: an illustration and recommendations. Journal of the Association for Information Systems,13(7), 546–580.
Kristensson, P., Matthing, J., & Johansson, N. (2008). Key strategies for the successful involvement of customers in the co-creation of new technology-based services. International Journal of Service Industry Management, 19(4), 474–491.
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.
Lee, J.-S., Kim, S., & Pan, S. (2014). The role of relationship marketing investments in customer reciprocity. International Journal of Contemporary Hospitality Management, 26(8), 1200–1224.
Lemy, D., Goh, E., & Ferry, J. (2019). Moving out of the silo: How service quality innovations can develop customer loyalty in Indonesia’s hotels. Journal of Vacation Marketing, 1356766718819658.
Lenka, U., Suar, D., & Mohapatra, P. K. J. (2009). Service quality, customer satisfaction, and customer loyalty in Indian commercial banks. The Journal of Entrepreneurship, 18(1), 47–64.
Mael, F., & Ashforth, B. E. (1992). Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of Organizational Behavior, 13(2), 103–123.
Magnusson, P., Westjohn, S. A., Semenov, A. V, Randrianasolo, A. A., & Zdravkovic, S. (2013). The role of cultural intelligence in marketing adaptation and export performance. Journal of International Marketing, 21(4), 44–61.
McMullan, R., & Gilmore, A. (2003). The conceptual development of customer loyalty measurement: A proposed scale. Journal of Targeting, Measurement and Analysis for Marketing, 11(3), 230–243.
Memon, M. A., Ting, H., Ramayah, T., Chuah, F., & Cheah, J. H. (2017). A review of the methodological misconceptions and guidelines related to the application of structural equation modeling: A Malaysian scenario. Journal of Applied Structural Equation Modeling, 1(1), 1–13.
Miles, J. A. (2012). Management and organization theory: A Jossey-Bass reader (Vol. 9). John Wiley & Sons.
Moon, H., Johnson, J. L., Mariadoss, B. J., & Cullen, J. B. (2018). Supplier and Customer Involvement in New Product Development Stages: Implications for New Product Innovation Outcomes. International Journal of Innovation and Technology Management, 15(01), 1850004.
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Published
2024-05-02
How to Cite
Jonathan Vem, L., Ojei Eshue, P., & Ramayah, T. (2024). Role of Cultural Intelligence and Customer Involvement on Behavioral Loyalty Toward Manufactured Products in Nigeria. Gadjah Mada International Journal of Business, 26(2), 141-164. Retrieved from https://journal.ugm.ac.id/v3/gamaijb/article/view/14785
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Gadjah Mada International Journal of Business by Master of Business Administration, Faculty Economics and Business, Universitas Gadjah Mada is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
