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Article: Developing consumer-based service brand equity via the internet: The role of personalization and trialability

TitleDeveloping consumer-based service brand equity via the internet: The role of personalization and trialability
Authors
KeywordsConsumer-based brand equity
Internet banking
Personalization
Service brand equity
Technology adoption
Trialability
Issue Date2008
PublisherLawrence Erlbaum Associates, Inc. The Journal's web site is located at http://www.leaonline.com/loi/joce
Citation
Journal Of Organizational Computing And Electronic Commerce, 2008, v. 18 n. 3, p. 197-223 How to Cite?
AbstractThe commercialization of the Internet has provided opportunities for building service brands in the minds of consumers. Services are characterized as intangible, heterogeneous, inseparable, and perishable features that often engender high information costs and, hence, low perceived value to potential consumers. When a service is available via the Interneta medium that can subdivide and rebuild the service into personalized offeringspotential consumers become better informed in advance of what the service provides. The Internet also permits most services to be trialable before consumption. These new features, empowered by the Internet, have important implications for what we call consumer-based service brand equity (CSBE), the value that potential consumers assign to a service brand. This article investigates the effects of service personalization and trialability on the development of CSBE of Internet banking service, a typical service available via the Internet. Results from a laboratory experiment indicate that both service personalization and trialability have significant positive influences on the development of the CSBE of an Internet banking service brand. While personalization was found to indirectly influence CSBE development by mediating the perceived benefits of the brand, trialability exerted both a direct and an indirect effect. Trialability developed the brand's CSBE by first mediating the information through gathering cost savings and then the perceived benefits of the brand. Implications of the study's results are discussed.
Persistent Identifierhttp://hdl.handle.net/10722/57179
ISSN
2015 Impact Factor: 0.944
2015 SCImago Journal Rankings: 0.440
ISI Accession Number ID
References

 

DC FieldValueLanguage
dc.contributor.authorChau, PYKen_HK
dc.contributor.authorHo, CKYen_HK
dc.date.accessioned2010-04-12T01:28:29Z-
dc.date.available2010-04-12T01:28:29Z-
dc.date.issued2008en_HK
dc.identifier.citationJournal Of Organizational Computing And Electronic Commerce, 2008, v. 18 n. 3, p. 197-223en_HK
dc.identifier.issn1091-9392en_HK
dc.identifier.urihttp://hdl.handle.net/10722/57179-
dc.description.abstractThe commercialization of the Internet has provided opportunities for building service brands in the minds of consumers. Services are characterized as intangible, heterogeneous, inseparable, and perishable features that often engender high information costs and, hence, low perceived value to potential consumers. When a service is available via the Interneta medium that can subdivide and rebuild the service into personalized offeringspotential consumers become better informed in advance of what the service provides. The Internet also permits most services to be trialable before consumption. These new features, empowered by the Internet, have important implications for what we call consumer-based service brand equity (CSBE), the value that potential consumers assign to a service brand. This article investigates the effects of service personalization and trialability on the development of CSBE of Internet banking service, a typical service available via the Internet. Results from a laboratory experiment indicate that both service personalization and trialability have significant positive influences on the development of the CSBE of an Internet banking service brand. While personalization was found to indirectly influence CSBE development by mediating the perceived benefits of the brand, trialability exerted both a direct and an indirect effect. Trialability developed the brand's CSBE by first mediating the information through gathering cost savings and then the perceived benefits of the brand. Implications of the study's results are discussed.en_HK
dc.languageengen_HK
dc.publisherLawrence Erlbaum Associates, Inc. The Journal's web site is located at http://www.leaonline.com/loi/joceen_HK
dc.relation.ispartofJournal of Organizational Computing and Electronic Commerceen_HK
dc.rightsCreative Commons: Attribution 3.0 Hong Kong License-
dc.rightsJournal of Organizational Computing and Electronic Commerce. Copyright © Lawrence Erlbaum Associates, Inc.en_HK
dc.rightsThe article is accepted for publication in Journal of Organizational Computing and Electronic Commerce. Readers must contact LEA for permission to reprint or use the material in any form.en_HK
dc.subjectConsumer-based brand equityen_HK
dc.subjectInternet bankingen_HK
dc.subjectPersonalizationen_HK
dc.subjectService brand equityen_HK
dc.subjectTechnology adoptionen_HK
dc.subjectTrialabilityen_HK
dc.titleDeveloping consumer-based service brand equity via the internet: The role of personalization and trialabilityen_HK
dc.typeArticleen_HK
dc.identifier.openurlhttp://library.hku.hk:4550/resserv?sid=HKU:IR&issn=1091-9392&volume=18&issue=3&spage=197&epage=223&date=2008&atitle=Developing+consumer-based+service+brand+equity+via+the+Internet:+the+role+of+personalization+and+trialabilityen_HK
dc.identifier.emailChau, PYK: pykchau@hkucc.hku.hken_HK
dc.identifier.authorityChau, PYK=rp01052en_HK
dc.description.naturepublished_or_final_versionen_HK
dc.identifier.doi10.1080/10919390802198956en_HK
dc.identifier.scopuseid_2-s2.0-48349100944en_HK
dc.identifier.hkuros130444-
dc.relation.referenceshttp://www.scopus.com/mlt/select.url?eid=2-s2.0-48349100944&selection=ref&src=s&origin=recordpageen_HK
dc.identifier.volume18en_HK
dc.identifier.issue3en_HK
dc.identifier.spage197en_HK
dc.identifier.epage223en_HK
dc.identifier.isiWOS:000258584400002-
dc.publisher.placeUnited Statesen_HK
dc.identifier.scopusauthoridChau, PYK=7102267201en_HK
dc.identifier.scopusauthoridHo, CKY=55448827200en_HK

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