Examinando por Autor "Zada, Shagufta"

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    Brand Love: Role of Online Customer Experience, Value Co-creation, and Relationship Quality
    (Frontiers Media S.A., 2022) Mustafa, Khurram; Ahmad, Farooq; Qaisar, Muhammad Nawaz; Zada, Shagufta; Jamil, Saqib; Anwer, Naveed; Khawaja, Kausar Fiaz; Vega-Muñoz, Alejandro; Contreras-Barraza, Nicolás; Hamid, Syed Ali Raza; Mariam, Shahida
    Customer experience is a source of retailers’ long-term competitive advantage. This study has examined the relationship between online customer experience and brand love through the mechanism of relationship quality in the context of online shopping in Pakistan. The moderating effect of value co-creation on the relationship of online customer experience with relationship quality and brand love has also been examined. Data were collected from a purposive sampling of 189 online customers in an online survey. Results showed that online customer experience significantly impacts customer relationship quality, which leads to brand love. The relationship between online customer experience and relationship quality is found more robust at high levels of value co-creation. However, we observed a significant negative moderating effect of value co-creation on the direct relationship between online customer experience and brand love. It suggests that including customers in the value co-creation process and affording them a pleasurable online shopping experience may be an excellent way to enhance customer relationship quality and brand love. Theoretical and practical implications of these findings are discussed. Copyright © 2022 Mustafa, Ahmad, Qaisar, Zada, Jamil, Anwer, Khawaja, Vega-Muñoz, Contreras-Barraza, Hamid and Mariam.
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    Online Customer Experience Leads to Loyalty via Customer Engagement: Moderating Role of Value Co-creation
    (MDPI, 2022-07) Ahmad, Farooq; Mustafa, Khurram; Hamid, Syed Ali Raza; Khawaja, Kausar Fiaz; Zada, Shagufta; Jamil, Saqib; Qaisar, Muhammad Nawaz; Vega Muñoz, Alejandro; Contreras Barraza, Nicolás; Anwer, Naveed
    With the increasing growth of online shopping, businesses are intertwining to establish new shopping antecedents. Customer experience has steadily become the most important source of retailers’ long-term competitive advantage via difference. To preserve long-term and sustained consumer loyalty, retailers must continually improve the customer experiences. This study presents a framework for online retailing in a digital environment called the Online Customer Experience-Engagement Context model in the presence of value co-creation (VCC). Data was gathered from 189 people who purchased products online. For additional analysis, testing the hypothesis, and model construction, SPSS 26 and Smart-PLS were used. The data was then evaluated further using descriptive statistics, path analysis, measurement, and structural model. The findings show that the online customer experience (measured as shopping environment, shopping procedure, staff service experience, and product experience) substantially influenced customer engagement, which improved customer loyalty. The VCC strengthened the link between online customer experience and customer engagement. It suggests that including consumers in co-creating a delightful online customer experience from time to time may be a valuable strategy for online retailers to increase customer engagement and loyalty. To create an overarching outcome, information integration theory (IIT), multi-attribute utility theory (MAUT), and the attitude-behavior-context theory (ABC) theories are converged to explain the proposed model in the study. Copyright © 2022 Ahmad, Mustafa, Hamid, Khawaja, Zada, Jamil, Qaisar, Vega-Muñoz, Contreras-Barraza and Anwer.
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    Servant Leadership Behavior at Workplace and Knowledge Hoarding: A Moderation Mediation Examination
    (Frontiers Media S.A., 2022-05) Zada, Shagufta; Khan, Jawad; Saeed, Imran; Jun, Zhang Yong; Vega Muñoz, Alejandro; Contreras Barraza, Nicolás
    Servant leadership practice honesty, stewardship, and high moral standards while prioritizing the needs of subordinates. The moral concern of a servant leadership is to support others and put the needs of others first. We investigated the relationship between servant leadership, psychological safety, and knowledge hoarding in accordance with social learning theory in a survey of 347 workers across 56 teams. The results of this study illustrate that servant leadership is negatively associated with knowledge hoarding and positively associated with psychological safety. We also found that a mastery climate moderated the relationship between servant leadership and knowledge hoarding. This study highlights the theoretical and practical implications that contribute to the body of knowledge. It helps organizations that the presence of servant leadership may discourage knowledge hoarding by providing a psychologically safe mastery climate. Copyright © 2022 Zada, Khan, Saeed, Jun, Vega-Muñoz and Contreras-Barraza.
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    The Impact of Customer Experience and Customer Engagement on Behavioral Intentions: Does Competitive Choices Matters?
    (Frontiers Media S.A., 2022-05) Ahmed, Bilal; Zada, Shagufta; Zhang, Liang; Sidiki, Shehla Najib; Contreras Barraza, Nicolás; Vega Muñoz, Alejandro; Salazar Sepúlveda, Guido
    The study aims to analyze behavioral intentions influenced by customer engagement, experience, and identification moderated by competitive choices in the granite sector of Pakistan. The study has been carried out through primary data analysis of cross-sectional approach in the transition to a sustainable economy. In total, 400 questionnaires were distributed, for which only 216 were filled and usable with a response rate of 54%—collected data from the production managers and units. In contrast, missed mine holders and labor analyzed the data in SPSS and AMOS to run various tests, i.e., reliability, correlation analysis, regression, moderation regression, and confirmatory factor analysis. The study findings indicate a positive and significant relationship and effect among the variables. The reviews might contain some biases. Therefore, this study recommended adopting a probability sampling technique for future studies. The study results in a positive manner indicating customer service involvement as a significant factor in behavioral intention despite competitive options. Copyright © 2022 Ahmed, Zada, Zhang, Sidiki, Contreras-Barraza, Vega-Muñoz and Salazar-Sepúlveda.