Two new Papers

Over the last few weeks, the two more journal papers have been accepted for publication in high impact journals. Those paper focus on Augmented Reality in Tourism / cultural management and on customer management.

Chuah, SHW, Rauschnabel, P.A:; Tseng, M.-L., Ramayah, T. (2018), Reducing temptation to switch mobile data service providers over time: the role of dedication vs. constraint, Industrial Management & Data Systems, forthcoming.

2016 Impact Factor: 2.205

Purpose – This study proposes a dedication-constraint- temptation model (DCTM) to study factors
influencing customers’ loyalty to mobile data service (MDS) providers. The model integrates new
and established antecedents of customer-based brand equity (C-BBE) (the dedication-based
mechanism) and switching barriers (the constraint-based mechanism). This study highlights the
important but underexplored role of alternative attractiveness (the temptation-based mechanism) as a
mediator and the boundary condition of relationship length.
Design/methodology/approach – The proposed model was tested using survey data from 331 MDS
users in Malaysia; partial least squares-structural equation modeling (PLS-SEM) was used.
Findings – The results indicate that customer value anticipation and procedural switching costs are
the most salient antecedents of C-BBE and switching barriers in both newer and older relationships.
C-BBE is found to affect customer loyalty in both relationship groups, with alternative attractiveness
serving as a mediator. However, switching barriers only affect customer loyalty (via alternative
attractiveness) in older relationships, but not in newer ones. In addition, the results from multi-group
analysis (MGA) reveal significant differences for the effect of switching barriers on alternative
attractiveness for shorter- and longer-term customers.
Originality/value –This study extends the IS and brand management literature by demonstrating the
relevance of customer value anticipation in the ICT brand equity-building. This study also makes an
incremental contribution by incorporating the temptation-based mechanism as a mediator and
relationship length as a moderator into the dedication-constraint model.


tom Dieck, M. C., Jung, T., & Rauschnabel, P. A. (2017). Determining Visitor Engagement through Augmented Reality at Science Festivals: An Experience Economy Perspective. Computers in Human Behavior, forthcoming

Impact Factor: 3.435

Augmented reality (AR) has been increasingly implemented to enhance visitor experiences, and tourism research has long understood the importance of creating memorable experiences, leading to the research era of experience economy. Although technology-enhanced visitor engagement is crucial for science festivals, research focusing on visitor engagement through AR using the experience economy perspective is limited. Therefore, the aim of this study is to examine how the educational, esthetics, escapist and entertainment experience using AR affect visitor satisfaction and memorable experience, and eventually, lead to visitor engagement with science experiences in the context of science festivals. A total of 220 data inputs were collected as part of the European City of Science festivities and Manchester Science Festival 2016 and analyzed using structural equation modelling. Findings show that the four realms of experience economy influence satisfaction and memory and, ultimately, the intention for visitor engagement with science research at science festivals. Theoretical contributions and practical implications are presented and discussed.

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