How cyber security enhances trust and commitment to customer retention: The mediating role of robotic service quality

Roshan Panditharathna *,, Yang Liu, Fabio Vinicius de Macedo Bergamo, Dominic Appiah, Peter R.J. Trim and Yang-Im Lee 2024. How cyber security enhances trust and commitment to customer retention: The mediating role of robotic service quality. Big Data and Cognitive Computing. 8 (11) 165. https://doi.org/10.3390/bdcc8110165

TitleHow cyber security enhances trust and commitment to customer retention: The mediating role of robotic service quality
TypeJournal article
AuthorsRoshan Panditharathna *,, Yang Liu, Fabio Vinicius de Macedo Bergamo, Dominic Appiah, Peter R.J. Trim and Yang-Im Lee
Abstract

Cyber security is supportive of robotic service provision, the objective of which is to help marketers achieve their aim of providing a high level of service. Marketers need to be aware of cyber security issues and adhere to established cyber security policies. We investigate trust and commitment in relation to customer retention while assessing the mediating role of robotic service quality (RSQ). We employ a survey-based study that utilises 231 valid responses from customers in São Paulo, Brazil. To analyse the data, we used partial least squares structural equation modelling (PLS-SEM). The results show that trust and commitment have a positive impact on customer retention. RSQ has a partial mediation effect on the relationship between the latent constructs of trust, commitment, and customer retention. Thus, it can be suggested that RSQ, which embeds trust and commitment, assists in building a loyal customer base. Marketers outside the Latin American region can benefit from the results of this study since it incorporates cyber security awareness and policy within marketing strategy implementation, ensuring that RSQ is aligned in terms of the digitalisation goals of the company.

Article number165
JournalBig Data and Cognitive Computing
Journal citation8 (11)
ISSN2504-2289
Year2024
PublisherMDPI
Publisher's version
License
CC BY 4.0
File Access Level
Open (open metadata and files)
Digital Object Identifier (DOI)https://doi.org/10.3390/bdcc8110165
Publication dates
Published20 Nov 2024

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