Ciunova-shuleska, Anita
Preferred name
Ciunova-shuleska, Anita
Official Name
Ciunova-shuleska, Anita
Main Affiliation
59 results
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Item type:Publication, Can Setting and users’ characteristics influence m-banking value and reuse intentions?(2019-06-12); In the last decade, the provision of banking services has dramatically changed due to the intense implementation of new technologies, starting from the Internet and mobile banking (m-banking), including virtual assistance, to functioning entirely without any physical presence of offices or staff. This technological disruption has required from m-banking users to start considering different elements of the setting in order to appropriately recognise the value of the provided service. However, value-related perceptions are also believed to be closely connected to customers’ individual characteristics or conditions. That is why we have found necessary to study the duality of the environment-related stimuli and their antecedent influence on different value elements that depict the overall perceived value. With this objective in mind and following Sheth, Newman, & Gross’s (1991) Theory of Consumption Values, we employ the Stimulus-Organism-Response (S-O-R) model (Mehrabian & Russell, 1974) to describe the process of environmental stimuli determining customers’ actions and finally their precise responses. Thus, we contemplate external (m-banking setting) and internal (m-banking users’ personality) factors as environment-related stimuli (S); utilitarian, hedonic, social and epistemic value as organism perceptions related to the overall perceived value of the service (O); and, customers’ intention to continue using m-banking services as a response (R). After a thorough literature review, we decided to consider the following variables (Figure 1), as some of the most influencing ones in the provision of m-banking services to describe the proposed S-O-R process: (a) the external stimuli are described by m-banking ubiquity and gamification; (b) the internal stimuli are designated to be customers’ self-congruence and innovativeness; (c) the value elements, which further influence the overall perceived value, are represented by the perceived usefulness, entertainment, subjective norms and acceptance of change, related to the utilitarian, hedonic, social and epistemic value, respectively. Figure 1: Proposed model An empirical investigation was performed in the Republic of Macedonia with 252 actual users of m-banking services. The survey was carried out using personal questionnaires and the employed methodology for the data analyses was the method of Partial Least Squares. The results reveal that the external factors (ubiquity and gamification) positively influence the respective utilitarian and hedonic perceived values (presented through the perceived usefulness and entertainment). Furthermore, the users’ internal factors (self-congruence and innovativeness) correspondingly affect the social and epistemic value (explained by subjective norms and acceptance of change). Moreover, except for the hedonic value (entertainment), each of the value elements impacts the overall perceived value, which in turn incites m-banking reuse intentions. The main implications of this study can be summarised as follows: a) this is a unique study that considers both external factors from the m-banking environment and internal elements of its users as incitements of different value elements; b) banks should focus their effort to maintain users who are prone to using innovative technologies and try to evoke customers’ identification as m-banking users; c) the m-banking universal usage should be emphasised as a unique opportunity for customers, so that the practicality of the service could be acknowledged; d) games and animation elements should be avoided, given that the implementation of entertainment features might contribute to a lack of seriousness perceived in the service; e) banks’ actions should address users interested in new technologies who need social recognition related to these preferences. The limitations of this research can be overcome in future by replicating the model to other Balkan countries, so a more general conclusion for the whole region can be obtained. Furthermore, m-banking users’ personality could be more thoroughly explored as a way to distinguish between different types of users. Finally, concentrating on diverse environmental stimuli might better explain the m-banking setting, perceived rather as utilitarian than as hedonic. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Service quality, customer satisfaction and loyalty: An empirical analysis of the Macedonian retail banking sector(33rd EBES CONFERENCE 2020, 2020-10); ; The basic aim of this study is to explore most common constructs for quality of banking services, which influence customer satisfaction and examine the impact of customer satisfaction on customer loyalty in the context of banking relationships. The questionnaire was used to collect the data from 192 valid respondents by convenience sampling method. SPSS was used to analyze the data and AMOS was used to test the model. The results of the study show that there is a positive and significant link between customer satisfaction and constructs of service quality like tangibility, reliability, competence conflict handling and further study inferred that customer satisfaction is positively significant related to customer loyalty. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Perceived Position of the National TV Broadcasters in the Republic of Macedonia(2007)The aim of this paper is to give clear picture of the position that national TV broadcasters in the Republic of Macedonia hold, as it is perceived by the viewers i.e. citizens of the Republic of Macedonia. Currently in the Republic of Macedonia operate 6 national TV broadcasters out of which one broadcaster operates as a public broadcasting company and five operate as commercial broadcasting companies. On the basis of а survey conducted on 53 people age above 18 who filled in a questionnaire constructed on the basis of а scale from 1 to 9, the positioning map is constructed showing that some of the national TV broadcasters have good position in the customers’ eyes whereas some of them have bad perceived position which demand appropriate marketing activities to be taken. The results show that the position of each TV broadcasting company differs and is driven by 4 general variables: modern, old-fashioned (obsolete), oriented towards political issues and national interests, oriented towards entertainment and technological issues while other variables used in the survey play fundamental role in determination of the above-mentioned 4 general variables for map construction. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Differences in consumer decision-making styles among selected South-east European countries(Economic Research, 2016-07-06); - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Why That Picture? Discovering Password Properties in Recognition-based Graphical Authentication.(2016-08-05); - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Understanding Monetary Policy Communication in a Small and Open Economy Under an Exchange Rate Anchor: The Case of North Macedonia(Taylor & Francis, 2025); ; - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Enriching m-banking perceived value to achieve reuse intention(Marketing Intelligence & Planning, Vol. 37 No. 6, pp. 617-630 (2019), 2019-09-02); Purpose – The purpose of this paper is to model the perceived value and customers’ intention to continue using m-banking services, assuming the existence of multiple consumption values. Specifically, it is proposed that entertainment (hedonic value), ubiquity (utilitarian value) and novelty seeking (epistemic value) impact m-banking overall perceived value, which in turn influences customers’ reuse intentions. Design/methodology/approach – A survey with 260 Macedonian current users of m-banking services was carried out, using questionnaires as a method of data collection. Five-point Likert scales adapted from the relevant literature to the context of m-banking services were used to measure the variables. PLS-SEM approach was employed to estimate the proposed model. Findings – The findings indicate that bank entities can increase customers’ intention to reuse m-banking, by providing an enriched perceived value of m-banking services, precisely putting emphasis on perceived value drivers related to utilitarian value (ubiquity) and epistemic value (novelty seeking). Hedonic value (perceived entertainment) does not show a significant influence on the perception of m-banking value. Originality/value – This study provides a different perspective of the perceived value observation, by contemplating not only the well-established hedonic and utilitarian aspects of value, but also the epistemic component, considered as a vital element in contexts of mobile technologies adoption. Moreover, this is the first study to explore the m-banking perceived value in a developing country in the Balkans. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, The Relevance of Relatives and Friends: Subjective Norms and Social Networks Driving Young Macedonians’ COVID-19 Vaccine Decisions(Common Ground Research Networks, The International Journal of Interdisciplinary Social and Community Studies, 2024); ; - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Emotions, Personality Traits and Satisfaction: Assessment and Model Development(EBES, 2018-10-24); The aim of this paper is to develop a model linking personality traits, emotions and satisfaction in the context of banking services. Namely, we tested and empirically proved the relationship between two personality traits and positive/negative emotions and further between these two types of emotions and satisfaction. A data set of 269 usable responses was used and the dimensionality of each construct was assessed with exploratory factor analysis. Further, confirmatory factor analysis and structural equation modeling were applied in testing the proposed model. The results indicate that neuroticism as a personality trait is antecedent of negative emotions, while extraversion is antecedent of positive emotions. Both types of emotions (positive and negative) are antecedents of satisfaction. Precisely, negative affect influences satisfaction in a negative way, while the influence of positive affect on satisfaction is in positive direction. The present paper contributes to the existing literature by empirically analyzing the affective part of customer satisfaction, which is still avoided in some of the customer satisfaction studies. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Decision-making Styles of Young-adult Consumers in the Republic of Macedonia(2010-11-09); E. RajhThe purpose of this research is to examine decision making styles and to test the Sproles and Kendall’s (1986) CSI instrument (Consumer Style Inventory) among young-adult consumers in the Republic of Macedonia. It segments young-adult consumers by their decision-making styles and determines the differences among segments relative to their decision-making styles. The empirical analysis is based on data obtained from consumer survey. The data were analyzed using Cronbach alpha coefficients, exploratory factor analysis and k-means cluster analysis. Research results confirmed eight-factor model. Two homogeneous segments of consumers were identified: Economic consumers and Recreational consumers. Significant gender differences were found on four factors of consumer-decision making styles (brand consciousness, novelty-fashion consciousness, recreational-hedonistic consumer and habitual, brand-loyal consumer). Marketing strategies should be tailored to the specific characteristics of consumers in the Republic of Macedonia.