Being "green” to trust and continue in a global pandemic

PurposeGiven the severe impact of coronavirus disease 2019 (COVID-19) on bank business activities, this study aims to examine how green brand image and online trust affect customers' continuance intention (CI) under the boundary condition of perceived effectiveness of e-services (PEES).Design/methodology/approachAn extensive review of the green marketing perspective was conducted to identify the incremental contributions of the current study (e.g. extensions of online trust and PEES). The authors used the common questionnaire survey strategy for the data collection while applying the partial least squares technique for further analyses.FindingsUsing data from 460 bank customers, the findings indicated that online trust positively mediates the relationship between green brand image and CI under the moderating effect of PEES. At high levels of PEES, online trust exerts strongest effect on customers' CI.Research limitations/implicationsThis study responds to the emerging call for understanding the PEES role, under which online trust leads to CI in the context of the global pandemic.Practical implicationsThe authors provide bank managers with a helpful extension of green marketing with PEES to manage online trust and customer intention, thereby increasing the managers' strategic effectiveness.Originality/valueThe current study explores the moderating role of PEES that plays in the green brand image, online trust and CI relationships, in responding to the pandemic situation.

Investigating the influences of employer branding attributes on turnover intentions of hospitality workforce in the COVID-19 in Vietnam

PurposeThis study aims to develop a comprehensive understanding about employer branding dimensions as well as the dimension's possible links with turnover intentions through the lens of existing hospitality employees.Design/methodology/approachA survey was conducted based on a sample of 200 hospitality employees in order to examine relationships between employer branding dimensions and turnover intentions. Structural equation modeling (SEM) was used for data analysis and hypothesis testing.FindingsThe findings found that economic, social, development and security values had negative impacts on turnover intentions;however, the impact of application and interest values on turnover intentions were not confirmed.Practical implicationsHospitality managers can prioritize actions and strategies that influence their staff's intentions to quit, subsequently reducing employee turnover.Originality/valueGiven the lack of studies on employer branding dimensions from the perspective of current employees, especially the employees' relationships with employee turnover intentions, this study points out employer branding factors that impact employee turnover intentions in the settings of coronavirus disease 2019 (COVID-19). The findings add to the literature on employer branding and employee turnover management and provide insights for hospitality managers in the context of the New Normal.