Georgios Tsimonis
Dr Georgios Tsimonis is currently working as a Lecturer in Marketing at Loughborough University.
In 2019, he became a Fellow of the Higher Education Academy (FHEA).
He holds a PhD in Marketing from Athens University of Economics & Business, Greece, with a focus on the use of Social Media as a brand building tool. His research interests and expertise lie in the fields of Social Media Marketing, Digital Marketing, Relationship Marketing, Consumer Behaviour, and Services Marketing.
Across his years of experience in Higher Education, Dr Tsimonis has developed, delivered and led numerous postgraduate and undergraduate marketing modules, demonstrating his commitment to providing an exceptional educational experience for his students.
As a lecturer, Dr Tsimonis is deeply committed to the academic success and well-being of his students. Throughout his teaching career, he has prioritised student satisfaction and providing support throughout their learning journey. He is dedicated to creating a learning environment that encourages intellectual curiosity, critical thinking, and academic excellence, while also ensuring that his students receive the personalized attention and guidance they need to achieve their goals.
Alongside his teaching responsibilities, Dr Tsimonis prioritises his research work, aiming to develop a publication portfolio of research articles in top-ranked marketing journals and secure funding for new research projects.
His research work has been published in several high-ranked marketing journals, including the International Journal of Market Research, Journal of Retailing & Consumer Services, Marketing Intelligence & Planning, the International Journal of Internet Marketing and Advertising, and the International Journal of Quality and Service Sciences. Additionally, he has presented numerous scientific articles at international marketing conferences, such as Academy of Marketing Science (AMS), European Marketing Academy Conference (EMAC), Academy of Marketing Conference (UK), and AMA SERVSIG."
In 2019, he became a Fellow of the Higher Education Academy (FHEA).
He holds a PhD in Marketing from Athens University of Economics & Business, Greece, with a focus on the use of Social Media as a brand building tool. His research interests and expertise lie in the fields of Social Media Marketing, Digital Marketing, Relationship Marketing, Consumer Behaviour, and Services Marketing.
Across his years of experience in Higher Education, Dr Tsimonis has developed, delivered and led numerous postgraduate and undergraduate marketing modules, demonstrating his commitment to providing an exceptional educational experience for his students.
As a lecturer, Dr Tsimonis is deeply committed to the academic success and well-being of his students. Throughout his teaching career, he has prioritised student satisfaction and providing support throughout their learning journey. He is dedicated to creating a learning environment that encourages intellectual curiosity, critical thinking, and academic excellence, while also ensuring that his students receive the personalized attention and guidance they need to achieve their goals.
Alongside his teaching responsibilities, Dr Tsimonis prioritises his research work, aiming to develop a publication portfolio of research articles in top-ranked marketing journals and secure funding for new research projects.
His research work has been published in several high-ranked marketing journals, including the International Journal of Market Research, Journal of Retailing & Consumer Services, Marketing Intelligence & Planning, the International Journal of Internet Marketing and Advertising, and the International Journal of Quality and Service Sciences. Additionally, he has presented numerous scientific articles at international marketing conferences, such as Academy of Marketing Science (AMS), European Marketing Academy Conference (EMAC), Academy of Marketing Conference (UK), and AMA SERVSIG."
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Journal Articles by Georgios Tsimonis
Design/methodology/approach - A qualitative study approach was employed for this study. Data were collected from personal interviews with fourteen marketing managers responsible for the social media activity of their company, providing preliminary evidence about the actions firms take, the motivations that led them to getting involved, and the derived outcomes.
Findings - The main actions of the firms are making prize competitions, announcing new products/services, interacting with fans, providing advice and useful information, and handling customer service issues. The basic motivations are the increasing popularity of social media, competitors’ presence, headquarters’ strategy, and cost reduction pressure. Interaction with customers, creation/enhancement of relationships with customers, brand awareness, customer engagement, promotion of products/increase of sales, and the more targeted acquisition of new customers, were referred to as the main expected outcomes for companies.
Research limitations/implications - Given the qualitative nature of the study and the emerging field of research about social media, findings should be considered as preliminary and exploratory. Interviews with companies from more sectors and also with social media users will provide a more comprehensive view of the topic.
Practical implications - The paper identifies several opportunities for company managers, suggesting practices for effective social media handling.
Originality/value - Considering the rapid development of social media and their penetration in business marketing actions, this paper is an exploratory step towards the ways firms utilize social media channels.
Design/methodology/approach: Field research was conducted by using a structured questionnaire, utilizing the E-S-QUAL model and replicating the work of the model’s developers. The survey target sample consisted of people living in Greece, who had successfully completed at least one transaction (i.e. product/s purchase) with any of the 4 most popular Greek internet shops, in the period of 3 months before the survey date. Principal component analysis, reliability tests and multiple regression analyses were performed to both confirm the scale factor structure and answer the research questions.
Findings: The analysis of the research data confirmed the four factor structure of E-S-QUAL in the context of e-commerce in Greece and produced similar results to those of the initial research. Regarding the relative importance of the E-S-QUAL dimensions, efficiency was proved to be the highest ranked one since it has a significant positive effect on all three dependent variables, namely perceived overall quality, value and loyalty. The next most important dimension was privacy, since it has a positive significant effect on both perceived overall quality and value. Fulfillment was found to have a significant positive effect only on perceived overall quality, while service availability affects positively only perceived value.
Originality/value of paper: The rapid proliferation of services being provided over the internet has led many researchers in efforts to develop instruments measuring the quality of such services. Among these, E-S-QUAL plays a central role, since its focus is on measuring the quality of the core service attributes rather than the technical quality of websites measured by other models. The present study contributes to the examination of this model’s applicability in different settings and to the verification of its factor structure. Moreover, the study provides useful insight into the effect of electronic service quality on customer perceived value and loyalty.
Paper type: Research paper
Keywords: E-S-QUAL, electronic service quality, perceived value, loyalty, Greece
Design/methodology/approach – Field research was conducted by using a structured questionnaire, utilizing the E-S-QUAL model and replicating the work of the model's developers. Principal component analysis, reliability tests and multiple regression analyses were performed to both confirm the scale factor structure and answer the research questions.
Findings – The analysis of the research data confirmed the four factor structure of E-S-QUAL in the context of e-commerce in Greece and produced similar results to those of the initial research. Efficiency was proved to be the highest ranked dimension since it has a significant positive effect on all three dependent variables, namely perceived overall quality, value and loyalty. Privacy has a positive significant effect on both perceived overall quality and value. Fulfillment was found to have a significant positive effect only on perceived overall quality, while service availability affects positively only perceived value.
Originality/value – The present study contributes to the examination of E-S-QUAL's applicability in different settings and to the verification of its factor structure. Moreover, the study provides useful insight into the effect of electronic service quality on customer perceived value and loyalty.
Conference Presentations by Georgios Tsimonis
A qualitative approach was employed for this study. Data were collected from four focus groups consisting of 32 Greek social media users who are members of popular brand pages on both Facebook and Twitter, providing preliminary evidence about the perceived benefits and costs arising from consumers’ participation in social media brand pages.
Results indicate that consumers perceive social benefits, information benefits, time & effort benefits, economic benefits, and personal treatment benefits. Overload, privacy concern, and annoyance are members’ perceived costs from interacting with companies in social media brand pages.
The study identifies and proposes several opportunities for company managers, suggesting practices for effective social media handling, towards the enhancement of perceived relational benefits and the reduction of relational costs.
Methodology: A qualitative study approach was employed for this study. Data were collected through a series of focus groups with consumers who use services provided by companies through their brand fan pages in Facebook and Twitter.
Findings: Results indicate that users perceive functional, practical, special treatment and social benefits. Privacy concern, ad irritation and information overload are users' perceived costs when use the services provided through social media brand pages.
Research limitations: Given the qualitative nature of the study and the emerging field of research about social media, findings should be considered as preliminary and exploratory. In-depth interviews and focus groups with more social media users will provide a more comprehensive view of the topic.
Practical limitations: The study unveils the opportunities that social media provide to companies, proposing the appropriate actions for designing an effective social media campaign, based on the enrichment of consumers’ relational benefits and the shrinkage of relational costs.
Originality: Given the continuous development of social media and their penetration in business marketing practices, this study should be considered as an exploratory step towards the understanding of relational benefits and costs together in an e-context.
Design/methodology/approach – Field research was conducted by using a structured questionnaire, utilizing the E-S-QUAL model and replicating the work of the model's developers. Principal component analysis, reliability tests and multiple regression analyses were performed to both confirm the scale factor structure and answer the research questions.
Findings – The analysis of the research data confirmed the four factor structure of E-S-QUAL in the context of e-commerce in Greece and produced similar results to those of the initial research. Efficiency was proved to be the highest ranked dimension since it has a significant positive effect on all three dependent variables, namely perceived overall quality, value and loyalty. Privacy has a positive significant effect on both perceived overall quality and value. Fulfillment was found to have a significant positive effect only on perceived overall quality, while service availability affects positively only perceived value.
Originality/value – The present study contributes to the examination of E-S-QUAL's applicability in different settings and to the verification of its factor structure. Moreover, the study provides useful insight into the effect of electronic service quality on customer perceived value and loyalty.
Papers by Georgios Tsimonis
Design/methodology/approach - A qualitative study approach was employed for this study. Data were collected from personal interviews with fourteen marketing managers responsible for the social media activity of their company, providing preliminary evidence about the actions firms take, the motivations that led them to getting involved, and the derived outcomes.
Findings - The main actions of the firms are making prize competitions, announcing new products/services, interacting with fans, providing advice and useful information, and handling customer service issues. The basic motivations are the increasing popularity of social media, competitors’ presence, headquarters’ strategy, and cost reduction pressure. Interaction with customers, creation/enhancement of relationships with customers, brand awareness, customer engagement, promotion of products/increase of sales, and the more targeted acquisition of new customers, were referred to as the main expected outcomes for companies.
Research limitations/implications - Given the qualitative nature of the study and the emerging field of research about social media, findings should be considered as preliminary and exploratory. Interviews with companies from more sectors and also with social media users will provide a more comprehensive view of the topic.
Practical implications - The paper identifies several opportunities for company managers, suggesting practices for effective social media handling.
Originality/value - Considering the rapid development of social media and their penetration in business marketing actions, this paper is an exploratory step towards the ways firms utilize social media channels.
Design/methodology/approach: Field research was conducted by using a structured questionnaire, utilizing the E-S-QUAL model and replicating the work of the model’s developers. The survey target sample consisted of people living in Greece, who had successfully completed at least one transaction (i.e. product/s purchase) with any of the 4 most popular Greek internet shops, in the period of 3 months before the survey date. Principal component analysis, reliability tests and multiple regression analyses were performed to both confirm the scale factor structure and answer the research questions.
Findings: The analysis of the research data confirmed the four factor structure of E-S-QUAL in the context of e-commerce in Greece and produced similar results to those of the initial research. Regarding the relative importance of the E-S-QUAL dimensions, efficiency was proved to be the highest ranked one since it has a significant positive effect on all three dependent variables, namely perceived overall quality, value and loyalty. The next most important dimension was privacy, since it has a positive significant effect on both perceived overall quality and value. Fulfillment was found to have a significant positive effect only on perceived overall quality, while service availability affects positively only perceived value.
Originality/value of paper: The rapid proliferation of services being provided over the internet has led many researchers in efforts to develop instruments measuring the quality of such services. Among these, E-S-QUAL plays a central role, since its focus is on measuring the quality of the core service attributes rather than the technical quality of websites measured by other models. The present study contributes to the examination of this model’s applicability in different settings and to the verification of its factor structure. Moreover, the study provides useful insight into the effect of electronic service quality on customer perceived value and loyalty.
Paper type: Research paper
Keywords: E-S-QUAL, electronic service quality, perceived value, loyalty, Greece
Design/methodology/approach – Field research was conducted by using a structured questionnaire, utilizing the E-S-QUAL model and replicating the work of the model's developers. Principal component analysis, reliability tests and multiple regression analyses were performed to both confirm the scale factor structure and answer the research questions.
Findings – The analysis of the research data confirmed the four factor structure of E-S-QUAL in the context of e-commerce in Greece and produced similar results to those of the initial research. Efficiency was proved to be the highest ranked dimension since it has a significant positive effect on all three dependent variables, namely perceived overall quality, value and loyalty. Privacy has a positive significant effect on both perceived overall quality and value. Fulfillment was found to have a significant positive effect only on perceived overall quality, while service availability affects positively only perceived value.
Originality/value – The present study contributes to the examination of E-S-QUAL's applicability in different settings and to the verification of its factor structure. Moreover, the study provides useful insight into the effect of electronic service quality on customer perceived value and loyalty.
A qualitative approach was employed for this study. Data were collected from four focus groups consisting of 32 Greek social media users who are members of popular brand pages on both Facebook and Twitter, providing preliminary evidence about the perceived benefits and costs arising from consumers’ participation in social media brand pages.
Results indicate that consumers perceive social benefits, information benefits, time & effort benefits, economic benefits, and personal treatment benefits. Overload, privacy concern, and annoyance are members’ perceived costs from interacting with companies in social media brand pages.
The study identifies and proposes several opportunities for company managers, suggesting practices for effective social media handling, towards the enhancement of perceived relational benefits and the reduction of relational costs.
Methodology: A qualitative study approach was employed for this study. Data were collected through a series of focus groups with consumers who use services provided by companies through their brand fan pages in Facebook and Twitter.
Findings: Results indicate that users perceive functional, practical, special treatment and social benefits. Privacy concern, ad irritation and information overload are users' perceived costs when use the services provided through social media brand pages.
Research limitations: Given the qualitative nature of the study and the emerging field of research about social media, findings should be considered as preliminary and exploratory. In-depth interviews and focus groups with more social media users will provide a more comprehensive view of the topic.
Practical limitations: The study unveils the opportunities that social media provide to companies, proposing the appropriate actions for designing an effective social media campaign, based on the enrichment of consumers’ relational benefits and the shrinkage of relational costs.
Originality: Given the continuous development of social media and their penetration in business marketing practices, this study should be considered as an exploratory step towards the understanding of relational benefits and costs together in an e-context.
Design/methodology/approach – Field research was conducted by using a structured questionnaire, utilizing the E-S-QUAL model and replicating the work of the model's developers. Principal component analysis, reliability tests and multiple regression analyses were performed to both confirm the scale factor structure and answer the research questions.
Findings – The analysis of the research data confirmed the four factor structure of E-S-QUAL in the context of e-commerce in Greece and produced similar results to those of the initial research. Efficiency was proved to be the highest ranked dimension since it has a significant positive effect on all three dependent variables, namely perceived overall quality, value and loyalty. Privacy has a positive significant effect on both perceived overall quality and value. Fulfillment was found to have a significant positive effect only on perceived overall quality, while service availability affects positively only perceived value.
Originality/value – The present study contributes to the examination of E-S-QUAL's applicability in different settings and to the verification of its factor structure. Moreover, the study provides useful insight into the effect of electronic service quality on customer perceived value and loyalty.