Relations between Customer Engagement into Value Creation and Customer Loyalty (original) (raw)
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Customer Engagement into Value Creation: Determining Factors and Relations with Loyalty
Engineering Economics, 2014
The topicality of customer engagement into value creation as a marketing research object has especially grown in the context of current value co-creation studies. The current exploration shows that most works on the topic of customer engagement into value creation have been performed in the case of services. Their analysis reveals that up till now no complex research has been done that would analyse reasons for engagement into value creation of customers of services and all possible intermediate variables of relations between customer engagement into value creation and loyalty. The aim of this article is to substantiate the integrated approach towards customer engagement into value creation identifying its determining factors and relations with loyalty in the case of health care services. The compiled theoretical framework reflects the integrated approach towards service customer engagement into value creation and encompasses two groups of relations between the research constructs. The results of the empirical research show that patients' engagement into value creation is strongly influenced by communication of a clinic's doctors, and the other three factors have an average influence. It has been revealed that the influence of patients' engagement into value creation on attitude loyalty is stronger not in the case of direct impact of patients' engagement into value creation on loyalty but through intermediate variables. This is based on the research results, which confirm the influence of patients' engagement into value creation on their satisfaction, trust, and relationship strength of a clinic's doctors. All the mentioned variables influence patients' attitude loyalty, and the strongest influence is identified in the case of trust. The influence of patient's engagement into value creation on behaviour loyalty has not been identified.
The Role of Customer Engagement Behavior in Value Co-Creation
Journal of Service Research, 2014
Recent developments in marketing and service research highlight the blurring of boundaries between firms and customers. The concept of customer engagement (CE) aggregates the multiple ways customer behaviors beyond transactions may influence the firm. However, the term is embryonic and academics and practitioners alike lack understanding on how CE contributes to value co-creation. This article marks the first attempt to conceptualize the role of customer engagement behavior (CEB) in value co-creation within a multistakeholder service system. We combine the theoretical perspectives of CE and value co-creation research to the analysis of a rich case study of a public transport service system involving consumers, communities, businesses, and governmental organizations. Our findings describe drivers for CEB, identify four types of CEB, and explore the value outcomes experienced by various stakeholders. This article proposes that CEB affects value co-creation by virtue of customers’ dive...
International Journal of Hospitality Management, 2019
In today’s market, firms expect customers to not only consume their offerings, but also to market these offerings indirectly through different engagement behaviors. This study is conducted to examine factors that may drive customers to engage with restaurants. The research builds on the theory of engagement and relationship marketing literature to propose that customer perceived value (CPV) and relationship quality (RQ) are antecedents of CE. In addition, a mediated relationship between CPV and CE through RQ is examined to better understand the effects of CPV on CE. Customer value consciousness (CVC) is incorporated into the model as a boundary condition of the hypothesized positive impacts of CPV on CE and RQ. Findings demonstrate support to the relationships hypothesized. Further, the study develops the ‘value get, value’ framework to extend research on customer relationship and engagement. Findings are discussed in detail with implications for theory and practice.
Customer Engagement Conceptual Domain, Fundamental Propositions, and Implications for Research
Journal of Service …, 2011
In today's highly dynamic and interactive business environment, the role of 'customer engagement' (CE) in co-creating customer experience and value is receiving increasing attention from business practitioners and academics alike. Despite this interest, systematic scholarly inquiry into the concept and its conceptual distinctiveness from other, associated relational concepts is limited to-date. This paper explores the theoretical foundations of CE by drawing on relationship marketing theory, and the service-dominant (S-D) logic. The analysis also examines the use of the term 'engagement' in the social science, management and marketing academic literatures, as well as in specific business practice applications. Five fundamental propositions (FPs) derived from this analysis are used to develop a general definition of CE, and distinguish the concept from other relational concepts, including participation and involvement. The five propositions are used in the development of a framework for future research, the undertaking of which would facilitate the subsequent refinement of the conceptual domain of CE. Overall, CE, based on its relational foundations of interactive experience and the co-creation of value, is shown to represent an important concept for research in marketing and service management.
Journal of Service Research, 2011
In today's highly dynamic and interactive business environment, the role of 'customer engagement' (CE) in co-creating customer experience and value is receiving increasing attention from business practitioners and academics alike. Despite this interest, systematic scholarly inquiry into the concept and its conceptual distinctiveness from other, associated relational concepts is limited to-date. This paper explores the theoretical foundations of CE by drawing on relationship marketing theory, and the service-dominant (S-D) logic. The analysis also examines the use of the term 'engagement' in the social science, management and marketing academic literatures, as well as in specific business practice applications. Five fundamental propositions (FPs) derived from this analysis are used to develop a general definition of CE, and distinguish the concept from other relational concepts, including participation and involvement. The five propositions are used in the development of a framework for future research, the undertaking of which would facilitate the subsequent refinement of the conceptual domain of CE. Overall, CE, based on its relational foundations of interactive experience and the co-creation of value, is shown to represent an important concept for research in marketing and service management. 2
The Framework of Customer Engagement on Customer Satisfaction : The Antecedents and Consequences
Journal of Management and Informatics
This study examines the relationship between requirements and framework development in Customer Engagement (CE). In this paper it is developed based on engagement theory with the assumption that satisfying relationships will be able to create emotional relationships so that colleagues will be involved and bound to each other. Based on theoretical studies, this paper proposes a framework that examines the components that exist in CE, antecedents. involved and the consequences of CE. To complete the study, we also discuss how the type of industry, company characteristics - Business to Business vs Business to Consumer - and value and level of involvement affect the satisfaction relationship, both direct and indirect contributions from the point of view of emotional involvement in Customer Engagement. Next, examine the development of Customer Engagement and how to maximize company performance by making appropriate strategic changes. The findings of this paper are the relationship betwee...
The Process of Customer Engagement: A Conceptual Framework
The Journal of Marketing Theory and Practice, 2009
Traditional measures of customer satisfaction have been criticized for failing to capture the depth of customer responses to service performance. This study seeks to redirect satisfaction research toward an approach that encompasses an understanding of the role of commitment, involvement, and trust in the creation of engaged and loyal customers. A conceptual framework for segmenting customer-brand relationships based on the extent to which customers are either new or repeat purchase customers of a specifi c service brand is proposed. The approach provides a deeper and more complete understanding of the nature of customer-brand relationships and the processes by which engagement may be developed and fostered among differing customer segments.
Friend or foe? Customer engagement’s value-based effects on fellow customers and the firm
Journal of Business Research, 2020
Customer engagement (CE) research has rapidly developed in recent years, with insight being gleaned in such areas as CE conceptualization, valence, measurement, and theoretical associations. However, despite the development of understanding of CE's impact on the focal customer (e.g. by cultivating his/her brand attachment/loyalty), much less remains known regarding CE's effects on other actors, particularly on multiple actors simultaneously. Based on the premise that differing actors tend to have different goals/interests, as advanced in stakeholder theory, we deduce that positive/negative CE can yield differing perceived valuebased effects across actors. To address this issue, we examine the particular case of positive/negative CE's value-creating/eroding effects as perceived by the actors of fellow customers and the firm, which we classify in a multi-actor typological framework. After introducing and discussing the typology, we conclude by outlining key implications that arise from this research, limitations, and avenues for further research on CE's multi-actor effects.
Customer value and customer brand engagement: Their effects on brand loyalty in automobile business
2021
The study investigates the extent to which customer value affected brand loyalty among mid-sized automobile customers in Thailand. It`s focused on assessing whether customer brand engagement acted as an intervening variable in the relationship between customer value and brand loyalty. A questionnaire was distributed to a random sample of 380 current users of medium-sized passenger automobiles in Thailand; these participants were drawn from the list of automobile customers using a multistage sampling technique. The dealership customers were asked to complete an electronic survey using their cell phones. Structural equation modeling was applied to prove the theoretical model. All the model fit indices revealed that the model was reasonably consistent with the data. Results validated customer brand engagement composed of three dimensions using confirmatory factor analysis and its role as a mediator. The findings also provided novel insight into the interplay of the relevant variables a...
The customer engagement/value interface: An exploratory investigation
Australasian Marketing Journal (AMJ), 2013
After generating significant interest among marketing practitioners, the customer engagement (CE) concept is rapidly gaining traction in the academic marketing literature. Although pioneering research has provided foundational insights in this emerging area, little is known regarding the ways in which CE may contribute to generating customer value (CV) and ensuing loyalty for utilitarian and hedonic brands. Addressing this research gap, this paper develops a conceptual model of the CE/CV interface for utilitarian and hedonic brands, which proposes: (i) The existence of a curvilinear relationship between CE/CV for utilitarian and hedonic brands; and (ii) Up to a focal brand-, category-, consumer-, and situation-specific optimum, growing CE generates greater CV increases for hedonic, than for utilitarian brands. By drawing on a sample of 14 consumers, depth-interviewing/focus group findings provided exploratory evidence for contentions (i) and (ii). The paper concludes with an overview of key research limitations and implications.