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Article
Publication date: 20 March 2024

Candice L. Marti, Huimin Liu, Gurpreet Kour, Anil Bilgihan and Yu Xu

In an era where complex technological advances increasingly govern service delivery, it is incumbent on service firms to pioneer innovative strategies to sustain customer…

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Abstract

Purpose

In an era where complex technological advances increasingly govern service delivery, it is incumbent on service firms to pioneer innovative strategies to sustain customer engagement and cultivate loyalty. This conceptual paper examines the transformative potential of artificial intelligence (AI) in the realm of online customer communities, with a particular focus on its creation, management and enhancement facets. The authors explore how AI can revolutionize the dynamics of customer interaction, feedback mechanisms and overall engagement within the service industry.

Design/methodology/approach

This conceptual paper draws from marketing and management literature focusing on customer communities and AI in service and customer engagement contexts with a robust future research agenda.

Findings

A classification of online customer community engagement is provided along with a conceptual framework to guide our understanding of the integration of AI into online customer communities.

Originality/value

This exploration underscores the imperative for service firms to embrace AI-driven approaches to online customer community management, not only as a means to optimize their operations but as a vital strategy to stay competitive in the ever-evolving digital landscape. This paper examines the novel combination of AI with online customer communities and provides the framework in the form of an input-process-output (IPO) model for future research into this integration.

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Article
Publication date: 14 February 2025

Sarah (Sa’arah) Alhouti, Kristina K. Lindsey Hall, Andrew Kuo and Thomas L. Baker

This study explores the incorporation of prosocial compensation in service recoveries by allowing customers to cocreate the process through compensation choice, explains the…

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Abstract

Purpose

This study explores the incorporation of prosocial compensation in service recoveries by allowing customers to cocreate the process through compensation choice, explains the underlying mechanism driving these results and identifies a boundary condition for these effects.

Design/methodology/approach

Three scenario-based experimental studies are conducted to test the proposed hypotheses.

Findings

Incorporating cocreation in a service recovery featuring prosocial compensation can outperform purely financial compensation (i.e. monetary-only) if the customer is given a choice. Moreover, pride is higher for customers who choose prosocial compensation (i.e. donations) as part of a service recovery. These findings are contingent on the firm’s reputation, namely, its corporate social responsibility (CSR) authenticity, such that companies with high (vs low) CSR authenticity perceptions benefit more in terms of enhanced pride given cocreated prosocial recoveries.

Research limitations/implications

Drawing on service-dominant logic and social exchange theory, the findings of this research suggest that incorporating prosocial compensation, an element of CSR, as part of a cocreated service recovery strategy can enhance pride and repurchase intent.

Practical implications

This research demonstrates instances where prosocial compensation can outperform monetary-only compensation, leading to higher repurchase intent, highlighting conditions for this to occur and offering prescriptions for managers to implement these strategies in service recoveries.

Social implications

Cocreating service recoveries with prosocial compensation, like donations, boosts customer pride and strengthens relationships. Firms with authentic CSR perceptions benefit most, addressing customers’ emotional and economic needs while enhancing community goodwill.

Originality/value

This work uniquely explores the effect of cocreated recoveries using prosocial compensation on pride and repurchase intent.

Details

European Journal of Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 24 November 2023

Kristina K. Lindsey-Hall, Eric J. Michel, Sven Kepes, Ji (Miracle) Qi, Laurence G. Weinzimmer, Anthony R. Wheeler and Matthew R. Leon

The purpose of this manuscript is to provide a step-by-step primer on systematic and meta-analytic reviews across the service field, to systematically analyze the quality of…

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Abstract

Purpose

The purpose of this manuscript is to provide a step-by-step primer on systematic and meta-analytic reviews across the service field, to systematically analyze the quality of meta-analytic reporting in the service domain, to provide detailed protocols authors may follow when conducting and reporting these analyses and to offer recommendations for future service meta-analyses.

Design/methodology/approach

Eligible frontline service-related meta-analyses published through May 2021 were identified for inclusion (k = 33) through a systematic search of Academic Search Complete, PsycINFO, Business Source Complete, Web of Science, Google Scholar and specific service journals using search terms related to service and meta-analyses.

Findings

An analysis of the existing meta-analyses within the service field, while often providing high-quality results, revealed that the quality of the reporting can be improved in several ways to enhance the replicability of published meta-analyses in the service domain.

Practical implications

This research employs a question-and-answer approach to provide a substantive guide for both properly conducting and properly reporting high-quality meta-analytic research in the service field for scholars at various levels of experience.

Originality/value

This work aggregates best practices from diverse disciplines to create a comprehensive checklist of protocols for conducting and reporting high-quality service meta-analyses while providing additional resources for further exploration.

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