Vincent Jeseo, Matthew M. Lastner and Hulda G. Black
The e-services market is expected to reach nearly $500bn globally by 2028. As this marketplace grows, customer-to-customer interactions (CCIs) occurring through virtual channels…
Abstract
Purpose
The e-services market is expected to reach nearly $500bn globally by 2028. As this marketplace grows, customer-to-customer interactions (CCIs) occurring through virtual channels will likely increase. Consequently, the purpose of this research is to examine how the context in which CCI’s occur (i.e. virtual vs in-person) and the frequency of their occurrence affects customer identification, leading to increased customer engagement and more favorable purchase behaviors.
Design/methodology/approach
Two studies were conducted to test the proposed models and hypotheses. The sample for Study 1 is comprised of college students taking in-person or online classes (n = 290). In Study 2, members of an online brand community (n = 125) were surveyed. Hypotheses were tested using structural equation modeling (SEM).
Findings
Overall, results support a mediation effect such that CCI context (virtual vs in-person) affects customer engagement and purchase behaviors via customer identification. Specifically, Study 1 finds that customer engagement behaviors (CEBs) are greater for in-person CCIs due to the frequency of interactions and heightened identification between customers. Study 2 further examines the CCI frequency-identification link and finds that customer-firm identification is the only form of identification that affects CEBs and purchase behaviors.
Originality/value
Limited customer engagement research has examined the effects of CCIs on CEBs, and research has rarely compared in-person to virtual CCI contexts. This paper addresses these shortcomings by testing the effects of in-person and virtual CCIs on CCI frequency, identification and CEBs. This research fills another important gap in the literature by considering the unique effects of specific dimensions of customer identification on CEBs and purchase behaviors.
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Hulda G. Black, Vincent Jeseo and Leslie H. Vincent
The purpose of this paper is to empirically test some of the consumer engagement frameworks that have been previously proposed in marketing literature.
Abstract
Purpose
The purpose of this paper is to empirically test some of the consumer engagement frameworks that have been previously proposed in marketing literature.
Design/methodology/approach
Data were gathered via surveys distributed to members of a health club in the USA. Results were analyzed using structural equation modeling.
Findings
We found the effects of satisfaction on intercustomer support – the assistance received from other customers within a service setting – to be fully mediated by customer identification. The strength and direction of effects differed based on the type of identification. They also found an effect of satisfaction on customer patronage frequency. This effect was fully mediated by customer–employee identification.
Practical implications
The findings illustrate that, in most cases, intercustomer support can be built and enhanced by focusing on customer identification. Both customer–company and customer–customer identification had a positive effect on social/emotional and instrumental support; however, they did not influence a consumer’s patronage frequency. Conversely, customer–employee identification decreased perceptions of instrumental support, but increased perceptions of social/emotional support and patronage frequency. While the findings indicate that identification with a firm’s employees drives a customer’s patronage, firms must decide if the benefits received from increased patronage are worth the decreased instrumental support.
Originality/value
Past research has demonstrated the benefits of intercustomer support at both the firm and customer level, yet little research has investigated what enhances intercustomer social support in an organization. The research answers this question and illuminates some specific mechanisms that mediate this effect. Additionally, while previous research indicates that intercustomer support drives objective outcomes such as firm performance and loyalty intentions, we instead found these outcomes to be driven by customer–employee identification.
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Thuy D. Nguyen, Majed Yaghi, Gopala Ganesh, Charles Blankson, Audhesh K. Paswan and Robert Pavur
Diversity, equity and inclusion ideology is the latest appeal of individual compassion, institutional legitimacy and enlightened society. Specific to higher education, diversity…
Abstract
Purpose
Diversity, equity and inclusion ideology is the latest appeal of individual compassion, institutional legitimacy and enlightened society. Specific to higher education, diversity, equity and inclusion is an honorable ideology, value and mission. This paper aims to (1) empirically recognize the differences in the level of importance between the university’s and faculty’s diversity, equity and inclusion initiatives, (2) identify the diversity, equity and inclusion outcomes, such as university brand image and student intention to engage postgraduation, (3) uncover the moderating role of university brand preference attainment and (4) validate the mediating role of student identification in diversity, equity and inclusion literature.
Design/methodology/approach
A survey of 1,027 usable responses was employed to perform two moderations, four mediations and two confidence interval analyses.
Findings
The university’s diversity, equity and inclusion initiatives are significantly more rewarding than the faculty’s diversity, equity and inclusion initiatives for the university brand image and students’ intention to engage postgraduation. Findings uncover the mediating role of student identification and the moderating role of brand preference attainment.
Practical implications
Focusing on diversity, equity and inclusion at the institutional level is more impactful than at the faculty level. In industries where frontline employees have significant autonomy, such as higher education, the positive brand performance outcomes are related to the faculty’s diversity, equity and inclusion awareness, not the faculty’s diversity, equity and inclusion advocacy. Diversity, equity and inclusion initiatives should align with the student’s shared values.
Originality/value
The study relies on institutional theory to underscore the asymmetric importance of the university’s and faculty’s diversity, equity and inclusion initiatives in achieving perceived brand image and engagement.
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Francisca Araújo, Amélia Brandão and Aijaz A. Shaikh
This study aims to explore and understand the role of word-of-mouth (WOM), including electronic WOM (e-WOM), in healthcare services through social identity theory.
Abstract
Purpose
This study aims to explore and understand the role of word-of-mouth (WOM), including electronic WOM (e-WOM), in healthcare services through social identity theory.
Design/methodology/approach
A qualitative approach was adopted based on semi-structured interviews with patients in healthcare units. In total, 36 interviews were conducted between March and April 2022. The interviews were transcribed following the principles of thematic saturation and analysed using the software NVivo 12.0.
Findings
The findings were divided into two domains: pre- and post-consumption. During pre-consumption, e-WOM influenced the creation of the hospital’s brand image, which affected the patients’ expectations before their visit. During post-consumption, the patients can generate e-WOM, and its valence represents their overall experience.
Practical implications
Strategic attention to customer-centricity and skilful use of e-WOM is essential in the healthcare business. By incorporating these strategies into a strategic framework, healthcare organisations can successfully enhance their brand image, foster patient loyalty and consequently gain a competitive advantage in the industry.
Originality/value
This study is distinctive for thoroughly investigating e-WOM in healthcare, exploring both the pre-and post-service consumption phases through qualitative analysis. This study adopts a relatively novel approach by applying social identity theory within the healthcare context to explore patient affiliation with healthcare brands and institutions.
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Pankaj Thakur, Kapil Kathuria and Nisha Kumari
The main fast moving consumer goods (FMCG) retail formats that customers engage with in India are Kirana stores, neighborhood convenience stores (NCS), supermarkets and online…
Abstract
Purpose
The main fast moving consumer goods (FMCG) retail formats that customers engage with in India are Kirana stores, neighborhood convenience stores (NCS), supermarkets and online retailers. However, there has been less research done on the variables or antecedents that could favorably affect consumers' engagement with these FMCG retail formats. To improve retail practices, this study looks at how female consumers perceive the performance of FMCG retail formats on different antecedents of consumer engagement. The status of consumer engagement with FMCG retail formats was also analyzed.
Design/methodology/approach
The present study used exploratory as well as descriptive research design. Previous studies were analyzed to identify the antecedents of consumer engagement. A structured questionnaire was used to collect the primary data from 400 female respondents of two major urban cities in north-western India. The descriptive analysis and one-way ANOVA test were performed to analyze the data.
Findings
Kirana stores’ performance on most of the antecedents was not satisfactory. Supermarkets and online retailers performed better on all antecedents. Customer marketing orientation and experiential marketing were the antecedents that required more attention from Kirana stores, NCS and supermarkets. Consumer engagement with online retailers was highest, whereas consumer engagement with Kirana stores was least.
Originality/value
This study offers a comprehensive examination of the antecedents of consumer engagement and consumer engagement with FMCG retail, which no prior research has studied in the context of FMCG retail businesses.
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Shaoqing Zhang, Sihong Zhang and Yuan Zhang
This study aims to investigate mechanisms and boundary conditions of the impact of customer engagement strategies (CESs) on customer loyalty (CL) based on goal-framing and…
Abstract
Purpose
This study aims to investigate mechanisms and boundary conditions of the impact of customer engagement strategies (CESs) on customer loyalty (CL) based on goal-framing and well-being theory.
Design/methodology/approach
Through a three-stage, time-lagged research design, 246 valid samples were obtained. This study tested and validated the proposed framework using hierarchical regression analysis and a moderated mediation procedure.
Findings
First, CESs have a significant positive impact on CL. Second, consumer well-being (CWB) partially mediates the CESs–CL relationship. Third, information processing style (IPS) moderates the impact of CESs on CWB, with a more pronounced effect observed under the affective processing style. Finally, IPS further moderates the indirect effect of CESs on CL, indicating that CESs enhance CL through increased CWB, particularly under the affective processing style.
Originality/value
Revealing the pivotal role of CESs in enhancing CL at the corporate level helps bridge the gap between companies and customers, thereby facilitating the establishment of long-term cooperative relationships. Additionally, introducing the concept of CWB into the study of CL offers a novel perspective for understanding customer behavior.
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Ming Chi, Paul Harrigan and Yongshun Xu
Online service brand communities (OBCs) are an essential services marketing channel and relationship marketing tool, in which social capital (SC) is a critical success factor…
Abstract
Purpose
Online service brand communities (OBCs) are an essential services marketing channel and relationship marketing tool, in which social capital (SC) is a critical success factor. Underpinned in social identity and social exchange theories, this paper aims to explore the effects of SC on customer brand engagement (CBE), considering the roles of collective psychological ownership (CPO), customer citizenship behaviour (CCB) and perceived community support (PCS).
Design/methodology/approach
The research model was tested using survey data from 256 participants; 137 from the Xiaomi Community and 119 from the Huawei Fan Club. Partial least squares-structural equation modelling analysis was used.
Findings
SC drives CBE. CPO and CCB are important mediators, whilst PCS is an important moderator.
Practical implications
Brand marketers need to foster SC in OBCs to achieve the maximum level of customer engagement. The authors provide recommendations as to how to build structural, relational and cognitive SC, as well as CPO, CCB and PCS. In short, brand marketers need to foster an interactive, empowering and supportive environment.
Originality/value
The authors further service research around the humanisation of technology. Specifically, OBCs are social spaces for brands and customers, and a key enabler of relationship marketing principles, such as CBE. The authors test the roles of structural, cognitive and relational SC in engagement in OBCs, through CPO and CCB. This holistic picture of engagement in OBCs is an important foundation for future service research.