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Customer engagement in sales promotion

Azam Kaveh (Kish International Campus, Tehran University, Kish, Iran) (Department of Business Studies, Leiden University, Leiden, The Netherlands)
Mohsen Nazari (Faculty of Management, Tehran University, Tehran, Iran)
Jean-Pierre van der Rest (Department of Business Studies, Leiden University, Leiden, The Netherlands)
Seyed Abolghasem Mira (Faculty of Management, Tehran University, Tehran, Iran)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 28 September 2020

Issue publication date: 13 April 2021

1376

Abstract

Purpose

The purpose of this study is to explore the impact of customer engagement in sales promotion on purchase intention. Utilizing value co-creation and customer engagement theories, the authors tested a model that specifies the effect of customer engagement in sales promotion on purchase intention, through its impact on perceived value and customer satisfaction.

Design/methodology/approach

The model was tested with the PLSc-SEM approach.

Findings

Engaging customers to store's offers by giving them the possibility to choose the type of promotional discount that suits their personal preferences and needs is positively associated with purchase intention, and that this relationship is mediated in serial by perceived value and customer satisfaction.

Practical implications

Involving customers in sales promotion provides opportunities for retail front line management, as well as for customer relationship management to attract attention and interest.

Originality/value

While previous research concerned situations where firms and customers collaborate in the co-creation of value, its role in the sales promotion process is yet unclear. This study starts filling this gap by taking a closer look at customer participation in the sales promotion process and its impact on customer purchase intention.

Keywords

Citation

Kaveh, A., Nazari, M., van der Rest, J.-P. and Mira, S.A. (2021), "Customer engagement in sales promotion", Marketing Intelligence & Planning, Vol. 39 No. 3, pp. 424-437. https://doi.org/10.1108/MIP-11-2019-0582

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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