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This study aims to understand how integration efforts at both communication and channel levels can foster customer engagement behavior in the retail sector from the perspective of employees.

Data were collected through 231 face-to-face questionnaires completed by frontline employees in shopping centers. A structural equation modeling approach was applied to test the proposed hypotheses.

The results highlight the importance of integration efforts as external stimuli for enhancing employees’ perceptions about customer engagement behavior. Findings extend the stimulus-organism-response model by predicting responses that go beyond employees’ behavior to predict customer engagement behavior. Results also confirm the mediating role of attitudes toward marketing communications and synergy realization in the proposed model.

Retailers should integrate their multiple channels and operate consistently and in coordination through them to develop employees’ perceptions about customer engagement behavior. Managers should regularly collect information from their employees as they represent an important touchpoint in omnichannel retailing.

There is a gap in the omnichannel retailing literature regarding how integration efforts at a communication level may complement integration efforts at a channel level for developing customer engagement. This study addresses this gap by adopting a novel perspective using frontline employees as a source of information for assessing customer engagement behavior. It extends knowledge about how customer engagement behavior may be developed and strengthened from the employees’ point of view.

Este estudio analiza, desde la perspectiva del empleado, cómo la integración de la comunicación y la coordinación de los canales de distribución fomenta el engagement de los clientes en el sector minorista.

Los datos fueron recogidos a través de 231 cuestionarios personales realizados a empleados de centros comerciales. Las hipótesis se contrastaron mediante un modelo de ecuaciones estructurales.

Los resultados destacan la importancia de la integración para fomentar la percepción de los empleados acerca del engagement del cliente. Estos resultados extienden la aplicación del Modelo de Estimulo-Organismo-Respuesta para predecir no sólo el comportamiento de los empleados si no el engagement del cliente. Los resultados también corroboran el rol mediador de la actitud hacia las comunicaciones de marketing y la obtención de sinergias.

Los distribuidores deben integrar todos los canales y actuar de forma coordinada y consistente para mejorar la percepción de los empleados acerca del engagement del cliente. Se debe recabar información periódica sobre las percepciones de los empleados ya que constituyen un importante punto de contacto en la gestión omnicanal de los establecimientos comerciales.

Este estudio aborda un gap existente en la literatura acerca de cómo los esfuerzos de integración a nivel de comunicación complementan los esfuerzos a nivel de canal para fomentar el engagement del cliente. La novedad de este estudio reside en estudiar estos aspectos desde la perspectiva de los empleados.

本研究旨在从员工的角度了解沟通和渠道层面的整合工作如何促进零售部门的顾客参与行为。

数据收集于购物中心一线员工所填写的231份面对面问卷。应用结构方程建模方法来检验所提出的假设。

本文结果强调了整合工作作为外部激励对于提高员工对顾客参与行为的认知的重要性。研究结果通过预测超越员工行为的反应来预测客户参与行为, 从而扩展了刺激-机体-反应模型。结果还证实了对营销传播和协同实现的态度在所提出的模型中的中介作用。

零售商应该整合其多种渠道, 并通过这些渠道持续协调地运作, 以培养员工对顾客参与行为的认知。管理者应该定期从员工那里收集信息, 因为他们是全渠道零售的一个重要接触点。

在全渠道零售业的文献中, 关于沟通层面的整合工作如何补充渠道层面的整合工作以发展顾客参与的问题, 存在研究差距。本研究通过采用新颖的视角, 将一线员工作为评估顾客参与行为的信息来源来解决这一差距。它扩展了关于如何从员工的角度发展和加强顾客参与行为的知识。

This paper aims to examine the differential effects of gamified loyalty programmes and conventional loyalty programmes on customer engagement behaviours.

A 2 × 2 × 2 experiment was conducted that manipulated gamification (gamified vs non-gamified), reward levels (high vs low) and reward type (economic vs social). Data collected from a sample of 315 individuals were analysed through partial least squares and tests of means.

Gamification can improve the attractiveness of loyalty programmes by influencing perceptions of playfulness and reward satisfaction. In fact, gamification lowers the importance that customers attach to reward levels. As a result, customers perceive higher hedonic and utilitarian value, which positively influences their engagement behaviours.

To the best of the authors’ knowledge, this study is one of the first studies to attempt to empirically analyse whether incorporating gamification into loyalty programmes influences customer engagement behaviours in the hospitality context.

本文研究了游戏化忠诚计划和传统忠诚计划对顾客参与行为的不同影响。

本文进行了2 x 2 x 2实验, 操纵了游戏化（游戏化 vs 非游戏化）、奖励水平（高 vs 低）和奖励类型（经济 vs 社交）。通过对315名个体样本收集的数据进行PLS（偏最小二乘）和均值测试进行分析。

游戏化可以通过影响玩味感和奖励满足感来提高忠诚计划的吸引力。实际上, 游戏化降低了顾客对奖励水平的重视程度。因此, 顾客感知到更高的享乐和功利价值, 从而积极地影响了他们的参与行为。

本研究首次尝试在酒店业背景下经验性地分析将游戏化纳入忠诚计划是否影响顾客参与行为。

This paper aims to explore how customer engagement behaviors and brand loyalty are enhanced through customers’ preferences of m-servicescape, based on the S-O-R model as a theoretical background.

A cross-sectional, online, self-administered survey method was conducted to examine proposed relationships by recruiting previous users of hotel mobile apps in the USA.

Results identified aesthetics, functionality and symbolism preferences of the m-servicescape fulfilled customers’ evaluations on autonomy and relatedness needs fulfillment, which positively influenced their engagement behaviors and brand loyalty.

This study contributed to mobile marketing research by investigating customers’ preferences of m-servicescapes that enhanced customers’ positive responses in the hotel industry.

Practical implications are as follows: using a holistic approach to explore mobile service environments in fulfilling customers’ needs, enhanced customers’ engagement behaviors and brand loyalty.

This study proposed and empirically investigated the role of m-servicescapes in customers’ evaluations on needs fulfillment and their positive responses in the hotel industry.

本论文以 S-O-R 模型为理论基础, 旨在探索m-服务场景如何促进客户参与行为和品牌忠诚度。

本论文采用横向研究、在线问卷采样形式, 美国酒店移动 app 用户为问卷样本, 来对假设关系进行验证。

m-服务场景的美观、功能性、和象征意义对顾客自治、相关需求满足有促进作用, 从而积极提高他们的参与行为和品牌忠诚度。

本论文通过探索酒店顾客m-服务场景偏好与顾客积极反馈的关系, 对移动营销研究做出贡献。

本论文建议企业使用整体策略来加强移动服务场景对于顾客需求的满足, 从而提高了顾客参与行为和品牌忠诚度。

本论文提出并且验证m-服务场景对于酒店顾客需求满足和积极反馈的作用。

关键词： 服务场景, 酒店移动 app, 顾客参与行为, 品牌忠诚度, S-O-R 模型

Social commerce is relatively a nascent notion that highlights the transactions of e-commerce facilitated through social media. This study aims to investigate the motivational factors driving customer brand engagement in social commerce activities within the hospitality sectors.

Guided by self-determination theory, this research examined both intrinsic and extrinsic motivation factors by surveying 588 hospitality customers in a structured questionnaire.

The results showed that intrinsically customers were motivated by knowledge, accomplishment and stimulation; while extrinsically customers were motivated by external and introjected regulation to affect their cognitive, affectional and behavioral engagement with hospitality brands through social commerce activities.

Given the emerging trends in customer brand engagement practices within the context of social commerce, this study investigates an understudied phenomenon and its relational drivers, which reveals its theoretical significance.

社交电商是相对新型的概念, 其强调通过社交工具来达成电子商务交易。本论文探索其促使顾客参与到酒店品牌的社交电商活动中的各项促进因素。

本研究以自决理论（SDT）为理论基础, 通过以结构问卷的形式, 调研588名酒店顾客, 来检测顾客参与的内因和外因各种因素。

研究结果表明顾客内在驱动力源自于知识、成就、和激发等因素; 顾客外在驱动力源自于外部控制和联合控制等因素以影响其在认知、感官、和行动方面顾客参与酒店品牌的社交电商活动中来。

由于社交电商的顾客参与行为是行业中的新兴趋势, 因此本论文研究了一个在学术上研究不足的领域以及其驱动力因素, 从而证实了本研究的理论价值。

This paper aims to analyse the effect of technology acceptance variables on customer attitude and customer engagement behaviours (CEB) with social tourism websites (STWs).

An empirical study was carried out with 346 customers. A model was developed to analyse the relationships between CEB and their determinants. Partial least squares – structural equation modelling was used to test the model.

Customers’ perceptions of enjoyment, ease of use, usefulness and trustworthiness positively influence their attitude towards STWs and their subsequent engagement behaviours [purchases, word of mouth (WOM) and referrals].

This study develops and empirically tests a model that analyses the impact of technology acceptance model variables on CEB, both transactional (customer purchases) and non-transactional (customer WOM, referrals and feedback), in the context of STWs.

本论文分析研究科技urism websitehaviours pur

研究样本为研究科技urism websitehaviours purchasesLS-SEM分析验证假设模型。

研究结果表明, 顾客愉快感知、易使用、有用性、以及可信任度等变量对顾客社交旅游网站的态度及后续参与行为（购买、sOM、推荐）有着积极影响。

本论文开发并验证分析了科技接受模型变量对顾客参与行为的影响, 包括交易性（顾客购买）以及非交易性（顾客（OM、推荐、反馈）, 以社交旅游网站为背景。

The purpose of this paper is to investigate travellers’ behaviour and examine their reactions to high-tech hotels offering robotic services to customers.

Data were gathered from user-generated content within the context of a qualitative research method by analysing the online narratives of travellers at TripAdvisor who visited robotic hotels. Data analysis was realised through content analysis, which revealed various themes and categories of traveller behaviour and reactions to technology.

Results show that robotic services significantly improve the quality of service offered to travellers, while positively affecting travellers’ intention to revisit robotic hotels within the context of customer engagement behaviours.

The results of the present research reveal that the introduction of new technologies in the service industry, such as the robotic butler, can have considerable effects on guest behaviour and attitudes. This field has emerged as a new sub-dimension of customer engagement.

The use of robots will most likely enhance experiences through interaction between customers and robots. Additionally, in cases where social distancing is required, the use of robots in the hospitality and tourism industry may increase the mobility of people wishing to travel by applying social distancing through use of robots in services.

The study contributes to the extant literature by identifying the concept of adoption as a sub-dimension deriving from human–robot interaction, thus generating the novelty of the research.

本论文旨在研究游客行为以及检验其对高科技酒店提供机器人服务给客人的反应。

本论文采用定性分析手段, 采集样本为TripAdvisor游客光顾机器人酒店的在线叙述文本, 即用户生成内容（UGC）。本论文采用文本分析法, 以确定多种游客行为和对科技的反应等多个主题和范畴。

研究结果表明, 机器人服务大大提高游客服务质量, 同时也积极影响游客再光顾机器人酒店的意向, 在顾客参与行为（CEBs）的研究背景下。

本论文研究结果表明, 服务产业的新科技引用, 比如机器人服务员, 能够对顾客行为和态度产生显著的影响。这一研究领域作为顾客参与（CE）的新维度正在兴起。

新技术的引用将提高顾客的服务质量, 从而促成顾客的价值共创。此外, 还可以帮助消除游客对受到健康相关危机影响的担忧; 从业人员应该考虑在其公司、企业、或者机构中采用机器人服务。

机器人的使用将很有可能通过机器人与顾客的交互而提高顾客体验。此外, 在被要求社交隔离的情况下, 在酒店和旅游业中使用机器人将增加人们旅游的流动性。

本论文补充了现有文献, 确立了机器人接纳作为人机交互的第二维度, 从而证实了本文的新颖性。