Search results

Drawing upon uses and gratifications (U&G) theory and customers' online brand-related activities framework, the present study aims to examine the influence of customers’ motivations to engage with brand-related social media content on different social media engagement behaviors (consumption, contribution and creation) and brand-related outcomes (brand trust and brand loyalty) in the quick service restaurant (QSR) context.

Based on a self-administered survey dataset of 500 social media users who are customers of QSR brands, partial least square structural equation modeling is used to verify the hypotheses.

Results showed that interactivity motivation and information motivation drive all the social media engagement behaviors (consumption, contribution and creation). The results also confirmed the mediating effect of brand trust on the relationship between two levels of social media engagement behaviors (consumption and contribution) and brand loyalty.

To entice customers to engage with QSR brands on social media, social media marketing managers should incorporate elements of interactivity, information, entertainment and incentive into QSR social media brand posts rather than relying solely on delivering social media content in a variety of ways such as photos, videos and status updates.

This study makes a novel contribution to hospitality and social media engagement literature, thus uncovering opportunities for managers to engage their customers on social media.

Customers' co-design behavior is an important source of knowledge for product innovation. Firms can regulate the focus of information interaction with customers to set goals and motivate their co-design behavior. Drawing on regulatory fit theory and construal level theory, the authors build a research model to study whether the fit between the regulatory focus of firms' task invitations (promotion focus vs prevention focus) and their feedback focus (self-focused vs other-focused) can enhance co-design behavior by improving customers' experiences (perceived meaning, active discovery and perceived empowerment).

The authors conducted two online between-subjects experiments to validate the proposed research model.

The two online experiments reveal that customers' experiences are enhanced when the feedback focus is congruent with the regulatory focus of the firm's task invitations. Specifically, self-focused feedback has a stronger positive effect on customers' experiences in the prevention focus context. Other-focused feedback has a stronger positive effect on customers' experiences in the promotion focus context. Moreover, customers' experience significantly and positively affects co-design behavior (i.e. co-design effort and knowledge contribution).

This work provides theoretical and practical implications for firms to improve the effectiveness of information interaction with their customers and eventually ensure the sustainability of co-design.

When customers make their purchase decisions, they use all the available information from all the initiatives and behaviors that companies carry out with their stakeholders. This research aims to identify whether a company's financial performance and reputation determine the customer's perception of the company, which affects their engagement. This study is based on the theories of engagement, stakeholder and signalling. Are customers engaged solely based on their feeling of satisfaction, or do employees and brand value play a role in this engagement?

Secondary data was collected from 14 automotive companies and empirically tested through a longitudinal study over the period 2010–2018. For panel data analysis this study used weighted least squares.

The variables proposed in this research, firm value and corporate reputation, were significant for the analysed panel sample. Furthermore, employee satisfaction influences customer engagement as an independent and moderating variable, just like brand value.

This research contributes to the emerging stream of customer engagement research by combining insight as a company-initiated resource, with the sheer transaction, integrating data obtained from employees and customers in an international context.

The optimal level of customer participation is an important factor in service design. However, researchers know little about the impact of customer participation for their willingness to pay and hence organizations’ financial outcomes. This paper examines the impact of customer participation in a pay-what-you-want (PWYW) pricing system, allowing customers to pay any price they want for a product or service.

This paper reports the results of three experiments, in which the authors manipulated the level of customer participation (Study 1: Low versus high, Study 2: Medium versus high, Study 3: Low versus medium versus high) and measured customers' PWYW payments (Studies 1–3), customer satisfaction (Studies 1–3), perceived equity (Study 3) and perceived enjoyment (Study 3). Studies 1 and 3 were scenario-based experiments, while study 2 was a field experiment. Study 3 was preregistered.

The results support a direct effect of customer participation in service production on customer PWYW payments, yet only when comparing low to high levels of customer participation. High levels of customer participation lead to a decrease in perceived equity and an increase in perceived enjoyment, which in turn spilled over to customer PWYW payments through customer satisfaction.

This research provides causal evidence at the individual level of analysis for the relationship between customer participation in service production and financial results. The paper also provides insights into its underlying mechanisms.

This research investigates the role of customer forgiveness as the result of online service recovery transparency in predicting customer engagement. It also examines the moderating roles of timeliness and personalization in this proposed model.

An online survey study using retrospective experience sampling and a scenario-based experimental study were conducted to test the proposed hypotheses.

Customer forgiveness positively influences customer engagement and plays a mediating role in the relationship between service recovery transparency and customer engagement. Additionally, timeliness and personalization moderate the positive influence of service recovery transparency on customer forgiveness. The positive influence of service recovery transparency on customer forgiveness is more apparent when levels of timeliness and personalization decrease.

To retain focal customers' engagement after a service failure, firms must obtain their forgiveness. One of the firm's online complaint handling strategies to increase the forgiveness level of focal customers is to provide a high level of service recovery transparency (i.e. responding to their complaints in a public channel), especially when the firm is unable to respond to online complaints quickly or provide highly personalized responses.

This research provides new insights into the underlying mechanism of customer engagement by applying the concept of customer forgiveness. It also contributes to the social influence theory by applying the essence of the theory to explain how other customers' virtual presence during the online complaint handling influences the forgiveness of focal customers in order to gain their engagement. Additionally, it provides insight into the conditions under which the role of service recovery transparency can be very effective in dealing with online complaints.

This article explores how firms' unresponsiveness to Black customer feedback influences Black (vs. White) customers' perceived firm-based discrimination and brand engagement.

Two experimental studies (Study 1(N1) = 254) and Study 1(N2) = 484) are conducted to test the modeled relationships. The data are analyzed using ANOVA, PROCESS Model 4 and PROCESS Model 7.

The findings suggest that though perceived discrimination remains modest in all conditions, Black (vs. White) respondents report higher perceived discrimination when the firm fails to respond to a Black customer's negative or neutral (but not positive) brand-related feedback on social media. The results also indicate that Black (vs. White) customers exhibit lower engagement through perceived discrimination in the case of the firm's unresponsiveness to a Black customer's negative and neutral (but not positive) brand-related feedback regardless of the manager's race.

Prior research on intercultural service encounters and ethnic differences in consumer engagement on social media are combined to examine the relationship between customer race and perceived discrimination based on the firm's unresponsiveness to customers' social media posts.

Manipulations were created based on a fictitious e-tailer. Thus, it is recommend that future researchers examine the extent to which the findings hold for existing (r)etailers. In addition, future studies using secondary data could provide additional evidence for the findings.

Managerial attention is accentuated among customer feedback responsiveness, engagement and perceived firm discrimination. Managers are encouraged to adopt communication strategies that complement the firm's strategy and social media presence.

The main purpose of this study is to fill the research gap on how B2B global service firms integrate dynamic capabilities within their omnichannel management to influence positive word of mouth (WOM), customer engagement (CE) and customer equity.

Drawing on the dynamic capability and WOM theories, a model has been developed that defines the subjects of the empirical test. The paper reports on data collected from 312 service-oriented global firms in Australia, through a cross-sectional survey. Data were analyzed using structural equation modeling.

The findings suggest that content management (i.e. information consistency, source trustworthiness and endorsement) and concerns management (i.e. privacy, security and recovery) capabilities are the two significant antecedents of positive WOM within a B2B omnichannel setting in international marketing. The findings also confirm the key mediating role of CE between positive WOM and customer equity.

The findings extend dynamic capability theory in the context of international marketing by linking WOM, CE and customer equity. The findings add further theoretical rigor by establishing the nomological chain between positive WOM and customer equity, in which CE plays a key mediating role.

Employing a service-profit chain (S-PC) framework, this manuscript investigates the relationship between employee engagement (EE) and customer engagement (CE) within service contexts and explores how a mediating mechanism, service employee work performance (SEWP), links EE with CE.

Meta-analytic procedures ascertain the magnitude of the relationship between EE and SEWP (k = 102, ρ^ = 0.45) and between SEWP and three dimensions of CE: customer purchases (k = 42, ρ^ = 0.47), customer knowledge (k = 4, ρ^ = 0.33) and customer influence (k = 7, ρ^ = 0.42). The current meta-analysis reports an effect size for the EE-overall SEWP relationship nearly 1.50 times greater than related extant meta-analyses.

Results suggest SEWP, consisting of service employee task performance and contextual performance, serves as an important intervening mechanism between EE and CE by considering nine dimensions of SEWP. Such findings suggest that to maximize SEWP, service employees must go beyond simply being satisfied in their work roles; instead, service employees must feel energized, find fulfillment and meaning and be engrossed in their work to maximize the service they provide to customers.

This research extends previous meta-analytic efforts, bridges the multi-disciplinary gap between EE and CE research, provides an empirical link allowing for informed decision-making for managers and stakeholders, underscores the importance of service employees surpassing required job responsibilities to meet and exceed customer needs and suggests an agenda for future service research integrating EE and CE.

The hotel customers are conscious of the deteriorating environmental conditions and demand for online immersions. Hotels lack an exciting shift in customer behavior for augmented customer re-patronage intention (CRPI) especially in developing countries. This study aims to apply customer-dominant service logic (CDSL) to comprehend customers’ life-sphere contributing to some of the vital United Nations sustainable development goals (UN SDGs). In this essence, CDSL grasps the impact of customer empowerment (CE) and environmental corporate social responsibility (Env CSR) on customer re-patronage intention (C-RPI) with the mediating and moderating effects in Pakistan’s four- and five-star hotels.

A deductive approach is followed in which an online survey of 400 hotel customers was conducted using purposive and snowball sampling techniques to understand the practice of C-RPI and UN SDGs.

This study reveals that executing the UN SDGs in the hotel industry eventually boosts CE and Env CSR, further enhancing online customer value cocreation (O-CVCC) resulting in C-RPI. Both CE and Env CSR gain a complimentary/partial mediation by O-CVCC on C-RPI is also reported. Moreover, sensation seeking moderates the relationship between CE and O-CVCC. Yet, customer commitment does not moderate the relationship between O-CVCC and C-RPI.

This study highlights that C-RPI (i.e. SDG 11) enhances when Env CSR is taken care of (i.e. SDG 13), customers are empowered (i.e. SDG 5 and SDG 17) and cocreated online (i.e. SDG 9). To the best of the authors’ knowledge, this study is one of the first studies to empirically test the approaches in the hotel industry contributing to SDG 5, 9, 11, 13 and 17.

Los clientes de hoteles son conscientes de las condiciones ambientales deteriorantes y demandan inmersión en línea. Los hoteles carecen de un cambio emocionante en el comportamiento del cliente para la intención de repatronaje aumentada (CRPI) especialmente en países en desarrollo. Este estudio aplica la lógica de servicio dominante del cliente (CDSL) para comprender la esfera de vida de los clientes que contribuyen a algunos de los vitales Objetivos de Desarrollo Sostenible (ODS) de las Naciones Unidas (ODS de la ONU). En esencia, CDSL comprende el impacto del empoderamiento del cliente (CE) y la RSE ambiental (Env CSR) en C-RPI con efectos de mediación y moderación en hoteles de cuatro y cinco estrellas de Pakistán.

Se utilizó un enfoque deductivo en el que se llevó a cabo una encuesta en línea a 400 clientes de hoteles utilizando técnicas de muestreo intencional y de bola de nieve para comprender la práctica de RPI y los ODS de la ONU.

Este estudio revela que la ejecución de los ODS de la ONU en la industria hotelera finalmente impulsa CE y Env CSR, y mejora aún más O-CVCC resultando en C-RPI. También se informa que tanto CE como Env CSR obtienen una mediación complementaria/parcial por la co-creación de valor del cliente en línea (O-CVCC) en C-RPI. Además, la búsqueda de sensaciones (SS) modera entre CE y O-CVCC. Sin embargo, el compromiso del cliente (CC) no modera entre O-CVCC y C-RPI.

Este estudio destaca que C-RPI (es decir, ODS 11) mejora cuando se cuida Env CSR (es decir, ODS 13), los clientes están empoderados (es decir, ODS 5 y ODS 17) y co-creados en línea (es decir, ODS 9). Este estudio es uno de los primeros estudios en probar empíricamente los enfoques en la industria hotelera que contribuyen a los ODS 5, 9, 11, 13 y 17.

酒店客户对环境恶化的意识日益增强, 并呼吁进行在线沉浸体验。在发展中国家, 尤其需要酒店采取激动人心的客户行为转变措施,以增强客户再次光顾意向（CRPI）。本研究旨在运用客户主导服务逻辑（CDSL）理解客户的生活领域, 同时为联合国关键的可持续发展目标（UN SDGs）做出贡献。在这一框架下, 研究将探讨客户赋权（CE）和环境 CSR（Env CSR）对巴基斯坦四星级和五星级酒店中 CRP I的调节和中介作用。

本研究采用演绎方法, 结合目的性和雪球抽样技术, 对400名酒店客户进行了在线调查, 以深入了解 RPI 以及UN SDGs 的实践情况。

该研究表明, 在酒店业执行 UN SDGs 最终促进了CE 和 Env CSR, 并进一步增强了O-CVCC, 从而导致了C-RPI的提升。同时, CE和Env CSR在 C-RPI 上通过在线客户价值共创（O-CVCC）获得了互补/部分中介。此外, 感知寻求（SS）在CE和O-CVCC之间起到了调节作用。然而, 客户承诺（CC）在O-CVCC和C-RPI之间没有调节作用。

该研究表明, 在酒店业执行 UN SDGs 最终促进了CE 和 Env CSR, 进而进一步增强了O-CVCC, 从而导致 C-RPI的提升。同时, CE 和Env-CSR 在客户再次光顾意向上通过在线客户价值共创 (O-CVCC) 获得了互补或部分中介作用。此外, 感知寻求 (SS) 在CE和 O-CVCC 之间起到了调节作用。然而, 客户承诺(CC)在O-CVCC和C-RPI之间没有发现调节作用。

该研究强调了在 EnvCSR 受到关注时（即SDG 13）, 客户被赋权时（即 SDG 5和SDG 17）, 以及在线共同创造时（即 SDG 9）会增强客户再次光顾意向（即 SDG 11）。这项研究是第一批在实践中测试了酒店业对 SDG 5、9、11、13 和17做出贡献的方法之一。

Climate change requires the reduction of direct and indirect greenhouse gas (GHG) emissions, a task that seems to clash with increasing supply chain complexity. This study aims to analyse the upstream supply chain complexity dimensions suggesting the importance of understanding the information processing that these may entail. Reducing equivocality can be an issue in some dimensions, requiring the introduction of written guidelines to moderate the effects of supply chain complexity dimensions on GHG emissions at the firm and supply chain level.

A three-year panel data was built with information obtained from Bloomberg, Trucost and Compustat. Hypotheses were tested using random effect regressions with robust standard errors on a sample of 394 SP500 companies, addressing endogeneity through the control function approach.

Horizontal complexity reduces GHG emissions at the firm level, whereas vertical and spatial complexity dimensions increase GHG emissions at the firm and supply chain level. Although the introduction of written guidelines neutralises the negative effects of vertical complexity on firm and supply chain GHG emissions, it is not sufficient in the presence of spatial complexity.

This paper offers novel insights by suggesting that managers need to reconcile the potential trade-off effects on GHG emissions that horizontally complex supply chain structures can present. Their priority in vertically and spatially complex supply chain structures should be to reduce equivocality.