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Article
Publication date: 12 August 2020

Behrooz Ghlichlee and Fatima Bayat

Within the retail banking sector, the customer-centric business model has become an important and new business trend in recent years. The enhancement of the frontline…

Abstract

Purpose

Within the retail banking sector, the customer-centric business model has become an important and new business trend in recent years. The enhancement of the frontline service employees’ engagement and their customer-oriented behaviors are among the key factors affecting business performance (BP) in this sector of the banking industry. The purpose of this paper is to improve management decisions to enhance BP through examining the relationship between the frontline employees’ engagement and BP while taking into account the mediating effect of customer-oriented behaviors on this relationship.

Design/methodology/approach

A quantitative approach was adopted to conduct the present study, and the respondents were sampled from a large commercial bank in Iran using a structured questionnaire. Overall, 50 branch managers and 90 frontline employees were selected using random sampling. A confirmatory factor analysis was conducted to ascertain the validity and reliability of the observed items and a structural equation model was used for testing the proposed hypotheses and research framework.

Findings

The findings showed that customer-oriented behaviors mediated the relationship between the frontline employees’ engagement and bank’s branches’ BP. Higher levels of the frontline employees’ engagement enhance the customer-oriented behaviors. It was revealed that the frontline employees are engaged in their job and organization. Moreover, the engaged frontline employees listen carefully to customers, the customer’s problem is important to them and they complete their tasks precisely for customers. It has been confirmed that customer-oriented behaviors enhance branches’ BP. The bank frontline employees’ engagement and customer-oriented behaviors, in turn, affected the bank’s branches’ financial performance, process performance and employee performance compared with the bank’s key competitors.

Research limitations/implications

This study highlights the value of empirically establishing how employee customer-oriented behaviors are affected by employee engagement as an integrative construct bringing together BP.

Practical implications

This study can help improve BP by increasing the frontline employees’ engagement and their customer-oriented behaviors. This study suggests that organizations using the findings of this study could effectively assess their frontline employees’ engagement and their customer-oriented behaviors and then plan for improving them.

Social implications

This study offers a customer-oriented initiative as a social responsibility to be considered by retail banks. In light of the social exchange theory, the banks valuing customer-oriented can provide employees with knowledge, skills, values and support to develop motivation and abilities to demonstrate customer-oriented organizational citizenship behaviors.

Originality/value

Previous studies demonstrated that the employees’ engagement affects their customer-oriented behaviors. In addition, studies have referred to the effect of employees’ customer-oriented behaviors on BP. However, to the best of the knowledge, key questions regarding how the employees’ engagement at the branch level fosters customer-oriented behaviors and, in turn, the bank’s branches’ BP, remain unanswered. Hence, this study contributes to the investigation of the mediating role of the frontline employees’ customer-oriented behaviors in the relationship between their engagement and branches’ BP in the retail banking sector.

Details

Management Research Review, vol. 44 no. 2
Type: Research Article
ISSN: 2040-8269

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Article
Publication date: 8 October 2020

Ding Hooi Ting, Amir Zaib Abbasi and Sohel Ahmed

This study aims at identifying and examining the mediating role of customer engagement behavior and social interactivity onbrand loyalty.

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1680

Abstract

Purpose

This study aims at identifying and examining the mediating role of customer engagement behavior and social interactivity onbrand loyalty.

Design/methodology/approach

A correlational study design was adopted in this study to collect data (online survey) from 400 online participants active on Facebook pages.

Findings

Empirical results reveal that there is a significant and positive impact of social interactivity on consumer engagement behavior and brand loyalty.

Research limitations/implications

The findings would help decision makers to make useful decisions in their everyday work practices, which would ultimately increase the market competition of brands.

Practical implications

Decision makers should focus on the entertainment and interactivity levels in advertisement designs that would allow customers to perceive the novelty of advertising.

Social implications

The results are critical in developing consumers' attitude and perception toward a brand by providing them insights regarding the characteristics of brands.

Originality/value

The participation and social interactivity of consumers on the Facebook page drive consumer engagement behavior and brand loyalty.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 5
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 24 November 2017

Taeshik Gong

This study aims to investigate the moderating role of cultural value orientations on the relationship between brand ownership and customer brand engagement behavior

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4171

Abstract

Purpose

This study aims to investigate the moderating role of cultural value orientations on the relationship between brand ownership and customer brand engagement behavior through brand responsibility and self-enhancement.

Design/methodology/approach

Respondents came from firm-managed online smartphone brand communities in South Korea and the USA. Convenience sampling yielded 197 valid responses, with 98 coming from South Korea and 99 coming from the USA.

Findings

The study results provide empirical evidence that cultural value orientations influence customer brand engagement behavior. As expected, the findings indicate that individualism-collectivism and power distance significantly moderate the indirect effect of brand responsibility and self-enhancement on the relationship between brand ownership and customer brand engagement behavior.

Originality/value

Prior research has focused mainly on customer engagement behaviors that target the firm, employees and other customers, with little research examining customer engagement behavior that targeted the brand (customer brand engagement behavior). This exploration is important because customers could serve as brand missionaries, become less apt to switch brands and provide feedback, leading to a sustainable competitive advantage.

Details

Journal of Services Marketing, vol. 32 no. 3
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 19 December 2019

Diem Khac Xuan Do, Kaleel Rahman and Linda J. Robinson

Understanding negative customer engagement is important as it is argued that negative information has a stronger impact on a customer’s brand perception and purchase…

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2000

Abstract

Purpose

Understanding negative customer engagement is important as it is argued that negative information has a stronger impact on a customer’s brand perception and purchase decision than that of positive information. Hence, this paper aims to propose new determinants of negatively valenced customer engagement, including disengaged and negatively engaged behaviours in a service consumption context and explore under what conditions customers display disengaged or negatively engaged behaviours.

Design/methodology/approach

This study incorporates justice theory, expectancy disconfirmation theory and psychology literature to propose determinants of negative customer engagement behaviours.

Findings

A conceptual framework is developed that proposes customer perceived justice and negative disconfirmation as determinants of negative customer engagement via the mediator of customer outrage. Moderating variables, include self-esteem, self-efficacy, altruism and vengeance; are also proposed to affect disengaged/negatively engaged behaviours.

Originality/value

This study is the first to specify the underlying reasons of negative customer engagement by establishing the conceptual linkages between negative disconfirmation, justice and negative customer engagement via the mediating role of customer outrage. Further, customer resources are used to understand disengaged/negatively engaged behaviours. In doing so, this study views negative customer engagement from the perspective of a customer’s internal response to the trigger experience, rather than the experience itself. Thus, this study contributes to literature on customer engagement by developing a conceptual framework that illustrates the underlying cognitive and affective responses that drive negative customer engagement behaviours.

Details

Journal of Services Marketing, vol. 34 no. 2
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 14 November 2016

Corina Braun, Verena Batt, Manfred Bruhn and Karsten Hadwich

Relationship marketing scholars and managers have recognized the potential of customer engagement to enhance business performance and customer value. Therefore, the…

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2426

Abstract

Purpose

Relationship marketing scholars and managers have recognized the potential of customer engagement to enhance business performance and customer value. Therefore, the purpose of this paper is to examine the effects that different types of customer engagement behaviors have on their perceived benefits.

Design/methodology/approach

The authors conducted two empirical studies. In the first step, 69 in-depth interviews were held to identify important customer engagement behaviors and targeted benefits. Then, in the second step, a quantitative study with 255 participants was used to match the identified customer engagement behaviors with the targeted benefits.

Findings

The results reveal that there are three aggregated types of customer engagement behaviors (“value creation-focused customer engagement”, “online-focused customer engagement” and “customer-to-customer interaction-focused customer engagement”). These types of customer engagement behaviors lead to different targeted benefits (social, relationship, autonomous, economic, altruistic and self-fulfillment benefits).

Research limitations/implications

A consideration of the influencing factors of the different customer-engagement-behavior types, including customers’ motives for their engagement with a company, would potentially enhance the findings. Furthermore, a closer investigation of the relationship between socio-demographic characteristics and customer engagement types can also provide deeper insights into the reasons for engaging with a certain firm or brand.

Practical implications

The findings provide managers with information on how to segment customers according to their customer engagement type and associated benefits and thereby enable them to manage customer engagement behaviors more profitably.

Originality/value

The results make a key contribution to the emerging research field of customer engagement by gaining deeper insights into the benefits associated with different customer engagement behaviors. It becomes clear that different customer engagement types aim at receiving various benefits.

Details

Journal of Consumer Marketing, vol. 33 no. 7
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 24 May 2018

Julia A. Fehrer, Herbert Woratschek, Claas Christian Germelmann and Roderick J. Brodie

The purpose of this paper is to extend existing engagement research in two directions: first, it operationalizes the dynamic nature of the engagement process within a…

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2409

Abstract

Purpose

The purpose of this paper is to extend existing engagement research in two directions: first, it operationalizes the dynamic nature of the engagement process within a customer-brand dyad and, second, it tests the interrelationships with other network actors in a triadic network setting.

Design/methodology/approach

A 2×2 experimental design models the iterative nature of the engagement process based on repeated measures at three points in time, considering the contextual effects of connections with other customers and crowding-in effects based on monetary incentives.

Findings

This research demonstrates that in a utilitarian service setting, customer engagement does not emerge per se in the dyadic interaction between the customer and the brand. For high levels of engagement behavior to occur, incentives and ties to other network actors are essential. Further, the findings suggest a non-linear relationship between engagement behavior and its antecedents and consequences: engagement behavior must overcome a certain intensity threshold to unfold its effect.

Research limitations/implications

Further research is needed to explore the dynamic nature of the engagement process in experiential and interactive service settings, and more complex network settings that may involve more actors and more complex relationships.

Practical implications

By facilitating connections between customers and compensating for low intrinsic interest, managers can facilitate actual engagement behavior even in utilitarian service contexts. Once engagement behavior has been triggered, an increased engagement disposition, higher satisfaction, higher involvement and higher loyalty follow.

Originality/value

This study empirically tests the dynamic nature of the engagement process within and beyond the dyad, and has revealed a non-linear pattern of customer engagement behavior within its nomological network.

Details

Journal of Service Management, vol. 29 no. 3
Type: Research Article
ISSN: 1757-5818

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Article
Publication date: 13 February 2019

Miguel Angel Moliner-Tena, Diego Monferrer-Tirado and Marta Estrada-Guillén

The purpose of this paper is to highlight the central role of bank customersengagement as a mediating variable between customer experience and two non-transactional…

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1783

Abstract

Purpose

The purpose of this paper is to highlight the central role of bank customersengagement as a mediating variable between customer experience and two non-transactional customer behaviors (advocacy and attitudinal loyalty).

Design/methodology/approach

To test the hypothesis, a model was designed with two antecedents of bank customer engagement (satisfaction and customer emotions), and two non-transactional behaviors (attitudinal loyalty and customer advocacy). The model was tested on a sample of 1,790 customers of two Spanish banks.

Findings

Results confirm bank customer engagement as the mediating variable between customer experience outcomes and non-transactional behaviors.

Practical implications

Banks should design physical spaces with an atmosphere that will have a positive impact on their customers, and pay particular attention to interactions with contact personnel and other customers present at that moment of truth. The new concept of the branch now being introduced looks to the future, transforming it into a place to attend to and advise customers, and designed to encourage and facilitate a more personal and enduring relationship. This transformation includes longer opening hours and a concept that appears to draw from the store model. Its design is more accessible, more agile, more welcoming and more digital, conceived to attract the customer’s attention from the first moment.

Originality/value

The contribution of this research is related to the analysis from a theoretical and empirical perspective of the mediating impact of customer engagement between customer experience outcomes (satisfaction and emotions during the service) and non-transactional behaviors (advocacy and attitudinal loyalty).

Details

International Journal of Bank Marketing, vol. 37 no. 3
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 3 August 2012

Johanna Gummerus, Veronica Liljander, Emil Weman and Minna Pihlström

Customer engagement is a concept that has emerged recently to capture customers' total set of behavioral activities toward a firm. The purpose of this paper is to study…

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33302

Abstract

Purpose

Customer engagement is a concept that has emerged recently to capture customers' total set of behavioral activities toward a firm. The purpose of this paper is to study the effect of customer engagement behaviors on perceived relationship benefits and relationship outcomes.

Design/methodology/approach

An online survey of members of a gaming Facebook brand community, resulting in 276 usable responses from gaming customers.

Findings

Customer engagement was divided into “Community Engagement Behaviors” (CEB) and “Transactional Engagement Behaviors” (TEB). In addition, three relationship benefits were identified: social benefits, entertainment benefits and economic benefits. The engagement behaviors largely influenced the benefits received. Furthermore, the mediation analysis results show that the influence of CEB on satisfaction is partially mediated by social benefits and entertainment benefits, while the effect of TEB on satisfaction is fully mediated through the same benefits. The effect of CEB on loyalty is mediated through entertainment benefits.

Research limitations/implications

The findings are limited to one brand community. The findings have implications for further research on customer engagement.

Practical implications

The paper's findings give ideas about how firms can utilize Facebook communities to enhance satisfaction and loyalty by offering the right kinds of relationship benefits. Managers are encouraged to study customer engagement behaviors on, and perceptions of, all channels and to utilize this information for the development of their social media strategies.

Originality/value

Customer engagement is a newly introduced concept on which scarce empirical research exists, and there is very little evidence of its effect on customer relationships. This is the first paper to study customer engagement empirically on a Facebook brand community, and to relate customer engagement to relationship constructs.

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Article
Publication date: 8 August 2018

Vittoria Marino and Letizia Lo Presti

In recent years, marketers have adopted new technologies to engage customers and better meet customer needs throughout the customer journey. The purpose of this paper is…

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2937

Abstract

Purpose

In recent years, marketers have adopted new technologies to engage customers and better meet customer needs throughout the customer journey. The purpose of this paper is to investigate the impact of consumer engagement on satisfaction and behavior-based CRM performance generated by mobile instant messaging (MIM) services. The objective is to verify which aspects of consumer engagement generate satisfaction and optimize customer relationship management.

Design/methodology/approach

Data were made available for analysis from an online survey on customers who had been contacted or had contacted an organization by means of MIM. Based on literature analysis, relations between customer engagement dimensions, satisfaction and behavior-based CRM performance were studied by using structural equation modeling.

Findings

The cognitive engagement dimension and the emotional engagement dimension affect the level of satisfaction, but only the emotional engagement dimension has an effect on the behavior-based CRM performance, while social engagement does not affect satisfaction and CRM performance. Moreover, this study confirms the relationship between customer satisfaction and customer behavior-based relationship performance.

Practical implications

MIM used as support to the relationship with customers contributes to generating customer satisfaction and increases the value of service performance revealing it an excellent marketing tool in support of the customer journey.

Originality/value

This research extends our understanding of customer engagement in the ambit of the instant messaging application used for business that so far has not been investigated. This work shows how instant messaging can be a valid instrument for customer relationship management in optimizing the benefits deriving from the adoption of disruptive innovations.

Details

Journal of Service Theory and Practice, vol. 28 no. 5
Type: Research Article
ISSN: 2055-6225

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Article
Publication date: 25 November 2019

Maxi Bergel, Phillip Frank and Christian Brock

This study aims to investigate the influence of customer satisfaction on four facets of customer engagement: customer influencer behavior, knowledge behavior, referral…

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1486

Abstract

Purpose

This study aims to investigate the influence of customer satisfaction on four facets of customer engagement: customer influencer behavior, knowledge behavior, referral behavior and purchase behavior. Furthermore, its (in)direct influence on affective attitude, price perception and loyalty is investigated.

Design/methodology/approach

Two studies were conducted. First, an experimental scenario design was set up to investigate the hypothesized relations between customer engagement; customers’ affective attitude and their loyalty; and their price perceptions. Second, a survey at a national forest park center helped to secure external validity.

Findings

The results indicate that engaged customers develop a more positive affective attitude, which leads to increased future loyalty and positive price perceptions. In addition, the results suggest that assessing cognitive approaches exclusively is not sufficient for understanding customers’ price perceptions.

Research limitations/implications

Future research should investigate antecedents of customer engagement behaviors (CEBs) other than satisfaction, and extend this research by taking into account further mediators that might be cognitive rather than affective.

Practical implications

The results are of superior importance for services or tourism destinations. Fostering CEB can help in improving a destinations’ performance.

Originality/value

This research expands the current state of literature by investigating several dimensions of CEB at one time, as well as by examining customers’ affective attitude toward the organization as a potential mediator, extending previous research approaches.

Details

Journal of Services Marketing, vol. 33 no. 7
Type: Research Article
ISSN: 0887-6045

Keywords

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