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Article
Publication date: 1 December 1996

Pao‐Long Chang and Pao‐Nuan Hsieh

Explains that public libraries with well‐established library systems have flourished in Taiwan during the past four decades owing to economic prosperity. Points out that…

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1373

Abstract

Explains that public libraries with well‐established library systems have flourished in Taiwan during the past four decades owing to economic prosperity. Points out that despite this, less than one‐tenth of the population in the community served by these libraries have registered as library users. Suggests that this relatively low level of use by customers may be due to a lack of awareness of the services that the public library has to offer. Proposes an effective approach to designing marketing strategies to incorporate marketing channels, corresponding communications messages and service quality dimensions, in order to promote the use of library services, and thus change the use pattern of current customers. Uses involvement segmentation and a hierarchy‐of‐effects paradigm.

Details

Library Review, vol. 45 no. 8
Type: Research Article
ISSN: 0024-2535

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Book part
Publication date: 3 July 2018

Anna Shaojie Cui and Fang Wu

The purpose of this research is to review empirical research on customer involvement in innovation and identify future research directions that can better connect this…

Abstract

Purpose

The purpose of this research is to review empirical research on customer involvement in innovation and identify future research directions that can better connect this research with marketing strategy literatures and offer opportunities for further theoretical development.

Methodology/approach

We conduct a review of empirical articles published in eight leading marketing and innovation journals between 2001 and 2017.

Findings

The review shows that the literature on customer involvement in innovation is highly diverse and fragmented, lacking a common understanding of what constitutes customer involvement in innovation and its theoretical underpinnings. There exists a multitude of conceptualizations of customer involvement in innovation, which limits effective accumulation of domain knowledge. A large number of studies have taken the customer’s perspective to examine their motivation to participate and ability to contribute, whereas less research has been done from the firm’s perspective to understand how firms may effectively manage the well-recognized challenges of customer involvement as well as the implications of customer involvement for long-term innovation strategy and overall performance. Based on the review, we offer recommendations for future research.

Practical implications

We identify important questions for future research that are highly relevant for the practice of customer involvement in innovation.

Originality/value

We provide a systematic review of the rapidly growing empirical research on customer involvement in innovation. We evaluate key points of differences in the literature and offer a synthesis that helps identify opportunities for future research.

Details

Innovation and Strategy
Type: Book
ISBN: 978-1-78754-828-2

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Article
Publication date: 28 August 2020

Millissa Fung Yi Cheung and Wai Ming To

This study aims to use the framework of customer dominant logic to explore the mediating role of service co-creation on the relationships between customer involvement and…

Abstract

Purpose

This study aims to use the framework of customer dominant logic to explore the mediating role of service co-creation on the relationships between customer involvement and perceived service performance and between customer involvement and word-of-mouth (WOM). It also investigates the moderating role of customer relational-motivational orientation on the relationship between customer involvement and service co-creation.

Design/methodology/approach

A questionnaire survey was conducted to collect responses from 289 Hong Kong's customers in different service settings. Structural equation modeling was used to test the proposed research model.

Findings

The results of structural equation modeling showed that the freedom of co-creation and the degree of collaboration fully mediated the effect of customer involvement on perceived service performance and WOM. Additionally, relational-motivational orientation moderated the relationships between customer involvement and the freedom of co-creation and between customer involvement and the degree of collaboration.

Practical implications

This research provides implications to managers on how to facilitate an environment that stimulates customer co-creation. Customer-contact employees must be trained with the necessary interpersonal skills to serve customers with different levels of relational-motivational orientation.

Originality/value

The study is one of the first to identify customer involvement as a key antecedent of service co-creation attributes and the moderating role of relational-motivational orientation on the relationships between customer involvement and service co-creation attributes.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 4
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 26 May 2020

Ernest Emeka Izogo, Mathias Egede Elom and Mercy Mpinganjira

Although scholars highlighted the need to close the interactive marketing gap and enhanced understanding of willingness to pay more in settings where customer

Abstract

Purpose

Although scholars highlighted the need to close the interactive marketing gap and enhanced understanding of willingness to pay more in settings where customer participation in the service delivery process is paramount, research addressing this issue is scare. This study investigates the effect of perceived employee commitment to service delivery and customer involvement on customer value and willingness to pay more. The study also examines the extent to which customer value mediates the effect of employee commitment and customer involvement on willingness to pay more for banking services.

Design/methodology/approach

The analysis was based on a sample of 211 Nigerian bank customers procured through a mall-intercept survey technique. The partial least squares structural equation modelling procedure and the Preacher–Hayes Bootstrapping technique aided hypotheses testing.

Findings

This study demonstrates that elements of employee commitment to service delivery and customer involvement have significant positive effect on the components of customer value. It also shows that customer value components have significant effect on customers' willingness to pay more. Additionally, the study shows that components of customer value mediate the effect of employee commitment to service delivery and customer involvement on willingness to pay more.

Research limitations/implications

The study contributes to closing gaps in interactive marketing literature by uncovering how willingness to pay more for services is influenced by customer perceptions of employee commitment (affective and calculative) service delivery, customer involvement and customer value (hedonic and utilitarian).

Practical implications

It is important for managers to put in place measures that will help them know the kind of commitment cues their employees are emitting to customers as well as levels of customer involvement during service encounters.

Originality/value

This study breaks new ground in three unique ways. First, the study represents the first attempt to examine the combined effect of employee commitment to service delivery and customer involvement on consumer value perceptions. Second, the study also demonstrates that hedonic value has a more pronounced effect on willingness to pay more for banking services than utilitarian value. Finally, the study shows the extent to which customer value (hedonic vs utilitarian) mediates the effect of employee commitment to service delivery and customer involvement on willingness to pay more.

Details

International Journal of Emerging Markets, vol. 16 no. 6
Type: Research Article
ISSN: 1746-8809

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Article
Publication date: 17 June 2013

Johra Kayeser Fatima and Mohammed Abdur Razzaque

The study investigates different roles (antecedent, mediator and moderator roles) of customer involvement in rapport and satisfaction. It is also designed to reveal the…

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3927

Abstract

Purpose

The study investigates different roles (antecedent, mediator and moderator roles) of customer involvement in rapport and satisfaction. It is also designed to reveal the comparative impact of three types of relational benefits (confidential, social and special treatment benefits) on customer involvement.

Design/methodology/approach

Structural equation modeling (using Amos) is used for analyzing the data, collected from a survey of 212 sample respondents of the private commercial banking sector.

Findings

Results suggest that customer involvement does have antecedent and mediated influence on rapport-satisfaction link while the moderation impact of customer involvement is not supported. In contrast, social treatment benefit is found as the most important relational benefit for developing customer involvement in Bangladesh followed by confidence and special treatment benefit.

Research limitations/implications

Findings will assist bank management to set effective future strategies and to manage successful relationships with customers in order to motivate customer satisfaction with the bank. But the study may suffer from lack of generalization and poor sample representation as it focuses on a single country (Bangladesh) and a single industry (banking sector).

Originality/value

The paper for the first time attempts to reveal antecedent, mediator and moderator role of customer involvement in rapport and satisfaction. It also identifies the level of importance among three relational benefits for Bangladeshi bank customers.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 25 no. 3
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 13 October 2017

Soon-Ho Kim and Seonjeong (Ally) Lee

The purpose of this study is to investigate how service brand loyalty can be enhanced through customer involvement, based on involvement theory and symbolic interaction…

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4459

Abstract

Purpose

The purpose of this study is to investigate how service brand loyalty can be enhanced through customer involvement, based on involvement theory and symbolic interaction theory as theoretical backgrounds.

Design/Methodology/approach

This study investigated how service brand loyalty can be enhanced through customer involvement, based on involvement theory and symbolic interaction theory as theoretical backgrounds.

Findings

Results identified customer–brand identification and service value influenced both service brand involvement and service brand-decision involvement. However, self-congruity only influenced customers’ service brand-decision involvement. Results also confirmed that customer involvement positively influenced service brand satisfaction and service brand loyalty.

Research limitations/implications

This study contributed to involvement and brand loyalty research, investigating the role of customer involvement on service brand loyalty.

Practical implications

Results suggested what factors could enhance brand loyalty to gain competitive advantages.

Originality/value

This study proposed and empirically investigated ways to enhance brand loyalty in the context of the coffee shop industry.

Details

Journal of Services Marketing, vol. 31 no. 7
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 9 July 2018

Thomas Anning-Dorson, Robert Ebo Hinson, Mohammed Amidu and Michael Boadi Nyamekye

Because of the paucity of empirical research on firm-level capabilities of firms for effective customer involvement, the purpose of this study is to evaluate service…

Abstract

Purpose

Because of the paucity of empirical research on firm-level capabilities of firms for effective customer involvement, the purpose of this study is to evaluate service firms’ capacity to coopt customers to enhance the innovativeness and firm performance relationship. This study conceptualizes involvement capabilities of service firms as a strategic driver that exploits their internal firm assets, which in turn facilitates the positive relationship between innovativeness and firm performance.

Design/methodology/approach

Data were collected from 344 managers of service firms across different sub-sectors in an emerging economy. The study first confirmed the constructs through confirmatory factor analysis before analyzing hypothesized relationships. Regression models were specified with robust standard errors to test the hypothesized relationships.

Findings

The study found that involvement capability of service firms helps them to exploit their relational assets and create and manage strong customer participation. Additionally, it was found that involvement capabilities enable service firms to capitalize on the competencies of customers, which in turn improves the outcomes of their innovativeness. The results showed that the interaction between involvement capability and innovativeness enhances firm performance significantly.

Practical implications

Service firms can enhance customer participation in the value creation process by increasing their involvement capabilities. The increase in such capabilities will enhance the innovativeness of service firms, thereby improving their financial and non-financial performance.

Originality/value

This study offers guidance on how a firm’s innovativeness and customer involvement work together within the service operation to enhance firm performance.

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Article
Publication date: 23 August 2013

Taiwen Feng, Tongzheng Li, Linyan Sun and Dan Wang

The purpose of this paper is to propose a business model related to NPD for improving performance by testing the relationship between external involvement and operational…

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1366

Abstract

Purpose

The purpose of this paper is to propose a business model related to NPD for improving performance by testing the relationship between external involvement and operational performance, as well as the mediating role of internal integration.

Design/methodology/approach

To test the research hypotheses about the relationships above, survey data were collected from 176 Chinese manufacturing companies. Structural equation modeling was used to examine the hypotheses.

Findings

The results indicate that both customer and supplier involvement have significant effects on internal integration. Internal integration has a significant effect on operational performance. In addition, internal integration partially mediates the relationship between customer and supplier involvement and operational performance.

Research limitations/implications

First, the relative effectiveness of external involvement may be contingent on various factors (e.g. involvement timing and innovation strategy). Second, the authors did not identify the different effects of external involvement practices on different dimensions of operational performance. Finally, the hypothesized relationships may be different across different firm sizes, ownership types, industries or regions.

Practical implications

Customer and supplier involvement are both important for improving organizational performance, which provides guidelines for managers to innovate business model in the product development process. Moreover, this study suggests that firms will not be able to capitalize on the capability of their customers or suppliers unless they are able to build high level of internal integration.

Originality/value

This study provides support for both organizational learning theory and information processing theory. This study also contributes to external involvement literature by examining both the direct and indirect effects of external involvement on operational performance.

Details

Chinese Management Studies, vol. 7 no. 3
Type: Research Article
ISSN: 1750-614X

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Article
Publication date: 11 January 2016

Ying-Hueih Chen, Jyh-Jeng Wu and Shu-Hua Chien

The purpose of this paper is to incorporate social exchange theory to elaborate on the antecedents that underlie consumers’ trust of innovative financial product…

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1614

Abstract

Purpose

The purpose of this paper is to incorporate social exchange theory to elaborate on the antecedents that underlie consumers’ trust of innovative financial product providers. In particular, this study investigates the mediating role of positive moods in stimulating customer trust.

Design/methodology/approach

The research model was tested using data collected from 440 elite customers from top-ten financial holding companies in Taiwan. Structure equation modeling was employed to verify and validate the research model.

Findings

The findings suggest that initial trust and customer involvement significantly and positively impact customer moods. In addition, customer initial trust, involvement, and positive moods significantly influence customers’ trusting belief of service providers.

Research limitations/implications

This study focussed on the financial services industry only. While this industry represents an ideal new product development context, future research is needed to test the theory in different industries.

Practical implications

The research findings advance the understanding of how to successfully build customer trust for innovative products.

Originality/value

Current research unfolds the impact of customer involvement on trust development and supplements existing trust study findings by examining the mediating effect of positive mood on trust development through quantitative research. The research findings increase the understanding of how customers develop trust with service provider.

Details

Journal of Service Theory and Practice, vol. 26 no. 1
Type: Research Article
ISSN: 2055-6225

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Article
Publication date: 3 May 2016

Siohong Tih, Kok-Kee Wong, Gary S. Lynn and Richard R. Reilly

Rapid prototyping can potentially accelerate the entire process of new product development (NPD), enabling a high level of customer involvement and hence new product…

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1807

Abstract

Purpose

Rapid prototyping can potentially accelerate the entire process of new product development (NPD), enabling a high level of customer involvement and hence new product success (NPS). This study aims to examine the relationship between prototyping and NPS, and the moderating effect of customer involvement, as well as the influence of speed of information dissemination on customer involvement.

Design/methodology/approach

Data were collected using the survey method through structured questionnaires. The key participants were management and team leaders from technology-based companies.

Findings

The results indicate that prototyping positively correlates with NPS, particularly when customer involvement is high. The speed of information dissemination, both from customers and on competitive products, has a positive impact on customer involvement.

Research limitations/implications

The study was limited by the undefined development stage of the prototype when offered for customer feedback. Future studies could focus on how customer involvement at each stage of prototype development affects NPS through a moderating effect.

Practical implications

The study confirms that investing in prototyping equipment for NPD increases the probability of NPS. Information capturing customers’ views and on competitive products in the market should be shared among the NPD teams. This could encourage better sharing of opinions and perceptions with customers about whether new products meet their wishes and expectations.

Originality/value

This study demonstrates that customer involvement moderates the relationship between prototyping and NPS. The degree of customer involvement depended on the speed of response of the customers themselves and on how well competitive product information was disseminated within the NPD team.

Details

Journal of Business & Industrial Marketing, vol. 31 no. 4
Type: Research Article
ISSN: 0885-8624

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