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The purpose of this paper is to determine the effectiveness of strategic corporate social responsibility (CSR) initiatives that seek to enhance customer engagement, through different forms of positive word of mouth.

A total of 258 responses were collected from customers of mobile telephone service providers, and analysed using t-tests, ANOVA and structural equation modelling. The survey embedded a realistic press release, purporting to originate from the respondent’s service provider, communicating CSR information.

Mobile telephone users are largely indifferent to CSR communication activities but segments of the market respond differently. Customer-perceived community value of the strategic CSR initiative to the intended beneficiary of the activity was found to be an effective antecedent of customer engagement.

Alternative modes of customer engagement have the potential to enhance customer discourse. Customer-perceived community value of the strategic initiative provides further explanatory power to the CSR–customer relationship.

Customer-perceived community value can be used as a planning tool for marketers to gauge the effectiveness of CSR advertising campaigns before launch. Managers can adapt their CSR communications message to better reflect customer concerns.

NGOs that offer greater perceived community value can partner with companies more successfully.

A holistic CSR-centric approach to evaluate strategic CSR initiatives and determine their influence on alternative forms of customer engagement is novel.

The domain of digital service not only includes digital service products made available for purchase but also the provision of digital customer service, such as customers seeking support on brands' social media channels. This type of digital customer service introduces new challenges not found in offline service recovery situations. This research highlights one such occurrence by investigating customer-to-customer (C2C) interactions during digital service recovery. In particular, dysfunctional dialog, such as online incivility (e.g. rude and insulting comments), directed at a complainant by a fellow customer is investigated.

Survey data from an online panel are utilized to test the hypothesized relationships between dysfunctional customer behavior (i.e. online incivility), C2C interactional justice, customer perceived service climate and three forms of experiential value using partial least squares structural equation modeling (PLS-SEM).

The results show that customer perceptions of the firm's service climate are negatively affected by online incivility but only when such incivility produces C2C injustice. This outcome is notable due to the strong relationship found between customer perceived service climate and the following three forms of online experiential value: sociability, hedonic and pragmatic value. Thus, a weakened service climate subsequently leads to weakened experiential value for complainants.

The theoretical implications of two nascent constructs, C2C interactional justice and customer perceived service climate, are further developed with reference to digital customer service situations. In particular, given that prior research has focused on customer perceptions of service climate in core consumption situations of enjoyable face-to-face service experiences, it has only considered optimal or extremely positive service climate assessments in non-digital contexts. This study expands the understanding of the customer perceived service climate construct by examining the implications of a sub-optimal service climate in a digital customer service situation of an unenjoyable service experience. The limitations include a small sample size, the use of hypothetical scenarios and a failure situation limited to a single industry.

Managers who oversee social media channels or online communities must be prepared to act upon C2C online incivility. Deeming such communications as innocent online chatter not worthy of company intervention is a mistake, as the results of this study show that such inaction may lead to negative customer perceptions of the digital service environment and harm the customer experience.

This work develops a greater understanding of the importance of C2C interactional justice and customer perceived service climate in online customer service situations that prior research has yet to establish. In particular, previous studies have not investigated the negative effects of a situation that produces sub-optimal customer perceptions of a service climate.

To test the effect of experience quality on customer perceived value and customer satisfaction and its impact on customer loyalty to the visitors of natural nuanced outdoor cafés in the hilly areas of Joyo Agung, Malang.

This study uses four variables, namely experience quality, customer perceived value, customer satisfaction, and customer loyalty. The population used in this research was all customers or visitors who buy and enjoy the products and services provided by the natural outdoor cafés in Malang. This study used structural equation modeling (SEM) as inferential statistical technique.

1) Quality experience has a significant effect on customer perceived value, customer satisfaction, and customer loyalty; 2) customer perceived value has a significant effect on customer satisfaction and customer loyalty; and 3) customer satisfaction has a significant effect on customer loyalty.

Based on the results of previous research and the phenomenon that has been described previously, the research gaps found in this study are: (1) the relationship between experience quality and customers’ perceived values. (2) There are differences in the relationship between experience quality and customer satisfaction found in the research, which examines the effect of experience quality on customer loyalty. (3) Experience quality and customer loyalty variables still differ in the research concerning the effect of experience quality on customer loyalty. (4) The influence of customer satisfaction and customer loyalty is still different in the research results regarding the effect of customer satisfaction on customer loyalty.

The purpose of this research is to examine the impact of e‐service quality, customer perceived value, and customer satisfaction on customer loyalty in an online shopping environment.

There were two studies performed in this research. Study 1 validated the self‐regulating processes; Study 2 tested the moderating effects of customer perceived value between satisfaction and loyalty. Structural equation modelling techniques and linear hierarchical regression models were used to test the causal model.

The study demonstrated that e‐service quality and customer perceived value influence customer satisfaction, and then influence customer loyalty. In addition this study found that customers with a high perceived value have a stronger relationship between satisfaction and customer loyalty than customers with a low perceived value.

We found that there are emotional and rational routes influencing customer loyalty in the online shopping process. This will contribute to other research that clarifies the influencing process of online shoppers' motivation and behaviour.

In the pre‐purchase stage, online retailers should focus on attracting consumers by the quality of e‐service. In the purchase stage, online retailers should address the emotional factors, such as customer satisfaction. In the post‐purchase stage, rational factors – such as customer perceived value – play important roles because they can strengthen the relationship between satisfaction and loyalty.

This study viewed the purchase process as a different stage as consumers may make a choice at each of the purchase stages. Moreover this study found a way to examine the relationship between customer satisfaction and loyalty by exploring the moderating effects of customer perceived value.

The purpose of this study is to investigate whether two different participation strategies (i.e. deep participation and broad participation) in a supplier’s product development process will result in different levels of customer-perceived value. In addition, this paper examines the moderating effects of customer risk-aversion and technology turbulence on the relationship between customer participation depth/breadth and customer-perceived value.

A theory-based model is developed and tested using data collected from 196 business-to-business firms. A multiple-regression approach was used to test the hypotheses.

Drawing on the transaction cost theory, the results reveal that while deep participation is likely to result in increased customer-perceived value, broad participation may hurt the relationship performance by reducing customer-perceived value. Moreover, the findings suggest that these effects are contingent on at least two contextual factors: how risk-averse the customer is and how turbulent the technological environment is.

This study is among the first to disaggregate the customer participation process into two different strategies, namely, deep participation and broad participation. It also extends the current literature by providing more insights about the dynamics involved in the customer participation process.

Brand communities have been labeled as a social aggregation of brand fans and businesses. Yet, limited research has examined customers’ perceived relationship benefits in brand community on social media. Drawing from social capital theory and relationship benefits research, the purpose of this paper is to discover how online harmonious brand community influence customers’ perceived relationship benefits (i.e. confidence, special treatment, social and honor).

Hypotheses are tested by applying a structural equation modeling and the data are collected from a survey of smartphone community members (n=543) based on Sina Weibo.

The results suggest that harmonious brand communities strengthen customers’ perceived relationship benefits on social media, which are the important factors to form community satisfaction and positive word-of-mouth of community. And community engagement amplifies the influence of harmonious brand communities and has a moderating effect on the role of harmonious community relationships in confidence benefits.

The present study extends prior research on relationship benefits from the perspective of brand community based on social media and reveals the role of harmonious community relationships in developing community satisfaction and positive word-of-mouth.

The purpose of this paper is to analyse the impact of employee job satisfaction and affective commitment as perceived by customers on customer perceived value, more specifically its benefits dimensions.

A total of 652 panellists from a large Canadian polling firm self-administer a web-based questionnaire. To measure customer perceived value, a formative index is used which contributes to topical literature through a unique methodology. Hypotheses are tested using a structural equation model.

An analysis of the direct, indirect and total effects confirms the unique positive impact of employee job satisfaction and affective commitment, as perceived by customers, on the emotional, social, relationship and epistemic benefits, as well as on the formative index of customer perceived value.

Customer perceptions of employee attitudes (job satisfaction and affective commitment) represent a unique opportunity for banks to differentiate their value proposition in a hypercompetitive market.

This study is the first to consider customer perceptions of employee job satisfaction and affective commitment in relation to a formative index of customer perceived value and its related benefits dimensions.

This study aims to examine how perceptions of corporate social responsibility (CSR) activities (i.e. environment, society and stakeholders) enhance perceived value, social media engagement to win customer loyalty in the hotel industry. In addition, it investigates the mediating effects of customer perceived value and social media engagement between CSR activities and customer loyalty.

A self-administered survey was conducted on customers in Malaysia. Based on the data collected from 389 customers, the analysis used the structural equation modelling (SEM) approach. The validity and reliability of the measurements were confirmed before the hypotheses of the study have been tested.

The results revealed that CSR related to the environment has significant direct and indirect impacts on customer loyalty. In addition, the effect of perceived value and social media engagement on customer loyalty has been supported. The results also demonstrated the mediating role of perceived value and social media engagement between CSR activities and customer loyalty.

This study advances the understanding of the impact of CSR activities, perceived value and social media engagement on customer loyalty in the hotel industry. Hoteliers can gain benefits by understanding how specific CSR activities can enhance customer perceived value and social media engagement value, thus leads to customer loyalty.

This study investigates the association between CSR activities, perceived value, social media engagement and customer loyalty, which has been lacking a full investigation in the hospitality literature.

El objetivo de este estudio es examinar cómo las percepciones de las distintas actividades de Responsabilidad Social Corporativa (RSC) (i.e., medio ambiente, sociedad y skateholders) mejoran el valor percibido por los clientes, su compromiso en medios sociales y su lealtad en la industria hotelera. También se investigan los efectos mediadores del valor percibido por el cliente y su compromiso en medios sociales sobre las relaciones entre las actividades de RSC y la lealtad.

Se realizó una encuesta autoadministrada a los clientes en Malasia. Tomando como referencia los datos recogidos de 389 clientes, se utilizó la metodología SEM. La validez y fiabilidad de las escalas de medida fueron confirmadas antes de contrastar las hipótesis del estudio.

Los resultados revelaron que sólo la RSC relacionada con el medio ambiente tiene un impacto, tanto directo como indirecto, sobre la lealtad de los clientes. Además, se han confirmado los efectos del valor percibido y el compromiso en medios sociales sobre la lealtad de los clientes. Los resultados también demostraron el papel mediador del valor percibido y el compromiso en medios sociales sobre la relación entre las actividades de RSC y la lealtad de los clientes.

Este estudio permite comprender mejor el impacto de las actividades de RSC, el valor percibido y el compromiso en medios sociales en la lealtad de los clientes en la industria hotelera. Los hoteleros pueden obtener beneficios al comprender cómo las actividades específicas de RSC pueden mejorar el valor percibido por los clientes y su compromiso en medios sociales y, por lo tanto, aumentar la lealtad de los clientes.

Este trabajo analiza la asociación entre las actividades de RSC, el valor percibido, el compromiso en medios sociales y la lealtad de los clientes, lo cual ha sido escasamente estudiado en la literatura sobre hospitalidad.

RSC, Medios sociales, Valor percibido, Compromiso, Lealtad de clientes, Industria hotelera

Trabajo de investigación

This study examines how customer loyalty among DiDi users in China is affected by two types of online social interaction (transactional and interpersonal) and how the online interaction–customer loyalty relationship is mediated by three kinds of perceived benefits (functional, social-hedonic and safety).

This study empirically examines research hypotheses based on a questionnaire survey of 428 DiDi consumers.

The results reveal that transactional interactions significantly enhance customer loyalty among DiDi users via the partial mediating effects of customers' perceived functional, social-hedonic and safety benefits. By contrast, interpersonal interactions do not directly influence customer loyalty, and only social-hedonic benefits fully mediate the positive influence of interpersonal interactions on loyalty.

This study contributes to the theoretical development of interactive marketing management by examining how two types of online social interactions contribute to customer loyalty on sharing economy platforms by influencing the perception of benefits. It also provides useful managerial insights to help ride-sharing platforms design online social interaction functions that improve customer perceptions and loyalty.

This study aims to evaluate the process of value co-creation within wellness tourism by constructing a structural equation model of customer interactions with the environment, service employees and other customers relating to customer-perceived value and customer engagement.

Questionnaires, including wellness tourists’ customer-environment interaction, customer-service employee interaction, customer-customer interaction, customer-perceived value, customer engagement and demographic background, were developed and distributed at well-known wellness tourism destinations around Guangzhou City, Guangdong Province, China. This study collected 528 valid questionnaires from hot spring resorts, national forest parks, mountain parks and spa wellness facilities located in Guangdong Province, China. Structural equation modeling (SEM) was used to analyze the obtained data.

The results reveal that all three types of interactions, which include the customer-environment interaction (CEI), the customer-service employee interaction (CSI) and the customer-customer interaction (CCI), have positive effects on customer-perceived value (CPV) and that CPV positively affects customer engagement (CE). Based on these findings, recommendations for the management of wellness tourism service enterprises are given.

The causes and effects of CPV in wellness tourism, from the perspective of value co-creation, is a rather unexplored area of study. It contributes not only to knowledge about factors that foster CPV but also to the understanding of connections between CPV and CE.

本研究通过构建顾客与环境、服务员工和其他顾客之间互动对顾客感知价值和顾客契合的结构方程模型, 探究养生旅游中的价值共创过程。

本研究在中国广东省广州市附近知名的养生旅游目的地发放问卷, 问卷内容包括养生旅游者的顾客-环境互动, 顾客-服务员工互动, 顾客-顾客互动, 顾客感知价值, 顾客契合和人口统计学背景。本研究从广东省温泉度假区、国家森林公园、山脉等旅游目的地收集了有效问卷528份, 使用结构方程模型(Structural Equation Modeling, SEM)对所获得的数据进行分析。

本研究数据分析结果显示, 顾客与环境互动、顾客与服务人员互动和顾客与顾客互动三种互动类型均对顾客感知价值有正向影响, 而顾客感知价值正向影响顾客契合。在此基础上, 本文针对养生旅游服务企业提出了管理建议。

本研究从价值共同创造的角度对养生旅游中顾客感知价值的因果关系进行了一项未被探索的研究, 这不仅有助于我们识别并培育影响顾客感知价值的因素, 而且有助于我们理解顾客感知价值与顾客契合之间的联系。

Este estudio evaluó el proceso de la creación conjunta de valor dentro del turismo de bienestar, mediante la construcción de un modelo de ecuación estructural de las interacciones de los clientes con (1) el medio ambiente, (2) los empleados de servicio y (3) otros clientes relacionados con el valor percibido por el cliente y el compromiso del cliente.

Los cuestionarios fueron distribuidos en destinos de turismo de bienestar conocidos cerca de la ciudad de Guangzhou, provincia de Guangdong, China. El contenido del cuestionario incluye: interacción cliente-medio ambiente, interacción cliente-empleado de servicio, interacción cliente-cliente, valor percibido por el clientes, compromiso del clientes y el contexto demográficos. Este estudio recopiló 528 cuestionarios válidos de centros turísticos de aguas termales, parques forestales nacionales, montañas y spas de bienestar localizados en la provincia de Guangdong,China. Se utilizó el modelo de la ecuación estructural (Structural Equation Modeling, SEM) para analizar los datos obtenidos.

Los resultados revelan que los tres tipos de interacciones, que incluyen la interacción cliente-medio ambiente (ICMA), la interacción cliente-empleados de servicio (ICES), y la interacción cliente-cliente (ICC), tienen efectos positivos en el valor percibido por el cliente (VPC), y que el VPC afecta positivamente el compromiso del cliente (CC). Con base en estos resultados, se dan recomendaciones de gestión para las empresas de servicios de turismo de bienestar.

Este es un estudio bastante inexplorado sobre la causa y el efecto del VPC en el turismo de bienestar, desde la perspectiva de la creación conjunta de valor (CCV). Este estudio no solo contribuye al conocimiento sobre los factores que fomentan el VPC, sino también a la comprensión de las conexiones entre el VPC y el CC.