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Article
Publication date: 7 June 2021

Teresa Proenca and Helena Rodrigues

Call center is a large and growing sector worldwide and is facing important human resource management (HRM) and service challenges. The purpose of this study is to analyze the…

Abstract

Purpose

Call center is a large and growing sector worldwide and is facing important human resource management (HRM) and service challenges. The purpose of this study is to analyze the impact of structural empowerment (SE) and psychological empowerment (PE) on customer satisfaction (CS) through employee job satisfaction (JS) at a call center in Portugal.

Design/methodology/approach

Data were collected by means of a survey handed over personally to 267 employees at the call center of a telecommunication company. This was then linked to their respective net promoter score (CS) provided by the call center. Confirmatory factor analysis and structural equation modeling were used as analytical tools.

Findings

SE affects PE, and both have a positive impact on JS. Empowerment impacts CS: SE positively affects CS mediated by PE; and PE affects CS mediated by JS.

Practical implications

This study emphasizes the importance of the use of organizational practices of SE in call centers to achieve two important organizational outcomes: employee JS and CS.

Originality/value

This study tests a process model involving two domains, HRM (employee side) and service delivery (customer side), which are traditionally dealt with separately in the context of call centers. This helps to understand how HRM polices are connected to CS. Although some of these relationships have been studied separately in different contexts, the research offers a strong methodological design by linking employee perceptions of empowerment with data provided by the firm on CS.

Objetivo

O setor dos call centers é grande e está em crescimento em todo o mundo, enfrentando importantes desafios de Gestão de Recursos Humanos (GRH) e de Serviços. O objetivo principal deste estudo é analisar o impacto do empoderamento estrutural (EE) e do empoderamento psicológico (EP) na satisfação do cliente (SC) através da satisfação no trabalho (ST) dos colaboradores de um call center em Portugal.

Desenho/Metodologia

Os dados foram recolhidos por meio de um questionário entregue pessoalmente a 267 funcionários do call center de uma empresa de telecomunicações. Esses dados foram ligados aos dados fornecidos pela empresa em relação à satisfação do cliente para cada colaborador, utilizando o net promoter score. A análise fatorial confirmatória e a modelagem de equações estruturais foram utilizadas como ferramentas analíticas.

Resultados

O EE afeta o EP e ambos têm um impacto positivo na ST. O empoderamento impacta a SC: i) o EE afeta positivamente a SC mediada por o EP; ii) o EP afeta a SC mediado pela ST.

Implicações práticas

Este estudo enfatiza a importância do uso de práticas organizacionais de EE em call centers para atingir dois resultados organizacionais importantes: a ST do funcionário e a SC.

Originalidade/Valor

Este estudo testa um modelo processual envolvendo dois domínios, a gestão de recursos humanos (lado do funcionário) e a entrega de serviços (lado do cliente) no contexto de call centers, que tradicionalmente são tratados separadamente. O estudo ajuda a entender como as políticas de GRH estão conectadas à SC. Embora algumas dessas relações tenham sido estudadas separadamente em diferentes contextos, a pesquisa oferece um forte desenho metodológico ao vincular as perceções dos funcionários sobre o empoderamento com os dados fornecidos pela empresa sobre a satisfação do cliente.

Objetivo

El sector de los centros de llamadas es grande y está creciendo en todo el mundo, y se enfrenta a importantes desafíos de gestión de recursos humanos y servicios. El objetivo principal de este estudio es analizar el impacto del empoderamiento estructural (EE) y el empoderamiento psicológico (EP) en la satisfacción del cliente (SC) a través de la satisfacción laboral (SL) de los empleados de un centro de llamadas en Portugal.

Diseño/Metodología

Los datos fueron recolectados mediante una encuesta entregada personalmente a 267 empleados en el centro de llamadas de una empresa de telecomunicaciones. Estos datos se vincularon a los datos proporcionados por la empresa en relación con la satisfacción del cliente de cada empleado, utilizando el net promotor score. El análisis factorial confirmatoria y el modelado de ecuaciones estructurales se utilizaron como herramientas analíticas.

Resultados

El EE afecta el EP y ambas tienen un impacto positivo en la SL. El empoderamiento impacta el SC: i) EE afecta positivamente el SC mediado por el EP; ii) El EP afecta a la SC mediada por la SL.

Implicaciones practices

Este estudio enfatiza la importancia de utilizar prácticas organizacionales de EE en los centros de llamadas para lograr dos importantes resultados organizacionales: la SL del empleado y la SC.

Originalidad/Valor

Este estudio prueba un modelo de proceso que involucra dos dominios, la gestión de recursos humanos (lado del empleado) y la prestación de servicios (lado del cliente) en el contexto de los centros de llamadas, que tradicionalmente se tratan por separado. El estudio ayuda a comprender cómo las políticas de recursos humanos están conectadas a SC. Aunque algunas de estas relaciones se han estudiado por separado en diferentes contextos, la investigación ofrece un sólido diseño metodológico al vincular las percepciones de empoderamiento de los empleados con los datos proporcionados por la empresa sobre la satisfacción del cliente.

Article
Publication date: 4 August 2021

Miguel Oliveira, Teresa Proença and Marisa R. Ferreira

Rather recently, corporate volunteering (CV) has become a relevant topic of academic research. Nonetheless, there is still uncertainty about several aspects of the relationship…

Abstract

Purpose

Rather recently, corporate volunteering (CV) has become a relevant topic of academic research. Nonetheless, there is still uncertainty about several aspects of the relationship between volunteerism and the corporate realm and research on the relationship between CV and employer attractiveness is scarce. This study aims to attempt to fill this gap by studying the influence that the perceived importance attributed by prospective applicants to the opportunity of engaging in CV programs may have on employer attractiveness while also pondering the existence of an indirect relationship between CV and employer attractiveness mediated by the individual cognition of corporate morality (CM).

Design/methodology/approach

To fulfill the objectives of this research, and test its hypothesized model, the authors opted to use a quantitative methodology via survey by questionnaire of Portuguese students who are close to entering the job-seeking process or are currently involved in it, either passively and actively. Data on 238 Portuguese students was collected mainly through social media channels such as LinkedIn and Facebook and was analyzed with the IBM SPSS Statistics 25 software and the IBM SPSS AMOS extension, using a structural equation model to test the hypotheses and obtain insight into the relationships between the variables.

Findings

A theoretical model was elaborated based on the literature reviewed and was used to validate the existence of a positive direct relationship between CV and employer attractiveness, CV and CM and between CM and employer attractiveness. Finally, it was observed that CV could prompt an indirect effect on the socioethical perception of employer attractiveness, mainly due to the mediating mechanism of the individual cognition of CM.

Research limitations/implications

This study has some limitations that should be acknowledged and considered in future studies, namely, the diversity of the sample, as it was essentially formed by students enrolled in the University of Porto and studying mainly in the areas of social sciences, trade and law. It is also worth noting that a global analysis of the employer attractiveness attributes was not considered, focusing instead on the social and ethical spectrum of employer attractiveness. Nonetheless, it is important to keep in mind that different individuals prioritize distinct attractiveness attributes.

Practical implications

Through the present study, it was understood that CV programs constitute a desired and pertinent tool that should be adopted by firms (employers) to establish a strong position in the job market. These findings are particularly useful for the area of human resources management, which is in charge of finding the most adequate applicants in the job market. Furthermore, for the variable of CM, the authors noticed that there is a theoretical lack of measurement instruments. Consequently, the measure advanced in this study represents an important theoretical and methodologic contribution to the literature.

Social implications

CV is a concept that is yet maturing within the Portuguese business environment. As such, this study delivers useful insights regarding Portuguese applicants’ growing interest around CV, their concerns about the social, ethical and humanitarian attributes of firms and their beliefs regarding the morality of firms’ social policies and actions. Hence, it allowed us to comprehend that by developing a structured CV program, an employer may be able to enhance other essential concepts for Portuguese prospective applicants, respectively, employer attractiveness and CM.

Originality/value

This study corroborates the premise that corporate community involvement activities, namely, CV, hold a positive effect in terms of perceived employer attractiveness. Moreover, it is consistent with the idea that CV programs foment a feeling of intimacy between individuals and firms, consequently creating a perception of morality as part of the firms’ intrinsic traits. Finally, it corroborates and extends for the case of prospective applicants the conclusion that individuals may be relatively more concerned with the motives behind firms’ corporate social responsibility practices than with the content of such practices.

Details

Social Responsibility Journal, vol. 18 no. 7
Type: Research Article
ISSN: 1747-1117

Keywords

Open Access
Article
Publication date: 29 June 2023

Margarida Seara, Teresa Proença and Marisa R. Ferreira

The purpose of this study is to understand the impact that Corporate Social Responsibility (CSR) practices have on the perceived attractiveness of companies in the eyes of their…

1197

Abstract

Purpose

The purpose of this study is to understand the impact that Corporate Social Responsibility (CSR) practices have on the perceived attractiveness of companies in the eyes of their employees and potential candidates. Moreover, this study assesses the mediation role that Extrinsic (EA) and Intrinsic Attributions (IA) about Corporate Volunteering (CV) have on this relationship.

Design/methodology/approach

Three hundred and five responses were collected in an online questionnaire and a Structural Equation Modelling model was designed to explain the proposed relationships of the variables under study.

Findings

The authors found that the IA that employees/candidates make about CV programs have a direct and positive impact on the company’s attractiveness; it was not possible to conclude the same about EA.

Originality/value

Unlike studies already existing in the area of corporate attractiveness that focus on the perspective of companies and customers, with a high focus on the organizational implementation of CSR and organizational benefits, this study has adopted a different perspective that focuses on the opinion of company employees, as well as the perspective of possible candidates. By not limiting participation to anyone, it covers a wide range of participants, allowing a broader knowledge of the labor market.

目的

本研究的目的是理解“公司社会责任实践项目”(CSR)对员工及潜在员工构成的公司吸引力的影响。其次, 本研究评估“公司志愿服务”(CV)外在归因(EA)与内在归因(IA)在此关系上的中介作用。

设计/方法论

线上问卷收集了305份回复, 并设计了一个结构方程模型来解释研究中变量之间的所设想的关系。

发现

我们发现员工或潜在员工对公司志愿服务项目的内在归因对公司吸引力有直接、积极的影响; 外在归因则不可能。

原创性

与之前在公司吸引力领域已经存在的研究不同, 之前的研究专注于公司和顾客的角度, 尤其关注“公司社会责任实践项目”的组织实施和组织效益。本研究采用了一个不同的角度, 聚焦于公司员工以及未来的员工的看法。本研究不限制任何人的参与, 覆盖了大范围的参与者, 因此有助于对劳动力市场更广泛的了解。

Details

European Journal of Management and Business Economics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2444-8451

Keywords

Open Access
Article
Publication date: 28 February 2023

Paula Martins Nunes, Teresa Proença and Mauro Enrique Carozzo-Todaro

No systematic review has previously been dedicated to comprehensively investigate predictors of well-being and ill-being in working contexts. Empirical studies have vastly…

3937

Abstract

Purpose

No systematic review has previously been dedicated to comprehensively investigate predictors of well-being and ill-being in working contexts. Empirical studies have vastly associated well-being as the result of autonomous motivation and basic psychological needs satisfaction, while frustration results in ill-being. The purpose of this study is to integrate the variables identified in empirical studies associated with the occurrence of the phenomena, individual/organizational features and consequences associated with workers' well-being/ill-being.

Design/methodology/approach

This systematic review includes 44 empirical studies published up to February 2021. Findings are summarized based on quantitative analysis of the evidence.

Findings

Results reinforce the role of self-determined motivation and needs satisfaction in promoting well-being, while amotivation and needs frustration led to ill-being. Besides, they indicate that ill-being can both lead to negative consequences and diminish positive work outcomes. Findings also revealed that: integrated motivation does not seem to be empirically distinct from intrinsic and identified motivation in promoting well-being; introjected motivated behaviors may be less harmful to psychological health than externally oriented ones; the relationship between external motivation and well-being/ill-being requires prospective investigations; and amotivation seems to have a detrimental effect in workers' psychological health.

Practical implications

Results provide practical information for HRM practitioners to design work environments and practices that promote employees' psychological health.

Originality/value

An unprecedented framework that aggregates empirical findings regarding the antecedents, predictors and consequences of ill-being/well-being in working contexts is presented.

Details

Personnel Review, vol. 53 no. 2
Type: Research Article
ISSN: 0048-3486

Keywords

Article
Publication date: 2 March 2023

Paula Martins Nunes, Mauro Enrique Carozzo-Todaro and Teresa Proenca

This study aims to adapt and validate the need satisfaction and frustration scale (NSFS) for the Brazilian gig work context and investigate the distinctiveness of the constructs…

Abstract

Purpose

This study aims to adapt and validate the need satisfaction and frustration scale (NSFS) for the Brazilian gig work context and investigate the distinctiveness of the constructs of basic needs satisfaction and frustration among Brazilian gig workers.

Design/methodology/approach

Exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were conducted on a sample of 351 Brazilian gig workers.

Findings

Results from EFA supported a three-factor structure, while results from CFA psychometrically supported a six-factor correlated model. The items that constitute the NSFS presented good discriminant validity (heterotrait-monotrait ratio) and internal consistency (Cronbach’s alpha and McDonald’s omega coefficients). Results regarding criterion validity partially support previous empirical evidence that considers needs satisfaction and frustration independent in relation to well-being and ill-being while reinforcing the need for further investigations. The Brazilian version of the NSFS is shown to be an instrument with robust psychometric qualities to assess workers’ perception of basic needs satisfaction and frustration in Brazilian gig work context.

Originality/value

This study broadens the scope of research on basic psychological needs by introducing a valid and reliable instrument to assess workers’ perceptions of needs satisfaction and frustration in the Brazilian gig work context, a population that has been neglected in self-determination theory research.

Objetivo

O presente estudo teve como objetivos (1) adaptar e validar a Need Satisfaction and Frustration Scale para o contexto brasileiro de gig work e (2) investigar a distinção dos construtos de satisfação e frustração das necessidades básicas entre os trabalhadores gig brasileiros.

Desenho/metodologia/abordagem

A análise fatorial exploratória (AFE) e a análise fatorial confirmatória (AFC) foram realizadas em uma amostra de 351 trabalhadores gig brasileiros.

Resultados

Os resultados da EFA apoiaram uma estrutura de três fatores, enquanto os resultados da AFC apoiaram psicometricamente um modelo correlacionado de seis fatores. Os itens que constituem a NSFS apresentaram boa validade discriminante (razão heterotraço-monotraço) e consistência interna (coeficientes alfa de Cronbach e ômega de McDonald). Os resultados relativos à validade de critério apoiam parcialmente as evidências empíricas anteriores que consideram a satisfação e frustração das necessidades independentes em relação ao bem-estar e mal-estar, reforçando a necessidade de mais investigações. A versão brasileira da Need Satisfaction and Frustration Scale mostra-se um instrumento com qualidades psicométricas robustas para avaliar a percepção dos trabalhadores quanto à satisfação e frustração das necessidades básicas no contexto brasileiro de trabalho gig.

Originalidade/valor

Este estudo amplia o escopo da pesquisa sobre necessidades psicológicas básicas ao introduzir um instrumento válido e confiável para avaliar as percepções de satisfação e frustração das necessidades dos trabalhadores no contexto brasileiro de gig work, uma população que tem sido negligenciada nas pesquisas da teoria da autodeterminação.

Propósito

el presente estudio tuvo como objetivos (1) adaptar y validar la Escala de frustración y satisfacción de necesidades para el contexto del trabajo gig brasileño, y (2) investigar el carácter distintivo de los constructos de satisfacción y frustración de necesidades básicas entre los trabajadores gig brasileños.

Diseño/metodología/enfoque

se realizaron análisis factoriales exploratorios (AFE) y análisis factoriales confirmatorios (CFA) en una muestra de 351 trabajadores gig brasileños.

Hallazgos

los resultados de EFA respaldaron una estructura de tres factores, mientras que los resultados de CFA respaldaron psicométricamente un modelo correlacionado de seis factores. Los ítems que componen la NSFS presentaron buena validez discriminante (relación heterorrasgo-monorrasgo) y consistencia interna (coeficientes alfa de Cronbach y omega de McDonald). Los resultados con respecto a la validez de criterio apoyan parcialmente la evidencia empírica previa que considera la satisfacción y la frustración de necesidades independientes en relación con el bienestar y el malestar, al tiempo que refuerzan la necesidad de más investigaciones. La versión brasileña de la Escala de Satisfacción de Necesidades y Frustración se muestra como un instrumento con sólidas cualidades psicométricas para evaluar la percepción de los trabajadores sobre la satisfacción de las necesidades básicas y la frustración en el contexto del trabajo gig brasileño.

Originalidad/valor

este estudio amplía el alcance de la investigación sobre las necesidades psicológicas básicas al presentar un instrumento válido y confiable para evaluar las percepciones de los trabajadores sobre la satisfacción y la frustración de las necesidades en el contexto del trabajo gig brasileño, una población que ha sido descuidada en la investigación de teoría de la autodeterminación.

Open Access
Article
Publication date: 23 August 2022

Joana Coimbra and Teresa Proença

This study intends to understand if managerial coaching, a sustainable competitive strategy, has an impact on sales performance, through customer and results orientation of the…

2886

Abstract

Purpose

This study intends to understand if managerial coaching, a sustainable competitive strategy, has an impact on sales performance, through customer and results orientation of the salesforce. It also aims to investigate whether pressure for results, one of the predominant demands in organizations today, and the centralisation of decisions, a traditional management demand still present in several organizations, undermine the effect of coaching on performance.

Design/methodology/approach

The 167 responses collected, through the distribution of questionnaires among workers in the commercial area, were analysed through a structural equation model using the partial least square (PLS) technique.

Findings

The results of this study confirm that managerial coaching has a positive impact on sales force performance through customer and results orientation, with customer orientation having a greater impact on performance. It was also found that centralised decision-making and pressure for results do not undermine the relationship between managerial coaching and performance, and they even reinforce the positive impact of results orientation on performance.

Practical implications

Managerial coaching practices can impact sales, especially when associated with customer orientation, freeing employees from the pressure for results and the centralisation demands. This scenario favours a more sustainable and emancipatory sales force management.

Originality/value

This study is the first to integrate organizational demands, namely pressure for results and centralisation, to better understand the effect of managerial coaching on sales performance, through customer and results orientation, thereby extending previous research on this topic.

Details

International Journal of Productivity and Performance Management, vol. 72 no. 10
Type: Research Article
ISSN: 1741-0401

Keywords

Article
Publication date: 19 June 2017

Teresa Proenca, Ana Torres and Ana Sofia Sampaio

The purpose of this paper is to examine the influence of structural empowerment, psychological empowerment and intrinsic motivation on perceived customer satisfaction in contact…

1506

Abstract

Purpose

The purpose of this paper is to examine the influence of structural empowerment, psychological empowerment and intrinsic motivation on perceived customer satisfaction in contact centers.

Design/methodology/approach

A questionnaire was conducted among 703 employees of a contact center. Data analysis was based on structural equation modeling.

Findings

Structural empowerment results in higher levels of perceived customer satisfaction through psychological empowerment and intrinsic motivation. Furthermore, structural empowerment effect on psychological empowerment is mediated by intrinsic motivation.

Practical implications

Previous predictions regarding counterproductive impact of empowerment in a low-service heterogeneity sector, such as contact center are challenged and a transformative message is disclosed in what concerns human resource management (HRM) in contact centers.

Originality/value

The research provides valuable insights for both scholars and practitioners regarding the process through which employees’ psychological empowerment and intrinsic motivation improves customer satisfaction in the context of contact centers.

Details

Management Research: Journal of the Iberoamerican Academy of Management, vol. 15 no. 2
Type: Research Article
ISSN: 1536-5433

Keywords

Article
Publication date: 3 July 2009

Maria Teresa Vieira Campos Proença and Eva Teresa Valente Dias de Oliveira

This study aims to investigate decision‐making processes and to identify factors which influence managers in the selection of job applicants' CVs and how these factors differ from…

5594

Abstract

Purpose

This study aims to investigate decision‐making processes and to identify factors which influence managers in the selection of job applicants' CVs and how these factors differ from the firm's recruitment and selection policy.

Design/methodology/approach

Twenty‐four semi‐structured interviews were conducted among HR managers or similar staff members responsible for recruiting and selection in small, medium, and large‐sized Portuguese firms. The interview comprised two parts: description of the selection policies that they used followed by a CV assessment game to understand decisions regarding the acceptance of a specific candidate.

Findings

Interviewees' narratives are similar, describing a step‐by‐step process based on the firm's explicit policy and the model of a prediction of the job candidates' future performance based on subjective criteria.

Research limitations/implications

Possibly, the results described are related to the research methodology – more specifically the use of a fictional set of CVs where the decisions made do not have any consequences. At the same time, managers are more relaxed when playing the “CV game” and tend to adopt more genuine and usual behaviours.

Practical implications

The paper calls for an integrative practice in CV analysis combining both the structured and rational dimension and the informal dimension (tacit knowledge, emotion and intuition).

Originality/value

The paper stresses the paradoxical behaviour of practitioners. On the one hand, the “good” of rational procedures is part of their rhetoric; on the other hand, the use of emotion and intuition is revealed in their practices.

Details

Employee Relations, vol. 31 no. 4
Type: Research Article
ISSN: 0142-5455

Keywords

Article
Publication date: 6 November 2018

Teresa Fernandes, Marta Morgado and Maria Antónia Rodrigues

Employees’ emotional competencies (EEC) are skills, based on emotional intelligence, used to perceive, understand and regulate customer emotions during a service encounter. In the…

2289

Abstract

Purpose

Employees’ emotional competencies (EEC) are skills, based on emotional intelligence, used to perceive, understand and regulate customer emotions during a service encounter. In the context of service recovery, these skills are especially important and allow employees to influence consumers’ attitude and behaviours. The purpose of this study is to assess the direct and indirect impacts of EEC in post-recovery satisfaction, trust, word-of-mouth and repurchase intention, considering the moderating role of service (level of employee-customer contact) types.

Design/methodology/approach

A total of 355 customers who experienced a service failure and subsequent recovery were surveyed using a self-administered questionnaire. EEC was specified as a formative construct, determined by its perceiving, understanding and regulating dimensions. To measure EEC and its impact on selected outcomes, PLS-SEM was used. A multi-group analysis was performed to analyse the moderating role of service type.

Findings

Results confirm EEC as a formative construct, with a positive direct impact on post-recovery satisfaction, particularly in high-contact customized services. Findings also reveal the mediating role of satisfaction on selected outcomes, and the significant direct impact of EEC on trust, even when controlling for satisfaction.

Originality/value

EEC remains unexplored in the service recovery literature, and most research fails to understand how EEC role may vary given contextual differences. This study adopts a consumer perspective of EEC in the emotionally charged situation of service recovery, considering the moderating role of service type. The authors further contribute to both literature streams while examining the impact of EEC on post-recovery evaluations. Companies should consider these findings in the recruitment and training of front-line employees to develop better service recovery strategies.

Details

Journal of Services Marketing, vol. 32 no. 7
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 2 June 2020

Teresa Fernandes and Inês Inverneiro

Exerting a peculiar fascination on both managers and academics, Millennials can be distinguished from other cohorts by their intense exposure to the internet and heavy use of…

3573

Abstract

Purpose

Exerting a peculiar fascination on both managers and academics, Millennials can be distinguished from other cohorts by their intense exposure to the internet and heavy use of social media, which, in turn, affect their identity formation, brand engagement, loyalty and purchase behaviour. Yet, uncertainties regarding online engagement and the real benefits brands can reap from Millennials’ avid use of social media remain. Therefore, by developing a holistic model of drivers and outcomes, this study aims to understand how Millennials engage with their most loved, self-expressive brands across social media platforms and its impact on loyalty-related intentions.

Design/methodology/approach

Data was gathered using a self-administered survey, answered by 343 millennial generation social media users and based on self-selected self-expressive, loved brands. Considering brand loyalty as a key outcome, a holistic model was developed and tested using partial least squares-structural equation modelling, emphasizing not only the role of social media engagement but also including brand love, experience and identification as direct and indirect antecedents.

Findings

Findings suggest a disconnection between online and offline brand relationships: though Millennials love and are very loyal to their favourite brands, they are not actively engaged in social media, which helps to explain the non-significant effect of engagement on brand loyalty. Moreover, together with brand identification, brand experience was found to play a major role in developing brand love, which, in turn, is positively related to engagement and loyalty.

Originality/value

Theoretically, this study contributes to bridging a gap in the literature, as research on engagement, its drivers and outcomes is scant and there is no robust evidence about its impact on brand loyalty, particularly among Millennials. Moreover, research on disengaged consumers who exhibit limited willingness to engage is still scant. Managerially, this study provides insights for brand managers wishing to successfully engage and build relationships with Millennials and to identify key routes to Millennials’ loyalty.

Details

Journal of Product & Brand Management, vol. 30 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

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