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1 – 10 of over 28000Yongqiang Sun, Cailian Zhao and Xiao-Liang Shen
Customers' continuous value creation (e.g. voice) is an important research issue for the success of brand virtual community (BVC) and new product development, while it is rarely…
Abstract
Purpose
Customers' continuous value creation (e.g. voice) is an important research issue for the success of brand virtual community (BVC) and new product development, while it is rarely studied from a firm perspective. The purpose of the present study is to investigate how firm attributes exert influences on continuous voice intention in brand virtual communities.
Design/methodology/approach
The data were collected through a survey in mobile brand virtual communities in China, and 291 valid responses for data analysis were included to test the research model by using partial least squares (PLSs).
Findings
The results show that intrinsic motivation to voice is positively associated with continuous voice intention. Furthermore, the impact of brand identification on intrinsic motivation is found to be fully mediated by community identification. Customer orientation has a positive effect on perceived openness, and both customer orientation and perceived openness positively affect customers' brand identification and community identification.
Originality/value
Although prior studies have examined some variables relevant to voice behavior, few studies have recognized the influence of firm attributes toward the BVC on sustained voice intention. To fill this research gap, the authors propose a research model to shed light on the role of firm attributes by classifying them into brand- vs community-based firm attributes, which affect intrinsic motivation through two types of social identification, namely brand identification and community identification.
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The author aims to examine how customer voice contributes to service provider relationships as a relationship driver by assessing its linkages to distinct relationship outcomes.
Abstract
Purpose
The author aims to examine how customer voice contributes to service provider relationships as a relationship driver by assessing its linkages to distinct relationship outcomes.
Design/methodology/approach
Structural equation modeling is used to test the study's hypotheses with US customer survey data from two independent samples: a luxury specialty retailer (n=2,586) and a casual dining restaurant (n=634). Both participating service firms use loyalty programs whose members are included in this study.
Findings
Customer voice is shown to positively and directly relate to customers' willingness to increase the volume and share of their purchases, impart positive word of mouth, and participate in a variety of marketing research initiatives.
Research limitations/implications
The multi‐contextually supported results are based on distinct customer groups with varying ties to the service provider.
Practical implications
As service providers are able to favorably influence customer voice, they also stand to improve their marketing performance.
Originality/value
This study provides a theoretically richer and broader view of customer voice as a driver of strengthened service provider relationships. The findings demonstrate how customer voice does more than protect against customer defection by also contributing to customer relationship building.
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Deepak Saxena, Mairead Brady, Markus Lamest and Martin Fellenz
This study aims to provide more insight into how customer voice is captured and used in managerial decision-making at the marketing-finance interface. This study’s focus is on…
Abstract
Purpose
This study aims to provide more insight into how customer voice is captured and used in managerial decision-making at the marketing-finance interface. This study’s focus is on understanding how the customer voice, often communicated through online and social media platforms, is used in high-performing hotels.
Design/methodology/approach
This research is based on a case study of four high-performing Irish hotels. For each case, multiple informants, including marketing managers, general managers and finance managers, were interviewed and shadowed. Twenty seven decisions across the four cases were analysed to assess the use of customer voice in managerial decision-making.
Findings
Social media provides a stage that has empowered the customer voice because of the public nature of the interaction and the network effect. Customer voice is incorporated in managerial decision-making in three distinct ways – symbolically as part of an early warning system, for action-oriented operational decisions and to some extent in the knowledge-enhancing role for tactical decisions. While there is a greater appreciation among senior managers and the finance and accounting managers of the importance of customer voice, this study finds clear limits in its utilisation and more reliance on traditional finance and accounting data, especially in strategic decision-making.
Research limitations/implications
The cases belong to a highly visible open environment of hotels in an industry where customer voice has immediate and strong effects. The findings may not directly apply to industries characterised by a relatively more closed context such as banking or insurance. Moreover, the findings reflect the practices of high-performing hotels and do not necessarily capture the practices used in less successfully operating hotels.
Practical implications
While marketers need to enhance their ability to create a narrative that links the customer voice to revenue generation, finance managers also need to develop a skillset and adopt a mindset that appropriately reflects the influential role for customer voice in managerial decision-making.
Originality/value
Despite the linkage of marketing performance to business performance, there is limited research on the impact of customer information on managerial decision-making. This research provides insight into how customer voice is considered at the critical marketing-finance interface.
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Arjan Burgers, Ko de Ruyter, Cherie Keen and Sandra Streukens
Listening to the voice of the customer has been embraced in marketing theory and practice for a long time. However, the wide scale implementation of call centers has only recently…
Abstract
Listening to the voice of the customer has been embraced in marketing theory and practice for a long time. However, the wide scale implementation of call centers has only recently enabled managers to take this adage to the next level. At the same time, it is acknowledged that the evaluation of service delivery often depends on the so‐called “service encounter”, or the time of interaction between the service firm and customer. Extensive research has been conducted in the field of traditional face‐to‐face encounters, but no attempt has yet been made to categorize customer expectations with regard to employee behavior during voice‐to‐voice encounters. Therefore, the aim of this study is to develop a measurement instrument that identifies key customer expectation dimensions with regard to call center representative (CCR) behavior. Based on the services marketing literature, 13 potential attributes were empirically tested on an effective sample of 206 respondents. This resulted in a model consisting of four different sub‐scales that were labeled “adaptiveness”, “assurance”, “empathy”, and “authority”. The results of the validity‐ and reliability‐testing confirm the solidity of the measurement instrument.
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Bingcheng Yang, Hongyan Yu, Yu Yu and Miaoling Liu
Based on the online brand community, this study focuses on how online brand community experience affects customer voice and discusses the relationship between community engagement…
Abstract
Purpose
Based on the online brand community, this study focuses on how online brand community experience affects customer voice and discusses the relationship between community engagement and community commitment. Specifically, we examine the mediation effect of community engagement between community experience and customer voice and also the moderation role of community commitment.
Design/methodology/approach
The survey data is collected through the online survey of people who participate in the online mobile phone brand community. In total, 369 members of online community users (Huawei and Apple communities) were collected as the research samples. Then the structural equation model analysis was tested through the SPSS 25 and Mplus 7 in a two-stage analysis program.
Findings
The results show that (1) customer online brand community experience has a positive impact on customer voice; (2) community engagement mediates the positive relationship between online brand community experience and customer voice; and (3) community commitment plays a moderating role between customer experience and customer voice. Compared with low level customer's community commitment, when customer's community commitment is high, the level of community engagement has a greater mediation effect on the positive relationship between community experience and customer voice.
Research limitations/implications
On the one hand, the model of customer community experience to customer voice built in this paper has not been fully validated. Whether the model can get more robust results needs to be extended to more different community scenarios. On the other hand, this paper is actually cross-sectional data, which cannot strictly reveal the causal relationship. The authors recommend that future research may use other research methods to further reveal its internal mechanism.
Practical implications
This paper shows that customer's community experience has an important impact on customer voice behavior. Among them, information experience and sociability remain as the important factor affecting customer voice behavior, which is quiet important for maintaining brand community and product or service improvement. Brand community managers need to consistently create multiple forms of information presentation and interaction channels to enhance the information and social experience of community members.
Originality/value
First, this paper puts forward a new perspective on customer comments or feedback-customer voice, which provides a solid foundation and reference value for future scholars to explore such important phenomena. Second, the relationship between community experience and customer voice behavior was examined, which enriched the research on community experience and also discovered another positive significance of community experience in community construction. Finally, the authors examine the mediation effect of community engagement on customer voice behavior. Community engagement is one of the important indicators that reflexing community performance, which is of great significance to the brand community.
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The active voice behavior of customers is crucial to the development of enterprises, but few studies have examined how to promote customer voice behavior. Does a sense of power…
Abstract
Purpose
The active voice behavior of customers is crucial to the development of enterprises, but few studies have examined how to promote customer voice behavior. Does a sense of power drive consumers to provide advice to the companies involved? This paper aims to address the issue.
Design/methodology/approach
By conducting three experiments, the authors proved the effect of the sense of power on customer voice behavior. In Study 1, the authors manipulated subjects' sense of power levels (high vs low) through an episodic recall task. Tangible goods were used as experimental material. The authors verified that power had a positive impact on customer voice behavior. In Study 2, the authors changed the experimental materials to intangible service products and used role-playing tasks to manipulate the subjects' sense of power. Study 2 validated the mediating role played by self-confidence in the main effect. In Study 3, the authors validated the moderating role of self-doubt for the power effect.
Findings
Based on the approach-inhibition theory of power and the situated focus theory of power, the current research finds that there is a positive effect of consumer's sense of power on their voice behavior. It also further analyzes the mediating role of self-confidence, the mechanism by which power affects customer voice behavior. However, this positive effect does not always occur. Self-doubt plays a moderating role in this relationship. If the individual's self-doubt level is high, the positive effect of power on the individual's self-confidence cannot be observed, which means that self-doubt is a boundary condition for the positive effect of power on individuals' self-confidence.
Research limitations/implications
The authors discuss the influence of sense of power on customer voice behavior and test the mediating role of self-confidence and its boundary conditions. The results show that consumers are more confident in themselves when they feel a sense of power and are more likely to proactively make suggestions to the company. However, the overall effect is not obvious when consumers have a high level of self-doubt. As a psychological state of consumers that firms can easily manipulate, the effects of power on consumer behavior remain to be explored by the authors.
Practical implications
The findings of current research suggest that empowering consumers who are less self-doubting can increase their self-confidence, which, in turn, can lead to more active expression and feedback on issues that need improvement in their experience. Thus, companies can enhance consumers' sense of power through some ways, such as using environmental elements to stimulate consumers' sense of power.
Originality/value
There are few studies on how the sense of power affects consumers' voice behavior. Prior work on voice behavior has focused on the perspective of customers' perception of the social exchange relationship between themselves and enterprises. The research explores the strategies suitable for enterprises to promote customer voice behavior from the perspective of the sense of power, and the findings contribute to the research on the sense of power and consumer voice behavior.
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Khalid Rasheed Memon, Bilqees Ghani and Heesup Han
Using employee voice to advocate for customers' requirements, improves hospitality service. Organizations must understand what motivates or deters employee customer-oriented voice…
Abstract
Purpose
Using employee voice to advocate for customers' requirements, improves hospitality service. Organizations must understand what motivates or deters employee customer-oriented voice behaviour (COVB) to achieve its goals and enhance performance. This research investigates the predictors and outcomes of COVB of front-line employees (FLEs) in the hotel industry.
Design/methodology/approach
The study used the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines to steer the article search, screening, and inclusion. The research identified the extant studies conducted in both, high/low power distance countries that met the search criteria using the databases of SCOPUS, Web of Science, EBSCOHost and through snowballing of references.
Findings
The content analysis of 55 selected studies identified four themes that explain FLEs’ COVB in the hospitality industry. These four themes include customer-related, employee-related, organizational and leadership factors. Moreover, it was found that theoretical frameworks of the most of published studies are dominated by social exchange and conservation resource theories.
Practical implications
This study suggests hospitality firms to develop management strategies to foster FLEs COVB especially long-term personality trainings for FLEs is suggested for innovative and novel ideas.
Originality/value
This is the first study, as per our knowledge, on the hospitality industry that has been conducted to analyse and synthesize the literature related to FLEs’ COVB.
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Customer experience management is the managing of customer interactions, feelings and emotions at every touchpoint. These interactions and feelings define the customer's future…
Abstract
Customer experience management is the managing of customer interactions, feelings and emotions at every touchpoint. These interactions and feelings define the customer's future behaviour and perceptions about the offering. Companies can use these touchpoint interactions as a source of competitive advantage. Companies can embark on a journey of experience management by understanding needs and insights about customer's behaviour. These are gathered through interactions, observations and structured surveys. Such feedback from customers is called Voice of Customer (VoC). Another source of understanding customers is employees who are involved in these interactions and also product and service delivery. Understanding employees is equally important. Companies need to even collate their feedback regarding problems in delivery and servicing, customers' expectations versus perceptions. Organisations committed to creating superior customer experience invest in tools like surveys, employee interactions both in formal and informal context to gather voice of the employee (VoE). Finally, both VoC and VoE have to be evaluated in a business context to define processes and measure the effectiveness of these processes. The voice of the process or VoP helps to understand the difference between customer perceptions and process performance. It gives an estimate of error and suggests methods for improving process efficiency.
This chapter explains the three essential ingredients that go into experience management, the tools used to collect information and how can these be used to design a superior and fulfilling experience for customers.
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Yu-Teng Jacky Jang, Anne Yenching Liu and Wen-Yu Ke
The purpose of this paper is to investigate the effects of anthropomorphism and identify factors related to adopting voice shopping on smart speakers.
Abstract
Purpose
The purpose of this paper is to investigate the effects of anthropomorphism and identify factors related to adopting voice shopping on smart speakers.
Design/methodology/approach
Progress in partial least squares structural equation modeling (PLS-SEM) approach is used to test the proposed research framework regarding anthropomorphism and user perceptions on voice shopping via smart speakers. Individuals' responses to questions about attitude and intention to use voice shopping via smart speakers were collected and analyzed.
Findings
The results showed that anthropomorphism had a positive influence on satisfaction, which, in turn, had a positive impact on intention to adopt voice shopping, and customers had positive opinions regarding smart speakers.
Research limitations/implications
This study only reflects a younger perspective on smart speaker voice shopping. This study identified the characteristics of smart speakers that increase customers' intention to purchase, which can be used to formulate sales strategies and management guidelines.
Practical implications
This research provided a new perspective to enable practitioners to promote smart speakers for voice shopping. Smart speaker manufacturers can utilize the findings of this research to improve the system design of smart speakers to further facilitate voice shopping.
Originality/value
Unlike previous studies, which focused on product attributes of smart speakers or voice shopping experiences, this study provided a clear picture of how the anthropomorphic feature of smart speakers affects customers' intention to adopt voice shopping.
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Yung-Kuei Huang and Linchi Kwok
This study aims to assess a moderated-mediation model to account for the relationship between customer mistreatment and frontline hotel employees’ customer-focused voice, where…
Abstract
Purpose
This study aims to assess a moderated-mediation model to account for the relationship between customer mistreatment and frontline hotel employees’ customer-focused voice, where their organization-based self-esteem (OBSE) served as a mediator and their felt trust (reliance and disclosure) by supervisors served as a moderator.
Design/methodology/approach
The data were collected through paper-based questionnaires in a cross-sectional survey, consisting of 319 valid supervisor-employee-paired responses from 33 international tourist hotels in Taiwan. Regression analyses were used for hypothesis testing.
Findings
OBSE mediates the negative effect of customer mistreatment on customer-focused voice. Employee felt reliance intensifies the negative impact of customer mistreatment on OBSE, and this interaction effect, in turn, reduces customer-focused voice through OBSE. The employee felt disclosure marginally significantly buffers the effect of customer mistreatment on OBSE.
Practical implications
Given the adverse effect of customer mistreatment on customer-focused voice through OBSE, hotels should strengthen employees’ service mindset and value their suggestions. The double-edged effects of felt trust suggest that managers should form a trusting relationship with their subordinates and reassure them that isolated incidents of customer mistreatment will not jeopardize their reputation.
Originality/value
This study integrated sociometer and self-consistency theories to examine OBSE as a psychological mechanism to explain the mistreatment-voice process. Besides assessing felt trust’s two-dimensional effects, this research is possibly the first attempt to examine felt trust as an enabling force or a threat to OBSE in the context of customer mistreatment.
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