The Antecedents and Consequences of Customer Engagement: An Exploratory Study on Mobile Network Business in Thailand

2016 ◽  
Author(s):  
. Theingi ◽  
Suchira Phoorithewet ◽  
Yunmei Wang ◽  
Sikankaew Panthongprasert
Keyword(s):  
Exploratory Study ◽  
Mobile Network ◽  
Customer Engagement ◽  
Antecedents And Consequences

The Antecedents and Consequences of Customer Engagement: An Exploratory Study on the Mobile Business in Thailand

2016 ◽  
Vol 17 (2) ◽  
pp. 41-58
Author(s):  
Theingi ◽  
Suchira Phoorithewet ◽  
Yunmei Wang ◽  
Sikankaew Panthongprasert
Keyword(s):  
Service Quality ◽  
Customer Loyalty ◽  
Exploratory Study ◽  
Mobile Network ◽  
Switching Behavior ◽  
Customer Engagement ◽  
Buying Behavior ◽  
Mobile Business ◽  
Antecedents And Consequences

This study explores the antecedents and consequences of customer engagement behaviors in the Thai mobile network business. This study found that the approach to switching behavior and cross-buying behavior is connected to customer loyalty behaviors. However, the spending behaviors of customers may not be a good indicator of customer loyalty in the mobile network business because those who do not have the intention to switch to another brand do not necessarily increase their spending. In addition, most respondents are concerned with competitive promotional packages, which influence customer engagement behaviors. Hence, it was proposed that service quality and competitive promotional packages are antecedents to customer engagement behaviors and all these factors are important in explaining customer loyalty toward mobile network providers in Thailand.

Customer engagement within multiple new media and broader business ecosystem – a holistic perspective

Kybernetes ◽  
2017 ◽  
Vol 46 (06) ◽  
pp. 1000-1020 ◽  
Author(s):  
Soe-Tsyr Daphne Yuan ◽  
Szu-Yu Chou ◽  
Wei-Cheng Yang ◽  
Cheng-An Wu ◽  
Chih-Teng Huang
Keyword(s):  
New Media ◽  
Exploratory Study ◽  
Information Service ◽  
Theory And Practice ◽  
Customer Relationships ◽  
Customer Engagement ◽  
Content Type ◽  
Business Ecosystem ◽  
Business Ecosystems ◽  
New Framework

Purpose Customer engagement (customers’ behavioral manifestations going beyond customer-firm purchase transactions) has been regarded as strategic imperatives for generating enhanced corporate performance. The plethora of new media has provided customers with different options to interact with firms and other customers. However, the primacy of value-laden interactive customer relationships and value co-creation raises challenges for firms and customers, especially in the context of broader business ecosystems such as brand partnership for extending value co-creation. This study aims to explore how customer engagement with well-designed choreograph of various new media’s channels can increase the value co-creation extent in the context of broader business ecosystems, resulting in higher levels service offerings, experiences and innovation. Design/methodology/approach This exploratory study presents a new framework of customer engagement that holistically integrates the elements of multiple new media and broader business ecosystem, stimulating a virtuous circle of realizing customer engagement toward superior results or innovations. The framework considers new media’s different information service and technologies (e.g. search engine, social recommender, social media) that can be properly choreographed to achieve a virtuous customer engagement circle. Findings This paper uses an exemplar framework's instantiation – an information technology enabled engagement platform (called iEngagement) – that can demonstrate how to empower the central companies together with their eco-stakeholders to holistically perform customer engagement utilizing new media toward fruitful customer engagement. Originality/value This exploratory study is among the first that addresses the theory and practice of customer engagement within multiple new media and broader business ecosystem. This paper presents a customer engagement framework and an exemplified engagement platform that holistically integrate the elements of multiple new media and broader business ecosystem, for stimulating a virtuous circle of realizing customer engagement toward superior results or innovations.

scholarly journals Predicting Customers Recommendation from Co-creation of Value, Customization and Relational Value

2017 ◽  
Vol 42 (1) ◽  
pp. 19-35 ◽  
Author(s):  
Gurjeet Kaur Sahi ◽  
Sanjeewani Sehgal ◽  
Rita Sharma
Keyword(s):  
Service Provider ◽  
Customer Participation ◽  
Customer Engagement ◽  
Executive Summary ◽  
The Real Estate ◽  
Relational Value ◽  
House Construction ◽  
Negative Effect ◽  
Antecedents And Consequences ◽  
Positive Word Of Mouth

Executive Summary There are countless illustrations where companies are involving their customers in the creation of products and delivery of services, commonly viewed as co-creation of value (CCV). The present work explores the value co-creation concept in the house construction business that requires maximum customer engagement with the service provider as compared to other subsectors in the real estate. With this background, the present study examined the comprehensive framework of antecedents and consequences of CCV leading to customers’ recommendation in the housing sector. Moreover, the effect of CCV on customers’ recommendation of a service provider is also studied by analyzing the role played by relational value and customized offerings. One of the main findings of the study is that the three pre-conditions, namely customer participation, customer expertise, and resource integration, significantly affect CCV. It was also found that when customers are allowed to participate and are provided with more choices, it leads to a higher level of trust. Thus, CCV has a significant impact on trust. Customers usually promote a service provider through positive word-of-mouth and make actual recommendations to others when he is able to ensure satisfactory services. Hence, the direct relationship of customer satisfaction with recommendation turns out to be significant. Another highlight of the study is that value co-creation is a platform where customers should proactively participate and architects must give shape to this proactiveness by acknowledging their ideas and suggestions. Any ignorance in this process may bring in negative effect of relational value on customer recommendation. Moreover, the effect of trust on customer recommendation is completely mediated by relational value. Thus, the results of the study have some important implications for an architect. Customers ought to be provided with innovative and unique architectural designs such as inspiration taken from different western countries and fusion for bringing variety. Also, an architect should check the feasibility of designs and execution of the plan. An architect can create value from other resource partners involved in the network, that is, by giving reference of the best suppliers for accessories like modular fittings to be used in the kitchen or washroom. Relational value can be created by motivating customers as well as involving customers’ family members in key discussions. Also, being empathetic and understanding about any special need of the customer has a profound impact on the relational value. The customer should be periodically assured about the timely execution of the plans drafted since the completion of a house not only depends on the services of an architect, but also involves a whole network of resource partners, that is, appropriate material, labour, and other suppliers.

Retail service excellence: antecedents and consequences

2018 ◽  
Vol 46 (5) ◽  
pp. 422-441 ◽  
Author(s):  
Panchapakesan Padma ◽  
Urs Wagenseil
Keyword(s):  
Professional Service ◽  
Customer Engagement ◽  
Extensive Literature ◽  
Service Firms ◽  
Content Type ◽  
Service Excellence ◽  
Service Culture ◽  
Service Leadership ◽  
Retail Service ◽  
Antecedents And Consequences

Purpose The purpose of this paper is to develop a model of antecedents and consequences of service excellence (SE) in the retail industry. Design/methodology/approach Based on an extensive literature review, this paper has come up with the definition of potential antecedents and their consequences for SE in the retail service. Findings While the seven factors, service leadership, service culture, quality management and business excellence, service innovation, customer engagement, service brand image and service encounters have been proposed as antecedents of SE in retail service, employee loyalty, employee pride, customer delight, customer commitment and brand love, have been identified as consequences. Research limitations/implications A major limitation of the study is that the developed model is not empirically validated. Practical implications The current research asserts that leadership in service firms has to build a professional service culture system in order to achieve business/competition advantages of SE. Social implications This paper has emphasised that businesses cannot only act with the perspective of gaining short-term profit on every customer transaction. Customers have to be valued and firms have to focus on building long-term relationships with their customers. Originality/value This study has extended the research on SE by developing a new model with possible antecedents and outcomes in the retail context.

scholarly journals Antecedents and Consequences of Employee Loyalty towards the Organization: Empirical Evidence from Indian Software Industry

2011 ◽  
Author(s):  
Sreejesh S ◽  
Tavleen Nagra
Keyword(s):  
Employee Engagement ◽  
Software Industry ◽  
Intention To Quit ◽  
Customer Engagement ◽  
Employee Loyalty ◽  
Policy Makers ◽  
Long Run ◽  
Employee Absenteeism ◽  
Antecedents And Consequences ◽  
Managerial Perspective

Although substantial differences exists between employee commitment and loyalty, none of the studies made an attempt to understand these constructs separately and analyse the causes and consequences of employee loyalty. In this context, the present study attempts to investigate the antecedents and consequences of employee loyalty in the software industry context. The findings of this paper indicate that employee engagement, satisfaction and commitment have positive and significant impacts on employee loyalty and are considered to be the significant causes for predicting employee loyalty; at the same time the consequences of employee loyalty such as absenteeism and intention to quit do not have any significant effect. However, the study finds that employee satisfaction has a significant effect on the intention to quit via employee absenteeism. The paper shows that, from the managerial perspective, it is necessary for employers and policy-makers to know the causes and consequences of employee loyalty to retain the employees in the long run. The findings of the study suggest that, in order to develop commitment and thereby loyalty, the employer should create a congenial atmosphere for employee engagement and should create satisfied employees. At the same time, this created satisfaction will reduce employee absenteeism and the intention quit. Thus, the attention of the software-employee management should fruitfully focus on the development of employee engagement, satisfaction and commitment, which will ultimately lead to employee loyalty.   Keywords: Customer engagement, job satisfaction, commitment, loyalty, absenteeism, intention to quit.  

scholarly journals Customers’ Understanding of Engagement Advertising

2018 ◽  
Vol 6 (2) ◽  
pp. 57
Author(s):  
Jörg Tropp ◽  
Corinna Beuthner
Keyword(s):  
Cognitive Processes ◽  
Exploratory Study ◽  
Market Research ◽  
Customer Engagement ◽  
Association Strength ◽  
Persuasion Knowledge ◽  
Consensus Map ◽  
Brand Concept ◽  
Study Participants ◽  
Theoretical Conceptualization

Although the construct of engagement has received considerable attention in market research in recent years, it has hardly been researched in the context of advertising. The aim of this exploratory study, therefore, is to undertake a theoretical conceptualization of customer engagement advertising (CEA) and to reach an understanding of how this type of advertising, which strategically embeds its messages into customers’ everyday life, is related to customers’ cognitive processes. Of particular interest is the question of whether strategically created CEA is related to a different everyday customers’ advertising knowledge than non-CEA. To answer this question, we use the brand concept map method, by means of which we are able to create a CEA consensus map (N = 53) and a non-CEA consensus map (N = 56). These present visually the basic persuasion knowledge of the study participants concerning these two types of advertising. Results indicate that, in coping with CEA, customers activate a different advertising knowledge than with non-CEA. CEA knowledge shows a higher association strength and is, in contrast to non-CEA knowledge, more strongly characterized by the two associations creativity and benefit. On the other hand, the association that advertising addresses customer’s needs plays a less important role in CEA than in non-CEA.

A Decade of Customer Engagement Research in Hospitality and Tourism: A Systematic Review and Research Agenda

2019 ◽  
Vol 44 (2) ◽  
pp. 178-200 ◽  
Author(s):  
Kevin Kam Fung So ◽  
Xiang (Robert) Li ◽  
Hyunsu Kim
Keyword(s):  
Relevant Literature ◽  
Analytical Techniques ◽  
Customer Engagement ◽  
The Past ◽  
Significant Interest ◽  
The Status ◽  
Methodological Approaches ◽  
Hospitality And Tourism ◽  
Antecedents And Consequences ◽  
Scholarly Inquiry

Over the past decade, customer engagement has attracted significant interest from academics and practitioners. This article reviews and synthesizes customer engagement research published in seven leading hospitality and tourism journals between 2009 and 2019. It systematically analyzes publication outlets and trajectories, study sectors, methodological approaches, analytical techniques, conceptualizations of customer engagement, classifications of antecedents and consequences, and key mediators and moderators. This article also presents a model summarizing extant customer engagement research and identifies critical avenues for future scholarly inquiry into customer engagement. The comprehensive review and analysis offered in this article contribute to the literature by detailing the status of customer engagement research and the evolution of relevant literature over the past 11 years.

Antecedents and consequences of customer engagement in online brand communities

2014 ◽  
Vol 2 (2) ◽  
pp. 81-97 ◽  
Author(s):  
Tommy K H Chan ◽  
Xiabing Zheng ◽  
Christy M K Cheung ◽  
Matthew K O Lee ◽  
Zach W Y Lee
Keyword(s):  
Customer Engagement ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Antecedents And Consequences

Antecedents and consequences of customer engagement on Facebook

2019 ◽  
Vol 13 (2) ◽  
pp. 204-226 ◽  
Author(s):  
Robert Hinson ◽  
Henry Boateng ◽  
Anne Renner ◽  
John Paul Basewe Kosiba
Keyword(s):  
Attachment Theory ◽  
Structural Equation ◽  
Online Survey ◽  
Consumer Involvement ◽  
Customer Engagement ◽  
Brand Relationships ◽  
Content Type ◽  
Identity Based ◽  
Antecedents And Consequences ◽  
Positive Results

Purpose Marketing researchers have usually studied consumers’ attachment to brands from an emotional bonding perspective. However, the purpose of this study is to show that attachment to objects is not only limited to bonding. Thus, the authors conceptualised the attachment theory from two perspectives: bonding-based and identity-based attachment. In addition, the study further seeks to identify the elements of each component and examine how these elements drive customer engagement on a brand’s Facebook page while assessing some consumer-related outcomes of customer engagement on Facebook. Design/methodology/approach Using an online survey, the authors examined antecedents of customer engagement on Facebook and the outcomes of engagement behaviours among 649 respondents. Structural equation modelling was used in analysing the data. Findings The results of the study show that consumers’ attachment to a brand drives them to engage the brand on the brand’s Facebook page. The results also show that the consumer engagement of brands on Facebook results in positive user-generated contents and consumer involvement. Practical implications Managerially, the attachment theory provides value for marketers in terms of evaluating customer–brand relationships and how such a relationship can yield positive results. Originality/value This study expands how the attachment theory has been conceptualised and applied in the marketing literature. The study shows that consumer attachment to brands is identity-based in addition to being bonding-based.

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