The moderating role of customer engagement experiences in customer satisfaction–loyalty relationship

2019 ◽  
Vol 53 (7) ◽  
pp. 1278-1310 ◽  
Author(s):  
Rakhi Thakur
Keyword(s):  
Mobile Apps ◽  
Business Environment ◽  
Mobile App ◽  
Customer Engagement ◽  
Content Type ◽  
Digital Platforms ◽  
Quantitative Studies ◽  
Non Linear ◽  
Moderating Role

Purpose This study aims to examine the moderating role of customer engagement experiences in satisfaction–loyalty relationship in the digital business environment. This paper looks at mobile apps for shopping and travel planning to understand these relationships. Design/methodology/approach This paper includes the conceptualization and validation of the proposed relationship through multiple studies. An exploratory qualitative study was conducted to identify the relevant engagement experiences. Subsequently, multiple quantitative studies were conducted to examine the proposed relationships. Findings The effect of satisfaction on continuance intention is stronger among customers with higher levels of engagement. Further, the propensity to provide electronic word of mouth is non-linear in customers with higher levels of engagement and may not vary directly with satisfaction levels. Research limitations/implications The findings of this study contribute to the emerging literature on customer engagement and mobile app-usage domains. Future studies may examine such a relationship in different businesses and on varied digital platforms. Practical implications The findings of this paper may provide actionable insights to marketers, giving them a mechanism to segment customers based on engagement levels and using discretion while focusing on satisfaction levels among different segments. Originality/value This study validates the proposed moderating role of customer engagement in the satisfaction–loyalty relationship. The non-linear relationship between satisfaction and loyalty is also demonstrated.

scholarly journals Service quality, religiosity, customer satisfaction, customer engagement and Islamic bank’s customer loyalty

2019 ◽  
Vol 11 (6) ◽  
pp. 1691-1705 ◽  
Author(s):  
Abror Abror ◽  
Dina Patrisia ◽  
Yunita Engriani ◽  
Susi Evanita ◽  
Yasri Yasri ◽  
...  
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Customer Loyalty ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Islamic Banks ◽  
Content Type ◽  
Islamic Bank ◽  
Moderating Role

Purpose The purpose of this study is to investigate the influential factors of customer loyalty to Islamic banks, namely, service quality, customer satisfaction, customer engagement and religiosity. Design/methodology/approach This study is a survey of 335 Islamic bank customers in West Sumatra, Indonesia. This research deployed purposive sampling and analyzed the data by using covariance-based structural equation modeling. Findings Service quality has a positive and significant impact on customer satisfaction. Religiosity has a significant and negative moderating impact on the service quality–customer satisfaction relationship. Service quality has no significant influence on customer loyalty. Customer satisfaction is a significant antecedent of customer engagement and loyalty. Finally, customer engagement has a significant and positive effect on customer loyalty. Research limitations/implications This study is a combination of cross-sectional and a single-country case. Accordingly, the results may not be representative of other countries. Similar studies in longitudinal data collection are conducted in other countries (e.g. ASEAN countries), which would therefore be worthwhile. Some antecedents of customer loyalty have been neglected in this study (e.g. customer value co-creation and customer commitment); hence, the future study may investigate those factors. Practical implications By considering these Islamic banks’ antecedents, the Islamic banks might enhance their customer loyalty. Also, this study has revealed the moderating role of religiosity in a loyalty relationship. Therefore, it will give insights for the Islamic bank managers in decision-making. Originality/value This study has revealed the moderating role of religiosity on the link between service quality and customer satisfaction in Islamic banks, which is, to the authors’ knowledge, neglected in the previous studies. The customers with high religiosity will have a higher standard of satisfaction and demand a better service quality than the customers with low religiosity. This study has also examined the relationships between service quality, religiosity, customer satisfaction, customer engagement and loyalty as a whole, which have been limited previously.

scholarly journals The yin and yang nature of coopetition activities: non-linear effects and the moderating role of competitive intensity for internationalised firms

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
James M. Crick ◽  
Dave Crick
Keyword(s):  
Chinese Philosophy ◽  
Market Performance ◽  
Company Performance ◽  
Competitive Intensity ◽  
Content Type ◽  
Non Linear ◽  
Yin And Yang ◽  
The Impact ◽  
Moderating Role

PurposeThis paper draws upon the Yin and Yang concept of Chinese philosophy within a Western context to examine coopetition, namely, the interplay between cooperation and competition. Although coopetition activities should positively affect company performance, earlier research involving this relationship has typically been linear in nature and without moderating factors. Consequently, underpinned by resource-based theory and the relational view, the purpose of this investigation is to examine the non-linear (inverted U-shaped) link between coopetition and company performance under the moderating role of competitive intensity.Design/methodology/approachCollection of survey data involved a sample of 101 internationalising wine producers in New Zealand. Following a check of the statistical data for all major assessments of reliability and validity (together with common method variance), testing the research hypotheses and control paths took place through hierarchical regression. Furthermore, 20 semi-structured interviews helped explain the underlying mechanisms behind the quantitative results.FindingsCoopetition had a non-linear (inverted U-shaped) relationship with market performance. Surprisingly, competitive intensity yielded a negative moderation effect. The mixed methods results highlighted that firms must strike an effective balance between the paradoxical forces of cooperativeness and competitiveness across their product-market strategies.Originality/valueThis investigation contributes to the existing literature by developing and testing a conceptual framework examining the nature of the relationship between coopetition activities and market performance – using non-linear (inverted U-shaped) and moderating effects. It addresses a debate between two schools-of-thought concerning the impact of competitive intensity on the coopetition paradox. Additionally, this study helps to explain the coopetition construct through the Yin and Yang concept to highlight how the paradoxical forces of cooperativeness and competitiveness can create harmful outcomes for organisations if they do not manage them effectively (across domestic and international markets).

Should we engage variety seeking customers?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ashish Gupta ◽  
Shivendra Pandey
Keyword(s):  
Customer Satisfaction ◽  
Customer Value ◽  
Structural Equation ◽  
Customer Engagement ◽  
Variety Seeking ◽  
Content Type ◽  
Moderation Effect ◽  
The Relationship ◽  
Moderating Role

Purpose The study aims to examine the moderating role of variety-seeking behaviour between customer engagement and its antecedents (customer satisfaction and customer value). Further, this study also tests the existence of the value-satisfaction-engagement behaviour chain. Design/methodology/approach The perception of 262 respondents was used to examine the hypothesis using the structural equation modelling approach. Findings The moderation effect of variety-seeking behaviour between customer satisfaction and customer engagement was found to be significant. Also, customer satisfaction fully mediated the relationship between perceived value and customer engagement, hence, empirically validating the value-satisfaction-engagement model in the retailing context. Research limitations/implications The findings draw managers' attention towards the segment of consumers who are more likely to be engaged, thus helping managers develop a more efficient and focussed strategy to achieve customer engagement. The result also suggests that variety-seeking buyers may not get engaged even after satisfaction. Originality/value This paper is among the first to empirically test the moderating role of variety-seeking behaviour to achieve customer engagement.

scholarly journals Engaging shoppers through mobile apps: the role of gamification

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Francesca De Canio ◽  
Maria Fuentes-Blasco ◽  
Elisa Martinelli
Keyword(s):  
Structural Equation ◽  
Online Shopping ◽  
Mobile Apps ◽  
Mobile App ◽  
Content Type ◽  
Mobile Shopping ◽  
Intrinsic Motivations ◽  
Shopping Experience ◽  
Shopping Enjoyment

PurposeThe purpose of this paper is to examine the influence of several intrinsic motivations driving consumers' intention to buy using a mobile app, namely: shopping gamification, focussed attention, shopping enjoyment and socialness, through the mediating role of shopping engagement. The online shopping experience is investigated in its dual role as direct driver of the intention to buy using a mobile app and as moderator of the shopping engagement – intention to buy using a mobile app path.Design/methodology/approachThe empirical analysis was performed in China due to the extensive usage of mobile shopping apps amongst the Chinese population. A structural equation model was estimated on 893 valid and complete structured questionnaires collected amongst a sample of Chinese consumers.FindingsFindings confirm that intrinsic motivations (i.e. shopping gamification, focussed attention, shopping enjoyment and socialness) indirectly influence the intention to buy using a mobile app channelled by shopping engagement. Most remarkably, results show that the online shopping experience positively moderates the shopping engagement – intention to buy using a mobile app path.Originality/valueThe novelty of the paper lies in the conceptual and empirical evidence provided on shopping gamification, within the retailing marketing domain. The study investigates other related intrinsic motivations that jointly with shopping gamification directly influence shopping engagement and indirectly impact mobile shopping intention. The paper provides insights into the moderating role of online shopping experience, a key aspect when the challenge concerning gamification is considered.

The customer experience – loyalty link: moderating role of motivation orientation

2019 ◽  
Vol 31 (1) ◽  
pp. 51-78 ◽  
Author(s):  
Alisha Stein ◽  
B. Ramaseshan
Keyword(s):  
Real Time ◽  
Customer Experience ◽  
Mobile App ◽  
Time Data ◽  
Content Type ◽  
Motivation Orientation ◽  
Touch Point ◽  
Loyalty Intentions ◽  
Moderating Role

Purpose The purpose of this paper is threefold: first, to examine the effects of different touch points on customer experience, second, effects of customer experience on loyalty intentions, and actual spend, and third, the moderating role of motivation orientation on these effects. Design/methodology/approach By recognizing the importance of capturing customer experience assessments at the “time of the experience”, a smartphone technology mobile app was developed for the purpose of this study. Real time customer experience data were collected at individual touch points. Findings The results show that the real-time touch point evaluations significantly effect overall customer experience and that these effects significantly differ for utilitarian and hedonic motivation orientations. The effects of technology, atmospherics, employee–customer interaction and service/product interaction touch points on overall customer experience are significantly stronger for hedonic orientation than for utilitarian orientation. In contrast, the effect of process touch point on overall customer experience is significantly stronger for utilitarian than hedonic orientation. Also, favorable overall customer experience evaluations exert significant positive influence on loyalty intentions, and actual spend, and these influences are significantly stronger for consumers with hedonic than utilitarian motivation orientations. Practical implications The findings of this study will enable companies to manage customer experience programs effectively by providing an understanding of the distinct touch points that occur along the customer journey and the relative importance of each of these touch points in enhancing customer experience. Originality/value This is the first empirical study that offers important insights on the effects of different touch points on customer experience, and on the moderating role of consumer motivation orientations on the touch points – customer experience – loyalty link by using real-time data.

The role of perceived firm social media interactivity in facilitating customer engagement behaviors

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
SIDDIK BOZKURT ◽  
David Marius Gligor ◽  
Barry J. Babin
Keyword(s):  
Social Media ◽  
Positive Impact ◽  
Customer Engagement ◽  
Online Surveys ◽  
Content Type ◽  
Social Media Platform ◽  
Media Platform ◽  
Customer Purchases ◽  
Moderating Role

Purpose The purpose of this study is to examine how customers’ perceptions of brands’ social media interactivity impact customer engagement behaviors (CEBs) (e.g. customer purchases, referrals, influence and knowledge) while accounting for the moderating role of brand type and social media platform. Design/methodology/approach Two separate online surveys (Study 1 (N1) = 341, Study 2 (N2) = 183) were conducted to measure the constructs of interest. Regression analyzes tests research hypotheses; PROCESS Model 1 was used to test the moderating roles of brand type and platform. Further, the pick-a-point approach (i.e. spotlight analysis) was used to probe the interaction terms. Findings The results indicate that when customers perceive a brand to be highly interactive on social media (vs inactive), they are more willing to buy brand offerings, refer the brand in exchange for monetary incentives, inform their family and friends about the brand on social media and provide feedback and suggestions for improving the brand. Furthermore, the positive impact of perceived social media interactivity on customer purchases, referrals, influence and knowledge varies across brand and social media platform types. Research limitations/implications Online surveys using convenience samples were conducted to assess the constructs of interest. Archival data may provide an avenue for further insight. Future research may be able to track actual online customer behavior using such data. Further, researchers are encouraged to corroborate the results found here over time as the winds of social media shift to new platforms. Practical implications The results suggest that interacting on social media encourages customers to contribute to brand value directly (through purchasing) and/or indirectly (through referring, influencing and suggesting). While all brands may leverage social media activity for success, the positive impact of perceived social media interactivity on CEBs is particularly impactful for non-global 500 brands. The results also indicate that customers are more willing to add value to the brand through purchases and suggestions when they perceive the brand to be highly interactive on both social media networking sites and the brand’s website. However, they are more willing to promote this brand and influence their social networks about it only when they perceive the brand to be highly (vs less) interactive on its own website. Originality/value This study examines the novel issue of the impact of perceived social media interactivity on different CEBs while accounting for the moderating role of the brand and platform used by customers. The results provide value in better understanding the levers through which social media affects performance.

Hotel servicescape and customer citizenship behaviors: mediating role of customer engagement and moderating role of gender

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shuhao Li ◽  
Min Wei
Keyword(s):  
Structural Equation ◽  
Current Knowledge ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Citizenship Behaviors ◽  
Content Type ◽  
Mediating Role ◽  
And Gender ◽  
Moderating Role

Purpose This study aims to investigate the effect of hotel servicescape on customer citizenship behaviors “CCBs” by addressing customer engagement as a mediator and gender as a moderator. Design/methodology/approach A total of 619 questionnaires were collected from hotel customers. Structural equation modeling was applied for data analysis. Findings Customer engagement mediates the effects of physical and social servicescapes on CCBs of providing feedback to an organization, making recommendations and helping other customers. Moreover, the indirect effects of physical servicescape on the three types of CCBs through customer engagement are stronger for male than for female customers, whereas no significant gender difference is observed in those effects of social servicescape on these types of CCBs through customer engagement. Research limitations/implications This study can help hotels promote the three types of CCBs and customer engagement by creating wonderful physical and social servicescape elements. The major limitation is that this study collected survey data outside the hotel environment. Originality/value This study enriches current knowledge on the servicescape-driven responses by exploring how hotel servicescape elements affect the three types of CCBs through customer engagement. Additionally, the different moderating roles of gender in the indirect influences of servicescape elements on these types of CCBs are presented.

The relationship between CRM and customer loyalty: the moderating role of customer trust

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mirza Mohammad Didarul Alam ◽  
Rashed Al Karim ◽  
Wardha Habiba
Keyword(s):  
Customer Loyalty ◽  
Banking Sector ◽  
Positive Impact ◽  
Customer Engagement ◽  
Customer Knowledge ◽  
Content Type ◽  
Customer Trust ◽  
The Relationship ◽  
Moderating Role

PurposeThe present study investigates the moderating role of customer trust in customer relationship management (CRM) components and customer loyalty relationships in the context of the baking sector in Bangladesh.Design/methodology/approachData were collected through a survey using a structured questionnaire from 350 customers of commercial banks in Bangladesh.FindingsThe key finding is that all CRM components (customer orientation, customer advocacy and customer knowledge) except customer engagement have positive impact on customer loyalty. Moreover, customer trust only moderates the relationship between customer knowledge and customer loyalty, whereas other CRM components and customer loyalty do not moderate by trust.Originality/valueThe findings of the study add to the substantial pool of knowledge on CRM components, customer trust and customer loyalty literature. More specifically, the moderating role of customer trust between customer knowledge and customer loyalty is the novel contribution of this research which will enrich the existing CRM literature particularly in the banking sector of Bangladesh.

scholarly journals Managing servitization in product companies: the moderating role of service suppliers

2019 ◽  
Vol 39 (1) ◽  
pp. 43-74 ◽  
Author(s):  
Néstor F. Ayala ◽  
Wolfgang Gerstlberger ◽  
Alejandro G. Frank
Keyword(s):  
Cross Sectional ◽  
Content Type ◽  
Quantitative Studies ◽  
Product Service ◽  
Service Oriented ◽  
The Impact ◽  
The Relationship ◽  
A Company ◽  
Moderating Role

PurposeThe purpose of this paper is to study service innovation in product companies (servitization) by considering the relationship (moderation) between product companies and service suppliers.Design/methodology/approachUsing a relational view of the firm, the authors propose that there are three main business dimensions that product companies have to manage in servitization and that the support of service suppliers can moderate the effects of these dimensions on the benefits obtained from the product–service system (PSS) delivered. To test these hypotheses, the authors perform a cross-sectional quantitative survey in 104 Brazilian and Italian product companies.FindingsThe findings show that the three business dimensions are important for servitization while there is a trade-off decision regarding service suppliers’ support since suppliers act differently depending on the PSS orientation (product- or service-oriented).Research limitations/implicationsThe work is limited to the analysis of what should change in a company during servitization and the impact of supplier’s support. Further research is needed to complement this study by analyzing the process and context of the organizational change.Practical implicationsThe research contributes an understanding about how the benefits practitioners can obtain from servitization are strongly influenced by the support of service suppliers and how this influence depends on the PSS orientation of the product company.Originality/valueThis is one of the first quantitative studies to provide evidence of how service suppliers’ involvement affects different servitization business dimensions and the obtained benefits for both product- and service-oriented outputs.

Revisiting the role of inflation in financial development: unveiling non-linear and moderating effects

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kizito Uyi Ehigiamusoe ◽  
Suresh Narayanan ◽  
Wai-Ching Poon
Keyword(s):  
Linear Relationship ◽  
Financial Development ◽  
Inflation Rate ◽  
Content Type ◽  
Non Linear ◽  
The Impact ◽  
The Relationship ◽  
Moderating Role ◽  
Country Specific

PurposeThis paper aims to examine the non-linear impact of inflation on financial development, and the moderating role of GDP in the relationship between inflation and financial development in a panel of 125 countries.Design/methodology/approachIt employs the dynamic common correlated effects (CCE) that can control for heterogeneity and cross-sectional dependence. This technique enables us to conduct both panel and country-specific analyses.FindingsThough there is no significant evidence that inflation has a non-linear impact on financial development in the panel, the country-specific estimations reveal that inflation has a non-linear impact on financial development in 66 countries. The results also show that GDP mitigates the detrimental effect of inflation on financial development in 45 countries. An insight into the non-linear relationship between inflation and financial development is crucial for policy decision-making. Besides, knowledge of the moderating role of GDP in the relationship between financial development and inflation is fundamental for policy formulations.Originality/valueAlthough the extant literature has shown that the inflation rate plays a negative role in financial development, the literature overlooked the non-linear relationship between the two variables. Besides, the studies have not considered the role of GDP in moderating the impact of the inflation rate on financial development. This study fills these gaps in the existing body of finance literature.

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