Actor engagement in online health communities

2019 ◽  
Vol 13 (4) ◽  
pp. 500-515 ◽  
Author(s):  
Michael Stadtelmann ◽  
Herbert Woratschek ◽  
Christina Diederich
Keyword(s):  
Online Communities ◽  
Customer Orientation ◽  
Service Providers ◽  
Healthcare Sector ◽  
Customer Engagement ◽  
Theory Approach ◽  
Content Type ◽  
Health Community ◽  
Health Communities

Purpose This study aims to deal with actor engagement practices and identifies different roles in actor engagement (AE), using the service-dominant logic (S-D logic) literature and the pivotal concept of value co-creation within the frame of engagement platforms. Design/methodology/approach The context of this research is an online health community, provided by a pharmaceutical firm, which moderates the interaction between its members. The authors use a grounded theory approach with the methodology of netnography. These research are based on the approaches of ethnography and is a suitable qualitative method for analyzing human behavior in certain situations. Findings The results indicate that customers and/or actors operate as resource integrators in the perspective of S-D logic. Independent social and economic actors adopt both the roles of service providers and service beneficiaries in a reciprocal manner. Value co-creation in online communities based on practices, which actually define the respective role. Three main engagement practices are identified: information-, advising- and empathy-practices. Research limitations/implications The findings point to the importance of the dynamic and interactive concept of actor engagement and present a clearer understanding of customer, who act both in provider- and beneficiary-roles. However, it becomes evident that a customer orientation should address the actor playing a beneficiary-role, who uses (or selects) the value proposition, and not actors who play the role of financial resources provider. Originality/value In recent years, the construct of AE, and, in particular, customer engagement have been established both in theory and in practice. However, there are few empirical research publications so far, that try to explain engagement practices in online communities, especially in the healthcare sector.

The architecture of the phygital customer journey: a dynamic interplay between systems of insights and systems of engagement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Cristina Mele ◽  
Tiziana Russo-Spena
Keyword(s):  
Qualitative Method ◽  
Service Providers ◽  
Customer Engagement ◽  
Theory Approach ◽  
Customer Journey ◽  
Content Type ◽  
Smart Technologies ◽  
Grounded Theory Approach ◽  
Practical Implications ◽  
Dynamic Interplay

Purpose This paper aims to focus on how companies shape the architecture of a phygital customer journey through the exploitation of smart technologies. Design/methodology/approach The research adopts a qualitative method using a grounded theory approach involving leading players in digital customer solutions and service providers from different industries. Findings The shaping of the architecture of the phygital customer journey comes from the interplay between systems of insights and systems of engagement activated by multiple customer-provider interactions in an entanglement of physical and digital contexts. Practical implications Companies need to design a blended approach to bridge disconnected contexts, capture new opportunities and provide customer engagement along the entire journey. Originality/value This study depicts the “phygital customer journey” under systems of insights and systems of engagement: These systems operate as dynamic architectures to capture insights and engage customers.

The influence of personal motivation and environmental stimuli on customer participation and engagement behavior: the mediating role of experience evaluation

2020 ◽  
Vol 11 (4) ◽  
pp. 643-666
Author(s):  
Lingyun Guo ◽  
Xiayu Hu ◽  
Xuguang Wei ◽  
Xiaonan Cai
Keyword(s):  
Service Providers ◽  
Customer Participation ◽  
Customer Engagement ◽  
Personal Factors ◽  
Content Type ◽  
Environmental Stimuli ◽  
Mediating Role ◽  
Personal Motivation ◽  
Engagement Behavior

Purpose This paper aims to help hosts or service providers of sharing economy-based accommodation (SEA) to attract new customers and retain existing customers by exploring the antecedents and outcomes of customers’ participation intention. Design/methodology/approach A questionnaire-based empirical study was conducted to explore the proposed relationships in SEA. Partial least squares modeling with SmartPLS was used to estimate the model and interpret the results. Findings The study shows that personal factors (utilitarian and hedonic motivation) positively influence customers’ participation intention. The relationship between environmental stimuli (perceived information fit-to-task and perceived visual appeal) and participation intention is negatively moderated by hedonic motivation. Furthermore, the results suggest a positive effect of participation intention on customer engagement behavior and the partial mediating role of experience evaluation. Practical implications This paper provides industry practitioners of SEA with valuable insights on attracting new customers and retaining regular customers. First, they can distinguish customers in terms of motivation and provide information based on their requirements. Second, they can encourage customers to evaluate their experience and provide feedback, which would help in promoting the accommodation and service and building a long-term and harmonious relationship with the customers. Originality/value This study first investigates the interaction effect of personal motivation and environmental stimuli on participation intention in SEA. It further examines the influence of participation intention on customer engagement behavior and the mediating role of experience evaluation.

Examining the role of customer engagement in augmenting referral value

2019 ◽  
Vol 29 (5/6) ◽  
pp. 539-564
Author(s):  
Gurjeet Kaur Sahi ◽  
Rita Devi ◽  
Satya Bhusan Dash
Keyword(s):  
Social Exchange ◽  
Service Provider ◽  
Structural Equation ◽  
Service Providers ◽  
Reliability And Validity ◽  
Customer Engagement ◽  
Motivation Theory ◽  
Content Type ◽  
The Impact

Purpose The purpose of this paper is to examine the impact of a customer engagement-enabling platform on a value captured by the firm and value acquired by the customer. It explores the relevance of relational and expertise value for customers during the engagement process so as to ensure positive referrals about the service provider. Design/methodology/approach Using a sample of 482 students, the study examines the customer engagement efforts of professional institutes that provide training to prepare for the civil service examinations of the Union Public Service Commission. The survey is confined to central areas of New Delhi, India. Statistical techniques including confirmatory factor analysis and structural equation modelling are used to analyse the data, and reliability and validity tests are performed. Findings The findings reveal the indispensable role of service providers as creators of a meaningful effective learning process and of interpersonal relations with customers for generating more business through customer referrals. Research limitations/implications The study validated the moderating role of relational value between customers’ expertise value and their referrals on the basis of motivation theory, which asserts that customers’ motivation to contribute to the organisation is driven by the individuals’ extrinsic relational need for belongingness, acceptance by like-minded individuals, and feedback, recognition and respect from employees of the organisation. Originality/value The study contributes to the existing literature by integrating the well-developed social exchange and motivation theory so as to investigate the factors that propel customers’ positive word of mouth for the service provider.

Unleashing hidden potential: customer engagement in modular service innovation

2018 ◽  
Vol 10 (4) ◽  
pp. 334-348 ◽  
Author(s):  
Nofie Iman
Keyword(s):  
Service Providers ◽  
Customer Engagement ◽  
Content Type ◽  
Product Modularity ◽  
Process Variety ◽  
Product And Process ◽  
Services Innovation ◽  
Crossing Point ◽  
Practical Implications

Purpose This paper aims to explore the role of customer engagement during the production of services in a modular innovation. Modularity can be used to explain the structure and relationship in services innovation. Design/methodology/approach The authors explore the theory of modularity focussing on the context of consumer engagements. They adopted ideas from product modularity and approach services using modular principle. Findings Contrary to the extant literature, the authors are content that the transactions between the participants were mainly conducted at thick crossing points. By focusing on thin crossing point, the service provider will achieve better overall service structure. Research limitations/implications There is a need to focus on specifying interface to define how service modules and service providers interact with the customer within the service. Practical implications By engaging customer, modular principle can help firms achieve cost efficiency, higher product and process variety, as well as better response to individual customer needs. Originality/value This paper scrutinises the engagement of customer and conceptualises the role of customer in modular innovations that have been previously neglected.

Cognitive absorption and behavioural intentions in virtual health communities

2019 ◽  
Vol 21 (1) ◽  
pp. 122-145
Author(s):  
Mercy Mpinganjira
Keyword(s):  
Technology Acceptance ◽  
Structural Equation ◽  
Perceived Usefulness ◽  
Content Type ◽  
Behavioural Intentions ◽  
Health Community ◽  
Cognitive Absorption ◽  
Health Communities ◽  
Virtual Health Communities

Purpose This paper aims to provide a conceptual model that elucidates the role of cognitive absorption in explaining behavioural intentions in virtual health communities. Design/methodology/approach Data were collected from 361 contributing members of virtual health communities from Gauteng, South Africa, using a structured questionnaire. Structural equation modelling using AMOS software was used to analyse the data. Findings The findings show that cognitive absorption has a significant direct positive influence on content posters’ intentions to continue participating on virtual health community platforms. Cognitive absorption was also found to have an indirect influence on behavioural intentions through its influence on members’ attitude. It was also found to play a mediating role in the influence of perceived usefulness and behavioural intention. Research limitations/implications The study shows the value of linking flow theory and the technology acceptance model to provide a comprehensive understanding of behavioural intentions in virtual health community forums. Practical implications Managers of virtual health communities need to pay attention to experiential aspects of their sites. Success in ensuring that community members are cognitively absorbed is key to the development of positive attitude and intentions towards virtual health community forums. Originality/value Virtual health communities play a new and growing role in the way health-related information and support is offered and accessed by those in need. Despite their importance, not much research has been done to explain the role of consumer experience in member behavioural intentions on such forums. The study contributes to this understanding by demonstrating the value of cognitive absorption in directly explaining users’ attitude and behavioural intentions. The study also sheds light on the role played by cognitive absorption in explaining the influence of perceived usefulness on behavioural intentions.

Beyond social capital: a capability approach to understanding Refugee Community Organisations and other providers for “hard to reach” groups

2014 ◽  
Vol 10 (2) ◽  
pp. 61-72 ◽  
Author(s):  
Jennifer Clarke
Keyword(s):  
Capability Approach ◽  
Service Providers ◽  
Structured Interviews ◽  
Content Type ◽  
Refugee Community ◽  
Community Organisations ◽  
Purposive Sample ◽  
The Capability Approach

Purpose – The purpose of this paper is to explore the value of the “capability approach” as an alternative framework for understanding and conceptualising the role of Refugee Community Organisations (RCOs) and other providers for groups conventionally considered “hard to reach”. Design/methodology/approach – A study of the education services of RCOs, drawing primarily on semi-structured interviews with 71 users, is put forward as a case study for how the capability approach can be operationalised. Findings – The capability approach is found to offer various valuable insights, relating to its appreciation of the multi-dimensional nature of human wellbeing, the significance of individual diversity, and the importance of human agency. Research limitations/implications – The case study is based on a relatively small purposive sample, and may have limited external validity. As the research design proved strong for exploring how RCOs develop their users’ capabilities but weak for exploring if and how they may also constrict them, further research in this area is required. Practical implications – A number of valuable attributes of the capability approach are highlighted for broadening the understanding, the role of RCOs and other service providers. Social implications – The paper outlines the potential of the capability approach to contribute to policymaking related to RCOs and other providers, and to debates relating to social exclusion, cohesion and integration. Originality/value – The paper draws attention to the value of the capability approach within the field of migration research.

Re-conceptualising call-centres as sites of control: the insider perspective

2014 ◽  
Vol 48 (1/2) ◽  
pp. 25-46 ◽  
Author(s):  
Edward Kasabov ◽  
Anna C.C.C. da Cunha
Keyword(s):  
Design Methodology ◽  
Customer Orientation ◽  
Practical Importance ◽  
Call Centre ◽  
Structured Interviews ◽  
Content Type ◽  
Call Centres ◽  
Customer Dissatisfaction ◽  
Customer Centricity

Purpose – The role of call-centres during service recovery has attracted much attention in research. However, marketers know less about controlling customers during recovery interactions and consequences of such control. In order to address this gap and empirically ascertain whether service interactions are marked by customer centricity or by employees exerting control over customers, the aim of the authors was to organise an empirical research in two Brazilian call-centres. Design/methodology/approach – The research consisted of direct, open observation and 33 semi-structured interviews with insiders (call-centre managers, supervisors and operatives). Findings – Four key findings emerged during interviews with insiders. First, control over customers may be more widely practiced than assumed in certain sections of marketing academe. Second, such control is viewed positively by call-centre insiders and is sanctioned by management. Third, control does not disempower and demoralise call-centre staff but protects operatives. Finally, control does not seem to unavoidably generate lasting customer dissatisfaction. These findings are incorporated in a framework of call-centre management which incorporates control through scripting. Research limitations/implications – The discussion calls for the revisit of certain marketing concepts and philosophies, including customer orientation, by demonstrating that control over customers is practised and should not be viewed negatively or avoided altogether in practice and as a topic of analysis. A re-conceptualisation of call-centres as sites of control over customers is proposed. Originality/value – Control and power are rarely analysed in services marketing. This is one of a few studies that makes sense of providers' (insiders') viewpoints and argues that control may play a constructive role and should be seen as a legitimate topic of services and call-centre analysis. As such it addresses a question of intellectual and practical importance which is rarely discussed and may be viewed as incongruous with an age when customers are assumed to have rights.

The effects of cruise attributes on impulse buying behavior: the mediating role of impulsive buying tendency

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jookyung Kwon ◽  
Jiseon Ahn
Keyword(s):  
Service Providers ◽  
Equation Modeling ◽  
Impulse Buying ◽  
Buying Behavior ◽  
Content Type ◽  
Mediating Role ◽  
Impulsive Buying ◽  
Positive Direct ◽  
The Relationship

Purpose This study aims to examine the effects of cruise attributes on impulse buying of service customers through impulsive buying tendency. Specifically, this study investigates whether service attributes (variety of selection and price) influence the impulsive buying behavior of customers by stimulating their impulsive buying tendency. Design/methodology/approach Partial least squares-structural equation modeling was used to test the hypothesis using a sample of 143 cruise customers. Mediating analysis was conducted to examine whether customer personal traits (impulsivity) mediated the relationship between service attributes and impulsive buying behavior. Findings The findings showed that price attributions had a significant positive direct impact on impulsive buying tendency and behavior, while a variety of selections had a significant direct effect on impulse buying behavior. The results revealed a significant mediating role of impulsive buying tendency in the relationship between price attributions and impulse buying. Originality/value Although studies on the decision-making style of service customers have been widely discussed, a limited number of studies has examined customers’ impulsive buying behavior in the service sector. Considering the importance of impulsive purchasing as a valuable marketing tool, the results of this study can help service providers and researchers enhance their knowledge of the mechanism of impulse buying behavior.

Not your typical “historian”

2018 ◽  
Vol 27 (5) ◽  
pp. 523-533
Author(s):  
Adrienne Lefevre ◽  
Madison Walter-Garcia ◽  
Kimberly Hanson ◽  
Julia Smith-Easley
Keyword(s):  
Public Health ◽  
Lessons Learned ◽  
Incident Management ◽  
Public Health Response ◽  
Content Type ◽  
Incident Command ◽  
Health Community ◽  
Health Response ◽  
Decision Making Processes

Purpose In the incident command system (ICS) structure, response documentation is formally found within the planning section. However, longer term emergency responses have demonstrated the need for a flexible and innovative role that encompasses a variety of activities, including response documentation, communications science, real-time evaluation of major themes, and information management. The paper aims to discuss this issue. Design/methodology/approach This need can be universally met through the functional role of “Historian,” a term specific to ICS, or in the case of public health response, incident management system (IMS). It should be noted that the Historian role discussed is not related to the academic study of history, but to archiving key successes and challenges during a response. Ideally the Historian should be activated at the start of an emergency response and remain active to capture the overall picture of the response, including internal information, such as lessons learned, response activities, and decision-making processes. Findings The Historian compiles details of response activities that inform leadership, donors and external communications products while alleviating pressures on the planning section. The primary, minimum output of an IMS Historian is a response timeline, which notes major internal and external events during a response with emphasis on major themes, lessons learned, and creating a user-friendly interface to display this information (see the list “Abbreviated Example of Hurricane Matthew Response Timeline” in the text). Originality/value In a world with competing priorities and ongoing emergencies, the Historian’s role of archiving details of response efforts can help the international public health community to share lessons learned and contribute to lower morbidity and mortality among those affected by emergencies.

Explaining the role of trust in cloud computing services

Info ◽  
2015 ◽  
Vol 17 (1) ◽  
pp. 54-67 ◽  
Author(s):  
Joseph Kwame Adjei
Keyword(s):  
Cloud Computing ◽  
Financial Institutions ◽  
Service Providers ◽  
Sampling Technique ◽  
Content Type ◽  
Computing Services ◽  
Cloud Computing Service ◽  
Cloud Computing Services ◽  
Selection Of

Purpose – The purpose of this paper is to explain the role of trust in cloud computing services based on empirical evidence from interviewing executives of financial institutions in Ghana. The paper answers the questions: what is the role of trust in cloud computing service acquisition, and what policies promote trusted cloud computing services? Design/methodology/approach – This is an explanatory paper that is based on literature review and empirical data on exploring reasons for cloud computing service acquisitions. A combination of interviews and focus group discussions was used as methods for data collection. Information technology and electronic banking executives of five major commercial banks in Accra, Ghana, between January and July 2013 were interviewed. A total of ten respondents were interviewed, two in each of the selected banks. A purposive sampling technique was used in the selection of informants. This approach allows the selection of qualified informants to ensure extensiveness and diversity of opinion. Findings – Although previous literature proffers various factors as key to cloud computing adoption, uses or provisioning, this study brings trust to the fore as an imperative for cloud computing service acquisition by financial institutions. It also shows that trust increases if users perceive that cloud computing service providers act in honesty and in users’ interest, making trust a fundamental factor that informs financial institutions’ decision to acquire cloud computing services. Research limitations/implications – The research introduces a new dimension about the widely held perceptions of the factors that influence adoption of cloud computing services. Practical implications – Developers of cloud computing solutions that are targeted at corporate users must focus on systems that enhances their trustworthiness, as it is a primary criteria for user buy-in. Similarly, any trust-building effort by cloud computing service providers minimizes users’ concerns and pushes the services providers closer to the trust threshold. Originality/value – The paper outlines the trust factors that are imperative for cloud computing uses by financial institutions. This is one of the pioneering papers that address trust issues in cloud computing from the perspective of financial institutions.

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