Differentiating customer engaging behavior by targeted benefits – an empirical study

2016 ◽  
Vol 33 (7) ◽  
pp. 528-538 ◽  
Author(s):  
Corina Braun ◽  
Verena Batt ◽  
Manfred Bruhn ◽  
Karsten Hadwich
Keyword(s):  
Customer Value ◽  
Business Performance ◽  
Empirical Studies ◽  
Research Field ◽  
Customer Engagement ◽  
Content Type ◽  
Customer Interaction ◽  
Behavior Types ◽  
The Relationship ◽  
A Company

Purpose Relationship marketing scholars and managers have recognized the potential of customer engagement to enhance business performance and customer value. Therefore, the purpose of this paper is to examine the effects that different types of customer engagement behaviors have on their perceived benefits. Design/methodology/approach The authors conducted two empirical studies. In the first step, 69 in-depth interviews were held to identify important customer engagement behaviors and targeted benefits. Then, in the second step, a quantitative study with 255 participants was used to match the identified customer engagement behaviors with the targeted benefits. Findings The results reveal that there are three aggregated types of customer engagement behaviors (“value creation-focused customer engagement”, “online-focused customer engagement” and “customer-to-customer interaction-focused customer engagement”). These types of customer engagement behaviors lead to different targeted benefits (social, relationship, autonomous, economic, altruistic and self-fulfillment benefits). Research limitations/implications A consideration of the influencing factors of the different customer-engagement-behavior types, including customers’ motives for their engagement with a company, would potentially enhance the findings. Furthermore, a closer investigation of the relationship between socio-demographic characteristics and customer engagement types can also provide deeper insights into the reasons for engaging with a certain firm or brand. Practical implications The findings provide managers with information on how to segment customers according to their customer engagement type and associated benefits and thereby enable them to manage customer engagement behaviors more profitably. Originality/value The results make a key contribution to the emerging research field of customer engagement by gaining deeper insights into the benefits associated with different customer engagement behaviors. It becomes clear that different customer engagement types aim at receiving various benefits.

Drivers, types and value outcomes of customer-to-customer interaction

2018 ◽  
Vol 28 (6) ◽  
pp. 710-732 ◽  
Author(s):  
Kristina Heinonen ◽  
Elina Jaakkola ◽  
Irina Neganova
Keyword(s):  
Customer Value ◽  
Empirical Studies ◽  
Service Research ◽  
Future Research ◽  
Content Type ◽  
Integrative Framework ◽  
Customer Interaction ◽  
Interaction Research ◽  
Practical Implications

PurposeCustomer-to-customer (C2C) interaction plays a significant role in service. The purpose of this paper is to identify the drivers that motivate customers to interact with other customers, the interactions through which customers affect other customers and the value outcomes of C2C interactions for the participants.Design/methodology/approachThe paper is based on a systematic literature review of C2C interactions. The authors analyzed 142 peer-reviewed articles to synthesize existing knowledge about C2C interactions. A generic value framework is used to categorize earlier research and reveal areas for further research.FindingsThe main outcome of this study is an integrative framework of C2C interaction that bridges C2C interactions and customer value. The findings indicate customer-, firm- and situation-induced drivers of C2C interactions. Outcome- and process-focused C2C interactions are identified to result in functional, emotional and social value outcomes. Avenues for additional research to explore issues related to current technology-saturated service settings are proposed.Research limitations/implicationsThe paper proposes an agenda for future research to extend the C2C interaction research domain and explore how such interactions create value for the customer. The role of the service provider is not explicitly addressed but is an important area for further research.Practical implicationsCompanies can use the framework to understand how they can become involved in and support beneficial C2C interaction.Originality/valueThis paper reviews empirical studies on C2C interaction, offering a systematic review of C2C interaction and producing an integrative framework of C2C interaction. It identifies a research agenda based on the framework and on topical issues within service research and practice.

Assessing the mediating effect of sustainable competitive advantage on the relationship between organisational innovativeness and firm performance

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Vural Çağlıyan ◽  
Melis Attar ◽  
Aleem Abdul-Kareem
Keyword(s):  
Firm Performance ◽  
Competitive Advantage ◽  
Customer Value ◽  
Business Performance ◽  
Mediating Effect ◽  
Survey Method ◽  
Sustainable Competitive Advantage ◽  
Content Type ◽  
Theoretical Contribution ◽  
The Relationship

Purpose This study aims to assess the mediating effect of sustainable competitive advantage (SCA) on the relationship between organisational innovativeness (OI) and performance of small- and medium-sized enterprises (SMEs) operating in Konya, Turkey. Design/methodology/approach A survey method is used to collect the necessary data for this research. A total of 264 respondents from 83 SMEs partook in the study. In choosing the sample size, both purposive sampling and simple random techniques are used. The data gathered are analysed using SPSS program and Hayes PROCESS macro v.3.4.1. Findings The results of the analyses reveal that OI has a statistically significant positive effect on SCA and firm performance (FP). Moreover, SCA is found to have a mediating effect on the relationship between OI and FP. Practical implications Policymakers and management of SMEs need to show great commitment to innovativeness and relate it to SCA to create superior customer value, thereby leading to a holistic and long-term FP. Originality/value This study brings to the fore empirical evidence on how SCA serves as a mediator between OI and FP. It also contributes to the literature by focusing on three distinct but related variables. The study makes theoretical contribution by highlighting the role of the resource-based theory in enhancing business performance and SCA through strategic internal resources and innovative activities.

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.

Digital transformation: opportunities to create new business models

2012 ◽  
Vol 40 (2) ◽  
pp. 16-24 ◽  
Author(s):  
Saul J. Berman
Keyword(s):  
Value Chain ◽  
Customer Value ◽  
Business Models ◽  
Customer Engagement ◽  
Content Type ◽  
Open Collaboration ◽  
Customer Interaction ◽  
New Business ◽  
Value Propositions ◽  
New Business Models

PurposeAccording to IBM research, companies seeking opportunities in an era of constant customer connectivity focus on two complementary activities: reshaping customer value propositions and transforming their operations using digital technologies for greater customer interaction and collaboration. This paper aims to address this issue.Design/methodology/approachThe paper explains that businesses aiming to generate new customer value propositions or transform their operating models need to develop a new portfolio of capabilities for flexibility and responsiveness to fast‐changing customer requirements.FindingsThe paper finds that engaging with customers at every point where value is created is what differentiates a customer‐centered business from one that simply targets customers well. Customer interaction in these areas often leads to open collaboration that accelerates innovation using online communities.Practical implicationsCompanies focused on fully reshaping the operating model optimize all elements of the value chain around points of customer engagement.Originality/valueThe article explains how companies with a cohesive plan for integrating the digital and physical components of operations can successfully transform their business models.

scholarly journals When leaders forgive: encouraging radical innovation in more altruistic organizations

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Francisco Fermín Mallén-Broch ◽  
Emilio Domínguez-Escrig
Keyword(s):  
Business Performance ◽  
Design Methodology ◽  
Organizational Context ◽  
Explanatory Variable ◽  
Empirical Studies ◽  
Radical Innovation ◽  
Structural Equations ◽  
Content Type ◽  
The Relationship

PurposeThere is general agreement on the importance of innovation to improve business performance and competitiveness. In recent years, many studies have sought to unravel what conditions are conducive to innovation. Following this trend, the present study seeks to broaden the understanding of the antecedents of radical innovation. To this end, and drawing on positive organizational psychology, the study focuses on the role of leaders and the importance of improving working conditions within companies, favoring innovation in more respectful and prosocial organizations.Design/methodology/approachThe study provides, through structural equations, empirical evidence of the relationship between leader's forgiveness and radical innovation, using altruism as an explanatory variable. The study was conducted in a population of 11,594 Spanish companies. A sample frame of 554 questionnaires from 277 different firms was obtained.FindingsResults confirm the hypotheses proposed in the model. Forgiveness, analyzed as a leader behavior, promotes altruism within companies and, in turn, radical innovation.Originality/valueThis is one of the few empirical studies that analyzes the consequences of leader's forgiveness in the organizational context.

Integrating social issues and customer engagement to drive loyalty in a service organisation

2015 ◽  
Vol 29 (6/7) ◽  
pp. 547-559 ◽  
Author(s):  
Ingrid M. O'Brien ◽  
Wade Jarvis ◽  
Geoffrey N. Soutar
Keyword(s):  
Social Issue ◽  
Social Issues ◽  
Empirical Studies ◽  
Customer Engagement ◽  
Internet Service ◽  
Content Type ◽  
Service Organisation ◽  
Csr Strategy ◽  
Corporate Social ◽  
The Relationship

Purpose – The paper aims to measure and identify customer preference for social issues and understand the importance of customer engagement when service organisations implement corporate social responsibility (CSR) programmes. Design/methodology/approach – Developing a relevancy/scope typology framework, this paper then examines the relationships between social issues preference, engagement and loyalty. The models were estimated to assess the role engagement played in the relationship between CSR issue preference and loyalty. The sample was obtained from customers who used a large national Australian Internet service provider. Findings – Local and global CSR issues relevant to the organisation were most preferred, while engagement had the strongest, positive effect on loyalty and was a full mediator of the relationship between CSR issue preference and loyalty. Practical implications – Service organisations should direct their CSR efforts towards addressing social issues that are relevant to their business, and obtaining customer engagement is imperative if they wish to improve loyalty. Social implications – Providing greater clarity on how organisations can improve loyalty from CSR programmes will increase the likelihood of organisations investing their resources towards addressing social issues. Originality/value – Few empirical studies have identified which social issues are the most preferred by customers. The development of a social issue typology and the testing of the relationships between social issue preference, engagement and loyalty provides empirical evidence of how a CSR strategy can improve loyalty.

Interlinkages between coopetition and organisational innovation in Europe

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Julio Navío Marco ◽  
Raquel Ibar-Alonso ◽  
Maria Bujidos-Casado
Keyword(s):  
Employee Training ◽  
Likelihood Estimation ◽  
Research Field ◽  
Content Type ◽  
Organisational Innovation ◽  
Analysis Technique ◽  
Using Data ◽  
The Relationship ◽  
A Company

Purpose The purpose of this paper is to analyse the relationship between coopetition and organisational innovation in EU countries. As coopetition is usually studied from an inter-company perspective, this work looks in detail at the “ad intra” dynamics of the coopeting companies to understand how they adjust their organisation or implement organisational innovation to successfully adopt this original approach. Design/methodology/approach Using data from the Eurostat (CIS2014), this research offers a quantitative study into coopeting companies, relating coopetition to organisational innovation. The analysis technique used in this study is logistic regression with maximum likelihood estimation, where the dependent variable is the location of the coopeting companies. Findings The findings highlight specific characteristics and differences according to whether a company coopetes domestically or in other more complex geographic environments. It also incorporates variables into the analysis, such as the use of price marketing, employee training and company size. Originality/value This study provides insights into the relationship between coopetition and organisational innovation, in a research field that usually focusses on inter-company analysis. Several little-studied factors are included in the analysis, such as the role of employee qualifications and differences in coopetition in different geographic areas. The authors observe that, in certain locations, coopetition could be related to a “market entry” effect.

scholarly journals Competence development and performance among Swedish micro firms

2014 ◽  
Vol 38 (3) ◽  
pp. 162-179 ◽  
Author(s):  
Darush Yazdanfar ◽  
Saeid Abbasian ◽  
Carina Hellgren
Keyword(s):  
Training Program ◽  
Business Performance ◽  
Competence Development ◽  
Seemingly Unrelated Regression ◽  
Company Performance ◽  
Business Training ◽  
Content Type ◽  
Performance Variables ◽  
The Relationship ◽  
A Company

Purpose – This study examines the association between performance and competence development among Swedish micro firms, measured as number of hours per person a company allocates annually to competence development. Design/methodology/approach – A panel dataset consisting of around 395 firms will be analyzed using seemingly unrelated regression-model (SUR-model) for relationships between the hours allocated to competence development and various proxies for business performance, and the relationship between attending a business training program and various proxies for business performance. Findings – The empirical results are mixed showing a positive association between owners' attendance on a business training program and company performance merely with regard to four performance variables: better job satisfaction within a company, increased number of employees, organizational improvements and increased exports. However, the findings provide no evidence to suggest that there is a link between competence development and other performance variables. Practical implications – The present study provides a better understanding of the relationship between company performance and competence development. An investment in entrepreneur training and education could ensure the improvement of the performance of micro firms. This implication is especially relevant to firms in such industries as the service sectors, which are highly competitive. Originality/value – This study is based on a unique sample including many relevant variables, compared to previous researches. To the authors' best knowledge, this study is the one of the first empirical investigations focusing on this issue in the Swedish context.

Customer engagement in CSR: a utility theory model with moderating variables

2017 ◽  
Vol 27 (4) ◽  
pp. 833-853 ◽  
Author(s):  
Wade Jarvis ◽  
Robyn Ouschan ◽  
Henry J. Burton ◽  
Geoffrey Soutar ◽  
Ingrid M. O’Brien
Keyword(s):  
Customer Loyalty ◽  
Customer Value ◽  
Structural Equation ◽  
Utility Theory ◽  
Theory Model ◽  
Customer Engagement ◽  
Content Type ◽  
Moderating Variables ◽  
The Impact ◽  
The Relationship

Purpose Both customer engagement (CE) and corporate social responsibility (CSR) have been linked to customer loyalty. Past studies use service dominant logic and customer value co-creation to explain this relationship. The purpose of this paper is to apply utility theory to develop and test a new theoretical model based on CSR initiative preference to understand the relationship between CE and customer loyalty to the organisation in a CSR platform. Design/methodology/approach This empirical study uses choice theory in the form of best-worst scaling, and structural equation modelling, to measure the impact of sports club members’ choice preferences for a range of CSR initiatives on their intention to engage with the initiative and subsequent loyalty to the club. Findings This study highlights the importance of engaging members in the CSR strategy they prefer as it enhances not only the extra value to the organisation via customer loyalty to the organisation, but also CE with the organisation. Furthermore, the study reveals age and gender impact on the relationship between CE in CSR initiatives and customer loyalty. Originality/value This study extends CE to CSR behaviours and provides empirical evidence for a unique theoretical framework of CE based on utility theory. It also highlights the need to take into account moderating variables such as customer demographics.

Dave Snowden on KM and big data/analytics: interview with David J. Pauleen

2017 ◽  
Vol 21 (1) ◽  
pp. 12-17 ◽  
Author(s):  
David J. Pauleen
Keyword(s):  
Big Data ◽  
Data Analytics ◽  
Big Data Analytics ◽  
Theory And Practice ◽  
Content Type ◽  
Face To Face ◽  
The Relationship ◽  
A Company ◽  
Practical Implications ◽  
Scientific Officer

Purpose Dave Snowden has been an important voice in knowledge management over the years. As the founder and chief scientific officer of Cognitive Edge, a company focused on the development of the theory and practice of social complexity, he offers informative views on the relationship between big data/analytics and KM. Design/methodology/approach A face-to-face interview was held with Dave Snowden in May 2015 in Auckland, New Zealand. Findings According to Snowden, analytics in the form of algorithms are imperfect and can only to a small extent capture the reasoning and analytical capabilities of people. For this reason, while big data/analytics can be useful, they are limited and must be used in conjunction with human knowledge and reasoning. Practical implications Snowden offers his views on big data/analytics and how they can be used effectively in real world situations in combination with human reasoning and input, for example in fields from resource management to individual health care. Originality/value Snowden is an innovative thinker. He combines knowledge and experience from many fields and offers original views and understanding of big data/analytics, knowledge and management.

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