Determinants of negative customer engagement behaviours

2019 ◽  
Vol 34 (2) ◽  
pp. 117-135 ◽  
Author(s):  
Diem Khac Xuan Do ◽  
Kaleel Rahman ◽  
Linda J. Robinson
Keyword(s):  
Conceptual Framework ◽  
Customer Engagement ◽  
Positive Information ◽  
Content Type ◽  
Moderating Variables ◽  
Mediating Role ◽  
Expectancy Disconfirmation ◽  
Brand Perception ◽  
Psychology Literature

Purpose Understanding negative customer engagement is important as it is argued that negative information has a stronger impact on a customer’s brand perception and purchase decision than that of positive information. Hence, this paper aims to propose new determinants of negatively valenced customer engagement, including disengaged and negatively engaged behaviours in a service consumption context and explore under what conditions customers display disengaged or negatively engaged behaviours. Design/methodology/approach This study incorporates justice theory, expectancy disconfirmation theory and psychology literature to propose determinants of negative customer engagement behaviours. Findings A conceptual framework is developed that proposes customer perceived justice and negative disconfirmation as determinants of negative customer engagement via the mediator of customer outrage. Moderating variables, include self-esteem, self-efficacy, altruism and vengeance; are also proposed to affect disengaged/negatively engaged behaviours. Originality/value This study is the first to specify the underlying reasons of negative customer engagement by establishing the conceptual linkages between negative disconfirmation, justice and negative customer engagement via the mediating role of customer outrage. Further, customer resources are used to understand disengaged/negatively engaged behaviours. In doing so, this study views negative customer engagement from the perspective of a customer’s internal response to the trigger experience, rather than the experience itself. Thus, this study contributes to literature on customer engagement by developing a conceptual framework that illustrates the underlying cognitive and affective responses that drive negative customer engagement behaviours.

Examining the mediating role of social interactivity between customer engagement and brand loyalty

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ding Hooi Ting ◽  
Amir Zaib Abbasi ◽  
Sohel Ahmed
Keyword(s):  
Brand Loyalty ◽  
Market Competition ◽  
Decision Makers ◽  
Customer Engagement ◽  
Consumer Engagement ◽  
Content Type ◽  
Mediating Role ◽  
Engagement Behavior ◽  
Social Interactivity

PurposeThis study aims at identifying and examining the mediating role of customer engagement behavior and social interactivity onbrand loyalty.Design/methodology/approachA correlational study design was adopted in this study to collect data (online survey) from 400 online participants active on Facebook pages.FindingsEmpirical results reveal that there is a significant and positive impact of social interactivity on consumer engagement behavior and brand loyalty.Research limitations/implicationsThe findings would help decision makers to make useful decisions in their everyday work practices, which would ultimately increase the market competition of brands.Practical implicationsDecision makers should focus on the entertainment and interactivity levels in advertisement designs that would allow customers to perceive the novelty of advertising.Social implicationsThe results are critical in developing consumers' attitude and perception toward a brand by providing them insights regarding the characteristics of brands.Originality/valueThe participation and social interactivity of consumers on the Facebook page drive consumer engagement behavior and brand loyalty.

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.

Effects of customer trust on engagement in live streaming commerce: mediating role of swift guanxi

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Lingyun Guo ◽  
Xiayu Hu ◽  
Jinxuan Lu ◽  
Ling Ma
Keyword(s):  
Theoretical Perspective ◽  
Mediating Effect ◽  
Customer Engagement ◽  
Live Streaming ◽  
Community Members ◽  
Content Type ◽  
Mediating Role ◽  
Customer Trust ◽  
The Relationship

PurposeLive streaming commerce, a new form of social commerce where firms integrate with broadcasters, community members and customers in live chat rooms for real-time interaction to help sell products, has become increasingly popular. However, factors that impact the success of live streaming commerce are not fully explored. The purpose of this study is to examine these factors by exploring the relationships among customer trust (i.e., trust in broadcasters, community members, and products) and customer engagement, and the mediating role of swift guanxi.Design/methodology/approachThe authors surveyed 422 customers who have watched Taobao Live, one of the largest live streaming commerce sites in China, and used their questionnaires to test the research model employing partial least squares modeling.FindingsThe authors’ results indicate that trust in broadcasters has a positive effect on trust in products and community members, which positively influences trust in products. Additionally, swift guanxi has a fully mediating effect on the relationship between customers' trust in broadcasters and customer engagement.Originality/valueFirst, from the theoretical perspective, this study comprehensively identifies three types of trust, explores the transfer relationships among trust in broadcasters, community members, and products based on Trust Transfer Theory. In addition, this study examines the mediating influence of swift guanxi on the relationship between customer trust and engagement. Second, from the managerial perspective, the study provides insights to help broadcasters and practitioners use live streaming to facilitate shopping.

A study of mobile banking usage in Iran

2015 ◽  
Vol 33 (6) ◽  
pp. 733-759 ◽  
Author(s):  
Hossein Mohammadi
Keyword(s):  
Self Efficacy ◽  
Structural Equations ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Mobile Banking ◽  
Content Type ◽  
Moderating Variables ◽  
Mediating Role ◽  
Negative Effect

Purpose – The purpose of this paper is to explore barriers, the mediating role of usability and the moderating effects of self-efficacy and perceived image on consumers’ attitudes toward use of mobile banking (MB) in Iran. Design/methodology/approach – Based on the consumer data collected through a survey, structural equations modeling and path analysis were employed to test the research model. Findings – The results revealed that “system compatibility” was found to be the main factor affecting users’ attitudes toward use of MB. “Resistance” showed a significant negative effect on both ease of use and usefulness. “Perceived usefulness” mediated the relationship between ease of use and users’ attitudes. At last, contrary to self-efficacy which showed no significant effect, perceived image moderated the relationships between usefulness and attitude. Research limitations/implications – The sample was only composed of MB users and non-users were not studied. Originality/value – Past studies have seldom examined the role of individual drivers like self-efficacy and social drivers like perceived image as moderating variables in the context of developing countries.

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.

Customer engagement through choice in cause-related marketing

2018 ◽  
Vol 37 (4) ◽  
pp. 621-650 ◽  
Author(s):  
Michael Christofi ◽  
Demetris Vrontis ◽  
Erasmia Leonidou ◽  
Alkis Thrassou
Keyword(s):  
Conceptual Framework ◽  
Customer Engagement ◽  
Effective Control ◽  
Future Research ◽  
Content Type ◽  
Consumer Skepticism ◽  
Cause Related Marketing ◽  
International Business Research ◽  
Positive Word Of Mouth

Purpose The purpose of this paper is to construct a conceptual framework of the effects of customer engagement on cause-related marketing (CRM), with the goal of providing a solid scientific foundation for the development and stimulation of future research on the critical intersection of these two topics. Design/methodology/approach The research defines customer engagement in CRM campaigns as the conditions under which consumers are allowed to choose the cause that receives the donation, the cause proximity (geographical proximity) and the type of donation in a CRM campaign. Findings The paper conceptualizes the role of customer engagement in enhancing the effectiveness of a CRM campaign, in terms of coverage, customization and reduced consumer skepticism, as well as in triggering positive word-of-mouth (WOM) persuasion behaviors. Practical implications The conceptual framework provides several practicable directions toward effective control of CRM campaign outcomes, for both local and global firms. Originality/value The paper rests on established empirical foundations to develop a comprehensive preliminary multi- disciplinary framework on the subject, setting the path for further research in the fields of CRM, customer engagement and International Business Research, and reaching findings of both scholarly and executive worth.

The role of customer engagement in the involvement-loyalty link

2019 ◽  
Vol 37 (1) ◽  
pp. 66-79 ◽  
Author(s):  
Prateeksha Parihar ◽  
Jagrook Dawra ◽  
Vinita Sahay
Keyword(s):  
Structural Equation ◽  
Product Category ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Online Retail ◽  
Content Type ◽  
Mediating Role ◽  
Antecedents And Consequences ◽  
The Relationship

Purpose The purpose of this paper is to investigate the relationship between the different dimensions of involvement and customer engagement (CE) and analyze the influence of CE on loyalty in an online retail context. The study also tests the mediation of CE between the facets of involvement and loyalty. Design/methodology/approach The study employed a survey for data collection from online retail website users and analyzed the data with partial least squares – structural equation modeling. Findings The results reveal that the dimensions of involvement drive engagement differently. The risk importance and risk probability do not influence CE whereas the sign, interest, and pleasure are positively associated with CE. Furthermore, CE mediates the link between sign, interest, and pleasure dimensions of involvement and loyalty. Practical implications This study provides insights for the managers that the perception of value from a brand starts at its product category level and values like sign, interest, and pleasure can be provided to the customers by not only brand consumption but also by engaging them with the brand. Originality/value This is among the first studies to have empirically tested the effect of dimensions of involvement on CE and explain the role of engagement as a means for the customers to achieve expected values. It also contributes to the extant CE literature by testing its mediating role between involvement dimensions and loyalty, thus augmenting the studies, which have explored the antecedents and consequences of CE.

Examining customer engagement and brand loyalty in retail banking

2018 ◽  
Vol 46 (8) ◽  
pp. 764-779 ◽  
Author(s):  
John Paul Basewe Kosiba ◽  
Henry Boateng ◽  
Abednego Feehi Okoe Amartey ◽  
Robert Owusu Boakye ◽  
Robert Hinson
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Retail Banking ◽  
Customer Engagement ◽  
Emotional Engagement ◽  
Content Type ◽  
Mediating Role ◽  
Behavioural Engagement ◽  
The Impact

PurposeIn recent times, there has been a growing research interest in customer engagement; however, there is a paucity of empirical evidence on the drivers and outcomes of customer engagement such as brand loyalty. Furthermore, the customer engagement and brand loyalty literature have paid little attention to trustworthiness, even though it has the potential of explaining customer engagement, brand loyalty and their relationships. Consequently, the purpose of this paper is to ascertain the drivers of customer engagement and its relationship with brand loyalty in the context of retail banking in Ghana.Design/methodology/approachThe authors employed the survey research design. The authors collected data from retail banking customers in Ghana using the intercept approach. There were 385 respondents. The authors analysed the data using the structural equation modelling approach.FindingsThe results show that trustworthiness drives customer engagement which results in brand loyalty. The findings reveal that trustworthiness is defined through integrity, benevolence and ability while customer engagement is defined via emotional engagement, cognitive engagement and behavioural engagement.Originality/valueThis study examines the impact of trustworthiness on customer engagement and brand loyalty. It shows the mediating role of customer engagement in the relationship between trustworthiness and brand loyalty.

Examining the impact of influencers’ credibility dimensions: attractiveness, trustworthiness and expertise on the purchase intention in the aesthetic dermatology industry

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Omayma AlFarraj ◽  
Ali Abdallah Alalwan ◽  
Zaid Mohammad Obeidat ◽  
Abdullah Baabdullah ◽  
Rand Aldmour ◽  
...  
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Customer Engagement ◽  
Content Type ◽  
Mediating Role ◽  
Aesthetic Dermatology ◽  
Online Engagement ◽  
Managerial Implications ◽  
The Aesthetic

Purpose This study aims to investigate the influencers’ credibility dimensions (i.e. attractiveness, trustworthiness, expertise) on purchase intention (PI) through the mediating role of cognitive and affective online engagement among the aesthetic dermatology consumers in Jordan. Design/methodology/approach The population of this study entails all followers of aesthetic dermatology clinics on their Instagram accounts. However, only three influencers from the aesthetic dermatology industry were selected and approved the request of sharing the survey instrument on their official platforms. Overall, 600 surveys were distributed, but only 384 were completed fully, constituting a 64% response rate. Findings The data analysis revealed an excellent fit for the data and indicated an impact of attractiveness and expertise on online engagement and PI. Moreover, a mediating influence was also found for online engagement on the path between influencer credibility and PI. Research limitations/implications This study has a limitation of collecting the data from only three influencers; consequently, collecting data from the followers of more than four influencers would get more generalizable results. Second, considering further, examining the mediating role of other variables such as electronic word-of-mouth (EWOM) and loyalty programs could also provide further insights onto the nature of the factors affecting the PI. In addition, future studies should examine the differences of using more than one social media platform. Practical implications The main findings of this study have a number of managerial implications for marketing management that hint at liking the influencers who are highly trusted owing to their extensive expertise in the area they are marketing rather than only depending on their physical attractiveness. The Jordanian culture does not focus only on the image shared by the social media as the reviews can either support or decline the influence of even the celebrity. Significantly, a set of managerial implications come from the current research. Social implications Two major areas are the most important; these are the trustworthy issue and the EWOM. The marketers should encourage their customers to openly talk about their experiences as they have an imperative role in liking influencers in a way that improves their PI. The second implication is related to social media platforms management that marketing managers should resolve any negative EWOM caused and to enhance followers’ satisfaction levels of the services. The increase in satisfaction positively affects PI, and the service makes the influencer role become more effective. Originality/value This study was able to add a value to the current understanding of the main antecedents of customer engagement by looking at these dimensions of perceived credibility. Another contribution was captured in this study by successfully validating the meditating impact of customer engagement between influencers’ credibility dimensions and PI, especially in the absence of the studies that have addressed such relationship.

The effect of workplace bullying on burnout: the mediating role of affective well-being

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Neuza Ribeiro ◽  
Ana Suzete Semedo ◽  
Daniel Gomes ◽  
Rita Bernardino ◽  
Sharda Singh
Keyword(s):  
Workplace Bullying ◽  
Well Being ◽  
Mediating Effect ◽  
Content Type ◽  
Moderating Variables ◽  
Mediating Role ◽  
The Impact ◽  
The Relationship ◽  
Practical Implications

Purpose This study aims to examine the impact of workplace bullying on employees’ burnout by investigating the mediating effect of affective well-being (AWB). Design/methodology/approach Data of 532 employees from diverse organizations in Portugal were collected. These data were collected using anonymously completed structured questionnaires available online. Findings The results support the research hypotheses proposed, confirming that workplace bullying is related to both AWB and burnout. Moreover, affective workplace bullying partially mediates the relationship between workplace bullying and burnout, indicating that the victims have their AWB reduced, and, consequently, increase their burnout levels. Practical implications The findings suggest that organizations can foster employees’ AWB and reduce the level of burnout by encouraging organizations to develop preventive policies and practices to safeguard against bullying at work. Originality/value To this date, only a few studies have examined mediating and moderating variables (Nielsen and Einersen, 2018) and none include AWB as a mediator of the relationship between workplace bullying and burnout. This study answers the call for further empirical research from those who have argued that more information is needed to understand the workplace bullying phenomenon and contributes to the growing debate on this topic and its effects on employees.

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