Research on the Driving Factors of Customer Participation in Service Innovation in a Virtual Brand Community

2015 ◽  
Vol 7 (4) ◽  
pp. 299-310
Author(s):  
Li Zhihong ◽  
Tang Hongting ◽  
Zhou Yanhong
Keyword(s):  
Service Innovation ◽  
Driving Factors ◽  
Customer Participation ◽  
Brand Community

Research on the Driving Factors of Customer Participation in Service Innovation in a Virtual Brand Community

2015 ◽  
Vol 7 (4) ◽  
pp. 299-309 ◽  
Author(s):  
Li Zhihong ◽  
Colin Duffield ◽  
David Wilson
Keyword(s):  
Knowledge Sharing ◽  
Perceived Risk ◽  
Service Sector ◽  
Virtual Communities ◽  
Positive Impact ◽  
Service Innovation ◽  
Driving Factors ◽  
Customer Participation ◽  
Brand Communities ◽  
Effective Strategies

With the development of the service sector and network communication technology, customers are involved in business activities through virtual communities and demonstrating the ability to create personalized products or services with companies. This paper systematically studied the driving factors of customer participation in service innovation. Based on related literature research achievements and a better development of virtual brand communities in China-XiaoMi community, this paper empirically analyzed the different factors. The results showed that self-efficacy and trust have a significant positive impact on knowledge sharing and co-production, while the perceived risk and helpfulness have a significant positive impact on knowledge sharing. Finally, effective strategies and recommendations are proposed on how companies encourage and manage customers to effectively participate in service innovation of virtual brand communities based on the conclusions of analysis.

scholarly journals Examining How Brand Co-Creation and Virtual Brand Community Affect Brand Commitment

2021 ◽  
Vol 235 ◽  
pp. 02045
Author(s):  
Weijian Lu ◽  
Yu Han ◽  
Shiyu Chen
Keyword(s):  
Customer Participation ◽  
Future Research ◽  
Brand Experience ◽  
Brand Commitment ◽  
Brand Community ◽  
Brand Performance ◽  
Brand Communities ◽  
Managerial Implications ◽  
The Impact

The significance of brand co-creation in virtual brand communities has been recognized in academia and practice. The existing literature has investigated the impact of customer participation in virtual brand community on brand performance and its mechanism, but the prospective impact of types of virtual brand community on types of brand commitment is not examined. Based on the survey of 229 members in virtual brand communities of two popular games of Tencent, this research empirically examines how different types of brand co-creation and virtual brand communities influence brand commitment. This research confirms that customers participating in autonomous brand co-creation in the autonomous virtual brand community have a significantly higher degree of brand experience, and those who participate in both sponsored and autonomous virtual brand community have a comparatively lower degree of brand experience. Meanwhile, sub-brand brand commitment plays the role of mediator between brand experience and corporate brand commitment. Theoretical and managerial implications are offered with limitations and future research.

Service Innovation and Management

2012 ◽  
pp. 448-493
Keyword(s):  
Dynamic Capabilities ◽  
Service Innovation ◽  
Innovation Process ◽  
Customer Participation ◽  
Service Development ◽  
New Service Development ◽  
Case Examples ◽  
Basic Set ◽  
Core Concepts ◽  
Lifecycle Management

The purpose of this chapter is to explain the basic principles, theories, process, and management of service innovation. The authors first review the basic set of customer-centric principles of service innovation. Next, the authors review the theories behind service innovation typology. The following sections focus on the service innovation process, new service development, service engineering, customer participation, and lifecycle management. Then the authors select a couple of case examples from the literature to illustrate how the interrelated core concepts of knowledge, dynamic capabilities, and service innovation that have been covered in the previous and current chapters are utilized in different types of firms.

Market orientation and service innovation on customer perceived value

2016 ◽  
Vol 39 (4) ◽  
pp. 449-467 ◽  
Author(s):  
Ying-Pin Yeh
Keyword(s):  
Relationship Quality ◽  
Market Orientation ◽  
Structural Equation ◽  
Explanatory Power ◽  
Perceived Value ◽  
Service Innovation ◽  
Customer Relationship ◽  
Customer Participation ◽  
Content Type ◽  
Customer Perceived Value

Purpose To enhance their competitive advantage, firms are increasingly regarding customer-perceived value as a vital factor in advancing the level of service performance. This paper aims to explore how supermarket retailers select and implement market orientation (MO) and service innovation strategies to enhance customer-perceived value based on their investment. Design/methodology/approach A review of the related literature indicated that studies have rarely explored the meanings and outcomes of MO and service innovation. Therefore, this paper examined the roles of MO and service innovation, evaluating how these factors affected relationship quality and customer-perceived value in a supermarket context. Customer advocacy and customer participation were evaluated as the mediating variables, and six hypotheses were formulated. The data were collected by conducting a questionnaire survey of the customers from five of the largest Taiwanese supermarket retailers. A structural equation model was used to test the hypotheses based on the respondent sample data. Findings The results indicated that customer participation and relationship quality are positively related to customer-perceived value. Customer advocacy is positively related to customer participation and relationship quality. MO and service innovation are positively related to customer advocacy. Research Limitations/implications The high explanatory power of the results of the deduced model in this research help explain the MO and service innovation of supermarket retailers toward customers. However, the collection of data related to other retailers requires consumers in other countries to test the robustness of this theoretical model. The results of analyses conducted on other industries and in other countries may differ. Practical Implications This paper investigated how the MO and service innovation capabilities of supermarket retailers contributed to their customer advocacy to achieve superior customer participation, customer relationship quality and customer-perceived value. Originality/value This paper investigates the effect of MO and service innovation on relationship quality and perceived value, and regards customer advocacy and customer participation as mediators.

Understanding customer participation in online brand communities

2017 ◽  
Vol 20 (3) ◽  
pp. 306-334 ◽  
Author(s):  
Shampy Kamboj ◽  
Zillur Rahman
Keyword(s):  
Systematic Review ◽  
Conceptual Framework ◽  
Customer Participation ◽  
Future Research ◽  
Brand Community ◽  
Research Gaps ◽  
Content Type ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Online Brand Community

Purpose The purpose of this paper is to present a systematic review of customer participation research specifically in online brand communities and summarize a number of basic issues as important research gaps that future research should address. Design/methodology/approach By using the content analysis method, this paper explores, analyses and presents a literature review by closely examining 113 articles published during 2001-2016, primarily from the leading marketing and management journals. Findings The findings of this review show that regardless of the plenty of studies in this area, a conceptual framework for customer participation is undetermined. This review presents a framework describing various antecedents, mediators, moderators and consequences of online brand community participation. Apart from this, various theories and models used in the reviewed articles are being depicted. The literature classification presented in this paper portrays the current trends and patterns of research in this area. This review also addresses research gaps in this area and presents them in the form of future research directions. Research/limitations/implications This review of literature carried out by the authors suggests that customer participation in online brand communities needs more focused conceptual research and the implications of this study will help researchers in this direction. Moreover, the managers can use the identified variables as a checklist to their online brand communities’ activities. Originality/value This paper is the first to provide a systematic review of customer participation in online brand community area that presents a comprehensive knowledge regarding the current state of research in this area on a single platform and provides a conceptual framework.

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