scholarly journals (I'm) Happy to Help (You): The Impact of Personal Pronoun Use in Customer–Firm Interactions

2018 ◽  
Vol 55 (4) ◽  
pp. 541-555 ◽  
Author(s):  
Grant Packard ◽  
Sarah G. Moore ◽  
Brent McFerran
Keyword(s):  
Customer Service ◽  
Customer Orientation ◽  
Purchase Intentions ◽  
Purchase Behavior ◽  
Personal Pronoun ◽  
Negative Consequences ◽  
Lab Experiments ◽  
Customer Service Representatives ◽  
And Behavior ◽  
The Impact

In responding to customer questions or complaints, should marketing agents linguistically “put the customer first” by using certain personal pronouns? Customer orientation theory, managerial literature, and surveys of managers, customer service representatives, and consumers suggest that firm agents should emphasize how “we” (the firm) serve “you” (the customer), while de-emphasizing “I” (the agent) in these customer–firm interactions. The authors find evidence of this language pattern in use at over 40 firms. However, they theorize and demonstrate that these personal pronoun emphases are often suboptimal. Five studies using lab experiments and field data reveal that firm agents who refer to themselves using “I” rather than “we” pronouns increase customers’ perceptions that the agent feels and acts on their behalf. In turn, these positive perceptions of empathy and agency lead to increased customer satisfaction, purchase intentions, and purchase behavior. Furthermore, the authors find that customer-referencing “you” pronouns have little impact on these outcomes and can sometimes have negative consequences. These findings enhance understanding of how, when, and why language use affects social perception and behavior and provide valuable insights for marketers.

The effect of green CSR skepticism on positive attitude, reactance, and behavioral intention

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jookyung Kwon ◽  
Jiseon Ahn
Keyword(s):  
Behavioral Intention ◽  
Positive Attitude ◽  
Mixed Method Research ◽  
Negative Consequences ◽  
Content Type ◽  
Csr Strategies ◽  
Attitudinal Factors ◽  
Corporate Social ◽  
And Behavior ◽  
The Impact

PurposeThis paper aims to examine the impact of corporate social responsibility (CSR) skepticism on dual types of attitudinal factors (i.e. positive attitude and reactance) and examine the impact of attitudinal factors on customers' behavioral intention.Design/methodology/approachThis study applies mixed-method research to examine the link between CSR skepticism, positive attitude, reactance and behavioral intention based on attitude-behavior-context theory.FindingsAs predicted, CSR skepticism weakens a favorable attitude toward CSR, whereas it increases the level of reactance. Also, CSR skepticism negatively influences behavioral intention, while positive attitude and reactance positively influence behavioral intention.Originality/valueUnderstanding customers' skepticism toward CSR has become increasingly important because of its negative consequences. Despite existing studies on CSR skepticism, few have focused on why and how CSR skepticism leads to negative behavioral outcomes. Thus, this research contributes to existing tourism literature by examining the role of CSR skepticism on their attitude and behavior. Findings will help researchers and practitioners understand how CSR skepticism impacts customers' behavioral intention and develops CSR strategies to enhance the behavioral intention to patronize.

Do They Always Have Wounded Selves: Moderating Impact of Job-worth on Burnout and Self-worth of Indian Call Centre Employees

2017 ◽  
Vol 4 (1) ◽  
pp. 1-20
Author(s):  
Tuheena Mukherjee ◽  
Kanika T. Bhal
Keyword(s):  
Customer Service ◽  
Negative Impact ◽  
Psychological Impact ◽  
Call Centre ◽  
Call Centres ◽  
Self And Identity ◽  
Self Worth ◽  
Customer Service Representatives ◽  
The Impact ◽  
The Relationship

Numerous researches in call centres indicate the negative psychological impact in the form of burnout experiences of the customer service representatives. The present study argues that burnout experiences do not always have a negative impact on the employee’s self-worth. The relationship is, instead, moderated by the impact of job-worth, which acts as a potential individual resource. The results of the present study conducted on 312 call centre representatives partially confirm our hypotheses. Results indicate that representatives who have high job-worth maintain their self-worth, even when emotionally exhausted. The results also show that employees possessing high job-worth, even with low personal accomplishments on their jobs, maintain their self-worth. We discuss the findings in the Indian call centre context from the perspective of self and identity literature and provide broader implications for practice and research.

Not just intentions: predicting actual purchase behavior in sport sponsorship context

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Konstantinos Koronios ◽  
Lazaros Ntasis ◽  
Panagiotis Dimitropoulos ◽  
Vanessa Ratten
Keyword(s):  
Structural Equation ◽  
Empirical Studies ◽  
Equation Model ◽  
Purchase Intentions ◽  
Purchase Behavior ◽  
Consumer Attitude ◽  
Sport Sponsorship ◽  
Content Type ◽  
Comprehensive Framework ◽  
The Impact

PurposeThe scope of this study was to underline the specific aspects of positive consumer attitude and behavior related to sports sponsorship. In more detail, the purpose of this study was to establish a comprehensive sponsorship framework integrating Beliefs about sponsorship, Sponsor's Image, Fans' Attachment with the team, Team's Performance, Fans' Sport Involvement, Sponsors' Sincerity, Awareness of Sponsors, Attitude toward Sponsors, Purchase intentions and Actual Purchases.Design/methodology/approachQuantitative method was utilized and a sum of 2,752 questionnaires were effectively assembled and analyzed by means of SPSS and AMOS. The results of a structural equation model provide an exceptional conceptual framework that underlines the significance of comprehending the role of important factors in sponsorship efficiency.FindingsThis paper provides the context for a discussion. It shows that various antecedents have a significant effect on real – instead of just intentions – purchase behavior regarding sponsors' products and services.Research limitations/implicationsVarious implications for future researches as well as strategies to boost the advantages for both sport clubs and sponsoring firms can be drawn from the suggested model.Originality/valueUp to present, only a handful of empirical studies have looked at the effect of sponsorship on the consumer. The majority of sponsorship studies measure the impact of the sponsorship effort on the recall and recognition of sponsors, with empirical results being inconclusive, with some studies showing high levels of recall and recognition while others show only marginal impact on recall and recognition. The present research provides a comprehensive framework, which can guide future studies by isolating the effect of sponsorship on actual purchase behavior, instead of just estimating individuals' purchase intentions.

Do role models influence teenagers’ purchase intentions and behavior?

2000 ◽  
Vol 17 (5) ◽  
pp. 441-453 ◽  
Author(s):  
Craig A. Martin ◽  
Alan J. Bush
Keyword(s):  
Consumer Behavior ◽  
Young Adult ◽  
Role Models ◽  
Purchase Intentions ◽  
Purchase Behavior ◽  
Consumer Market ◽  
And Behavior

Attempts to determine which individual, or group of individuals, has the strongest influence on adolescent consumer purchase intentions and purchase behavior. By introducing the concepts of direct (fathers and mothers) and vicarious (favorite entertainers and favorite athletes) role models into the consumer behavior literature, the study allows greater understanding of the socialization patterns of young adult consumers. Results from this study provide significant contributions for marketing and advertising managers seeking to improve their understanding of the ever‐growing adolescent consumer market.

Do Intentions Really Predict Behavior? Self-Generated Validity Effects in Survey Research

2005 ◽  
Vol 69 (2) ◽  
pp. 1-14 ◽  
Author(s):  
Pierre Chandon ◽  
Vicki G. Morwitz ◽  
Werner J. Reinartz
Keyword(s):  
Large Scale ◽  
Field Studies ◽  
Purchase Intentions ◽  
Purchase Behavior ◽  
Second Stage ◽  
Large Scale Field ◽  
Reactive Effect ◽  
And Behavior ◽  
The Relationship ◽  
Measurement Effects

Studies of the relationship between purchase intentions and purchase behavior have ignored the possibility that the very act of measurement may inflate the association between intentions and behavior, a phenomenon called “self-generated validity.” In this research, the authors develop a latent model of the reactive effects of measurement that is applicable to intentions, attitude, or satisfaction data, and they show that this model can be estimated with a two-stage procedure. In the first stage, the authors use data from surveyed consumers to predict the presurvey latent purchase intentions of both surveyed and nonsurveyed consumers. In the second stage, they compare the strength of the association between the presurvey latent intentions and the postsurvey behavior across both groups. The authors find large and reliable self-generated validity effects across three diverse large-scale field studies. On average, the correlation between latent intentions and purchase behavior is 58% greater among surveyed consumers than it is among similar nonsurveyed consumers. One study also shows that the reactive effect of the measurement of purchase intentions is entirely mediated by self-generated validity and not by social norms, intention modification, or other measurement effects that are independent of presurvey latent intentions.

Evaluation of Supplier Performance from the Perspective of Customers by their Attitudes

2014 ◽  
Vol 708 ◽  
pp. 39-46
Author(s):  
Hana Lostakova ◽  
Zuzana Pecinova ◽  
Lenka Branska ◽  
Vladimira Vlckova ◽  
Michal Patak
Keyword(s):  
Perceived Quality ◽  
Purchase Intentions ◽  
Purchase Behavior ◽  
Supplier Evaluation ◽  
Primary Research ◽  
The Past ◽  
Supplier Performance ◽  
Basic Features ◽  
The Impact

Current approaches to supplier evaluation from the perspective of customers mainly consist in the evaluation of the perceived quality of parameters of supply and services of each supplier. Although this aspect of the supplier evaluation from the perspective of customers is an essential part of the evaluation of suppliers, its drawback is the orientation to the past. So far, less attention in the evaluation of suppliers from the perspective of customers has been paid to the consequences of delivering value to customers, namely to the impact of the value delivered to customers on the attitudes of individual customers, their purchase intentions and their future purchase behavior. The article presents the basic features of the methodology of supplier evaluation focused on stages of customer readiness for future purchases from suppliers from their awareness through their preferences over other suppliers, satisfaction, retention to loyalty and results of primary research into this evaluation among purchasers of selected products determined for production consumption.

The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans’ purchase intention

2020 ◽  
Vol 29 (6) ◽  
pp. 783-801
Author(s):  
Chengchen Liu ◽  
Ya Zhang ◽  
Jing Zhang
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Perceived Quality ◽  
Purchase Intentions ◽  
Purchase Behavior ◽  
Content Type ◽  
Managerial Implications ◽  
Social Media Platforms ◽  
Quality Of Products ◽  
The Impact

Purpose There is growing interest among marketers in advertising and promoting their brands by adopting an online celebrity endorsement strategy. However, how online celebrities build their own brand equity and how online celebrity brand equity impacts fans’ purchase behavior have not been extensively researched in the extant literature. This paper aims to explore the factors that contribute to online celebrity branding and improving fans’ purchase intentions. Design/methodology/approach A survey and an experiment were conducted among consumers from the mainland of China. A total of 12 hypotheses were proposed to exam how self-congruity and virtual interactivity impact online celebrity branding and to explore the moderating role of perceived quality and product type. Findings This paper reveals that customers’ perceived self-congruity with online celebrities’ image and virtual interactivity positively impact the brand equity of online celebrities. Additionally, compared with virtual interactivity, the effect of customer perceived self-congruity on a brand is more significant. The brand equity of online celebrities thereby drives followers’ purchase intentions and the perceived quality of products positively moderates this relationship. Originality/value The research conclusions provide managerial implications for marketing practitioners for how to use human brands on social media platforms in the web 2.0 era and ultimately enhance consumer purchase intentions.

Engagement platforms

2016 ◽  
Vol 26 (5) ◽  
pp. 559-589 ◽  
Author(s):  
Lorena Blasco-Arcas ◽  
Blanca Isabel Hernandez-Ortega ◽  
Julio Jimenez-Martinez
Keyword(s):  
Brand Image ◽  
Interactive Media ◽  
Structural Equations ◽  
Purchase Intentions ◽  
Customer Participation ◽  
Purchase Behavior ◽  
Customer Engagement ◽  
Content Type ◽  
And Behavior

Purpose The purpose of this paper is to explore the role of emotions in developing customer engagement and brand image during virtual service interactions. The authors explore the concept of engagement platforms (EPs) and how their extrinsic characteristics or cues (i.e. C2C interactions–and personalization-related cues) originate both non-transactional (i.e. customer engagement and brand image) and transactional (i.e. purchase intentions) responses. Specifically, the authors propose that customer emotions (i.e. pleasure, arousal and dominance) mediate the influence of EP cues on customer responses. The authors also analyze how the engagement developed during interactions in EPs contributes to brand image perceptions and the effect of these two concepts on purchase intentions. Design/methodology/approach Building on servicescapes and stimulus-organism-response theories, the present paper carries out two studies. Study 1 adopts an experimental approach to explore C2C interactions–and personalization-related cues. Study 2 focusses on the importance of customer emotions to foster engagement and brand image, and also analyzes their effect on purchase intentions. It employs structural equations modeling techniques. Both studies analyze the effect of customer engagement on brand image. Findings Findings corroborate that, during interactions in the platform, customer engagement with the firm influences brand image. Moreover, the pleasure and arousal experienced by customers influence their engagement while dominance modifies brand image. Finally, customer engagement and brand image have a positive effect on purchase behavior. Research limitations/implications This paper contributes to research demonstrating the key role of emotions in interactions with EPs. The authors demonstrate the importance of fostering pleasant and arousing experiences to enhance the level of customer engagement with the firm in first interactions. Dominance constitutes a key dimension to improve brand image in EPs. Finally, the research demonstrates that engagement develops customers’ transactional behaviors and not only non-transactional ones, as seen in previous literature. Originality/value In digital worlds, EPs emerge as touch points beyond purchase that allow individuals to integrate resources and co-create value between them and with the firm. Despite the interest of BCPs, few works have analyzed how interactions with these platforms and the elicited emotions contribute to developing customer engagement and brand image, key factors for understanding customer participation and behavior in interactive media.

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