PRODUCT RETURNS AND THE MEDIATING ROLE OF USER GENERATED CONTENT COMMUNICATION IN CONSUMER SATISFACTION

2021 ◽  
pp. 139-155
Author(s):  
Serena Rovai ◽  
◽  
Wilson Ozuem ◽  
Silvia Ranfagni ◽  
Michelle Willis
Keyword(s):  
Consumer Satisfaction ◽  
User Generated Content ◽  
Product Returns ◽  
Mediating Role

scholarly journals The Mediated Effect of Social Presence on Social Commerce WOM Behavior

Information ◽  
2021 ◽  
Vol 12 (12) ◽  
pp. 498
Author(s):  
Carolina Herrando ◽  
Julio Jiménez-Martínez ◽  
María José Martín-De Hoyos
Keyword(s):  
Social Presence ◽  
User Generated Content ◽  
Social Commerce ◽  
Empirical Results ◽  
Mediating Role ◽  
Expectation Disconfirmation ◽  
Brand Promotion ◽  
And Behavior ◽  
The Relationship

Based on expectation disconfirmation theory, this study analyzes how attitudes (satisfaction and loyalty) influence interaction intention (sWOM) and, consequently, active and passive sWOM behavior. It does so by assessing the mediating role of social presence on sWOM intention and behavior. The empirical results provide several contributions. First, knowing how to increase active sWOM contributes to bridging the gap regarding how to enhance interactions between users. Second, fostering active sWOM on social commerce websites will provide companies with more positive user-generated content, since this active sWOM comes from satisfied and loyal users, and it is assumed that they will rate the product positively and report a good experience. Third, companies can benefit more from users if users interact with other users by sharing their experiences. This study sheds light on how social presence can mediate the relationship between intention and behavior, particularly when it comes to increasing active participation and brand promotion.

Omnichannel retailing: does it empower consumers and influence patronage?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sita Mishra ◽  
Gunjan Malhotra ◽  
Vibha Arora ◽  
Sandip Mukhopadhyay
Keyword(s):  
Consumer Satisfaction ◽  
Negative Impact ◽  
Survey Method ◽  
Consumer Empowerment ◽  
Service Experience ◽  
Content Type ◽  
Consumer Service ◽  
Mediating Role ◽  
Patronage Intention

PurposeThis study analyzes how omnichannel integration influences customer patronage intention, highlighting the moderation effect of consumer service experience consciousness. Additionally, it also examines the sequential mediating role of consumer empowerment and satisfaction.Design/methodology/approachThis study uses a survey method to collect data from 336 young Indian consumers, having experienced omnichannel retailing. Data were analyzed using SPSS PROCESS macro to examine both the mediating and moderated relationships.FindingsThe results confirm that a customers' perceived online–offline channel integration increases their patronage intention directly and through the mediating role of consumer empowerment and satisfaction. Additionally, as a moderator, consumer service experience consciousness does not necessarily impact consumer patronage interest through the mediating role of consumer empowerment. Nevertheless, it does have a negative impact through the mediating role of consumer satisfaction.Practical implicationsThis study provides insights into designing online–offline retailing integration, based upon which, proposes several recommendations for increasing customer satisfaction and patronage intention.Originality/valueTo the best of the authors' knowledge, this is among the first studies to highlight the theory of consumer empowerment in the context of omnichannel retailing. Thus, it contributes to the extant literature on omnichannel retailing while investigating the moderating role of consumer service experience consciousness.

scholarly journals How Social Media Impacts Brand Value: The Mediating Role of Customer Satisfaction

2020 ◽  
Vol 13 (1) ◽  
pp. 82-96
Author(s):  
Anatoli Colicev ◽  
Pete O’Connor
Keyword(s):  
Social Media ◽  
Customer Satisfaction ◽  
User Generated Content ◽  
Social Media Marketing ◽  
Brand Value ◽  
Social Media Data ◽  
Mediating Role ◽  
Social Media Platforms ◽  
Media Data

The growing popularity of social media platforms has increased brand investments in social media marketing. However, it is not clear whether and how social media marketing leads to the creation of value for consumers and brands; therefore, we investigate how marketer and user-generated content on social media affects consumer and brand metrics. Based on the marketing productivity chain, we propose that customer satisfaction, a leading consumer metric, mediates the link between social media content and brand value. To test such assertions, we use a sample of 87 brands from 17 industries and collect a unique dataset that combines social media data from Facebook, Twitter, and YouTube with customer satisfaction, brand value, and advertising expenses. We find that user-generated content has a stronger effect on customer satisfaction than marketer-generated content. We also find that YouTube is the most effective platform for user generated content. Interestingly, we find that the effects of marketer-generated content depend on the brand’s corporate reputation. In other words, more reputable brands can leverage their marketer-generated content more effectively.

Decomposing Customer Engagement Effect Between Marketer- and User-Generated Content and Repurchase Intention in the Online Airline Service Community

2021 ◽  
Vol 11 (4) ◽  
pp. 1-22
Author(s):  
Ali Ahmed Abdelkader ◽  
Reham Shawky Ebrahim
Keyword(s):  
User Generated Content ◽  
Customer Engagement ◽  
Repurchase Intention ◽  
Repurchase Intentions ◽  
Mediating Role ◽  
Service Community ◽  
Internet Users ◽  
Research Findings ◽  
The Relationship

This research is mainly concerned with identifying the mediating role of customer engagement (CE) between marketer and user-generated content and repurchase intentions in online airline service communities. Additionally, this research explores the significance of differences between the customers' perceptions towards the generated content evaluation according to content generator (marketer/user) and identifies the relatively importance of both marketer and user-generated content influence on CE in online airline service communities. To accomplish these objectives, a random cluster sample of 351 valid internet users was selected. The research findings indicated that user-generated content (UGC) is more influential than marketer-generated content (MGC) on CE and its dimensions. The findings also reveal that CE significantly mediates the relationship between both marketer and user-generated content and repurchase intentions. The findings improve both academicians' studies and marketers' practices within the online airline service community.

scholarly journals PENGARUH STORE ATHMOSPHERE DAN BRAND AWERENESS TERHADAP MINAT BELI ULANG KONSUMEN PADA WARUNG KOPI 88 BANJAR INDAH PERMAI MELALUI KEPUASAN KONSUMEN

2020 ◽  
Vol 4 (4) ◽  
pp. 492-508
Author(s):  
Isra Ul Huda ◽  
Anthonius Karsudjono ◽  
Ryan Darmawan
Keyword(s):  
Customer Satisfaction ◽  
Consumer Satisfaction ◽  
Partial Least Square ◽  
Least Square ◽  
Repurchase Intention ◽  
Coffee Shop ◽  
Mediating Role ◽  
Analysis Technique ◽  
Quantitative Data Analysis

This study aims to determine and analyze the effect of Store Athmosphere and Brand Awereness Influence on Consumer Repurchase Interests at 88 Banjar Indah Permai Coffee Shop Through Consumer Satisfaction. This study uses quantitative data analysis methods, the analysis technique is Partial Least Square (PLS). The reason for choosing to use the PLS method is the testing of the mediating role of an intervening variable. The results of the analysis carried out stated that the Store Athmosphere had no significant effect on customer satisfaction and also repurchase interest. Brand Awereness has a significant effect on customer satisfaction and repurchase intention and Consumer satisfaction has a significant effect on repurchase interest. Store Athmosphere has no significant effect on repurchase intention through customer satisfaction while Brand Awereness has a significant effect on repurchase interest through customer satisfaction

scholarly journals From Consumer Satisfaction to Recommendation of Mobile App–Based Services: An Overview of Mobile Taxi Booking Apps

SAGE Open ◽  
2021 ◽  
Vol 11 (1) ◽  
pp. 215824402110041
Author(s):  
Abdul Waheed Siyal ◽  
Chen Hongzhuan ◽  
Chen Gang
Keyword(s):  
Business Model ◽  
Consumer Satisfaction ◽  
Mobile App ◽  
Unified Theory ◽  
Mediating Role ◽  
Design And Implementation ◽  
Use Of Technology ◽  
Effective Design

Since MTB has been deemed as the business model of 21st century but its long-term sustainability depends on level of consumer satisfaction with its applicability in their everyday life. Therefore, current research aims to highlight factors which could shape consumers’ satisfaction and further trigger their intuition to recommend it in their circle of influence. Unified theory of acceptance and use of technology 2 (utaut2) was modified and extended to fit the purpose. Data were collected from prevailing MTB users and analyzed in PLS-SEM. Results reveal that utaut2 factors signify their effects on consumer satisfaction which further trigger their instinct to recommend MTB. Current research modified utaut2 with mediating role of consumer satisfaction with MTB which further stimulates their instinct to recommend it. The modified framework adds value to the theoretical horizon of utaut2 and further extends its applicability in a novel setting like MTB. The study offers insightful implications to MTB companies for effective design and implementation of future strategies. Moreover, limitations and suggestions for future researchers are also discussed.

Sign in / Sign up

Export Citation Format

Share Document