scholarly journals The Role of Customer Engagement in Enhancing Passenger Loyalty in IndonesianAirline Industry: Relationship Marketing Approach

2015 ◽  
Vol 3 (3) ◽  
pp. 135-144 ◽  
Author(s):  
Raditha Hapsari ◽  
Michael D Clemes ◽  
David Dean
Keyword(s):  
Relationship Marketing ◽  
Customer Engagement ◽  
Industry Relationship ◽  
Marketing Approach

Key Strategic Prescription for Indian Financial Services Sector: A Study with Special Reference to ICICI Bank

2017 ◽  
Vol 4 (01) ◽  
Author(s):  
Anurag Mittal
Keyword(s):  
Special Reference ◽  
Relationship Marketing ◽  
Financial Services ◽  
Service Industry ◽  
Customer Relationships ◽  
Relationship Building ◽  
Services Sector ◽  
Financial Services Sector ◽  
Industry Relationship ◽  
Marketing Approach

The paper discusses the emergence of ‘relationship marketing approach’ and highlights its importance in today’s highly competitive world with special reference to financial services sector. The thoughts of various management thinkers on relationship marketing approach have been also incorporated along with the recent attempts to create a platform for the execution of Relationship Marketing Philosophy in Indian financial services. The present paper also enlists some of the challenges that a modern marketer has to face in its path to implementing relationship marketing in financial service industry. Relationship Marketing is not about implementing better technology; it is about building the process that fosters longer, more profitable customer relationships. Various relationship building tools and programs have been also highlighted to provide an overview of the execution of this philosophy in the financial services sector.

scholarly journals The Role of Customer Engagement in Islamic Banking

2019 ◽  
Vol 2 (2) ◽  
pp. 123
Author(s):  
Maziyah Mazza Basya
Keyword(s):  
Business Ethic ◽  
Relationship Marketing ◽  
Point Of View ◽  
Customer Engagement ◽  
Islamic Banking ◽  
Islamic Banks ◽  
Islamic Bank ◽  
Islamic Business Ethics

The marketing strategy to be engaged with customer of an Islamic bank must be concerned with its ability to gain a competitive advantage and establish a strong competitive position without neglecting an Islamic business ethic. Customer engagement (CE) in Islamic bank does not take any matter of competing on product and prices, but rather in stressing quality of the services they provide appealing customers conscience. This research attempts to enhance understanding of CE related in its role to increase the quantity and loyalty of Islamic banks customers with the Islamic business ethics point of view. This is a qualitative research that develops customer engagement concept that relevant to be applied in Islamic banking by collecting some of CE theories regarding the CE approach through relationship marketing and analyze them with Islamic business ethic overview. CE in Islamic banking has to be relied with Sharia’s law. The main point of CE in Islamic banking is not only to have a good relationship with the customer and be a brotherhood, but also to reach the Islamic banking purposes.

Understanding the Relationship Between Customer Satisfaction, Customer Engagement and Repeat Purchase Behaviour

2021 ◽  
pp. 097226292199259
Author(s):  
Devika Rani Sharma ◽  
Balgopal Singh
Keyword(s):  
Customer Satisfaction ◽  
Relationship Building ◽  
Customer Relationship ◽  
Mediation Effect ◽  
Customer Engagement ◽  
Mediating Role ◽  
Repeat Purchase ◽  
Building Activities ◽  
The Relationship

Emergence of technology has not only boosted the growth of customer engagement but has also paved way for customers to become active co-creators with the firms. Customer engagement activities are taking over the customer relationship building activities in the present scenario. Customers’ experience with a particular brand has its impact on satisfaction levels and their repurchasing intention in future as well. According to Rosetta Consulting report an engaged customer is likely to buy 90% more frequently and may spend 300% more than other customers. Hence, the present has tried to understand the mediating role of satisfaction on customer engagement in retaining the customers or persuading the customers to repurchase. The results show that there exists a significant mediation effect of customer satisfaction in influencing their repeat purchase behaviour.

Does Customer Experience Always Benefit Company? Examining Customers’ Epistemic Motivation and Interaction With Service Contexts

2021 ◽  
pp. 183933492199886
Author(s):  
Vu Thi Mai Chi ◽  
Widya Paramita ◽  
Tran Ha Minh Quan
Keyword(s):  
Social Identity Theory ◽  
Empirical Support ◽  
Customer Experience ◽  
Customer Engagement ◽  
Survey Method ◽  
Epistemic Motivation ◽  
Engagement Behavior ◽  
Company Identification ◽  
Employee Identification

The main purpose of this study is explaining how and when customer experience benefits the company. Built upon social identity theory, we propose that customer experience leads to customer engagement behavior, via two routes: customer-company and customer-employee identification. Furthermore, we advance that customers’ epistemic motivation negatively moderates the mediated effect of customer experience on customer engagement behavior. We ran two studies to validate the measurement of customer experience and to test our hypotheses. For the two studies, we employed a survey method by recruiting consumers of beauty salons in Vietnam. The results demonstrated that EXQ as a measurement for customer experience is applicable to the context of the study and provided empirical support for the hypotheses. Such as, this research found that customer experience positively influences customer engagement behavior as mediated by customer-company and customer-employee identification. Furthermore, this research revealed that customer epistemic motivation negatively moderates the mediated effect of customer experience on customer engagement behavior via customer-employee identification. However, the moderating role of customer epistemic motivation is insignificant for the mediated relationship via customer-company identification. Finally, this research offers theoretical and practical contributions that are elaborated and further discussed.

It’s All Fun and Games: The Role of Gamification in E-banking

2021 ◽  
Vol 65 (1) ◽  
pp. 1297-1301
Author(s):  
Meenu Sethu ◽  
Dan Nathan-Roberts
Keyword(s):  
Financial Institutions ◽  
Game Design ◽  
Customer Engagement ◽  
The Internet ◽  
Design Elements ◽  
Online Transactions ◽  
Game Mechanics ◽  
Factors Influencing ◽  
Novel Approach

Traditional banks and financial institutions have witnessed a profound transformation to electronic banking with the rise of the internet over the last two decades. However, most digital banking customers do not feel that the activity of managing their money and making online transactions is exciting or enjoyable. The gamification of e-banking systems is a novel approach for promoting customer engagement that is gaining popularity. This work reviews the factors influencing the adoption of e-banking and how gamification can be used to improve customer engagement, loyalty, and financial wellbeing. An exploration of the most extensively used game design elements in gamified e-banking applications suggests that the use of certain game mechanics and characteristics can be effective in creating enjoyable banking experiences. Based on this research, a set of guidelines is provided for designers and practitioners for introducing game principles in e-banking applications.

scholarly journals The university-industry relationship under diferent approaches: the entrepreneurial university to academic capitalism

Educação ◽  
2017 ◽  
Vol 40 (1) ◽  
pp. 73
Author(s):  
Evandro Coggo Cristofoletti ◽  
Milena Pavan Serafim
Keyword(s):  
Academic Capitalism ◽  
Public Institutions ◽  
Entrepreneurial University ◽  
The Public ◽  
The World ◽  
Industry Relationship ◽  
The University ◽  
The Relationship ◽  
University Industry

The economic and political changes in the world, from the 1970s, changed the political education of the Public Institutions of Higher Education in the world. The direction of these changes was clear: the university approachedthe market and the company and created interaction mechanisms that did not exist. The article therefore reviews the academic literature that interprets the relationship between university and market/company from two perspectives: approaches that positively position of interactions, exposing their motivations, interests and forms of interaction, especially the notions on Knowledge Economy and Entrepreneurial University; approaches that observe this interaction critically and reflectively, exposing the problems of interaction, its negative aspects and the reflection of the true role of the public university from the perspective of Academic Capitalism.

scholarly journals Examining the antecedents and consequences of gratitude

2017 ◽  
Vol 31 (1) ◽  
pp. 34-47 ◽  
Author(s):  
Syed Fazal E. Hasan ◽  
Gary Mortimer ◽  
Ian N. Lings ◽  
Larry Neale
Keyword(s):  
Relationship Marketing ◽  
Economic Benefits ◽  
Mediating Effect ◽  
Relationship Building ◽  
Mediation Effects ◽  
Content Type ◽  
Customer Perceptions ◽  
Antecedents And Consequences ◽  
Marketing Investments

Purpose This study aims to propose the emotional response of gratitude as a mediating mechanism to explain the relationship between perceptions of a service organisations’ relationship marketing investments, customer cynicism and reciprocity and overall satisfaction. Further, the study seeks to test the significance of the mediation effects of these constructs on customer overall satisfaction. Design/methodology/approach Using theories from service marketing and consumer psychology, this study develops and tests a customer gratitude model (CGM). Field surveys based on existing measures were used to elicit data from 1,104 respondents. The measures were validated and subsequently the CGM was tested to establish the veracity if the nomological network presented. Findings Results indicate that perceived relationship marketing investment exerted an indirect effect on gratitude through the mediating effect of reciprocity and cynicism. Further, perceived relationship marketing investments impacted overall satisfaction through its mediating effect of gratitude, and gratitude explained the indirect influences of reciprocity and customer cynicism on overall satisfaction. Research limitations/implications This study contributes to services marketing literature by examining the emergent role of gratitude between customer perceptions of service organisations and pro-organisational attitudes, like overall satisfaction. Practical implications This research encourages service organisations to implement relationship-building strategies, beyond that of purely economic benefits, that seek to enhance the emotion of gratitude, which will lead to greater overall customer satisfaction. Originality/value Despite emphasising relationship longevity between customers and service organisations, literature has not yet focused on the role of gratitude. The CGM provides valuable insights for further inquiries.

scholarly journals The Role of Multi-Actor Engagement

2020 ◽  
Vol 6 (4) ◽  
pp. 176
Author(s):  
Sumitro Sarkum ◽  
Abd. Rasyid Syamsuri ◽  
Supriadi Supriadi
Keyword(s):  
Supply Chain ◽  
Employee Engagement ◽  
Business Strategy ◽  
Business Performance ◽  
Dynamic Capability ◽  
Customer Engagement ◽  
Market Knowledge ◽  
Marketing Function ◽  
Summary Statement

This study aims to meet the theoretical needs in answering the problem of the role of the marketing function on the dynamic capability that involves the role of multi actors through engagement. In particular, the study discusses the capabilities of SMEs’ business strategy in the offline to online market. The population of this research are owners, managers, and owners and managers of SMEs in Indonesia. The results of this study indicate that the integration of the supply chain into engagement can address the problem of the role of the marketing function that connects marketing and operations. Supply chain engagement is also able to moderate employee engagement to dynamic marketing engagement but not significantly moderate customer engagement. Meanwhile, the basis of integration as a dynamic capability in market knowledge has a significant effect on the multi-actor engagement consisting of customer engagement, employee engagement, and supply chain engagement. Summary statement of contribution: Our research builds on the three elements of multi-actor engagement that are significant against dynamic marketing engagement. The main finding of this research is that the concept of novelty can answer the proposition with the result that dynamic marketing engagement can improve business performance.

scholarly journals Influence of Trust on Customer Engagement: Empirical Evidence From the Insurance Industry in Ghana

SAGE Open ◽  
2020 ◽  
Vol 10 (1) ◽  
pp. 215824401989910 ◽  
Author(s):  
James Agyei ◽  
Shaorong Sun ◽  
Eugene Abrokwah ◽  
Emmanuel Kofi Penney ◽  
Richmond Ofori-Boafo
Keyword(s):  
Customer Loyalty ◽  
Life Insurance ◽  
Service Provider ◽  
Structural Equation ◽  
Insurance Industry ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Mediating Role ◽  
Customer Trust

This study examined the influence of trust dimensions on customer engagement, and the resultant impact of customer engagement on customer loyalty in the context of life insurance. Furthermore, it investigated the mediating role of customer engagement in the relationships between trust dimensions and customer loyalty. A total of 452 valid responses from life insurance customers in Ghana were examined using structural equation modeling (SEM). The results revealed that trust in service provider, trust in the regulator, economy-based trust, and information-based trust significantly influence customer engagement, with trust in service provider and trust in the regulator driving a higher level of customer engagement. The results also uncovered that customer engagement significantly enriches customer loyalty and mediated the relationships between the trust dimensions and customer loyalty. The findings highlight the importance of building convincing customer trust to advance customer engagement and customer loyalty.

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