Customer Engagement Factors in Facebook Brand Pages

Online platforms and multiple accesses are two of the necessary conveniences that consumers nowadays look for. A multiple channel strategy allows customer interaction from various angles but does not provide a flawless, coherent user experience. This chapter identifies key factors that drive a successful omni-channel platform and proposes a successful omni-channel strategy framework. A survey consisting of 21 items was administered to gain customers' perspectives on channels provided by a particular company. Descriptive analysis was performed to study the underlying issues faced by customers when making complaints, service request, and enquiries via the multi-channel interaction provided. Findings show that eight technological and four customer engagement factors contribute to a comprehensive omni-channel strategy framework for a deeper understanding on the significance of a flawless user platform.

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Conceptual organisation of customer engagement: Understanding the concept of engagement and considering the structure of customer engagement factors

The Marketing Review ◽

10.1362/146934720x15929907504120 ◽

2020 ◽

Vol 20 (1) ◽

pp. 109-142

Author(s):

Hideki Katagiri

Keyword(s):

Research Methods ◽

Corporate Performance ◽

Measurement Methods ◽

Customer Engagement ◽

Academic Fields ◽

Engagement Factors

Customer engagement has been increasingly recognised as a measure of corporate performance. Several practitioners and researchers have proposed various customer engagement concepts. The concept of engagement has been discussed earlier in academic fields such as psychology and education before the notion of customer engagement became popular. However, researchers across disciplines have not reached a consensus on the implications, the factors that constitute engagement and the measures of engagement. Therefore, inconsistencies in the interpretations of engagement have complicated the use of the customer engagement concept to understand complex customer behaviours and to measure customer–company relationships. In this context, the present study summarises the differences in the interpretation of engagement concepts across disciplines, and identifies the sources of difficulty in interpreting engagement. The study develops a framework in terms of definitions, measurement methods and scales, research methods, and constructive concepts to better understand the concept of customer engagement.

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The Relationship Benefits of Auto Maintenance and Repair Service: A Case Study of Korea

Behavioral Sciences ◽

10.3390/bs10070115 ◽

2020 ◽

Vol 10 (7) ◽

pp. 115 ◽

Cited By ~ 1

Author(s):

Jinpyo Hong ◽

Boyoung Kim ◽

Sungho Oh

Keyword(s):

Service Sector ◽

Economic Benefits ◽

Customer Engagement ◽

Service Satisfaction ◽

Repair Service ◽

Maintenance And Repair ◽

Relationship Continuity ◽

Engagement Factors ◽

Relationship Benefits

This study aimed to empirically examine what effects confidence, social, and economic benefit factors have on continuous relationship orientation through the mediation of service trust, service satisfaction, and customer engagement factors in the auto maintenance and repair service sector. This study carried out a questionnaire survey with 319 customers using auto maintenance and repair service and verified hypotheses. As a result of the analysis, the confidence and social benefits of auto maintenance and repair service affected service trust, while the confidence and economic benefits affected service satisfaction. Service trust did not affect customer engagement or long-term relationship continuity but affected them when it mediated service satisfaction. Consequently, it was revealed that confidence benefit should be consolidated and that professionalism or service quality excellence in maintenance or repair becomes the most important factors to produce customer engagement or long-term relationship continuity in the auto maintenance and repair service. Although it is vital to improve trust or service, it is confirmed that a relationship can be maintained only if the auto maintenance or repair service is satisfactory.

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Online Engagement Factors on Instagram Local Fashion Brand Accounts

KnE Social Sciences ◽

10.18502/kss.v4i6.6618 ◽

2020 ◽

Author(s):

Rima Raidah Rachmah ◽

Lidia Mayangsari

Keyword(s):

Social Media ◽

Social Media Marketing ◽

Customer Engagement ◽

Substantial Influence ◽

Online Questionnaire ◽

Content Type ◽

Fashion Brand ◽

Online Engagement ◽

Marketing Tool ◽

Engagement Factors

Instagram is one of the most popular social media among young people. Indeed, Instagram not only used as social media but also a marketing tool for local fashion brands. There are various phenomena of Instagram marketing, yet there is still a lack of explanation of why the phenomena happened. Therefore, to propose an active social media marketing in Instagram for local fashion brands, identification of consumer engagement in social media is necessary. The objective of this research is to identify the forms of communication in which consumers most enthusiastically interact with local fashion brands on Instagram and explore the correlation between Instagram contents of fashion brands with the engagement of the consumers. The researcher surveyed through an online questionnaire as a tool to collect the data with Instagram active users as the requirement for respondents. The researcher found out that the content type of post characteristics influences boosting customer engagement. In this research, the content type classified into entertainment, informative, and remuneration posts. Each content type has different results in controlling customer engagement. Among the three classifications of content types, entertainment content type has the most substantial influence on customer engagement. Therefore, local fashion brands are recommended to utilize their marketing strategy by creating more entertainment content type, among other types on Instagram. Keywords: Instagram, social media marketing, content type, customer engagement.

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KONFIRMASI LIMA FAKTOR YANG MEMPENGARUHI KEPUASAN PESERTA PEKERJA BUKAN PENERIMA UPAH (PBPU) BPJS KESEHATAN

Jurnal Ilmiah Kesehatan ◽

10.33221/jikes.v18i2.215 ◽

2019 ◽

Vol 18 (2) ◽

pp. 64-74

Author(s):

Maya Fitri Nuraeni

Keyword(s):

Customer Value ◽

Customer Engagement ◽

Cross Sectional ◽

Customer Relation Management

Kepuasan pelanggan merupakan suatu pemenuhan harapan pelanggan yang dirasakan sesuai dengan ekspektasi yang diharapkan. Tujuan penelitian Mengetahui pengaruh langsung dan tidak langsung serta besaranya antara faktor Customer Relation Management (CRM), Customer Engagement, Kualitas Layanan, Trust dan Costumer value Terhadap Kepuasan Peserta PBPU BPJS Kesehatan KC Depok Tahun 2018. Desain penelitian cross sectional. Populasi penelitian keseluruhan peserta di BPJS Kesehatan KC Depok. jumlah sampel dalam penelitian ini adalah smpel 130 peserta PBPU yang berkunjung ke KC Depok. Metode analisis menggunakan SmartPLS 2.0 dan SPSS 16. Hasil penelitian menunjukkan variabel CRM 24,58%, Customer Engagement 19,50 %. Kualitas Layanan 11,93%, Trust 14,36%,Costumer value 6,13%. pengaruh langsung CRM terhadap Customer Engagement 49,96%, CRM terhadap kualitas layanan 66,42%, CRM terhadap Trust 4,38%, CRM terhadap customer value 30,80%, Customer Engagement terhadap kualitas layanan 4,58% Customer Engagement terhadap Trust 15,21%, Customer Engagement terhadap customer value 16,77 Kualitas Layanan terhadap Trust 30,66%, Kualitas Layanan terhadap customer value 11,01%, Trust terhadap customer value 14,54%. Dengan demikian dapat ditarik kesimpulan bahwa paling mempengaruhi Kepuasan Peserta PBPU BPJS Kesehatan KC Depok, dikarenakan CRM merupakan keseluruhan proses membangun dan memelihara hubungan peserta khususnya PBPU dengan BPJS kesehatan yang akan meminimalisir penurunan kualiatas pelayanan sehingga dapat meningkatkan pelayanan yang lebih baik. BPJS Kesehatan KC Depok diharapkan dapat memberikan pelayanan terbaik bagi npeserta sesuai dengan nilai dasar untuk tercapainya kepuasan pelanggan.

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