Towards an Insight into Customer Behaviors in Virtual Brand Communities

This study aims at exploring the effects of customer’s personal factors and characteristics of brand community on customers’ behaviors in virtual brand community. The data were collected from customers of virtual brand communities in Vietnamese context via a survey. The data show that among the customer’s personal factors, customer ability has the largest impact on customer active behaviors in virtual brand community while customer motivation and opportunity have smaller significant influences on customer behaviors. Regarding the characteristics of virtual brand community, information quality posted in virtual community has the most dramatic effect on customer involvement in active behaviors. System quality is also relevant to customer behaviors, yet virtual interactivity and rewards are unrelated to customer activity involvement. With the findings, research shows useful suggestions for businesses in Vietnam in their efforts to understand the impact of customer behavior in the virtual community.

Understanding Customer Motivation to Share Information in Social Commerce

The gradual emergence of social commerce is enhancing the development of businesses. The opinions exchanged and information shared by each consumer in the community affects consumers’ purchasing decisions and participation behaviors. This study established a consumer information sharing model in social commerce based on the theories of social exchange and communication ecology. Data were collected from 204 respondents and PLS technique was used to analyze the data. The results indicated that reciprocity and community participation exhibited a significantly positive effect on information sharing. Reciprocity and community participation also had partial mediation effects on the consumer–community and consumer–platform relationships.

Perceived-hotelscapes and its impact on customer patronage: an empirical perspective

This study reviews the impact of hotelescapes elements on customer cognitive responses and customer patronage in Saudi Arabia. This study explored the moderation role of customer motivation. The present study was developed after a systematic review of past literature. The present study found the critical influence of the study’s variables on customer patronage. Furthermore, the study provided some understanding of how hotelescapes affect customer patronage in Saudi Arabia. Three hundred and nine (319) usable responses were obtained. Data were analyzed using Statistical Package for Social Science (SPSS) and Partial Least Square-Structural Equation Modeling (PLS-SEM). The study’s findings show a positive and significant relationship between hotelescapes and customer patronage and cognitive responses. At the same time, there was no evidence showed to support the moderation effect of customer motivation. Stimulus Organism and Response (S-O-R) theory was used to underlie the conceptual framework. In addition, some implications of this conceptual model for theory and practice are discussed.

Examining Customer Motivation and Its Impact on Customer Engagement Behavior in Social Media: The Mediating Effect of Brand Experience

This study investigates the mediating effect of brand experience on the relationship between customer motivation and engagement behavior and conceptualizes customer motivation from the multiple dimensions of information seeking, entertainment, and social interaction. Based on 565 valid questionnaires, it analyzes the impact of customer motivation on brand experience and customer engagement behavior using SPSS and AMOS. First, customer motivation with information seeking, entertainment, and social interaction significantly impacts customer brand experience. Second, customer brand experience significantly impacts customer engagement behavior of reuse, feedback, and WOM intentions. Finally, this study explores the mediating role of customer brand experience between customer motivation and customer engagement behavior and its impact on social media. It provides a reference for social media literature research. These findings will provide insights on motivating customers to participate in social media.

Examining the role of customers' intrinsic motivation on continued usage of mobile banking: a relational approach

PurposeThis research seeks to establish the roles of marketer-driven relationship-building strategies – relationship-marketing orientation and knowledge sharing with customers on intrinsic customer motivation and the continued usage of mobile banking apps.Design/methodology/approachAn online survey was conducted among 342 m-banking users in India. Data were analyzed and the hypotheses were tested using structural equation modeling.FindingsRelationship-marketing orientation was found to have a positive and significant influence on customer intrinsic motivation and knowledge sharing with customers. Customer intrinsic motivation was found to play a dual role as a driver of continued mobile banking usage and as an intervening mechanism between relationship-marketing orientation and continued usage of mobile banking.Research limitations/implicationsThis research was conducted only in one country. It was therefore not possible to consider varying regulations across markets and their effects on continued usage of mobile banking.Originality/valueFirst time in the m-banking literature, this research establishes the pivotal role of intrinsic customer motivation in the continued usage of mobile banking. While evaluating drivers of continued usage of m-banking, most studies considered various aspects of the technology itself. This research instead evaluates consumer-centric and marketer-led antecedents in driving the continued usage of mobile banking.

CUSTOMER PREFERENCES ON SUSTAINABLE FASHION PURCHASES: A CONCEPTUAL MODEL

This research purpose is to investigate customer motivation when purchasing sustainable fashion. These research objectives are to investigate customers' perception toward sustainable fashion, to determine the preferences of customers in buying sustainable fashion, and the range of price limits of customers in purchasing sustainable fashion. Therefore, for this research, there are several papers that are being reviewed and preliminary research being conducted. The literature analysis and preliminary studies have shown that customer preferences such as Price, Quality, Design, Brand Image, and Promotion influencing sustainable fashion purchases. Based on the literature review and preliminary study, this research was able to produce a simple conceptual framework. This research’ findings will be useful for fashion brand owners in developing their business. These findings can be useful to create pricing strategies, marketing strategies, and product strategies.

On the road: customer motivation and non-petrol purchases of petrol station customers in Poland

The fact that a lot of people in Poland travel by car creates a lot of different business opportunities for the retail sector. Petrol stations are among various entities that attempt to take advantage of this situation. The main purpose of this article is to identify and assess the behaviour of petrol station customers in Poland regarding their motivations for choosing particular facilities and their non-fuel purchases.The study is based on results of a CAWI survey of 603 customers. To make sure that sample was representative, its composition was controlled in terms of the following respondent variables: sex, age, size of the town of residence and province. Consumer behaviour can be affected by a number of factors but only some of them could be addressed in the study, which can be regarded as one of its biggest limitations. Nevertheless, the results provide an interesting insight on this topic. The main contributions of the study include the creation of a typology of petrol stations, identification and assessment of consumer motives for selecting a given facility and information about non-fuel purchases made by customers. The most frequent motives for selecting a given petrol station include convenient location, brand, and the price of petrol and other products. In addition to fuel, customers usually stop to buy coffee and fast food, alcoholic beverages and basic groceries. The authors discuss statistically significant differences between different types of petrol stations in the above mentioned respects. The results of the survey can be of interest to owners of petrol stations as guidance on how to adjust their marketing strategies, especially in terms of the composition of their offering.

Influence of Non-Price Factors of banks’ Activities on their Financial Results

The subject of the research is the customer motivation towards certain banks regardless of the pricing policy. The aim of this study is to determine the significance of non-price factors for attracting customers by banks and its influence on banks’ revenues and profit. The theoretical and methodological basis of the study included the scientific works of foreign scientists on the influence of non-price factors on customer loyalty in banking.The author used methods of qualitative and quantitative analysis of scientific publications, regulatory and legal sources, retrospective statistical data, and analytics of well-known consulting firms. The results of the study suggest areas for improvement for commercial banks in terms of the quality of values (non-price) offered to customers and approaches to understanding customer loyalty. The author concludes that despite the importance of banking services cost reduction and thus intensifying competition, a constant focus on cutting prices, which are relatively the same for all banks in terms of product range and basic conditions, does not necessarily contribute to expanded market share and profitability of financial institutions, while a comprehensive understanding of customer needs, timely and relevant offers, a personalized customer service, as well as a bank’s shifting focus from a product to a customer problem-solving approach will help banks to attract customers, improve their loyalty, increase service sales and expand the product range, ultimately, spurring growth and better economics for banks.

Exploring the effects of customer’s values on motivation and co-creation behavior – a study of education service

Marketing theories recently emphasize the role of customers in a value co-creation process to create value for themselves. From service-dominant logic, value co-creation refers to interaction and resource integration between customers and other actors in the service ecosystem. To perform any behavior, from self-determination theory, intrinsic motivation is the key driver. The question is, why is there a difference between a customer’s intrinsic motivation when they participate in the value co-creation process? This study aims at proposing the model about the effects of three types of personal values, including self-direction: thought, achievement, and tradition on customer’s intrinsic motivation. The analysis is based on the context of higher education in Vietnam. The results indicate that all three types of personal values have a positive impact on customer’s intrinsic motivation. In addition, self-direction: thought is found to have the strongest positive significant impact on customer’s intrinsic motivation. Moreover, the results also prove the important role of intrinsic customer motivation in performing their value co-creation behaviors. Besides that, this current study provides some research gaps for further study on creating customer motivation through a value co-creation process.