Effect of Brand Experience on Customer Engagement Through Quality Services of Online Sellers to Students in Bekasi

Customer engagement refers to the emotional attachment a student experiences as a customer during repeated and ongoing interactions. Engagement occurs through satisfaction, loyalty, and excitement about the brand experience. Organizations engage customers at the point of behavioral change by exploring opportunities for emotional connection through continuous and consistent positive experiences. When customers engage with a brand experience, they feel emotionally connected and excited about the product and the service quality. This study’s purpose is examining the effect of brand experience on customer engagement by using service quality as a mediator variable; this research was conducted by collecting data from 254 students of the iGeneration born in 1995. Overall, 254 students participated in this study. Of them, 172 people or 68% of the total respondents in this study were women, and 82 people or 32% were males. The results show no direct effect of brand experience on customer engagement, and there is a role for service quality mediators that mediate brand experience and customer engagement. The results are discussed, and the implications for the organization are mentioned.

An empirical examination of customer advocacy influenced by engagement behaviour and predispositions of FinTech customers in India

Background: The extensive adoption and usage of emerging technologies furthered by the global coronavirus disease 2019 (COVID-19) pandemic, has reduced direct face to face communications. New FinTech (financial technology) apps and technologies are flooding the Indian digital payments market and competitors are striving hard to attract and retain their customers. Especially when customer engagement behaviours (CEBs) are digital in nature, it is essential to gauge the intrinsically driven customer motivations which drive a positive CEB. The objective of this paper was to empirically test the influence of customer-based antecedents such as emotions, moral identity, self-concept, communal focus, perceived cost and perceived benefits on non-transactional experiential customer engagement behaviours (CEBs) and CEB’s effect on customer advocacy in the FinTech industry. Methods: Data from 380 financial app users in south India were gathered by administering a survey that captured customer predispositions, CEBs, and customer advocacy. Structural equation modelling (SEM) using smart PLS (partial least squares) 3.0 was applied to test the theoretical model. Results: Results indicate that CEB fully mediates the relationship between self-concept and customer advocacy. The positive CEBs get formed through customer predispositions leading to referral/advocacy behaviours. Conclusions: This paper provides directions for FinTech practitioners, marketers, technologists, and academicians to devise marketing strategies customized to customer needs and factors. This is one of the first research studies to demonstrate and empirically validate the CEB model for the FinTech industry during the COVID-19 pandemic.

Building Customer Engagement Through User-Generated Content: A Case Study on @Bt21Stuff.Id

As the popularity of K-Pop culture increases rapidly in Indonesia, many people started to see this as an opportunity to start a business. The business which started to get popular amongst K-Pop fans community nowadays is an online shopping entrusted goods service business which specialized in providing a service to help K-Pop fans in purchasing their favorite idol merchandises directly from South Korea. The competition for this online shopping entrusted goods service business keeps growing and increases every day, due to the popularity of K-Pop and the customers plays a crucial role in this business. Therefore, maintaining a customer engagement for this business is very necessary. The objective of this research is to reveal the contribution of user generated content created by the customers as a way to build customer engagement of @bt21stuff.id and also to reveal the motivations behind the creation of user generated content by the customers. This research is using a qualitative methodology and guided by using the concept of customer engagement cycle by Sashi (2012). The findings of this research shows that the user generated content plays a role in each stage of the customer engagement cycle and that the customers are mostly motivated by the empowerment motives in creating the user generated content.

Towards an Integrated Omni-Channel Strategy Framework for Improved Customer Interaction

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.

Unearthing Customer Engagement in Mobile Wallet Usage

Customers are switching to mobile wallets in making online purchases these days as the result of the convenience of this payment mode. This chapter aims to understand customer attitude towards the gratification sought from mobile payment and further investigate its influence on promoting customer engagement. Uses and gratification theory offered the underpinning theoretical explanation in the development of the conceptual framework for this study. This chapter provided a theoretical explanation in discoursing the role of the mobile wallet for promoting customer engagement. The linkage to the customer engagement for the mobile wallet operators was missing in the literature. In addition, the conceptual development of mobile wallets based on the uses and gratification perspective was critical in providing the foundation needed for mobile payment literature.