Moira Clark

Henley Business School · Marketing and Reputation

Emerging markets are a major contributor to global GDP, thus offering a primary source for economic growth. However, despite these acclaimed benefits, little remains known regarding customer engagement (i.e., a customer's resource investment in his/her brand interactions) in emerging markets, thus exposing a pertinent literature-based gap. The deve...

Purpose This study investigates the mediating role of consumer engagement (CE) in the relationship between perceived behavioral control (PBC) and purchase intent and the moderating role of perceived safety in the relationship between PBC and CE in the self-driving car (SDC) context. Design/methodology/approach To test the model, a sample of 368 co...

Ethical considerations are increasingly important because new online techniques of research such as online ethnography often have novel ethical challenges. Our research aims to help online ethnographers by providing a moral/philosophical framework to be used in making ethical decisions and guiding them to reflect on how these decisions affect and j...

Prior research has established the key impact of customers' Big Five personality traits (e.g., agreeableness/conscientiousness) on their brand engagement, suggesting that individuals exhibiting differing personality traits engage differently with brands. In parallel, extending influential customer engagement research, stakeholder engagement, which...

Though the customer journey (CJ) is gaining traction, its limited customer focus overlooks the dynamics characterizing other stakeholders’ (e.g., employees’/suppliers’) journeys, thus calling for an extension to the stakeholder journey (SJ). Addressing this gap, we advance the SJ, which covers any stakeholder’s journey with the firm. We argue that...

Purpose A significant management issue for nonprofit organisations (NPOs) is the disconnect between services beneficiaries and the funders of those services. Individual donors and fundraisers provide the resources to enable other people (or animals) to be supported. The purpose of this paper is to address this service management challenge through n...

Despite important strides made in the business model literature, substantially less is known regarding its constituent sub-concept of business model innovation (BMI). In particular, the role and dynamics of different stakeholders’ BMI-related engagement remain nebulous, as therefore explored in this paper. Moreover, though business models are recog...

Following the proliferation of customer engagement behavior research, rising interest is observed in marketing-based stakeholder engagement behavior, which covers any stakeholder's—including a customer's, employee's, firm's, supplier's, competitor's, and so forth—behavioral engagement in his/her role-related interactions, activities, and relationsh...

Alors que la recherche sur la cocréation est prolifique, les travaux existants ne particularisent pas la manière dont elle se manifeste sur les plateformes digitales. De plus, ces travaux ont essentiellement examiné le processus de cocréation en lui-même, et non le résultat de ce processus, c’est-à-dire, la valeur cocréée. Un examen plus approfondi...

Though ample studies address the cocreation process, scholarly understanding of the outcome of such cocreative processes (i.e. cocreated value) lags behind, particularly with respect to brand-related cocreated value. Based on this gap, we explore S-D logic-informed customer cocreated brand value (CCBV), which reflects a customer’s assessment of the...

Purpose-In recent years, customer engagement (CE) with brands, which has been shown to yield enhanced firm sales, competitive advantage, and stock returns, has risen to occupy a prominent position in brand management research and practice. Correspondingly, scholars have explored CE's conceptualization, operationalization, and its nomological networ...

Though customer engagement (CE) is heralded as a strategic organizational imperative, empirically derived insight into its nomological network remains sparse. Extending existing research, we therefore test service-dominant logic-informed CE vis-à-vis its key antecedents of knowledge sharing and learning, and its consequences of customer cocreation...

Responding to a call for research into storytelling within the nonprofit context, the paper contributes to an emerging research conversation about communicating organizational strategy through storytelling. The research analyses one hundred stories across 10 leading organizations to identify how they are being deployed and what that tells us about...

While cocreation research proliferates, existing studies fail to isolate its manifestation through digital (vs. non-digital) platforms. Moreover, extant research predominantly explores the cocreation process (vs. its outcome of cocreated value), which therefore merits further scrutiny, particularly in the digital context. Based on these gaps, we ex...

Purpose-While the customer brand engagement (CBE) research has advanced important insight, most studies to date explore CBE under regular, free-market conditions, yielding an important knowledge gap regarding its manifestation under less regular conditions, including disaster/ pandemics. This study, therefore, aims to explore CBE with essential/non...

Purpose While the customer brand engagement (CBE) research has advanced important insight, most studies to date explore CBE under regular, free-market conditions, yielding an important knowledge gap regarding its manifestation under less regular conditions, including disaster/pandemics. This study, therefore, aims to explore CBE with essential/non-...

Many non-profit organisations (NPOs) deliver their services and mission through volunteers. Brand has been shown to be a powerful influence on the decision to volunteer. What was not known was the role that brand plays in volunteer choice between NPOs. Understanding this enables NPOs to be more effective at attracting the volunteers they need, part...

Purpose This paper aims to explore how volunteers choose one nonprofit organisation (NPO) rather than another. It identifies the drivers of choice, and the relationship between them, to enable NPOs to strengthen their volunteer recruitment. Design/methodology/approach A total of 51 service-delivery volunteers were interviewed, drawn from 5 leading...

While virtual reality's importance is increasingly recognized in marketing, its role in the customer journey remains nebulous. We define virtual reality through the customer journey (VRCJ) as firms' use of computer-mediated interactive environments capable of offering sensory feedback to engage consumers, strengthen consumer/brand relationships, an...

Customer engagement (CE) research has rapidly developed in recent years, with insight being gleaned in such areas as CE conceptualization, valence, measurement, and theoretical associations. However, despite the development of understanding of CE’s impact on the focal customer (e.g., by cultivating his/her brand attachment/loyalty), much less remai...

The paper critically re-examines product life-cycle (PLC) theory, developed over 50 years ago. Despite prevalence in marketing pedagogy and continued popularity within empirical research, PLC is seldom challenged. The paper identifies the organisation-centric construct underpinning the theory and highlights a disconnection between PLC theory and th...

The number of customer management related research publications has increased significantly over the last decade (a 70 per cent increase); where key areas or themes have mainly focused upon subjects such as customer satisfaction, customer service, customer loyalty, customer relationship management and customer value. The number of published article...

The importance of customer management as an area for research inspired the formation of the Henley Centre for Customer Management in 2006. The Centre is a unique collaboration between business and academia, which aims to promote excellence in customer management. Together its members discuss and share current challenges to create a genuine opportun...

There is a story being told about charity brands that does not make for happy reading. In order to secure a sustainable future in this difficult economic environment, charities need to reach out effectively to their three main stakeholder groups – donors, volunteers and service users. One proven way to do that is through the brand. However investme...

This paper reports on an exploratory study of segmentation practices of organisations with a social media presence. It investigates whether traditional segmentation approaches are still relevant in this new socio-technical environment and identifies emerging practices. The study found that social media are particularly promising in terms of targeti...

Electronic word of mouth (eWoM) has been adopted by Internet users as a way of communicating their consumption preferences and experiences. Consumers are able to reach out to others, unknown to them, and have online conversations that can influence their behaviour. Organisations need to understand how to respond to these brand-related conversations...

The theoretical understanding of online shopping behavior has received much attention. Less focus has been given to the formation of the customer experience (CE) that results from online shopper interactions with e-retailers. This study develops and empirically tests a model of the relationship between antecedents and outcomes of online customer ex...

This study proposes a conceptual model for customer experience quality and its impact on customer relationship outcomes. Customer experience is conceptualized as the customer’s subjective response to the holistic direct and indirect encounter with the firm, and customer experience quality as its perceived excellence or superiority. Using the repert...

Customer interactions with an organization's website create opportunities for positive experiences that can lead to long-term relationship building. The range of potential interactions is now quite diverse, including product information search, purchase transaction and/or service delivery. The domain of customer experience (CE) is well developed in...

Increasingly, consumers are turning toward electronic community as a form of expression, giving marketers the opportunity to understand and communicate with consumers in specialist fields. Vast differences exist in the nature and performance of electronic communities, making selecting a community difficult. This article proposes a classification sy...

The bulk of market segmentation literature has concerned the generation of segments, with far less attention on what segmentation is used for – particularly surprising given the common speculations that the role of segmentation is changing due to CRM practices and the wider range of forms of customer insight which they enable. We explore market seg...

Analysis of the output of repertory grid method traditionally adopts a quantitative approach. For this reason limited qualitative work exists in the extant literature beyond the statistical analyses of repertory grid data. This paper evaluates the use of the qualitative approach to analyse the repertory grid outputs of a sample of managers in terms...

The purpose of this paper is to raise the awareness of a range of ethical dilemmas and challenges facing researchers who adopt ethnographic approaches in electronic community research. The paper considers what it means to conduct ethical research in electronic communities, drawing from the two main philosophical approaches: deontology (using codes...

Customer Relationship Management (CRM) projects often fail. We focus on the project justification process as one way of improving project success rates. We review how the typical combination of an Return On Investment (ROI) calculation and a project plan can have flaws as a project justification approach, and we propose the use of the Benefits Depe...

It has become a truism that the ability to learn is an organisation's only sustainable source of competitive advantage. In practice, this means the capability of translating data about customers into customer preference and hence shareholder value. Firms with superior data-to-value capability understand both the stages in this process and the organ...

There has been increasing interest in the field of customer retention in the last two decades.Much of that interest has focused on the economics of customer retention and developing plans and strategies for companies to follow in order to improve customer retention. There has been little research into what determines customer retention, particularl...

Concerned with modelling the impact of customer-employee relationships on customer retention rates in a major UK retail bank. Reveals that employee and customer perceptions of service quality are related to customer retention rates and that employee and customer perceptions of service quality are related to each other.

This paper reports on the process of conducting research,in Virtual Communities synthesizing aspects of Critical Theory within the broader methodological framework of Ethnography. This specific methodology,was created for the exploration of digital relational processes ,exhibited ,in consumer-to-consumer electronic ,trading communities. The aim of...

This paper reports on the process of conducting research in virtual communities through the practice of 'virtual ethnography' (Hine 2000). Beginning with a review of traditional ethnographic practices and belief ascriptions the authors consider the traditional means by which scholars have claimed 'criticality' in their work (Geertz 1995, Hammersley...