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The role of co-creation experience in engaging customers with service brands
Abstract
Purpose
This study aims to investigate the outcomes of customers’ co-creation experience in a realistic and routinely performed co-creation setting, a restaurant. To fulfill this purpose, the current study links the branding literature to hospitality research and offers a novel framework by incorporating customers’ co-creation experience, customer brand engagement, emotional brand attachment and customer satisfaction in an integrated research model.
Design/methodology/approach
Data were collected from 421 diners at Chinese hotpot restaurants via a self-administered questionnaire. The reliability and convergent and discriminant validities were established through confirmatory factor analysis, and then hypotheses were tested through structural equation modeling.
Findings
This study demonstrates that customers’ co-creation experience with a restaurant brand positively impacts customer brand engagement, emotional brand attachment and customer satisfaction. In addition, current study examines these relational paths at the dimensional level by taking the co-creation experience and customer brand engagement as multidimensional constructs. The resulting in-depth investigation reveals that the hedonic, social and economic experience dimensions of co-creation experience positively influence customer satisfaction, emotional brand attachment and customer brand engagement’s buying, referring, influencing and feedback dimensions.
Practical implications
This study helps relationship and brand managers better understand customer experience in co-creation settings and paves the way for managers to devise engagement strategies.
Originality/value
The current study marks an initial attempt to delineate the outcomes of customers’ co-creation experience in a realistic co-creation setting. Furthermore, the study is first of its kind that investigates the relationship of co-creation experience and customer brand engagement at the dimensional level.
... Learning experience pertains to the new knowledge and competencies gained through a co-creation activity (Hussain et al., 2021). Engaging in co-creation activities enables consumers to acquire insights into products and services, encompassing their fundamental principles and technologies (McGuire et al., 2024). ...
... Engaging in co-creation activities enables consumers to acquire insights into products and services, encompassing their fundamental principles and technologies (McGuire et al., 2024). Learning experience also facilitates consumers in discovering innovative product applications and provides opportunities for learning from the co-creation activities of other participants (Hussain et al., 2021). Social experience characterises the customer experience resulting from cultivating and reinforcing social relationships among the involved actors in the co-creation activities (Shi et al., 2022). ...
... Five measurement items for content quality were adapted from the studies of (Garcia-Madariaga et al., 2019) and (Loureiro et al., 2020), five items of visual appeal from and (Loureiro et al., 2020), and four items of social interaction from . Co-creation experience consists of latent variables of learning, personal, social, and hedonic experiences measured using instruments adapted from (Shen et al., 2023) and (Hussain et al., 2021). The study used items from (Madi et al., 2024) to measure E-WOM. ...
Anchoring on the value of co-creation theories and stimulus-organism-response (S-O-R), the purpose of the study is to examine co-creation experience among Gen Z. First, the study aims to investigate the role of mobile commerce quality in driving Gen Z co-creation experience. Second, it seeks to understand the impact of a positive co-creation experience on the likelihood of engaging in E-WOM. An online survey was designed to collect 679 responses using purposive sampling from mobile commerce users. The data was analysed using PLS-SEM to test the hypotheses. The results demonstrate that mobile commerce quality and personal traits contribute to increased co-creation experience. In addition, the results indicate that E-WOM is determined by learning, personal, and hedonic experiences, which are influenced by content quality, visual appeal, social interaction, and propensity to interact online. The research provides insights for mobile commerce managers into increasing co-creation experience as the source of competitive advantage.
... Grounded in SCT, customer experience can shape behavior (Schunk and DiBenedetto, 2020). Customer experience emanates from direct or indirect interactions between customers and firms (Homburg et al., 2017;Hussain et al., 2021). Incorporating customers is paramount for co-creating value in service delivery (Edvardsson et al., 2011;Prahalad and Ramaswamy, 2004), with experience being a pivotal component in enhancing the process of value cocreation (Gr€ onroos, 2011). ...
... Therefore, it is imperative for service firms to ensure a valuable co-creation experience, as it is paramount for enhancing engagement (Brodie et al., 2019;Hollebeek et al., 2019). Positive co-creation experiences can heighten engagement, fostering behaviors such as referrals, influencing potential customers, and providing valuable feedback (Hussain et al., 2021). This, in turn, strengthens co-creation efforts (Wu and Gao, 2019) and encourages value co-creation behavior (Nadeem et al., 2021). ...
... Eligibility criteria for participants included being a minimum age of 18 and having visited a hospital for healthcare services within the preceding three months. This timeframe was chosen to ensure participants could accurately recall their recent service experiences (Hussain et al., 2021;Xie et al., 2020), as recall accuracy diminishes over time, and a three-month window strikes a balance between recency and participant availability, thereby enhancing the validity of the responses and the overall quality of the data collected in an accessible, pragmatic manner (Lim, 2024). ...
Purpose
Customer value co-creation behavior is promising but undertheorized. To bridge this gap, this study examines the viability of a social cognitive theory positing that customers' value co-creation behavior is shaped by their co-creation experience, self-efficacy, and engagement.
Design/methodology/approach
Using healthcare as a case, a stratified random sample comprising 600 patients from 40 hospitals across eight metropolitan cities in an emerging economy was acquired and analyzed using co-variance-based structural equation modeling (CB-SEM).
Findings
Customers' co-creation experience has a positive impact on their co-creation self-efficacy, co-creation engagement, and value co-creation behavior. While co-creation self-efficacy and engagement have no direct influence on value co-creation behavior, they do serve as mediators between co-creation experience and value co-creation behavior, suggesting that when customers are provided with a co-creation experience, it enhances their co-creation self-efficacy and engagement, ultimately fostering value co-creation behavior.
Originality/value
A theory of customer value co-creation behavior is established.
... Writing reviews and taking legal action meet the definition of feedback in terms of providing operational information on reducing the gap between the actual and the desired state of a parameter (Van Doorn et al. 2010). The extra role of customers, including customer citizenship behavior, describes the voluntary gestures of customers that do not involve actual purchase or consumption but can consist of product development participation, support for other customers, or the provision of constructive feedback (Hussain et al. 2021;Paulssen et al. 2019). ...
... Personal/individual antecedents refer to the quality, knowledge, or attributes of the feedback provider. Accordingly, attitude refers to a set of emotions or beliefs of the feedback provider toward a particular object (Akman et al. 2018;Oertzen et al. 2020;Seifert -Kwon 2019;van Tonder et al. 2020;Van Tonder -Petzer 2022); brand attachment describes the emotional connection of the feedback provider to the brand (Hussain et al. 2021); brand experience is a subjective internal response to brand-related stimuli (Kennedy 2017;Sarkar -Banerjee 2021;Yang et al. 2021); brand knowledge refers to the individual's understanding of the brand and products (Sarkar -Banerjee 2021); demographics (Oertzen et al. 2020) are related to the characteristics of the individual; and motivation is the driving force behind the individual's actions (Burnham et al. 2021; Dewalska-Opitek -Mitrȩga 2019). Self-congruity refers to the difference or similarity between one's self-perception and one's perception of a brand (Shen et al. 2020 Relational antecedents are those that refer to an aspect of a relationship between the feedback receiver (i.e., the firm) and the feedback provider (i.e., the customer), such as company relations, under which we categorize variables determining firms' activities targeting the customer-firm relationship (Dewalska-Opitek -Mitrȩga 2019; Fagerstrøm et al. 2020;Paulssen et al. 2019;Sarkar -Banerjee 2021), and engagement, through which we describe the strengths of the relationship between the actors (Ferm -Thaichon 2021;France et al. 2018;Piyathasanan et al. 2017;Vokić et al. 2022;Yang et al. 2021). ...
... An image describes a general impression of a subject, such as a tourist destination(Vokić et al. 2022). Perceived values or benefits are product-related attributes(Celuch -Walz 2020;Hussain et al. 2021;Robinson -Celuch 2016;Rubio et al. 2019;Sarkar -Banerjee 2021;Van Tonder - Petzer 2022), similar to product quality(Carlson et al. 2018;Oertzen et al. 2020;Zakiah et al. 2023) and product usage(Tseng 2020). ...
This paper aims to enhance the understanding of the influencing factors and consequences of feedback, with a particular focus on brand outputs and co-creation, and to identify future research areas related to feedback. First, we propose to clarify definitions by introducing actionable customer feedback and drawing clear distinctions among synonymic concepts used in the literature. Then, we conduct a systematic literature review of 73 journal articles from the past two decades and synthesize their findings in the feedback, brand, and co-creation intercept. We also introduce a structure for feedback-related antecedents, moderators, mediators, and performance outputs. As a main contribution, we offer a visual representation of the findings of the systematic literature review to support scholars of customer behavior who are discovering their own directions according to their expertise. Through the use of visual tools such as tables and figures, we provide summary statistics reflecting the methodologies used in the literature, the industries involved, the geographical spread, and adjacent theories used. We also summarize the different positions of feedback within conceptual frameworks. We contribute to the literature by proposing and visually demonstrating new grouping dimensions of the antecedents, mediators, moderators and performance outcomes of the feedback literature. Finally, we recommend directions for future research on actionable feedback. We recommend studying the mediating and moderating impacts of demographics, gender, environmental characteristics, geography (especially developing economies), and B2B businesses on actionable feedback. The roles of trust and feedback in brand outputs, for example, brand value and brand equity, requires further investigation. Finally, we recommend exploring constructs in which feedback plays multiple roles in different positions.
... Scholars have noted that consumers who actively engage in the process of co-creating brand values is a key indicator of SMBBC's success (Hajli et al., 2018). Brand value co-creation, which contributes to firms either directly (e.g., buying behavior) or indirectly (e.g., referring brand to others, influencing others to use the brand; Hussain et al., 2021), is considered the next frontier in competitive effectiveness (Chou et al., 2016;Ramaswamy and Ozcan, 2016). As such, much research effort has been devoted to exploring the factors that could encourage consumers as members of SMBBCs to engage in brand value co-creation behavior in SMBBCs (e.g., Chen et al., 2021;Ferm and Thaichon, 2021;Nadeem et al., 2021). ...
... For instance, site attachment was found to mediate the effects of gratifications (e.g., entertainment, informativeness, social interaction) on an individual's behavioral intention in the SNS context (Kim et al., 2019). Prior research has also shown the role of emotional brand attachment on direct contribution (i.e., buying) and indirect contribution (i.e., referring, influencing, feedback) to the brand (e.g., Hussain et al., 2021;Sanz-Blas et al., 2019;Tung et al., 2017;Zhou et al., 2012). Nevertheless, attaching to a brand may not necessarily be attaching to a brand community. ...
... Second, our research improves the understanding of brand value co-creation behavior and its mechanisms by proposing an integrated model to investigate the under-explored questions around how different types of gratifications contribute to the process of brand value co-creation through the lens of the U&G and attachment theories. Lastly, unlike previous studies that treated attachment as a unidimensional construct only for emotional-based attachment (e.g., Hussain et al., 2021;Sanz-Blas et al., 2019;Zhou et al., 2012), this research demonstrates the roles of different types of attachments (i.e., common identity-based and bond-based attachments) to influence members' motivations to brand value co-creation behaviors in SMBBCs (Fiedler and Sarstedt, 2014;Kim et al., 2016). This research also advances our understanding of the most important type of attachment to contribute to consumers' brand value co-creation activities in SMBBCs. ...
... Harrigan et al., 2019) to underline the CBE's critical role during (vs pre) the pandemic. Third, we examine the mediating role of customer brand engagement in affecting the relations between SMI/brand co-creation, perceived risk/brand co-creation, SMI/ behavioral intention and perceived risk/behavioral intention during pandemic, thus extending previous research like , Hussain et al. (2020), and Harrigan et al. (2019). Fourth, we also explore the moderating role of tourism threat-based perceived severity and coping appraisal-based self-efficacy in hypothesized associations. ...
... Existing research further reveals the role of CBE in developing customer's behavioral intent. Such as, in tourism-based context, tourist's brand engagement positively affects visitor's behavioral intent, encompassing their intention to recommend the brand to other tourists (Rasoolimanesh et al., 2022;Hussain et al., 2020). In other words, we propose that tourists encourage strong behavioral intentions with an attraction/destination, if they are engaged toward that tourism-destination/site. ...
... Third, this research identified perceived psychological risk and SMI's indirect impact on co-creation and behavioral intent, as mediated through CBE during pandemic, therefore extending prior research involving Hussain et al. (2020) and Harrigan et al. (2019). Fourth, the current article explores the moderating role of threat and coping appraisal (perceived severity and self-efficacy) in proposed links, revealing key managerial insights. ...
Purpose
Drawing upon protection motivation theory and service-dominant-logic, the authors develop a model, which examines the influence of perceived psychological risk and social media involvement (SMI) on customer-brand-engagement (CBE), brand co-creation and behavioral intention during COVID-19 outbreak in the tourism context. The current research also explores the mediating effect of CBE, and moderating role of tourism-based threat/coping appraisal in the proposed associations.
Design/methodology/approach
To investigate such issues, the authors deploy a sample of 320 tourism consumers by adopting partial least squares-structural equation modeling or (PLS-SEM).
Findings
PLS-SEM findings revealed that SMI positively impacts tourism-CBE. Secondly, results revealed the customer brand engagement's significant-positive effect on brand co-creation and behavioral intent. Third, results showed the social media's and psychological risk's indirect impact on co-creation and behavioral intent, as mediated through customer brand engagement. Fourth, results exposed a significant/negative moderating effect of threat appraisal and significant/positive moderating role of coping appraisal in projected relationships.
Research limitations/implications
Given the study's focus on pandemic-based SMI, CBE and co-creation, the authors contribute to the existing tourism marketing literature, which also generates plentiful avenues for further research, as delineated.
Practical implications
This research facilitates tourism brand managers to better understand the drivers of CBE and paves the way for managers to develop CBE and threat/coping strategies during pandemic.
Originality/value
Despite the increasing understanding of social media, CBE and co-creation in tourism, limited remains identified regarding the association of these, and associated, factors during pandemic, as thereby explored in the current research.
... The mediating relationship of the cognitive and emotional constructs between perceived ease of use, EWM and, e-word of mouth, and buying intentions was proven in practice; successful ease of use and psychological engagement create favorable behavioral intentions for technology and brands (Hollebeek et al., 2022). The cognitive and emotional bonds formed through ease of experience positively affect buying intentions (Jang et al., 2015), and brands may benefit financially and relationally from e-word of mouth by establishing cognitive and emotional bonds through engagement (Hussain et al., 2020;Zhang et al., 2018). It may thus be inferred that users who successfully engage with VTO services will most likely buy from the brand. ...
... In other words, successful usefulness and psychological engagement create favorable behavioral intentions for VTO services and brands (Hollebeek et al., 2022). The cognitive and emotional bonds formed through the usefulness of their experiences can positively affect buying intentions and e-word of mouth (Hussain et al., 2020;Zhang et al., 2018). Thus, it may be inferred that users influenced by the usefulness of VTO services will cognitively and emotionally feel more inclined to positive e-word of mouth and buying intentions for the VTO services and brands. ...
Purpose
New-age technologies are driving brand digitalization and influencing consumer retail experiences and consumption patterns. Although past research addresses users’/consumers’ acceptance of these technologies in retail, it refrains from thoroughly studying interaction and engagement. Stemming from the technology acceptance model, the purpose of this paper is to empirically study the practicality of the technology-enabled engagement process comprising stages of interaction, psychological engagement, value-in-use and behavioral engagement during consumers’ interactions with augmented reality, artificial intelligence and machine learning based virtual try-on services.
Design/methodology/approach
Data from an online survey conducted in China of 339 consumers who experienced the virtual-try-on service is analyzed using partial least squares-structural equation modeling.
Findings
The results support the technology-enabled engagement process of brand virtual try-on services. Perceived ease of use and usefulness are robust antecedents of the framework during the interaction stage. Emotional and cognitive aspects contribute to the psychological engagement and value-in-use stages that convert into positive e-word of mouth and buying intentions about the brand in the behavioral engagement stage.
Originality/value
The research contributes to the technology acceptance model, information systems and technology marketing literature by testing a novel technology-enabled engagement process, which previously lacked empirical validation. Specifically, it uses technology acceptance model constructs as antecedents of the technology-enabled engagement process framework, with behavioral intentions in the form of e-word of mouth and buying intentions as precedents. It also provides insights into brands’ virtual try-on services in online retail environments. Practical implications for brand managers are discussed.
... The mediating relationship of the cognitive and emotional constructs between perceived ease of use, EWM and, e-word of mouth, and buying intentions was proven in practice; successful ease of use and psychological engagement create favorable behavioral intentions for technology and brands (Hollebeek et al., 2022). The cognitive and emotional bonds formed through ease of experience positively affect buying intentions (Jang et al., 2015), and brands may benefit financially and relationally from e-word of mouth by establishing cognitive and emotional bonds through engagement (Hussain et al., 2020;Zhang et al., 2018). It may thus be inferred that users who successfully engage with VTO services will most likely buy from the brand. ...
... In other words, successful usefulness and psychological engagement create favorable behavioral intentions for VTO services and brands (Hollebeek et al., 2022). The cognitive and emotional bonds formed through the usefulness of their experiences can positively affect buying intentions and e-word of mouth (Hussain et al., 2020;Zhang et al., 2018). Thus, it may be inferred that users influenced by the usefulness of VTO services will cognitively and emotionally feel more inclined to positive e-word of mouth and buying intentions for the VTO services and brands. ...
... Kepuasan penerima layanan merupakan penentu utama engagement, dimana mereka termotivasi untuk melakukan engagement dengan organisasi penyedia layanan apabila mereka puas dengan interaksi dengan organisasi penyedia layanan (Agyei, Sun, Penney, Abrokwah, & Ofori-Boafo, 2021). Engagement muncul dari pengalaman interaksi dan kokreasi penerima layanan dengan organisasi penyedia layanan melalui hubungan pelayanan yang menghasilkan kontribusi langsung dan tidak langsung pada keberhasilan pelayanan (Hussain, Jing, Junaid, Zaman, & Shi, 2021). Kontribusi langsung engagement misalnya pada partisipasi penerima layanan menggunakan layanan elektronik, sedangkan kontribusi tidak langsung misalnya umpan balik yang diberikan penerima layanan terhadap organisasi penyedia layanan untuk keberhasilan jangka panjang (Hussain et al., 2021). ...
... Engagement muncul dari pengalaman interaksi dan kokreasi penerima layanan dengan organisasi penyedia layanan melalui hubungan pelayanan yang menghasilkan kontribusi langsung dan tidak langsung pada keberhasilan pelayanan (Hussain, Jing, Junaid, Zaman, & Shi, 2021). Kontribusi langsung engagement misalnya pada partisipasi penerima layanan menggunakan layanan elektronik, sedangkan kontribusi tidak langsung misalnya umpan balik yang diberikan penerima layanan terhadap organisasi penyedia layanan untuk keberhasilan jangka panjang (Hussain et al., 2021). Engagement penerima layanan berhubungan dengan pengalaman interaktif dan kokreasi nilai, serta melibatkan hubungan aktif dengan organisasi penyedia layanan dan menciptakan ikatan emosional (Frasquet-Deltoro et al., 2019). ...
Abstrak Disertasi ini membahas tentang perilaku kokreasi nilai klien di bidang pelayanan kesehatan publik elektronik. Khususnya, penelitian ini mengkaji perilaku partisipasi dan perilaku citizenship oleh klien selama pandemi Covid-19 melalui penggunaan aplikasi contact tracing, serta kontribusinya terhadap kesejahteraan, kepuasan, engagement, dan keinginan klien. Penelitian ini menggunakan sampel 758 klien aplikasi PeduliLindungi (untuk Covid-19 contact tracing) di Indonesia. Partial least squares structural equation modeling (PLS-SEM) digunakan untuk menganalisis data. Temuan penelitian menunjukan bahwa terdapat pengaruh signifikan dari fitur aplikasi dan sistem aplikasi pada perilaku partisipasi dan perilaku citizenship. Perilaku kokreasi nilai secara signifikan mempengaruhi kesejahteraan klien dan kepuasan klien terhadap kokreasi. Kesejahteraan klien tidak terbukti signifikan mempengaruhi keinginan klien untuk meneruskan kokreasi. Terakhir, kepuasan klien terhadap kokreasi mempengaruhi engagement klien dan keinginan klien untuk meneruskan kokreasi, serta engagement klien turut mempengaruhi keinginan untuk meneruskan kokreasi secara signifikan. Abstract This dissertation examines clients' value co-creation behavior in public health e-service settings. Specifically, the study examines the clients' participation and citizenship behavior during the Covid-19 pandemic through the use of contact tracing apps and how it contributes to client well-being, satisfaction, engagement, and intention. This research draws upon a sample of 758 clients of the PeduliLindungi app (for Covid-19 contact tracing) in Indonesia. Partial least squares structural equation modeling (PLS-SEM) was used to analyze data. The findings indicated that the influence of app features and app systems on client participation and citizenship behaviors was significant. Both value co-creation behaviors significantly influence client well-being and satisfaction with co-creation. Client well-being does not affect the intention to continue co-creating. Finally, client satisfaction with co-creation influences client engagement and intention to continue co-creating, and client engagement significantly influences client intention to continue co-creating.
... CCE measured by three indicators and nine items from Campos et al. (2017) and Hussain et al. (2020). ...
... Sources: Co-Creation Experience from Campos et al. (2017) and Hussain et al. (2020); Involvement from Andrades and Dimanche (2014); Satisfaction from Grissemann and Stokburger-Sauer (2012); Tourists' Citizenship Behavior from Groth (2005) also Liu and Tsaur (2014); Perceived Risk of Covid-19 from Yin et al. (2020) j TOURISM REVIEW j ...
Purpose
This study aims to highlight the influence of co-creation experience (CCE) on tourists’ citizenship behavior (TCB), emphasizing the Indonesian ecotourism sector during the post-COVID pandemic.
Design/methodology/approach
By using a judgmental sampling, data were collected from 150 visitors who visits Indonesian ecotourism resort and acquired the wildlife experience through co-creation process. To evaluate the relationship model, partial least squares-structural equation modeling by SmartPLS 3rd version was used in this study.
Findings
The result indicated that CCE in terms of Indonesian ecotourism had an effect on involvement (INV) and satisfaction (SAT). Result ascertain INV and SAT direct effect on TCB. Multigroup analysis indicated that perceived risk of COVID-19 could moderate insignificantly the relationship among INV, SAT on TCB.
Research limitations/implications
This study focuses on CCE, INV, SAT and TCB in Indonesian ecotourism with wildlife attraction and contributes an insight for tourism research; thus, the results cannot be generalized for other ecotourism worldwide.
Practical implications
The proposed model of this study suggests the need to review the current condition of citizenship behavior at destination level, especially regarding to cleanliness and crowd controlling on post-COVID pandemic to maintain tourists’ health and safety while traveling.
Social implications
Achieving TCB in different types of destination (ecotourism) requires specific development models concerning environmental conditions.
Originality/value
Though CCE, INV, SAT and TCB have identified as main topics for tourism research especially in ecotourism sector, the related factors of TCB in post-COVID-19 era are remain limited.
... In the field of marketing, co-creation has proven to be a significant element to foster consumer engagement (France et al., 2018;Hussain et al., 2021) and brand equity (Rubio et al., 2020;Sadyk & Islam, 2022). Recent studies also show the correlation between co-creation and sustainability (Almeida et al., 2021;Palakshappa & Dodds, 2021;Pomering, 2017), explaining why more brands are taking an active part toward a more sustainable businessboth commercially and environmentally. ...
... Sadyk & Islam (2022) studies Instagram users in Almaty City, Kazakhstan, and found that value cocreation behavior impacts continuous usage intention to use social media. Similarly, albeit in a different field, Hussain et al. (2021) note that co-creation experience with the brand positively impacts brand engagement, emotional brand attachment, and customer satisfaction. ...
Dari 17 SDG yang dipaparkan pada Peta Jalan SDGs Indonesia. Menuju 2030, SDG12 Konsumsi dan Produksi yang Bertanggung Jawab adalah salah satu yang paling tidak menjadi prioritas, dilihat dari minimnya data, tujuan, dan diskusi terkait arah kebijakan. Namun demikian, brand dan perusahaan gesit menjawab dorongan untuk mencapai SDG dengan mengambil langkah keberlanjutan di sepanjang proses bisnis dan mengkomunikasikan hal tersebut ke pemangku kepentingan melalui berbagai kanal. Salah satunya adalah Garnier Indonesia, yang melakukan koproduksi layanan pengelolaan sampah terintegrasi dengan eRecyccle. Layanan ini gratis dan konsumen dapat memesan penjemputan sampah anorganik bersih dan terpilah. Studi ini bertujuan untuk menganalisis dan memahami peran brand co-creation dalam mengkomunikasikan konsumsi berlanjut terutama dalam pengelolaan sampah. Ini dilakukan menggunakan kerangka konsep co- production, co-creation, dan komunikasi keberlanjutan. Data dikumpulkan melalui wawancara mendalam dengan orang-orang kunci terkait kolaborasi ini, serta analisis data sekunder yang diterbitkan pada kanal daring Garnier & eRecycle. Studi ini menyimpulkan bahwa kolaborasi antara Garnier dan eRecycle dapat dianalisis dalam dua fase: co-production dan co-creation. Lebih jauh lagi, proses co-creation antara konsumen dengan kedua brand terjadi dalam dua faset: dengan Garnier dan/atau eRecycle sebagai sebuah brand, dan dengan eRecycle sebagai sebuah layanan. Faset pertama mendorong ko-kreasi keberlanjutan secara tidak langsung, dan fase kedua menghasilkan ko-kreasi keberlanjutan secara langsung. Hal ini juga menunjukkan bahwa pendekatan ko-kreasi dapat diadopsi sebagai strategi untuk mengkomunikasikan mengenai keberlanjutan kepada masyarakat luas.
... Customer brand co-creation behavior plays a crucial role in mediating the impact of gastronomic experiences on revisit intention in culinary tourism. The research shows that customer co-creation experiences positively influence customer brand engagement, emotional attachment to the brand, and satisfaction (Hussain et al., 2020). Additionally, the co-creation experience in dining has a positive impact on perceived personalization and brand love (Mohammad & AbouElezz, 2020). ...
The increasing competition in the culinary tourism industry highlights the need for businesses to better understand customer behavior to encourage repeated visits. This study investigates the mediating role of customer brand co-creation behavior in the effect of gastronomic experience on revisit intention among Generation Z café visitors in Bali, Indonesia. Data were collected from 250 respondents via an online survey and analyzed using Partial Least Squares Structural Equation Modeling. The analysis reveals that gastronomic experience has a significant positive impact on revisit intention (β = 0.479, p < 0.05) and customer brand co-creation behavior (β = 0.534, p < 0.05). Additionally, customer brand co-creation behavior positively influences revisit intention (β = 0.380, p < 0.05) and mediates the relationship between gastronomic experience and revisit intention (β = 0.203, p < 0.05). These findings suggest that providing high-quality gastronomic experiences, focusing on food, service, and environment, and encouraging active customer participation in co-creation activities can significantly enhance the likelihood of repeat visits. By fostering deeper customer participation and brand co-creation behavior, businesses can significantly enhance revisit intention, which is essential for long-term success in the competitive culinary tourism sector. These findings contribute to a better understanding of the dynamics between gastronomic experiences, customer brand co-creation behavior, and revisit intentions. AcknowledgementThis research was funded by LPPM Universitas Udayana, Indonesia with contract number: B/255.108/UN14.4.A/PT.01.03/2024.
... Likewise, Barta et al. (2023) noted that TikTok users engage with food content from influencers, enjoying hedonic experiences through visual and auditory elements. Furthermore, co-creation experiences in restaurants, where customers actively engage with the brand as former patrons, also enhance hedonic experiences by fostering emotional brand attachment and customer satisfaction (Hussain et al., 2021). For this current study, influencers are perceived as the most credible, followed by former customers and restaurant operators. ...
... A smart tourism destination (STD), which aims to employ natural, cultural, and intangible resources within physical and administrative bounds, is a collection of tourism facilities and services with many multi-dimensional features, providing tourists with compound experiences [1]. Conceptual and empirical research focused on the various aspects of tourists' experiences have highlighted that acknowledging tourists' participation and presence is critical for building experience value [2][3][4]. The degree and capacity of STDs to cope with and co-create with various conditions and people could affect tourists' overall satisfaction [5]. ...
In smart tourism, co-creation involves a collaborative effort among tourists, tourism service providers, and other stakeholders to enhance tourism experiences. This study aims to examine the factors influencing tourists’ co-creation experiences in smart tourism destinations through exploratory sequential mixed methods research. Participants who visited four Chinese smart tourism destinations took part in two study phases. In the first phase, eleven individuals identified the following five dimensions that might affect tourists’ co-creation experiences: smart environment; interactive activity; personalized service; cognitive engagement; and social interaction. In the second phase, an online survey was conducted with 283 respondents to validate these five dimensions. A structured equation model was utilized to analyze the collected data. The results indicated that all five dimensions identified in the qualitative study significantly influence tourists’ co-creation experiences. These findings offer theoretical and practical insights for future research on tourists’ co-creation experiences in smart tourism.
... Authors delineate dimensions of co-creation experience as hedonic, social, economic, cognitive, personal, and pragmatic experiences (Hussain et al., 2021;Verleye, 2015). Verleye (2015) conducted an empirical study to substantiate the scale's validity, factor analysis revealed that items related to personal and social experiences loaded onto one factor, while pragmatic and economic experience items loaded onto another. ...
Researchers highlight that one significant intrinsic motivation for taking part in co-creations is a sense of place. Vice versa, some scholars indicate an enhanced sense of place can be achieved through community participatory strategies and place-making. However, there is a noticeable absence of empirical investigations into this seemingly reciprocal relationship. This study uses the Crow Island Beach Park development in Sri Lanka as a case study to explore the relationship between co-creation experience and the sense of place. Following an exploratory research design, data was collected through in-depth interviews with a purposive sample of sixteen members engaged in the beach park development. Subsequently, thematic and inverted pyramid-based co-occurrence analysis was employed within a qualitative research approach. The findings unveil a reciprocal relationship between the sense of place and the co-creation experience, marked by a spiraling-up dynamic. The findings further indicate variations in participants’ sense of place and co-creation experiences, providing valuable insights for planners, environmental managers and policymakers aiming to utilize active community participation for sensible and sustainable place-making.
... Since there have been no empirical studies examining the link between brand strength and brand attachment, we can instead look at the interconnected elements of brand strength to elucidate how a strong brand, as perceived by consumers in the market, might reinforce brand emotions. For instance, brand attractiveness, credibility, expertise, brand trust, brand familiarity, reputation [72], dimensions of perceived value [101], and the dimensions of brand experience [102] are the drivers of brand attachment. In light of this, the hypothesis assumes the following: H5: Brand strength has a positive effect on brand attachment. ...
Consumers’ willingness to pay a price premium is pivotal for assessing brand value and competitive advantage. Yet, limited and scattered research has focused on how combining brand emotion, strength, and brand loyalty can influence consumers’ willingness to accept a price premium. The present study examines the role of brand attachment, brand strength, and brand loyalty in determining consumers’ willingness to pay a price premium and explores their interplay using a serial mediation model within a unified framework, specifically focusing on home appliance brands. Data from 323 valid questionnaires collected from Algerian households were analyzed using PLS-SEM. Results demonstrate that consumers’ willingness to pay a price premium is significantly and positively influenced by brand strength, brand attachment, and brand loyalty. Furthermore, the relationship between brand strength and consumers’ willingness to pay a price premium is mediated positively by brand attachment and brand loyalty. Grounded on various theories and addressing gaps captured in previous studies, this research is considered pioneering in this field. This study significantly advances our understanding of how brand emotional bonds, brand relationships, and brand strength interplay to influence consumers’ willingness to pay a premium. The findings highlight the importance for brand managers to sustain robust brands to stimulate consumers’ opening to pay extra, thereby achieving and maintaining long-term success in a competitive market.
... The word 'engagement' has been conceptualized as "a user-initiated action" [17], that drives involvement and value co-creation [24][25][26]. Hollebeek [18] operationalized it as the function of cognitive, conative, and action (behavioral) perspective. This study views online consumer engagement from an interactive perspective, aligned with the study of Khan [4] and Ksiazek, Peer, and Lessard [27]. ...
The tourism industry has become increasingly information-driven where tourists need reliable information to make their travel decisions. Social media content creators have emerged as prominent figures in disseminating authentic and credible information about tourist destinations worldwide. However, scant attention has been paid to explore the role of social media content in influencing tourist inflows and tourist engagement with tourism-related content on social media. To fill this gap, the present study utilized three social media analytic tools: VidIQ, Tubebuddy, and Social Blade, to collect data pertaining to tourism-related content across six tourist destinations in the Arabian Gulf region. The results indicate that these six tourist destinations collectively attracted 47 million visitors in a single year while garnering 158 million views on YouTube. Our findings indicate that tourists’ consumption of tourism-related content on YouTube directly relates to the number of tourists visiting a destination. In addition, the present study also finds that destination popularity leads to higher number of video views on YouTube as well as higher numbers of tourists to the destination. Furthermore, the current study delineates the role of content creator characteristics in influencing user engagement with tourism-related content. The present study offers valuable insights for destination management organizations, tourism
operators, tourism industry stakeholders, content creators, social media marketing managers and destination brand managers.
... Licsandru and Cui, 2018;Uggla, 2006) and whether one group of consumers and/or employees feels left out of the larger branding initiatives. A positively cocreated experience can be supported through branding (Hussain et al., 2021;Mingione et al., 2020), yet our data illustrate that branding efforts can also backfire. ...
Purpose – This study aims to explore unintended effects of branding in a healthcare environment. Children’s hospitals often treat both women and
children. The current research examines the implications of sub-branding women’s services and its potential impact on how patients and providers
perceive these services.
Design/methodology/approach – A multi-actor qualitative method is used, incorporating in-depth interviews, focus groups and observations. This
approach allowed for a comprehensive understanding of how hospital administrators, physicians, staff and patients perceive service exclusion when
women’s services are located within a children’s hospital.
Findings – The findings suggest that sub-branding can have negative effects on both patients and providers. The data show that this can lead to
service exclusion due to perceptions of confusion and a lack of belonging. As a result, sub-branding women’s services in a children’s hospital may
unintentionally create a subordinated service environment for adult patients and their providers, which has important implications for policy and
other service settings.
Originality/value – The authors introduce the concept of a subordinated service environment and explore how patients and providers perceive
sub-branded women’s services in children’s hospitals. The study contributes to service theory by showing how and why branding efforts can
unintentionally lead to service exclusion.
... Effective brand management now requires building and maintaining a strong, distinctive identity that appeals to consumers, which is fundamental to enhancing firm sales, competitive advantage, and stock returns (Hollebeek et al., 2022;Hudson et al., 2016;Wu et al., 2023). Additionally, customer engagement (CE) involves cognitive, affective, and behavioral aspects, which together define the depth of customer brand engagement (CBE) (Hussain et al., 2021;Park et al., 2023). Despite some views focusing solely on the behavioral aspects (Bozkurt et al., 2021;Read et al., 2019), the comprehensive approach recognizes the crucial role of social media in not just enhancing but transforming brand perceptions and relationships in the modern era (Keller & Richey, 2006). ...
This study delves into Airbnb’s brand presence on TikTok by analyzing textual content in posts, and human audio in videos. This approach aims to decipher the brand narrative and gauge user engagement. In the dynamic realm of social media marketing, TikTok has emerged as a key platform in shaping brand perception. This research specifically concentrates on Airbnb’s content, distinguishing between official narratives and user-generated content (UGC). Notably, themes of “Travel” dominate official posts, contrasting with “Real Estate” and “Business” in UGC. The methodology employed involves advanced data collection techniques, including web scraping for textual data and artificial intelligence for transcribing human audio to text. The findings reveal that UGC commands greater engagement and volume compared to Airbnb’s own brand content, underscoring the increasing significance of user involvement in brand storytelling. An analysis of the study results is conducted using linguistic natural processing (LNP) for the sentiment base, and the vector space model for emotion analysis. Sentiment analysis reveals a predominance of the emotion “happiness” and a significant presence of “surprise” in the posts, both of which are critical for audience engagement. Moreover, the study indicates a high approval rate for Airbnb-related content, reflecting a positive reception of the brand. Additionally, the research observes that influencers, particularly nano influencers, have higher engagement rates, indicating that their authenticity and relatability appeal especially to Generation Z audiences. This study not only sheds light on the intricate relationship between brand narrative, user engagement, and sentiment on TikTok but also offers valuable insights into effective brand image construction and propagation in the digital era, highlighting the importance of diverse emotions in enhancing audience engagement.
... Due to its collaborative nature, value cocreation has been adapted and implemented by firms in various fields to engage their stakeholders in more than one-way interaction. Co-creation is used by firms and companies in various industries, such as fashion, hospitality, service, and even luxury brands (Hussain et al., 2021;Palakshappa & Dodds, 2021;Üçok Hughes et al., 2016;Yen et al., 2020). ...
Globally, the term sustainability has been widely used since its first inception back in the 1990s. However, the term itself has only been popularly used in Indonesia for the past half-decade, following the initiation of the Sustainable Development Goals by the UN, which Indonesia supported. Since then, there have been numerous sustainability initiatives by civil communities that are based online. These communities somewhat became the ‘spearheads’ of sustainable consumption communication in Indonesia, educating netizens about various aspects of sustainable consumption, through various platforms – including Instagram and Telegram. This paper aims to analyze how followers and group-members co-create value related to sustainable consumption and lifestyle across the two communication platforms of a sustainable lifestyle online community: Lyfewithless. This paper employs qualitative approach, using value co-creation concept to understand the interaction and communication pattern on both Instagram Telegram, and communication about/of sustainability as a macro lens to situate this case in the growing body of sustainability communication. Through analyzing the interaction on both platforms during the period of February-May 2022 and February-May 2023, this study shows that the Instagram account Telegram group of Lyfewithless have slightly different value co-creation dynamics and levels, but complement each other to co-create value among its members and followers in building and rebuilding understanding about sustainable consumption. Furthermore, this study proposes that to achieve its intended impact, organizations must conduct both communication aboutsustainability and communication of sustainability. This study contributes to the sustainable consumption communication literature and supports the notion that civil communities hold important role in educating more people to adapt a more sustainable consumption behavior in the Indonesian context.
... Customer satisfaction refers to the process of assessing an experience with a provided service or product (Hussain et al., 2021). Accordingly, from the perspective of an educational institution, a student is valued as a client throughout their academic program. ...
In the higher education literature, matters of student ill-being, stress, and anxiety are some of the grave concerns among universities seeking to stand out in a highly competitive marketplace. Against this backdrop, the present study aimed to detail the role of university positioning attributes in addressing student satisfaction and well-being. For this purpose, data were collected from 385 undergraduate and postgraduate students from a large-scale public sector university. The findings revealed that the university’s positioning attributes of learning environment, reputation, graduate career prospects, and destination image positively influenced student well-being via student satisfaction. However, the positioning attribute of cultural integration was found to have no significant effect on student satisfaction. On the basis of these findings, the present study discusses theoretical and managerial implications for academicians, accreditation agencies, marketing managers, and brand strategists.
... When consumers have strong emotional connections, the relationship between brands and consumers tends to be long-lasting and more robust (Park et al., 2010). Consequently, the positive relationship between perceived hedonic value and brand attachment has been confirmed by scholars across various settings, including the service industry (Cheng et al., 2016), restaurant brands (Hussain et al., 2021), retailing (Mathews et al., 2009), and smartphones (Sohn et al., 2022). ...
... The purposive sampling technique is a non-probability sampling method that requires the selection of participants based on a specific purpose or criteria. This sampling method is advised for marketing research Malhotra, 2019, and followed by recent researchers (Bairrada et al., 2018;Hussain et al., 2020;Junaid et al., 2020aJunaid et al., , 2020b. Accordingly, for this study, the respondents were contacted for their consent and assured of data confidentiality. ...
This study proposes a novel framework to comprehend tourists' relationships with eco-friendly destinations and their respective outcomes. Building on the positive addiction theory and brand love literature , this study tries to see the impact of a destination's image and tourists' involvement on tourist-destination relationships-destination love and destination addiction. It also aims to measure the impact of these relationships on tourists' well-being and their willingness to pay extra using a sample of 335 eco-friendly destination tourists from China. The findings provide novel insight for academicians and practitioners of eco-friendly destination brands.
... Value co-creation can improve customer loyalty through customer satisfaction (Chen and Wang, 2016) and can also improve customer citizenship behavior (Assiouras et al., 2019). Co-creation experience is positively related to consumer satisfaction, emotional brand attachment and engagement (Hussain et al., 2021). Value co-creation practices have the potential to strengthen the bonds between consumers and brands and foster positive relationships among the consumers themselves. ...
... Dash and Paul (2021) suggested CB-SEM as the most suitable technique for a conceptual framework with reflective constructs. CB-SEM is more effective than partial least square path modeling (PLS-PM) for larger data samples (Hair et al., 2014;Hussain et al., 2020). As a requirement of CB-SEM, data normality tests were conducted using AMOS 25 software. ...
Purpose-This study aims to investigate how the gratifications obtained through brand-related social media content affect brand intimacy and thereby influence customer extra-role behavior. Design/methodology/approach-Using the uses and gratification theory, this study proposes information, entertainment and remuneration content that motivates customers to develop brand intimacy and thereby perform customer extra-role behavior. The study also tests the moderated moderation effect of self-congruence and customer experience using 704 observations from South India in the food industry context. Findings-The study's results reveal the influence of entertainment and remuneration content on brand intimacy, which further influences customer extra-role behavior (civic virtue, cocreation, sportsmanship and helping behaviors). The study confirms a moderated moderation effect in the relationship between brand intimacy and civic virtue and brand intimacy and sportsmanship behaviors. Practical implications-The study suggests that brands may include entertainment and remuneration elements in their social media content to build intimate customer relationships, further influencing customers' extra-role behaviors. Besides, brands should focus on customers' self-concepts and experiences to encourage them to act voluntarily. Originality/value-This study makes a unique contribution by investigating the influence of brand-related social media content on customer extra-role behavior through brand intimacy. It uses self-congruence and customer experience to test their moderated moderation effect in the relationship between brand intimacy and customer extra-role behavior.
... Thus, local creators can outsource expertise and knowledge that they may lack from customers. As the customers feel a sense of ownership and develop a strong attachment by participating in brand creation (Hussain et al., 2021), outsourcing customers' expertise and knowledge can not only complement local creators' lack of expertise and knowledge but also serve as an effective tool for engaging customers. ...
Design plays a vital role in facilitating community-building by triggering interpersonal social interactions, enhancing a sense of attachment, and connecting individuals. This study aims to identify how local creators are currently casting community anchors for their customers and explore design opportunities to further enhance these practices. First, a literature review is conducted to establish the significance and concepts of ‘local creators’, ‘community anchors’ and ‘level of customer engagement’. Subsequently, 40 practical cases are thematically analysed to identify which and how local creators cast community anchors to engage customers for community-building. Consequently, fourteen types of community anchors and five ways of anchoring the community anchors are identified: ‘Exploiting Locality’, ‘Village Well’, ‘Sparking Interest’, ‘Digging Interest’, and ‘Local Activism’. Based on these findings, this study discusses design implications and implementations to enhance local creators’ practices of creating community-anchored experiences so that they can have a greater impact on their regions beyond individual businesses. This study has significant implications in that it provides a foundation for customer experience design to create communities around local shops.
... Thus, it is important that lodge operators, now more than ever before, should exercise innovative and competitive strategies to be sustainable (Imoagene et al., 2021;, since modern consumers' lodge-visiting patterns tend to incite low consumer spending and fewer vacations (Cohen et al., 2014;Han & Anderson, 2022). Accordingly, operational adjustments must be made to successfully meet consumer needs and gain greater value from appealing hospitality activities (Hussain et al., 2020). As such, lodge operators must understand not only what their customers perceive as important in relation to their visits, but also know how they define value derived from their visiting encounters and expectations (Zeithaml, 1988) and nudging one-time lodge visitors into regular customers. ...
The view of the hospitality industry as a vital element within the service environment has been the dominant approach in the field of tourism studies, particularly lodging development, which was restricted to the bigger cities
in South Africa. Huge inroads are now made to the big metros and smaller cities of the country. This study examines the influence of hedonic and utilitarian values on outcome and process service quality satisfaction, while also examining the influence of outcome and process quality satisfaction on patrons’ future intentions towards revisiting the lodges. A literature review on study constructs was conducted and a conceptual model was proposed with hypotheses formulated. The proposed study model was assessed employing structural equation modelling (SEM) with data collected from 285 lodging visitors. Four of the six hypothesised relationships were supported in the estimated structural model. The relationship between utilitarian value and outcome quality satisfaction and the relationship between outcome quality satisfaction and behavioural intentions were not supported. The study offers essential theoretical contributions, as it presents scholars and researchers valuable information in examining and developing interrelated theories. Furthermore, the study provides practical implications to lodge managers and the hospitality industry as to how to improve operative strategies to increase continued lodging visitors’
patronage levels.
... Such bonds (attachments) persist throughout the entire consumer purchase journey as soon as they develop emotional-connections with other customers, destinations, or brands (e.g. Hussain et al., 2020). Thus, we anticipate: H4: CBX positively influences emotional attachment with a tourism destination. ...
Although consumer-brand-engagement (CBE) and consumer-brand-experience (CBX) are identified as important research priorities, empirically-based insights regarding their relationship with tourism consumers’ resulting consumer-value cocreation (CVC), emotional-attachment and consumer-based-brand-equity (CBBE) remains scant, particularly during COVID-19 pandemic. In responding to this research gap, following Service-Dominant-Logic and Protection Motivation-informed theories, we propose and test a model that explores the influence of CBE and CVC on CBX, which consequently effects emotional-attachment and CBBE with tourism service-brands. To explore such issues, we recruit a sample of 318 customers by using PLSSEM. PLS-SEM-results indicate that CBE has a positive impact on CVC and CBX. Second, findings reveal CBX’s positive influence on emotional attachment and CBBE. Third, results corroborated the CBE’s and CVC’s indirect effect on emotional attachment and CBBE, as mediated through CBX. Finally, findings illustrated a negative moderating influence of perceived severity and a positive moderating effect of self-efficacy among projected associations. We offer significant theoretical/managerial implications that develop from this study.
... Many consequences (effects) of value co-creation were found (53) (for the full list of consequences and the references where they can be found see Table S4 in Supplementary materials). The more salient consequences were satisfaction (e.g., Arica & Cobarci, 2020;Hussain et al., 2021), perceived value (e.g., Deng et al., 2021;Xie et al., 2020a), loyalty (e.g., Shulga et al., 2018), brand equity/destination brand (Jamilena et al., 2017; and well-being ) (see Table 4). Active participation in co-creation leads to positive feelings regarding a service and customer satisfaction (Arica & Cobarci, 2020). ...
... Product-service system co-design is a powerful tool for learning about consumer needs through the relationship between competitive strategy, business model, and customization strategy (Gembarski & Lachmayer, 2017). Sensing and experience are used as initial cues to describe the outcome of a customer's co-creation experience in a realistic co-creation setting (Hussain et al., 2021). ...
This research aims to explore a new conceptual model capable of filling the research gap on the experience of nascent entrepreneurs and the quality of knowledge resonance, which centered on exploring voluntary co-creation of shared value. Data were obtained from the experience of 232 start-up multisectoral companies in Java Island, Indonesia.The findings of this study contribute empirically and practically to the knowledge needed to investigate the creation of shared value. The results showed that the direct impact experienced by nascent entrepreneurs is negatively correlated, while the relationship associated with quality resonance of knowledge to the performance of business innovation is positive. Secondly,the concept of the model is proven by the high willingness to explore voluntary co-creation from service-dominant logic to bridge the negative correlation gap of the experience of nascent entrepreneurs. Thirdly, the direct impact led to the voluntary creation of shared value complements with limitations on the dominant service logic of the optional co-production into a co-creation concept called value-in-use. This model instils an attitude on the importance of voluntary exploring co-creation of high nascent entrepreneur experience and the quality knowledge resonance.
... This study contributes to academia in several ways. First, although the role of co-created experience in the hospitality industry has been examined and discussed in several studies (Hussain et al., 2020;Kim et al., 2019;Lei et al., 2020;Xu et al., 2018), few of them discussed how customers would perceive the co-created service or products during the pre-consumption stage in the hospitality management field, especially in the context of green advertising. This study fills this literature gap and reveals the critical role of green co-creation appeals in green restaurant promotion. ...
This study investigates how co-created green appeals influence restaurant customers’ green behavioral intentions. Using a quasi-experimental design, this study investigates the effect of appeal type (i.e., co-created vs. firm-created) on customers’ green behavioral intentions and the two-way interaction between appeal type and customers’ green involvement. The study also examines how customers’ perceptions of restaurants’ green reputations moderate the joint effects between appeal type and customers’ green involvement. To explain the effects of co-creation appeal, the study identified a mediator (i.e., a restaurant’s perceived green innovativeness). The results reveal significant effects of appeal type; the two-way interaction between appeal type and customers’ green involvement; and the three-way interaction among appeal type, customers’ green involvement, and restaurants’ green reputations. The mediating effect of the perceived green innovativeness of restaurants was also confirmed by the results of this study. The study offers helpful suggestions for restaurant practitioners to develop effective green marketing strategies.
This study aims to obtain the empirical evidence of relationship quality dimension variables that affecting value co-creation between companies (platform owners) and consumers, related to the exchange of goods and services, the exchange of knowledge, resource, and also experience. These things are useful to provide insights for business or platform owners to accelerate growth through a collaborative environment in order to improve the overall value proposition of all parties. This study took Generation Z respondents, namely the generation that born in 1996-2011 (Lanier, 2017). There are still few previous studies related to Sharing Economy Platforms (SEP) that focuses on a particular generation. The selection of Generation Z because they have a behavioral trend that prefers to spend their money to get life experiences such as traveling. Sampling technique is using Purposive Sampling with Smart PLS analysis tool. The results showed that trust and commitment affect value co-creation of users of SEPs in generation Z.
Purpose
This paper aims to identify the role of coproduction and value-in-use in the overall hotel experience value, and its effects on cognitive-affective satisfaction and loyalty. The country chosen is Spain, in the context of the “new normal,” where the increase in tourist flow after the COVID-19 pandemic has been very relevant, setting up the chance to better assess and discuss value creation in a post-pandemic era.
Design/methodology/approach
The causal model is validated with partial least squares (PLS) in a panel of 405 hotel guests (applying sampling quotas by sex, age and region).
Findings
The chain of effects is verified with stronger links at the end and with a greater weight of value-in-use compared to coproduction. Hotels’ efforts to adapt to the pandemic situation work better if a customized, unique experience is offered and if intensive communication is with and not just to the guest. The role of experience value is key for the cocreation to produce results for satisfaction and loyalty.
Originality/value
This study contributes to the value creation literature by highlighting the respective roles of coproduction and value-in-use as drivers of the satisfaction−loyalty chain, and by introducing the guest’s overall hotel experience value into this chain. This is viewed against the backdrop of the contextual changes that have occurred since 2020 in the Spanish hotel industry. The post-pandemic context “forces” the client to actively participate. Analysis of the implications of this kind of new cocreation on the overall customer experience is relevant for both tourism scholars and managers.
Alat komunikasi digital telah menjadi kebutuhan bagi pelaku Usaha Mikro dan Kecil (UMK) dalam menjalankan aktivitas pemasaran usahanya, didukung oleh banyaknya tren dan strategi di media sosial yang semakin berkembang. Penelitian ini bertujuan untuk menganalisis kemampuan kampanye viral dalam memediasi pengaruh dari konten media sosial terhadap peningkatan ko-kreasi UMK sebagai sebuah strategi pemanfaatan alat komunikasi digital. Responden penelitian sebanyak 189 pelaku UMK yang menggunakan media sosial di Sulawesi Selatan. Data dikumpulkan menggunbakan kuesioner dengan skala likert, dianalisis dengan menggunakan Partial Least Square Structural Equation Model (PLS-SEM) dan pemrosesan data menggunakan WarpPLS Versi 8.0. Hasil penelitian menunjukkan bahwa konten pemasaran dapat memberikan kontribusi yang baik bagi ko-kreasi UMK di media sosial dan kampanye viral selain dapat memberikan kontribusi langsung terhadap ko-kreasi UMK, justru ditemukan dapat memediasi pengaruh konten pemasaran terhadap ko-kreasi dengan kontribusi yang lebih besar dibandingkan dengan pengaruh langsung dari konten pemasaran terhadap ko-kreasi UMK di media sosial.
Nghiên cứu này đánh giá mối quan hệ giữa trải nghiệm giao hàng chặng cuối, sự hài lòng và lòng trung thành của khách hàng Gen Z trong thương mại điện tử B2C tại Việt Nam, và xem xét vai trò điều tiết của hình ảnh thương hiệu. Nghiên cứu sử dụng phương pháp định lượng bằng mô hình bình phương nhỏ nhất từng phần (PLS-SEM). Kết quả phân tích từ mẫu khảo sát 365 Gen Z tại Hà Nội cho thấy trải nghiệm giao hàng chặng cuối có ảnh hưởng tích cực đến sự hài lòng và lòng trung thành của Gen Z trong TMĐT B2C. Trong khi hình ảnh thương hiệu làm gia tăng mối quan hệ với sự hài lòng, nhưng lại không tìm thấy tác động gia tăng ở lòng trung thành của Gen Z. Một số thảo luận và gợi ý được nhóm tác giả đưa ra cho các nhà quản trị doanh nghiệp.
Dựa trên lý thuyết trải nghiệm khách hàng (CET), nghiên cứu này xem xét mối quan hệ giữa trải nghiệm thương hiệu và sự hài lòng của khách hàng Gen Z, và xem xét vai trò điều tiết của hình ảnh thương hiệu. Nghiên cứu sử dụng phương pháp định lượng qua mô hình phương trình cấu trúc PLS-SEM. Kết quả phân tích từ mẫu 365 Gen Z tại Hà Nội cho thấy trải nghiệm thương hiệu có ảnh hưởng tích cực đến sự hài lòng của khách hàng Gen Z trong bối cảnh nền kinh tế số tại Việt Nam. Hơn nữa hình ảnh thương hiệu làm gia tăng mối quan hệ này. Một số thảo luận và gợi ý được tác giả đưa ra cho các nhà quản trị doanh nghiệp.
Purpose
The intense competition among restaurant brands made it difficult to retain and engage customers. Service innovation can play a vital role to serve this purpose, however, restaurant brands' efforts to bringing innovativeness may not yield desired results unless customers perceive them innovative. Therefore, the present study aims to investigate the role of customer perceived innovativeness (CPRI) in enhancing brand love and evangelism among customers. This study compares these effects between fast-food and continental restaurants to offer deeper insights.
Design/methodology/approach
Data were collected from 303 customers of fast-food and continental restaurants through self-administered structured questionnaire. The reliability and validity were established through confirmatory factor analysis. The hypotheses were tested using structural equation modeling and multi-group SEM with MPlus.
Findings
The findings of this study reveal that menu, experiential and promotional innovativeness dimensions of CPRI positively influence brand love. The effects of CPRI dimensions transcend to brand evangelism dimensions, i.e. brand purchase intension, positive brand referrals and oppositional brand referrals via brand love. The multi-group analysis showed that continental restaurants' menu innovativeness strongly impacts brand love and evangelism while promotional innovativeness matters more in the context of fast-food restaurants.
Practical implications
This study helps restaurant managers in devising tailor made strategies for fast-food and continental restaurants by focusing on the relevant attributes to bring innovation.
Originality/value
This research is one of the pioneering studies to investigate the relationship of CPRI with brand evangelism through the mediating role of brand love. This study also marks an initial attempt to compare fast-food and continental restaurants in the context of CPRI.
Purpose
This paper aims to address how perceived social media agility can promulgate co-creation processes, such as co-production and value-in-use, and how it impacts brand-related outcomes. This study also addresses calls for marketing scholars to investigate the types of personality traits that affect these potential relationships by accounting for the impact of technology reflectiveness.
Design/methodology/approach
This paper conducted an online survey with 321 adult subjects. The direct, indirect and conditional (moderation) effects were assessed using multivariate regression, various PROCESS models and the Johnson–Neyman technique (to probe the interaction terms). Additional supplemental analyses were conducted via PROCESS models.
Findings
The results show that perceived social media agility directly and indirectly (through co-production and value-in-use) positively influences brand attachment and that the order of these two processes matters (co-production followed by value-in-use). Results also show that the positive impact of perceived social media agility on co-production and value-in-use deviates for customers high in technology reflectiveness but can be manipulated according to which process comes first.
Originality/value
This paper expounds on the new construct of perceived social media agility by uniquely linking perceived social media agility to two distinct value co-creation processes (co-production and value-in-use) and brand-related outcomes while highlighting how consumer-specific traits can affect this relationship in a social media setting.
The emergence of ChatGPT in the broader field of generative artificial intelligence (AI) has sparked scholarly discourse on its utilization in various disciplines. Yet, a significant void exists in our understanding of the dynamics of consumer engagement with content creators producing ChatGPT-related content. Therefore, the present study aims to delineate how ChatGPT-related content garners consumer engagement on YouTube. Data from 100 YouTube videos amassing an aggregate of 65 million views on ChatGPT were extracted using three application programming interfaces (APIs), namely, VidIQ, Tubebuddy, and SocialBlade. We subsequently contrasted this dataset with data from 200 other videos produced by the same creators. The data were analyzed using one-way ANOVA, multigroup SEM, and comparative line graphs. Employing the Uses and Gratifications (U&G) theoretical framework, our results indicate that innovative content such as ChatGPT-related videos garners more engagement than other content types from the same YouTube channels. Intriguingly, this study finds that ChatGPT-focused content exhibited diminished sensitivity to channel subscriber counts, with channels having fewer subscribers achieving higher viewership numbers. Furthermore, ChatGPT-related content induced a surge in new subscribers to the channel compared to the other content types. The present study pioneers the investigation of audience engagement with ChatGPT-related content by juxtaposing it with other content from the same YouTube channels. We also explicate the relationship between content sensitivity and extant subscriber counts. The present study provides vital insights and implications for a diverse audience, including content creators, developers of AI tools, advertisers, and content publishers.
Purpose
The aim of the article is identifying the hierarchy of products that final purchasers are ready to co-create with offerors and defining the place that food products occupy in this hierarchy in the context of the preferred environment for cooperation.
Design/methodology/approach
Striving to fill the cognitive and research gap identified during the analysis of the world literature was the basis for the survey, which included 1,196 representatives of adult final purchasers in Poland. The primary data collected were subjected to statistical analysis using the following methods: average grade analysis, comparative analysis, exploratory factor analysis and the Kruskal–Wallis (KW) test.
Findings
This study found that the respondents would like to co-create food products which ranked third among the analyzed groups of products with offerors. Most respondents preferred the parallel use of the online and offline environments as places of cooperation with offerors. Among the total of respondents and the respondents who preferred the internet as an environment for cooperation, a group of people willing to participate in the creation of food products was identified. In both cases, these groups were characterized by the fact that their members were not ready to co-create other groups of products at the same time. Food products were one of the two groups of products for which the preferred environment for cooperation turned out to be a statistically significant feature differentiating the responses regarding what products the respondents would like to co-create with offerors.
Originality/value
The scope and the approach proposed in this article testify to its originality. So far, the preferences of final purchasers regarding (1) product groups, including food, that they would like to co-create with offerors and (2) the environment for cooperation with offerors have not been studied. Ipso facto, the significance of this environment for preferences related to products that purchasers would be ready to co-create has not been investigated. Conclusions drawn on the basis of the results of the research constitute a valuable contribution to the theory of marketing and the theory of behavior, related especially to the joint creation of food products. The results are characterized by high application value, making it easier for offerors to take actions better suited to the preferences of active final purchasers.
Purpose
A growing challenge for organizations is to keep their brand relevant and connected to consumers. This can be achieved by connecting the consumer not only through conventional lines but also through means of developing emotional bonding, leading to brand gratitude. This study aims to develop a conceptual model by identifying a set of components and establishing a probable linkage between them for the development of brand gratitude.
Design/methodology/approach
A qualitative study involving three focus group discussions with industry experts was conducted to identify the brand elements that can help build a strong emotional connection between the brand and customers, leading to brand gratitude.
Findings
The study identified the different brand elements and their relative influence on building the consumer-brand emotional connection. These components were then incorporated into a conceptual model for creating a “Unique Emotional Connection” (UEC). The outcome of the UEC model is enhanced and long-lasting association of the brand through brand gratitude.
Originality/value
An integrated study to understand the different elements influencing customer-brand emotional connection is rare. Also, papers studying the role of gratitude in brand management are limited. This study has tried to address these gaps through a conceptual framework that can help marketing practitioners to develop a long-lasting customer-brand relationship.
Companies in the service retailing industry are constantly looking for strategies to provide a customer experience that improves brand perception and increases customer loyalty. This study provides a deeper understanding of customer experience in two coffee stores in Vietnam by providing a multidisciplinary approach, including a quantitative and a neuromarketing approach. Two-hundred participants participated in the study, combining mystery shopping visits with the Brand Association Reaction Time Test (BARTT). Results from the mystery shopping visits confirm the holistic concept of customer experience. Store atmosphere, employee service, drink quality, price, and previous visits significantly impact customer experience. Empirical results also confirm the impact of customer experience on loyalty. Furthermore, the BARTT analysis shows that in-store customer experience can influence customers' short-term brand perceptions. The national brand is associated with friendly, expensive, globalized, and unique, whereas the local brand revealed significant associations with clean, smells good, welcoming, and unique. From the mystery shopping results and the BARTT, we can infer that customer experience needs multi-methodological capturing of its multifaceted aspects. Our findings are relevant to researchers and practitioners seeking to understand and bolster customer experiences, justifying a multidisciplinary approach and the application of new insightful tools.
The goal of building a theory of customer brand engagement can be recognized in the sustained research efforts in this area. Three studies were conducted to highlight the significant negative implications of scale proliferation for theory building in the area of customer brand engagement. Each study employed multiple linear regression to investigate multiple distinct customer brand engagement scales. First, the discriminant validity of these scales was examined. Second, the studies examined the relationship between these customer brand engagement constructs and several constructs that previous studies had indicated as antecedents of customer brand engagement. Overall, the results have some worrisome theoretical implications. The measurement scales displayed adequate discriminant validity indicating that scholars have been using the same term (i.e., customer brand engagement) to label constructs that are, in fact, distinct. That is, the various customer brand engagement scales measure different concepts. Moreover, the relationships that these distinct constructs share with their proposed antecedents vary across constructs. In essence, the relationship between customer brand engagement and its antecedents depends on the scale used. The findings raise a red flag regarding the state of theory building within the marketing discipline. Specifically, the results should prompt future studies to investigate whether the discriminant validity issues revealed in this study for customer brand engagement research might exist within other areas of marketing as well.
Purpose
The application of artificial intelligence (AI) in the customer market has completely changed customer behaviors. This study aims to investigate the customers' co-creation experiences with AI in the digital age.
Design/methodology/approach
An online survey was used to collect data from 699 customers who had used AI-enabled banking services. Hypotheses were validated using partial least squares modeling.
Findings
The findings indicate that the customer response capabilities (e.g. perceived response expertise and perceived response speed) serve as the intermediate processes between the AI service quality and the overall co-creation experience with AI. Moreover, AI function-customer ability fit negatively moderates the direct relationship between the AI service quality and the overall co-creation experience with AI.
Originality/value
This study improves the current understanding of co-creation by investigating the human–machine co-creation (e.g. customer–AI co-creation) instead of human–human co-creation.
While the current literature emphasizes the importance of country of origin, this article sheds light on the consequences of country branding. Specifically, we examined the implications of applying multidimensional aspects of a country’s image to international brand management. This quantitative study is used to examine the relative effects of country image dimensions. Specifically, the spillover effects of descriptions of a country’s people, aspirations, and loyalty on customer brand evaluations are found. Also, the impact of brand attitude and image on country’s brand equity is identified. However, perceived country brand quality and brand awareness/association are not enough to ensure positive outcomes for an international brand. Moreover, the roles of customers’ individual characteristics (gender, age, and income) in the relationship between country effects and international branding are examined. The results of multigroup analyses show that descriptions of people have a large effect on brand image among old male customers. In contrast, the aspirations of a country had a stronger effect on brand image among young women. This study highlights the importance of managing country image to increase the success of international brand management.
Tourist value cocreation behavior (TVCB) plays a crucial role in tourist–tour leader interactions. However, few scholars have explored the consequences of TVCB. The purpose of this study was to investigate the relationship between TVCB and tour leader love and the mediating effect of perceived value on this relationship. Survey data from 264 group package tourists revealed that tourist participation behavior positively affected perceived value, tourist citizenship behavior positively affected perceived value and tour leader love, and perceived value positively affected tour leader love. Furthermore, perceived value mediated the relationship between TVCB and tour leader love. The results of this study enrich value cocreation theories by revealing the importance of TVCB and can be referenced by travel managers who manage tour leaders and customer relationships.
The multiple conceptualizations of brand love (BL) have led to operational inconsistency. The current study addresses this conceptual disagreement by identifying and comparing three conceptualizations of BL. The study also proposes and validates the dimensions of customer engagement (CE) and consumer well-being (CWB) as direct and indirect outcomes of BL, respectively, and investigates the moderating effect of “duration of use” on the BL-CE relationship. A sample of 392 smartphone users responded to a structured questionnaire. The data were analyzed through structural equation modeling, and moderation hypotheses were tested using latent moderated structural equation modeling with Mplus. The findings indicate that conceptualizing BL as a “perfect two-way” love—dominant in extant research—is the least appropriate option. The results confirm that BL has a significant impact on all dimensions of CE and that CWB is a direct outcome of CE and an indirect outcome of BL. The study contributes to the theory of engagement, as it extends the intangible outcomes of CE and empirically validates the proposed relationships. For managers, this study offers the best ways to enact BL and advocates that BL helps ensure maximal CE, which is beneficial for both brands and customers.
Drawing on conservation of resources (COR) theory, this study examined the underlying mechanism through which workplace bullying (WB) affects employees’ life satisfaction via job-related anxiety and insomnia. Time-lagged data were collected at two points in time from 211 doctor interns working in various hospitals in Pakistan. Our results fully supported a proposed serial multiple-mediator model. Workplace bullying was indirectly related to life satisfaction via job-related anxiety and insomnia. This study provides evidence of a spillover effect as to how workplace bullying increases employees’ job-related anxiety which in turn leads to insomnia resulting in reduced employees’ life satisfaction. The present study extends research on workplace bullying to display its theoretical as well as empirical effects on life satisfaction. It demonstrates that workplace bullying as an occupational and psychological stressor has multiple effects on employees’ life satisfaction through a serial mediation model in the context of a developing country. It further explains that workplace bullying not only affects an employee’s workplace behaviors but also extends to the employee’s overall life satisfaction.
Purpose
This study draws on the service-dominant (S-D) logic paradigm to examine value co-creation and co-destruction. As these phenomena are driven by positive and negative “customer-to-customer” (C2C) interactions, this paper aims to examine their influence on tourist perceptions of service quality and how they shape affective responses toward tourism and hospitality services and brand loyalty.
Design/methodology/approach
Following a comprehensive literature review, the authors used convenience sampling to gather a large sample of tourists at Shanghai Disneyland, a recently opened and already popular international tourism attraction. Structural equation modeling was used to test for direct and moderated relationships.
Findings
The findings indicated that positive and negative C2C interactions have significant though differential impacts on customer responses. Furthermore, it was found that visitor arousal mediated the relationship between service quality and brand loyalty. Prior experience was identified as a moderator in the co-creation and co-destruction process during service encounters.
Practical implications
This paper is one of the first to examine the concept of co-destruction in the tourism and hospitality context. It contributes to the literature by demonstrating the merits of proactive service provision by tourism operators, taking account of both the co-creation and co-destruction of value.
Originality/value
The study extends the literature by taking account of both positive and negative C2C interactions when examining co-creation and co-destruction in the context of service encounters. It also contributes to knowledge by assessing the asymmetry of such interactions in the context of the customer experience.
Purpose
The purpose of this study is to understand differences in consumer brand engagement (CBE) according to the functional or emotional nature of consumer–brand relationships and its direct and/or indirect impact on brand loyalty (BL). Additionally, the study aims to compare CBE and Satisfaction as predictors of BL, considering the two types of consumer–brand relationships.
Design/methodology/approach
A cross-sectional survey was applied to two independent samples. Respondents of one of the samples were asked to recall a brand with which they had a functional relationship, while the other respondents were asked to consider a brand with which they had an emotional relationship. To test research hypotheses, a causal model using SEM was developed.
Findings
Results validate CBE as a three-dimensional construct, stronger for emotional than functional brand relationships and show its significant direct and indirect impact on BL. Through a comparative analysis, findings also prove that the effects of CBE on BL, directly or indirectly through Satisfaction, are stronger for emotional relationships, while Satisfaction is a stronger direct predictor of BL for functional brand relationships.
Originality/value
Addressing calls to focus on the impact of specific brand types on engagement, this study allows a better understanding of the moderating role of functional and emotional relationships on CBE. This study further adds to the existing body of knowledge by establishing the mediating role of Satisfaction and comparing the contribution of CBE and Satisfaction to BL according to the nature of consumer–brand relationships. Overall, our findings enhance knowledge on how consumers engage with and become loyal to brands, offering important implications for brand managers.
China has received 138 million inbound trips in 2016. The purpose of travel may vary but these international travelers visit Chinese restaurants as an integral part of their travel experience. Our study tries to comprehend their dining experience and regional differences in service quality (SQ) perceptions. The findings indicate that food and process quality significantly influence satisfaction and behavioral intentions. More importantly, the results reveal that international travelers roving through all the six continents hold significantly different perceptions regarding SQ attributes of Chinese restaurants. Additionally, we found proficiency in Chinese language as a significant contributor in generating dissimilar perceptions.
This study aims to explore specific customer-to-customer (C2C) co-creation practices and related value outcomes in tourism. The importance of C2C co-creation is first discussed in the context of the Service-Dominant logic, then a new approach to the study of tourists' social practices and related value-outcomes is proposed, drawing on the recently emerged Customer-Dominant logic in marketing. A pragmatic philosophy is adopted to best address the research questions in a purposively selected sample of five UK-based festivals. Qualitative interview- and observation-based methods are adopted to identify 18 C2C co-creation practices, placing these on a continuum of autotelic-instrumental and private-public practices. Four value-outcome categories are discussed: affective, social, functional and network value. The conclusions highlight the importance of value formed when tourists co-create with each other in tourism settings and the authors identify specific opportunities for facilitating this process. Possible applications for future research are discussed, highlighting the merits of pragmatism.
The dying out of traditional foodways calls for urgent attention from local culinary sources to sustain cultural identity. This study aims to examine how the remaining traditional Cantonese teahouses have survived in modern society and how they have an irreplaceable value in the minds of the locals. In addition, the study examines how the Cantonese teahouses draw the attention of tourists as a symbolic cultural attraction in Hong Kong. Using a qualitative approach, 2 experienced managers and 10 customers (including locals and tourists) were interviewed. The findings suggest that the co-creation experience of traditional Cantonese teahouses is irreplaceable as it represents the local culture in Hong Kong. Such culinary culture also provides a unique and memorable food experience in the minds of both locals and tourists for various reasons such as customer interaction, yum cha culture, and the local lifestyle.
Purpose
Customer willingness to pay (WTP) was initially set out to estimate the perceived value from a purchasing experience. However, purchasing decisions have changed as value co-creation has been increasingly applied in the hospitality industry. In adopting a service-dominant (S-D) logic lens, this paper aims to empirically test how co-creation affects WTP through customer engagement (CE).
Design/methodology/approach
The context for the empirical analysis is the Chinese market, one of the largest online purchasing markets that has been significantly transformed since the proliferation of co-creation. The study is a within-design online experiment with 488 Chinese participants. The analysis makes use of mediation models to evaluate the proposed mechanisms behind co-creation, CE and the moderated role of frequency of stay, and their impacts on WTP.
Findings
The data confirm the hypothesised positive impact of value co-creation on customer WTP. This impact is fully mediated by CE, i.e. CE is the mechanism behind a higher WTP propensity for co-created hotel rooms. Notably, the frequency of stay at a hotel, thus positively influencing WTP, does not have a moderated mediation effect on this relationship.
Originality/value
Limited research to date has investigated the price effectiveness of value co-creation in the hospitality context. This study contributes to the S-D logic and value co-creation discourses by testing the effectiveness of these concepts in relation to customer pricing decisions. This study empirically confirms the hypothesised model and provides recommendations for hospitality research and practice.
Despite the considerable expansion of brand-hosted social media, it is still not clear whether and how brand-consumer social sharing contributes to virtual media engagement. Drawing on the theory of close relationships, this study provides a conceptualization of the gratifications that are derived from brand-consumer interactions, which is referred to as Brand-Consumer Social Sharing Value. Using a sample of brands' Facebook page users, this study validates a scale for measuring the construct, which comprises four dimensions: brand intimacy, brand individual recognition, brand influence, and brand community belonging. In addition, satisfaction and brand gratitude, seen as media-driven variables, are found to mediate the impact of Brand-Consumer Social Sharing Value on virtual media engagement. Most notably, the findings reveal that the contribution of the gratitude-based route is higher than the satisfaction-based route. Implications for further research on social media are discussed.
Purpose
This paper aims to review hospitality and tourism research on customer satisfaction (CS), service quality (SQ) and customer value (CV) published in several established hospitality and tourism journals over the past 15-16 years. A parallel review of research on the same topics published in several leading marketing journals is also conducted to show comparisons in research trends across the two different, but closely related, fields of study. By doing so, this paper aims to summarize lessons learned from previous research and provide suggestions for future research on the topics in the hospitality and tourism discipline.
Design/methodology/approach
This study reviewed 242 articles appearing in six selected hospitality and tourism journals and 71 articles in four business journals that were published on CS, SQ and CV over the period of 2000-2015. A comprehensive coding scheme was developed to sort each study by more than 50 criteria.
Findings
While research on these topics has grown constantly during the period in the hospitality and tourism field, it has declined in the general business discipline over the same period. Hospitality and tourism research relied heavily on cross-sectional data through a survey approach, whereas business studies used experimental designs more frequently. Research on CS has sustained both interest and productivity, but research on SQ and CV has dwindled over time. Another notable finding is that most studies are not grounded in strong theories, although CS studies tended to be more theory-embedded.
Practical implications
This study provides many useful insights into the research practice and trends of related research and suggestions for future research, especially for hospitality and tourism researchers.
Originality/value
This study provides an unprecedented, comprehensive review of theories, methods, discussion points, implications, limitations and conclusions of studies on CS, SQ and CV published in selected hospitality and tourism journals over the past 15 years.
The study investigated the role of green brand image in building green brand trust, green brand attachment, and green brand commitment. Additionally, the study developed and validated measurement scales of two novel constructs 'green brand attachment' and 'green brand commitment'. Based on literature review and identified gaps the study proposed an integrated theoretical model. To empirically test the proposed model this study collected data from 318 individual customers of electronics and information technology brands with the help of self-administered questionnaire survey method. The study utilised Structural Equation Modelling (SEM) technique to statistically analyse measurement and structural models. The model fit indices indicated that proposed theoretical model is good fit with the data used in study. Confirmatory factor analysis depicted that the data has successfully fulfilled the requirements of reliability, convergent validity and discriminative validity. The results of structural model revealed that green brand image plays significant positive role in building green brand trust, green brand attachment and green brand commitment. Additionally, the results indicated that green brand trust partially mediates the relationship of green brand image with green brand attachment and green brand commitment. It is concluded that green brand image is a significant driver in relationship building process. Additionally, it is also established that building green brand relations lead towards environmental sustainability and conservation of resources.
During the last decade, service-dominant (S-D) logic (1) has taken a series of significant theoretical turns, (2) has had foundational premises modified and added and (3) has been consolidated into a smaller set of core axioms. S-D logic can continue to advance over the next decade by moving toward further development of a general theory of the market and, even more broadly, to a general theory of value cocreation. To support this theory of the market requires developing more midrange theory frameworks and concepts of service exchange, resource integration; value cocreation; value determination; and institutions/ecosystems. These midrange theories can be partially informed by theories outside of marketing, including those under the rubrics of practice, evolutionary, complexity, ecological and structuration theories. Evidence-based research is also needed and some opportunities include strategy making and implementation in a complex service ecosystem as well as applications of complexity economics and the study of the service of cognitive mediators (assistants) and linking this to how individuals and other actors use and develop heuristics in complex service ecosystems. Additionally, opportunities exist for using S-D logic as a broader framework for the study of macromarketing, including ethics, economic, environmental and social sustainability, as well as public policy. For each of these, the further study of institutions and institutional arrangements, which facilitate coordination among actors in service ecosystems is needed.
In recent years, discussion surrounding the construct of customer engagement in service research has gained significant attention from academics and practitioners alike. The discussion of engagement, an important topic for service research, has focused on the customer, neglecting the roles of other actors, such as employees, who can play a large part in the value co-creation process. This paper is a call-to-action for academics to include a 360-degree view of engagement into the service research discourse. The employment of a service ecosystems perspective is suggested to include engagement from an actor-to-actor perspective. The objective is to focus on all actors who intend to participate, already actively participate in, or actors who are disengaged from the value co-creation process in such systems.
Research addressing the micro-foundational theoretical entity of customer engagement (CE) has proliferated in recent years. In parallel, the macro-foundational theory of service-dominant (S-D) logic is thriving. While the fit of CE/S-D logic has been recognized, insight into this theoretical interface remains tenuous, as explored in this paper. We develop an integrative, S-D logic–informed framework of CE comprising three CE foundational processes, which are required (for customer resource integration), or conducive (for customer knowledge sharing/learning) CE antecedents. While customer resource integration, in some form, extends to coincide with CE, customer knowledge sharing/learning can also do so. We also identify three CE benefits (customer individual/interpersonal operant resource development, cocreation) as CE consequences, which can also coincide with CE. Deploying the framework, we revise Brodie et al.’s (Journal of Service Research, 14(3), 252–271, 2011) fundamental propositions of CE and apply these to customer relationship management. We conclude with theoretical and managerial implications, followed by future research avenues.
Purpose
– Coproduction, as one component of cocreation of value, offers many benefits to customers and management, but also requires customers to invest a considerable amount of effort and time. The purpose of this paper is to investigate the coproduction paradox of benefits and costs.
Design/methodology/approach
– One experimental study and two cross-sectional field studies across three service industries test the nonlinear relationship between level of coproduction and customer loyalty.
Findings
– Results show not only the optimum level but also the negative effects of increasing levels of coproduction on customer loyalty and, in turn, monetary expenditures. The negative effect can be partially offset by perceived process enjoyment (PE), such that consumers who enjoy the process exhibit increased loyalty after the optimum coproduction point. Customer self-efficacy (SE), however, further strengthens the inverted u-shaped relationship.
Research limitations/implications
– Further research should try to replicate the findings in more complex and less hedonic service settings (e.g. financial investments) because both PE and SE might be even more powerful here.
Practical implications
– Service managers need to determine the optimal degree to which customers want to engage in the creation of services and avoid overburdening them. Management should further explore opportunities to elicit feelings of fun and enjoyment through coproduction.
Originality/value
– Research usually highlights the potential benefits of coproduction for customers and companies and suggests a positive linear relationship between coproduction and success outcomes. This article instead shows that after an optimum level, the marginal benefits of coproduction for customer loyalty turn negative.
Purpose
– The purpose of this paper is to explore the social and cultural aspects of the context that frames service exchange to better understand how value and experience are evaluated.
Design/methodology/approach
– The authors apply a conceptual approach to develop and propose a framework for deepening the understanding of the context of market-related experiences. The authors integrate two growing streams of research – consumer culture theory and service-dominant logic – that focus on phenomenological and experiential views on value and extend the context of experience with a culturally rich, service-ecosystems view of markets.
Findings
– The authors broaden the context of experience by applying a service-ecosystems perspective and identify four social and cultural factors that influence experience from this extended context – sign systems and service ecosystems; multiplicity of structure and institutions; value-in-cultural-context; and co-construction of context. Based on this, the authors point toward directions for future research.
Research limitations/implications
– The proposed framework points researchers and managers toward an extended context that is reproduced through the co-creation of value and influences evaluations of experience. Empirical research is needed to provide evidence of the proposed framework and further extend the understanding of dynamic social and cultural contexts.
Practical implications
– The findings of this study provide a broader scope of context and identify additional social and cultural factors for managers to consider in their efforts to enhance customer experiences.
Originality/value
– Traditional views of markets limit the context of experience to firm-customer encounters or consumer-centric practices and processes. This paper extends the context of experience to consider the practices and perspectives of multiple actors and various views on value.
Purpose
This paper aims to examine the impact that brand transgressions, and the effect of an apology or lack thereof, have on consumers’ intentions to co-create with a brand, perceived brand equity and brand love, and compares these effects on brands that are viewed positively versus brands that are viewed negatively.
Design/methodology/approach
Two studies were deployed. In the first study, a 2 × 2 between subjects factorial design using fictitious brands is used to test the hypotheses. The second study seeks to replicate the findings of the first study by using a brand connected to a real retailer.
Findings
Regardless of a brand issuing an apology or not, co-creation, higher perceived brand equity and increased levels of brand love, are more likely to occur when a consumer views a brand as being positive versus negative. However, the results vary when the consumer has a prior level of knowledge and a stronger relationship with a brand.
Research limitations/implications
This paper focuses on consumers between the ages of 18 and 29 years. While the findings of Study 1 are mostly replicated in Study 2, a more generalizable sample could create additional insights into the impact of brand transgressions and issuing or not an apology.
Originality/value
The findings of this paper add to the current literature on co-creation, brand equity, brand love and theory of reasoned action, in terms of the impact of an apology, or lack thereof, on brand transgressions and consequent consumer responses.
Purpose
Contemporary scholars contend that the buyer–seller relationship is dynamic in nature, so it grows, matures and declines over time. However, most studies that adopt the dynamic perspective debates its conceptualization and how dynamic effects are captured. This scholarly discourse has led to multiple dynamic perspectives and resulted in fragmented and scattered literature on the subject. This study aims to synthesize the large body of research on dynamic perspectives in a systematic way.
Design/methodology/approach
This paper follows a systematic review approach to extract and review 192 research articles from four electronic databases: Web of Science, EBSCOhost Business, ScienceDirect and Emerald. Based on the inclusion criteria that the articles examine time-dependent relationship development in light of a generalizable dynamic perspective, 61 articles were selected for the final examination and reporting.
Findings
This review reveals that most research on the buyer–seller dynamic relationship follows at least one of four perspectives: the relationship lifecycle, relationship age, relationship velocity and the asymmetric–dynamic perspective. Each perspective offers a distinct conceptualization of relationship development and has certain advantages that enable researchers to capture information about relationships’ growth trajectory in a unique manner.
Practical implications
Firms need a set of diverse strategies for their customers, depending on the state of the relationships’ development, as strategies that pay off at initial levels may fail at later stages. This study helps managers select an appropriate dynamic perspective that best aligns with their customers’ stage of relationship development so they can devise customized relationship-management strategies.
Originality/value
To the best of the authors’ knowledge, this article is the first attempt to organize the discourse of a large body of research on dynamic perspectives, and therefore it helps academicians and practitioners to choose the dynamic perspective that best suits their objectives and research settings. This review documents key research areas that have been overlooked and highlights opportunities for future research.
Purpose
This paper aims to examine the role of brand attachment as a relevant construct in customers’ evaluation after they face a service failure which impacts future consumer behaviors. It mainly answers the research question: does brand attachment cushion or amplify the effect of service failure on customers’ negative emotions?
Design/methodology/approach
A 2 × 2 × 2 experimental design was conducted. Data analysis was performed with ANOVA and moderated mediation.
Findings
Customer’s feelings toward a brand (brand attachment) that existed before a service failure occurred can regulate customer’s negative emotions especially when consumer attribute service failure to a controllable cause. This process minimizes the effect of service failure in customer’s satisfaction and consequently increase customer behaviors like word of mouth and loyalty intentions.
Research limitations/implications
Adding perceived intentionality as a service failure’s attribution could provide another layer of explanation of customer behavior. Also, an expanded study using a sector characterized by higher cost of change and permanent consumption could provide result’s generalizability.
Practical implications
Brand attachment should be included in the customer service strategy. In a service failure situation, brand attachment becomes part of the “service customer policy” helping customers to regulate their negative emotions.
Originality/value
This study fills the knowledge gap regarding the role of customers’ positive emotions toward brands when a service failure occurs. The current study extends branding literature by differentiating brand attachment role from coping tactics.
Purpose
The purpose of this study is to provide a better understanding of customer brand engagement (CBE) by proposing and empirically testing a model of antecedents and consequences of CBE for user-initiated online brand communities (OBCs).
Design/methodology/approach
The model is tested using a sample of 584 participants in two relevant OBCs created and managed by brand fans. Specifically, data were collected from two communities in the photography products category: Nikonistas and Canonistas.
Findings
The results indicate that community and brand identification positively and significantly influence CBE. Furthermore, the supporting role of OBCs’ moderators facilitates CBE and moderates the influence of community identification on CBE. Regarding the outcomes of CBE, the results show that higher levels of engagement are positively, directly and significantly associated with favorable intentions towards the brand and the community. These effects are then mediated by brand affective commitment.
Research limitations/implications
The study has been conducted in two Spanish OBCs of two specific high-involvement products category: it is cross-sectional and focuses on a limited number of antecedents and consequences.
Practical implications
Evidence from this research supports and emphasizes the potential that these platforms have for brand management such that firms’ resources could be best allocated on those elements that lead to superior CBE.
Originality/value
The study endorses the role of CBE in fostering brand and community-related favorable outcomes in the context of user-initiated OBCs. It shed lights on the potential that these online platforms have for brands and on the role that brand management should play in digital contexts that are outside the direct control of the company.
This study aims to provide a theoretical framework explaining how tourists' revisit intentions to home-based accommodations are formed. It does so by inserting constructs related to co-creation experience (experiencescape, perceived value, and memorability) into the theory of planned behavior (TPB) and by considering the moderating effect of co-creation behavior. The study results (n = 413) from structural equation modeling (SEM) indicated that the extended TPB has better predictive power than the original TPB. The findings also showed that all proposed paths were significant, identified the role of co-creation experience in generating intention, and verified the mediating role of study variables. Furthermore, the invariance test indicated that tourists' co-creation behavior played a moderating role between experiencescape and customers' internal factors (perceived value, memorability, and attitude). Theoretical and practical implications are discussed.
Purpose
The purpose of this paper is to suggest that the effects of service quality (SQ) on outcome variables may shift over time. However, scant attention has been paid to capturing that shift. The current study uses the theory of relationship dynamics to capture the rate and direction of change in the effects of SQ attributes on customer satisfaction (CS) and emotional attachment (EA). For this purpose, the study takes CS-velocity and EA-velocity as dynamic outcomes of SQ.
Design/methodology/approach
A sample of 306 restaurant consumers responded to a structured questionnaire at three points in time. Confirmatory factor analysis was carried out, followed by analysis of the data through latent growth curve modeling using MPlus (Version 8.1).
Findings
SQ attributes positively affect CS and EA, but these effects diminish over time, as SQ attributes negatively influence CS-velocity and EA-velocity. In addition, the study demonstrates that dynamic elements strongly impact behavioral intentions (BI).
Practical implications
The study enables service and relationship marketing managers to better understand the role of SQ attributes in maintaining longitudinal satisfaction, attachment and BI. The insights from this longitudinal investigation help managers to formulate long-term service management and relationship management strategies.
Originality/value
This study is the first attempt to examine SQ’s dynamic outcomes using longitudinal panel data. It is the first study to introduce EA-velocity as a dynamic construct of EA and the first to examine the relationships of CS-velocity and EA-velocity with BI.
Purpose
This paper aims to explore the relationships between website quality – through consumer-generated media stimuli-, emotions and consumer-brand engagement in online environments.
Design/methodology/approach
Two independent studies are conducted to examine these relationships. Study 1, based on a sample of 366 respondents, uses a structural equation modelling approach to test the research hypotheses. Study 2, based on 1,454 online consumer reviews, uses text-mining technique to examine further the relationship between emotions and consumer-brand engagement.
Findings
The findings show that all the consumer-generated media stimuli are positively related to the dimensions of emotions. However, only pleasure and arousal are positively related to the three variables of consumer-brand engagement. The findings also show cognitive processing as the strongest dimension of consumer-brand engagement providing positive sentiments towards brands.
Practical implications
The findings provide marketers with an understanding of how valid, useful and relevant content (i.e. information/content) creates a greater emotional connection and drive consumer-brand engagement. Marketers should be aware that consumer-generated media stimuli influence consumers’ emotions and their reaction.
Originality/value
This study is one of the firsts to adapt and apply the S-O-R framework in explaining online consumer-brand engagement. This study also adds to the brand engagement literature as the first study that combines PLS-SEM approach with text-mining analysis to provide a better understanding of these relationships.
Purpose
This paper aims to explore and evaluate practice-based segmentation as an alternative conceptual segmentation perspective that acknowledges the active role of consumers as value co-creators.
Design/methodology/approach
Data comprising various aspects of customer-to-customer (C2C) co-creation practices of festival visitors were collected across five UK-based festivals, using participant observation and semi-structured interviews with naturally occurring social units (individuals, couples and groups). Data were analysed using a qualitative thematic analysis procedure within QSR NVivo 10.
Findings
Private, sociable, tribal and communing practice segments are identified and profiled, using the interplay of specific subject- and situation-specific practice elements to highlight the “minimum” conditions for each C2C co-creation practice. Unlike traditional segments, practice segment membership is shown to be fluid and overlapping, with fragmented consumers moving across different practice segments throughout their festival experience according to what makes most sense at a given time.
Research limitations/implications
Although practice-based segmentation is studied in the relatively limited context of C2C co-creation practices at festivals, the paper illustrates how this approach could be operationalised in the initial qualitative stages of segmentation research. By identifying how the interplay of subject- and situation-specific practice elements affects performance of practices, managers can facilitate relevant practice-based segments, leading to more sustainable business.
Originality/value
The paper contributes to segmentation literature by empirically demonstrating the feasibility of practice-based segments and by evaluating the use of practice-based segmentation on a strategic, procedural and operational level. Possible methodological solutions for future research are offered.
Purpose
The purpose of this paper is to investigate the largely unexplored conceptualisation of the brand-as-a-person metaphor in small-to-medium-sized enterprises (SMEs) by examining its potential relation with the SME owner-manager, the pathways to its creation and development and the intuitive nature of this relationship.
Design/methodology/approach
A grounded theory approach was used, and data were collected through a set of 36 semi-structured interviews with 30 SME owner-managers in various sectors in Mexico.
Findings
The results indicate that SME owner-managers intuitively humanise their brands. The study revealed four pathways to develop the brand-as-a-person metaphor in the SME context: through personality traits, tastes and preferences, abilities and knowledge and values, all suggesting that SMEs’ brand-as-a-person metaphors are largely an extension of their owner-managers.
Research limitations/implications
The paper presents a theoretical framework that illustrates the four pathways to the creation and development of brand-as-a-person that are derived from the brand’s relationship with the SME owner-manager. The results of cross-industry semi-structured interviews are limited to a single culture context.
Practical implications
SME owner-managers should first undertake an introspective personal assessment of their intuitive and conscious decision-making, as SME owner-managers often make decisions in an intuitive way. The results suggest that they should act in a more conscious, responsible and rational way when formulating their brand strategies.
Originality/value
This is the first study to clarify the profound influence of SME owner-managers’ personal characteristics, including personality traits, tastes and preferences, abilities and knowledge and values, on the brand-as-a-person metaphor. This study also confirms the intuitive learning strategy formulation of SME owner-managers’ branding practices and SMEs’ need for a more rational approach to branding.
Brands take advantage of technology, social media and constant connectivity to foster organic consumer engagement and interactions towards co-creating personalised customer service. Real-time service offers dynamic engagement with connected consumers. Brands in tourism and hospitality use technology to dynamically enhance consumer experience through co-creation. The integration of real-time consumer intelligence, dynamic big data mining, artificial intelligence, and contextualisation can transform service co-creation by mobilising recourses in the ecosystem. Nowness service emerges by dynamically engaging consumers in experience cocreation in real time. It has five interconnected characteristics that revolutionise the tourism and hospitality, namely: real-time, co-creation, data-driven, consumer-centric and experience co-creation. © 2019
In this study, we highlight the need and develop a framework for customer engagement (CE) by reviewing the marketing literature and analyzing popular press articles. By understanding the evolution of customer management, we develop the theory of engagement, arguing that when a relationship is satisfying and has emotional connectedness, the partners become engaged in their concern for each other. As a result, the components of customer engagement include both the direct and the indirect contributions of CE. Based on the theoretical support, our proposed framework elaborates on the components of CE as well as the antecedents (satisfaction and emotion) and consequences (tangible and intangible outcomes) of CE. We also discuss how convenience, nature of the firm (B2B vs. B2C), type of industry (service vs. product), value of the brand (high vs. low), and level of involvement (high vs. low) moderate the link between satisfaction and direct contribution, and between emotions and indirect contribution of CE, respectively. Further, we show how customer engagement can be gained and how firm performance can be maximized by discussing relevant strategies.
Purpose
This paper aims to identify the impacts of brand communities on relational outcomes such as word-of-mouth, advocacy and loyalty through the mediating effects of brand love.
Design/methodology/approach
In total, 510 valid questionnaires were collected from Portuguese consumers. Structural equation modeling was used to test the proposed hypotheses.
Findings
This investigation shows how brand communities may contribute to reinforce the bonds between brands and customers by introducing love in these relationships. The results of this study show that the identification dimension of brand communities has an important effect on brand love, word-of-mouth, advocacy and brand loyalty. Building on the foundations of previous studies, this research also highlights the role of brand love on word-of-mouth, brand advocacy and brand loyalty and the impact of brand loyalty on word-of-mouth, brand advocacy and brand loyalty.
Originality/value
This investigation makes two major contributions: first, investigating the impacts of brand communities, and second, using the mediating effects of brand love on relational outcomes.
Purpose
Considering brand ownership as a cause of concern, this paper aims to propose a conceptual model portraying brand engagement as a function of members’ brand psychological ownership (BPO) and value-congruity and to investigate the effect of brand engagement on brand attachment and brand purchase intentions.
Design/methodology/approach
Data were collected from 275 brand community members who do not own the brand. Six different brand communities were shortlisted and offline events were targeted. For testing the hypothesised relationships, the authors used structural equation modelling.
Findings
The results indicate that BPO and value-congruity positively influence the brand engagement of the members, which further influences the brand attachment and brand purchase intentions. It is also observed that brand attachment mediates the effect of brand engagement on brand purchase intentions.
Research limitations/implications
The primary limitation of this paper is the research context, which needs to be further replicated. The specific customer-segment approach of the study adds a new direction to the scope of brand engagement in the brand management domain.
Practical implications
The study shows that brand managers need to expand their focus from existing brand customers to non-customers as brand engagement subjects because the non-brand owners can also experience brand attachment and develop intentions to purchase the brand, if engaged.
Originality/value
The study endorses the role of psychological ownership theory in brand engagement research; explores the feasibility of brand engagement among “non-owner community members”; highlights the role of their engagement in enhancing attachment towards the brands and purchase intentions; and sheds light on the blurred boundaries between brand engagement and brand attachment.
The authors highlight the need for and develop a framework for engagement by reviewing the relevant literature and analyzing popular- press articles. They discuss the definitions of the focal constructs-customer engagement (CE) and employee engagement (EE)in the engagement framework, capture these constructs' multidimensional, and develop and refine items for measuring CE and EE. They validate the proposed framework with data from 120 companies over two time periods, and they develop strategies to help firms raise their levels of CE and EE to improve performance. They also observe that the influence of EE on CE is moderated by employee empowerment, type of firm (business-to- business [B2B] vs. business-to-consumer [B2C]), and nature of industry (manufacturing vs. service); in particular, this effect is stronger for B2B (vs. B2C) firms and sen/ice (vs. manufacturing) firms. The authors find that although both CE and EE positively influence firm performance, the effect of CE on firm performance is stronger. Furthermore, the effect of CE and EE on performance is enhanced for B2B (vs. B2C) and for service (vs. manufacturing) firms.
Purpose
The purpose of this paper is to determine the impact on brand love of consumption experience at the dimensional level and to determine whether brand love mediates between consumption experience and customer engagement in the context of Generation M.
Design/methodology/approach
A sample of 265 Muslim smartphone users responded to a structured questionnaire adapted from existing literature. First, confirmatory factor analysis was carried out, and then data were analyzed through structural equation modeling using MPlus.
Findings
The findings indicate that hedonic pleasure and escapism directly, while flow, challenge and learning indirectly affect brand love and that brand love mediates the relationship between consumption experience and customer engagement.
Practical implications
This paper explicates Generation M’s consumption experience, ascertains ways to supplement their love for brand and engage them in gainful relationships and provides suggestions for further investigation. From a managerial perspective, the paper has implications for the management of consumer experience, identifies the most valuable dimensions of consumption experience and proposes that managers can develop customer-engagement strategies via brand love.
Originality/value
The paper validates the mediating role of brand love in the relationship between consumption experience and customer engagement; is the first to investigate the relationship between all dimensions of consumption experience and brand love; is one of few studies to investigate consumption experience, brand love and customer engagement in developing countries; and is one of first investigations to use a sample of Generation M.
Research suggests that atmosphere plays an important role in creating emotional connections between a hotel customer and the hotel and that these connections lead to improved customer satisfaction and customer engagement. The purpose of this research is to identify some of the atmosphere elements within a hotel that might enable customers to better engage with the hotel. A structural equation model (SEM) was employed to test the relationships. Social and room design were found to be significant antecedents to customer satisfaction. The research also found that while satisfied customers were more likely to promote the hotel to others through WOM behavior, they had fewer suggestions for improvement. Theoretical and practical implications are discussed as well.
The growing phenomenon of the sharing economy facilitates collaborative production and consumption, which highlights the concept of value co-creation. The current study aims to investigate the role of value co-creation in a sharing economy with an examination of consumers’ willingness to pay a premium price. Three types of functional, social, and emotional co-created values were explored through an online survey that focused on the pre-consumption, mid-consumption, and post-consumption stages. Four hundred and ninety-nine valid surveys were collected. The results showed that activities that involve functional and social values in the pre-consumption stage are stimulators of paying a premium price. In the mid-consumption stage, emotional value is also important for customers. However, in the post-consumption stage, only social-value-based activities are associated with willingness to pay a premium price.
We develop a framework to facilitate customer engagement in service (CES) based on the service-dominant (S-D) logic. A novel feature of this framework is its applicability and relevance for firms operating both in developed and emerging markets. First, we conduct a qualitative study involving service managers from multinational companies (MNCs) across the developed and emerging markets to understand the practitioner viewpoints. By integrating the insights from the interviews and the relevant academic literature, this framework explores how interaction orientation and omnichannel model can be used to create positive service experience. We also identify the factors that moderate the service experience, and categorize them as follows: offering-related, value-related, enabler-related, and market-related. Further, we also propose that perceived variation in service experience moderates the influence of service experience on satisfaction and emotional attachment, which ultimately impacts customer engagement (CE). From these factors, we advance research propositions that discuss the creation of positive service experience. One of the study’s key contributions is that MNCs can focus their attention on the moderators to ensure consistency in positive service experience, in an effort to enhance CE.
The aim of this study was to build and test a model that explores customer co-creation by integrating drivers and resources that promote customer co-creation. This study used a scenario-based survey that combines respondents’ personal experiences of dining at a full-service restaurant and their responses to the hypothetical scenario of the co-creation experience. The population of the study was restaurant customers in the United States who visited any full-service restaurant within the previous three months before the survey date. Using convenience sampling, respondents were recruited from the Amazon Mechanical Turk. A total of 501 responses were used for data analysis using a two-step approach of structural equation modeling. This study found that customers with a higher level of knowledge, self-efficacy, and motivation are more likely to participate in the co-creation experience. In addition, the results supported the role of the customer as a resource integrator during the co-creation experience.
Purpose
This study aims to examine the effect of sensory brand experience and involvement on brand equity directly and indirectly through cognitive, emotional and behavioral consumer brand engagement (CBE).
Design/methodology/approach
A survey was administered to the customers of a Finnish tableware brand using relevant Facebook channels. A total of 1,390 responses were analyzed using partial least squares structural equation modeling.
Findings
The empirical findings suggest that both involvement and sensory brand experience are directly related to the three facets of CBE. Further, involvement, sensory brand experience and CBE jointly explain more than 50 per cent of the variance in brand equity. In addition, the results reveal that emotional engagement was the most influential factor in determining consumers’ overall engagement level.
Research limitations/implications
The framework should be tested in other contexts, and the application of longitudinal research setting is encouraged.
Practical implications
The study highlights not only the importance of holistic CBE management but also the necessity to manage sensory aspects of consumer–brand interactions. In this way, managers can build sustainable consumer–brand relationships.
Originality/value
The nomological network of CBE is not well-known. This study integrates two central constructs (sensory brand experience and brand equity) with the concept of CBE and examines their effects on brand equity both directly and indirectly through cognitive, emotional and behavioral CBE.
Purpose
The purpose of this paper is to review the literature on customer experience to develop a better understanding of the concept and propose a research agenda.
Design/methodology/approach
The paper is based on a thorough review of 69 full-text articles, 12 books and one published dissertation related to customer experience.
Findings
The review describes the relevance of experiential perspective, service experience and customer experience to attract, delight and retain customers. Customer experience is regarded as a holistic interactive process, facilitated through cognitive and emotional clues, moderated by customer and contextual characteristics, resulting into unique and pleasurable/un-pleasurable memories. The study provides a deeper understanding of the concept and research issues for customer experience.
Research limitations/implications
It provides important insights into the emergence, development, management and measurement of customer experience-related issues for future research.
Practical implications
Customer experience needs to be considered and managed as a holistic strategic process for creating customer value, differentiation, customer satisfaction, loyalty and competitive advantage.
Originality/value
The study contributes to the understanding of customer experience and research agenda based on a thorough review of literature spanning 25 years.
Studies have acknowledged the importance of providing superior brand experience and developing emotional attachment between a brand and a consumer. However, the significance of brand experience and emotional attachment in enhancing brand loyalty remains underexplored, especially in the context of service brands. The present study examines the effect of emotional attachment and brand experience on brand loyalty in banking services. This study also examines the role of gender as a moderator in the relations that emotional attachment and brand experience share with brand loyalty. Data were collected from 356 bank account users through an online questionnaire survey. Confirmatory factor analysis and structural equation modeling techniques were used for data analysis. Results suggest that brand experience positively influenced emotional attachment, and that both brand experience and emotional attachment have a significant positive influence on brand loyalty. Results also suggest that gender moderates the relationships shared by emotional attachment and brand experience with brand loyalty. This study empirically establishes that marketers should consider not only the rational aspect of consumers, but also their emotional aspects. To address such emotional needs, it is crucial to provide pleasurable brand experiences and develop emotional attachment within customers toward the brand. The relationships examined in the present study have not been tested before; this is the first attempt of the kind. Thus, the associations established in this study form an important, original, and unique contribution to existing body of brand experience and emotional attachment literature.
The statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined. A drawback of the commonly applied chi square test, in addition to the known problems related to sample size and power, is that it may indicate an increasing correspondence between the hypothesized model and the observed data as both the measurement properties and the relationship between constructs decline. Further, and contrary to common assertion, the risk of making a Type II error can be substantial even when the sample size is large. Moreover, the present testing methods are unable to assess a model's explanatory power. To overcome these problems, the authors develop and apply a testing system based on measures of shared variance within the structural model, measurement model, and overall model.
Purpose
By outlining the evolution of brand management research over the past 25 years, as reported in the Journal of Product and Brand Management ( JPBM ), this paper aims to analyze the changes in the way branding has been approached in research, highlight the current challenges the discipline faces and suggest future research avenues that will hopefully further enrich brand management knowledge.
Design/methodology/approach
This paper includes internal historical literature review and commentary.
Findings
After a thorough analysis of the journal’s content, the contribution that the JPBM has made in the development of brand management knowledge over the past 25 years is highlighted. Eight major shifts in brand management research and thought, and three overarching difficulties and challenges, are identified.
Research limitations/implications
By solely focusing on the contributions published in the journal, by no means this review is exhaustive and includes all the contributions to the discipline. Its contribution is limited to the analysis of the work, and the evolution of brand management thinking, recorded in the JPBM .
Originality/value
The paper highlights the evolution of brand management thought and presents imperatives and challenges to guide future research in brand management.
The study investigated the role of green brand image in building green brand trust, green brand attachment, and green brand commitment. Additionally, the study developed and validated measurement scales of two novel constructs 'green brand attachment' and 'green brand commitment'. Based on literature review and identified gaps the study proposed an integrated theoretical model. To empirically test the proposed model this study collected data from 318 individual customers of electronics and information technology brands with the help of self-administered questionnaire survey method. The study utilised Structural Equation Modelling (SEM) technique to statistically analyse measurement and structural models. The model fit indices indicated that proposed theoretical model is good fit with the data used in study. Confirmatory factor analysis depicted that the data has successfully fulfilled the requirements of reliability, convergent validity and discriminative validity. The results of structural model revealed...
This paper examines how Subway, the US fast food restaurant franchise, has adapted to Indian culture. Glocalization theory will be the guiding framework used in this analysis. Glocalization rests on the premise that a universal concept must change to fit and function in a local culture. Blending the local and the global, it provides a passage to empowerment where modifications to a particular commodity can make it prosper in various traditions. Four important themes of glocalization emerged from this analysis: (1) adjustment of restaurant ambience; (2) adoption of Jain values; (3) adjustment of advertising practices; and (4) adjustment of the use of social media. An important conclusion is that, although India is embracing modernity, Subway has honoured many religious and cultural views in that nation.
Interest in the problem of method biases has a long history in the behavioral sciences. Despite this, a comprehensive summary of the potential sources of method biases and how to control for them does not exist. Therefore, the purpose of this article is to examine the extent to which method biases influence behavioral research results, identify potential sources of method biases, discuss the cognitive processes through which method biases influence responses to measures, evaluate the many different procedural and statistical techniques that can be used to control method biases, and provide recommendations for how to select appropriate procedural and statistical remedies for different types of research settings.
This study examines the effects of green practices on the development of consumers' store attachment in coffee shops and the role of consumers' store attachment in predicting loyalty to green stores and green products. This study further investigates whether consumers with a high degree of green consciousness respond more positively to green practices than other consumers do. The researchers administered a survey to U.S. coffee shop customers and collected data from web-based online panel members using an online survey. This study employs structural equation modeling to test the hypothesized relationships. The findings showed that green practices had a significant influence on consumers' attachment to a store. In addition, consumers' attachment to green stores had a positive effect on store loyalty, and store loyalty was significantly associated with product loyalty. Further investigation of the moderating effects of green consciousness showed that in contrast to less green-conscious consumers, highly green-conscious consumers responded more positively to stores' green cues, showing stronger store attachments and exhibiting greater loyalty to green stores and green products. The theoretical and managerial implications of these findings are discussed.
