SlideShare a Scribd company logo
 Customer engagement behaviors:
The role of service convenience, fairness and
quality.
Name: 1- Sanjit Kumar Roy. 2- Tom Chend
Address: The University of Western Australia.
Customer engagement behaviors (CEBs) are becoming important to
increase firm’s profitability. More and more firms are beginning to
pay attention to CEBs as a strategic imperative that leads to
sustainable competitive advantage. According to a report
(Forrester, 2016) the majority of participating firms are in the
process (52%) of connecting various engagement points across the
entire customer journey.
 Customer engagement is a business communication
connection between consumer and an organization/company
or brand through various channels. The term can also be used
to define customer-to-customer correspondence regarding a
communication, product, service or brand.
DV => Customer engagement behaviors (CEBs)
IV=> Motivational drivers of CEBs.
1. Service convenience.
2. Service quality.
3. Perceived fairness.
CEBs depend on the type of resources
(money, time and effort)
Based on the review of literature, we classify CEBs into
two broad categories which are
(i) CEBs directed toward the firm and its employees.
(ii) CEBs directed toward other customers of the firm.
Specifically, we consider three forms of CEB i.e.
1. positive word-of-mouth.
2. Customer helping company behavior.
3. Customer helping customers behavior.
Customer
Engagement
Behavior
Perceived
Quality
Perceived
fairness
Service
convenience
Words-of-
Mouth
Customer
helping
Customer
Customer
helping
company
A variable which is being affected by other
variables.
 Customer engagement behaviors is playing a
role as a dependent behaviour.
 Independent variables of this article are as
follows.
1. Perceived Quality.
2. Service convenience.
3. Perceived fairness.
Perceived quality can be defined as the
customer's perception of the overall quality or
superiority of a product or service with respect to
its intended purpose, relative to alternatives.
Perceived quality is, first, perception by
customers.
Service convenience is defined as
“time and effort saved
by customers while
purchasing and using
a service.
 It is the difference between customer
expectations of the service and perceived
service.
◦ When expectations are ≥ performance then
perceived quality customer is satisfied.
 Thus, perceptions of fairness include the procedures/means by
which the resources are allocated/accomplished.
 Literature suggests that superior service quality is perceived as pro-
social behavior by customers, which improves firm-customer
relationships by creating positive affect among customers and
increasing the level of their trust and commitment towards firms.
 Today, customers experience a perceived shortage of time and
effort are looking for ways to balance their various activities.
 Customer engagement studies treat these relationship quality
variables as motivational drivers.
1. Service convenience has significance impact on CEBs (word-of-
mouth, customer helping company and customer helping
customers).
2. Service quality has significance impact on CEBs (word-of-
mouth, customer helping customers and customer helping
company).
3. Perceived service fairness has significance impact on CEBs
(word-of-mouth, customer helping customers, and customer
helping company).
 The proposed hypotheses were tested and the results indicate that service
convenience and service fairness make a significant positive contribution with
statistically significant β’s (t-values> 1.96, p < 0.01) to all three customer engagement
behavior constructs (word-of-mouth, customer helping customers, and customer
helping company).
 On the other hand, service quality has a positive and significant direct effect only on
word-of-mouth (β=0.09, t-value =1.92). For customer helping customers, the
relationship is positive but not significant, whereas, for customer helping company,
the relationship is significant but, surprisingly, negative.
 First, the study was conducted in a single country and customer was
limited.
 Future study should explore these findings in other contexts
characterized by high firm customer interactions, such as restaurants
and entertainment parks.
 Future studies should explore the role of various engagement platforms
used by firms in eliciting CEBs. The type of channel used by customers
determines the level of firm-customer interactions, which in turn may
influence the results obtained in this study.
 Study focuses on CEBs that are beneficial for the firm.
Customer engagement behaviors

More Related Content

What's hot

7.hasnain safdar 54 64
7.hasnain safdar 54 647.hasnain safdar 54 64
7.hasnain safdar 54 64
Alexander Decker
 
Examining Service Quality Dimensions Amongst Malaysian Banking Consumers: An ...
Examining Service Quality Dimensions Amongst Malaysian Banking Consumers: An ...Examining Service Quality Dimensions Amongst Malaysian Banking Consumers: An ...
Examining Service Quality Dimensions Amongst Malaysian Banking Consumers: An ...
aidin jodat
 
IJSRED-V2I2P35
IJSRED-V2I2P35IJSRED-V2I2P35
IJSRED-V2I2P35
IJSRED
 
Impact Of Brand Image, Service Quality And Trust On Customer Loyalty, Moderat...
Impact Of Brand Image, Service Quality And Trust On Customer Loyalty, Moderat...Impact Of Brand Image, Service Quality And Trust On Customer Loyalty, Moderat...
Impact Of Brand Image, Service Quality And Trust On Customer Loyalty, Moderat...
International Journal of Business Marketing and Management (IJBMM)
 
Research on e-loyalty
Research on  e-loyaltyResearch on  e-loyalty
Research on e-loyalty
Saurabh Meena
 
The Gap of Hospital Service Performance By Using Service Quality Analysis
The Gap of Hospital Service Performance By Using Service Quality AnalysisThe Gap of Hospital Service Performance By Using Service Quality Analysis
The Gap of Hospital Service Performance By Using Service Quality Analysis
iosrjce
 
MKTG 463 ARTICLE REVIEW
MKTG 463 ARTICLE REVIEWMKTG 463 ARTICLE REVIEW
MKTG 463 ARTICLE REVIEW
Adam Alvarado
 
10120130405011 2-3
10120130405011 2-310120130405011 2-3
10120130405011 2-3
IAEME Publication
 
The Influence of Service Quality and Price on Customer Loyalty through Custom...
The Influence of Service Quality and Price on Customer Loyalty through Custom...The Influence of Service Quality and Price on Customer Loyalty through Custom...
The Influence of Service Quality and Price on Customer Loyalty through Custom...
International Journal of Business Marketing and Management (IJBMM)
 
Impact of using relationship marketing strategies on customers loyalty study ...
Impact of using relationship marketing strategies on customers loyalty study ...Impact of using relationship marketing strategies on customers loyalty study ...
Impact of using relationship marketing strategies on customers loyalty study ...
Alexander Decker
 
Attaining Customer Satisfaction! The Role of Customer Value and Relation Base...
Attaining Customer Satisfaction! The Role of Customer Value and Relation Base...Attaining Customer Satisfaction! The Role of Customer Value and Relation Base...
Attaining Customer Satisfaction! The Role of Customer Value and Relation Base...
ijmvsc
 
Effects of switching barriers on satisfaction repurchase intentions and attit...
Effects of switching barriers on satisfaction repurchase intentions and attit...Effects of switching barriers on satisfaction repurchase intentions and attit...
Effects of switching barriers on satisfaction repurchase intentions and attit...
Cuong Dinh
 
F0333040044
F0333040044F0333040044
F0333040044
inventionjournals
 
International Journal of Business and Management Invention (IJBMI)
International Journal of Business and Management Invention (IJBMI)International Journal of Business and Management Invention (IJBMI)
International Journal of Business and Management Invention (IJBMI)
inventionjournals
 
The Analysis of Service Quality on Customer Satisfaction At“Kimia Farma”Pharm...
The Analysis of Service Quality on Customer Satisfaction At“Kimia Farma”Pharm...The Analysis of Service Quality on Customer Satisfaction At“Kimia Farma”Pharm...
The Analysis of Service Quality on Customer Satisfaction At“Kimia Farma”Pharm...
inventionjournals
 
Impact of Customer Relationship Management on Customers loyalty .
Impact of Customer Relationship Management on Customers loyalty . Impact of Customer Relationship Management on Customers loyalty .
Impact of Customer Relationship Management on Customers loyalty .
Falana Temitope
 
The Effect Service Quality to Customer Satisfaction and Customer Loyalty of A...
The Effect Service Quality to Customer Satisfaction and Customer Loyalty of A...The Effect Service Quality to Customer Satisfaction and Customer Loyalty of A...
The Effect Service Quality to Customer Satisfaction and Customer Loyalty of A...
IOSR Journals
 
Impact of service recovery on customer satisfaction in hospitality industry o...
Impact of service recovery on customer satisfaction in hospitality industry o...Impact of service recovery on customer satisfaction in hospitality industry o...
Impact of service recovery on customer satisfaction in hospitality industry o...
Alexander Decker
 

What's hot (18)

7.hasnain safdar 54 64
7.hasnain safdar 54 647.hasnain safdar 54 64
7.hasnain safdar 54 64
 
Examining Service Quality Dimensions Amongst Malaysian Banking Consumers: An ...
Examining Service Quality Dimensions Amongst Malaysian Banking Consumers: An ...Examining Service Quality Dimensions Amongst Malaysian Banking Consumers: An ...
Examining Service Quality Dimensions Amongst Malaysian Banking Consumers: An ...
 
IJSRED-V2I2P35
IJSRED-V2I2P35IJSRED-V2I2P35
IJSRED-V2I2P35
 
Impact Of Brand Image, Service Quality And Trust On Customer Loyalty, Moderat...
Impact Of Brand Image, Service Quality And Trust On Customer Loyalty, Moderat...Impact Of Brand Image, Service Quality And Trust On Customer Loyalty, Moderat...
Impact Of Brand Image, Service Quality And Trust On Customer Loyalty, Moderat...
 
Research on e-loyalty
Research on  e-loyaltyResearch on  e-loyalty
Research on e-loyalty
 
The Gap of Hospital Service Performance By Using Service Quality Analysis
The Gap of Hospital Service Performance By Using Service Quality AnalysisThe Gap of Hospital Service Performance By Using Service Quality Analysis
The Gap of Hospital Service Performance By Using Service Quality Analysis
 
MKTG 463 ARTICLE REVIEW
MKTG 463 ARTICLE REVIEWMKTG 463 ARTICLE REVIEW
MKTG 463 ARTICLE REVIEW
 
10120130405011 2-3
10120130405011 2-310120130405011 2-3
10120130405011 2-3
 
The Influence of Service Quality and Price on Customer Loyalty through Custom...
The Influence of Service Quality and Price on Customer Loyalty through Custom...The Influence of Service Quality and Price on Customer Loyalty through Custom...
The Influence of Service Quality and Price on Customer Loyalty through Custom...
 
Impact of using relationship marketing strategies on customers loyalty study ...
Impact of using relationship marketing strategies on customers loyalty study ...Impact of using relationship marketing strategies on customers loyalty study ...
Impact of using relationship marketing strategies on customers loyalty study ...
 
Attaining Customer Satisfaction! The Role of Customer Value and Relation Base...
Attaining Customer Satisfaction! The Role of Customer Value and Relation Base...Attaining Customer Satisfaction! The Role of Customer Value and Relation Base...
Attaining Customer Satisfaction! The Role of Customer Value and Relation Base...
 
Effects of switching barriers on satisfaction repurchase intentions and attit...
Effects of switching barriers on satisfaction repurchase intentions and attit...Effects of switching barriers on satisfaction repurchase intentions and attit...
Effects of switching barriers on satisfaction repurchase intentions and attit...
 
F0333040044
F0333040044F0333040044
F0333040044
 
International Journal of Business and Management Invention (IJBMI)
International Journal of Business and Management Invention (IJBMI)International Journal of Business and Management Invention (IJBMI)
International Journal of Business and Management Invention (IJBMI)
 
The Analysis of Service Quality on Customer Satisfaction At“Kimia Farma”Pharm...
The Analysis of Service Quality on Customer Satisfaction At“Kimia Farma”Pharm...The Analysis of Service Quality on Customer Satisfaction At“Kimia Farma”Pharm...
The Analysis of Service Quality on Customer Satisfaction At“Kimia Farma”Pharm...
 
Impact of Customer Relationship Management on Customers loyalty .
Impact of Customer Relationship Management on Customers loyalty . Impact of Customer Relationship Management on Customers loyalty .
Impact of Customer Relationship Management on Customers loyalty .
 
The Effect Service Quality to Customer Satisfaction and Customer Loyalty of A...
The Effect Service Quality to Customer Satisfaction and Customer Loyalty of A...The Effect Service Quality to Customer Satisfaction and Customer Loyalty of A...
The Effect Service Quality to Customer Satisfaction and Customer Loyalty of A...
 
Impact of service recovery on customer satisfaction in hospitality industry o...
Impact of service recovery on customer satisfaction in hospitality industry o...Impact of service recovery on customer satisfaction in hospitality industry o...
Impact of service recovery on customer satisfaction in hospitality industry o...
 

Similar to Customer engagement behaviors

The Effects of Customer Expectation and Perceived Service Quality on Customer...
The Effects of Customer Expectation and Perceived Service Quality on Customer...The Effects of Customer Expectation and Perceived Service Quality on Customer...
The Effects of Customer Expectation and Perceived Service Quality on Customer...
Samaan Al-Msallam
 
The Effects of Customer Expectation and Perceived Service Quality on Custome...
	The Effects of Customer Expectation and Perceived Service Quality on Custome...	The Effects of Customer Expectation and Perceived Service Quality on Custome...
The Effects of Customer Expectation and Perceived Service Quality on Custome...
inventionjournals
 
Service+quality+value+allignment+through internal customer orientation in fin...
Service+quality+value+allignment+through internal customer orientation in fin...Service+quality+value+allignment+through internal customer orientation in fin...
Service+quality+value+allignment+through internal customer orientation in fin...
Tapan Panda
 
Organizational customers’ retention strategies on customer satisfaction case ...
Organizational customers’ retention strategies on customer satisfaction case ...Organizational customers’ retention strategies on customer satisfaction case ...
Organizational customers’ retention strategies on customer satisfaction case ...
Alexander Decker
 
Analysis of the Influence of Service Quality Dimensions on Patient Satisfacti...
Analysis of the Influence of Service Quality Dimensions on Patient Satisfacti...Analysis of the Influence of Service Quality Dimensions on Patient Satisfacti...
Analysis of the Influence of Service Quality Dimensions on Patient Satisfacti...
AJHSSR Journal
 
Running head CUSTOMER SERVICE1CUSTOMER SERVICE2Cust.docx
Running head CUSTOMER SERVICE1CUSTOMER SERVICE2Cust.docxRunning head CUSTOMER SERVICE1CUSTOMER SERVICE2Cust.docx
Running head CUSTOMER SERVICE1CUSTOMER SERVICE2Cust.docx
susanschei
 
Impact of Service Quality on Customer Loyalty of Domestic Pumps
Impact of Service Quality on Customer Loyalty of Domestic PumpsImpact of Service Quality on Customer Loyalty of Domestic Pumps
Impact of Service Quality on Customer Loyalty of Domestic Pumps
paperpublications3
 
A Structural Equation Model Of Customer Satisfaction And Future Purchase Of M...
A Structural Equation Model Of Customer Satisfaction And Future Purchase Of M...A Structural Equation Model Of Customer Satisfaction And Future Purchase Of M...
A Structural Equation Model Of Customer Satisfaction And Future Purchase Of M...
Kim Daniels
 
A Research Proposal The Relationship Between Customer Satisfaction And Consu...
A Research Proposal  The Relationship Between Customer Satisfaction And Consu...A Research Proposal  The Relationship Between Customer Satisfaction And Consu...
A Research Proposal The Relationship Between Customer Satisfaction And Consu...
Brooke Heidt
 
Creating an empirical model of the effect of relationship marketing strategy ...
Creating an empirical model of the effect of relationship marketing strategy ...Creating an empirical model of the effect of relationship marketing strategy ...
Creating an empirical model of the effect of relationship marketing strategy ...
Alexander Decker
 
A Research Proposal- The Relationship between Customer Satisfact
A Research Proposal-  The Relationship between Customer SatisfactA Research Proposal-  The Relationship between Customer Satisfact
A Research Proposal- The Relationship between Customer Satisfact
Jiana Daikh
 
Impact of customer relationship and enhanced customer perception on customer ...
Impact of customer relationship and enhanced customer perception on customer ...Impact of customer relationship and enhanced customer perception on customer ...
Impact of customer relationship and enhanced customer perception on customer ...
Alexander Decker
 
Pavan final project
Pavan final projectPavan final project
Pavan final project
mannurupavan
 
123
123123
THE IMPACT OF EFFECTIVE CUSTOMER RELATIONSHIP MANAGEMENT ON REPURCHASE
THE IMPACT OF EFFECTIVE CUSTOMER RELATIONSHIP MANAGEMENT ON REPURCHASETHE IMPACT OF EFFECTIVE CUSTOMER RELATIONSHIP MANAGEMENT ON REPURCHASE
THE IMPACT OF EFFECTIVE CUSTOMER RELATIONSHIP MANAGEMENT ON REPURCHASE
Ayanda Demilade
 
Relationship between Social bonds and Customer value in commercial Banks in K...
Relationship between Social bonds and Customer value in commercial Banks in K...Relationship between Social bonds and Customer value in commercial Banks in K...
Relationship between Social bonds and Customer value in commercial Banks in K...
inventionjournals
 
CONCEPTUALTHEORETICAL PAPERCustomer engagement in service
CONCEPTUALTHEORETICAL PAPERCustomer engagement in serviceCONCEPTUALTHEORETICAL PAPERCustomer engagement in service
CONCEPTUALTHEORETICAL PAPERCustomer engagement in service
AlleneMcclendon878
 
Association For Consumer Research
Association For Consumer ResearchAssociation For Consumer Research
Association For Consumer Research
Amy Roman
 
Tucci dan talaga
Tucci dan talagaTucci dan talaga
Tucci dan talaga
SEKOLAH BISNIS INDONESIA
 
Jssp.2012.91.94
Jssp.2012.91.94Jssp.2012.91.94
Jssp.2012.91.94
ssuserc0e2e1
 

Similar to Customer engagement behaviors (20)

The Effects of Customer Expectation and Perceived Service Quality on Customer...
The Effects of Customer Expectation and Perceived Service Quality on Customer...The Effects of Customer Expectation and Perceived Service Quality on Customer...
The Effects of Customer Expectation and Perceived Service Quality on Customer...
 
The Effects of Customer Expectation and Perceived Service Quality on Custome...
	The Effects of Customer Expectation and Perceived Service Quality on Custome...	The Effects of Customer Expectation and Perceived Service Quality on Custome...
The Effects of Customer Expectation and Perceived Service Quality on Custome...
 
Service+quality+value+allignment+through internal customer orientation in fin...
Service+quality+value+allignment+through internal customer orientation in fin...Service+quality+value+allignment+through internal customer orientation in fin...
Service+quality+value+allignment+through internal customer orientation in fin...
 
Organizational customers’ retention strategies on customer satisfaction case ...
Organizational customers’ retention strategies on customer satisfaction case ...Organizational customers’ retention strategies on customer satisfaction case ...
Organizational customers’ retention strategies on customer satisfaction case ...
 
Analysis of the Influence of Service Quality Dimensions on Patient Satisfacti...
Analysis of the Influence of Service Quality Dimensions on Patient Satisfacti...Analysis of the Influence of Service Quality Dimensions on Patient Satisfacti...
Analysis of the Influence of Service Quality Dimensions on Patient Satisfacti...
 
Running head CUSTOMER SERVICE1CUSTOMER SERVICE2Cust.docx
Running head CUSTOMER SERVICE1CUSTOMER SERVICE2Cust.docxRunning head CUSTOMER SERVICE1CUSTOMER SERVICE2Cust.docx
Running head CUSTOMER SERVICE1CUSTOMER SERVICE2Cust.docx
 
Impact of Service Quality on Customer Loyalty of Domestic Pumps
Impact of Service Quality on Customer Loyalty of Domestic PumpsImpact of Service Quality on Customer Loyalty of Domestic Pumps
Impact of Service Quality on Customer Loyalty of Domestic Pumps
 
A Structural Equation Model Of Customer Satisfaction And Future Purchase Of M...
A Structural Equation Model Of Customer Satisfaction And Future Purchase Of M...A Structural Equation Model Of Customer Satisfaction And Future Purchase Of M...
A Structural Equation Model Of Customer Satisfaction And Future Purchase Of M...
 
A Research Proposal The Relationship Between Customer Satisfaction And Consu...
A Research Proposal  The Relationship Between Customer Satisfaction And Consu...A Research Proposal  The Relationship Between Customer Satisfaction And Consu...
A Research Proposal The Relationship Between Customer Satisfaction And Consu...
 
Creating an empirical model of the effect of relationship marketing strategy ...
Creating an empirical model of the effect of relationship marketing strategy ...Creating an empirical model of the effect of relationship marketing strategy ...
Creating an empirical model of the effect of relationship marketing strategy ...
 
A Research Proposal- The Relationship between Customer Satisfact
A Research Proposal-  The Relationship between Customer SatisfactA Research Proposal-  The Relationship between Customer Satisfact
A Research Proposal- The Relationship between Customer Satisfact
 
Impact of customer relationship and enhanced customer perception on customer ...
Impact of customer relationship and enhanced customer perception on customer ...Impact of customer relationship and enhanced customer perception on customer ...
Impact of customer relationship and enhanced customer perception on customer ...
 
Pavan final project
Pavan final projectPavan final project
Pavan final project
 
123
123123
123
 
THE IMPACT OF EFFECTIVE CUSTOMER RELATIONSHIP MANAGEMENT ON REPURCHASE
THE IMPACT OF EFFECTIVE CUSTOMER RELATIONSHIP MANAGEMENT ON REPURCHASETHE IMPACT OF EFFECTIVE CUSTOMER RELATIONSHIP MANAGEMENT ON REPURCHASE
THE IMPACT OF EFFECTIVE CUSTOMER RELATIONSHIP MANAGEMENT ON REPURCHASE
 
Relationship between Social bonds and Customer value in commercial Banks in K...
Relationship between Social bonds and Customer value in commercial Banks in K...Relationship between Social bonds and Customer value in commercial Banks in K...
Relationship between Social bonds and Customer value in commercial Banks in K...
 
CONCEPTUALTHEORETICAL PAPERCustomer engagement in service
CONCEPTUALTHEORETICAL PAPERCustomer engagement in serviceCONCEPTUALTHEORETICAL PAPERCustomer engagement in service
CONCEPTUALTHEORETICAL PAPERCustomer engagement in service
 
Association For Consumer Research
Association For Consumer ResearchAssociation For Consumer Research
Association For Consumer Research
 
Tucci dan talaga
Tucci dan talagaTucci dan talaga
Tucci dan talaga
 
Jssp.2012.91.94
Jssp.2012.91.94Jssp.2012.91.94
Jssp.2012.91.94
 

Recently uploaded

Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdfTop Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
1Solutions Pvt. Ltd.
 
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Amsive
 
The Future of ''Digital marketing'' .pptx
The Future of ''Digital marketing'' .pptxThe Future of ''Digital marketing'' .pptx
The Future of ''Digital marketing'' .pptx
bhavanasizcom
 
What Software is Used in Marketing in 2024.
What Software is Used in Marketing in 2024.What Software is Used in Marketing in 2024.
What Software is Used in Marketing in 2024.
Ishaaq6
 
Get admission in various courses and boost your employment opportunities.
Get admission in various courses and boost your employment opportunities.Get admission in various courses and boost your employment opportunities.
Get admission in various courses and boost your employment opportunities.
complete knowledge
 
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxINTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
Giorgio Chiesa
 
Mastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando AnguloMastering Your Online Visibility - Fernando Angulo
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
Mastering The Best Restaurant Advertising Campaigns Detailed GuideMastering The Best Restaurant Advertising Campaigns Detailed Guide
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
Kopa Global Technologies
 
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On RedditFrom Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
Search Engine Journal
 
Embark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptxEmbark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptx
Omnama Fashions
 
PickUp_conversational AI_Capex, Inc._20240610
PickUp_conversational AI_Capex, Inc._20240610PickUp_conversational AI_Capex, Inc._20240610
PickUp_conversational AI_Capex, Inc._20240610
Shuntaro Kogame
 
Learn more about affiliate marketing as a beginner
Learn more about affiliate marketing as a beginnerLearn more about affiliate marketing as a beginner
Learn more about affiliate marketing as a beginner
MichaelGiles34
 
Practical Progress from a Theory by Steven Kingpdf
Practical Progress from a Theory by Steven KingpdfPractical Progress from a Theory by Steven Kingpdf
Practical Progress from a Theory by Steven Kingpdf
william charnock
 
DCC Technology Intro Slides June 2024.pptx
DCC Technology Intro Slides June 2024.pptxDCC Technology Intro Slides June 2024.pptx
DCC Technology Intro Slides June 2024.pptx
vishc81
 
Pillar-Based Marketing Master Class - Ryan Brock
Pillar-Based Marketing Master Class - Ryan BrockPillar-Based Marketing Master Class - Ryan Brock
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy CrestodinaSEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Basic Management Concepts., “Management is the art of getting things done thr...
Basic Management Concepts., “Management is the art of getting things done thr...Basic Management Concepts., “Management is the art of getting things done thr...
Basic Management Concepts., “Management is the art of getting things done thr...
DilanThennakoon
 
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
5ys5mvlp
 

Recently uploaded (20)

Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdfTop Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
 
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
 
The Future of ''Digital marketing'' .pptx
The Future of ''Digital marketing'' .pptxThe Future of ''Digital marketing'' .pptx
The Future of ''Digital marketing'' .pptx
 
What Software is Used in Marketing in 2024.
What Software is Used in Marketing in 2024.What Software is Used in Marketing in 2024.
What Software is Used in Marketing in 2024.
 
Get admission in various courses and boost your employment opportunities.
Get admission in various courses and boost your employment opportunities.Get admission in various courses and boost your employment opportunities.
Get admission in various courses and boost your employment opportunities.
 
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxINTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
 
Mastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando AnguloMastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando Angulo
 
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
 
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
Mastering The Best Restaurant Advertising Campaigns Detailed GuideMastering The Best Restaurant Advertising Campaigns Detailed Guide
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
 
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On RedditFrom Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
 
Embark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptxEmbark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptx
 
PickUp_conversational AI_Capex, Inc._20240610
PickUp_conversational AI_Capex, Inc._20240610PickUp_conversational AI_Capex, Inc._20240610
PickUp_conversational AI_Capex, Inc._20240610
 
Learn more about affiliate marketing as a beginner
Learn more about affiliate marketing as a beginnerLearn more about affiliate marketing as a beginner
Learn more about affiliate marketing as a beginner
 
Practical Progress from a Theory by Steven Kingpdf
Practical Progress from a Theory by Steven KingpdfPractical Progress from a Theory by Steven Kingpdf
Practical Progress from a Theory by Steven Kingpdf
 
DCC Technology Intro Slides June 2024.pptx
DCC Technology Intro Slides June 2024.pptxDCC Technology Intro Slides June 2024.pptx
DCC Technology Intro Slides June 2024.pptx
 
Pillar-Based Marketing Master Class - Ryan Brock
Pillar-Based Marketing Master Class - Ryan BrockPillar-Based Marketing Master Class - Ryan Brock
Pillar-Based Marketing Master Class - Ryan Brock
 
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy CrestodinaSEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
 
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
 
Basic Management Concepts., “Management is the art of getting things done thr...
Basic Management Concepts., “Management is the art of getting things done thr...Basic Management Concepts., “Management is the art of getting things done thr...
Basic Management Concepts., “Management is the art of getting things done thr...
 
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
 

Customer engagement behaviors

  • 1.
  • 2.  Customer engagement behaviors: The role of service convenience, fairness and quality.
  • 3. Name: 1- Sanjit Kumar Roy. 2- Tom Chend Address: The University of Western Australia.
  • 4. Customer engagement behaviors (CEBs) are becoming important to increase firm’s profitability. More and more firms are beginning to pay attention to CEBs as a strategic imperative that leads to sustainable competitive advantage. According to a report (Forrester, 2016) the majority of participating firms are in the process (52%) of connecting various engagement points across the entire customer journey.
  • 5.  Customer engagement is a business communication connection between consumer and an organization/company or brand through various channels. The term can also be used to define customer-to-customer correspondence regarding a communication, product, service or brand.
  • 6. DV => Customer engagement behaviors (CEBs) IV=> Motivational drivers of CEBs. 1. Service convenience. 2. Service quality. 3. Perceived fairness. CEBs depend on the type of resources (money, time and effort)
  • 7. Based on the review of literature, we classify CEBs into two broad categories which are (i) CEBs directed toward the firm and its employees. (ii) CEBs directed toward other customers of the firm. Specifically, we consider three forms of CEB i.e. 1. positive word-of-mouth. 2. Customer helping company behavior. 3. Customer helping customers behavior.
  • 9. A variable which is being affected by other variables.  Customer engagement behaviors is playing a role as a dependent behaviour.
  • 10.  Independent variables of this article are as follows. 1. Perceived Quality. 2. Service convenience. 3. Perceived fairness.
  • 11. Perceived quality can be defined as the customer's perception of the overall quality or superiority of a product or service with respect to its intended purpose, relative to alternatives. Perceived quality is, first, perception by customers.
  • 12. Service convenience is defined as “time and effort saved by customers while purchasing and using a service.
  • 13.  It is the difference between customer expectations of the service and perceived service. ◦ When expectations are ≥ performance then perceived quality customer is satisfied.
  • 14.  Thus, perceptions of fairness include the procedures/means by which the resources are allocated/accomplished.
  • 15.  Literature suggests that superior service quality is perceived as pro- social behavior by customers, which improves firm-customer relationships by creating positive affect among customers and increasing the level of their trust and commitment towards firms.  Today, customers experience a perceived shortage of time and effort are looking for ways to balance their various activities.  Customer engagement studies treat these relationship quality variables as motivational drivers.
  • 16. 1. Service convenience has significance impact on CEBs (word-of- mouth, customer helping company and customer helping customers). 2. Service quality has significance impact on CEBs (word-of- mouth, customer helping customers and customer helping company). 3. Perceived service fairness has significance impact on CEBs (word-of-mouth, customer helping customers, and customer helping company).
  • 17.  The proposed hypotheses were tested and the results indicate that service convenience and service fairness make a significant positive contribution with statistically significant β’s (t-values> 1.96, p < 0.01) to all three customer engagement behavior constructs (word-of-mouth, customer helping customers, and customer helping company).  On the other hand, service quality has a positive and significant direct effect only on word-of-mouth (β=0.09, t-value =1.92). For customer helping customers, the relationship is positive but not significant, whereas, for customer helping company, the relationship is significant but, surprisingly, negative.
  • 18.  First, the study was conducted in a single country and customer was limited.  Future study should explore these findings in other contexts characterized by high firm customer interactions, such as restaurants and entertainment parks.  Future studies should explore the role of various engagement platforms used by firms in eliciting CEBs. The type of channel used by customers determines the level of firm-customer interactions, which in turn may influence the results obtained in this study.  Study focuses on CEBs that are beneficial for the firm.