مقاله انگلیسی رایگان در مورد رفتار مشارکت مشتری در بازارهای فردگرا و جمع گرا – الزویر 2018

 Introduction

Customer engagement (CE) is receiving increased attention, as engaged customers are less price sensitive, resist switching, actively participate in new product and service development and advocate for organizations (Hollebeek, Srivastava, & Chen, 2016). Further, new technologies, such as social media platforms and connected technologies, have led to the adoption of customer-centric strategies that build and sustain long-term organization-customer relationships (Verhoef, Reinartz, & Krafft, 2010), increasing the importance of customer interactions that co-create value (Ostrom et al., 2015), which can be termed customer engagement behaviors (CEBs). Given its importance, the Marketing Science Institute (2016) has included customer engagement as a key research priority in recent years. There has also been considerable effort to measure customer engagement and identify its antecedents and consequences (Hollebeek et al., 2016; Pansari & Kumar, 2016). However, there is little understanding of the types of CEBs customers display (Jaakkola & Alexander, 2014). These behavioral expressions are different manifestations of the same underlying construct (i.e. CEB). Our understanding of these behaviors is important and can be improved by identifying and examining their antecedents (Van Doorn et al., 2010), especially as organizations have limited understanding of the resources customers contribute to the value creation process (Hoyer, Chandy, Dorotic, Krafft, & Singh, 2010). Thus, the primary objective of this study was to examine the different types of CEBs suggested by Jaakkola and Alexander (2014) (i.e. augmenting CEB, co-developing CEB, influencing CEB and mobilizing CEB) and to identify their antecedents. Further, while most consumer studies have been undertaken in developed economies (Dekimpe, 2009; Maheswaran & Shavitt, 2000), Burgess and Steenkamp (2013) have recently argued developing markets are likely to provide important additional information. Consequently, this study was undertaken in developed and developing markets to see if this was the case in a CEB context. Traditionally, service fairness and trust have been considered strategic levers that organizations can use to create positive customer responses, such as loyalty and positive word-of-mouth (a form of CEB). While there is a connection between service fairness and trust (Roy, Devlin, & Sekhon, 2015), the psychological mechanisms through which fairness affects trust may be seen more clearly by using a two-dimensional conceptualization of trust (i.e. cognitive and affective trust) (Yang, Mossholder, & Peng, 2009). However, more research is needed into the relationship between fairness and this two-dimensional view of trust (Dirks & Ferrin, 2002). In particular, firms need to understand the role service fairness and trust play in influencing in customers’ extra role behaviors, as these roles have evolved in recent years and are not now limited to repurchase behavior or positive word-of-mouth. Today’s customers can also actively participate in co-production, co-creation and service delivery (Grönroos & Voima, 2013), which means it is important to expand our understanding of the CEBs related to these expanded roles. Further, as noted earlier, given the increasing importance of developing markets, it was seen as desirable to examine the relationship between service fairness and trust and their relationships with customer engagement behavior in developed and developing markets.