Drawing on a service-dominant (S-D) logic perspective, this study identifies key antecedents and consequences of tourism customer engagement, which remain nebulous to date. We develop a structural ...

Tourism-based customer engagement: the construct, antecedents, and consequences

Applying protection motivation theory, the purpose of this study is to investigate the effects of social media on customer brand engagement (CBE) and their consequent impact on co-creation and revisit intention in pandemic environment. This study also examines the moderation impact of fear of COVID-19 and perceived risk on associations between social media, CBE, and co-creation/revisit intention, thus further contributing to existing literature. Partial least squares structural equation modeling (PLS-SEM) was adopted to examine the data collected from key tourism-destinations in Jammu/Kashmir. The findings propose that social media positively and significantly effects the CBE, which subsequently affects co-creation and revisit intention in COVID-19 times. Second, findings found that CBE's positive impact on co-creation and revisit intention. Third, findings indicated the social media's indirect effect on co-creation and revisit intention, as mediated via CBE. Thus, social media's effect on co-creation and revisit intention are more prominent under elevated CBE in pandemics. Finally, fear of COVID-19 and perceived risk negatively moderates the linkage between social media, CBE, and co-creation/revisit intention. This study concludes with key implications arising from the analyses and further research opportunities.

Demystifying the effects of perceived risk and fear on customer engagement, co-creation and revisit intention during COVID-19: A protection motivation theory approach

Despite growing academic interest in social identification (e.g. customer brand identification) and social exchange (e.g. commitment/loyalty), little remains known regarding the theoretical interface of these concepts in hospitality sector. Building on this research gap, the purpose of this study is to develop and test a model that explores the effects of brand identification, satisfaction, commitment and trust on customer loyalty toward four and five-star hotels. The authors also explore the mediating role of commitment, satisfaction and trust in the association of brand identification and loyalty.,To investigate the objectives of this study, the authors deployed a convenience sample of 345 consumers from four- and five-star hotels in the emerging markets context. Data analysis consisted of confirmatory factor analysis as well as structural equation modeling.,The findings of this study indicate that customer brand identification, trust, commitment and satisfaction exert a positive impact on loyalty. Brand identification also exerts a favorable impact on customer trust, commitment and satisfaction. Specifically, satisfaction was found to exert the largest effect on commitment, trust and loyalty.,The findings may have limited applicability in contexts other than four- and five-star hotels in the emerging market context. Theoretically, this study adds insight into the dynamics characterizing focal social identification and social exchange-based theoretical relationships as observed in the hospitality sector.,The authors adopt an under-explored hybrid social identity/social exchange theoretical perspective to identify the nature and strength of associations among a set of relational, social identity/exchange-based constructs and discuss their key implications for academicians and hospitality managers.

Exploring and validating social identification and social exchange-based drivers of hospitality customer loyalty

https://doi.org/10.1016/j.chb.2022.107289

What is XR? Towards a Framework for Augmented and Virtual Reality

This research aims to explore the impact of perceived risk, fear and social media on tourist’s attitude, engagement, and revisit intention in COVID-19 pandemic situation. The results of PLS-SEM ind...

https://www.tandfonline.com/doi/pdf/10.1080/13683500.2021.1884666

Monitoring the impacts of tourism-based social media, risk perception and fear on tourist’s attitude and revisiting behaviour in the wake of COVID-19 pandemic

Virtual reality through the customer journey: framework and propositions

While customer brand engagement (CBE) research has advanced important insight, most studies to-date explore CBE under regular, free-market conditions, yielding an important knowledge gap regarding its manifestation under less regular conditions, including disaster/pandemics. We therefore explore CBE with essential/non-essential service during COVID-19-prompted citizen lockdown.
Based on a review, we develop a framework of lockdown-based CBE with essential/non-essential service interactions, which are conceptualized by their respective capacity to meet differing needs in Maslow’s hierarchy. We view lockdown-based essential/non-essential service interactions to differentially impact CBE, as summarized in a set of Propositions.
The framework depicts lockdown-based essential/non-essential service interactions and their respective impact on CBE. We propose two essential service modes (i.e., socially distant/platform-mediated interactions) and two non-essential service modes (i.e., service closure/platform-mediated interactions), which we hypothesize to differently affect CBE. Moreover, we view the associations between our lockdown-based service modes and CBE to be moderated by customers’ regulatory focus (i.e., promotion/prevention), as formalized in our Propositions.
Given our focus on lockdown-based CBE, this paper adds unique insight to the literature. It also raises ample opportunities for further study, as outlined.
This research yields important managerial implications, including the suggested adoption of differing tactics/strategies to leverage promotion/prevention-focused customers’ brand engagement during lockdown.
By exploring the effects of lockdown-based essential/non-essential service modes on promotion/prevention-focused customers’ brand engagement, this paper adds novel insight.

/pdf/customer-brand-engagement-during-service-lockdown-41ffhby5vk.pdf

Customer brand engagement during service lockdown

Purpose




While (customer) engagement has been proposed as a volitional concept, our structuration theory/S-D logic-informed analyses of actors’ (eg employees’) engagement in service innovation reveal engagement as a boundedly volitional theoretical entity, which arises from actors’ structural and agency-based characteristics and constraints In line with this observation, the purpose of this paper is to develop a conceptual model of actor (ie customer, firm, employee) engagement with service innovation




Design/methodology/approach




Based on the observed gap, the authors propose an integrative S-D logic/structuration theoretical model that outlines three particular service innovation actors’ (ie customers’, the firm’s and employees’) engagement, which comprises institution-driven (ie fixed) and agency-driven (ie variable) engagement facets In addition, the authors integrate the key expected characteristics of positively (vs negatively) valenced service innovation engagement for each of these actor groups in the analyses




Findings




The authors develop a 12-cell matrix (conceptual model) that outlines particular service innovation actors’ institution-driven and agency-driven engagement facets and outline their expected impact on actors’ ensuing positively and negatively valenced engagement




Research limitations/implications




The authors discuss key theoretical implications arising from the analyses




Originality/value




Outlining service innovation actors’ structure- and agency-driven engagement facets, the authors’ model can be used to explain or predict customers’, the firm’s or employees’ service innovation engagement-based activities

/pdf/epilogue-service-innovation-actor-engagement-an-integrative-26fj9hy92a.pdf

Dale Smith

Papers

Virtual reality through the customer journey: framework and propositions

Customer brand engagement during service lockdown

Epilogue - Service Innovation Actor Engagement: An Integrative Model

Personality-based consumer engagement styles: conceptualization, research propositions and implications