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Flow The Psychology Of Optimal Experience

Governing the Commons

체험마케팅(Experiential Marketing)의 오해와 진실

Management: Tasks, Responsibilities, Practices

The impact of online brand community characteristics on customer engagement

This study aims to fill an important research gap in customer management, namely, the extent to which customer engagement arises as a consequence of an effective complaint-handling strategy. In tackling this question, we offer new insights into service research that may help researchers and managers better understand customer non-transactional behaviors to complaint-handling actions. To test the conceptual framework, we employ self-reported information from a sample of customers who have experienced a service failure in the financial services industry. Findings show that complaint handling will increase not only customer satisfaction with the complaint-handling process but also customer engagement. Satisfaction also plays a mediating effect. Therefore, in the event of a service failure, a proper management of the problem will lead to more engaged customers.

Can complaint-handling efforts promote customer engagement?

Society is demanding more sustainable and socially responsible business models. Therefore, the concept of sustainability has become a cornerstone to help understand the success of many firms in the current competitive context. However, the context of SMEs has received little attention thus far. In order to solve this gap this article analyses the links between sustainability practices and business outcomes—both financial and non-financial (i.e., image and reputation)—for small and medium-size enterprises (SMEs). In addition, the study strives to analyze the potential differences between family firms and non-family firms. To this end, a quantitative study is carried out using PLS techniques to analyze a sample of SME owners and managers with a view to testing the proposed model based on the Stewardship Theory and Socioemotional Wealth Theory. In this sense, our study is pioneering in that it aims to assess—from a quantitative viewpoint—the moderator role of family firms on a series of relevant sustainability-driven outcomes. The data suggest that, in SME contexts, sustainability influences the corporate reputation, brand image, and financial value of the company. Importantly, we find that the profile (family vs. non-family) of the firm moderates the links between sustainability and business outcomes. Hence, our findings have important implications for sustainability implementation in SME contexts. Finally, we provide a series of guidelines aimed at maximizing the effectiveness of sustainability-based business practices.

Sustainability and Business Outcomes in the Context of SMEs: Comparing Family Firms vs. Non-Family Firms

Economic globalization and growing competitive pressure require companies to invest more and more time and resources in innovation. Innovation may be technical in nature or linked to non-technical processes such as new approaches to channel linking, relationship building and customer portfolio management.This article takes a closer look at customer engagement as non-technical innovation linked to marketing capabilities and commercial processes. We analyzed a sample of 176 people in the Spanish mobile telecommunications sector. Our findings suggest that this new approach to client portfolio management boosts customer satisfaction and loyalty, leading to a commitment to spreading positive word-of-mouth. Such manifestations of engagement appear to significantly enhance performance for companies which foster non-transactional behaviors among their customers. Implications for management are discussed in the final section of the study.

Customer engagement: Innovation in non-technical marketing processes

Purpose – This paper is focused on corporate social responsibility (CSR) in the context of small to medium‐sized enterprises (SMEs). Its main interest consists of establishing a framework for clarifying the drivers of CSR activities in such a context. This paper also aims to analyse how CSR influences SMEs' image and positioning.Design/methodology/approach – The general conceptual framework proposed by the literature is complemented with empirical research based on a longitudinal multi‐case study (inter and intra‐industry).Findings – The research proposes that the owner/managers' values, market pressures and laws are key drivers for CSR in the SMEs context. Managers expect positive outcomes when CSR is implemented. However, the data suggest that while proactive and consistent SMEs may build up a good image and strong positioning, reactive and opportunistic firms may be penalised by stakeholders (e.g. customers).Practical implications – CSR activities, when adequately managed, contribute for a better SME i...

Company image and corporate social responsibility: reflecting with SMEs' managers

Financial service organizations are increasingly interested in ways to improve the service experience quality for customers, while customers progressively perceive the commoditization of banking se...

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Iguácel Melero-Polo

Papers

Can complaint-handling efforts promote customer engagement?

Sustainability and Business Outcomes in the Context of SMEs: Comparing Family Firms vs. Non-Family Firms

Customer engagement: Innovation in non-technical marketing processes

Company image and corporate social responsibility: reflecting with SMEs' managers

Customer Equity Drivers, Customer Experience Quality, and Customer Profitability in Banking Services: The Moderating Role of Social Influence: