Showing papers by "Linda D. Hollebeek published in 2019"

S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM

Abstract: 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.

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

Abstract: 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 ...

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

Abstract: 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.

Service innovativeness and tourism customer outcomes

Abstract: This study aims to develop/test a model that examines the effect of service innovativeness on customer cocreation, satisfaction, advocacy and behavioral loyalty intent in the travel agency context.,To explore these issues, the authors deploy a convenience sample of 340 travel agency customers. Data analysis centered on confirmatory factor analysis and structural equation modeling (SEM).,The results identify service innovativeness as a key driver of customer cocreation, satisfaction, advocacy and behavioral loyalty intent. The authors also identified customer cocreation to mediate the association between service innovativeness and customer advocacy, satisfaction and behavioral loyalty intent, respectively, and exerted a further direct effect on these variables.,Given the cross-sectional data, further research may wish to explore the generalizability of the findings (e.g. in other sectors, cultures or by adopting a longitudinal research design that tracks the theorized relationships over time).,The findings suggest service innovativeness as an important driver of customers’ intra- (within) and extra-or trans-(across) interaction outcomes, thereby impacting the customer experience and highlighting the significance of service innovativeness for the travel sector.,While service innovativeness and cocreation are of significant interest, their integrative investigation in tourism has remained scant. Thus, by quantifying the influence of service innovativeness on customer-based cocreation, satisfaction, advocacy and loyalty intent, the paper adds to the emerging body of knowledge on service innovativeness in tourism.

Customer engagement in evolving technological environments: synopsis and guiding propositions

Abstract: This special issue has explored ways in which consumers engage with brands and firms within ever-evolving technological environments (Ostrom et al., 2015). The articles show how firms adopt an increasingly broad array of emerging technologies to facilitate interactions with their prospects and customers (Letheren et al., 2019; Willems et al., 2019; Dessart et al., 2019 or Marbach et al., 2019 in this issue). New technology can be used at any stage of the marketing process, including during the segmentation, targeting or positioning sub-processes, to support or transform any of the marketing mix elements, thereby affecting consumer engagement with brands (Hollebeek et al., 2014). For example, product customization options (e.g. personalized Starbucks beverages) can alter the product offering, thereby enabling firms to more responsively cater to customers’ unique needs, wants or preferences (Keeling et al., 2019 in this issue). Technology can also be used for promotional purposes (e.g. social media-based micro-targeting or virtual reality [VR]-based gamification to engage consumers; see Carlson et al., 2019 in this Issue), to facilitate distribution (e.g. via additive manufacturing or 3D printing) or to influence consumers’ willingness to adopt or pay for focal offerings (e.g. via mobile or contactless payments; Kuppelwieser et al., 2014), thereby exerting potential effects on any of the marketing mix elements. In addition, firms’ increasing replacement of human service staff with robotic customer interactions is expected to have important effects on customer perceptions, intentions and future behaviors (Huang and Rust, 2018). Therefore, technology is rapidly reshaping the ways in which customers engage with brands and firms (Hollebeek et al., 2019). To conclude this issue, we offer three propositions of customer engagement (CE) within evolving technological environments that build on the articles published in this issue that can be used to guide further research in this rapidly developing area. First, we propose the development of technology-specific user segmentation as a requirement to leverage firms’ evolving technological capabilities. That is, while many customers will use core technology (e.g. electronic funds transfer at the point-of-purchase), technologies that are non-core or more peripheral to the market offering (e.g. gamification-based promotions) will likely see varying adoption levels across customer segments, including in terms of demographics, psychographics, or brandor marketing-related preferences. This rationale supports CE’s boundedly volitional nature, as detailed in Hollebeek et al. (2018; see alsoWeiger et al., 2019 in EJM 53,9

Brand engagement and experience in online services

Abstract: The purpose of this study is to assess the mediating role of brand trust and commitment in the relationship of brand engagement and brand experience with brand loyalty in the online service context.,To achieve the study’s objective, 414 users of virtual service brands, predominantly in the online banking, airline and hotel sectors, were surveyed.,Both brand engagement and experience exert direct effects on brand trust and commitment, as well as indirect effects on brand commitment (via brand trust) and service brand loyalty (via brand commitment).,This paper adds to the literature by incorporating brand engagement, experience, trust and commitment into a unifying framework. The framework emphasizes brand trust and commitment’s mediating role in the relationship that brand engagement and experience share with brand commitment and loyalty in the online service context.,Marketers should formulate online brand engagement and experience strategies that strengthen customer brand trust and commitment, which are expected to exert a significant brand loyalty-enhancing effect.,Brand engagement and experience were validated as key drivers of brand trust and commitment, thereby further substantiating their role as important strategic metrics. Moreover, the role of commitment as a mediating factor in the association between brand engagement and experience and their respective impact on brand loyalty has been verified. Although the findings suggest that improved brand engagement/experience contributes to brand loyalty, this effect transpires only though brand commitment.

Correction to: S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM

Abstract: The section “S-D logic axioms: a customer engagement perspective” and author note in the original version of this article contained an oversight from the authors in acknowledging the contributions of the work by Brodie et al. in this publication.

Positively and negatively valenced customer engagement: the constructs and their organizational consequences

Abstract: Until recently, the majority of academic research on customer engagement (CE) has focused on the concept’s positive valence that reflects consumers’ favorable brand-related cognitions, emotions, and behaviors, which typically contribute positively to brand performance. While the existence of negative CE manifestations has been recognized, little is known regarding their particular expressions, characteristics, and position in the broader nomological network, as explored in this chapter. While the antecedents and consequences of unidimensional and multidimensional negatively valenced CE (NVCE) have been explored in the literature, the consequences of multidimensional NVCE, particularly those at the organizational level, remain nebulous, as explored in this chapter. In addition, we examine organizational-level consequences of positively valenced CE (PVCE) that are contrasted to those of NVCE. To achieve these objectives, we first conceptualize positively and negatively valenced CE, followed by an exploration of their respective consequences. We conclude by offering specific managerial recommendations to increase positive CE whilst halting the concept’s negative expressions.

Brand image and reputation development in higher education institutions

Abstract: Building a brand image is critical for any organization, including educational institutions. An institution’s brand image will directly impact the quality of faculty and students, which will in turn contribute to further develop its brand image in the broader community. The development of a clear, value-laden brand identity serves as an important foundation for institution-based brand communication with stakeholders, including the message and symbols used to create and communicate this identity. Appropriate management of the institution’s brand identity is required, particularly in today’s rapidly-changing environment.