This article advances our understanding of the influence of affect in consumers’ responses to brief, nonpersonal service encounters. This study contributes to the services marketing literature by examining for mundane service transactions the impact of customer-displayed emotion and affect on assessments of the service encounter and the overall experience. Observational and perceptual data from customers were matched with frontline employees in 200 transaction-specific encounters. The results of this study suggest that consumers’ evaluations of the service encounter correlate highly with their displayed emotions during the interaction and postencounter mood states. Finally, the findings indicate that frontline employees’perceptions of the encounter are not aligned with those of their customers. The managerial implications of these findings are briefly discussed.

The Role of Emotions in Service Encounters

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.

https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=6786&context=lkcsb_research

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

Using digital technology to deliver content, connect learners, and enable anytime, anywhere learning is increasing, but keeping students engaged in technology-mediated learning is challenging. Instructional practices that encourage greater engagement are essential if we are to effectively use digital instructional technologies. To determine the impact of innovative instructional practices on learning, we need useful measures of student engagement. These measures should be adaptable to the unique challenges to studying technology-mediated learning, such as when students learn at a distance or in a blended learning course. In this review, we examine existing approaches to measure engagement in technology-mediated learning. We identify strengths and limitations of existing measures and outline potential approaches to improve the measurement of student engagement. Our intent is to assist researchers, instructors, designers, and others in identifying effective methods to conceptualize and measure student engagement in technology-mediated learning. Consensus is needed for the definition and operationalization of student engagement.Most technology-mediated learning research uses self-report measures of engagement.Physiological and systems data offer an alternative method to measuring engagement.More research is needed to study the role of emotional engagement in learning.More research needed to determine value of physiological and systems data.

Measuring student engagement in technology-mediated learning

Services Marketing: People, Technology, Strategy

This research integrates the technology acceptance model and concepts of experiential value to investigate factors that affect sustainable relationship behavior toward using augmented-reality interactive technology (ARIT). In line with consumers' innovativeness, this research discovers that consumers' level of cognitive innovativeness affects their sustainable relationship behaviors toward using ARIT. Online consumers with high cognitive innovativeness put more emphasis on usefulness, aesthetics, and service excellence presented by ARIT; in contrast, those with low cognitive innovativeness focus on playfulness and ease of use presented by ARIT.

/pdf/a-model-of-acceptance-of-augmented-reality-interactive-fsyhn5686z.pdf

A model of acceptance of augmented-reality interactive technology: the moderating role of cognitive innovativeness

As more and more educational institutions are integrating new technologies (e.g. audience response systems) into their learning systems to support the learning process, it is becoming increasingly necessary to have a thorough understanding of the underlying mechanisms of these advanced technologies and their consequences on student learning performance. In this study, our primary objective is to investigate the effect of clickers (i.e. audience response systems) on student learning performance. To do so, we develop a conceptual framework in which we propose that interactivity, active collaborative learning and engagement are three key underlying forces that explain the positive effects and benefits of clickers in enhancing student learning performance. We test these relationships empirically in a university class setting using data from a survey answered by students in a social sciences degree. The results provide strong support for our proposed framework and they reveal that the high level of interactivity with peers and with the teacher that is promoted by the use of clickers positively influences active collaborative learning and engagement, which, in turn, improves student learning performance. These results show the importance of clickers in improving the student learning experience and recommend their use in educational settings to support the learning process. Highlights? To investigate the impact of clickers on student learning performance. ? Interactivity as a result of using clickers promotes active collaborative learning. ? Interactivity as a result of using clickers promotes engagement. ? Engagement improves students' learning performance. ? Active collaborative learning improves students' engagement and learning performance.

Using clickers in class. The role of interactivity, active collaborative learning and engagement in learning performance

Purpose




The purpose of this paper is to explore the role of emotions in developing customer engagement and brand image during virtual service interactions. The authors explore the concept of engagement platforms (EPs) and how their extrinsic characteristics or cues (i.e. C2C interactions–and personalization-related cues) originate both non-transactional (i.e. customer engagement and brand image) and transactional (i.e. purchase intentions) responses. Specifically, the authors propose that customer emotions (i.e. pleasure, arousal and dominance) mediate the influence of EP cues on customer responses. The authors also analyze how the engagement developed during interactions in EPs contributes to brand image perceptions and the effect of these two concepts on purchase intentions.




Design/methodology/approach




Building on servicescapes and stimulus-organism-response theories, the present paper carries out two studies. Study 1 adopts an experimental approach to explore C2C interactions–and personalization-related cues. Study 2 focusses on the importance of customer emotions to foster engagement and brand image, and also analyzes their effect on purchase intentions. It employs structural equations modeling techniques. Both studies analyze the effect of customer engagement on brand image.




Findings




Findings corroborate that, during interactions in the platform, customer engagement with the firm influences brand image. Moreover, the pleasure and arousal experienced by customers influence their engagement while dominance modifies brand image. Finally, customer engagement and brand image have a positive effect on purchase behavior.




Research limitations/implications




This paper contributes to research demonstrating the key role of emotions in interactions with EPs. The authors demonstrate the importance of fostering pleasant and arousing experiences to enhance the level of customer engagement with the firm in first interactions. Dominance constitutes a key dimension to improve brand image in EPs. Finally, the research demonstrates that engagement develops customers’ transactional behaviors and not only non-transactional ones, as seen in previous literature.




Originality/value




In digital worlds, EPs emerge as touch points beyond purchase that allow individuals to integrate resources and co-create value between them and with the firm. Despite the interest of BCPs, few works have analyzed how interactions with these platforms and the elicited emotions contribute to developing customer engagement and brand image, key factors for understanding customer participation and behavior in interactive media.

Engagement platforms: The role of emotions in fostering customer engagement and brand image in interactive media

Purpose – The purpose of this paper is to elaborate on the concept of engagement platforms and the theories of co-creation of value to analyze the purchase as a context for customers to co-create their own experiences. Specifically, the paper proposes that including online cues related to Customer to customer (C2C) interactions and coproduction in the engagement platform determines customer co-creation experiences. Moreover, the paper tests for the relationship between the co-creation experience and customer's purchase intentions. Design/methodology/approach – An online platform was designed and a purchase situation was simulated, in which the participants were asked to buy a pair of sneakers. To make the experience more realistic, participants could navigate and undertake activities related to the available cues, thus obtaining a direct experience of the possibilities of the platform. Structural equation modeling analyses were used to test the hypothesized relationships. Findings – The results confirm th...

The online purchase as a context for co-creating experiences. Drivers of and consequences for customer behavior

The aim of this research is twofold. Firstly, it analyzes how the two main features of Internet Protocol Television (IPTV), interactivity and personalization, influence both customers' perceived performance and involvement with a web-based information service. Secondly, it studies whether personalization and interactivity improve customer purchase intentions of this service through IPTV. We developed a 2×2 between-subjects factorial design and applied MANOVA analyses. Findings verify that interactivity and personalization foster customer involvement with the service, perceived performance of IPTV and purchase intentions. Moreover, interactivity promotes the effect of personalization on perceived performance and customer involvement. This research concludes that customers' involvement and purchase behavior are not derived exclusively from their relationship with the firm, but also from connections established in the channel with other customers. Customers also appreciate participating in the service provision process, so firms should promote personalization activities during the purchase in order to improve customers' performance evaluation.

Adopting television as a new channel for e-commerce. The influence of interactive technologies on consumer behavior

https://openresearch-repository.anu.edu.au/bitstream/1885/217296/1/01_Blasco-Arcas_Organizing_actor_Engagement%253A_A_2020.pdf

Lorena Blasco-Arcas

Papers

Using clickers in class. The role of interactivity, active collaborative learning and engagement in learning performance

Engagement platforms: The role of emotions in fostering customer engagement and brand image in interactive media

The online purchase as a context for co-creating experiences. Drivers of and consequences for customer behavior

Adopting television as a new channel for e-commerce. The influence of interactive technologies on consumer behavior

Organizing actor Engagement: A platform perspective