translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.
Recently, research on customer engagement behaviour (CEB) has rapidly developed.However, comparative studies on the motivational drivers of CEB across different product contexts are lacking. This study aims to understand the nature of customer motivation (CM) and investigate how its elements and impact on CEB differ between product settings (tangible vs. intangible and high involvement vs. low involvement).Based on surveys of 2080 consumers, this study validates CM for CEB as a construct comprising hedonic, normative, and gain dimensions. The findings highlight significant differences in the importance of hedonic and normative dimensions as affected by the product category. The findings of this study can help marketing and brand managers understand how they can improve their engagement strategies by stimulating motivation-based CEB.
Although the notion of customer engagement has been an important topic of ongoing discussion in marketing academia and business practice, still little is known on the impact of customer value that comprises of hedonic and utilitarian dimensions, on customer behavioral manifestations toward the brands or firms that goes beyond purchase. The main purpose of this study is to examine whether and how hedonic and utilitarian dimensions of customer value impact customer engagement across distinct consumer markets. Based on the computer-assisted web interviews with 1,559 consumers in the age of 15-64, descriptive statistics and structural equation modelling are used in this study. Consumers of three distinct product categories such as clothing, beer, and mobile phones are interviewed. Drawing on the behavioral interpretation of customer engagement and means-ends models of customer value, this paper reveals the crucial impact of hedonic and utilitarian values on customer engagement manifested in three forms such as customers' communication, customer complaints and customer collaboration, offering the holistic perspective on multi-faced nature of customer engagement. The research also uncovers some disparities in the strength of the hedonic and utilitarian drivers of customer engagement across markets. Thus, the current study contributes to the better understanding of the customer-based factors affecting customer engagement and offers managerial implications on designing the effective sets of incentives for mobilizing customer engagement.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.