Effects of confidence and social benefits on consumers’ extra-role and in-role behaviors: A social identity and social exchange perspective

Utkarsh, .; Gupta, Roopak Kumar

doi:10.1016/j.jretconser.2021.102879

Cited by 16 publications

(13 citation statements)

References 86 publications

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“…This study’s findings supported the notion that social benefits, confidence, and special treatment benefits all positively influence repurchase intentions in fast-food establishments. This finding is congruent with the findings of Gwinner et al [ 74 ], Ryu and Lee [ 64 ], and Gupta [ 68 ], who discovered that positive repurchase intention, such as word of mouth and return visits, is related to customer perceptions of these relational benefits. Our findings also support other studies claiming that customers anticipate service providers’ benefits.…”

Section: Discussionsupporting

confidence: 91%

“…First, confidence benefits refer to the comfort or feeling of security the customer receives from the restaurant’s services, so the customer earns a high value [ 24 ]. Confidence benefits allow customers to have excellent long-term services, a low-risk perception, increased confidence in the restaurant’s reliability and integrity, and to make correct predictions about future service experiences [ 68 ]. Secondly, social benefits reflect the intensity of forming personal bonds between customers and the restaurant, customers’ experience with the restaurant, and the restaurant’s recognition of customers [ 31 ].…”

Section: Literature Reviewmentioning

confidence: 99%

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Service Value and Repurchase Intention in the Egyptian Fast-Food Restaurants: Toward a New Measurement Model

Doeim

Hassan

Helal

et al. 2022

IJERPH

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Service value is a crucial dominant indicator in customer decision-making. However, there is a lack of hospitality literature that investigates the multi-dimensional service value in emerging markets. Thus, this study aims to create a multi-dimensional scale for service value and to analyze how different service value dimensions affect customers repurchase intentions at fast-food restaurants. We make a conceptual framework with eight constructs, including service value and repurchase intention. A self-administrated questionnaire is used to gather empirical data from fast-food restaurant customers in Egypt. We employ confirmatory factor analysis to extract the model’s reliability and validity. Moreover, we use a structural equation model to extract the model regressions and correlations using AMOS software. We find that each of the eight proposed service value variables impacts fast-food restaurant customers’ repurchase intention. However, the factors that strongly influence customers’ preferences to make more purchases are service equity, confidence benefits, service quality, and service reputation. We contribute to the literature on hospitality customer value and repurchasing intentions by presenting a comprehensive multi-dimensional service value framework that affects customers’ repurchase intentions in fast-food restaurants. Practically, eight service value variables can help managers of fast-food restaurants meet customer needs and gain a competitive advantage. We suggest many crucial recommendations to restaurant managers regarding the priority of the service value constructs. For example, managers should consider service equity, service quality, and service reputations as a priority of the restaurant service value.

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Section: Discussionsupporting

confidence: 91%

Section: Literature Reviewmentioning

confidence: 99%

Service Value and Repurchase Intention in the Egyptian Fast-Food Restaurants: Toward a New Measurement Model

Doeim

Hassan

Helal

et al. 2022

IJERPH

View full text Add to dashboard Cite

show abstract

“…Referring to the crux of social exchange theory, the CSR engagement of an organization is perceived by the customers as a social benefit for all stakeholders. Being important stakeholders, the customers are also beneficiaries of the responsible behavior of an organization (Gupta, 2022). Therefore a positive exchange of relationships happens between customers and the organization.…”

Section: Discussionmentioning

confidence: 99%

Promoting the advocacy behavior of customers through corporate social responsibility: The role of brand admiration

Ullah

AlDhaen

Siddique

2023

Business and Society Review

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Given that personal source of information is preferred by the customers over company-generated marketing communications, promoting advocacy behavior among customers is of much importance for every organization. Literature suggests that an organization's corporate social responsibility (CSR) activities significantly influence individual behavior. However, the advocacy behavior of customers (ADB), from a CSR perspective, did not receive due attention. To address this literature gap, the current study attempts to explore the relationship among CSR and ADB with the intervening role of brand admiration (BA). To collect the data, customers of a large fast-food service organization in Pakistan were approached. The proposed relationships were tested through the structural equation modeling (SEM) technique. The statistical evidence verifies a positive link between CSR and ADB, while BA mediated this relationship. These findings will be supportive to the fast-food business to realize the critical role of CSR for a meaningful customer-company relationship in the face of competition.

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“…Similarly, Hur et al (2020) found that affective brand attachment (a concept similar to CCI) mediates the relationship between CSR and customer participation behavior (a concept similar to CCB). Further, as per social identity theory, CCI is a key factor in developing a healthy customercompany relationship (Utkarsh and Gupta, 2022). Moreover, CCI showcases congruence of customer values with company's values, and thus a collective identity, which may enhance CCB (Mitrega et al, 2022).…”

Section: Mediating Role Of CCI Between Csr and Consumer Citizenship B...mentioning

confidence: 92%

“…Consequently, CCI generates positive customer responses like higher commitment, company's assessment and purchase intention (P erez, 2009). Apart from these in-role or expected behaviors, CCI may enhance extra-role or unexpected behavior of customers like providing feedback for service improvement and helping other customers (Utkarsh and Gupta, 2022). From contextual perspective too, in eastern cultures like India, collective identity of customers with companies plays a crucial role in enhancing CCB (Mitrega et al, 2022).…”

Section: Csr and Consumer Citizenship Behaviormentioning

confidence: 99%

How perceived corporate social responsibility affects consumer citizenship behavior? Investigating the mediating roles of perceived employee behavior and consumer company identification

Utkarsh,

Singh

2023

MIP

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PurposeThe purpose of this study is to understand the detailed mechanism through which consumer citizenship behavior gets affected by corporate social responsibility through perceived employee behavior and consumer company identification.Design/methodology/approachThe study subjects data from cross-sectional survey of 405 retail store consumers to structural equation modeling.FindingsThe results indicate that consumer company identification plays a very crucial role as it mediates the effect of corporate social responsibility and employee behavior on consumer citizenship behavior. In addition, the results also indicate that corporate social responsibility perceptions lead to positive employee behavior.Originality/valueThe study contributes to the literature on consumer citizenship behavior by identifying and filling up two major gaps in the retail outlets' context: (1) the limited empirical investigation of antecedents of consumer citizenship behavior up to third-level (i.e. antecedent of antecedent of antecedent) (2) the lack of clarity on the exact mechanism through which perceived corporate social responsibility influences consumer citizenship behavior, and the role of consumer company identification as a mediator in this relationship.

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Effects of confidence and social benefits on consumers’ extra-role and in-role behaviors: A social identity and social exchange perspective

Cited by 16 publications

References 86 publications

Service Value and Repurchase Intention in the Egyptian Fast-Food Restaurants: Toward a New Measurement Model

Service Value and Repurchase Intention in the Egyptian Fast-Food Restaurants: Toward a New Measurement Model

Promoting the advocacy behavior of customers through corporate social responsibility: The role of brand admiration

How perceived corporate social responsibility affects consumer citizenship behavior? Investigating the mediating roles of perceived employee behavior and consumer company identification

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