The Relationship Between White Ocean Strategy, Customer Value, and Customer Engagement

Abstract

White Ocean Strategy (WOS) has a positive impact on the company. However, many companies have not implemented this strategy. There is a research gap between customer value and customer engagement (CE). This research explains that customer value is an antecedent of CE. However, some studies discuss that customer value is a consequence of CE. This study aims to explain the relationship of WOS, customer value, and CE. This research is quantitative explanatory research and used accidental sampling to obtain the samples. The survey was conducted online with Google Forms distributed on social media and obtained 220 respondents who are users of the Surabaya bus services. The hypotheses were tested using the SEM-PLS. Seven hypotheses were accepted, while other two were rejected. It was found that WOS increases CE, customer green value, functional value, and emotional value. Nevertheless, it does not significantly affect customer social value. The customers’ green, functional, and emotional values impact CE, while social customer values do not affect CE. The contribution of this study is to clarify the research gap of the relationship between customer value and CE. This study supports previous research that discusses customer value as an antecedent variable for CE.

Green Tech and Human Dynamics: Transforming Indonesia’s Waste Industry with VR, AR, and Renewable Energy Innovations

“…The study findings indicate that renewable energy factors have an impact on the sustainability of industrial enterprises engaged in waste treatment in Indonesia. This impact is mediated by the behavior of human resources in response to changes in technology adoption and the utilization of renewable energy (Hartini et al, 2021) the adoption of renewable energy will lead to a shift in people's behavior, encouraging them to consistently utilize this energy source in order to safeguard the planet and the environment. Additionally, this transition will promote the growth of companies involved in waste management, enabling them to generate clean energy that can be utilized by others without causing environmental pollution.…”

“…Micro hydro energy, a type of water energy, is derived from rivers or streams in a small-scale form. It is frequently employed in a limited manner, particularly in rural regions (Hartini et al, 2021). The indicators for renewable energy are as follows: Contribution to energy supply, which quantifies the extent to which renewable energy affects the overall energy supply of a country or region.…”

Building Consumer Engagement in Social Media: A Systematic Literature Review

“…Social media type Author Percentage Facebook (Izogo et al, 2022), (Prados-Peña et al, 2022), (Smaoui et al, 2022), (Hartini et al, 2022), (Quiles-Soler et al, 2022), (Fatima & Ali, 2022), (FARIA et al, 2022), (Shawky et al, 2022), (Vinerean & Opreana, 2021), (Chen, 2021), (Aydin et al, 2021), (Eigenraam et al, 2021),(P. Wang & McCarthy, 2021), (Albayrak et al, 2021), (Dineva et al, 2020), (Abosag et al, 2020), (Algharabat et al, 2020), (Hughes et al, 2019),(D. , (Colicev et al, 2018), (Bohlin et al, 2018), (Seller & Laurindo, 2018), (Klepek & Starzyczná, 2018) 46% Twitter (Eslami et al, 2022b, (Banerjee et al, 2022), (Hartini et al, 2022), (Quiles-Soler et al, 2022, (Fatima & Ali, 2022), (Park & Ha, 2021), (Okazaki et al, 2021), (Han et al, 2019), (Bohlin et al, 2018), (Iankova et al, 2019) 19% (continued)…”

The impact of service experience on sustainable customer engagement: The mediation of green perceived value and customer satisfaction

“…Previous studies have proven that customer satisfaction can enhance customers' willingness to buy green products (Luo et al, 2022), such as green detergent brands (Papista et al, 2018) and hybrid vehicles (Hur et al, 2013). From the perspective of enterprises, the implementation of WOS (White Ocean Strategy, a corporate strategy that creates competitive advantage by focusing on environmental concerns) can improve customers' green value, emotional value, and customer satisfaction, and further influence CE behavior (Hartini et al, 2022). From an individual's perspective, the higher the satisfaction with green behavior (such as waste sorting), the more time and energy they are willing to invest, which is one of the manifestations of sustainable CE behavior (Q. L. Wang et al, 2020).…”