Customer Engagement: Conceptualization, Measurement and Application in the Service-Dominant Logic Context

• Main Authors: OdonchimegMyagmarsuren, 譚濟雪
• Other Authors: Ching-Fu Chen
• Format: Others
• Language: en_US
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/47951688270948275455

博士 === 國立成功大學 === 國際經營管理研究所博士班 === 100 === This dissertation focuses on customer-firm relationships derived from both relationship marketing and service-dominant logic perspectives. The first study examines a model integrating customer equity and relationship marketing perspective such as relationship quality and relationship value by examining their dimensions, antecedents, and outcomes. A study applies the model to Taiwan’s telecommunications services industry, which is a business-to-customer relationship environment. Using survey data of a sample of 236 customers, the results in general confirm the following path: images → relationship quality → relationship value → customer loyalty. Several recommendations and promising avenues for future inquiries are also presented. The second study emphasizes the customer engagement construct and identify the antecedents and consequences based on S-D logic perspective. This study empirically tests the developed hypotheses on a sample of 284 banking services customers in Mongolia. The results indicate that customers’ motivation, opportunity (i.e. social identity), and ability (i.e. self-efficacy) are the key drivers of customer engagement towards banking services and products. Specifically, self-efficacy moderates the effect of customer motivation on engagement, while social identity does not moderate. Further results indicate that customer engagement is positively associated with perceived co-created value, satisfaction, and loyalty. In addition, perceived co-created value mediates the relationship between customer engagement and satisfaction. Satisfaction in turn impacts loyalty. This research not only advances our understanding of the antecedents and consequences of customer engagement, but also provides implications and avenues for future research.