When Does Customer Participation Matter? An Empirical Investigation of the Role of Customer Empowerment in the Customer Participation-Performance Link
Özet
Research on customer participation (CP) has focused on its benefits for customers. However, recent research suggests that CP is beneficial to both customers and firms. The literature is also sparse on the economic (e.g., profitability) and customer (e.g., customer retention) impact of CP. This research introduces the concept of customer empowerment and develops and tests a model of customer empowerment as a parallel mediator, along with customer satisfaction, to explain the linkage between CP and bank branch performance. Furthermore, the authors draw on a broader set of moderators beyond customer characteristics to examine when CP affects empowerment and satisfaction. Using triadic matched data from a multiwave design and a three-level model in which customers are nested within employees, who are, in turn, nested within bank branches, the authors show that customer empowerment and satisfaction fully mediate the effect of CP on branch performance. The findings also show that CP results in greater customer empowerment and satisfaction when there is fit between participation and the context in which it is used. The authors discuss implications for advancing CP research and suggest actionable steps for reaping the economic and customer benefits of CP.
Kaynak
Journal of Marketing ResearchCilt
56Sayı
6Koleksiyonlar
İlgili Öğeler
Başlık, yazar, küratör ve konuya göre gösterilen ilgili öğeler.
-
A Comparative Application of Machine Learning Approaches to Win-back Lost Customers
Yildirim, S.; Yucekaya, A.D.; Hekimoglu, M.; Ozcan, B. (Institute of Electrical and Electronics Engineers Inc., 2023)Today's consumer is more knowledgeable and conscious than in the past. For this reason, it is quite possible for consumers to leave their service/product providers and start receiving service from another service/product ... -
Customer Participation Variation and Its Impact on Customer Service Performance: Underlying Process and Boundary Condition
Mengüç, Bülent; Auh, Seigyoung; Wang, Fatima (Sage Publications, 2020)Drawing on the customer participation (CP) literature, this research proposes that CP variation is the degree to which employees perceive variability across customers with regard to customers sharing information, time, and ... -
Strategic positioning and quality determinants in banking service
Akdag, Hatice Camgöz; Zineldin, Mosad (2011)Purpose - The aim of this paper is to investigate and define the competitive positioning of banks including state-owned domestic and foreign banks operating in Istanbul Turkey. The aim is to check the competitive marketplace ...