Customer Community Research Articles

Leveraging Social Media Marketing: A Case Study of Starbucks Digital Success

With the development of communication technologies like social media, consumption has fundamentally changed. This study examines the impact of the digital and social environment on consumer behavior and business practices by analyzing Starbucks successful practices in social media marketing. The study finds that Starbucks has effectively increased brand awareness and customer engagement on major social platforms such as Instagram, Twitter and Facebook through high-quality content marketing, collaborations with online celebrities and active user engagement strategies. Starbucks communicates brand values through visual storytelling and builds a strong customer community with user-generated content and interactive activities. The findings suggest that companies in the retail and restaurant industries can learn from Starbucks experience to enhance emotional connections with customers and brand loyalty by maintaining transparency, building communities, collaborating with web admins, and creating visual content. This study is an important reference for industry practices, emphasizing the importance of continuous innovation in the rapidly changing social media landscape.

Marketing Strategy 5.0 on Live Streaming Commerce Tiktok

This research explores the role of live streaming features in marketing strategy in the context of Marketing Strategy 5.0 and e-commerce live streaming. Using a qualitative phenomenological approach involving direct observation and secondary data analysis, this research identifies how live streaming not only functions as a tool to facilitate real-time product reflection, but also as a platform to build in-depth interactions with customers. Through the Marketing Strategy 5.0 approach, which emphasizes the use of technology to improve customer experience and personalization, the research focus is the TikTok account @serbagroosir with the consideration: this company has survived for more than 5 years with sales always increasing. Through the data analysis technique used, Manual Data Analysis Procedure (MDAP), from the results of interviews accompanied by triangulation of sources and theory, this research found that TikTok's live streaming feature allows companies to answer consumer questions directly, provide exclusive promotions, and encourage impulse purchases. Additionally, live streaming helps in forming a loyal customer community and expands market reach thanks to TikTok's algorithm that supports the discovery of new content. This research suggests that companies should increase the frequency of live streaming sessions and leverage data analytics to optimize streaming timing and content. For future researchers, it is recommended to expand the scope of the study by involving multiple accounts and platforms as well as conducting in-depth analysis of consumer behavior during live streaming sessions to provide more comprehensive insight into the effectiveness of this strategy in e-commerce.

How customer community engagement and employee dynamic learning capability impact service performance through customization? A firm–customer synergistic perspective

PurposeThe emergence and rapid expansion of social media platforms have transformed the dynamics of consumer–brand communication. While consumer–brand relationship is driven on marketing campaigns in regular manner, social media (e.g. WeChat groups) creates boundaryless connections between external forces (e.g. customer community engagement) and internal resources (e.g. sales force). Therefore, this paper aims to provide a firm–customer synergistic perspective to explain service performance (SP) through service customization, which is significantly contributing to the research of consumer–brand relationship field in the current era.Design/methodology/approachA survey including two sets of questionnaires are employed for data collection, with one completed by frontline salesperson of Casarte and the other by their customers. A total of 242 dyadic-level data are adopted to test the hypothesis.FindingsThe findings shed light on the mechanism that drive SP by firm–customer interactions. These insights hold distinct managerial implications for firms seeking to leverage digital tools to efficiently meet customer demands.Originality/valueThis study contributes to understanding consumer–brand relationship within social media environment. It offers a synergistic perspective combined both outside-in and inside-out thinking, and explains how consumer–brand relationship can be fostered from both customers and salespeople. It highlights the significance of customer community engagement and salespeople dynamic learning capability as crucial factors in building strong consumer–brand relationship.

Leveraging artificial intelligence in firm-generated online customer communities: a framework and future research agenda

PurposeIn an era where complex technological advances increasingly govern service delivery, it is incumbent on service firms to pioneer innovative strategies to sustain customer engagement and cultivate loyalty. This conceptual paper examines the transformative potential of artificial intelligence (AI) in the realm of online customer communities, with a particular focus on its creation, management and enhancement facets. The authors explore how AI can revolutionize the dynamics of customer interaction, feedback mechanisms and overall engagement within the service industry.Design/methodology/approachThis conceptual paper draws from marketing and management literature focusing on customer communities and AI in service and customer engagement contexts with a robust future research agenda.FindingsA classification of online customer community engagement is provided along with a conceptual framework to guide our understanding of the integration of AI into online customer communities.Originality/valueThis exploration underscores the imperative for service firms to embrace AI-driven approaches to online customer community management, not only as a means to optimize their operations but as a vital strategy to stay competitive in the ever-evolving digital landscape. This paper examines the novel combination of AI with online customer communities and provides the framework in the form of an input-process-output (IPO) model for future research into this integration.

Determinants of an Organization's Readiness for Drone Technologies Adoption

Increased use of unmanned arial vechieles has generated interest in the scope of its applications in alternate fields motivating organizations to integrate these smart flying robots in their systems. Looking at the significant rise in drone usage in diversified fields of industrial operations, organization must capture on its value for competetive advantage and outreach to vast customer community. Theoretical foundations of technology-organisation-environment and diffusions-of-innovation are taken along with expert opinion to identify the determinants of an organizations readiness for the adoption of drone in their systems. A multicriteria decision analysis method, the best worst method is applied here to evaluate and priortize the determinants of drone adoption. The results depict cost parameters of technology, competiton, trading partners' advantage and top management as strong supporters of the adoption. The complexity and compatibility along with customer perception and regulations need more considerations for effective results. This article offers valuable insights to practitioners as well as future researchers regarding soft dimensions of drone adoption and navigates them to work on their operational and industrial environemnt to derive maximum benefits.

Influence of Brand Awareness, Brand Image, and Trust Against Kopi Kenangan Purchasing Decisions in West Jakarta

This research aims to investigate the impact of brand recognition, brand image, and trust on purchase decisions for Kopi Kenangan, a popular coffee brand in West Jakarta. The study used purposive sampling to select 150 respondents from the Kopi Kenangan customer community, and data was collected through a survey questionnaire. The Partial Least Squares (PLS) technique was used to analyze the data. The study found that brand awareness, brand image, and trust have a significant and positive effect on customers' purchase decisions. The results of this study provide valuable insights into the factors that influence customer loyalty and purchase behavior in the coffee industry.

Digital Business Development Strategy as a Determinant of Business Competitiveness Through E-Commerce of MSMEs Products in Indonesia

This study aims to explain and analyze the impact of product innovation and social media on business competitiveness through e-commerce of MSME products to bridge the gap. The population under this study includes e-commerce MSMEs customer community located in 27 districts / cities in South Sulawesi and East Java Provinces including Palopo City, Pare-Pare, Makassar, Batu, Malang, Surabaya, Kediri and Madiun, Bulukumba Regency, Sinjai, Bantaeng, Takalar, Gowa, Tana Toraja, Luwu, Maros, Pangkep, Soppeng, Wajo, Banyuwangi, Blitar, Bojonegoro, Gresik, Kediri, Lamongan, Magetan, and Malang which amounted to 22,296,873 e-commerce MSME customers in South Sulawesi and East Java Provinces. The sample used in this study, namely 500 respondents / customers, using probability sampling techniques or multistage random sampling or determination of cluster sampling based on the division of an area / region in stages. The analytical technique used for hypothesis testing is Amos structural equation modeling (SEM). The results show that product innovation has one indirect significant effect on e-commerce of MSME products, social media has an indirect significant effect on e-commerce of MSME products. Product innovation has a significant effect directly on business competitiveness. Social media has a significant effect directly on business competitiveness and e-commerce of MSME products has a significant effect directly on business competitiveness.

Working with ‘The Passionate Few’: the Indirect Benefits of Actor Engagement in Mundane Service Settings

The engagement concept has grown in importance in recent years with firms recognizing and seeking to leverage the latent potential within their customers and finding innovative ways to engage them. However, engagement has, to date, been explored within high contact service settings where benefits are largely dyadic (between firm and customer) or shared (within the customer community). This study contributes to literature on engagement by assessing the potential for engagement in low contact settings, between a firm and minority customer groups to have positive indirect effects on other ‘unengaged’ customers. To do so, we use multi-level modeling within a public transport setting where a firm has invited local community members to ‘adopt’ their local railway stations. We propose that neither a small number of passionate customers, nor low contact, ‘mundane’ service settings, should be an impediment to firms benefiting from engagement.

UTILIZATION OF DIGITAL TECHNOLOGY IN DEVELOPING MARKETING STRATEGIES FOR MSME PRODUCTS

In current era, digital technology is very familiar to people of all ages. Utilizing digital technology effectively can have a positive effect on its users. One is applying digital technologies to generate promotion for MSME actors' business products. This study intends to assess the role of digital technology in the development of marketing management for small and medium-sized enterprise (SME) products. This study employs a qualitative, descriptive methodology. The results of the study indicate that the digital marketing strategy of micro, small, and medium-sized enterprises (MSMEs) does not immediately replace conventional marketing, but rather strikes a balance between online and offline activity. The exchange between digital and conventional marketing methods signifies a transition in marketing strategy, from segmentation and targeting to customer community confirmation, brand positioning & differentiation to personality clarification and brand codification. This research also reveals various digital marketing tactics, including 1) the use of Influencers or KOL; 2) the use of Social Media Ads; 3) Google My Business; 4) Search Engine Marketing (SEM); 5) Email Marketing; and 6) the use of the TikTok app.

Using Digital Customer Communities as a Marketing Tool to Connect and Educate Customers in the Manufacturing Industry

The application of digital customer communities has been observed over the past years but primarily in the business-to-consumer sector. The COVID-19 crisis has affected positively the usage of digital tools in business-to-business, including customer communities. A digital customer community aims to connect individuals and share information between them. It has therewith a positive effect on the trust, loyalty and behavior of customers. The present study reviewed scholarly databases in an attempt to ascertain the current knowledge on the use and relevance of digital customer communities. Several studies have discussed the advantages of using digital customer communities in e-commerce, brand management or business cooperation, but a framework supporting the application of digital customer communities is lacking. The present study used content analysis to examine the existing academic knowledge. It recommends answering the three questions “What does the digital transformation change?”, “Why use customer communities?” and “What drives the customer experience?” when starting to consider using digital customer communities in business-to-consumer.

Pecalang Empowerment Model for Traditional Village Resilience in Denpasar City

In securing traditional villages, the existence of Pecalang is very much needed, considering that Pecalang is the guardian and strength of the Balinese people. The current socio-cultural conditions of Bali are increasingly alarming and marginalized from the growing economy and industry. In the development of the existence of traditional villages, it seems that traditional villages affect the social life of the Balinese people, for the presence of Pecalang can awaken Balinese Taksu in the eyes of the world. The purpose of this study is to explore information and implement policies for sustainability related to Pecalang in their resilience to the existence of traditional villages. This type of research is qualitative research with a descriptive approach. Methods of collecting data using surveys, interviews, and questionnaires. The process of extracting data is carried out with the snowball technique. The data analysis technique used descriptive qualitative analysis. The study results show that pecalang has indeed been proven to maintain security and order in the customary village area. Pecalang's commitment to carrying out his duties is very high. Pecalang is steadfast in their commitment to self-defense of custom, religion, and state as long as they are given the trust to carry out their duties. Pecalang organizations will be able to finance all organizational resource needs, including improving the quality of human resources to be more professional, work facilities and infrastructure, work systems and procedures, technology, and others. Thus, the organization will be better able to improve the quality of service to the demands of the customer community needs.

Investigating the Impact of Customer Engagement on Customer Innovation Behaviors in Online Brand Communities

In today's increasingly prosperous Internet economy, online brand communities are playing an increasingly important role in marketing. This paper starts with customer participation and studies its relationship with customer innovation behavior. Existing research shows that customers' sense of identity with brand community will make them have more innovative behaviors. Therefore, this paper explores the mediating role of identity (brand identity and community identity) in the relationship between customer participation and customer innovation. The research results show that customer participation has a positive impact on customer innovation behavior, brand identity and community identity have a positive impact on customer innovation behavior, and brand identity and community identity play an intermediary role in customer participation and customer innovation behavior, that is, customer participation can generate more customer innovation behaviors by strengthening brand identity and community identity.

It Takes a Village!: Customer Value Co-Creation Behavior in Restaurant Social Media-Based Brand Community

Customers’ value co-creation behavior plays an essential role on brand pages, which many hospitality firms adopt to create value with customers. However, current understanding of the elements, drivers, and dynamics of such behavior is limited. Based on the value co-creation literature, motivation–opportunity–ability theory, and the dual identification framework, this study sought to bridge this knowledge gap. Specifically, this research clarified customer engagement behavior (CEB) and customer citizenship behavior (CCB) as respective in-role and extra-role behaviors of value co-creation and revealed their positive relationship. Structural equation modeling indicated that motivations (seeking assistance and diversion), social presence, and brand knowledge positively influenced CEB, which then affected CCB directly and indirectly through customer–brand identification. Moreover, functional benefits did not trigger meaningful CEB, and customer–community identification had a minimal impact on CCB. Overall, these insights can help practitioners manage their brand pages more effectively to co-create value with customers.

Accessing the Influence of Community Experience on Brand Loyalty Toward Virtual Brand Community: Developing Country Perspective.

With the development of information technology, more and more companies have taken the initiative to build virtual brand communities to strengthen the connection between brands and customers and create brand loyalty, but existing research lacks a clear explanation of how the customer community experience of virtual brand communities affects brand loyalty. In response to this question, this paper investigates the role and mechanism of different types of community experiences, namely information experience, entertainment experience and interactive experience, generated by customers’ participation in community activities on brand loyalty based on the customer experience perspective. The findings show that different types of community experiences have a significant impact on brand loyalty, and which community identity is partially mediated in all of them. Further analysis for segmented populations in virtual communities revealed significant differences in the above mechanisms for members of different genders. The findings of this paper are important guidance for companies to manage virtual brand communities and create brand loyalty.

The Impact of Social Media on the Efficiency of Online Business Performance

This study aimed to develop some criteria to assess the impact of social media on the online business activities of Vietnamese enterprises. As the country’s e-commerce has been experiencing phenomenal growth, to assess the impact of social media on the same, we designed a questionnaire to assess five criteria based on relevant studies and collected data from 356 respondents in the positions of Head and Deputy of sales, marketing, and customer services departments of 80 typical and small and medium e-commerce enterprises. The results showed that Vietnamese enterprises did not know how to use the loyal customer community to influence potential customers on social networks and leverage the intelligence and creativity of customers for business operations. In addition, most Vietnamese enterprises spent a large sum of money on social networking activities but had low interaction because they often used too much text and very little visual content. To the best of our knowledge, this is the first study that attempted to identify the criteria for assessing the impact of social media on the online businesses of Vietnamese enterprises. Emphasizing that social networks have become an important channel for the business of Vietnamese enterprises, the study provides researchers and enterprises with a broader and deeper understanding of how social media can be better utilized to create a positive impact in promoting online business activity.

SOSIALISASI IMPLEMENTASI KEBIJAKAN MUTU UNTUK PENINGKATAN KEPUASAN PELANGGAN DI RUMAH SAKIT GRANDMED LUBUK PAKAM

Policy implementation is transferring policies into programs and actions so that it requires various conditions related to the form of the problem to be solved by implementing the policy itself, environmental conditions that influence implementation, implementation organization and implementation resources and allocated resources.
 In addition to providing community health guidance, hospitals also have a main task in providing health services. Health services are services that have been carried out properly or not according to the community.
 The quality of health services must always be improved. One way to improve quality is to solicit feedback from the customer community or service users. To measure the level of customer satisfaction as service users and improve the quality of health services

SOSIALISASI IMPLEMENTASI KEBIJAKAN MUTU UNTUK PENINGKATAN KEPUASAN PELANGGAN DI PUSKEMAS DELI TUA


 Policy implementation is transferring policies into programs and actions so that it requires various conditions related to the form of the problem to be solved by implementing the policy itself, environmental conditions that influence implementation, implementation organization and implementation resources and allocated resources.
 In addition to providing community health guidance, puskesmas also have the main task of providing health services. Health services are first-level health services that have been carried out properly or not according to the community.
 The quality of health services must always be improved. One way to improve quality is to solicit feedback from the customer community or service users. To measure the level of customer satisfaction as service users and improve the quality of health services at the Deli Tua Health Center, a customer satisfaction survey is needed

Loyalty to Community Modeling Through Value Co-Creation Behavior Activities With Perceived Benefit Mediation: Organic Food Product

The current trend of people's lifestyles is to start consuming foods that are safe and environmentally friendly. The development of information on the usefulness of organic products more broadly becomes necessary. This study aims to determine the impact of value co-creation activities on loyalty to community, mediated by perceived benefit value. The analysis tool used in this study is Structural Equation Model (SEM) analysis. The sampling method used is a convenience sampling approach with 385 respondents. The results show that consumer perceived benefits value have a strong effect on loyalty to the community. In addition, value co-creation activities in the community is shown to be measurable by customer participation behavior and customer citizenship behavior to obtain the desired perceived benefits. The role of the community with the support of the loyalty of its members can be an effective means of disseminating knowledge about organic food products more broadly to the public. Having these results, the recommended policy direction is to increase the perceived benefits of customer community participation and citizenship. Further studies are needed to refine and build a more comprehensive model that integrates other theoretically related constructs. Keywords: customer participation behavior, customer citizenship behavior, loyalty to community, organic food products, perceived benefit

Community experience promotes customer voice: co-creation value perspective

PurposeBased on the online brand community, this study focuses on how online brand community experience affects customer voice and discusses the relationship between community engagement and community commitment. Specifically, we examine the mediation effect of community engagement between community experience and customer voice and also the moderation role of community commitment.Design/methodology/approachThe survey data is collected through the online survey of people who participate in the online mobile phone brand community. In total, 369 members of online community users (Huawei and Apple communities) were collected as the research samples. Then the structural equation model analysis was tested through the SPSS 25 and Mplus 7 in a two-stage analysis program.FindingsThe results show that (1) customer online brand community experience has a positive impact on customer voice; (2) community engagement mediates the positive relationship between online brand community experience and customer voice; and (3) community commitment plays a moderating role between customer experience and customer voice. Compared with low level customer's community commitment, when customer's community commitment is high, the level of community engagement has a greater mediation effect on the positive relationship between community experience and customer voice.Research limitations/implicationsOn the one hand, the model of customer community experience to customer voice built in this paper has not been fully validated. Whether the model can get more robust results needs to be extended to more different community scenarios. On the other hand, this paper is actually cross-sectional data, which cannot strictly reveal the causal relationship. The authors recommend that future research may use other research methods to further reveal its internal mechanism.Practical implicationsThis paper shows that customer's community experience has an important impact on customer voice behavior. Among them, information experience and sociability remain as the important factor affecting customer voice behavior, which is quiet important for maintaining brand community and product or service improvement. Brand community managers need to consistently create multiple forms of information presentation and interaction channels to enhance the information and social experience of community members.Originality/valueFirst, this paper puts forward a new perspective on customer comments or feedback-customer voice, which provides a solid foundation and reference value for future scholars to explore such important phenomena. Second, the relationship between community experience and customer voice behavior was examined, which enriched the research on community experience and also discovered another positive significance of community experience in community construction. Finally, the authors examine the mediation effect of community engagement on customer voice behavior. Community engagement is one of the important indicators that reflexing community performance, which is of great significance to the brand community.

Water Safety Plan for Securing Drinking Water Supply from River Bank Filtration Projects in Egypt – A case Study.

The main objective of water utilities is securing the supply of safe drinking water with adequate quantity to safeguard public health. The Water Safety Plan (WSP) is considered an efficient way to ensure water safety according to the latest published information from the World health organization (WHO). WSP is dependent on a proactive approach to reduce the opportunity of hazards from the water source to the consumers' taps. In this study, an application of the concepts was done to secure the drinking water produced from River Bank Filtration (RBF). Both managerial and technical potential reason for risk was studied and the appropriate corrective action was settled. In general, it was found that however, RBF is considered a well-established water technology with a low cost it still could be vulnerable to different kinds of potential hazards. The study has shown potential risks in the source, RBF, network, and customer community. In RBF, the water resource area is the more sensitive to the potential hazard with risk score reach up to 20 on a scale of 1 to 25. The average risk factor before the implementation of the corrective actions is about 10 which classified as high risk. These corrective actions include short-term with low cost that could be considered as quick-win actions other long-term actions have also been identified. The application of this action will ensure a decrease in the average risk to 3 (low risk). The corporate stakeholders and their liabilities have been identified and a group of (Key performance indicators) KPIs was developed for the process to be manageable. (Non-Governmental Organizations) NGOs have a major role in the application of corrective actions such as facilitating the connection for the poor citizen. The involvement of NGOs in the water management process at Abu Bisht will allow direct interaction between the industry and community which overall will increase the social responsibility of the company and at the same time increase the valuation of water at the mentality of the customers.