Customer Engagement Behavior Research Articles

Retail mix instruments influencing customer perceived value and customer engagement: a conceptual framework and research agenda

COVID-19 has transformed customer behavior, notably in FMCG retailers. Although online stores grow, retail mix instruments remain essential for traditional shops, as these affect customer value perceptions and engagement. While previous studies suggest that customer value perceptions and engagement are linked, little is known about the effects of retail mix instruments on customer value perceptions and engagement. This study aims to fill this knowledge gap. In this study, the stimulus-organism-response (S-O-R) framework was used to propose the a priori conceptual framework, which was further employed in investigating the phenomena and the three concepts: the impact of retail mix instruments (S) on consumer value perceptions (O) and customer engagement (R). Interviews were conducted with 40 informants recruited by convenience sampling and snowballing techniques. They were Gen-X and Gen-Y and had experience visiting two FMCG retailers in Thailand. A thematic analysis was undertaken to analyze the obtained data. The a priori conceptual framework had been revised iteratively according to the emerging theme, resulting in a new conceptual framework containing descriptive details in terms of significant themes identified from the field data and potential relationships among the three concepts. Findings revealed 12 retail mix instruments and the effect of COVID-19, which were found to affect six types of customer value perceptions, resulting in four customer engagement behaviors. The proposed conceptual framework, the study’s primary theoretical contribution of the study, is used to guide potential future research agenda. To suggest how FMCG retailers may leverage the proposed conceptual framework to design strategies to promote customer engagement behaviors, an application of sales promotions is illustrated and suggests how to use sales promotion activities to induce customer value perception and their engagements.

Enhancing Retail Success: A Comprehensive Analysis of Visual Merchandising Influence on Customer Engagement and Purchase Behavior in Philippine Local Retail Businesses

This study employed a quantitative approach to investigate the influence of visual merchandising practices on customer engagement and purchase behavior in retail stores in Claver, Surigao del Norte. By utilizing a descriptive survey design with 385 customer respondents, the findings revealed that retailers inconsistently observed visual merchandising practices. Despite this, the study identified a significant and high positive influence of these practices on customer engagement and purchase behavior. Notably, through multiple regression analysis, it was found that only window displays significantly predicted both customer engagement and purchase behavior, although the collective influence of visual merchandising practices remained substantial. In essence, the research emphasized the integral role of visual merchandising in encouraging customer engagement and guiding their purchase behavior, highlighting the specific relevance of window displays in this retail context.

“Social Workers Should Be Required to Watch this Episode” : Social Media Perceptions of Television Portrayals of Fictional CPS Workers

Child Protective Services (CPS) workers appear in television plotlines across every fiction genre, and these depictions are often quite unfavourable. Customer engagement behaviours (CEBs), or what viewers say in online forums or on social media influence how other viewers perceive CPS workers. This interconnectivity is examined here through the framework of CEBs and Social TV using case studies from four popular programs: Buffy the Vampire Slayer (BtVS), Shameless, Law and Order: SVU (SVU), and The Sandman. These case studies were compared for accuracy against observations given by a former Child Protective Investigator, whose feedback indicated that the realistic programs (SVU and Shameless), while being overly dramatised, had more authentic and balanced CPS portrayals than the fantasy programs (BtVS and The Sandman). Common themes from the audience in the CEBs are: CPS workers are overworked, underpaid, and too bureaucratic; greed motivates some families to foster or adopt children; and that the system of protective services is broken.

Engaging audiences in real-time: The nexus of socio-technical systems and trust transfer in live streaming e-commerce

This study investigates the growing landscape of live streaming e-commerce, addressing a significant gap in the literature by exploring the interplay between social and technical factors in building trust and their substantial impact on customer engagement behavior (CEB). Grounded in a socio-technical theory framework, the study employs structural equation modeling to analyze data from Indonesian participants (N = 361) active in the e-commerce live streaming ecosystem. The findings reveal the essential role of socio-technical systems in developing trust, highlighting the emergence of trust in streamers as a crucial factor in extending trust to the products promoted. This trust significantly influences CEB, enabling consumers to actively contribute to the live streaming e-commerce ecosystem. Beyond its academic value, the study offers practical insights for industry practitioners by providing actionable strategies to build effective trust in streamers by integrating social and technical factors. These strategies, derived from the findings, aim to enhance long-term customer engagement and foster success in e-commerce live streaming. The research fills a critical scholarly gap and provides vital guidance for industry stakeholders in this rapidly changing digital marketplace.

Does service journey quality explain omnichannel shoppers' online engagement behaviors? The role of customer-store identification and gratitude toward the store

PurposeThe different dimensions of the online engagement behaviors exhibited by omnichannel shoppers, who mainly rely on the online channel for information search, are still understudied. This study aims to investigate how service journey quality (SJQ) has an impact on the overall omnichannel customer experience leading to customer identification (CI) with the store, subsequently leading to their exhibition of online engagement behaviors (writing online reviews, blogging, rating products and service online and indulging in customer-to-customer online interactions.Design/methodology/approachThe research is cross-sectional, quantitative and descriptive. Purposive sampling was used to choose the research's participants. Data were collected from 591 Indian omnichannel customers who had previously made an omnichannel purchase that included the concurrent usage of various channels of a retailer using a verified self-administered survey. Using the Smart PLS 4.0 software, the proposed conceptual model has been evaluated.FindingsThe results indicate that omnichannel customer experience mediates the relationship between SJQ and CI with the store, subsequently leading to their exhibition of online engagement behaviors (writing online reviews, blogging, rating products and service online and indulging in customer-to-customer online interactions). The perceived customer gratitude toward the store significantly and positively moderated the direct relationship between SJQ and different online engagement behaviors (writing online reviews, blogging, rating products and service online and indulging in customer-to-customer online interactions).Research limitations/implicationsThe study relied upon the omnichannel shoppers of only Indian population and relied on a cross-sectional data collection procedure for this research.Originality/valuePost-pandemic, with highly dynamic shifts in customer preferences, the need for channel-agnostic shopping leading to the unpredictability of purchase patterns has made SJQ the only dimension to achieve sustainable loyalty intentions through value co-creation in an omnichannel retail context. Emphasizing post-purchase behaviors like different online engagement behaviors (writing online reviews, blogging, rating products and services online and indulging in customer-to-customer online interactions), this study is the first to show that SJQ might affect four different online customer engagement behaviors through omnichannel shopping experience and CI with the store. The moderating effect of customer-perceived gratitude toward the retailer on a few proposed hypotheses was also tested to give managerial recommendations. The study also answers the call to investigate the moderating role of customer gratitude in determining service quality-driven engagement behaviors.

Understanding the formation process of negative customer engagement behaviours: a quantitative and qualitative interpretation

The development of mobile internet has made it easier for negative emotions, cognitions and behaviours expressed by customers to be spread, and the damage caused by negative customer engagement behaviours (NCEBs) to the company's brand value and reputation has gradually been amplified. Therefore, this study aims to explore the formation process of NCEBs in online brand community by combining qualitative method with quantitative method. Xiaomi Community was selected as the data source platform, using Python programming language to crawl users’ comments in ‘11Ultra circle’ and machine learning methods to obtain negative emotional polarity comments. The text coding and classification of negative emotion polarity comments are mainly based on manual coding and supplemented by machine learning. Perform binary logistic regression on the classified data to obtain the impact of various factors on NCEBs. The results showed that there were differences in the impact of different factors on NCEBs. This article obtains a different result from existing literature, that is, cognition and emotion are no longer necessary factors for the generation of NCEBs. Company managers should start with pricing, users’ cognition mining, and identifying and solving key issues reported by users to suppress the occurrence of NCEBs.

Driving customer engagement and citizenship behaviour in omnichannel retailing: evidence from the fashion sector

Purpose This study, grounded in the SOR theory, aims to enrich the understanding of customer citizenship behaviour in omnichannel fashion retail by examining how different customer experiences enhance customer engagement and how that engagement leads to customer citizenship behaviour. The influence of return policies on the relationship between customer engagement and customer citizenship behaviour was also examined. Design/methodology/approach Partial least squares structural equation modelling (PLS-SEM) is used to examine the framework of the proposed study with data collected through a survey (n = 251) to examine the opinions of the respondents about the variables mentioned. The authors also assessed the proposed framework using predictive power assessment using PLS predict. Findings The study results reveal that customers’ experiences of integration and flexibility in omnichannel retail are positively associated with their engagement. However, customer experiences of connectivity, consistency and personalization do not appear to affect customer engagement significantly in omnichannel retail. The return policy positively moderates the relationship between customer engagement and customer citizenship behaviour in the omnichannel fashion retail context. Predictive power assessment shows that the proposed model has high prediction accuracy. Originality/value This study contributes to the marketing literature by investigating different dimensions of consumer experience collectively and its impact on customer engagement and citizenship behaviour. Furthermore, the study contributes to omnichannel retail in fashion industry by testing the return policy as a moderator variable on the relationship between customer engagement and citizenship behaviour.

How gamifying AI shapes customer motivation, engagement, and purchase behavior

AbstractRecently, firms started to gamify conversational artificial intelligence (AI) agents, such as chatbots, to improve purchase outcomes. This article explores strategies for incorporating gamification into AI systems by investigating the impact of utilitarian and hedonic motivations facilitated by gamified chatbots on various dimensions of customer engagement (cognitive, emotional, and behavioral), as well as the subsequent effects of these dimensions on customers' purchase behavior. By conducting one cross‐sectional and two experimental studies involving real interactions with gamified chatbots, this research identifies two crucial paths that warrant attention: an optimal path from hedonic motivation to behavioral engagement, resulting in enhanced purchase, and a detrimental path from utilitarian motivation to emotional engagement, which reduces purchase. Furthermore, the research compares the effects of two types of gamified chatbots and reveals that a game‐of‐chance‐based chatbot, as opposed to a knowledge‐sharing gamified chatbot, aligns with the optimal path, leading to higher purchasing while at the same time avoiding that customers feel obligated to play the game. Based on these findings, the article provides actionable insights for eliciting favorable psychological and behavioral responses through gamified AI interactions.

Customer engagement behaviors on physical and virtual engagement platforms

PurposeThis study aims to examine and compare the influence of the disposition to engage in engagement behaviors on physical and virtual engagement platforms, as well as the influence of these engagement behaviors on brand loyalty, value-in-use and word-of-mouth.Design/methodology/approachData were collected using a survey distributed to a random sample of 10,000 fans of five teams in the Swedish top-division of elite football. An exploratory factor analysis was performed to derive a distinction between prevalent platforms, scales were validated through a confirmatory factor analysis and structural equation modeling was used to test the research model.FindingsCustomer disposition to engage with the sports team had a significant influence on customer engagement behaviors on both physical and virtual engagement platforms. However, engagement behaviors on virtual platforms were found to be more important than engagement behaviors on physical platforms for fostering brand loyalty and value-in-use.Practical implicationsThe results highlight the importance of engagement behaviors with a brand on virtual engagement platforms. Thus, brand managers should prioritize their presence on social media to generate the positive outcomes of customer engagement behaviors.Originality/valueBy examining the effects of customer engagement behaviors on both physical and virtual engagement platforms, this study provides new insights to the emerging customer engagement literature.

Does Gamifying in the Marketplace Help in Building Consumer Engagement and Intention to Buy Online?

E-commerce is gaining consumer acceptance due to increased internet penetration and advancements in Indonesia. To engage tech-savvy consumers and meet their evolving needs, e-commerce players use gamification by offering personalized shopping experiences, social functionalities, and easy product access. This study examines how Shopee, an e-commerce retailer, can optimize its gamification strategies and intrinsic motivations to encourage customer engagement and impulsive buying behaviour. The study employs purposive sampling to survey 204 respondents and found that gamification and intrinsic motivations positively influence customer shopping engagement. The data was analyzed using Partial Least Squares (PLS) with the SmartPLS software. The findings show that gamification and intrinsic motivations hold a positive influence on shopping engagement. Furthermore, socialness and shopping enjoyment lead to increased impulsive buying behavior. Notably, shopping engagement emerges as a critical factor positively shaping users' intention to continue using online shopping applications.

A resource-based perspective on customer engagement behaviors: A typology, conceptual framework, and research avenues

A resource-based perspective on customer engagement behaviors: A typology, conceptual framework, and research avenues

A Systematic Review on the Effectiveness of Using User-Generated Content in E-Commerce Marketing

This systematic literature review examines the effectiveness of user-generated content (UGC) in ecommerce marketing, specifically focusing on its impact on customer trust, engagement, and purchase behavior. The review identifies key determinants of UGC effectiveness by analyzing multiple studies, including source credibility, message relevance, and social influence. The findings confirm the positive association between UGC and customer trust, highlighting the potential of UGC as a marketing tool for ecommerce businesses. However, gaps in the literature, such as limited exploration of demographic and cultural differences, indicate the need for further research in this area. The findings from this systematic literature review will help e-commerce businesses improve their marketing plans by utilizing usergenerated content to win over customers' trust and engagement.

The impact of gamified loyalty programmes on customer engagement behaviours. A hotel industry application

研究目的本文研究了游戏化忠诚计划和传统忠诚计划对顾客参与行为的不同影响。研究方法本文进行了2 x 2 x 2实验, 操纵了游戏化（游戏化 vs 非游戏化）、奖励水平（高 vs 低）和奖励类型（经济 vs 社交）。通过对315名个体样本收集的数据进行PLS（偏最小二乘）和均值测试进行分析。研究发现游戏化可以通过影响玩味感和奖励满足感来提高忠诚计划的吸引力。实际上, 游戏化降低了顾客对奖励水平的重视程度。因此, 顾客感知到更高的享乐和功利价值, 从而积极地影响了他们的参与行为。研究创新本研究首次尝试在酒店业背景下经验性地分析将游戏化纳入忠诚计划是否影响顾客参与行为。

Visual Modality of Engagement: Conceptualization, Typology of Forms, and Outcomes

Customers proactively engage with firms’ offerings through behavioral manifestations such as brand-related social media posts, influencing other customers in online networks and, consequently, affecting brand value. With the growth of visually oriented social media platforms, interest has increased in understanding customer engagement behavior (CEB) using visual content. In this paper, we build on CEB, image acts, visual content, and communication theories to conceptualize the Visual Modality of Engagement (VME). Using both field and lab studies, we develop a typology of four distinct positive (experiential, evidential) and negative (mocking, dissuasive) forms of VME and offer empirical evidence revealing they induce different brand-related (purchase intentions, brand evaluation) and other customer-related (willingness to imitate, resharing intentions) outcomes. Additional results also reveal outcomes vary by the interplay of social and brand interactions with the various VME forms. The findings of this research offer guidance to content managers for the development of more effective engagement strategies in social media marketing.

A profile deviation approach to enhancing relationship marketing outcomes

The study examines seven key dimensions of online customer engagement behaviour and uses these to build ideal and baseline profiles. This ensures verbal and statistical correspondence. This approach allows identification of critical customer engagement behaviour to invest in and which one to invest in for maintenance. The study finds that deviating from the critical behaviours has negative implications for the spreading of positive word of mouth and brand loyalty. The findings and the methodological procedures are of interest to hospitality managers and academics. Data for the study was obtained from 326 customers at various hotels in Mauritius. The configural conceptual framework was tested using profile deviation to assure verbal and statistical correspondence leading to clear actionable recommendations for managers. The analysis goes beyond the approach in extant research by examining both the global and disaggregated impacts on PWOM and brand loyalty. The theoretical and managerial implications of the study are further discussed.

Satellite fans engagement with social networking sites influence on sport team brand equity: A UGT perspective

Guided by the uses and gratification theory (UGT), this research aims to investigate the influence of gratification (i.e., personal, social, and tension release gratification) sought from social networking sites (SNS) on customer engagement behaviour of satellite fans. Additionally, this research examines the influence of customer engagement behaviour (i.e., consuming, contributing, and creating activities) on sports teams' brand equity. Data for the study were obtained from 347 respondents who followed their favourite sports teams on SNS. Partial least squares structural equation modeling (PLS-SEM) was used to analyse the empirical data. The findings reveal that the SNS gratification needs of football fans influence their customer engagement behaviour. Also, customer engagement behaviour, that is, consuming and contributing activities, influences sports teams' brand equity. These findings provide great insights for brand managers on how to effectively use SNS to influence consumer.

The Effects of Anthropomorphised Virtual Conversational Assistants on Consumer Engagement and Trust During Service Encounters

Drawing on social exchange and anthropomorphism theory, this research examines the role of virtual conversational assistants (VCA) as frontline employees. Specifically, we investigate the effects of AI-derived features, such as anthropomorphism, in building Human-Machine relationships. Drawing on a qualitative interpretivist approach, 31 semi-structured interviews were conducted with global users of Siri, Alexa and Google Assistant. Our findings suggest anthropomorphism is an important factor in understanding the development of trust within Human-Machine interactions. More specifically, the effects of a humanised voice, interactive communication capability and cognitive features evoke a sense of social presence that may positively or negatively impact user trust. We propose that the interplay between a user’s perceptions of the bright and dark sides of interacting with an AI-empowered anthropomorphised machine determines categories of trust and subsequent customer engagement behaviours with this embedded form of organisational frontline.

Driving marketing outcomes through social media-based customer engagement

Firms recognize the increasing potential of digital services to enhance customer engagement behaviors. Drawing on customer engagement and user gratification theory, two studies were conducted among Chinese consumers: an online survey and a field study. The results reveal varying effects of content types on customer engagement and underline a mediating role of engagement between content types and marketing outcomes. It is worth noting that the relational content type displays greater mediating effects compared to other content types. The findings provide new insights for development of digital content marketing strategies to enhance customer engagement and thereby generate marketing outcomes.

Customer Empowerment and Engagement Behaviours Influencing Value for FinTech Customers: An Empirical Study from India

The article aims to study the impact of consumer empowerment on customer engagement behaviours (CEBs) and their effect on customer value in the FinTech industry of India. A cross-sectional analytical study was carried out to collect data from 380 Indian FinTech app users using a survey questionnaire. The Partial Least Square Structural Equation Modelling (PLS-SEM) method was applied to test the conceptual model. This is one of the first research studies during the COVID-19 pandemic to show that customer-empowered behaviours predict positive CEBs such as reviews and testimonials, which then contribute to customer value. The indirect effects indicate that CEB mediates the relationship between customer empowerment and value. This study also operationalizes and validates customer engagement behaviour as a formative higher-order construct formed by four dimensions such as customers’ social media influence, form/modality, the scope and channel of engagement. To create customer value, FinTech practitioners and e-marketers should foster online communities and identify and manage customers’ need for control and empowerment for a particular service or product under study thus guiding them in designing customized marketing strategies. The study directs academicians and researchers to build engagement models that can enforce positive CEBs namely e-word of mouth, customer reviews and testimonials.

How fashion cewebrity influences customer engagement behavior in emerging economy? Social network influence as moderator

Social media provides opportunities for individuals to become cewebrities by gaining fame via their presence on different platforms such as Instagram, Facebook, and TikTok. But, how cewebrities are engaging consumers is an under-developed research area that needs researchers' attention. Therefore, this research aims to determine the influence of fashion cewebrity on opinion leaders and customer engagement behaviors in the apparel fashion industry. Also, the moderating role of social networking influence in the relationship between opinion leadership and customer engagement is tested. The data was collected from 472 consumers following fashion cewebrities of five luxury apparel brands, and hypotheses were tested using structural equation modeling. The results confirmed the validity of the newly established scale of fashion cewebrity and endorsed the fashion cewebrity's impact on opinion leadership while opinion leadership mediates the fashion cewebrity – customer engagement behavior relationship. This study proposes that the managers should involve fashion cewebrities during all product development and promotion stages and establish collaboration to reap profit and create strong brand equity.