Customer Value Research Articles

The impact of emotional perceived value on hotel guests’ satisfaction, affective commitment and loyalty

Purpose This study aims to investigate the impact of emotional perceived value on hotel guests’ satisfaction, affective commitment and loyalty. Design/methodology/approach Data were collected from 348 respondents living in the United Arab Emirates, and hypotheses were tested using AMOS 28 and structural equation modeling. Findings This study’s unique contribution lies in its revelation that emotional perceived value directly impacts guests’ satisfaction, affective commitment and loyalty. Furthermore, it uncovers that emotional-perceived value indirectly influences loyalty through satisfaction and affective commitment. Practical implications This research underscores the importance of hotel managers prioritizing guests’ emotional perceived value in their offerings. Managers can significantly enhance guests’ satisfaction, affective commitment and loyalty by highlighting self-gratification, aesthetics, prestige, transaction and hedonics. Originality/value This study brings a fresh perspective to understanding customer perceived value (CPV). It argues that the mere emphasis on the functional aspect of CPV would likely fall short of fully comprehending specific outcomes of their experience (e.g. satisfaction-dissatisfaction, loyalty, etc.). Assessing the emotional aspect of CPV, known as emotional customer perceived value (ECPV), adds further explanations and sheds light on the understanding of the CPV concept and its impacts on consumers’ experience. Furthermore, this study emphasizes that emotional perceived value is better comprehended as a multidimensional rather than a unidimensional construct. It adds that the concept of customer value as a multidimensional concept is context-specific (i.e. dimensions vary from one service sector to another), providing a unique and valuable perspective for the luxury hotel industry.

The Effect of Customer Value, Trust, and Customer Satisfaction on Customer Loyalty Mediated By Customer Engagement (Empirical Study: Customer Music Course In Jakarta)

This study aims to investigate the impact of customer value, trust, and customer satisfaction on customer loyalty, with customer engagement as a mediating variable, focusing on music course customers in Jakarta. Utilizing a quantitative approach, data was collected from 95 respondents who have been customers of music courses for more than three months and are over 18 years old. The data was analyzed using Partial Least Square (PLS) with the SmartPLS 3.0 software. The results of the study indicate that trust and customer value positively and significantly influence customer engagement, which in turn significantly enhances customer loyalty. However, customer satisfaction did not show a significant direct effect on either customer engagement or customer loyalty. Additionally, while customer engagement mediates the relationship between customer value and customer loyalty, it does not mediate the relationship between trust or customer satisfaction and customer loyalty. The findings suggest that building customer engagement through perceived value can strengthen loyalty among music course customers. Limitations of this study include a focus on a specific geographic location (Jakarta) and the relatively small sample size, which may affect the generalizability of the results.

Exploring Ethical and Emotional Dimensions of Customer Value in Financial Services through Employee-Customer Dynamics

This study focuses on exploring the ethical and emotional dimensions of customer perceived value (CPV) in financial services. This area is crucial to understanding customer dynamics within the finances sector, yet it remains underexplored in existing literature. Utilizing a quantitative analysis of 652 customer surveys from Canadian financial institutions, this research employs SmartPLS3 for structural equation modeling to ascertain the impacts of frontline employee job satisfaction on customer's ethical and emotional perceptions as well as their overall CPV. The data analysis reveals that customer-perceived employee job satisfaction positively affects CPV by significantly influencing ethical and emotional benefits. Although ethical benefits alone do not directly impact loyalty or word-of-mouth (WOM) recommendations, their influence is significant when mediated through CPV, with emotional benefits directly amplifying WOM and indirectly boosting loyalty. Correspondingly, the results highlight the importance of employee-centric policies and their direct correlation to customer loyalty and satisfaction. As such, this study contributes to the body of knowledge by linking employee satisfaction with ethical and emotional customer benefits, suggesting a reevaluation of business practices to integrate these dimensions for enhanced customer value creation. Future research is encouraged to explore these dynamics across varied contexts to expound upon these relationships' applicability and robustness. Our inquiry into the subject concludes by highlighting the strategic importance of fostering employee satisfaction when seeking to elevate CPV and achieve enduring customer loyalty. Keywords: Customer Perceived Value, Customer Loyalty, Employee-Customer Interactions, Employee Satisfaction, Financial Services

The dark side revealed: insights and implications from online brand communities

Purpose This study aims to present a comprehensive review of the literature on the dark side of online brand communities, identifying the dominant themes [determinants of the dark side in online brand communities (OBCs)] in the literature and proposing ways to advance the literature in this area. Design/methodology/approach This study reviewed 72 scholarly articles published between 2009 and 2024 in peer-reviewed journals. A descriptive and thematic analysis of dark-side literature is presented. Findings The contribution of this scoping review lies in identifying the dominant themes in the literature on the determinants of the dark side of online brand communities, proposing management strategies and identifying future research directions for advancing the literature. Six main themes of the dark side of online communities were extracted: information dynamics, group dynamics, unethical practices and brand transgression, provocation and schadenfreude, brand activism and hate and disengagement. Practical implications Firstly, this study highlights the need for brands to engage in the active moderation of OBCs to maintain information credibility and manage information overload. Secondly, to ensure an inclusive community environment for all members, brands need to foster a balanced forum culture and moderation that discourages heterogeneity. Originality/value This study is unique in conducting an in-depth analysis of the literature on the dark side of online brand communities, an area that has received little attention. This review offers new insights that would help brands effectively manage negative aspects of customer behaviours in online brand communities. For managers, this review enables brands to improve their image, reputation and customer value.

Information Search as Mediating Role in Relationship Hedonic Value, Utilitarian Value and Purchase Intention of Food Panda Customers in Pakistan

This study investigates the mediating role of information search within the relationships of hedonic values, utilitarian values, and purchase intention in Pakistan's online food industry with a focal sample of Food Panda customers. The questionnaire was distributed among 400 Food Panda users; 280 questionnaires were received. Smart PLS was used to conduct SEM to analyse the data. The results indicate that hedonic and utilitarian values have positive influences on purchase intention, which reflects that the higher the hedonic and utilitarian values are, the greater the intentions to purchase become, and vice versa. This study also supports information search as a partial mediator in the relationship between hedonic/utilitarian values and purchase intention. The findings reveal that customers who successfully go through information searching are likely to register higher hedonic and utilitarian motivations, which then dramatically increases their purchase intentions. The study contributes not only to the literature on hedonic and utilitarian values but also to the context of the Pakistani online food sector. It also enriches the discussion of information search as one of the pivotal factors affecting purchase intention within this industry.

Customer Segmentation by using Annual E-Invoice Data

As businesses navigate the digital landscape, the proliferation of electronic transactions has led to an abundance of valuable data that can be harnessed for strategic decision-making. This study explores the application of CRM and RFM analysis for customer profiling and segmentation, utilizing e-invoice data as a rich source of information. By leveraging these advanced statistical techniques, the research aims to uncover hidden patterns within electronic transaction records, allowing for the identification of distinct customer segments based on their purchasing behavior. The methodology involved collecting and pre-processing one year of e-invoice data from Fit IT Company, followed by applying statistical models to uncover underlying structures and relationships. Furthermore, the research examines the implications of customer segmentation on marketing strategies, customer relationship management, and personalized service offerings. CRM and RFM analyses were performed on the annual sales data obtained as a result of e-invoice usage service to customers. When the results of the analysis were analyzed, the number of transactions belonging to the sender, recipient, and parties in the top 10 every month were extracted. It has been demonstrated that customer segmentation can be conducted more comprehensively by using CRM and RFM analyses together. While CRM analysis focuses on transaction volume and customer relationships, RFM analysis provides a more detailed perspective on customer behavior by evaluating purchase frequency, recency, and monetary value. In the study, by analyzing e-invoice data through these two methods, the most valuable customer groups were identified, and how strategic marketing approaches can be developed for these groups was illustrated. The combined use of CRM and RFM analyses allows for more accurate customer segmentation based on both transaction volume and spending habits. This approach concludes that strategies can be developed to increase customer loyalty, optimize marketing strategies, and improve business performance.

The Digital Lives of the Poor: Entertainment Traps and Information Isolation

Smartphones have enabled the delivery of life-improving information services to base-of-the-pyramid (BOP) consumers. However, little is known about how the poor interact with the digital world. Through a novel app we developed to investigate real-time smartphone usage, we identify an unnoticed barrier to digital information access by the poor—data shortages. By analyzing over 9.4 million minutes of smartphone usage data from 929 residents of a Mumbai settlement, we find that entertainment consumes 61% of their phone time. Our data reveal that under universally adopted monthly data plans, low-income individuals binge on YouTube and social media, resulting in data shortages and information isolation in the late-plan period. We offer a practical operational solution to this problem—shorter data-replenishment cycles—which serve as a commitment device to curb binge usage. We randomly assign participants to a “capped plan”—with daily data usage caps—or a standard (monthly) plan. Assignment to the capped plan increases late-plan access of invites to health camps sent via WhatsApp, increases attendance at these in-person camps by 27%, and reduces social media binge usage. Most participants (particularly those with low self-control and high fear of missing out) prefer the capped plan, even when costlier—clearly signaling demand. Because capped plans are inherently cheaper to provide, offering them could enable providers to increase BOP customer value and expand access. Our results suggest an opportunity to amplify the impact of life-improving services targeted at the poor by leveraging users’ interactions with smartphone technology. This paper was accepted by Victor Martínez de Albéniz, operations management. Funding: Financial support from The Wheeler Institute for Business & Development is gratefully acknowledged. Supplemental Material: The online appendix and data files are available at https://doi.org/10.1287/mnsc.2024.4989 .

Health vs. Price Sensitivity: Analyzing Willingness to Pay a Premium for Organic Food among Low- and Middle-Income Consumers in Indonesia

Organic foods are known to be safer, healthier, and environmentally beneficial. However, the organic food market in developing countries like Indonesia remains small compared to developed nations. This study analyzes the role of health beliefs (HB) in shaping consumer attitudes (CA) and willingness to pay a premium (WTPP) for organic food, with price sensitivity (PS) as a moderating variable within the context of low and middle-income consumers in Indonesia. This analysis is conducted using the integration of the Health Belief Model (HBM) and Customer Value Theory (CVT). A quantitative approach was employed, distributing questionnaires across various regions of Indonesia. 270 responses were examined using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that HB significantly influences CA toward organic food. CA also substantially affects the WTPP. However, HB does not directly impact the WTPP, except through CA as a mediator. PS moderates the effect, strengthening the relationship between CA and WTPP. This study provides essential insights for producers and policymakers to develop more effective marketing strategies by considering health awareness, HB, and consumers’ economic limitations.

Exploring the critical attributes of robot chef restaurants and their impact on customer perceived value: a mixed-methods study

Purpose This study aims to explore the key attributes of robot chef restaurants and their influencing factors from the perspective of customers and analyzes how these key attributes affect customer perceived value. Design/methodology/approach A mixed-methods research design was used in this study. Using 473 online reviews and ratings (Study 1), the research summarized customers’ evaluations on three types of attributes (environment, service and food) and identified the key attributes along with their influencing factors. Subsequently, through field questionnaires (Study 2) involving 269 actual customers, structural equation modeling was used to analyze how the identified key attributes and their influencing factors impact customer perceived value. Findings This study reveals that customers in robot chef restaurants prioritize food attributes, particularly valuing food authenticity alongside food quality. In contrast to traditional restaurants, customers’ evaluations of food attributes in robot chef restaurants are significantly influenced by the competence of robot chefs. Notably, customers’ negative attitudes toward robots diminish the positive effects on both food quality and food authenticity. Practical implications To enhance customer perceived value, robot chef restaurants should concentrate on food attributes. They can achieve this by fostering a high-quality, authentic food experience through the elevation of robot chefs’ competence and by providing customer education. Originality/value This study expands research on the customer experience in robotic restaurants by proposing an integrated model determining factors that affect the perceived customer value.

Investigating the Role of Customer Value and Trust as Mediators in Flexibility’s Effect on Customer Loyalty

This study was divided into 3: exploratory research, descriptive research, and explanatory research. The quantitative approach of this study uses a survey method by taking samples from the population. This is a latent variable that is measured using a survey tool in the form of a survey. The survey was conducted by distributing questionnaires to the respondents. This research was conducted at PT. Nusa Prima Logistics Terminal Teluk Lamong by taking primary data, in the form of assessments or perceptions from respondents, so a survey was conducted by submitting a questionnaire directly to PT. Nusa Prima Logistics Terminal Teluk Lamong as 194 respondents. Quantitative data analysis was performed using Structural Equation Modeling (SEM) to answer the research hypothesis.

Gestión comercial y creación de valor en una entidad financiera

This scientific review aims to understand how commercial management and value creation are developed in a financial institution. To do this, studies have been reviewed, mainly based on Scopus, among others. Of all the studies found, only 32 were selected, given that they were the most accurate and consistent with the study topics, considering from 2001 to the present, exclusion and inclusion criteria were applied; as well as search keywords. During the investigation, it was found that banks use commercial management as an investment to attract customers using different advertising media, whether virtual or printed; As well as, they seek to provide and create value for customers, and thus satisfy them with the services and products they offer.

The effect of green perceived values on urban homeowners’ greening intention: the mediating role of green attitude

PurposeThe purpose of this paper is to examine the influence of urban homeowners’ green perceived values (i.e. green functional, emotional, ecological and aesthetic values) on their greening behavioural intention. The study further tested the mediating role of green attitude in the relationship between the green perceived value dimensions and greening intention through the theoretical lens of the customer value theory (CVT) and the theory of planned behaviour (TPB).Design/methodology/approachA quantitative survey design was employed for this study. Empirical data were drawn from 501 households in Ghana using a purposive sampling technique. The hypothesized relationships were analysed using structural equation modelling.FindingsThe results of this study revealed that urban homeowners’ intention to adopt greening behaviour is directly influenced by their perception of green functional, ecological and aesthetic values. In addition, the study found that green attitude partially mediated the links between homeowners’ green functional, ecological and aesthetic values and their greening intention. Green emotional value on the other hand did not have a significant direct effect on homeowners’ greening intention. However, it had an indirect effect on greening intention through green attitude. Thus, we can conclude that green attitude fully mediated urban homeowners’ perception of green emotional value and their greening intention.Originality/valueTo the best of the authors’ knowledge, this study is among the first to attempt to integrate the CVT and the TPB to understand urban homeowners’ greening intention. The study which focuses on Ghana provides new insights into the pathway for promoting voluntary greening behaviour within a developing country

The Role of Experiential and Viral Marketing Strategies in Increasing Brand Equity in Consumer Purchase Decisions for Tasikmalaya City Online Food Delivery Services

This study uses a descriptive quantitative approach with data collection through questionnaires and interviews from 400 respondents. Data analysis was carried out with a combination of exploratory and confirmatory factor analysis (CFA) and model feasibility testing using SEM-AMOS with the Service-Dominant Logic (SDL) approach. The results of the study indicate that experiential marketing and viral marketing have a positive and significant influence on brand equity and consumer purchasing decisions. In addition, increasing brand equity also has a positive impact on purchasing decisions. This study provides a practical contribution to the development of marketing strategies in the online food delivery service industry by emphasizing the importance of integration and interaction in creating value for customers.

The Effect of Service Quality and Customer Perceived Value The Intention To Do A Medical Check-Up With Patient Satisfaction as A Mediating Variable at Medika BSD Hospital

The intention to do MCU is a behavior after the patient has evaluated the quality of service, customer value, and patient satisfaction offered by health facilities. Low intention to perform MCU leads to a decrease in the number of patient visits in MCU units and leads to hospital losses. Data shows that the number of MCU patient visits in 2022 has decreased by 29.35% compared to 2021. Objective: To analyze the influence of service quality and customer perceived value on the intention to do MCU mediated by patient satisfaction. Methods: This study is a quantitative research and data collection using questionnaires. The number of samples was 135 respondents. This study uses the SEM method with the LISREL application for data analysis and SPSS for validity and reliability pretest tests. Results: Service quality has a positive and significant effect on customer perceived value. Service quality and customer perceived value have a positive and significant effect on patient satisfaction. Service quality, customer perceived value, and patient satisfaction have a positive and significant effect on the intention to do MCU. Service quality and customer perceived value have a positive and significant effect on the intention to do MCU mediated by patient satisfaction. Implications: This study has positive implications in helping hospital quality evaluation and marketing with the active role of the quality management system and hospital marketing system. Suggestion: The importance of socializing, monitoring and evaluating SOPs and MCU service flows. It is necessary to evaluate MCU patient satisfaction periodically to get an overview of service quality, and an active role of marketing is needed to carry out marketing strategies with the implementation of 7Ps, especially price, promotion, and process.

REVIEW: THE RELATIONSHIP OF DRUGS INFORMATION SERVICES TO CHRONIC PATIENT LOYALTY

Patient loyalty is one of the most important factors in drug therapy to achieve successful disease treatment. We conducted a literature review to examine the relationship between drug information services and chronic patient loyalty in pharmacies. The method used was a systematic examination of related studies and articles, using a qualitative approach. The first screening included 50 articles and excluded 9 articles, the second screening excluded 30 articles, and the final articles used in this review were 11 articles. The results showed that drug information services had a positive effect on patient loyalty through the mediation of patient satisfaction. The factors that influence drug information services include the type of drug information, competence of the pharmacist, interpersonal communication, and service time. The factors that influence patient loyalty include trust, commitment, customer value, and switching costs. Keywords: Drug information service, patient loyalty, patient satisfaction, service quality, pharmaceutical service quality, customer satisfaction.

Harnessing Artificial Intelligence for Hyper-Personalization in Digital Marketing: A Comparative Analysis of Predictive Models and Consumer Behavior

In this research, the impact of AI in improving the extent of hyper-personalization in digital marketing is explored by comparing and contrasting the outcomes of the various predictive models with consumers' behavior. With the change in customer demands, companies are now incorporating AI technologies in the production of services and products that cater to the customer's needs. Thus, the study uses quantitative and qualitative interviews to examine the extent to which the different types of predictive models can contribute to hyper-personalization initiatives. Studies show that organizations that have adopted hyper-personalization through AI reap significant benefits in terms of customer interaction, satisfaction, retention, and higher conversion rates arising from segmented marketing. However, data privacy issues and issues related to the ethical use of the data are also pointed out, which have to do with data responsibility. As such, the study establishes that applying best practices and developing superior and sophisticated forms of AI enables organizations to build valuable and relevant customer experiences that lead to organizational success in the current environment.

Value Creation Models of the Collaboration between MSMEs and Financial Technology Companies towards Innovation and Revenue Growth (A Study on Culinary MSMEs in Jakarta, Surabaya, and Medan - Indonesia)

This research examines the relationship and impact of value creation models from the collaboration between Micro, Small, and Medium Enterprises (MSMEs) and Financial Technology (Fintech) companies on innovation and revenue growth within MSMEs. Fintech revolutionizes the financial sector with digital solutions for various business processes, benefiting MSMEs by addressing financing, electronic payments, cash management challenges and other business matters. This study focus on value creations through MSME-fintech collaboration and their effects on innovation and revenue growth in MSME, while previous studies highlight fintech's advantages. The research questions include: (1) What value creations arise from the collaboration? (2) How do these value creations impact innovation and revenue growth in MSMEs? A structural equation model (SEM) using partial least square (PLS) methodology analyses the relationships and impacts of the value creation models. Data were collected from 178 culinary sector MSMEs in Jakarta, Surabaya, and Medan, Indonesia. Three of the five identified value creation models—new customer base, new value chain efficiency, and new customer value—significantly influence incremental innovation from MSME-fintech collaboration. Incremental innovation significantly boosts MSME revenue growth. Multi-group analysis shows micro enterprises have the highest revenue growth impact at 54.8%, compared to 47.0% for small enterprises, 51.5% for medium enterprises, and 50.5% for the overall MSME group. Specific value creation models foster incremental innovation, enhancing MSME revenue growth. This study provides insights into optimizing fintech collaborations for MSME financial outcomes and contributes to understanding the fintech-MSME dynamic, offering a foundation for future research.

Transforming luxury: young consumers' motivations towards purchasing virtual luxury non-fungible token wearables

PurposeThis study explores young consumers' motivations for purchasing Virtual Luxury Non-Fungible Token Wearables (VL-NFTs) from luxury brands, which are virtually crafted luxury wearables minted as blockchain-based NFTs. Specifically, it investigates the relationships among consumers' perceived value of VL-NFTs, engagement with NFTs and purchase intention and the mediating effect of consumer engagement with NFTs.Design/methodology/approachData were collected via an online survey of 504 young US consumers who had previously considered purchasing luxury fashion products and NFTs. Structural equation modelling was adopted for analysis.FindingsPerceived economic, functional (uniqueness) and experiential (self-directed pleasure and affiliation) values of VL-NFTs directly influenced consumers' purchase intention. While symbolic value (self-presentation and conspicuousness) did not significantly influence purchase intention, it facilitated consumer engagement with NFTs. Moreover, consumer engagement mediated the relationship between economic and functional values and purchase intention.Research limitations/implicationsThe sample was only comprised of young consumers, limiting the generalizability. Additionally, consumers may perceive VL-NFTs differently because of differences in past experiences and the varying VL-NFT types, necessitating further investigation on consumers' motivations across different types of VL-NFTs.Originality/valueThis study contributes to the existing literature by examining the importance of multifaceted perceived-value dimensions and engagement with NFTs in consumers' motivation for purchasing VL-NFTs through the lens of the customer value framework.

The effect of corporate social responsibility on customer engagement and citizenship behavior

AbstractDue to the hybrid‐competitive market and the economic crisis, consumers are more ethically concerned about companies failing to adhere to environmental and human rights standards. Thus, companies have implemented corporate social responsibility (CSR) initiatives to improve their ethical performance and establish the groundwork for sustainable growth and competitive advantage. Relationship marketing orientation (RMO) contributes to strengthen customers relationships and value co‐creation. Drawing from the stakeholder theory, this study aims to examine how CSR initiatives, that is, customer‐oriented and employee‐oriented, affect customer participation behavior (CPB) and customer citizenship behavior (CCB) in the banking sector. The main findings highlight a significant correlation between the CSR initiatives and customer value co‐creation behavior. Finally, by triangulating CSR, RMO, and value co‐creation, this study aims to provide more insights on RMO and CSR strategies for academicians and practitioners.

Knowledge sharing and sustainable competitive advantage: Mediating role of innovation culture and MSMEs business performance

This research aims to investigate how business performance (BP) and innovation culture (IC) mediate the relationship between knowledge sharing (KS) and sustainable competitive advantage (SCA) of MSMEs operating in Yogyakarta, Indonesia. The survey method was employed to gather the necessary data for this research. The population and sample consisted of 50 MSMEs. The unit of analysis in this study is the MSMEs fashionpreneur Jogja Fashion Dunia Incubation Program, which is represented by the owner and manager, who also serves as the respondent. The analysis method employed in this research is Partial Least Squares (PLS) using SmatPLS 4 software. The investigation results demonstrate that knowledge sharing has a significant impact on both the innovation culture and long-term competitive advantage. Additionally, the study reveals that the innovation culture significantly influences business performance and lasting competitive advantage. However, it is worth noting that business performance does not have a noticeable effect on sustainable competitive advantage. Furthermore, the study indicates that the relationship between knowledge sharing and sustainable competitive advantage is mediated by the innovation culture. On the other hand, when business performance acts as a mediator, the effect of the innovation culture and knowledge sharing on competitive advantage is indiscernible. To create exceptional customer value, policymakers and MSME management must showcase a firm dedication to innovation and connect it to supply chain agility, also known as SCA. Ultimately, this will result in comprehensive and enduring business performance.