Foster Customer Research Articles

Does Food Safety Build Customer Trust? The Mediating Role of Perceived Risk in Food Delivery Service in Bangkok during the COVID-19 Pandemic

This research investigated the role of perceived food safety on customer trust and its mechanism via perceived risk in the food delivery service business during the COVID-19 pandemic. Survey data were collected from 600 food delivery customers in the Bangkok area. However, only 505 sets of questionnaires were completed and returned to the researcher with a response rate of 84.16%. The data were proceeded using WarpPLS 7.0 program to perform partial least squares Structural Equation Modeling (SEM), which was proven suitable for this research. The results showed that perceived food safety could directly promote customer trust (β=0.528; p<0.001). On the other hand, it can also indirectly foster customer trust by decreasing perceived risk (β=-0.123; p=0.003), which will eventually promote customer trust (β=-0.179; p<0.001). In other words, perceived risk partially mediates the association between perceived food safety and customer repurchase intentions (t=2.273; p=0.022). Therefore, customers' trust can be built by providing food safety standards to foster their confidence and perceive minimal risk levels. The findings provided additional empirical evidence of marketing knowledge that the social exchange theory can explain. The results can be applied as a guideline for food delivery service businesses to escalate their service and standards to build customer trust and gain competitive advantages, particularly during pandemics when customers are more health-conscious than ever.

Effects of online brand community rituals on customer citizenship behavior: exploring the sequential mediation mechanism

PurposeFew extant studies have focused on digital rituals and investigated the relationship between them and customer citizenship behavior in the context of online brand communities (OBCs). This study aims to examine the sequential mediation mechanism of emotional energy and spiritual brand identification under interaction ritual theory and identifies membership prototypicality as the moderator.Design/methodology/approachAn online investigation of 515 OBC users was conducted to gather data, and structural equation modeling was applied to test the hypotheses.FindingsThe empirical results revealed that OBC rituals were positively related to customer citizenship behavior. Emotional energy and spiritual brand identification could play mediating roles in the relationship between OBC rituals and customer citizenship behavior. Furthermore, there existed a sequential mediation mechanism with emotional energy as the first mediator and spiritual brand identification as the second. The effect of OBC rituals on emotional energy was more significant for peripheral members than prototypical members.Practical implicationsManagers of OBCs should conduct various ritualistic strategies to stimulate users to perform customer citizenship behaviors. Discrete ritualized activities should be intended for members of different prototypicalities.Originality/valueThis study provides a profound insight on how OBC rituals foster customer citizenship behavior and is among the first to explore such a relationship. It also investigates the sequential mediation mechanism, thus broadening the research on the influencing processes of OBC rituals on customer citizenship behavior.

Tangible and intangible hotel in-room amenities in shaping customer experience and the consequences in the with-corona era

PurposeThis study aims to draw on customer experience theory to shed light on how hotel in-room amenities foster customer experience, which continues to form brand attitude and loyalty before and during the pandemic. Also, this study assesses the impact of the pandemic in the relationships among proposed constructs on the basis of risk perception theory.Design/methodology/approachA quantitative approach was deployed using a total of 379 responses, for evaluating the measurement model through confirmatory factor analysis and testing proposed hypotheses through structural equation modeling.FindingsThe findings provide initial support for the predictions, except for the influence of brand attitude on brand loyalty before the pandemic. Particularly, the analysis results observe that the effect of tangible amenities on customer experience was stronger before the COVID-19, whereas the impact of intangible amenities on customer experience is greater during the pandemic. Furthermore, the results validate the significant moderating influence of the COVID-19 pandemic in the path between customer experience and brand loyalty.Practical implicationsThis present study guides hotel professionals to be more effective in the management of appropriate in-room amenity to create a satisfactory customer experience, which contributes to brand loyalty in the with-corona era.Originality/valueThe study differs from earlier studies in that it investigates how the pandemic changes the role of hotel in-room amenities on customer experience, which, in turn, increases brand attitude and brand loyalty for the first time.

Effect of Service Quality on Patient Satisfaction with the Hospital's Image as a Moderator at Royal Prima Hospital Medan

Customer loyalty has become an interesting issue in the field of marketing. This customer loyalty arises because of the influence of the satisfaction felt by customers. Imaging is an important stage for hospitals because it can encourage customer loyalty. Customer service is a very important element to foster customer satisfaction which ultimately fosters loyalty to customers. This study aims to examine the influence of hospital image and service quality on customer loyalty through patient satisfaction. This research method is a descriptive quantitative conducted at RSU Royal Prima Medan in July 2022. The total population of outpatients and inpatients using hospital services in the last 3 months ± 35,456 people with an average per month of ± 11,818 patients. The minimum sample using the sem structural equation modeling (SEM) analysis technique was determined by 100 people. Sample determination technique using nonprobability sampling method purposive sampling approach. Data analysis using bivariate and multivariate with multiple regression analysis models and simulates hypothesis assessment using the F test and T-test. The calculated F value of 45,213 is greater than that of F table 3.07 with a sig of 0.002 < 0.05. The Service Quality Variable has a calculated t of 4.522 and a t table value of 1.977 then the calculated t value of > t tabel at α=5% (4,522>2,627) with a significant value of 0.002 is less than 0.05 (0.002<0.05), so the results of the H0 study were rejected and H1 was accepted. The conclusion of the Service Quality variable (X1) and the Image variable (X2) partially had a significant effect on Patient Loyalty (Y) at Royal Prima Hospital Medan. The result of the value of the coefficient of determination (Adjusted R Square) is 0.460. This shows that 46% of the Patient Loyalty variable (Y) can be explained by the service quality variable (X1) and the Image variable (X2), while the remaining 64% is a variation of other variables that are not described in this study, for example, discipline, leadership, and so on.

Paths toward advanced service-oriented business models: A configurational analysis of small- and medium-sized incumbent manufacturers

The present article contributes to the theory of Business Model Innovation by incumbent firms via digital servitization. Our research explores the conditions affecting manufacturers' ability to innovate their business models by developing and supplying advanced, digitally-based services. The authors performed a Qualitative Comparative Analysis via a qualitative investigation of the novel business models adopted by 19 Italian small- and medium-sized incumbent manufacturers. Our study found a series of theoretically relevant causal factors for the targeted outcome variable: size and investments, customer intimacy, and external service suppliers are crucial paths for developing successful digitally-based advanced services. The findings suggest three managerial implications: first, managers must capitalise on corporate knowledge and assets, mapping and leveraging useful people and technologies. Second, they should seek external service providers related to technology and strategy/organisation to help them update the value proposition. Third, they must build and foster customer intimacy and capitalise on key customers, either leveraging the extant sales/field service structures or envisioning new direct data exchange channels.

Relating Innovativeness to Customer’s Satisfaction in Public-Sector Banks: Moderating Role of Top-Management Support

In recent years, business organizations have been compelled to compete in the competitive environment and to advance innovativeness, provide improved product and service quality and respond effectively to dynamic demands and preferences. Studies on corporate entrepreneurship are now common in Pakistan. Although most of the studies tend to explore the link between corporate entrepreneurship & a firm’s growth, however, there is also a need to check the relationship of corporate entrepreneurship with other elements of growth. Therefore, this study tries to explore the effect of innovation as a part of corporate entrepreneurship on customer’s satisfaction with the reference of middle-level management of public sector banks. Data was collected through a structured questionnaire which was analyzed through SMART-PLS. The results indicate that there is a definite relationship between corporate entrepreneurship and customer satisfaction, whereas the support of top management is also a potent variable in the context of public sector banks. This study, therefore, will be beneficial for increasing understanding and theory building criteria. The empirical findings of the study also reflected that innovation is a significant predictor of customer satisfaction and moderation of top management support is significant to foster customer satisfaction. The study offers managerial implications and future research recommendations on the basis of the findings.

Kvalitet brenda, potrošačke emocije i odluke o kupovini mašina za pranje veša

The largest number of studies on the determinants of the consumer's decision to purchase washing machines have explored the influence of the price, the product quality, the perceived value and related constructs without the effects made by consumption emotions. Therefore, the purpose of this study is to determine the impact of brand quality, consumption emotions and socioeconomic factors on the consumer's decision to purchase washing machines in Nigeria's Delta State. The data used in the study were obtained from a cross-section of 385 consumers drawn from Asaba, Sapele and Warri, the three most populous towns in Delta State. The results show that brand quality, consumption emotions and socioeconomic variables, such as the household size, the education level and income are the significant determinants of a decision to purchase washing machines in the study area. The significance of emotions as predictors of a purchase decision underscores the need for manufacturers of electrical home appliances to ensure that the design and functionality of their products elicit the positive emotions that will foster customers' attachment and loyalty to a brand in order for the manufacturers to maximize their revenue and sustain a profit.

Effect of Employee-Customer Interaction Quality on Customers' Prohibitive Voice Behaviors: Mediating Roles of Customer Trust and Identification.

Given that customer voice behaviors are confused with customer complaint behaviors in usage, this study thoroughly explains the essential differences between the two constructs. On that basis, this study investigates how employee–customer interaction (ECI) quality affects customers’ prohibitive voice behaviors, which is an crucial type of customer voice behaviors, by examining customer trust and identification as mediators. Data from 395 restaurant customers are collected and analyzed using structural equation modeling. Results show that ECI quality positively affects customers’ prohibitive voice behaviors. In this effect, customer trust and identification play direct and sequential mediating roles. This study contributes theoretically to the current knowledge by clearly distinguishing customer voice behaviors from customer complaint behaviors and by providing new insights into the mechanism of customers’ prohibitive voice behaviors from the perspectives of service interaction and relational benefit enhancement. The practical implications of this study can help pointedly foster customers’ prohibitive voice behaviors.

PENGARUH KUALITAS PELAYANAN DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN PRODUK INDIHOME DI KOTA SURABAYA

Entering the era of the industrial revolution 4.0, human life will never be separated from the existence of technology. Currently the internet network has become a primary need for humans. This indirectly opens up business opportunities for internet network provider companies, especially in Indonesia. Indihome as one of these companies, is required to provide and maintain their best service quality so that they can provide a positive brand image to the public. This will ultimately foster customer loyalty which will help Indihome in an effort to maintain their market share. This study aims to examine whether service quality and brand image have a simultaneous and partial influence on Indihome customer loyalty in the city of Surabaya. The number of samples used were 120 respondents who were determined using the Accidental Sampling method. The data analysis technique used multiple linear regression analysis. The results of the analysis show that service quality and brand image simultaneously and partially have a positive effect on customer loyalty

PENGARUH KUALITAS PELAYANAN DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN PRODUK INDIHOME DI KOTA SURABAYA

Entering the era of the industrial revolution 4.0, human life will never be separated from the existence of technology. Currently the internet network has become a primary need for humans. This indirectly opens up business opportunities for internet network provider companies, especially in Indonesia. Indihome as one of these companies, is required to provide and maintain their best service quality so that they can provide a positive brand image to the public. This will ultimately foster customer loyalty which will help Indihome in an effort to maintain their market share. This study aims to examine whether service quality and brand image have a simultaneous and partial influence on Indihome customer loyalty in the city of Surabaya. The number of samples used were 120 respondents who were determined using the Accidental Sampling method. The data analysis technique used multiple linear regression analysis. The results of the analysis show that service quality and brand image simultaneously and partially have a positive effect on customer loyalty

The Impact of the No-Plastic-Bag Campaign on Customer Repurchase Intentions and its mechanism in the Modern Trade Business in Bangkok

This research investigated the impact of the no-plastic-bag campaign on customer repurchase intentions in the modern trade business in Bangkok. Six hundred customers of modern trade stores in Bangkok were initially approached using a stratified random sampling method, but only 418 of them participated in this survey. The partial least squares structural equation results indicated that the no-plastic-bag campaign promotes customer repurchase intentions (β=0.098; p=0.038). Also, the no-plastic-bag campaign could indirectly foster customer repurchase intentions via both enhancing brand image (t=7.379; p<0.001) and increasing customers’ perceived value (t=2.806; p<0.001). Therefore, it can be concluded that the no-plastic-bag campaign benefits modern trade businesses, promoting customer repurchase intentions by enhancing their brand image and customer perceived values. This research also explored the mediating roles of brand image and perceived value on the relationship. These findings provide new knowledge of the no plastic bag campaign’s contribution to customer repurchase intentions which has not yet been investigated, and the mechanism linking them together. The results can be applied as a guideline to other modern-trade businesses or other businesses to enhance their brand image and promote customer repurchase intentions, which is crucial to sustainable business accomplishment.
 This research investigated the impact of the no-plastic-bag campaign on customer repurchase intentions in the modern trade business in Bangkok. Six hundred customers of modern trade stores in Bangkok were initially approached using a stratified random sampling method, but only 418 of them participated in this survey. The partial least squares structural equation results indicated that the no-plastic-bag campaign promotes customer repurchase intentions (β=0.098; p=0.038). Also, the no-plastic-bag campaign could indirectly foster customer repurchase intentions via both enhancing brand image (t=7.379; p<0.001) and increasing customers’ perceived value (t=2.806; p<0.001). Therefore, it can be concluded that the no-plastic-bag campaign benefits modern trade businesses, promoting customer repurchase intentions by enhancing their brand image and customer perceived values. This research also explored the mediating roles of brand image and perceived value on the relationship. These findings provide new knowledge of the no plastic bag campaign’s contribution to customer repurchase intentions which has not yet been investigated, and the mechanism linking them together. The results can be applied as a guideline to other modern-trade businesses or other businesses to enhance their brand image and promote customer repurchase intentions, which is crucial to sustainable business accomplishment.

Effect of achievement-related gamification on brand attachment

PurposeThis research draws on self-determination theory and self-construal theory to investigate the effects of achievement-related gamification features on customers' brand attachment in online brand communities.Design/methodology/approachSurvey data (N = 523) were collected from customers of typical gamified online brand communities. The research model was examined with structural equation modeling using SmartPLS 3.2.FindingsAchievement-related gamification features positively affect customers' brand attachment via the intrinsic motives of autonomy, competence and relatedness, but not extrinsic motives. Relatedness motive exerts the strongest mediating effect between achievement-related gamification features and brand attachment, followed by competence and autonomy. Moreover, interdependent self-construal positively moderates the effects of achievement-related gamification features on intrinsic (autonomy, competence and relatedness) and extrinsic motives.Originality/valueTheoretically, this study contributes to the brand marketing literature by identifying gamification as a new antecedent for brand attachment. It also contributes to the gamification literature by demonstrating that achievement-related gamification features strengthen brand attachment via intrinsic motives but not extrinsic motives in the specific context of the online brand community. Meanwhile, the relatedness motive exerts the strongest mediating effect between achievement-related gamification features and brand attachment, followed by competence and autonomy. Moreover, this research provides the first empirical evidence that interdependent self-construal moderates the effects of achievement-related gamification features on intrinsic and extrinsic motives. Practically, managers can learn from the results that achievement-related gamification features should be designed to foster customers' intrinsic motives and brand attachment, especially those high in interdependent self-construal levels.

KAJIAN MINAT BELANJA ONLINE PAKIAN READY TO WEAR PLUS-SIZE

It is very important for a clothing brand, have a clear understanding about their target market. Clothing brands in Indonesia are starting to look at plus-size women as a potential growing market, especially for online shopping. One brand must pay attention to both products and the online shop. It is essential for a clothing brand to have their own online shop service in this day and age, especially for clothing brands that have a particular target market, such as the plus-size women. Based on previous research, the plus-size women are starting to lose their interest in online shopping because of the unfulfilled expectations in designs, size precision, quality as well as the online shopping experience itself. We were using two research methods, by spreading questionnaires and direct interviews. We gathered information from 79 responders of plus-size women with clothing size starting from XXL and larger, age range between 26 to 40+ years old at 23 -25 July 2020. We used two techniques, SPSS and The Rank Spearman & Kendall Tau method. SPSS are used to process the quantitative data to find the correlation between the clothing designs, sizes, and quality as well as the shopping experience. The Rank Spearman and Kendall Tau method are used for the correlation tests. There are several results. There is a relationship between the variables of design, size, quality, and a positive shopping experience however, quality falls into a very weak category. Body shape can be the basis for determining the design and size of the products. Several factors, such as colors, patterns, and materials, are in accordance with the desires of plus-size consumers. There is a greater chance of using the pre-order system. Optimization of websites that are used as showcases by using educational content on clothing styling and standardization of product specifications in order to create high engagement so as to foster customer trust. Further studies need to prove the efficiency of the user interface in accordance with the design recommendations.
 
 Keywords: ready to wear; plus-size; consumer’s shopping interests; online shopping

Additive manufacturing in community pharmacies: a framework for business model innovation

BackgroundAdditive manufacturing offers new opportunities in that it brings the preindustrial production back into community pharmacies.MethodsThis study was based on the qualitative research methodology of action research. The 55 domains...

Does employee willingness to take risks affect customer loyalty? A moderated mediation examination of innovative behaviors and decentralization

PurposeThis study aims to build on the trait activation and interactionist perspective theories to investigate the effect of frontline employees’ (FLEs) willingness to take risks on hotel guest loyalty by assessing the mediating role of their innovative behaviors. It also examines whether decentralization strengthens the positive impact of willingness to take risks on innovative behavior and, subsequently, customer loyalty.Design/methodology/approachThe authors collected multilevel data from various sources – hotel FLEs (n = 183), hotel operation managers (n = 46) and hotel guests/customers (n = 266) – from five-star hotels operating in Dubai. Structural equation modeling and PROCESS macro (version 3.5) were used to analyze the data.FindingsThe findings showed that willingness to take risks indirectly (via innovative behaviors) affects guest/customer loyalty positively. This effect is strengthened when the hotel is decentralized.Practical implicationsThis study provides insight into how hotel managers can foster customer loyalty. More specifically, they can do so by establishing employees’ innovative behaviors triggered by employees’ positive personality traits and by giving employees more autonomy.Originality/valueThe present study addresses recent calls to investigate the positive impact of FLEs’ personality traits, attitudes and behaviors on customer loyalty.

Creating advocates: understanding the roles of CSR and firm innovativeness

Although previous studies revealed the positive effect of CSR perceptions on customer behaviour, the relationship between CSR and perceived firm innovativeness (PFI) has been underexplored. The purpose of this paper is twofold. First, it attempts to propose and validate a model to comprehend the relationship between CSR and PFI. Second, it aims to investigate the mediating role of corporate image stemming from CSR and PFI in order to foster customer advocacy intentions. Data were collected from 360 customers of the retail banking industry in Pakistan, and the results indicate that customers’ CSR perceptions directly and positively influence PFI. Interestingly, corporate image fully mediates the relationship between PFI and advocacy intentions, whereas it plays a partial mediation role in the CSR-advocacy intentions relationship. The findings of this research expand the corpus regarding the roles of CSR and PFI in creating advocacy intentions among customers through the corporate image.

PENGARUH CITRA MEREK DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN MELALUI VARIABEL KEPUASAN PELANGGAN

Abstract�PT Pos Indonesia (Persero) as a State-Owned Enterprise (BUMN) which carries out the mission of postal mail and postal parcel courier services in Indonesia with premium products, Special Express Post is a delivery service with a maximum travel time of 4 days that reaches the recipient quickly, precise, safe and reach all parts of Indonesia. One strategy to foster customer satisfaction that leads to customer loyalty is the formation of a brand image and the best possible service quality in the minds of postal customers.The research method used in this research is descriptive verification with a quantitative approach, to determine the significant relationship between the variables of brand image, service quality to customer satisfaction and customer loyalty. The population in this study were customers of the Kuningan Post Office, users of special express mail delivery services, amounting to 1,769. Techniques and data sources were obtained from literature studies and questionnaires to 298 respondents who were designated as samples with a significance level of 5%.The results of the hypothesis test indicate that the variables of brand image and service quality partially have a positive and significant effect on customer satisfaction. Customer satisfaction variables partially have a positive and significant effect on customer loyalty. Brand image variables partially have a positive and significant effect on customer loyalty. Service quality variable partially does not have a significant effect on customer loyalty. Simultaneously, brand image and service quality have a positive effect on customer satisfaction and loyalty.�Keywords: Brand Image; Service Quality, Customer Satisfaction, Customer Loyalty.

Analysis of the Relationship Between Consumer-Based Brand Equity, Experiential Marketing, Customer Satisfaction, and Customer Loyalty at Starbucks Coffee in Karawang

This study aims to analyze the relationship between consumer-based brand equity, experiential marketing, customer satisfaction, and customer loyalty at Starbucks Coffee in Karawang. One of the marketing approaches to support the creation of customer loyalty is to market products using experiential marketing. By integrating the elements of emotion, logic, and general thought processes, a relationship with customers can be built which can not only increase customer satisfaction but also foster customer loyalty. The number of samples studied was 110 respondents via the internet, customers who had visited Starbucks Coffee in Karawang using non-probability sampling. The analytical tool used descriptive analysis and multiple regression methods. The results showed that the dimensions of consumer-based brand equity, namely physical quality, ideal self-congruence, and lifestyle congruence are factors that have a positive effect on customer satisfaction. However, staff behavior does not affect customer satisfaction. The experiential marketing dimension consisting of feelings, thoughts, and actions also has a positive relationship with customer satisfaction, although feelings do not affect customer satisfaction. In the evaluation of customer satisfaction, it is proven that customer satisfaction has a significant effect. This shows that the higher the customer satisfaction, the higher the loyalty of the Starbucks Coffee Karawang outlet customers

EMPLOYEE ENGAGEMENT: TYPES, LEVELS AND RELATIONSHIP WITH PRACTICE OF HRM

Human resources are important assets of every organization. Recruitment and selection play an effective role in improving the organizational performance, because recruitment directly is relating with employee engagement. Employee engagement has emerged as a popular organizational concept in recent years. Employee engagement, strangely enough, has been a crucial priority of HR since before the term was using. It has become one of the leading priorities of human resource practitioners and senior managers in the organization today, so employee engagement has generated great deal of attention among many human resource practitioners. In present day, where is large-scale competition in the market, it is necessary for the organization to have engaged workforce for the survival and smooth functioning of the organization. Every organization wants to make the best utilization of its human resources in order to achieve competitive advantage in the market. When employees are engaged in their work, they have good relationships with their co-workers and working environment becomes better, are not only happy in their job, but also translate that satisfaction into higher productivity and profitability of the organization. High levels of engagement promote retention of talent, foster customer loyalty and improve organizational performance and stakeholder value. The paper discusses theoretical approaches to the significant concept and phenomenon of today – employee engagement and the factors behind it. In addition, the paper examined the type of employee engagement, problematic of individual and organizational engagement that affects organizational decisions. The aim of article is to identify the distinctive features of two types of engagement in the scientific literature employee engagement and organizational engagement, also connections reflecting the possible role of human resource management practices in the process of management of employee engagement. The purpose implies tasks: to reveal the essence of engagement and the factors that determine it ; also is presented a theoretical model of interfaces. The research methodology is the theoretical modeling of the phenomenon employee engagement from a human resource management perspective. The article is presenting in different sections such as meaning and concept of employee engagement, importance and factors influencing employee engagement and impact of employee engagement on organizational performance. The article consists of three logically interconnected parts. The introduction justifies relevance topics. The main part provides a review of literary sources, in which the authors examine the typology of engagement, distinguish types such as job engagement and organizational engagement. This section analyzes the relationship between characteristics and the influence of their design on employee engagement. This section also analyzes the conditions of formation and the results of the manifestation of employee engagement at the individual organizational levels, describes the connection of various aspects of this state with the practice of human resources management. In the final part, is given a theoretical model developed by the author – the main result of the article. It is a hypothetical model of the structure of employee engagement and how various human resources management practices shape employee engagement and how individual engagement of an employee transforms into a competitive advantage of organization. Data sources for the theoretical study described in this article are publications on the topic of engagement of such highly rated publications like Journal of Applied Psychology, Journal of Occupational and Organizational Psychology and The International Journal of Human Resource Management. The value of the results. This paper may serve as the basis for further research in the field of employee engagement generally and individual additional variable components. Research conclusions may have be used to build the organizational policy of the company in relation to the system human resource management.

Coupled Charging-and-Driving Incentives Design for Electric Vehicles in Urban Networks

Electric Vehicles (EV) impact urban networks both when driving (e.g., noise and pollution reduction) and charging. For the electrical grid, the flexibility of EV charging makes it a significant actor in “Demand Response” mechanisms. Therefore, there is a need to design incentive mechanisms to foster customer engagement. A congestion game approach is adopted to evaluate the performance of such electrical transportation system with multiple classes of vehicles: EV and Gasoline Vehicles. Both temporal and energy operating costs are considered. The latter is nonseparable as it depends on the global charging need of all EV, which is scheduled in time by a centralized aggregator in function of nonflexible consumption at charging location. Thus, driving and charging decisions are coupled. An adaptation of Beckmann’s method proves the existence of a Wardrop Equilibrium (WE) in the considered nonseparable congestion game; this WE is unique when the charging unit price is an increasing function of the global charging need. A condition on the nonflexible load is given to guarantee the monotonicity of this function. This condition is tested on real consumption data in France and in Texas, USA. Optimal tolls are used to control this electrical transportation system and then computed in order to minimize an environmental cost on a simple network topology.