Customer Involvement Research Articles

Exploring the circular last mile: reusable packaging in home delivery of food and groceries using a design science approach

ABSTRACT The market for home deliveries of food and groceries has been growing in the last years, and with it so have the associated environmental impacts: emissions from the delivery routes, energy for the cold chain and packaging waste are some of the main concerns. The purpose of this paper is to contribute with knowledge to support the development and implementation of circular retail supply chains, with focus on customer involvement and logistics operations in home deliveries of food and groceries. This study is based on a design science approach that follows three main steps: (1) development of the ‘circular delivery concept’ (i.e., the artefact), (2) field-test in real-life conditions and (3) key-learnings and implications on theoretical, managerial, and policy domains. The feedback from the actors involved in the concept (customers, production/warehouse staff, delivery drivers and e-tailer management) was collected through semi-structured interviews, observations, and workshops. Results show potential of the circular delivery concept at test, with customers and delivery drivers recognising positive aspects and a good potential from the new setting. The warehouse staff and the management board, were, however, sceptical of the concept and expressed concerns on the practicability to scale it up because of the challenges in operationalising it in the warehouse. The main barriers found in this study relate to the need to implement new processes for circular supply chains in efficient and cost-effective ways, and to get customers more actively involved and to assume their responsibilities. For the latter, the added value needs to be conveyed more clearly and pragmatically so that the customer recognises its value as obvious and clear. Managerial and policy implications were deduced, as well as theoretical implications that contribute to the theory of consumption value.

Sound in mode on: how sound stimuli influence customer engagement?

AbstractThe objectives of this research are as follows: (i) to study whether the presence of sound stimuli influences customer engagement; (ii) to assess this effect on different dimensions of customer engagement (sensory experience, approach-avoidance response, and emotional response); and (iii) to study whether product type and customer involvement moderate the effect of sound on customer engagement. This research analyzes the effect of two different sound stimuli for two different product types on two digital channels. The experimental design for Study 1 is a 2 sound (sound associated with the product vs. no sound) × 2 product type (hedonic vs. utilitarian) displayed in a social network (Instagram) environment. The experimental design for Study 2 is a 2 sound (voiceover vs. no sound) × 2 product type (hedonic vs. utilitarian) displayed in a blog. Both studies additionally incorporate measured variables, with a particular focus on customer involvement (low and high). A total of 512 participants interacted with a condition and then completed a questionnaire. The presence of sound increases customer engagement in the sensory experience and approaching response. The interaction of sound (voice-over) and the hedonic product positively influences the emotional response, and customer involvement negatively moderates the influence of sound on the sensory experience.

The Impact of Automobile Features on Co-Creation: The Mediating Role of Customer Engagement

In the new reality, passively valued consumers have become more active. Consumers desire to create shared value through their interactions. The interaction between the company and the customer is central to shared co- creation. Networked, empowered, informed, and active individuals in the co- creation process are becoming the key element of value creation between people and businesses. Value, shaped as customer experience, becomes a platform for all. This study examines the relationships between automotive features, co-creation, and customer involvement among Turkish automobile owners. A theoretical model considering the interactions between these components is offered to achieve this goal. The model was evaluated with data from 435 Turkish car users. The findings reveal that automobile features and consumer participation significantly influence co-creation. On the other hand, it is concluded that customer engagement mediates the relationship between automotive features and co-creation.

The role of customer engagement in relationship quality with a resale platform

Online communities are often used to establish customer engagement. This study focuses on the antecedents (i.e. involvement, anonymity) and consequences (i.e. brand relationship quality) of engagement in an online resale community. Data are obtained through a survey of 298 resale platform customers in the United States. Partial least squares–structural equation modeling is applied for data analysis. The findings of this study reveal that customer involvement and perceived anonymity within the community positively affect the three dimensions of engagement: creation, contribution, and consumption. The results also show that engagement affects both the cognitive and affective qualities of brand relationship quality, producing a significantly positive effect on behavioral intention. This study contributes to existing marketing studies by developing an integrated framework for community engagement and brand relationship quality in the online resale context.

Can reusable packaging revolutionise e-commerce? Unveiling the environmental impact through a comparative carbon footprint analysis

E-commerce is a rapidly growing, evolving sector. Its environmental impact has also increased, with shipping packaging being a key contributor. The sector is, however, struggling to tackle this environmental impact, as well as to follow new packaging regulations. Previous studies on reusable packaging have predominantly been qualitative or concentrated on material selection, overlooking essential elements of supply chain design and consumer behaviour. Industry reports attempting to quantify the sustainability of reusable packaging have produced varied results that lack generalisability or transferability to other contexts. Consequently, it is difficult to determine the actual environmental sustainability of reusable packaging in e-commerce. In this research, we assess the carbon footprint of reusable packaging in e-commerce, through a comparison of eight case studies. A multiple case study approach is followed, employing an embedded design where more than one unit of analysis is explored in each case. We evaluate the CO2 emissions of all processes related to the circular supply chain of reusable packaging employing a method that can evaluate different solutions and situations and a sensitivity analysis. Findings highlight three specific factors influencing the carbon footprint of reusable packaging: (1) reusable packaging material, (2) return and reuse rate, and (3) supply chain design (i.e., centralised versus decentralised design, travel distance, transport mode). For the same type of reusable packaging, we found that polyester generates 215% more CO2 emissions than cardboard in production and waste management. However, by analysing the same reusable packaging and supply chain, these same emissions can drastically increase if the return and reuse rate decreases. Changes in the return and reuse rate mainly linked, among others, to customer behaviour and involvement. Furthermore, for the same reusable packaging and return and reuse rate, a decentralised supply chain can reduce the CO2 emissions compared to a centralised structure. Interestingly, reusable packaging is environmentally sustainable long before it reaches its maximum life cycle. Most of the analysed solutions were more environmentally friendly than a cardboard box when they reached 10% of their estimated life cycle.

Nexus between customer relationship management dimensions, customer involvement and customer retention: a mediation analysis in Ghana’s hotel industry

PurposeThis research investigates the role of customer involvement (CINV) in customer relationship management (CRM) dimensions and customer retention (CR) in Ghana’s hotel industry.Design/methodology/approachThis quantitative-based explanatory research obtained primary data via structured questionnaires from 277 hotel customers in Ghana, processed it with SmartPLS4.0 software, and analysed it with structural equation modelling.FindingsCRM dimensions (CRM-based technology, managing knowledge and personalisation of services) and CINV positively affect CR. Also, CINV partially mediates the interactions between the CRM dimensions and CR in Ghana’s hotel industry.Research limitations/implicationsThe study is geographically limited to hotels in Ghana and conceptually limited to three CRM dimensions, CINV and CR. Methodologically, the study was limited to the quantitative approach. However, our outcomes imply that hotels in Ghana that invest in relevant CRM dimensions would improve CR. CRM-CR association can also be improved through CINV.Practical implicationsThe study outcomes imply that when Ghanaian hotels implement the CRM dimensions and foster active CINV, their customers’ retention will improve significantly. Hence, CRM and CINV are prerequisites for enhancing CR in Ghana’s hotel industry.Originality/valueThe study offers valuable contributions to the current literature on CRM, consumer behaviour and hospitality management, especially in a developing economy context. Its novel contribution, the mediating role of CINV, would advance CRM studies in the hospitality sector.

Pengembangan Website Koleksi Buku untuk Income Cafe Atelir Ciremai

Development of the Book Collection Website for Ciremai Atelier Cafe is an effort to utilize digital technology to improve cafes' services and income. In an era where internet use is increasingly widespread, the website becomes crucial for businesses in expanding reach and increasing customer involvement. Through needs analysis, careful website design, and the development of relevant features, this research aims to provide practical solutions to meet users' needs and improve their experience in exploring the collection of cafes. Features such as sophisticated book searches, user reviews, online payment systems, and website barcode integration have become the main focus in strengthening interactions between cafes and customers. The website's main page provides users with a user-friendly experience through attractive and informative designs, while comprehensive book information ensures easy and complete access. In conclusion, this website development offers opportunities to increase the presence of online cafes, expand customer bases, and strengthen relationships with existing customers while bringing more diverse and attractive reading experiences to the public.

Digital Marketing Strategies and their Impact on Consumer Behavior

The advent of digital marketing has greatly altered customer behavior by altering the way in which companies communicate with their target audiences. The effects of different digital marketing methods on customer actions are discussed in this article. Content marketing, social media marketing, SEO, email marketing, and influencer marketing are some of the key tactics that are addressed. Research shows that these tactics increase customer involvement, familiarity with the brand, and ultimately, sales. The goal of content marketing is to increase customer trust and loyalty by providing them with high-quality, relevant material. In order to increase brand awareness and customer engagement, social media marketers use sites like Twitter, Instagram, and Facebook to build tailored and interactive campaigns. With search engine optimization (SEO), companies may increase their online presence and more effectively reach their target audience. One of the most effective ways to reach out to customers, build rapport, and increase sales is through email marketing. Influencer marketing leverages preexisting trust networks to sell items in a genuine way by teaming up with people who have large online followings. Not only do these tactics affect the whole buyer experience, from awareness to post-purchase assessment, but they also significantly affect consumers' views and preferences. The study highlights the need of comprehending customer behavior and psychology in order to customize digital marketing campaigns successfully. It also stresses how important it is for companies to keep up with new technology and trends if they want to be competitive. Businesses may improve marketing strategies, get insights into consumer preferences, and boost customer happiness by employing data analytics. The report finds that the most effective way to influence customer behavior and achieve corporate goals is through an integrated approach that combines numerous digital marketing methods.

A Study Examining the Customer Service Experience Using the Partial Least Square (PLS) Approach, with a Particular Focus on Personal Interaction Encounters and Customer Involvement

The relationship between academic achievement, student happiness, and the quality of academic services provided by university staff is a critical issue in Malaysian public higher education. This correlation highlights the importance of understanding the factors that influence the interactions between academic staff and students. Knowledge of the variables affecting how academic staff members and service encounters interact is quite important. This study aims to examine the influence of personal interaction encounters and customer involvement on the level of customer service experience provided by academic staff at Malaysian public universities. To gather data from 454 academic faculty members at Malaysian public universities, a self-administered questionnaire was developed. PLS 4.0 was used in this work and proportionate stratified random sampling was utilized. The results showed significant relationships between consumer involvement and personal interaction encounters with customer service experience. By acknowledging and addressing these variables, Malaysian public universities can foster more positive and productive interactions between staff and students or other stakeholders, ultimately improving the academic experience.

Customer-driven innovation: examining the nexus of trust, IT, knowledge absorption, and involvement in NPD success

This paper explores the interplay among trust, IT utilization, knowledge absorption, and customer involvement in new product development and their impact on new product development performance. Based on an empirical analysis of 283 survey responses from global manufacturing firms, the study reveals key insights: (1) Trust and IT utilization positively influence knowledge absorption, with trust having a stronger impact; (2) Knowledge absorption directly enhances new product development performance; and (3) Customer involvement positively moderates the relationship between knowledge absorption and product new product development performance. This study enhances our understanding of new product development dynamics, illustrating how these factors collectively shape successful product development outcomes in the rapidly evolving business landscape.

How to better communicate the likely effectiveness of proposed training: Interpreting meta-analytic results for (and with) an applied audience

ABSTRACT Whether to develop and/or conduct training can represent a significant decision for organizations due to associated financial, personnel, and time demands. Various stakeholders in that decision will want to know what to expect from such training, including its likely effectiveness. Informing such stakeholders of the magnitude of relevant previous results – from a single study or, better, from studies aggregated via a meta-analysis – can help their decisions to be as informed as possible. But explanations of the size of training effects as found in the literature are not always phrased in a way easy for an applied audience to understand. This brief article clarifies the ‘percent improvement due to training’ interpretation of d, and extends it to differing rates of pre-training success. This in turn suggests that customer involvement in estimating appropriate base-line success rates could make interpretations of the degree of training effectiveness more organizationally specific and hence more useful.

Peran Kualitas Integrasi Omnichannel dalam Membentuk Niat Perilaku Generasi Y & Z

This research aims to understand the omnichannel shopping behavior of the Y and Z generations, by focusing on the role of customer involvement in mediating the influence of omnichannel integration quality on behavioral intentions, and examining the role of age in moderating the influence of customer involvement. This quantitative research uses a Likert scale, where the total number of questionnaires obtained and processed was 204 samples. This research was conducted in Surabaya with respondents from Surabaya and its surroundings. Data analysis was carried out using PLS-SEM technique, with the SmartPLS3 analysis tool. The three dimensions of omnichannel integration quality, namely channel-service configuration, integrated interactions, and assurance quality, are proven to have a positive influence on customer engagement. Customer involvement is proven to influence behavioral intentions positively, and mediate the influence of omnichannel integration quality three dimensions on behavioral intentions. Age is also proven to have a moderating role that strengthens the influence of customer involvement on behavioral intentions. One managerial implication is that generation Y should be of greater concern in efforts to develop customer engagement, compared to generation Z, to maximize customers' behavioral intentions.

Exploring the Power of Visual Aesthetics in Advertising

Marketing plays a crucial role in determining the success of any organisation. Businesses can achieve significant growth by implementing a strategy that prioritises the needs and preferences of their customers. A recent study has emphasised the crucial significance of visual attractiveness in attracting customer attention and involvement. A favourable aesthetic experience can enhance the user's involvement with the interface. This article seeks to examine the capacity of utilising visual aesthetics to mould brand identity, impact consumer perception, and affect behaviour in advertising campaigns. This study will use Gestalt theory principles to enable advertisers to create more impactful and captivating advertising that captures viewers' attention, facilitates information processing, and improves brand recall. The study will utilise a quantitative methodology, using data collected via a self-administered questionnaire. The data analysis will employ structural equation modelling (SEM). The study's findings will unquestionably equip advertising marketers to improve product promotion techniques and tailor advertising campaigns.

The Role of Influencer Marketing, Customer Feedback, Corporate Social Responsibility, and Product Quality on Brand Image and Customer Loyalty in the Beauty and Personal Care Market in Indonesia

This study examines the effects of influencer marketing, customer feedback, corporate social responsibility (CSR), and product quality on brand image and customer loyalty in the beauty and personal care industry in Indonesia. A quantitative methodology was employed to collect data from a sample of 300 participants. The collected data was then analyzed using Structural Equation Modeling - Partial Least Squares (SEM-PLS) 3. The findings demonstrate substantial favorable impacts of influencer marketing, consumer feedback, corporate social responsibility (CSR), and product quality on brand image. Moreover, the brand image greatly amplifies client loyalty. The study illustrates that influencer marketing and corporate social responsibility (CSR) play a vital role in establishing a favorable brand image while maintaining a high standard of product quality continues to be a significant factor in how the brand is perceived. These elements collectively contribute to an increased level of consumer loyalty. The results offer practical insights for beauty and personal care companies, emphasizing the significance of well-planned influencer collaborations, proactive customer involvement, strong corporate social responsibility activities, and unwavering product quality in cultivating consumer loyalty and enhancing brand reputation.

Promoting sustainable development goals through generative artificial intelligence in the digital supply chain: Insights from Chinese tourism SMEs

AbstractInterdisciplinary advancements, such as generative artificial intelligence (AI) and digital supply chains, can significantly contribute to achieving sustainable development goals (SDGs), particularly within tourism. This paper illuminates how it works well, focusing on the underexplored area of Environmental, Social, and Governance (ESG) performance within small and medium‐sized tourism enterprises (SMEs) in China. Through a survey of 429 international SMEs, we apply the Resource‐Based View and Dynamic Capabilities Theory to investigate how generative AI, such as ChatGPT, in digital supply chains can enhance innovation, collaboration, and, ultimately, ESG performance. The empirical findings underscore the pivotal role of generative AI in augmenting ESG performance via bolstering innovation and collaboration within digital supply chains. Additionally, the moderating effect of customer involvement positively influences the relationship between the digital supply chain and ESG performance. By demonstrating these relations, our study contributes to theoretical and practical efforts toward sustainable tourism and the broader achievement of the SDGs.

NAVIGATING SERVICE INNOVATION: INVESTIGATING THE STAGES OF INNOVATION PROCESS IN TELECOMMUNICATION INDUSTRY

This research explored the stages of service innovation within the telecommunications industry, specifically examining PT Telkom Indonesia Datel Temanggung. Using a qualitative approach that included observation and interviews with five employees, the research identified a six-stage process for service innovation: opportunity identification, idea management, concept development, pilot test, launch, and learning. The results highlighted significant challenges faced during the innovation process and emphasized the importance of customer involvement. Additionally, service innovation at PT Telkom had crucial managerial implications, requiring careful evaluation to ensure profitability and customer satisfaction. Managers must navigate the innovation timeline to balance stakeholder impact and avoid employee burnout. Phased rollouts and targeted marketing were recommended strategies to keep customers informed and engaged throughout the innovation process.

Cross-functional integration and new product development performance: Assessing mediating role of customer-supplier involvement and moderating role of structural empowerment

Under the open innovation paradigm, few empirical studies have addressed the value co-creation of the cross-functional and external integration, particularly the adverse effects of integration-induced structural empowerment on new product development (NPD). This study constructs a moderated mediation model grounded in value co-creation theory to investigate the interplay among cross-functional integration, customer-supplier involvement, structural empowerment, and NPD performance. Data from a survey of 294 high-performance manufacturing firms (machinery, electronics, and automobiles) worldwide, conducted during the fourth round of the High-Performance Manufacturing project, were analyzed. The empirical results indicate that cross-functional integration indirectly affects NPD performance through the mediating role of customer-supplier involvement. Moreover, the positive association between customer involvement and NPD performance is markedly diminished under conditions of high as opposed to low structural empowerment. However, structural empowerment does not significantly moderate the positive relationship between supplier involvement and NPD performance. This study contributes to the understanding of the value co-creation mechanisms associated with different integration strategies in NPD performance and reveals the potential drawbacks of excessive structural empowerment. Consequently, this study offers actionable insights for firms implementing integration strategies and structural empowerment.

Customer involvement in co-development: problem-solving and decision-making in new product development

PurposeCustomers can participate in new product development (NPD) in many ways. Drawing on the knowledge-based view (KBV) and innovation literature, this study aims to contrast two main product development activity types, i.e. problem-solving and decision-making. It proposes customers play distinct roles if they get involved in these activities, which influence NPD outcomes differently. It also explores customer need specificity as a boundary condition for the above-mentioned relationships.Design/methodology/approachThe authors collected survey data from 308 managers in the innovation domain.FindingsCustomer involvement in problem-solving and decision-making distinctively influences new product innovativeness and development speed. Customer need specificity interacts with the two co-development types differently to impact these NPD outcomes further.Research limitations/implicationsThis research extends the KBV and addresses the inconsistent findings in the literature regarding customer involvement as co-developers in innovation. It also provides novel insights into how knowledge characteristics like customer need specificity can direct co-developing activities to generate distinct NPD results.Practical implicationsThis paper offers practical implications for firms on how to involve customers in developing innovative new products while managing development speed.Originality/valuePrior research has yet to distinguish customer responsibilities related to co-development activities. This research fills this gap and offers novel insights that problem-solving and decision-making have opposite impacts on different NPD outcomes. This research demonstrates that finer knowledge about customer involvement responsibilities is needed for critical NPD outcomes.

The impact of Fintech innovations on digital currency adoption: a blockchain-based study in India

Purpose The purpose of this study is to integrate customer value theory (CVT) and protection motivation theory (PMT) to understand the factors that have an impact on customer experience, e-trust and intention to recommend, which influence the adoption behaviour of digital currency users. Design/methodology/approach A purposive sampling technique was used, and data were gathered through an online survey of 414 respondents. The measurement and structural models were tested using partial least squares structural equation modelling to establish linkages between the constructs. Findings Functional, emotional and social values positively impact customer experience. Furthermore, perceived severity, perceived vulnerability, response efficacy and self-efficacy had a positive impact on e-trust. E-trust positively affects customer experience and intention to use the digital currency directly. The study demonstrated that perceived value and protection motivation factors play a significant role in influencing the use of digital currency. Practical implications For managers and policymakers interested in the Indian digital currency market, it is suggested that functional utility and emotional and social benefits can enhance user satisfaction. In an e-trust model, user education to increase risk and protection awareness, effectiveness of responses and self-efficacy are critical to building e-trust. Originality/value Building on CVT and PMT’s usage in the broader financial services domain, this research empirically confirms the significance of perceived value and protection motivation factors while adopting digital currency. It provides an extensive and multifaceted approach to comprehending customer involvement and trust in digital financial services, thus enhancing the theoretical and empirical knowledge of both the fintech and blockchain industries.

Telepresence, social presence and involvement in consumer’s intention to buy apparels through an interplay of consumer brand engagement

PurposeThe aim of this paper is to explore the effect of telepresence, social presence and consumer involvement on intention to purchase, with an intervening impact of three dimensions of consumer brand engagement (cognitive processing, affection processing and activation).Design/methodology/approachThe study followed a surveying technique and an adopted questionnaire was used to collect data from 426 shoppers of apparels. The model was tested using Smart PLS and it was found that there is a positive relationship between telepresence, social presence and consumer brand involvement with consumer brand engagement, which also mediates their relationship with intention to purchase.FindingsThis study offers analytical evidence for telepresence, social presence and involvement of customers and advances the literature of brand engagement. Marketers can benefit from this study and design their future campaigns to enhance the involvement of customers by utilizing the outcomes of this study.Originality/valueThis study offers analytical evidence for telepresence, social presence and involvement of customers and advances the literature of brand engagement. Marketers can benefit from this study and design their future campaigns to enhance the involvement of customers by utilizing the outcomes of this study.