Customer Motivation Research Articles

Linking Customer Motivations to Customer Engagement in Fashion Facebook Brand Pages

This study aims to analyse the effects of customer motivations, namely information motive, entertainment motive, and social interaction motive on different dimensions of customer engagement (cognition, affection, and activation) in the context of Fashion Facebook Brand Pages (FFBPs). The data were collected from a convenience sample of 258 undergraduates in Sri Lanka using a printed and an online questionnaire and they were analysed using SPSS 21.0 and AMOS 21.0. The data analysis revealed that information motive had effects on cognition and affection whilst no effect on activation. In terms of influence of entertainment motive on customer engagement, the study found that entertainment was positively related to cognition and activation. However, there was no effect from entertainment motive to affection in the realm of FFBPs. Interestingly, the results highlighted that the social interaction motive was positively related to all three dimensions of customer engagement. The novelty of this paper is that, according to Uses & Gratifications (U&G) theory, the study develops a conceptual model integrating customer motivations and different components of customer engagement in the context of FFBPs.

To board or not to board? Understanding the drivers of intention to fly during the COVID-19 crisis

ABSTRACT This study sheds light on consumer demand for air travel in the pandemic context by proposing and evaluating a model that combines the personal and third-party beliefs on travel intentions (Theory of Planned Behaviour), as well as the perceived level of threat and familiarity (Protection Motivation Theory). The model is evaluated with a sample of 381 respondents from Portugal, into two groups: travellers vs. non-travellers. Our results provide evidence that for both groups, self-efficacy and social influence are positively associated with the intention to fly. On the other hand, for non-travellers, attitudinal preferences are negatively driven by response cost and level of fear. For the COVID travellers, familiarity positively affects their attitude toward flying. This study contributes to a shift in the paradigm of tourism and can be used by airline companies and tourism operators, deepening the understanding of customer motivation for air travelling during the pandemic.

An Effective Model for Consumer Need Prediction Using Big Data Analytics

Big data is an unstructured data set with a considerable volume, coming from various sources such as the internet, business organizations, etc., in various formats. Predicting consumer behavior is a core responsibility for most dealers. Market research can show consumer intentions; it can be a big order for a best-designed research project to penetrate the veil, protecting real customer motivations from closer scrutiny. Customer behavior usually focuses on customer data mining, and each model is structured at one stage to answer one query. Customer behavior prediction is a complex and unpredictable challenge. In this paper, advanced mathematical and big data analytical (BDA) methods to predict customer behavior. Predictive behavior analytics can provide modern marketers with multiple insights to optimize efforts in their strategies. This model goes beyond analyzing historical evidence and making the most knowledgeable assumptions about what will happen in the future using mathematical. Because the method is complex, it is quite straightforward for most customers. As a result, most consumer behavior models, so many variables that produce predictions that are usually quite accurate using big data. This paper attempts to develop a model of association rule mining to predict customers’ behavior, improve accuracy, and derive major consumer data patterns. The finding recommended BDA method improves Big data analytics usability in the organization (98.2%), risk management ratio (96.2%), operational cost (97.1%), customer feedback ratio (98.5%), and demand prediction ratio (95.2%).

What’s behind a scratch card? Designing a mobile application using gamification to study customer loyalty: An experimental approach

The use of game design elements (often called gamification) by firms to engage the customers has attracted attention in recent times. These game elements contribute to shaping up customer’s motivation and loyalty. Gamification is explored from the lens of both empirical as well as an experimental methodological standpoint. There still lacks substantial evidence that explains how and which types of rewards help to understand the customer's motivation. The study addresses this gap by designing an experimental study of 2x2 to address how gamified mobile apps used for making payments can help capture customer’s loyalty by offering them rewards. Data is collected from 385 customers who have been using mobile apps to make payments in the past. The data were tested to check if gamification positively helps the user hedonic and utilitarian motivation, which then positively impacts their loyalty. The study is also moderated by type of rewards (direct cash rewards v/s indirect third party partnered rewards) on the relationship of gamification and customer loyalty mediated through motivation. The results confirm that mobile payment apps' cash rewards are more useful, especially when the degree of uncertainty in the game element is high (scratch card). Additionally, they contribute to a higher degree of utilitarian benefits to the customers. The results contribute to the extension of the self-determination theory and stimulus organism response framework as well.

Towards the Customers' Intention to Use QR Code in Mobile Payment

This research studies the motivation of customers to choose the QR code as a payment tool by developing an integrated model based on UTAUT 424 valid responses were collected from diversified socio-economic backgrounds to validate the proposed framework. Compared with the original UTAUT model, the new one integrates ‘perceived security’, ‘perceived benefits’ and excludes ‘social influence’ to provide more comprehensive and consistent guidance. PLS-SEM technique was performed as in the data analysis process using SmartPLS. Our study concluded that seven of nine hypotheses are supported by the use of PLS-SEM technique. Customers' intention (R2=0.87) to use QR code as the payment tool is jointly contributed by their attitude, perceived usefulness, and subjective norms toward using QR code as the payment method. The formation of customers' attitudes (R2=0.79) towards using QR code is affected by their perceived usefulness, perceived benefits, and subjective norms. Discussion and strategies for the third parties of QR payment providers and future research directions are also presented.

Understanding Customer Motivation to Share Information in Social Commerce

The gradual emergence of social commerce is enhancing the development of businesses. The opinions exchanged and information shared by each consumer in the community affects consumers’ purchasing decisions and participation behaviors. This study established a consumer information sharing model in social commerce based on the theories of social exchange and communication ecology. Data were collected from 204 respondents and PLS technique was used to analyze the data. The results indicated that reciprocity and community participation exhibited a significantly positive effect on information sharing. Reciprocity and community participation also had partial mediation effects on the consumer–community and consumer–platform relationships.

Perceived-hotelscapes and its impact on customer patronage: an empirical perspective

This study reviews the impact of hotelescapes elements on customer cognitive responses and customer patronage in Saudi Arabia. This study explored the moderation role of customer motivation. The present study was developed after a systematic review of past literature. The present study found the critical influence of the study’s variables on customer patronage. Furthermore, the study provided some understanding of how hotelescapes affect customer patronage in Saudi Arabia. Three hundred and nine (319) usable responses were obtained. Data were analyzed using Statistical Package for Social Science (SPSS) and Partial Least Square-Structural Equation Modeling (PLS-SEM). The study’s findings show a positive and significant relationship between hotelescapes and customer patronage and cognitive responses. At the same time, there was no evidence showed to support the moderation effect of customer motivation. Stimulus Organism and Response (S-O-R) theory was used to underlie the conceptual framework. In addition, some implications of this conceptual model for theory and practice are discussed.

Studying tourist intention on city tourism: the role of travel motivation

PurposeThis study aims to investigate the impacts of travel motivations, time perspective and city image that affect travelers’ intention to visit city tourism.Design/methodology/approachThe data in this study was collected through a structured questionnaire survey conducted in three big cities in the North of Vietnam (Hanoi, Hai Phong and Ha Long). The data set consists of 625 valid responses by Vietnamese tourists. Correlation analysis and structural equation modeling were used to test the causal relationships among time perspective, city image, travel motivations and tourist intention. Confirmatory factor analysis is conducted to verify the reliability and validity of each latent construct and to evaluate the discriminant validity, convergent validity, composition reliability and average variance extracted for the latent constructs.FindingsThis study finds that tourists’ travel motivations, time perspective and city image are significantly and positively associated with their intention to visit city tourism. This study also reports that tourists’ time perspective and city image are significantly and positively related to their travel motivation which is in turn significantly and positively correlated to their intention to engage in city tourism.Practical implicationsCity tourism providers need to seek for understanding travel motivations of potential customers. City tourism products should be promoted to people who want to travel for knowledge enhancement, seeking, self-fulfillment, socializing and escape. Tourism businesses and marketers focus more on developing the overall image of city. They should have city slogan and have strategy to establish the city branding to evoke or remind the customers to come in. Since the Corona (COVID-19) pandemic impact on every nation around the world, the artificial intelligence has to be taken on city tourism to minimize the negative influence of this pandemic.Originality/valueThis study reveals three key determinants of tourists’ intention including travel motivations, city image and time perspective, which have unclear study in the city tourism literature. This study also explains the role of travel motivations in mediating the impacts of their time perspective and city image on their intention to visit city tourism. Improving the city image is important to attract tourists who want to engage in city tourism for knowledge enhancement, seeking, self-fulfillment, socializing or escape. Tourism providers need to have a strategy for establishing the city branding to evoke or remind the customers to come in. The time perspective should be paid more attention to tourists who want to travel to city tourism for knowledge enhancement, seeking, self-fulfillment, socializing or escape.

Examining Customer Motivation and Its Impact on Customer Engagement Behavior in Social Media: The Mediating Effect of Brand Experience

This study investigates the mediating effect of brand experience on the relationship between customer motivation and engagement behavior and conceptualizes customer motivation from the multiple dimensions of information seeking, entertainment, and social interaction. Based on 565 valid questionnaires, it analyzes the impact of customer motivation on brand experience and customer engagement behavior using SPSS and AMOS. First, customer motivation with information seeking, entertainment, and social interaction significantly impacts customer brand experience. Second, customer brand experience significantly impacts customer engagement behavior of reuse, feedback, and WOM intentions. Finally, this study explores the mediating role of customer brand experience between customer motivation and customer engagement behavior and its impact on social media. It provides a reference for social media literature research. These findings will provide insights on motivating customers to participate in social media.

Examining the role of customers' intrinsic motivation on continued usage of mobile banking: a relational approach

PurposeThis research seeks to establish the roles of marketer-driven relationship-building strategies – relationship-marketing orientation and knowledge sharing with customers on intrinsic customer motivation and the continued usage of mobile banking apps.Design/methodology/approachAn online survey was conducted among 342 m-banking users in India. Data were analyzed and the hypotheses were tested using structural equation modeling.FindingsRelationship-marketing orientation was found to have a positive and significant influence on customer intrinsic motivation and knowledge sharing with customers. Customer intrinsic motivation was found to play a dual role as a driver of continued mobile banking usage and as an intervening mechanism between relationship-marketing orientation and continued usage of mobile banking.Research limitations/implicationsThis research was conducted only in one country. It was therefore not possible to consider varying regulations across markets and their effects on continued usage of mobile banking.Originality/valueFirst time in the m-banking literature, this research establishes the pivotal role of intrinsic customer motivation in the continued usage of mobile banking. While evaluating drivers of continued usage of m-banking, most studies considered various aspects of the technology itself. This research instead evaluates consumer-centric and marketer-led antecedents in driving the continued usage of mobile banking.

Managing the Motivation of Customers of International Tourism Services

The desires and needs of tourists are often considered to be the motivation for travel. The International Tourism Survey showed that there are four main factors: culture, destinations, social contact and adventure, which influence the decision of tourists to travel in international tourism.The paper discusses the rational and emotional motives that influence tourists' travel choices and the selection of the tourism industry sector. Rational motives represent economic; Minimize risks, stability, life safety, health, property, financial resources; Comfort when arriving at the destination and compatibility of service quality with price.Emotional motives are no less important, include knowledge acquisition, success, respect and recognition, consideration of fashion trends, reputation and status.Based on the motivations of the consumers and the behavior of the people, a list of types of leisure has been formed, which is preferred by a large number of consumers: 1) rest, which has the character of restoration of rest; 2) active recreation (possibly with sports activities); 3) educational and cultural recreation; 4) Spectacular, entertaining, light rest; 5) Medical and recreational rest. We can say that the rapid development of the travel industry today is largely due to the transformation of public consciousness. Today, in the structure of modern human values, there is a quality rest that meets his individual needs. These requirements of the modern consumer of tourism services should be taken into account in the development of tourism-related infrastructure and the tourism industry in order to develop their tourist attractiveness in different regions of the world.

Enhancing brand experience in the online social media network context: a contingency perspective

PurposeMarketing and branding literature has provided important insights into the context, environment and individual factors that shape customer brand experience. However, a holistic view on context and environmental influence on enhancing brand experience, specifically in the online social media network context, has not been considered. In addition, main focus of the previous research is on antecedent and consequence of brand experience rather strategy for enhancing brand experience. This paper aims to propose a contingency model for enhancing brand experience to provide a more holistic framework in the uncertain and complex nature of online social media network.Design/methodology/approachThe proposed framework is based on previous literature that is identified and integrated to propose effectiveness of the contingent determinants on brand experience in different interactional circumstances.FindingsThe proposed framework implies that brand characteristics and interactive complexities of online social media networks cause contingency to the marketers or brands’ strategic attempt in delivering superior brand experience in online social media network context. These forces are as follows: online social media network characteristic (interactivity); brands’ co-creation characteristics (consumers’ and stakeholders’ participation); brand’s technical and operational competency (brands’ knowledge, ease of interactive platform); internal human resource characteristics (employees’ behaviour, brands culture, brands reputation); and customer interactive characteristics (customer demographic characteristics, customer motivation, customer attitude). These identified forces can be optimized to formulate strategies in the interactive medium for enhancing brand experience.Research limitations/implicationsThis paper proposes a contingency model as well as research propositions that need to be validated and confirmed empirically. While narrowing down the current identified gap in brand experience literature by proposing a novel perspective to the concept, this research broadens and deepens understanding of the concept of brand experiences, how it is linked to the context and contextual factors. This contingency framework elucidates the resources that marketers, practitioners can use to enhance, limit or maintain all the dimensions within brand experience.Originality/valueA holistic view on context and environmental influence on enhancing brand experience, specifically in the online social media network context, has not been considered so far. Although literature demonstrates the positive outcome of brand experience, little attention has been paid to enhancing customer brand experience, specifically in the context of online social media networks with various complex forces acting and influencing the way customers experience a brand.

Towards the Customers' Intention to Use QR Codes in Mobile Payments

This research studies the motivation of customers to choose the QR code as a payment tool by developing an integrated model based on UTAUT 424 valid responses were collected from diversified socio-economic backgrounds to validate the proposed framework. Compared with the original UTAUT model, the new one integrates ‘perceived security’, ‘perceived benefits’ and excludes ‘social influence’ to provide more comprehensive and consistent guidance. PLS-SEM technique was performed as in the data analysis process using SmartPLS. Our study concluded that seven of nine hypotheses are supported by the use of PLS-SEM technique. Customers' intention (R2=0.87) to use QR code as the payment tool is jointly contributed by their attitude, perceived usefulness, and subjective norms toward using QR code as the payment method. The formation of customers' attitudes (R2=0.79) towards using QR code is affected by their perceived usefulness, perceived benefits, and subjective norms. Discussion and strategies for the third parties of QR payment providers and future research directions are also presented.

Motives of Non-Muslim Customers Using Services at PT Bank Syariah Mandiri Sibolga Branch Office

This research was motivated by in addition to Muslim customers it turns out there are also non-Muslim customers who are customers at Bank Syariah Mandiri Sibolga Branch Office. The purpose of this research is to find out whether there are many non-Muslim customers in BSM Sibolga and to find out what the motives of non-Muslim customers are using the services of Bank Syariah Mandiri Sibolga branch office. This type of research is descriptive qualitative. This research takes place in BSM Sibolga with research subjects of Bank employees: customer service, leadership, security guards and 9 non-Muslim customers related to the motives of non-Muslim customer customers in using services at BSM Sibolga, in this study supported by observation, interviews and documentation data. The results of this study conclude that the motives of non-Muslim customers in using BSM Sibolga services include: Personal motives namely work, cultural motives namely geographical (location) and groups (organizations or invitations from neighbors), and religious motives stimuli namely products. The most commonly found motif is a geographical motif, namely the location of Bank Syariah Mandiri Sibolga, located on the side of the road and easy to reach. Not found in the field of religious motives (religious observance), social motives (wealth, power and mastery of knowledge of personal motives (age and lifestyle). Non-Muslim customers Bank Syariah Mandiri Sibolga Branch Offices are mostly interested in gold pawning products. researchers conducted interviews with only a few non-Muslim customers who used gold pawning products that were found.

Understanding Customer Motivation to Share Information in Social Commerce

The gradual emergence of social commerce is enhancing the development of businesses. The opinions exchanged and information shared by each consumer in the community affects consumers’ purchasing decisions and participation behaviors. This study established a consumer information sharing model in social commerce based on the theories of social exchange and communication ecology. Data were collected from 204 respondents and PLS technique was used to analyze the data. The results indicated that reciprocity and community participation exhibited a significantly positive effect on information sharing. Reciprocity and community participation also had partial mediation effects on the consumer–community and consumer–platform relationships.

Customer readiness to co-production of mobile banking services: a customer-only co-production perspective

This paper aimed to identify the antecedents and corollary of customer readiness for co-production in customer-only co-production services using mobile banking services as a context. Using a structured questionnaire, data were gathered from a sample of mobile banking customers in Ghana and the UK and the data analysis was facilitated by structural equation modelling. From the findings, the antecedents were customer socialisation, customer self-efficacy and customer motivation and the corollary was service productivity. The findings provide managers of customer-only co-production or technology-based services particularly mobile banking services with the specific factors that can be managed strategically and tactically to enhance customer readiness for co-production and service productivity. This study is one of a kind to conceptualise and empirically identify the antecedents and corollary of customer readiness for co-production within the customer-only co-production context. However, as the study was limited to mobile banking services, future studies might test the research model in other customer-only technology-based services.

Competitive (versus loyal) showrooming: An application of the push-pull-mooring framework

Showrooming is an increasingly popular practic that threatens retailers' performance. This paper adopts the push-pull-mooring framework to understand the shopper decision to purchase online from a different retailer (competitive showrooming) rather than from the same retailer visited to gather information (loyal showrooming). Going beyond the customer motivation to get the best value, we focus on retailer-situational variables (store crowding and quality of salesperson service) and retailer-relational variables (customer satisfaction, trust and loyalty) in the decision on competitive (vs loyal) showrooming. Data was collected via a survey answered by 659 showroomers and analysed using fuzzy-set Qualitative Comparative Analysis (fsQCA) to unveil different patterns of competitive showrooming. Results highlight the role of mooring factors, such as a strong customer-retailer relationship and quality salespersons’ service, in reducing competitive showrooming.

Intention to Use Self-Service Technology Based on Basic Human Needs

In the context of technology developing in the society, Self-service technologies (SSTs) are becoming increasingly popular in retailing contexts, public service, banking, ticketing, parking, tourism, etc. Previous theories of SST adoption have largely ignored the basic human needs, such as competence, autonomy and relatedness that drive customer motivation and the use of SSTs in Indonesia. We address this theoretical gap and examine self-determination theory (SDT) to the Self Service Technology in general. Based on the argument proposed by SDT, self-determined motivation is hypothesized to mediate the relationships between autonomy, competence, and perceived anonymity, and the intention to use SSTs. Data collected from respondents form a structural equation model and support these hypotheses. 
 This research shows that there is relation autonomy and competence to self determination and adoption intention to SSTs. There is no good relation anonymity to self determination and adoption intention to SSTs. There is relation Self Determination to adoption intention to SSTs. Self Determination mediate relationship of autonomy and competence on adoption intention, but Self Determination is not good mediation relationship of perceived anonymity on adoption intention to SSTs.

Analisis Motivasi Pinjaman Nasabah Pada Rentenir Berdasarkan Prinsip Pembiayaan Syariah

This study aims to analyze the motivation of customer loans to moneylenders based on Islamic financing principles.This study is a qualitative descriptive. The type of data used in this study is the primary data with data collection techniques are observation and interviews. The results of this study indicate that the motivation of customers in making loans to moneylenders is due to the need and available facilitie, and the ease of making a loans. In addition, customer knowledge about interest is very low. And than, based on the principles of sharia financing, the transaction pattern is not in accordance with sharia principles because of the customer's ignorance regarding the transaction process.

Customer knowledge sharing in cross-border mergers and acquisitions: The role of customer motivation and promise management

Knowledge is a vital source of competitive advantage and renewal for contemporary organizations. However, to date, few studies have scrutinized how mergers and acquisitions (M&As)—processes dependent on knowledge sharing—offer a valuable inter-organizational context through which to understand the attainment of customer knowledge sharing following M&As. Applying an integrated theoretical perspective from customer relationship management and M&A performance research, we study a Chinese–Finnish acquisition and customer firms of the acquired party across four advanced Western countries. We find that customer knowledge sharing is an active relationship management process that relies on the factors of customer dedication-based motivation vs. customer concerns about M&As to maintain relationships after acquisitions. In addition, and more importantly, we find that the promise management mechanisms—making promises, enabling promises, and keeping promises—of the M&A parties reinforce the motivational factors to maintain customer knowledge sharing in cross-border M&As. We propose a conceptual framework of customer knowledge sharing in cross-border M&As.