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Dissertations / Theses on the topic 'Customer engagement behaviour'
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Frech, Bernadette. "Uncovering the drivers of customer engagement behaviours : investigating key mediating mechanisms underlying the link between customer satisfaction and customer engagement behaviours in a higher education context." Thesis, Aston University, 2018. http://publications.aston.ac.uk/33405/.
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This study aims to explore cognitive and affective mediating mechanisms between Customer Satisfaction (CS) and positive Customer Engagement Behaviours (CEBs) that are of direct benefit to a firm (i.e. Participation, Word-of-Mouth, Monetary Giving) or indirect benefit (, i.e. Human Capital Performance). Two studies were carried out, in England and Austria, in a higher education context. Study 1 comprised of: 8 focus groups with 48 undergraduate business students from England and Austria, 21 semi-structured interviews with alumni of undergraduate business studies from England and Austria, and 9 background expert interviews. Study 2 encompassed a mail survey with 209 multi-source cases from undergraduate business students, who had conducted a placement year, and their immediate managers or supervisors, in England. Findings reveal that the relationships between CS and CEBs are not direct as assumed in literature. Perceived Employability was found as a central cognitive mediator between CS and CEBs of direct and indirect benefit to a service provider. In addition, Gratitude and Love are of importance as affective mediators between CS and CEBs that are of direct benefit to a firm. This study contributes to the service field by developing and empirically testing a conceptual framework on CEBs, including often neglected CEBs; for instance, CEBs of indirect benefit to an organisation and monetary CEBs. The study also provides the first empirical evaluation of the serial mediation effects of two distinct positive emotions, Gratitude and Love, between CS and CEBs of direct benefit to a service provider. Finally, while most studies have focused on affective mediation effects and CEBs of direct benefit to a service provider, this study has found Perceived Employability to have a simple cognitive mediation effect between CS and CEBs of indirect benefit to a service provider.
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Cummings, Maria N. "Consumer engagement perspectives : a tool for ensuring advertising's impact? /." Online version of thesis, 2007. http://hdl.handle.net/1850/4804.
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Kapetanakis, Anna, and Johan Eriksson. "Lojalitet genom bonusprogram, en framgångsrik strategi? : En studie av servicenäringen." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-16886.
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Syfte: Syftet med denna studie är att undersöka vilka värden som på längre sikt har avgörande betydelse för att engagera en kund med avseende på lojalitetsprogram. Metod: I studien användes en kvantitativ metod där en enkät med stängda svarsalternativ skickades ut till ca 30 000 respondenter. Till enkäten användes ordinal- och nominalskala för att möjliggöra Spearman’s rho korrelationsanalys med hjälp av statistiska mjukvaran IBM SPSS. Analyserna användes sedan för acceptera eller förkasta de hypoteser som deducerats från teorin. Resultat: Resultatet visade att trots en pågående negativ trend för lojalitetsprogram så skapar de engagemang och är betydande för kunden. Det värde som visade sig ha signifikant betydelse för engagemanget var kundens mervärde. Kundens mervärde leder till upprepade köp och har en direkt påverkan på kundens lojalitet och kundens uppfattning av programmet som påverkar engagemanget. Resultatet av studien kan därför ses som en pågående interaktionsprocess där företagets aktiviteter påverkar kundens engagemang både i och utanför lojalitetsprogrammet. Ett ökat mervärde i interaktionsprocessen till följd av företagets aktiviteter och kundens värdering av varumärket, ökar kundens engagemang, vilket möjliggör att lojalitet kan skapas genom program på längre sikt. Förslag till fortsatta studier: Syftet med studien är att öka förståelsen för de värden som engagerar kunden med avseende på lojalitetsprogram. Författarnas ambition är att vidare forskning ska ta avstamp i studiens resultat och den modell som utvecklats. Förhoppningen är att studien ska ligga till grund för empirisk tillämpning inom servicenäringen samt utgöra underlag vid strategiska beslut och marknadsundersökningar.
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Tlailane, Lesego. "Comparing the relationships of employee and customer focused leadership behaviours on employee engagement." Diss., University of Pretoria, 2020. http://hdl.handle.net/2263/79665.
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Positive levels of employee engagement can be an organisation's sustainable competitive advantage. Engaged employees not only save the organisation money in terms of recruitment costs, but make the organisation money through increased productivity, sales, and quality of product. While much research has been conducted on the positive relationship between transformational leadership and employee engagement, this research goes further to understand whether there are merits to contextual leadership behaviours.
The study aimed to test if significant relationships exist between employee engagement and perceived transformational and service leadership behaviours. Furthermore, the contextual nature of these relationships would be unpacked to better help organisations target specific training interventions for managers to develop relevant leadership behaviour.
Quantitative research methods were used to test the hypotheses. A cross-sectional self-questionnaire was used to collect data. A final sample size of 165 participants was utilised for the analysis. The hypotheses were tested using correlation and regression analysis.
The study found that significant positive relationships exist between employee engagement and perceived transformational and service leadership. Furthermore, the employee engagement relationship with perceived transformational leadership was found to be consistent across sectors, whereas service leadership was found to be contextual. This study thus contributes to the literature in the fields of employee engagement and leadership.Mini Dissertation (MBA)--University of Pretoria, 2020.
pt2021
Gordon Institute of Business Science (GIBS)
MBA
Unrestricted
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Sjöqvist, Sarah. "Customer engagement behavior on social media brand communities : A quantitative study regarding engagement behavior, perceived benefits, and relationship outcome on different social media platforms." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-43889.
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Social media has provided both companies and customer with new opportunities. Customers are increasingly integrating social media into their daily lives and companies has noticed these new traditional medias and started to take advantage of them through brand communities. The new behavior occurring on brand communities is what research call customer engagement behavior and goes beyond transactional behavior. However, customer engagement has not been fully researched on different social media platforms. The most researched platform to date is Facebook. And with the rapid growth of social media and the constant development of new platforms it is of importance to understand customer engagement behavior on different social media platforms to further being able to adapt to each unique platform. Purpose: This study aimed to investigate the frequency of customer engagement behavior and its affect on perceived relationship benefits and ultimately, relationship outcomes. This based on three different social media platforms where one company were present with brand communities and then compare the outcome of each platform with each other. Hypothesis: 𝐻1 = The frequency of customer engagement behavior leads to perceived relationship benefits of engaging in a brand community. 𝐻2 = Customer perceived relationship benefits have a positive effect on relationship outcomes. Methodology: Cross-sectional online questionnaires distributed on three different social media platforms – Facebook, Instagram, and Pinterest. Analysed using linear regressions. Findings: The findings indicates that the frequency on which a customer engage in engagement behaviors showed no statistical significance on Facebook, however, the frequency of reading messages, visiting the brand community, and purchasing products did show statistical significance on Instagram. Furthermore, the perceived relationship benefits that showed significance for both Facebook and Instagram was practical and economic benefits. While on Facebook social enhancement was considered an important indicator for relationship outcome and entertainment
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Singh, Irvana. "The interrelationships between selected relationship marketing constructs, customer engagement and behavioural intentions in the life insurance industry." Diss., University of Pretoria, 2017. http://hdl.handle.net/2263/64929.
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Drawing on relationship marketing theory, this study sought to investigate the interrelationships between selected relationship marketing constructs, customer engagement and behavioural intentions in the life insurance industry. Life insurance, which is characterised as a highly abstract, intangible service consisting largely of credence properties, provided an unusual context for the examination of the relationships between these constructs, specifically the mediating role of customer engagement on behavioural intentions. A deductive research design was employed, and self-administered electronic surveys were fielded among customers of South African life insurance organisations. A total of 282 surveys were returned and the interrelationships between the constructs were examined using structural equation modelling. The findings indicated that trust did not have a positive and significant effect on customer engagement or behavioural intentions and that customer engagement towards a life insurance organisation did not mediate the relationship between trust and behavioural intentions. Customer satisfaction, on the other hand, did have a positive and significant effect on customer engagement and behavioural intentions and customer engagement towards a life insurance organisation did mediate the relationship between customer satisfaction and behavioural intentions. The findings of the study contribute to the developing body of customer engagement literature, in the previously unexplored context of the life insurance industry, in an emerging market context, by contributing an understanding into the interrelationships between the relationship marketing constructs, customer engagement and behavioural intentions and offers key insights into the extent to which the relationship marketing constructs and customer engagement may influence the behavioural intentions of customers in the life insurance industry.Mini Dissertation (MBA)--University of Pretoria, 2017.
lt2018
Gordon Institute of Business Science (GIBS)
MBA
Unrestricted
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Vanga, Sudarsana Reddy, and Yan Yang. "Perceptions and Motivations of User Engagement for Social Media Marketing : A Quantitative Study of Facebook and Instagram Users." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-387909.
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Social media marketing has gained tremendous attention in recent years and has become a powerful tool for companies, entrepreneurs and marketers to approach their target customers and cultivate longtime customer relationship with increased engagement. Despite the increasing investment on social media marketing and the increasingly important roles users play today, few of previous studies, however, were focused on the user behavior or the key factors that influence user engagement with brands on social media. We chose the technology acceptance model (TAM) and uses and gratifications theory (UGT) as our theoretical foundation to investigate user behaviors on social media and the factors that influence user engagement with brands. We tested our model in two different social media platforms; Facebook and Instagram. The conclusions were based on inputs from a survey with 126 respondents with diverse background and age groups. We tested the hypotheses utilizing statistic correlation analyses. Among the five researched variables, H1 (perceived usefulness) and H5 (motivation for information) are proved to be statically significant. Despite a number of limitations, our research sheds a light on the study of user behavior on social media platforms. Understanding user behavior is useful for entrepreneurs and marketers in shaping more efficient ways to target the right audience on the right platform(s) to achieve their marketing objectives by effectively exploiting the potential of social media.
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Jang, Jichul. "A Multi-Level Examination of Factors Predicting Employee Engagement andits Impact on Customer Outcomes in the Restaurant Industry." The Ohio State University, 2013. http://rave.ohiolink.edu/etdc/view?acc_num=osu1373985282.
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Béal, Mathieu. "La contribution de la propriété légale des clients aux comportements d'engagement." Thesis, Lyon, 2018. http://www.theses.fr/2018LYSE3028/document.
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Puisqu’ils représentent l’ensemble des sources de valeur du client pour une entreprise, les comportements d’engagement attirent largement l’attention tant des managers que des académiciens. Cette thèse de doctorat propose d’étudier l’impact de la propriété légale de la firme par les clients sur leurs comportements d’engagement. Les résultats d’une première étude (N = 26 781) montrent que la Customer Lifetime Value des clients propriétaires de la firme est plus élevée et croît plus rapidement dans le temps, comparativement à celle des clients non propriétaires. Dans un même temps, les clients propriétaires sont plus enclins à recommander la firme (Customer Influencer Value). Une seconde étude terrain (N = 295) a été menée dans l’objectif de comprendre le mécanisme d’influence de la propriété légale sur les comportements d’engagement. Les résultats de cette étude introduisent le rôle de la propriété psychologique pour expliquer les effets de la propriété légale sur la Customer Knowledge Value (suggestions et réclamations). Les implications théoriques et managériales, ainsi que les limites et voies de recherche sont présentées par la suiteConsidering that they represent all the customers’ valuable behaviors, engagement behaviors gain particular interests from both managers and academicians. This doctoral dissertation studies the influence of customers’ formal ownership over the firm on their engagement behaviors. Results from Study 1 (N = 26 871) reveal that customers-owners’ Customer Lifetime Value is stronger and evolve more rapidly, compared to customers-non-owners’ one. Furthermore, customers-owners present a stronger intention to recommend the firm (Customer Influencer Value). We perform a second study (N = 295) to understand the underlying process through which formal ownership influences engagement behaviors. Results introduce the importance of the psychological ownership concept, to explain how formal ownership influences Customer Knowledge Value (suggestions and complaints). These findings have implications for theory, practice, and further research
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Yen, Wen-Shen. "Person-environment fit: work-related attitudes and behavioral outcomes in continuing care retirement communities." Diss., Kansas State University, 2012. http://hdl.handle.net/2097/14757.
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Doctor of PhilosophyDepartment of Hospitality Management & Dietetics
Chihyung Ok
Academics and practitioners alike have studied the concept of person-environment fit (P-E fit) during the last two decades. How well a person fits the work environment may be an effective indicator of attitudes and behaviors in organizations. P-E fit is not completely conceptualized, so existing studies of fit theory have focused only on particular dimensions of fit leading to contradictory results. Therefore, Study 1, using multi-dimensional environment fit, tested relationships among the environment fits, work related attitudes, and outcomes at the individual, group, and organization levels. In addition, Study 2 examined the effect of relationship qualities between hierarchical levels (supervisor-subordinate) and multi-dimensional fit on employee turnover intention. To empirically test the proposed relationships, 288 foodservice employees at continuing care retirement communities (22 facilities) statewide submitted questionnaires. Of these, 261 and 254 were usable in study 1 and study 2, respectively, for further data analysis. The results of structural equation modeling (Study 1) suggested that employee need-supply fit, demand-ability fit, person-group fit, and person-organization fit were positively related to employee need satisfaction. Further, need satisfaction was positively related to outcome variables like work engagement, interpersonal citizenship behavior, and organizational commitment. Results of hierarchical multiple regressions (for Study 2) showed that employee need-supply fit perception related negatively to turnover intention. The study also found that the leader-member exchange relationship moderated the need-supply fit and turnover intention. Thus, a close exchange relationship between leaders and subordinates could keep subordinates from leaving because of a need-supply misfit. Further discussion and managerial implications of the findings along with directions for future studies are provided.
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Nguyen, Erik, and Alex Nguyen. "AR/VR applications in fashion retailing : An exploratory study on the effectiveness of virtual try-on technology along the customer journey." Thesis, Högskolan Kristianstad, Fakulteten för ekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-22311.
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This bachelor thesis explores a virtual try-on interface in the context of the fashion product category. It is argued that virtual representations of product offerings can stimulate consumers’ purchase intentions, and thus, enact an online transaction. The purpose is to investigate how market-based AR/VR influences the behavior of consumers along the customer journey. A qualitative research approach was undertaken to answer the exploratory question. The context of the empirical bachelor thesis is the virtual try-on Synsam Style Lab where two qualitative research methods were conducted. These methods consisted of a document study on Synsam Style Lab and three synchronous online focus group interviews that laid the foundation of the thematic analysis. The purpose of conducting these qualitative research methods was to shed light on whether or not Synsam Style Lab could facilitate consumers’ online buying decision process. Consumers who saw convenience in Synsam Style Lab often expressed reasons related to the theme Alleviate. On the contrary, if consumers interaction with Synsam’s virtual try-on yielded negative experience, then their reasons were often in connection with the theme Insufficiency. The context of this bachelor thesis is restricted to the fashion eyewear segment and does not represent the total fashion industry. Only members of Generation Y, also known as millennials, participated in the synchronous online focus group interviews. Therefore, incorporating the perspectives of other demographics could contribute to a diversified discovery of findings. Previous research has not explicitly investigated the influence of AR/VR applications on consumers’ engagement in a fashion retail setting. Hence, this bachelor thesis provides new dimensions within the field of market-based AR/VR applications.
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Andersson, Martin, and Carl Ferm. "Utmaningar för ökad efterfrågeflexibilitet : En studie om hushålls engagemang till efterfrågeflexibilitet och ansvarsfördelningen på den svenska elmarknaden." Thesis, Mälardalens högskola, Industriell ekonomi och organisation, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-55426.
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Purpose: The purpose of the study is to examine households attitudes and commitment to demand side flexibility as well as the various actors perceptions of the division of responsibilities in the electricity market and the information available to households. Research questions: – What are the main factors for private electricity customers to be able to contribute with demand side flexibility to the electricity system? – What challenges and opportunities can be identified with increased demand side flexibility? Method: The study was based on an abductive approach, where the collection of primary data is of a quantitative and qualitative nature. The qualitative part was collected through 9 semi-structured interviews with actors linked to the electricity market. Collection of quantitative data was done through a survey aimed at households with a total of 110 respondents. The results of the data collection have been analyzed thematically together with the theoretical framework. Conclusions: The main factors for increased demand flexibility are, firstly, a clear division of responsibilities between authorities, households and other players in the electricity market. Secondly, well-developed information channels are required that can be made possible through new technology. Finally, an electricity market is required that allows new actors such as an aggregator. The challenges include engaging households, currently low profitability for demand side flexibility and a set of regulations and tariffs that are lagging behind in development. The opportunities are future changes in the electricity price that speak in favor of increased profitability for demand side flexibility and a change to more dynamic and flexible electricity network tariffs.
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Dawkins, Michael L. "Employee Perception of the Value of Customer Focus Training in Public Transportation." ScholarWorks, 2015. https://scholarworks.waldenu.edu/dissertations/491.
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The number of service-oriented jobs has increased locally and nationally, and organizations are spending millions of dollars to train front-line employees to maintain customer satisfaction and compete in the service industry. Despite the financial investments of these training programs, little research has investigated the holistic effectiveness of customer-focused training (CFT) programs. Researchers found positive relationships between the constructs under investigation and reported that when CFT programs are delivered on a consistent basis with leadership support, they help build a service-oriented culture. The purpose of this case study was to investigate employee perceptions of CFT and relationships between performance, engagement, and building a service-oriented culture, where the questions were designed to address front-line employees in the transit system of Southeastern Pennsylvania. The conceptual framework for this study was by Service Quality, where the concepts for the framework support organizational culture and social exchange. The total number of participants was 36 with 27 for interviews and 9 for a focus group. The participants were selected using a purposeful sampling approach. The data were analyzed by coding for categories, themes, and patterns to reflect in-depth understanding and reporting of CFT among front-line employees. The participants felt that CFT programs were beneficial for them and could help improve customer service. Given these findings, similarly-situated employees may view training in a positive light and may be willing to engage in more training to improve customer service. Human resource personnel may be encouraged from the positive results of this study to develop and implement more training, which may help employees and leaders build a credible service-oriented culture.
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Pereira, Pedro Miguel Rocha. "Relatório de estágio na Nintendo of Europe, GmbH, como "Social Media Intern"." Master's thesis, Universidade de Aveiro, 2016. http://hdl.handle.net/10773/16770.
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Mestrado em MarketingPensa que as redes sociais servem apenas para publicar conteúdo no Facebook? Pense outra vez. Apesar de o Facebook ter sido uma das primeiras plataformas de redes sociais e continuar a ser a mais popular e influente, há muito mais por onde se pegar no que diz respeito a este tema. As redes sociais são agora canais utilizados para a comunicação pessoal e profissional, incorporando diversas plataformas e ferramentas sólidas.
Think social media is all about posting status updates on Facebook? Think again. Although Facebook was one of the first social media networks and remains one of the most popular and influential platforms, it doesn’t define the field. Social media has evolved into a channel for personal and professional communication and has grown to encompass several solid platforms and tools.
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Johansson, Nelli, Emma Törnberg, and Frida Möllberg. "Innehållsmarknadsföring på Instagram : En kvalitativ studie om Millennials resonemang kring klädföretag." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-26609.
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Fördelarna som kommer genom marknadsföring på sociala medier är många men företag behöver bli mer innovativa för att stå ut i mängden. Genom kommunikationen i digital marknadsföring så har integreringen mellan företag och kunder förbättrats. Numera söker konsumenter efter någon form av underhållning i marknadsföringen för att först reagera och sedan dela med sig av innehållet till andra. Innehållsmarknadsföring, som är en del av varumärkeskommunikationen, handlar främst om att tillgodose konsumenternas behov som skapar engagemang och värde genom att kommunicera ut företagets innehåll utan att ha fokus på att sälja produkter. Syftet med innehållsmarknadsföring är att vidare använda sig av innehåll som lockar konsumenten i stället för att det tvingas på konsumenten. Generationen millennials förväntar sig att företag ska kommunicera med sina kunder på sociala medier. Majoriteten av millenials identifierar även modetrender genom mötesplatser online, vilket är mer än andra generationer. Detta för att generationen är involverad i informationsutbyte och inköp online mer än någon annan generation samt mest tekniska. Huvudfokuset i denna uppsats är att undersöka millennials resonemang kring klädföretags innehållsmarknadsföring på Instagram. Uppsatsen kommer fram till attribut som är viktiga för företag att värdera i sitt formande av innehållsmarknadsföring. Denna studie har tillämpat en kvalitativ metod i form av fokusgrupper där det empiriska materialet samlats in. Studien har utgått från respondenter inom generationen millennials. Resultatet visar att företag måste stå ut i mängden genom att vara relaterbara med konsumenten. Detta resultat tyder på att innehållsmarknadsföring är ett viktigt verktyg för företag att integrera med potentiella konsumenter.The benefits that come from marketing on social media are many, but companies need to become more innovative to stand out from the crowd. Through communication in digital marketing, the integration between companies and customers has improved. Nowadays, consumers are looking for some kind of entertainment in marketing to first react and then share the content with others. Content marketing, which is a part of brand communication, is mainly about meeting consumers' needs that create commitment and value by communicating the company's content without focusing on selling products. The purpose of content marketing is to further use content that attracts the consumer instead of forcing it on the consumer. The generation of millennials expects companies to communicate with their customers on social media. The majority of millennials also identify fashion trends through the online brand community, which is more than any other generation. This is because the generation is involved in information exchange and online shopping more than any other generation and is more technical. The main focus of this essay is to examine millennials 'reasoning about clothing companies' content marketing on Instagram. The essay comes to attributes that are important for companies to value in their shaping of content marketing. This study has applied a qualitative method in the form of focus groups where the empirical material has been collected. The study was based on respondents within the millennial generation. The results show that companies must stand out in the crowd by being relatable to the consumer. This result suggests that content marketing is an important tool for companies to integrate with potential consumers. The chosen language in this study is swedish.
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Andersson, Simon, and Kevin Arnvaller. "Social Media: How to Interact with Millennials and Make Use of Self-Segmentation : A Case Study of Swedish Millennials’ Behavior on Facebook." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-63155.
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Social media are online accommodations where users can interact with other users, which has become a phenomenon that has grown and completely exploded over the past decade. Companies are well aware of this and has invested a large amount of resources in order to establish a better contact with their customers. Companies have several different fields of applications with social media such as gathering information, promotion, communicating with customers and reach out to desired audience effectively. Millennials are the generation who most frequently use social media and also grown up during the phenomenon's development. Previous research has shown that companies have had difficulties in reaching out to the millennial generation. This thesis purpose is to gain a deeper understanding of how companies can use social media to facilitate the segmentation process and effectively reach out to the millennial generation. Therefor two research questions have been established. The two research questions have been answered with assistance from relevant theory and research in the subject area. A case study was applied for the study, where the data was gathered from two focus groups discussing the social media platform Facebook. Each focus group consisted of eight participants within the millennial generation containing basic knowledge in marketing. The study’s result indicates millennials to follow (and thereby self-segment themselves) influential profiles they have a personal interest towards. However, Facebook is not the platform where the millennials follow these profiles. The study also indicates the best way to capture millennials interest on Facebook is through short, humorous videos with an interest capturing beginning. The study’s results also show millennia’s have a low interest in interacting with companies on Facebook.Sociala medier är onlineplatser där personer kan interagera med varandra. Detta fenomen har vuxit i en accelererande fart under de senaste decenniet och fångat stort intresse hos företag som lägger massiva resurser på att få en bättre kontakt med sina kunder. Företag har åtskilda användningsområden av sociala medier, som till exempel att samla kundinformation, marknadsföra sig, kommunicera med kunder och att nå ut till en önskad målgrupp. Millennials är den generationen som flitigast använder sociala medier och har växt upp under fenomenets utveckling. Tidigare forskning visar att företag har haft svårigheter med att nå ut till millennial generationen. Denna uppsats syfte är därför att ge en djupare förståelse om hur företag kan använda sig av sociala medier för att förenkla segmenteringsprocessen och nå ut till millennial generationen. För att få en djupare förståelse inom område, har vi formulerat två forskningsfrågor. Forskningsfrågorna har i sin tur blivit besvarade med ståndpunkt i relevant teori och forskning inom området. Studien utfördes som en fallstudie, där informationen samlades in från två fokusgrupper som diskuterade Facebook. Vardera fokusgrupp bestod av åtta deltager inom millennial generationen, med grundläggande marknadsförings kunskaper. Studiens resultat indikerar på att millennial generationen följer (och där igenom själv-segmenterar sig själva) inflytande profiler de finner ett personligt intresse för. Dock är Facebook inte den plattform de använder för att följa dessa profiler. Vidare indikerar studien att det bästa sättet att fånga millennial generationens intresse är genom en kort, roligt video, där något intressant händer under de första sekunderna. Studiens resultat visar även att millennial generation inte har något större intresse av att interagera med företag på Facebook.
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Alsahli, Mohammad Saad. "Customer Engagement Behaviour: A Case Study of Antecedents, Outcomes and the Moderating Role of Susceptibility to Informational Influences in Saudi Arabia’s on Twittersphere." Thesis, 2021. https://vuir.vu.edu.au/43945/.
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Customer engagement behaviour (CEB), which is a customer’s behavioural
manifestation towards a brand beyond a purchase resulting from motivational drivers (van
Doorn et al., 2010), has evolved with the advent of social media. CEB with brands is
facilitated through social media in real time using a variety of methods, such as word of
mouth activities, commenting and sharing in an online context. As many customers now
depend on their social media for information about brands, CEB on social media platform
has important consequences for brands, including the potential to enhance customerbrand relationships (Gómez et al., 2019; Hollebeek, 2011a). Nonetheless, there is limited
knowledge regarding the concept of CEB within the context of social media platforms
and brands lack enough knowledge and understanding of CEB to properly measure it and
manage its drivers towards beneficial brand outcomes (e.g., Touni et al., 2020; Hamzah
et al., 2021).
This thesis aims to investigate the concept of CEB with brands in the social media
platforms, with a focus on the Twitter platform, and to identify its antecedents and
outcomes. This thesis proposed and tested a model that (a) conceptualises and measures
CEB with the brand on Twitter; (b) tests the effects of tie strength, homophily and trust
in driving CEB with the brand on Twitter; (c) tests for the moderating role of
susceptibility to informational influences on the link between CEB and its antecedents;
and (d) tests the impact of CEB on customer–brand relationships including brand trust,
brand commitment and brand loyalty.
Saudi Arabia and the Twitter platform were chosen as the contexts of the current
study. Saudi Arabia is viewed as a lucrative customer market for a wide range of local
and global brands (Abalkhail, 2018) and Twitter is one of the country’s most popular social media platforms (Statista, 2021). Furthermore, Saudi Arabia has surpassed other
nations in social media usage, with an exponential annual growth rate of 8% (Kemp,
2021b).
Quantitative research employing an online survey was conducted to collect data
to examine the proposed model. Using the snowball sampling technique to recruit Saudi
Arabians with Twitter accounts to participate in the research, a sample size of 400 was
obtained. Exploratory and confirmatory factor analysis were used to confirm the factorial
stability and multidimensionality of the proposed factors, followed by Structural Equation
Modeling to confirm the structural model and test the hypothesised relationships among
the key variables in the model.
The thesis theoretically and practically contributes to the literature of CEB
regarding the social media context and enhances our understanding of the concept.
Theoretically, the study provides conceptualisation and measurement of CEB on Twitter
and identifies its key antecedents and relational outcomes. First, the findings validate the
conceptualisation and operationalisation of CEB on Twitter as three dimensions—
learning, sharing and endorsing. Second, they provide evidence regarding the role of trust
in driving CEB with a brand on Twitter. Third, the findings provide support for the impact
of CEB on enhancing positive brand-related behavioural outcomes on Twitter and offer
evidence regarding the role that susceptibility to informational influence may have in
strengthening the relationship between engagement behaviours and their antecedents.
Practically, the proposed model enhances marketers’ understanding of CEB on Twitter
and thus encourages the development of stronger consumer engagement strategies on
Twitter.
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Tzeng, Jiun-Chi, and 曾俊奇. "Innovativeness, customer engagement, and customer value co-creation behaviors." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/qz4m44.
Full textAbstract:
碩士國立臺中科技大學
財務金融研究所碩士班
107
Customer value co-creation behaviors play a critical role in determining customer satisfaction. However, few hospitality studies have examined how innovativeness affects customer value co-creation behaviors. This study examined the effect of innovativeness on customer value co-creation behaviors to clarify the mediating role of customer engagement. Survey data from 496 customers demonstrated that innovativeness is positively related to customer engagement and customer value co-creation behaviors. Customer engagement is positively associated with customer value co-creation behaviors. Furthermore, customer engagement mediates the association between innovativeness and customer value co-creation behaviors. This study extends current knowledge on customer value co-creation and examines the associations among innovativeness, customer engagement, and customer value co-creation behaviors. The results can serve as a reference for restaurant managers in terms of innovative practices and customer relationship management.
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Wang, Zih-Hui, and 王姿惠. "Antecedents and Consequences of Customer Engagement Behavior in Social Media." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/3g3tn2.
Full text
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WANG, CHING-HSUAN, and 王景萱. "The Effect of Media Message Characteristics on Customer Engagement Behavior: A Study of Retail Facebook Pages." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/78uru3.
Full textAbstract:
碩士東吳大學
企業管理學系
105
With the rise of social media, companies can through the fan page, brand content related information posted on the fan page, and interact with the fans, and posted the message content is not only simple text, as well as movies, GIF pictures , giveaway or promotional activities and questions presented in a way. In the past studies have focused on the characteristics of the message, such as message vivid, interactive entertainment and the like. Therefore, this study wanted to investigate the properties of different media messages (brand centrality and media richness), the fans were involved in customer behavior (according to like, comment and share) the influence. This study observed through retail stores can brand fan page of the Taiwan Area and record each fan page daily posting, collected a total of 1,112 last pen data, while using hierarchical regression and two-way ANOVA for hypothesis test. The findings of this study show that different media messages feature, it will certainly affect the willingness of customers to participate in acts of your fans, in particular, the message has videos and pictures appear, it will increase the involvement of the behavior of fans. Therefore, the results of this study may refer to the business of brand fan page, use media messaging features, content to play a brand of marketing effect.
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Teixeira, Raquel Pontes Ahrens. "The use of co-creation in camping and its relationship with customer engagement." Master's thesis, 2020. http://hdl.handle.net/10071/21912.
Full textAbstract:
The consumption of tourism and hospitality experiences has increased over the past decade.
Nowadays, with the advancements in technology, aligned with more demanded and empowered
customers, hospitality environments are more competitive than ever. Managers seek to provide
unique customer experiences to differentiate themselves from those competitors and engage
with their clients. Consumers want to be involved in the process and have higher expectations
about what they are buying and the experience they have.
As growth and value creation have become central objectives for managers, the interaction
between brands and consumers is the core of value creation and value extraction, mainly due to
the shift to experiences. However, few hospitality literatures have examined how customer
engagement influences customer value co-creation behaviors, which includes customer
participation and citizenship behaviors.
This research investigates the influence of customer engagement in customer value cocreation
behaviors, in the outdoor hospitality industry, more specifically in the camping sector.
This study extends current knowledge on customer co-creation and examines the associations
between customer engagement and its dimensions and customer value co-creation behaviors.
Survey data from 130 customers of Clube de Campismo de Lisboa, demonstrates that customer
engagement is positively associated with customer participation behaviors and customer
citizenship behaviors, being interaction the dimension that has a bigger impact on them.
Research conclusions suggest strategic directions for camping managers in terms of
customer relationship management to boost customer engagement, leading to customers more
prone to co-create, unique, and personalized experiences with them.O consumo de experiências turísticas aumentou na última década. Atualmente, com os avanços tecnológicos, alinhados a clientes cada vez mais exigentes, a indústria da hospitalidade está mais competitiva que nunca. Os gerentes procuram fornecer experiências únicas ao cliente para se diferenciarem e aumentarem o engagement. Os consumidores querem estar envolvidos no processo, têm expectativas elevadas sobre o que compram e a experiência que lhes é proporcionada. O crescimento e a criação de valor tornam-se objetivos centrais para os gestores, a interação entre marcas e consumidores é o núcleo da criação e extração de valor, principalmente devido à mudança para experiências. No entanto, poucas literaturas de hospitalidade examinam como o envolvimento do cliente influencia os comportamentos de co-criação de valor, o que inclui comportamentos de participação e de cidadania. Esta pesquisa investiga o efeito que o envolvimento do cliente tem nos comportamentos de co-criação, na indústria de hospitalidade ao ar livre, no setor do campismo. Este estudo amplia o conhecimento atual sobre a co-criação e examina as associações entre o envolvimento do cliente e suas dimensões e os comportamentos de co-criação. Os dados do inquérito a 130 clientes do Clube de Campismo de Lisboa, demonstram que o envolvimento do cliente está positivamente associado a comportamentos de participação e de cidadania, sendo que a interação é a dimensão com maior impacto sobre os mesmos. As conclusões sugerem direções estratégicas para gerentes de campismo em termos de gestão de relacionamento com o cliente para aumentar o envolvimento do mesmo, levando-o a co-criar experiências únicas e personalizadas.
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Chen, Wei-Hua, and 陳韋樺. "Investigating Factors Influencing Customers’ Co-Creation Behaviors- the Perspectives of Brand Community Engagement and Self-Determination Theory." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/n4dnwm.
Full textAbstract:
碩士國立高雄應用科技大學
資訊管理研究所碩士班
105
With the growing of networks, every brand and service provider use brand community and Facebook fan-page to maintain and enhance customer loyalty and stickiness. Based on self-determination theory, this study examines factors influencing customers’ brand community engagement, and the impact of customers’ brand community engagement on their voluntary participation of co-creation behavior. The study adopted a questionnaire survey method. The questionnaires were distributed via the Internet. Totally 324 questionnaires were received, with 260 valid responses. The valid response rate is approximately 80.24%. The data were then analyzed through descriptive statistics and structural equation modeling statistics. The results show that: 1. Customers would engage in brand community when their perceptions of self and brand connections, competence and relatedness are high. 2. Customer engagement in brand community positively influences customers’ co-creation behavior.