Статті в журналах: "Customer engagement behaviour"

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Rather, Raouf Ahmad, and Jyoti Sharma. "Customer engagement for evaluating customer relationships in hotel industry." European Journal of Tourism, Hospitality and Recreation 8, no. 1 (May 1, 2017): 1–13. http://dx.doi.org/10.1515/ejthr-2017-0001.

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AbstractCustomer engagement can be used as a proxy in customer behaviour research for evaluating customer relationships towards a company and/or brand. Companies are increasingly recognizing the value of establishing close customer relationships. The objective of the research was to explore the associations among customer engagement dimensions and loyalty for evaluating customer relationships in hotel industry. Furthermore, the study evaluated the level and influence of new customers and repeat customer segments. The questionnaires were completed by 240 customers from five star hotels (30% customers) and four star hotels (70% customers) in Jammu and Kashmir, India. Descriptive, exploratory factor analysis, confirmatory factor analysis and regression analysis were used to test the constructs. The results suggested that customer engagement (CE) makes a substantial contribution to the prediction of loyalty in building customer relationships. The findings proposed that hoteliers can actively incorporate strategies to enhance CE, which eventually develops a sustainable loyal customer relationship. The results could be effective to hoteliers in engaging customers while marketing, branding, differentiating and segmenting its products and services in building loyal customer relationships. Moreover, segmenting the customers offers a deeper and more inclusive knowledge of nature of customer relationships and how engagement can be fostered and developed among diverse customer segments.

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Mohd Ridzuan, Nur Amira, Rasidah Hamid, Mohd Hanafi Azman Ong, and Ilma Andriasri Pratiwi. "Exploring the influence of e-Service Quality toward Customer Engagement Behavior via PLS-SEM: Findings from a hotel’s customer perspective." Environment-Behaviour Proceedings Journal 7, no. 21 (September 30, 2022): 263–69. http://dx.doi.org/10.21834/ebpj.v7i21.3748.

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Covid-19 has a significant impact on the hotel's operations. The reopening process has begun, especially on the hotel website. Therefore, the hotel industry must understand the need to influence customers' choices through advanced I.T. This study is intended to explore the effect of t e-service quality on customer engagement behaviors via the SEM method with the PLS estimation technique with 247 respondents. The findings indicate that system availability is the most significant influence influencing customer engagement behaviors, followed by system efficiency, system privacy/security, and system fulfillment. This finding will help the hotel's manager boost customer engagement. Keywords: e-service quality, customer engagement, hotel industry, website. eISSN: 2398-4287 © 2022. The Authors. Published for AMER ABRA CE-Bs by e-International Publishing House, Ltd., U.K. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians/Africans/Arabians), and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia. DOI: https://doi.org/10.21834/ebpj.v7i21.3748

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Shaheen, Musarrat, Farrah Zeba, Vaibhav Sekhar, and Raveesh Krishnankutty. "Linking home–work interface, work engagement and psychological capital to customer advocacy." Journal of Global Operations and Strategic Sourcing 12, no. 2 (June 17, 2019): 268–87. http://dx.doi.org/10.1108/jgoss-08-2017-0033.

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Purpose This paper aims to examine the influence of the work–family interface on both work engagement and the psychological capital (PsyCap) of the liquid workforce. Also, drawing from the literature on consumer behaviour, the second objective of this paper is to investigate the impact of work engagement and PsyCap on customer advocacy. Design/methodology A dyadic study was conducted, comprising 200 nurses and 200 patients from different healthcare service providers of India. Structural equation modelling was used to analyse the responses collected from nurses and the patients whom they served. Findings The results confirm that the home–work interface has a positive impact on work engagement and PsyCap. The findings also confirm a positive impact of PsyCap on customer advocacy, but the effect of work engagement on customer advocacy was not significant. Research implications This study confirms that to keep liquid workers engaged in their work and to enhance their personal PsyCap, an organisation should provide the opportunity to maintain a balance between work and home needs. The findings also confirm that personal psychological resources (PsyCap) facilitate prosocial helping behaviour, which keeps customers closer and maintains them as true representatives of the organisation. Originality/value The present study is one of only a few preliminary studies examining the predictors of work engagement of liquid workers. Also, an inter-disciplinary approach was taken to understand the link between employee-level variables (home–work interface, work engagement and PsyCap) and a customer-level variable (customer advocacy).

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Ramadhanti, Alya Rysda, Rafa Syafiq Bastikarana, Andry Alamsyah, and Sri Widiyanesti. "Determining Customer Relationship Management Strategy With Customer Personality Analysis Using Ontology Model Approach." Jurnal Manajemen Indonesia 20, no. 2 (August 30, 2020): 83. http://dx.doi.org/10.25124/jmi.v20i2.3196.

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Indonesia is a market with attractive e-commerce growth in the past four years. The tight competition made the company try to find ways to maintain customer loyalty, including making improvements to the Customer Relationship Management (CRM) strategy. The way to establish a good CRM strategy is driven by a good approach from the company to customers. Through the process of understanding customer personality, major companies able to understand their customer behaviour, therefore, companies driven by their marketers can perform product marketing activities that are tailored to the tendency of the customer's personality. This research was conducted to determine the personality of the customer by utilizing data obtained from online reviews of several products using the ontology model approach. Personality is measured based on words and phrases given by customers through their online reviews with the help of the Big Five Personality theory in the classification process. The results of this study indicate that the measurement of personality using an ontology model reconstructed with the n-gram algorithm shows that customers on several products have different personalities. These personalities can be used as a foundation in determining and establishing CRM strategies in order to gain higher customer engagement. Keywords—Customer Relationship Management; Online Review; Ontology Model; Personality Measurement

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Rabbanee, Fazlul K., Mohammad Moinul Haque, Shanta Banik, and Mohammad Majedul Islam. "Managing engagement in an emerging economy service." Journal of Service Theory and Practice 29, no. 5/6 (December 9, 2019): 610–38. http://dx.doi.org/10.1108/jstp-12-2018-0276.

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Purpose The purpose of this paper is to offer a better understanding of managing engagement in an emerging economy service. It explores the role of organisational climates for initiative and psychological safety as the key drivers of employee engagement (EE). It also examines the effects of EE on customer engagement (CE) and, in turn, on relationship commitment and switching intention. Design/methodology/approach Data were collected through a structured survey of service employees and customers of 69 bank branches in Bangladesh using two survey instruments. Responses were collected from 156 employees and 316 customers. A dyadic data set was created by matching customer data with the corresponding employee data collected from each bank branch. Structural equation modelling using AMOS (version 22.0) was employed for data analysis. Findings Organisational climates for initiative and psychological safety positively influence EE. In turn, EE significantly influences CE which has a significant impact on customer relationship commitment and switching intention. Research limitations/implications Future research could consider actual customer behaviour, such as repeat purchase, as the key outcome variable. Practical implications The findings emphasise that investment by service managers in organisational resources to facilitate favourable climates for initiative and psychological safety would engage employees at work, which would ultimately help to attain CE and commitment, and reduce switching intention. Originality/value This research extends the existing engagement literature with empirical evidence supporting two new EE drivers and two new CE outcomes. It offers a better understanding of managing engagement in the financial services industry of an emerging economy, focussing on the relationship chain from organisational climate to EE, CE and customer-based outcomes.

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Hao, Fei. "The landscape of customer engagement in hospitality and tourism: a systematic review." International Journal of Contemporary Hospitality Management 32, no. 5 (May 6, 2020): 1837–60. http://dx.doi.org/10.1108/ijchm-09-2019-0765.

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Purpose This paper aims to deliver a systematic review of customer engagement in hospitality and tourism by synthesising existing literature, thus presenting a state-of-art landscape of customer engagement research. Design/methodology/approach A total of 173 peer-reviewed articles were collected from seven databases, spanning from 2007 to 2020. A systematic review was conducted by analysing, categorizing and synthesising existing studies to examine the evolution, conceptual nature, typology and measurement of the existing literature on customer engagement in hospitality and tourism. Findings This study provides an overview of the temporal, spatial, sectoral and journal-wise distribution of customer engagement in hospitality and tourism. A comprehensive definition of customer engagement is proposed based on five fundamental propositions. Scrutiny of customer engagement studies in hospitality and tourism presents four sub-forms, including online customer engagement, tourist engagement, customer brand engagement and customer engagement behaviour. Additionally, the research methods, dimensionality and measurement scales of customer engagement are systematically reviewed. Originality/value This study is the first systematic review of customer engagement research in the field of hospitality and tourism. The original definition leads to an improved understanding of customer engagement. This study is also the first to propose a clear typology of customer engagement to enhance consistency in usage.

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Theocharis, Dimitrios, and Georgios Tsekouropoulos. "Customer engagement model and consumer behaviour within omnichannel retailing." International Journal of Technology Marketing 16, no. 1/2 (2022): 131. http://dx.doi.org/10.1504/ijtmkt.2022.122456.

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Dimitrios, Theocharis, and Georgios Tsekouropoulos. "Customer engagement model and consumer behaviour within omnichannel retailing." International Journal of Technology Marketing 16, no. 1/2 (2022): 1. http://dx.doi.org/10.1504/ijtmkt.2022.10044468.

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Nayak Kini, Archana, and Savitha Basri. "An empirical examination of customer advocacy influenced by engagement behaviour and predispositions of FinTech customers in India." F1000Research 11 (May 23, 2022): 27. http://dx.doi.org/10.12688/f1000research.74928.2.

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Background: The extensive adoption and usage of emerging technologies furthered by the global coronavirus disease 2019 (COVID-19) pandemic, has reduced direct face to face communications. New FinTech (financial technology) apps and technologies are flooding the Indian digital payments market and competitors are striving hard to attract and retain their customers. Especially when customer engagement behaviours (CEBs) are digital in nature, it is essential to gauge the intrinsically driven customer motivations which drive a positive CEB. The objective of this paper was to empirically test the influence of customer-based antecedents such as emotions, moral identity, self-concept, communal focus, perceived cost and perceived benefits on non-transactional experiential customer engagement behaviours (CEBs) and CEB’s effect on customer advocacy in the FinTech industry. Methods: Data from 380 financial app users in south India were gathered by administering a survey that captured customer predispositions, CEBs, and customer advocacy. Structural equation modelling (SEM) using smart PLS (partial least squares) 3.0 was applied to test the theoretical model. Results: Results indicate that CEB fully mediates the relationship between self-concept and customer advocacy. The positive CEBs get formed through customer predispositions leading to referral/advocacy behaviours. Conclusions: This paper provides directions for FinTech practitioners, marketers, technologists, and academicians to devise marketing strategies customized to customer needs and factors. This is one of the first research studies to demonstrate and empirically validate the CEB model for the FinTech industry during the COVID-19 pandemic.

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Nayak Kini, Archana, and Savitha Basri. "An empirical examination of customer advocacy influenced by engagement behaviour and predispositions of FinTech customers in India." F1000Research 11 (January 11, 2022): 27. http://dx.doi.org/10.12688/f1000research.74928.1.

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Background: The extensive adoption and usage of emerging technologies furthered by the global coronavirus disease 2019 (COVID-19) pandemic, has reduced direct face to face communications. New FinTech (financial technology) apps and technologies are flooding the Indian digital payments market and competitors are striving hard to attract and retain their customers. Especially when customer engagement behaviours (CEBs) are digital in nature, it is essential to gauge the intrinsically driven customer motivations which drive a positive CEB. The objective of this paper was to empirically test the influence of customer-based antecedents such as emotions, moral identity, self-concept, communal focus, perceived cost and perceived benefits on non-transactional experiential customer engagement behaviours (CEBs) and CEB’s effect on customer advocacy in the FinTech industry. Methods: Data from 380 financial app users in south India were gathered by administering a survey that captured customer predispositions, CEBs, and customer advocacy. Structural equation modelling (SEM) using smart PLS (partial least squares) 3.0 was applied to test the theoretical model. Results: Results indicate that CEB fully mediates the relationship between self-concept and customer advocacy. The positive CEBs get formed through customer predispositions leading to referral/advocacy behaviours. Conclusions: This paper provides directions for FinTech practitioners, marketers, technologists, and academicians to devise marketing strategies customized to customer needs and factors. This is one of the first research studies to demonstrate and empirically validate the CEB model for the FinTech industry during the COVID-19 pandemic.

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Mathews, Jose, and Tshering Lhamo. "Customer Engagement: An Experiential System View." Delhi Business Review 23, no. 1 (2022): 9–22. http://dx.doi.org/10.51768/dbr.v23i1.231202202.

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Purpose - This conceptual research analyses the interrelationship of cognition and affect in the development of customer engagement in the backdrop of the cognitive-experiential self-theory. Design/methodology/approach - The existing literature on the interpretation of customer engagement and cognitive experiential self-theory is used to develop the new theoretical framework of customer engagement Findings -The multidimensional view of the interaction between the intra-psychic subsystems of cognition, affect, inner dispositions and behaviour is the one generally followed by investigators in the analysis of customer engagement. In the dynamics of customer engagement, it has been recognized that cognition and affect individually and interactively contribute to the state of customer engagement as these are considered to be the core processes of engagement. Research limitations - Being a conceptual paper, primary empirical support is lacking to explain the cognitive-experiential system view of customer engagement Practical implications -The mechanisms of customer engagement in the application of marketing strategy and the understanding of the consumption patterns of the consumer provide new insights to the marketing activities and the consumer. Originality/value -The suggested framework of customer engagement provides yet another way of interpreting the same from the perspective of intra-individual sub-systems.

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Kamboj, Shampy, Manika Sharma, and Bijoylaxmi Sarmah. "Impact of mobile banking failure on bank customers' usage behaviour: the mediating role of user satisfaction." International Journal of Bank Marketing 40, no. 1 (September 29, 2021): 128–53. http://dx.doi.org/10.1108/ijbm-10-2020-0534.

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PurposeThis study seeks to observe the association between mobile banking failures, use of m-banking and customer engagement to determine the contribution of user satisfaction towards m-banking as mediator between the aforementioned relationship.Design/methodology/approachThis study proposes a Mobile Banking Failure Model (MBFM) by integrating four failure dimensions (functional, system, information and service) based on Tan's failure model and DeLone and Mclean's Information Success model. In this paper, data was gathered from 338 respondents, who were the customers of banks and regular users of m-banking services of their respective banks in India. A survey method was employed to collect data. Structure equation modelling (SEM) was used to analyse the collected data.FindingsThe results suggest that all m-banking failure dimensions (functional, system, information and service) affect the use of m-banking, which in turn affects user satisfaction towards m-banking and customer engagement. Additionally, this study found that user satisfaction towards m-banking acts as a partial mediator between the use of m-banking and customer engagement.Research limitations/implicationsThe banking failure and its use by customers have been examined in the context of mobile banking in India only and thereby limits the generalization of results to other industry and country contexts.Practical implicationsThe results of this paper will guide bank managers and policy planners in implementing MBFM in the Indian banking context, specifically for their m-banking apps.Originality/valueThe use of m-banking, user satisfaction towards m-banking and customer engagement have been added as three supportive variables to the basic Tan's failure model and DeLone and Mclean's Information Success model to examine the impact of m-banking failure on bank customers' usage behaviour. This is a novel addition to the extant literature, as most empirical works in this domain are from industries other than banking (specifically m-banking) and with differing contexts.

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Ajiboye, Tolu, John Harvey, and Sheilagh Resnick. "Customer engagement behaviour on social media platforms: A systematic literature review." Journal of Customer Behaviour 18, no. 3 (December 20, 2019): 239–56. http://dx.doi.org/10.1362/147539219x15774563471801.

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Customer engagement behaviours (CEB) on social media have the potential to strengthen relationships between firms and customers. However, there have been no systematic attempts to review the antecedents of CEB on social media despite wide recognition of its importance. Using a systematic literature review method, we provide an in-depth analysis of the extant empirical literature on CEB in relation to social media platforms. Results indicate that there are five key antecedent causes and these are identified in the literature as: (1) social links; (2) ownership-value; (3) search for information; (4) involvement; and (5) functionality. These represent the key antecedents of engagement for firms using social media. Our review is the first to bring together an in-depth secondary data analysis of the antecedents of CEB in social media platforms. We subsequently identify three epistemological tensions within the corpus, and suggest directions for future research in order to advance the understanding of CEB in relation to social media.

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Mudondo, C. D., and K K Govender. "The Impact of Social Media Marketing on Zimbabwean Commercial Bank Customers Behaviour." Restaurant Business 118, no. 10 (October 18, 2019): 373–90. http://dx.doi.org/10.26643/rb.v118i10.9332.

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While research has underscored the benefits of social media marketing, organizations including banks, still fail to justify their continued investment on social media marketing, mainly because its impact on customer behaviour remains unclear. Thus, this study aimsto establish the impact of social media marketing (SMM) on Zimbabwean commercial bank customers’ behaviour, from a Social Exchange Theory (SET) perspective. The objectives included determining the influence of the SET determinants inherent in SMM on commercial bank customers’ satisfaction; loyalty and repurchase intentions. A quantitative research approach was used to survey 384 bank customers in Harare and Bulawayo, Zimbabwe, using a structured questionnaire. Descriptive and inferential statistical analyses were conducted using the Statistical Package for Social Sciences program. Structural Equation Modellingrevealed a positive and significant relationship between the perceived social, informational and monetary benefits inherent in SMM and the bank customers’ satisfaction. There was also a significant positive relationship between social connectedness inherent in SMM and the bank customers’ loyalty. Furthermore, significant positive relationships were found between perceived fairness, customer engagement, perceived reciprocity inherent in SMM and bank customers’ trust, while the strength of community ties inherent in SMM is negatively and significantly related to bank customer loyalty. It is thus recommended that marketers take cognizance of the influence of the social exchange theory determinants inherent in social media marketing on customer behaviour, when developing and implementing social media marketing strategies and policies.

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Chi, Ming, Paul Harrigan, and Yongshun Xu. "Customer engagement in online service brand communities." Journal of Services Marketing 36, no. 2 (October 11, 2021): 201–16. http://dx.doi.org/10.1108/jsm-09-2020-0392.

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Purpose Online service brand communities (OBCs) are an essential services marketing channel and relationship marketing tool, in which social capital (SC) is a critical success factor. Underpinned in social identity and social exchange theories, this paper aims to explore the effects of SC on customer brand engagement (CBE), considering the roles of collective psychological ownership (CPO), customer citizenship behaviour (CCB) and perceived community support (PCS). Design/methodology/approach The research model was tested using survey data from 256 participants; 137 from the Xiaomi Community and 119 from the Huawei Fan Club. Partial least squares-structural equation modelling analysis was used. Findings SC drives CBE. CPO and CCB are important mediators, whilst PCS is an important moderator. Practical implications Brand marketers need to foster SC in OBCs to achieve the maximum level of customer engagement. The authors provide recommendations as to how to build structural, relational and cognitive SC, as well as CPO, CCB and PCS. In short, brand marketers need to foster an interactive, empowering and supportive environment. Originality/value The authors further service research around the humanisation of technology. Specifically, OBCs are social spaces for brands and customers, and a key enabler of relationship marketing principles, such as CBE. The authors test the roles of structural, cognitive and relational SC in engagement in OBCs, through CPO and CCB. This holistic picture of engagement in OBCs is an important foundation for future service research.

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Mohamed, Rozita Naina, Rosidah Musa, Ramesh Krishnan, and Shafinar Ismail. "The Modern Retail Customer's Experience on Customer Engagement: Evidence from Health and Personal Care Stores in Malaysia Using Structural Equation Modelling Approach (SEM)." Global Journal of Business and Social Science Review (GJBSSR) Vol. 1(4) 2013 1, no. 4 (October 29, 2013): 28–34. http://dx.doi.org/10.35609/gjbssr.2013.1.4(4).

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Objective- The modern retail experience is about more than buying products. It's about the feeling the customer gets from being in your store, the way it makes them feel, and how it addresses the person they want to be. In today's business arena customers are prime assets for an organization and managing the customer relationship is equally critical for the organizations. This paper aims to address the emotional response of customers, which would lead to three dimensions of emotions which are a pleasure, arousal and dominance. This research was conducted in order to observe the buying behaviour of customers that shop at health and personal cares retail outlets. Methodology/Technique A hypothesized model which integrates two major antecedents of health and personal cares retail stores brand was analysed and tested rigorously using the SEM. The model was tested using 400 usable questionnaires of adult respondents who reside in chosen urban areas in Malaysia. The study has used a self-administered questionnaire distributed by using retail outlets intercept. This paper contributes to the understanding about the importance of food allergy awareness among public. Findings - - The results show that socio-demographic variables such as age, education, income level and work sector as well as modern grocery retail format, servicescape and customer emotion experience have significant positive effect of customer engagement on health and personal cares of retail stores brand. Novelty - These findings have important implications that demonstrate the originality or value for health and personal cares retail stores and consumer behaviour body of knowledge. Type of Paper Empirical Paper Keywords: Customer Emotions; Customer Engagement; Modern Retail and Health and Personal Care Stores.

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Chiang, I. Ping, Shih Hui Lo, and Ling-Hui Wang. "Customer Engagement Behaviour in Social Media Advertising: Antecedents and Consequences." Contemporary Management Research 13, no. 3 (September 30, 2017): 193–216. http://dx.doi.org/10.7903/cmr.17673.

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Bitter, Sofie, Sonja Grabner Kräuter, and Robert J. Breitenecker. "Customer engagement behaviour in online social networks - the Facebook perspective." International Journal of Networking and Virtual Organisations 14, no. 1/2 (2014): 197. http://dx.doi.org/10.1504/ijnvo.2014.065088.

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Busalim, Abdelsalam H., Fahad Ghabban, and Ab Razak Che Hussin. "Customer engagement behaviour on social commerce platforms: An empirical study." Technology in Society 64 (February 2021): 101437. http://dx.doi.org/10.1016/j.techsoc.2020.101437.

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Malhan, Mohit, Prem Prakash Dewani, Achint Nigam, Daicy Vaz, and Emmanuel Akaehomen Abumere Ogbeibu. "Exploring Customer Engagement on Social Networking Sites." Journal of Global Information Management 30, no. 5 (December 13, 2021): 1–28. http://dx.doi.org/10.4018/jgim.296724.

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The growth in popularity of social media and its perfunctory use by individuals throughout the day has sprouted the need to study Customer Engagement (CE) on Social Networking Sites (SNSs) from the consumer’s lens. To understand user behaviour, it is thus imperative to explore CE from their perspective. This study examines customer engagement and its antecedents and consequences on Social Networking Sites (SNSs) in an emerging economy. Data from 21 semi-structured focus group discussions (FGDs) and 42 in-depth interviews (IDIs) were analysed through a grounded theory approach using Nvivo coding. The results highlight the usage patterns and conditions faced by users on SNSs and establish the presence of information overload faced by users. The study also shows various parameters related to post and individual that lead to passive and active engagement on these platforms. Our study has direct implications for marketing managers across industries as it unravels various levers necessary to succeed on SNSs.

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Naumann, Kay, Jana Bowden, and Mark Gabbott. "Expanding customer engagement: the role of negative engagement, dual valences and contexts." European Journal of Marketing 54, no. 7 (March 4, 2020): 1469–99. http://dx.doi.org/10.1108/ejm-07-2017-0464.

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Purpose The purpose of this study is to operationalise and measure the effects of negative customer engagement (CE) in conjunction with positive CE. Both valences are explored through affective, cognitive and behaviour dimensions, and, in relation to the antecedent of involvement and outcome of word-of-mouth (WOM). It also explores the moderating influence of service context by examining engagement within a social service versus a social networking site (SNS). Engagement with the dual focal objects of a service brand and a service community are also examined. Design/methodology/approach Structural equation modelling is used to analyse 625 survey responses. Findings Involvement is a strong driver of positive CE, and positive CE has a strong effect on WOM. These findings are consistent across the “brand” and “community” object, suggesting positive CE is mutually reinforced by different objects in a relationship. Positive CE is also found to operate consistently across the service types. Involvement is a moderately negative driver of negative CE, and negative CE is a positive driver of WOM. These relationships operate differently across the objects and service types. Involvement has a stronger inverse effect on negative CE for the social service, diverging from assumptions that negative CE is reflective of highly involved customers. Interestingly, negative CE has a stronger effect on WOM in the social service, highlighting the active and vocal nature of customers within this service context. Originality/value To the best of the authors’ knowledge, this is the first paper to quantitatively measure positive and negative valences of engagement concurrently, and examine the moderating effect of dual objects across contrasting service types.

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Sahoo, Debjani, and Sreejesh S. Pillai. "Role of mobile banking servicescape on customer attitude and engagement." International Journal of Bank Marketing 35, no. 7 (October 2, 2017): 1115–32. http://dx.doi.org/10.1108/ijbm-09-2015-0144.

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Purpose The purpose of this paper is to examine the potential influence of the mobile banking (M banking) servicescape on customer attitude and engagement. The stimulus-organism-response framework was adapted to formulate a conceptual model, in which the M banking servicescape was modelled as an antecedent (stimulus) of customer attitudes towards M banking (organism), in turn directing customer behaviour (response), namely, customer engagement. Design/methodology/approach A web-based survey of 345 M banking users was conducted to gather data. The structural equation modelling technique was employed to analyse the conceptual model and test the proposed set of hypotheses. Findings The results of data analyses showed that M banking servicescape is a strong predictor of customer attitude towards M banking, which then influences customer engagement. The findings also demonstrate that customer attitudes towards M banking mediate both the M banking servicescape and engagement. Originality/value The extension of servicescape literature from the physical to the online context of M banking provides a notable new realm in which academicians can extend the current paradigms. This study also enhances understanding of potential improvements to customer attitude towards and engagement with M banking.

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Ali, Elhussein M. S., Mahmoud M. Hewedi, Safaa Abdelaleem Mohammad El Aidie, Nguyen Vu Hieu Trung, Md Sazzad Hossain, Gamal Sayed Ahmed Khalifa, and Vo Thi Thu Hong. "Determinants of customer engagement behaviour in hospitality industry: evidence from Vietnam." International Journal of Business Environment 1, no. 1 (2022): 1. http://dx.doi.org/10.1504/ijbe.2022.10048688.

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Sheng, Jie. "Being Active in Online Communications: Firm Responsiveness and Customer Engagement Behaviour." Journal of Interactive Marketing 46 (May 2019): 40–51. http://dx.doi.org/10.1016/j.intmar.2018.11.004.

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Hong, Vo Thi Thu, Gamal Sayed Ahmed Khalifa, Md Sazzad Hossain, Nguyen Vu Hieu Trung, Safaa Abdelaleem Mohammad El Aidie, Mahmoud M. Hewedi, and Elhussein M. S. Ali. "Determinants of customer engagement behaviour in hospitality industry: evidence from Vietnam." International Journal of Business Environment 14, no. 1 (2023): 94. http://dx.doi.org/10.1504/ijbe.2023.127695.

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Lan, Nguyen Thu. "Investigation of the Student Engagement Behaviour at the Faculty Level in a University." South Asian Journal of Business and Management Cases 9, no. 1 (December 18, 2019): 112–24. http://dx.doi.org/10.1177/2277977919881249.

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The application of service-dominant logic (SDL) is the background for analyzing student engagement behaviour in this research. The case setting is the Faculty of Marketing belonging to National Economics University (NEU), Hanoi, Vietnam. The purpose is to investigate the types and the role of student engagement behaviour. Also, this study will identify antecedents affecting student engagement behaviour. This study used the case study method and data were collected through in-depth and focus group interviewing. A total of 25 undergraduate students at the Faculty of Marketing, NEU, Hanoi, were interviewed for this study. Findings show that among four types of student engagement behaviours, augmenting and influencing behaviour are the two most popular. The main findings indicated antecedents affecting customer engagement behaviours (CEBs) belonging to student-based and university-based factors. The most important antecedents in student-based factors are identified as the sense of initiative and student perception about the marketing occupation. The influential antecedents in university-based factors include the service provider’s career and vocational orientation, platforms for information exchange and feedback to student engagement behaviour. Based on the results, some managerial implications for the university and the faculty are proposed. Further, the research offers three research propositions related to the most important antecedents: the sense of initiative, the service provider’s career and vocational orientation and the reflective platform for information exchange and feedback towards CEB, which will have a positive effect on student engagement behaviour.

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Chatterjee, S., and P. Kulkarni. "Healthcare consumer behaviour: the impact of digital transformation of healthcare on consumer." CARDIOMETRY, no. 20 (November 21, 2021): 135–44. http://dx.doi.org/10.18137/cardiometry.2021.20.134143.

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Healthcare consumer behavior is influenced by the cumulativeimpact of internal/external factors. Individual considerations,and interplay amongst determinants, are both crucial. Today,customers demand more information, greater options, andreal-time interactions. Customer engagement has becomecrucial. Digital Transformation with emerging technologies likeAI, Blockchain, Telemedicine, etc., helps physicians, optimizessystems, improves patient experience, and reduces humanerrors.This paper discusses factors influencing healthcare consumers’behavior and provides insights into digital technologies toenhance the consumer experience. The qualitative method isused by engaging a closed consumer group in discussion andthrough in-depth interviews. The analysis provides an insightinto the behavior of healthcare consumers.The study finds that the new breed of consumers is wellinformed about healthcare providers’ digital readiness. Thefactors influencing consumers to select healthcare providersinclude digital readiness of the healthcare provider,good customer experience, word of mouth, and brand image.

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Khamtanet, Khamtanet, and Premruedee Jitkuekul. "Factors affecting Brand Loyalty on Green Product Consumption." GATR Journal of Management and Marketing Review 6, no. 1 (March 7, 2021): 16–23. http://dx.doi.org/10.35609/jmmr.2021.6.1(2).

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Objective - This study aims to investigate the importance of brand trust affecting green product repeat purchases using a statistics program with structural equation modelling (SEM) to conduct confirmation factor analysis and correlation analysis between the independent and dependent variables. Methodology/Technique – This study collected data from 820 green-product consumers in the northeast region of Thailand. Samples were recruited from 20 local department stores across 20 provinces. The study used a stratified sampling technique to stratify each province’s residents. Findings - SEM analysis shows that brand trust has a positive correlation to brand engagement and loyalty with a statistical significance value of 0.05, together with a beta coefficient value of 0.68 and 0.54. The study also found that brand engagement has positive correlation to loyalty with a statistical significance value of 0.05, together with a beta coefficient value of 0.75. These results mean that when the customer trusted the brand, it would lead to brand engagement and being big a fan of the brand. This is because the customer is unfamiliar with green products, and there are some critical factors such as price and quality. Thus, building brand trust would decrease customer apprehension. When customers feel safe, they will feel engage to the brand. Accordingly, when customers are engaged to the brand, they become loyal to the brand leading to repeat purchasers, word of mouth, and brand advocacy. Novelty – This paper contributes to the understanding on green product consumption and customer behaviour and can be used to formulate the right strategies for promoting green products, based on critical factors that influence the customer buying process. Type of Paper: Empirical. JEL Classification: M31, M39 Keywords: Brand Engagement; Brand Trust; Green Products; Loyalty; Structural Equation Modelling; Customer Buying Process; Brand Loyalty Reference to this paper should be made as follows: Khamtanet, Jitkuekul, P. (2021). Factors affecting Brand Loyalty on Green Product Consumption, Journal of Management and Marketing Review, 6(1) 16 – 23. https://doi.org/10.35609/jmmr.2021.6.1(2)

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Lee, Carmen Kar Hang, Ying Kei Tse, Minhao Zhang, and Jie Ma. "Analysing online reviews to investigate customer behaviour in the sharing economy." Information Technology & People 33, no. 3 (July 30, 2019): 945–61. http://dx.doi.org/10.1108/itp-10-2018-0475.

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Purpose The purpose of this paper is to investigate attributes that influence Airbnb customer experience by analysing online reviews from users staying in London. It presents a text mining approach to identify a set of broad themes from the textual reviews. It aims to highlight the customers’ changing perception of good quality of accommodations. Design/methodology/approach This paper analyses 169,666 reviews posted by Airbnb users who stayed in London from 2011 to 2015. Hierarchical clustering algorithms are used to group similar words into clusters based on their co-occurrence. Longitudinal analysis and seasonal analysis are conducted for a more coherent understanding of the Airbnb customer behaviour. Findings This paper provides empirical insights about how Airbnb users’ mindset of good quality of accommodations changes over a five-year timespan and in different seasons. While there are common attributes considered important throughout the years, exclusive attributes are discovered in particular years and seasons. Research limitations/implications This paper is confined to Airbnb experiences in London. Researchers are encouraged to apply the proposed methodology to investigate Airbnb experiences in other cities and detect any change in customer perception of quality stay. Practical implications This paper offers implications for the prioritisation of customer concerns to design and improve services offerings and for alignment of services with customer expectations in the sharing economy. Originality/value This paper fulfils an identified need to examine the change in customer expectation across the timespan and seasons in the case of Airbnb. It also contributes by illustrating how big data can be used to uncover key attributes that facilitate the engagement with the sharing economy.

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Lashkova, Margarita, Carmen Antón, and Carmen Camarero. "Dual effect of sensory experience: engagement vs diversive exploration." International Journal of Retail & Distribution Management 48, no. 2 (December 17, 2019): 128–51. http://dx.doi.org/10.1108/ijrdm-09-2018-0204.

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Purpose The purpose of this paper is to examine the dual effect of sensory experiences on customer behaviour in the context of retailing. Based on the theoretical framework of the optimal stimulation level theory, the authors propose that sensory experiences reinforce satisfaction, engagement and loyalty, but increase customers’ diversive exploration and curiosity for other experiences and may eventually led to reduced loyalty. Design/methodology/approach A self-administrated online questionnaire was distributed via e-mail to 1,000 households in a Spanish town, and 325 usable responses of supermarket customers were collected. The hypothesised relationships were tested using the partial least squares approach. The analysis is extended with an experiment in online fashion stores that explores whether a varied sensory experience reinforces consumers’ diversive exploration. In total, 68 students participated in the study. Hierarchical regression analysis is performed to analyse the results of the experiment. Findings Findings support the notion that a pleasant sensory experience increases customer satisfaction and therefore their engagement and behavioural loyalty (exclusivity) towards the retailer whilst also generating more ambitious consumer expectations vis-à-vis the shopping experience and thus encouraging them to search for new retailers and, so, to be less loyal. Research limitations/implications This research warns of the risk of increasing customer’s expectations and reducing their loyalty; hence satisfaction is not enough. Retailers should consider offering new experiences and surprise customers every so often, attempting to curtail the effect of satiation or the effect of over-arousal. Originality/value The novelty of this study is the proposal of a twofold effect of sensory experience on loyalty, a positive effect, through satisfaction, and a negative effect, through the search for new experiences.

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Dai, Yonghui, and Tao Wang. "Prediction of customer engagement behaviour response to marketing posts based on machine learning." Connection Science 33, no. 4 (April 16, 2021): 891–910. http://dx.doi.org/10.1080/09540091.2021.1912710.

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Azer, Jaylan, and Matthew Alexander. "Negative customer engagement behaviour: the interplay of intensity and valence in online networks." Journal of Marketing Management 36, no. 3-4 (February 12, 2020): 361–83. http://dx.doi.org/10.1080/0267257x.2020.1735488.

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Hur, Won-Moo, Hanna Kim, and Hyun Kyung Kim. "Does customer engagement in corporate social responsibility initiatives lead to customer citizenship behaviour? The mediating roles of customer-company identification and affective commitment." Corporate Social Responsibility and Environmental Management 25, no. 6 (July 26, 2018): 1258–69. http://dx.doi.org/10.1002/csr.1636.

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Adey, Helen, and Andrea Eastman-Mullins. "User engagement analytics case study: how customer behaviour can drive intelligent library decision making." Insights the UKSG journal 30, no. 3 (November 8, 2017): 138–47. http://dx.doi.org/10.1629/uksg.387.

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Insley, Victoria, and Daniel Nunan. "Gamification and the online retail experience." International Journal of Retail & Distribution Management 42, no. 5 (May 6, 2014): 340–51. http://dx.doi.org/10.1108/ijrdm-01-2013-0030.

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Purpose – As online retailing grows in importance there is increasing interest in the online customer experience. The purpose of this paper is to explore the role of gamification, the use of game mechanics, in enabling consumer engagement with online retailers. Design/methodology/approach – The research adopts a qualitative methodology carrying out 19 in-depth interviews with individuals who are frequent online shoppers. Findings – Findings support the importance of including game elements to enhance the retail experience. However, data also suggests that without appropriate management customers can subvert gamification strategies to create their own “games” which increases competitive pressure between retailers. Practical implications – The paper suggests ways in which retailers might more successfully “gamify” their online retail stores and reduce incidences of undesirable customer behaviour. Originality/value – This paper provides empirical support to the current paucity of research into the role of gamification in the context of the online retail experience.

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Bizri, Rima M., and Farida Hamieh. "Beyond the “give back” equation." International Journal of Organizational Analysis 28, no. 3 (December 9, 2019): 699–718. http://dx.doi.org/10.1108/ijoa-07-2019-1838.

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Purpose Extra-role behaviours have drawn much attention lately due to their instrumental role in improving organizational performance. Numerous studies have tried to investigate the antecedents of extra-role behaviours, suggesting several organizational practices, such as organizational support and justice, which are perceived positively by employees, and are observed to increase their extra-role behaviours. The purpose of this study is to investigate these relationships deeper, using the social exchange theory (SET) as a theoretical framework. Design/methodology/approach The authors used the quantitative approach in this study, using a survey to collect data from 169 front-line respondents in banking and tourism. The data were analyzed using structural equation management with SmartPLS (3). Findings This study investigates these relationships deeper, using the social exchange theoretical framework to explain how extra-role behaviours are undertaken by employees as a means of pay-back to the organization, taking into account the potential mediating effects of employee attitudes (work engagement and affective commitment), thereby explaining the dynamics of this process, and suggesting a resulting expanded pay-forward reciprocation cycle involving the organization, the employees and the customer. Originality/value The main extension to theory is captured through the depiction of a “pay forward” as opposed to “pay back” behaviour, demonstrating employees’ willingness to reciprocate by shifting their orientation towards the organization’s customers. This suggests that SET is operationalized not only through the reciprocal behaviour of employees but also through employees’ orientation toward the organization’s customers.

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AL-Mashrafi, Sultan, and Zaheer Ahmed Khan. "Impact of Advantageous Campaigns on Customer-Brand Relationship Building Through Social Media Marketing." Journal of Business and Management Studies 4, no. 1 (January 18, 2022): 34–41. http://dx.doi.org/10.32996/jbms.2022.4.1.5.

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Marketing has been paying close attention to social media engagement because of its potential to influence consumer behaviour. A key component of marketing communication in Oman is the use of social media. In this research paper, we aim to identify the dynamics of the influence of social-media marketing elements (e.g., valuable campaigns, relevant content, frequent updates, popular content, and brand appearances on different platforms) on consumer perceptions of customer-brand relationship building. Researchers collected data on 209 respondents by using purposive sampling in a field survey conducted in Muscat, Oman. Adapted from prior research, the data collection instrument contains items measured on a Likert scale. Results of the study revealed that the predictors (advantageous campaigns, relevant content, frequent updates, popular content, and appearance of brand on various platforms) significantly impact customer-brand relationships. Consequently, this study adds to the growing body of work on social media marketing (SMM) by exploring the role of SMM in enhancing important branding goals, including customer loyalty. This study extends the benefits of social media marketing to management by providing insight on how to engage customers and increase sales.

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Khalifa, Gamal, Nugyen Vuhieu Trung, and Md Sazzad Hossain. "Predicting Customer Engagement Behaviour: The mediating role of hotel functional quality in the Vietnamese Hotel industry." International Journal of Services and Operations Management 1, no. 1 (2020): 1. http://dx.doi.org/10.1504/ijsom.2020.10035316.

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Kini, Archana Nayak, and Savitha Basri. "A Framework for Customer Engagement Behaviour in the Financial Services Industry : A Critical Review of Evidence." Indian Journal of Finance 16, no. 6 (June 1, 2022): 27. http://dx.doi.org/10.17010/ijf/2022/v16i6/169925.

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Khalifa, Gamal S. A., Nguyen Vu Hieu Trung, and Md Sazzad Hossain. "Predicting customer engagement behaviour: the mediating role of hotel functional quality in the Vietnamese hotel industry." International Journal of Services and Operations Management 43, no. 3 (2022): 312. http://dx.doi.org/10.1504/ijsom.2022.126979.

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Jayawardena, Nirma Sadamali, Abhishek Behl, Mitchell Ross, Sara Quach, Park Thaichon, Vijay Pereira, Achint Nigam, and Thanh Tiep Le. "Two Decades of Research on Consumer Behaviour and Analytics." Journal of Global Information Management 30, no. 1 (January 1, 2022): 1–38. http://dx.doi.org/10.4018/jgim.313381.

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The present study is a systematic literature review that identifies the context of consumer behaviour and analytics in business to forecast the future of consumer behaviour with changing business trends through TCCM (theory, context, characteristics, method) guidelines. The authors identified that prior research used theories in different disciplines to explain the phenomenon in customer behaviour and analytics literature. When considering the theory, these phenomena often can be segregated based on the industry (e.g., marketing, advertising, sales, healthcare, human resource management, tourism), focusing on status-based mechanisms (e.g., cross-gaming predictive models), inertia-based mechanisms (e.g., theory of rational expectations and adaptive learning), or relationship-based mechanisms (e.g., theory of consumer engagement behaviour).

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Lemanowicz, Marzena. "INDICATIONS OF CONSUMERS’ PROSUMER BEHAVIOUR ON THE FOOD MARKET." Zeszyty Naukowe SGGW, Polityki Europejskie, Finanse i Marketing, no. 24(73) (December 14, 2020): 81–91. http://dx.doi.org/10.22630/pefim.2020.24.73.29.

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The objective of this article was to identify examples of prosumer behaviour in the food market, to examine the degree of customer involvement and to measure the attitudes (opinions) of respondents regarding customer engagement in creation/improvement of a product. The most popular activities undertaken by consumers in the field of prosumption were selected and consumer involvement in various types of marketing campaigns organized by producers was determined. The survey was conducted among 320 respondents. The conducted research indicates consumer activity in the field of prosumption; however, respondents mainly manifest behaviour that do not require them to be very active. Sharing opinions on purchased food products is one of the manifestations of prosumer behaviour and these actions are undertaken with great frequency and willingness. The study also identified consumer participation in creating new products and improving existing ones. Over half of the respondents (64.4%) declared that they participated in these activities, however their participation is rare or very rare. In addition, consumers express positive opinions about the organization of such activities by companies and most of them believe that there are too few such activities on the market.

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Frasquet-Deltoro, Marta, María-del-Carmen Alarcón-del-Amo, and Carlota Lorenzo-Romero. "Antecedents and consequences of virtual customer co-creation behaviours." Internet Research 29, no. 1 (February 4, 2019): 218–44. http://dx.doi.org/10.1108/intr-06-2017-0243.

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Purpose The purpose of this paper is to compare the antecedents and consequences of two distinct types of virtual co-creation behaviours that require different degree of effort from the customer, i.e. customer participation (CPB), and customer citizenship (CCB) behaviour, in a cross-cultural study. Design/methodology/approach A survey was conducted among members of online panels in the UK and Spain, reaching a sample of 800 online individuals who participate in online co-creation processes with fashion retailers. This design allows us to test the cross-cultural effects. Multi-group structural equations modelling was used to analyse the data. Findings Virtual co-creation behaviours are driven by perceived ease-of-use of the co-creation platform, electronic word-of-mouth (e-WOM) quality and fashion involvement; however, the effects are different on CPB, affected by perceived ease-of-use more strongly, and on CCB, driven by e-WOM quality and fashion involvement more strongly. Higher level of co-creation increases satisfaction with co-creation, which mediates the effect on engagement and intention of future co-creation. The cross-cultural design reveals that most relationships hold in both countries, with the exception of the influence of fashion involvement on CPB, while some differences in the size of the effects appear between countries. Originality/value This study contributes to increasing our knowledge on online co-creation in several ways. First, the authors investigate, in the online environment, two co-creation behaviours, CPB and CCB, and compare their antecedents. This paper provides a cross-cultural validation of the relationships between CPB and CCB’s antecedents and consequences, identifying the different effects due to culture.

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Ali, Yusuf Sahabi, Ab Razak Che Hussin, and Halina Mohamed Dahlan. "Electronic Word of Mouth engagement in social commerce platforms: An empirical study." Information Development 36, no. 3 (August 28, 2019): 438–56. http://dx.doi.org/10.1177/0266666919867488.

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The aim of this study is to investigate the factors that encourage customer engagement with Electronic Word of Mouth (eWOM) from the perspective of information characteristics, consumer behaviour, consumer motives, technological and social factors. Drawing from the Elaboration Likelihood Model (ELM), Theory of Reasoned Action (TRA) and Social Support Theory (SST) we propose a new model of eWOM engagement in s-commerce. This model was assessed using structural equation modeling (SEM) technique based on a survey of 218 s-commerce users in Nigeria. The findings confirmed that eWOM engagement is strongly determined by information credibility, information quality, social support, innovativeness, altruism, self-enhancement and sense of belonging. Additionally, using the Importance-Performance Map Analysis (IPMA), this study identifies information credibility, sense of belonging, attitude towards eWOM and social support as the most important factors that should be giving priority by managers in order to encourage consumer eWOM engagement in s-commerce platforms. Implications of the study and suggestions for future research are presented.

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Oluwafemi, Olaoluwa J., and Samuel Essien Okon. "The Nexus Between Total Quality Management, Job Satisfaction and Employee Work Engagement in the Food and Beverage Multinational Company in Nigeria." Organizations and Markets in Emerging Economies 9, no. 2 (December 31, 2018): 251–71. http://dx.doi.org/10.15388/omee.2018.10.00013.

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Adopting total quality management (TQM) program in an organisation may have consequences not only for organisational outcomes but also for employee work behaviour. Therefore, this study investigates the conceptual and empirical link between TQM practices, job satisfaction, and employee work engagement. Cross-sectional survey design, quota, proportionate and simple random sampling were used to draw 300 participants from the study population, out of which 190 responded and n = 183(61%) usable responses to the questionnaire designed for the purpose from employees of a food and beverage multinational company in Lagos metropolis were obtained. Regression and correlation analyses were used to analyse the study data. Significant positive relationship was found between dimensions of TQM practices (leadership and management support, employee participation, training, reward and recognition, and customer focus), job satisfaction and employee work engagement. After controlling for sex, age and experience, job satisfaction and TQM practices construct jointly and independently predicted employee work engagement. Also, job satisfaction partially mediated the relationship between TQM practices and work engagement. The implications of soft TQM implementation on employee job satisfaction for achieving highly engaged workforce are discussed.

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Ozuru, Henry N., and Akahome Joy E. "Experiential Marketing and Marketing Performance of Alcoholic and Non-Alcoholic Beverages in Nigerian Breweries PLC." Information Management and Business Review 8, no. 6(I) (January 28, 2017): 14–18. http://dx.doi.org/10.22610/imbr.v8i6(i).1514.

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Abstract: This paper provided a theoretical review on how Nigerian Breweries uses its range of products to influence customer buying decision. This study examines the benefit of customer engagement and helps to understand the role of emotional benefit on marketing performance of beverages in the Nigerian Breweries plc. Experiential marketing play an important role in the industrial sector of a country, but faced with lots of constraints that impede its development and growth. These constraints include execution and also having creative ideas. How can a marketer generate interesting ideas that would help to pull sales for the brand? And how much cost should be incurred to project a huge life time customer experience in other to generate sales for a brand over a short time. This has led to inconsistencies in the continuation of events or shows by the company. The trend of experiential marketing is growing tremendously. The primary reason behind this is the exceptional procedures used by these services to allow one get focus from customer base and build relationship with them. Experiential marketing campaign is practically done anywhere. Therefore, previous studies suggest that most organizations did not take experiential marketing as an essential part of their marketing communication strategy; But with the change in communication process away from one way communication to two way communication and brands wanting immediate feedbacks for communication efforts, experiential marketing has now become a critical component of marketing efforts. We recommend that effective and efficient experiential marketing should be employed as a strategy to enhance marketing performance.Keywords: Experiential Marketing, Marketing Performance, Nigerian Breweries, Consumer Behaviour, Engagement

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Dassanayake, Hansani Chathurika, and Asanka Senevirathne. "Impact of e-servicescapes on student engagement: mediating impact of experience quality." Asian Association of Open Universities Journal 13, no. 2 (September 3, 2018): 203–22. http://dx.doi.org/10.1108/aaouj-11-2018-0024.

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Purpose The purpose of this paper is to investigate the impact of design of e-servicescapes on student engagement in distance education (DE), and examine whether this impact is mediated by student experience quality. Design/methodology/approach Quantitative research approach based on cross-sectional survey design was adapted where data were collected using a structured questionnaire. Sample consisted of 252 undergraduates registered in the DE platform in Sri Lanka and was drawn using a simple random sampling technique. Collected data were analysed using the structural equation modelling. Findings Data analysis revealed that there is a direct significant impact of e-servicescapes on student engagement while this impact is partially mediated by student experience quality in the Sri Lankan context. Meantime, the social presence feature of e-servicescapes has the highest impact on student engagement. Practical implications Findings of the study provide an empirically validated model to boost up the student engagement and significantly contribute to the designing of the e-servicescapes of the DE institutes in order to offer a superior service to a wide array of stakeholders. Originality/value Even though e-servicescapes have been recognised as a driver of customer behaviour, the concept is fairly unexplored in the educational context. Due to its practical applicability in the DE context, this study contributes to the existing knowledge by presenting a novel conceptual model developed based on multiple theories to identify its impact on student behaviour.

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Bhutto, Sanam, Raj Kumar, and Hina Marvi. "Comparative Study of Competitors Lead to Brands Switching in Pakistan: A Case Study of Hyderabad." Global Social Sciences Review VI, no. I (March 30, 2021): 572–80. http://dx.doi.org/10.31703/gssr.2021(vi-i).58.

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This research aims to examine why consumers' brand switching behaviour happened, understand the critical factors behind brand switching in Hyderabad city, and illustrate the variables that significantly affect customer engagement in fashion clothing. Using a questionnaire, a survey was done with a public audience that included both men and females. A total of 199 people completed the survey. The outcome shows that just one independent variable has been validated following the hypothesis.The analysis did not approve the other four variables: brand image,attachment, word of mouth, and environmental effect. The current study proves that comparative advertisement plays a vital role in brand switching.

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Srivastava, Dr Supriya. "Strength of Emotional Intelligence in Impacting Organizational Behaviour: An Exploratory Study in the Service Industry in Southern India." International Journal of Science, Engineering and Management 9, no. 10 (October 18, 2022): 1–6. http://dx.doi.org/10.36647/ijsem/09.10.a001.

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Emotional Intelligence or EQ is among the major social skills that impact employee engagement, job satisfaction, customer service and mainly organisational behaviour. The following research has been focused on elaborating on the impact of this specific skill on the organisational behaviour of the service sector of Southern India. In section 1, The Introduction part has highlighted the background of the research, its problem and the aim and objective of conducting the research. In section 2, through the Literature Review, existing studies on the topic have been explored and Bandura’s Social Cognitive Theory has been illustrated. In section 3, suitable methods that have been used in the study have been briefly described. The secondary data collection method has been followed and thematic analysis has been conducted. The results suggest that EQ is crucial for effective performance in the service sector as this industry thoroughly depends on customer service. There are some specific factors that influence organisational behaviour such as environment, mental health condition, structure and others. Emotional intelligence helps employees to control their emotions that improves communication and creates an efficient and flexible workplace. It is identified that consumer-company interaction is the main focus of the service industry of Southern India and emotional intelligence among employees leads to the achievement of this goal. Thereafter, organisational behaviour effects business management and emotional intelligence among employees contributes in improved business management within the service industry of Southern India.

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Rahman, Zoha, Sedigheh Moghavvemmi, Kumaran Suberamanaian, Hasmah Zanuddin, and Hairul Nizam Bin Md Nasir. "Mediating impact of fan-page engagement on social media connectedness and followers purchase intention." Online Information Review 42, no. 7 (November 12, 2018): 1082–105. http://dx.doi.org/10.1108/oir-05-2017-0150.

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PurposeThe purpose of this paper is to identify the mediating effect of fan-page followers’ engagement activities and moderating role of followers’ demographic profile and trust level on their purchase intention.Design/methodology/approachThis study utilised the customer engagement behaviour and consumer involvement theory as a foundation to explore the impact of variables. Structural equation modelling was utilised to test the model with the data collected from 307 Facebook fan pages’ followers of five Malaysian companies.FindingsIt was shown that following fan pages will influence fan page engagement, which in turn affects purchase intention and social media connectedness. Further analysis indicated that the impact of “follow” and “engagement” on purchase intention differs between genders, ages, level of trust and income.Research limitations/implicationsThe study serves as a basic fundamental guideline for academics and researchers to interpret the concept of following fan pages and engagement actions and its effects on purchase intention and social media connectivity, as well as opening a vast area of unexplored researches on the subject of social media.Practical implicationsThe research provides information for business-to-consumer companies in utilising fan page based on user categories.Originality/valueThis study proposes the application of an empirically tested framework to the fan-page follow actions. The authors argue that this framework can provide a useful foundation for future social commerce research. The results would help academics be aware of fan page and its user’s engagement actions, which will provide a new avenue of research.

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