Customer helping and advocacy behaviours within dyadic financial service relationships: a gift-giving perspective

Saunders, Stephen Graham; Mwavita, Mwarumba; Kim, Sohee

doi:10.1108/ijbm-04-2021-0134

Cited by 3 publications

(1 citation statement)

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“…With these varied foundations, prior literature accordingly suggests different approaches to managing CCI (i.e. facilitate positive CCI; prevent and recover negative CCI), including customer compatibility management (Ekpo et al , 2015; Martin and Pranter, 1989), customer education (van Tonder et al , 2022), employee training (Nicholls and Gad Mohsen, 2019), service design (Nicholls and Gad Mohsen, 2015), modification of the physical servicescape (Furrer et al , 2023) and negative CCI recovery actions (Kim and Baker, 2020). However, similar to the lack of unity and robustness of the theoretical foundations of CCI research, the suggested modes of CCI management are often ad hoc and industry-specific (Nicholls, 2020).…”

Section: Conceptual Backgroundmentioning

confidence: 99%

Managing customer-to-customer interactions: revisiting older models for a fresh perspective

Furrer,

Landry,

Baillod

2023

JSM

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Purpose This study aims to develop a comprehensive, theoretically grounded framework of customer-to-customer interaction (CCI) management, by revisiting three older services marketing models: the servuction model, the services marketing triangle and the services marketing pyramid. Design/methodology/approach Noting the lack of theoretical frameworks of CCI management, this study adopts a problematization approach to identify foundational services marketing models, question their underlying assumptions, develop an alternative conceptual framework and evaluate its adequacy for CCI management, on the basis of a systematic literature review and content analyses. Findings By revisiting the assumptions underlying three relevant models in the light of the present-day, technology-infused service environment, this study proposes a four-triangle CCI management framework encompassing four specific modes of CCI management: managerial decisions by the firm; frontline employees; the design of the physical environment; and technology. Furthermore, this study emphasizes the triadic relationships involving the focal customer, other customers and the four modes of CCI management. Building on these findings, this study concludes with an extensive research agenda. Originality/value To the best of the authors’ knowledge, this study represents the first scholarly effort in services marketing literature to provide a comprehensive, theoretically grounded framework of CCI management. With its basis in foundational models, the new framework is well-suited to address future challenges to service marketplaces too.

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Section: Conceptual Backgroundmentioning

confidence: 99%

Managing customer-to-customer interactions: revisiting older models for a fresh perspective

Furrer,

Landry,

Baillod

2023

JSM

View full text Add to dashboard Cite

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Customer helping behaviour in the banking environment: a gift-giving perspective and research agenda

van Tonder,

Saunders

2024

IJBM

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PurposeThis study aims to broaden understanding of customer helping behaviour in the banking environment and provide strategic direction for much-needed further research regarding its role and management within the customer service journey.Design/methodology/approachGift-giving literature was further explored to identify plausible characteristics of customer helping behaviour in the banking environment.FindingsCustomers’ acts of helping could be complex in nature and may involve multiple actors, including customer helpers, gatekeepers, and other members of customer helpers’ networks. Moreover, customer helpers and their helping networks may operate in both offline and online environments, in various stages of the service experiences, and ultimately in the customer journeys. Furthermore, the help customers provide to other customers could be framed by socially constructed arrangements that seem to be (1) dynamic in nature, (2) comprising of joint efforts by multiple actors, and (3) within diverse and interlinked helping environments. Accordingly, several research implications for the banking environment are identified.Originality/valueKey to services in the banking environment may be the complex and synthesised helping systems among customers that evidently could affect product adoption, use, and customer loyalty of customers receiving help throughout the service experiences and customer journeys. Accordingly, guided by gift-giving literature, the current paper sets the research agenda.

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Enhancing customer engagement behaviors via customer-to-customer interactions and identification

Jeseo,

Lastner,

Black

2024

JSM

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Purpose The e-services market is expected to reach nearly $500bn globally by 2028. As this marketplace grows, customer-to-customer interactions (CCIs) occurring through virtual channels will likely increase. Consequently, the purpose of this research is to examine how the context in which CCI’s occur (i.e. virtual vs in-person) and the frequency of their occurrence affects customer identification, leading to increased customer engagement and more favorable purchase behaviors. Design/methodology/approach Two studies were conducted to test the proposed models and hypotheses. The sample for Study 1 is comprised of college students taking in-person or online classes (n = 290). In Study 2, members of an online brand community (n = 125) were surveyed. Hypotheses were tested using structural equation modeling (SEM). Findings Overall, results support a mediation effect such that CCI context (virtual vs in-person) affects customer engagement and purchase behaviors via customer identification. Specifically, Study 1 finds that customer engagement behaviors (CEBs) are greater for in-person CCIs due to the frequency of interactions and heightened identification between customers. Study 2 further examines the CCI frequency-identification link and finds that customer-firm identification is the only form of identification that affects CEBs and purchase behaviors. Originality/value Limited customer engagement research has examined the effects of CCIs on CEBs, and research has rarely compared in-person to virtual CCI contexts. This paper addresses these shortcomings by testing the effects of in-person and virtual CCIs on CCI frequency, identification and CEBs. This research fills another important gap in the literature by considering the unique effects of specific dimensions of customer identification on CEBs and purchase behaviors.

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Customer helping and advocacy behaviours within dyadic financial service relationships: a gift-giving perspective

Cited by 3 publications

References 61 publications

Managing customer-to-customer interactions: revisiting older models for a fresh perspective

Managing customer-to-customer interactions: revisiting older models for a fresh perspective

Customer helping behaviour in the banking environment: a gift-giving perspective and research agenda

Enhancing customer engagement behaviors via customer-to-customer interactions and identification

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