Customer Psychological Empowerment as a Critical Source of Customer Engagement

Abstract

International audienceInterpersonal influence today includes an extension in cyberspace in the form of e–word-of-mouth (eWOM), thereby transforming customers into information producers. Companies nonetheless continue to experience difficulty in encouraging customers to engage online respecting company brands or to participate in co-creating value and promoting company products via the Web. This research examines how customer psychological empowerment, namely the extent to which customers feel that they exert power in the marketplace, potentially enhances brand engagement. Using structural equation modeling, each of a qualitative and quantitative study has been conducted at a French ski resort (N = 753). Findings demonstrate that customers engage for three reasons: belief that they can help companies without resorting to the venting of negative feelings (punishment), brand attachment, and reciprocity based on the perceived sincerity of online comments penned by other customers

Linking self‐determined needs and word of mouth to consumer e‐waste disposal behaviour: A test of basic psychological needs theory

“…Negative WOM involves unfavourable face-to-face or customer-to-customer communication that often aimed at defaming a company (Dalzotto, Basso, Costa, & Baseggio, 2016), highlighting product complaints (Donoghue, Strydom, Andrews, Pentecost, & de Klerk, 2016), and highlighting unsatisfactory product/service experiences (Elliot & Fowell, 2000). In recent studies by Jun et al (2017), Morrongiello, Goala, and Kreziak (2017) reported that negative WOM about product/service shakes consumers' confidence and trust.…”

Is a Transdisciplinary Theory of Engagement in Organized Settings Possible? A Concept Analysis of the Literature on Employee Engagement, Consumer Engagement and Patient Engagement

“…Consistently, the ability of the brand to generate emotional attachment is considered to be one of the antecedents of consumer engagement (Morrongiello et al, 2017). Furthermore, the experiential dimension of the consumer-brand touch point and the ability of the brand to be perceived as close to consumers' values and preferences are other elements considered crucial for the development of engagement (Gambetti et al, 2012; Graffigna and Gambetti, 2015).…”

“…Scholars have also focused on consumer-to-consumer interactions and consumer-brand interactions in online communities as functions of engagement and as sources of value co-creation (Brodie et al, 2013), and the generation of new ideas and solutions which may contribute to new product development and better marketing strategies (Van Doorn et al, 2010; Harmeling et al, 2017; Morrongiello et al, 2017). …”

The landscape of customer engagement in hospitality and tourism: a systematic review

“…Existing studies were mainly conducted in developed countries and regions. This review urges researchers to replicate their study in the less-explored population groups and conduct the cross-cultural investigation (Dickinson, Hibbert, and Filimonau, 2016;Lei, Pratt, and Wang, 2017;Lin, Zhang, Gursoy, and Fu, 2019;Mariani, Di Felice, and Mura, 2016;Morrongiello, N'Goala, and Kreziak, 2017;Oyner and Korelina, 2016;Pino et al, 2019;Rasoolimanesh, Md Noor, Schuberth, and Jaafar, 2019;Rather, 2019;Tu et al, 2018).…”