Customer-to-customer exchange: Its MOA antecedents and its impact on value creation and loyalty

Abstract

Value creation through customer-to-customer exchange occurs when the perceived benefits of a company's offering are increased as a result of customers' interaction with one another. C2C exchange exists in a wide variety of service environments, both online and face-toface. Drawing on the motivation, opportunity, and ability (MOA) framework, this research presents and tests a theoretical model that examines antecedents and outcomes of C2C exchange in the context of face-to-face networking behaviors at professional association meetings. Data were obtained from a survey of conference attendees, and the hypotheses were tested using moderated regression and path analysis. The results show a three-way interaction effect among the MOA factors, that the MOA model does predict the level of C2C exchange, and that C2C exchange does enhance service value perceptions and customer loyalty intentions.

Marketing research using single-item indicators in structural equation models

“…The examples found include repeat purchase intention (Arnold and Reynolds, 2009), supervisor-rated performance (Arnold et al, 2009b), perception of the overall value of the conference (Gruen et al, 2007), customer value (Lam et al, 2004) and behavioral intentions -repurchase and complaint (Tsiros and Mittal, 2000).…”

Designing Events for Social Interaction

“…Based on the premise that the experience itself can't be designed, only suggested, facilitated, or constrained, Getz (2012) suggests four general categories that are the realm of the event designer: theme and program (scripted activities), setting (site, venue, atmosphere), services (service quality, staff/ volunteers), and consumables (gastronomy, gifts). Few studies have discussed how to design events for facilitating social interactions between visitors (e.g., McMorland & Mactaggart, 2007;Morgan, 2008) and very few researchers have discussed the literature on consumer-to-consumer interactions (CCI) in the context of planned events (Gruen, Osmonbekov, & Czaplewski, 2007;Levy, 2010).…”

Assessing multifunctional innovation adoption via an integrative model

“…The use of DFIs in the design and testing of our model (instead of MFIs) affords us more accurate estimates of the posited effects and a straightforward interpretation of the results. necessary to adapt and extend the original MOA framework to make it applicable to such contexts as innovations (Wu et al 2004), value creation (Gruen et al 2007), organizational performance (Clark et al 2005), and social marketing (Binney et al 2003).…”

“…Following the pertinent literature, in a DFI context, motivation is represented by consumers' feelings toward technology (technological anxiety) and perceived enjoyment from interacting with technological devices (playfulness), which have been shown to play pivotal roles in consumers' reactions toward technology (Meuter et al 2005). Opportunity, the second component, is defined as conditions that facilitate or inhibit the extent of the processing of new products (Gruen et al 2007). Within the context of DF products, opportunity is represented by the chance to accurately categorize the DFI as a dual-functionality product.…”