Does Customer Experience Always Benefit Company? Examining Customers’ Epistemic Motivation and Interaction With Service Contexts

Abstract

The main purpose of this study is explaining how and when customer experience benefits the company. Built upon social identity theory, we propose that customer experience leads to customer engagement behavior, via two routes: customer-company and customer-employee identification. Furthermore, we advance that customers’ epistemic motivation negatively moderates the mediated effect of customer experience on customer engagement behavior. We ran two studies to validate the measurement of customer experience and to test our hypotheses. For the two studies, we employed a survey method by recruiting consumers of beauty salons in Vietnam. The results demonstrated that EXQ as a measurement for customer experience is applicable to the context of the study and provided empirical support for the hypotheses. Such as, this research found that customer experience positively influences customer engagement behavior as mediated by customer-company and customer-employee identification. Furthermore, this research revealed that customer epistemic motivation negatively moderates the mediated effect of customer experience on customer engagement behavior via customer-employee identification. However, the moderating role of customer epistemic motivation is insignificant for the mediated relationship via customer-company identification. Finally, this research offers theoretical and practical contributions that are elaborated and further discussed.

Neuromanagement decision-making and cognitive algorithmic processes in the technological adoption of mobile commerce apps

“…Mobile shopping platform features and user technological readiness configure consumers' expectations and demands (Stefko et al, 2019) as regards mobile retailing adoption by continuing acceptance of mobile shopping apps and payment services. The consumer purchase decision-making process in mobile app-based marketing involves consumer engagement and willingness (Chi et al, 2021;Ghazali et al, 2018;Kim et al, 2021;McLean et al, 2020;Roy et al, 2020;Talwar et al, 2020b) to adopt mobile commerce apps. Consumer behavioral intention and adoption intention in relation to mobile shopping apps/websites (Cho & Son, 2019;Li & Ku, 2018;Nel & Boshoff, 2019;Sabir, 2020;Tarhini et al, 2019) are developed on perceived risk and trust consequences (Research Question 4).…”

“…Consumer attitudes and behaviors as regards acceptance and adoption of mobile shopping apps and Internet-enabled consumer devices have resulted in the rise of data-driven systems furthered by the cutting-edge developments (Chopdar et al, 2018;Jung et al, 2020;Li & Ku, 2018;Madan & Yadav, 2018;Mamun et al, 2020;Talwar et al, 2020a;Verkijika, 2020). The consumer purchase decision-making process in mobile app-based marketing develops on the widespread adoption of smartphones and the ensuing harnessing of information technologies (Chi et al, 2021;Chopdar & Sivakumar, 2019;Fazal-e-Hasan et al, 2021;Ho & Rezaei, 2018;Singh et al, 2020;Talwar et al, 2020b).…”

“…User co-creation behavior, reaction, and experiential values (Chi et al, 2021;Dahabiyeh et al, 2020;Graf-Vlachy et al, 2018;Gray-Hawkins & Lăzăroiu, 2020;Nel & Boshoff, 2019;Seeger et al, 2019;Talwar et al, 2020b;Tueanrat et al, 2021) constitute pivotal characteristics of customer journey contentment. The main conclusions of these studies indicate that mobile shopping apps users' eagerness and social network pressure consti-tute significant consumer behavior determinants that continue notwithstanding the level of risk related to technology adoption.…”

“…The mobile Internet as a purchasing channel has surpassed the desktop device-based Internet, shaping shopping apps users' behavior. (Chi et al, 2021;Dahabiyeh et al, 2020;Graf-Vlachy et al, 2018;Gray-Hawkins & Lăzăroiu, 2020;Nel & Boshoff, 2019;Seeger et al, 2019;Tueanrat et al, 2021) Positive attitudes in relation to mobile shopping apps lead to extensive purchasing frequency and loyalty towards the brand. Information quality and source credibility influence perceived convenience and ease of use that are both determinants of mobile shopping apps users' confidence, attitudes, and behavioral intentions.…”

Gamification and customer experience: the mediating role of brand engagement in online grocery retailing

“…Customer experience is the mental and internal response of the customers to direct or indirect contact with the company’s products and services (Izogo and Jayawardhena, 2018). Customer experience shapes every time customers interact with the service from multiple channels during the total customer lifetime (Mai Chi et al , 2021; Hsu and Chen, 2018). Researchers emphasize that there are three primary principles in the customer experience area.…”