Managing customer engagement at trade shows

Gopalakrishna, Srinath; Malthouse, Edward C.; Lawrence, Justin M.

doi:10.1016/j.indmarman.2017.11.015

Cited by 38 publications

(37 citation statements)

References 39 publications

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“…Of 83 empirical studies published in the area of engagement in high-quality marketing and service research journals (A*/A/B ranked) over the last decade, 56 related to experiental and interactive service settings. Only seven refer to utilitarian service settings, including knowledge-intense B2B services (Gill et al , 2017; Gopalakrishna et al , 2017), telecommunication services (Leckie et al , 2016) and banking and insurance services (Solem and Pedersen, 2016; Khan et al , 2016).…”

Section: Theoretical Considerations and Hypothesesmentioning

confidence: 99%

Dynamics and drivers of customer engagement: within the dyad and beyond

Fehrer

Woratschek

Germelmann

et al. 2018

JOSM

103

143

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Purpose The purpose of this paper is to extend existing engagement research in two directions: first, it operationalizes the dynamic nature of the engagement process within a customer-brand dyad and, second, it tests the interrelationships with other network actors in a triadic network setting. Design/methodology/approach A 2×2 experimental design models the iterative nature of the engagement process based on repeated measures at three points in time, considering the contextual effects of connections with other customers and crowding-in effects based on monetary incentives. Findings This research demonstrates that in a utilitarian service setting, customer engagement does not emerge per se in the dyadic interaction between the customer and the brand. For high levels of engagement behavior to occur, incentives and ties to other network actors are essential. Further, the findings suggest a non-linear relationship between engagement behavior and its antecedents and consequences: engagement behavior must overcome a certain intensity threshold to unfold its effect. Research limitations/implications Further research is needed to explore the dynamic nature of the engagement process in experiential and interactive service settings, and more complex network settings that may involve more actors and more complex relationships. Practical implications By facilitating connections between customers and compensating for low intrinsic interest, managers can facilitate actual engagement behavior even in utilitarian service contexts. Once engagement behavior has been triggered, an increased engagement disposition, higher satisfaction, higher involvement and higher loyalty follow. Originality/value This study empirically tests the dynamic nature of the engagement process within and beyond the dyad, and has revealed a non-linear pattern of customer engagement behavior within its nomological network.

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Section: Theoretical Considerations and Hypothesesmentioning

confidence: 99%

Dynamics and drivers of customer engagement: within the dyad and beyond

Fehrer

Woratschek

Germelmann

et al. 2018

JOSM

103

143

View full text Add to dashboard Cite

show abstract

“…Prior studies have asserted that customer satisfaction has a relationship with customer engagement (Thakur, 2018; Gopalakrishna et al , 2017; Carlson et al , 2017; Simon and Tossan, 2018). Carlson et al (2017) have highlighted that customer satisfaction is a moderating variable of the link between the value in brand experience and customer engagement.…”

Section: Literature Reviewmentioning

confidence: 99%

Service quality, religiosity, customer satisfaction, customer engagement and Islamic bank’s customer loyalty

Abror

Patrisia

Engriani

et al. 2019

JIMA

138

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Journal of Islamic Marketing SERVICE QUALITY, RELIGIOSITY, CUSTOMER SATISFACTION, CUSTOMER ENGAGEMENT AND ISLAMIC BANK'S CUSTOMER LOYALTY ABSTRACT PurposeThis study investigates the influential factors of customer loyalty to Islamic Bank, namely service quality, customer satisfaction, customer engagement and religiosity. Design/methodology/approachThis study is a survey of 335 Islamic bank customers in West Sumatra Indonesia. This research deployed purposive sampling and analyzed the data by using Covariance Based Structural Equation Modelling (CB-SEM). Findings Service quality has a positive and significant impact on customer satisfaction. Religiosity has a significant and negative moderating impact on the service quality-customer satisfaction relationship. Service quality has no significant influence on customer loyalty. Customer satisfaction is a significant antecedent of customer engagement and loyalty. Finally, customer engagement has a significant and positive effect on customer loyalty. Research limitations/implicationsThis study is a combination of cross-sectional and a single country case. Accordingly, the results may not be representative of other countries. Similar studies in longitudinal data collection and conducted in other countries (e.g., ASEAN countries) would therefore be worthwhile. Some antecedents of customer loyalty have been neglected in this study (e.g., customer value co-creation and customer commitment), hence, the future study may investigate those factors. Practical implicationsBy considering these Islamic banks' antecedents, the Islamic banks might enhance their customer loyalty. Second, this study has revealed the moderating role of religiosity in a loyalty relationship. Therefore, it will give insights for the Islamic bank managers in decision making. Originality/valueThis study has revealed the moderating role of religiosity on the link between service quality and customer satisfaction in Islamic bank which is neglected in the previous studies. The customers with high religiosity will have a higher standard of satisfaction and demand a better service quality than the customers with low religiosity. This study has also examined the relationship between service quality, religiosity, customer satisfaction, customer engagement and loyalty as a whole which have been limited previously.

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“…Then, the results showed that the service quality of exhibition organizers has a positive impact on attendees' overall satisfaction. Furthermore, in the context of B2B trade shows, Gopalakrishna et al (2017) offered insight into the relationships between anticipated behavior, actual behavior, satisfaction with the show, purchase intention and intention to return. They concluded that the effects of anticipated behavior (pre-show anticipated behavior includes three dimensionspurchaserelated, learning and social) on purchase intention and intention to return are fully mediated by satisfaction with the show.…”

Section: Literature Review and Theoretical Model 21 The Interaction Between Exhibition Organizers And Audiencesmentioning

confidence: 99%

ISPO business model innovation: redefining the relationship between exhibition organizers and their customers

Liu

Wang²

2021

NBRI

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Purpose This paper aims to take International SPOrt (ISPO) as a typical case to study how exhibition organizers can reshape their relationship with users through business model innovation to answer the question that how enterprises can help the exhibition industry to upgrade and develop through business model innovation in the internet environment. Design/methodology/approach Faced with the development of internet technology, the impact of online platforms, the relationship between exhibition organizers and their customers are facing unprecedented challenges. On the basis of the literature review, this study analyzed the innovation of exhibitors’ business model from three modules: value proposition, revenue logic and cost base and how to reshape their interaction with users through innovation. This study systematically analyzed the innovation of the ISPO business model and the process of reshaping its relationship with users and dynamic interaction with a single case study method. Findings The main conclusions are as follows: the starting point of reshaping the relationship between exhibition organizer and users in the internet era is to re-understand the needs of customers, the key point of reshaping the relationship is to further cultivate the industrial value and the sustainability of the relationship lies in the customer life cycle management. Originality/value From the perspective of exhibition organizers filling the gap of case study in the field of the exhibition. In the area of the exhibition, previous studies rarely started from the perspective of exhibition organizers, but, this paper discusses the interaction between exhibition organizers, exhibitors and visitors from this perspective in this study.

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Managing customer engagement at trade shows

Cited by 38 publications

References 39 publications

Dynamics and drivers of customer engagement: within the dyad and beyond

Dynamics and drivers of customer engagement: within the dyad and beyond

Service quality, religiosity, customer satisfaction, customer engagement and Islamic bank’s customer loyalty

ISPO business model innovation: redefining the relationship between exhibition organizers and their customers

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