Online customer-to-customer interactions, customer–firm affection, firm-loyalty and participation intention

Abstract

PurposeThis study aims to investigate the impact of three types of online customer-to-customer interaction qualities on customers' participation intention through customer–firm affection in online mass service contexts to address the influence of several types of intercustomer interactions.Design/methodology/approachThe data were amassed using retrospective experience sampling. The hypothesized relationships were examined utilizing structural equation modeling.FindingsThe results demonstrate that the perceived quality of the friend-interaction (e.g. [non-]verbal online interaction with friends), neighboring customer-interaction (e.g. [non-]verbal online interaction with stranger users) and the audience-interaction (crowding) has a significant impact upon customer participation intention, mediated by customer–firm affection.Research limitations/implicationsThis research was performed in the situation of online mass services (e.g. massively multiplayer online role-playing games). Future studies could extend the findings by conducting further studies across various types of services and by comparing results across different categories of mass services (e.g. hedonic vs utilitarian).Practical implicationsOnline mass service marketers should focus on facilitating all three types of online customer-to-customer interactions (i.e. friend-, neighboring customer-, and audience-interaction). For example, online game developers may need to require users to communicate and collaborate with not only friends but also stranger users to progress and succeed in online multiplayer games.Originality/valueThe current study differs from prior research by addressing the influences of not only online intercustomer interaction qualities but also customer–firm affection on customer participation intention.

Enhancing brand loyalty through online brand communities: the role of community benefits

“…Overall, consistent with previous studies (Hajli et al , 2017; Fernandes and Moreira, 2019; Kim and Lee, 2019; Choi and Kim, 2020), community members’ brand loyalty was greatly influenced by community satisfaction, positively affected by social influence, sense of membership and perceived interactivity and negatively affected by special treatment. Together, these findings suggest that community satisfaction positively affects brand loyalty.…”

“…Human-to-human interaction refers to users sending and receiving information and the reciprocal responsiveness of other users. Three types of online customer-to-customer interactions significantly affect customer-firm affection (Choi and Kim, 2020). Meanwhile, human-to-computer interaction is the extent to which users can apply a specific technology to interact with content, such as searching, selecting and editing information of interest (Wei et al , 2015; Lin and Chang, 2018).…”

“…For instance, microblogging service users’ perceived interactivity is positively related to their satisfaction (Zhao and Lu, 2012). Considering online mass services, the quality of interactions with friends, neighboring customers and audiences affect aspects of customer-firm affection (Choi and Kim, 2020). The use of social media for sports fans’ involvement and online community engagement leads to significantly higher game attendance (Trivedi et al , 2020).…”

“…Such communities enable internet users to discuss and share their experiences through various social media platforms, including Facebook, Twitter and Instagram (Seraj, 2012; Laroche et al , 2013; Habibi et al , 2014; Simon et al , 2016; Dessart and Duclou, 2019; Huang, 2019; Fetscherin et al , 2021). A successful online community relies on customers’ active and voluntary participation (Liao et al , 2017; Choi and Kim, 2020; Trivedi et al , 2020). An emerging challenge for companies is exploiting customers’ potential in value co-creation by managing their participation in online brand communities (Sarmah et al , 2018; Matute et al , 2019; Saleem and Hawkins, 2021).…”

Brand experience and brand loyalty: is it a matter of emotions?

“…Moreover, individuals who sense affection to a certain brand are more likely to participate in a long-term relationship (Choi and Kim, 2020; Yim et al , 2008). Previous studies recognized that affectionate bonds with brands are significantly linked to customers' loyalty (Brown and Alnawas, 2016; Fournier, 1998).…”