The Impacts of Website Characteristics and Customer Participation on Citizenship Behaviors: The Mediating Role of Co-Creation Experience in Virtual Brand Communities

Zhang, Yong; Chen, Lu

doi:10.4236/aasoci.2017.74009

Cited by 13 publications

(9 citation statements)

References 25 publications

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“…A customer who feels that an experience is real and credible will likely cocreate value alongside the organization (Nadeem et al , 2020). On the flip side, a customer who does not feel that an experience is authentic, may worry about sharing their operant resources with that of the organization (Zhang and Chen, 2017). While the importance of interaction and communication in cocreation experiences has been heavily discussed (see e.g.…”

Section: Introductionmentioning

confidence: 99%

Is this real? Cocreation of value through authentic experiential augmented reality: the mediating effect of perceived ethics and customer engagement

Alimamy

Nadeem

2021

ITP

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PurposeRapid advancements in augmented reality (AR) technology have created new opportunities for service providers and customers to cocreate value. Using AR as a platform for generating authentic experiences, the purpose of this study is to explore the impact of authentic experiences on customers' intention to cocreate value while considering the mediating influence of perceived ethics and customer engagement on this relationship.Design/methodology/approachAn online survey was used to collect data. Participants were asked to download and try the “IKEA PLACE” AR application. The responses were used as inputs into a structural equation model.FindingsThe findings reveal that AR generates perceptions of authentic experiences but no direct relationship between authentic experiences and intention to cocreate value was found. On the other hand, the authentic experiences generated through AR increases customer perceptions of ethics and customer engagement, both of which lead to an increased intention to cocreate value.Originality/valueThe findings from this study highlight the importance of authentic experiences within the cocreation process. The results provide a unique understanding of the relationship between authentic experiences generated through AR technology on the intention to cocreate with the service provider, which is fully mediated by perceived ethics and customer engagement. The findings of this study extend the understanding of the cocreation process and the role of technology within this process.

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Section: Introductionmentioning

confidence: 99%

Is this real? Cocreation of value through authentic experiential augmented reality: the mediating effect of perceived ethics and customer engagement

Alimamy

Nadeem

2021

ITP

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“…Customer based brand equity (CBBE) includes awareness/association, brand loyalty and perceived quality (Yoo & Donthu, 2001). Prior studies have been highlighted that brand awareness/association, brand loyalty, and perceived quality influence encourage customers to adopt citizenship behavior (Abolfathi et al, 2013;Anaza & Zhao, 2013;Zhang & Chen, 2017). The mentioned substantial evidence supports the role of CBBE in predicting CCB.…”

Section: Introductionmentioning

confidence: 87%

“…Brand loyalty encourages customers to adopt CCB to assist brand and customer to smoothening the functions of brand (Anaza & Zhao, 2013). Brand awareness encourages customers to adopt citizenship behavior for the brand with whom they are associated (Zhang & Chen, 2017). Perceived quality of a brand also foster customers to involve in citizenship behavior (Abolfathi et al, 2013).…”

Section: Customer Based Brand Equitymentioning

confidence: 99%

Investigating the effects of customer-based brand equity on turnover intentions with mediating effect of customer citizenship behavior

Raza¹,

Salleh²,

Tariq³

et al. 2020

10.5267/j.msl

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This study addresses the issue of rising turnover intention in Pakistan's aviation industry and provides a theoretical foundation for lowering the turnover intention with the help of consumer citizenship behavior (CCB) and consumer-based brand equity by using the SO -R theory. The data is collected with the help of structured personally administered questions following the intercept approach. Three most frequently used international airports which are located at Lahore, Karachi and Peshawar are targeted for data collection and total of 388 Pakistani flyers who traveled to international destinations participate in the survey. In addition, this study uses SmartPLS 3.2.7 for data analysis with the help of a two-stage approach. The results state that CBBE had a significant effect on CCB and CCB had a significant impact on turnover intentions. Furthermore, CCB plays the role of an important mediator for the effect of customer based brand equity (CBBE) on turnover intention. These results enhance existing literature about lowering the turnover intention with the help of CCB and CBBE in aviation industry of Pakistan. The study also highlights that managers and practitioners should improve customer engagement for exhibiting CCB to reduce customer turnover intentions in the aviation industry.

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“…We did not include sensory experience as the dimension for measuring the brand experience since the context of our study was social media. The "customer value co-creation behaviour" construct was measured with nine indicators adopted from Zhang and Chen (2017). The "online customer satisfaction" construct was measured with three indicators adopted from Tajvidi et al (2018).…”

Section: Methodsmentioning

confidence: 99%

The Impact of Value Co-Creation Behaviour within the Social Media Context

Sleilati

Sfeir

2021

AJBA

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Manuscript type: Research paper Research aims: This study investigates the impact of value co-creation behaviour on customer loyalty within the context of social media. It also attempts to determine the role played by customer brand experience and customer satisfaction as mediating variables. Design/Methodology/Approach: Drawing upon the service-dominant logic theory, a research framework is developed and tested using the structural equation modelling. The data comprise the input of 449 respondents from Lebanon. Research findings: The findings provide substantial evidence showing the relationship between customer value co-creation behaviour and customer loyalty. This relationship is partially mediated by customer brand experience. Theoretical contribution/Originality: This study expands on existing literature by investigating how customer value co-creation behaviours can lead to customer loyalty within the social media context of Lebanon. Practitioner/Policy implications: The findings can assist managers in understanding how customer loyalty can be promoted through co-creation behaviours within social media. The results suggest that managers should provide the means which can encourage more behavioural, intellectual and affective customer reviews/feedback. Research limitation/Implications: The limitation of this study rests on its findings which cannot be generalised to a wider business community as it focuses only on the context of Lebanon.

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The Impacts of Website Characteristics and Customer Participation on Citizenship Behaviors: The Mediating Role of Co-Creation Experience in Virtual Brand Communities

Cited by 13 publications

References 25 publications

Is this real? Cocreation of value through authentic experiential augmented reality: the mediating effect of perceived ethics and customer engagement

Is this real? Cocreation of value through authentic experiential augmented reality: the mediating effect of perceived ethics and customer engagement

Investigating the effects of customer-based brand equity on turnover intentions with mediating effect of customer citizenship behavior

The Impact of Value Co-Creation Behaviour within the Social Media Context

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