Understanding the omnichannel customer journey: The effect of online and offline channel interactivity on consumer value co-creation behavior

Cui, Xingwen; Xie, Qinghong; Zhu, Jing; Shareef, Mahmud Akhter; Goraya, M. Awais Shakir; Akram, Muhammad Shakaib

doi:10.1016/j.jretconser.2021.102869

Cited by 60 publications

(60 citation statements)

References 70 publications

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“…Researchers have defined value co-creation from a customer perspective (e.g., Prebensen et al, 2014 ; Tuan et al, 2019 ; Cui et al, 2022 ) and an organization/destination perspective (e.g., Prahalad and Ramaswamy, 2004b ; Li and Petrick, 2008 ). Essentially, value co-creation represents the process by which customers create value for themselves through interacting with the experience environment by integrating organization-provided resources with their own cultural, emotional, and physiological resources.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

The impact of value co-creation behavior on customers’ experiences with and loyalty to P2P accommodations

2022

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This study explores the impact of customers’ value co-creation behavior on their experiences with and loyalty to P2P accommodations. We propose a theoretical model integrating two lines of tourism research: customer value co-creation and customer experience. To extract the dimensions of customer experience and test the proposed model, 34 in-depth interviews were conducted along with a survey of Chinese Airbnb users. Structural equation modeling and mediation analysis were implemented to assess relationships involving customers’ value co-creation behavior, experience, and loyalty. Results indicate that customer citizenship behavior directly influences loyalty. In particular, relationships involving customers’ participation behavior and citizenship behavior with loyalty are both mediated by customer experience. Relevant implications and future research opportunities are discussed.

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Section: Theoretical Backgroundmentioning

confidence: 99%

The impact of value co-creation behavior on customers’ experiences with and loyalty to P2P accommodations

2022

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“…Individuals may be facilitated to communicate about businesses or on other issues, in the presence of others ( [40], [58]). On the other hand, they may feel inhibited by the same audience ( [59]).…”

Section: Social Facilitationmentioning

confidence: 99%

Interactive engagement through travel and tourism social media groups: A social facilitation theory perspective

Camilleri

Kozak

2022

Technology in Society

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“…Overall, as an emerging social retail mode, community group-buying has attracted much attention in the recent 2 years, mainly focusing on the online and offline competition and fairness of community group-buying ( Wang and Song, 2022 ), price strategy ( Lin et al, 2020 ), online and offline channel interactivity ( Cui et al, 2022 ), and consumers’ inventory behavior during the coronavirus outbreak ( Hao et al, 2020 ). However, there is less attention focusing on the leader.…”

Section: Literature Review and Theoretical Basismentioning

confidence: 99%

Influence of Multi-Role Interactions in Community Group-Buying on Consumers’ Lock-In Purchasing Intention From a Fixed Leader Based on Role Theory and Trust Transfer Theory

Chen

Pan

et al. 2022

Front. Psychol.

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Community group-buying platforms are increasingly relying on the interaction between the group-buying leader and consumers, thereby achieving the customer lock-in. In view of this, it is crucial to understand how the group-buying leader to establish a long-term transaction relationship with consumers. In this study, we construct a model based on the role theory and trust transfer theory, and identify two types of interactions of the group-buying leader (i.e., role interaction of merchant and role interaction of friend) and two types of consumer trust (i.e., community group-buying trust and interpersonal trust). Then, the mechanism that how different role interactions of the group-buying leader can be transformed into the lock-in purchasing intention of consumers is further clarified. By interviewing 430 consumers with community group-buying experience in the community through offline questionnaire, the research model has been proven to be effective. To be specific, both role interactions of the merchant and friend can impose a positive impact on interpersonal trust, which will also lead to the trust in community group-buying, and thus enhance the lock-in purchasing intension of consumers from a fixed leader. Overall, this study has made certain contributions to the study of customer relationship. In theory, this study further explains the explanation mechanism of the “acquaintance marketing” phenomenon. Moreover, this study adopts the role theory to analyze the differences of different role interactions of the group-buying leader in relationship quality and purchase decision making, and employs the trust transfer theory to expand the trust transfer effect from the interpersonal trust of the group-buying leader to the trust in community group-buying. In practice, this study provides a new perspective and practical reference for community group-buying enterprises and the group-buying leader on how to better manage customers and maintain a long-term and stable customer relationship.

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Understanding the omnichannel customer journey: The effect of online and offline channel interactivity on consumer value co-creation behavior

Cited by 60 publications

References 70 publications

The impact of value co-creation behavior on customers’ experiences with and loyalty to P2P accommodations

The impact of value co-creation behavior on customers’ experiences with and loyalty to P2P accommodations

Interactive engagement through travel and tourism social media groups: A social facilitation theory perspective

Influence of Multi-Role Interactions in Community Group-Buying on Consumers’ Lock-In Purchasing Intention From a Fixed Leader Based on Role Theory and Trust Transfer Theory

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