TY - JOUR
T1 - Consumer engagement behaviors
T2 - do service convenience and organizational characteristics matter?
AU - Roy, Sanjit Kumar
AU - Shekhar, Vaibhav
AU - Quazi, Ali
AU - Quaddus, Mohammed
PY - 2020/5/22
Y1 - 2020/5/22
N2 - Purpose: The purpose of the study is to investigate the role of service convenience in the relationship between organizational characteristics (such as brand equity, store ambiance, store layout, customer information and employee responsiveness) on customer engagement behaviors (CEBs), including service improvement, customer cooperation, positive word-of-mouth and customer helping customers. It examines two research models, with service convenience as a separate antecedent of CEBs (model A) and as a mediating variable between organizational characteristics and CEBs (model B). Design/methodology/approach: Using a positivist paradigm, data were collected from 384 respondents representing the existing customers of grocery retailers based in India via a survey instrument. Data were analyzed using partial least squares (PLS) path modeling. Findings: Results demonstrate service convenience as a motivational driver of CEBs. Results also show that the organizational characteristics significantly influence service convenience which in turn impacts CEBs. Practical implications: The findings have important implications for store managers in effective management of customers' time and effort in terms of saving customers' time and effort as well as motivating customers to elicit their engagement behaviors. Originality/value: The originality of this paper lies in identifying the impact of organizational characteristics in helping customers to save time and effort in their shopping activities and thereby elicit various types of CEBs. The paper also adds to knowledge by examining the role of service convenience in the nexus between organizational characteristics and CEB types.
AB - Purpose: The purpose of the study is to investigate the role of service convenience in the relationship between organizational characteristics (such as brand equity, store ambiance, store layout, customer information and employee responsiveness) on customer engagement behaviors (CEBs), including service improvement, customer cooperation, positive word-of-mouth and customer helping customers. It examines two research models, with service convenience as a separate antecedent of CEBs (model A) and as a mediating variable between organizational characteristics and CEBs (model B). Design/methodology/approach: Using a positivist paradigm, data were collected from 384 respondents representing the existing customers of grocery retailers based in India via a survey instrument. Data were analyzed using partial least squares (PLS) path modeling. Findings: Results demonstrate service convenience as a motivational driver of CEBs. Results also show that the organizational characteristics significantly influence service convenience which in turn impacts CEBs. Practical implications: The findings have important implications for store managers in effective management of customers' time and effort in terms of saving customers' time and effort as well as motivating customers to elicit their engagement behaviors. Originality/value: The originality of this paper lies in identifying the impact of organizational characteristics in helping customers to save time and effort in their shopping activities and thereby elicit various types of CEBs. The paper also adds to knowledge by examining the role of service convenience in the nexus between organizational characteristics and CEB types.
KW - Customer engagement behavior
KW - Helping
KW - PLSpredict
KW - Service convenience
KW - Word-of-mouth
UR - http://www.scopus.com/inward/record.url?scp=85082974071&partnerID=8YFLogxK
U2 - 10.1108/JSTP-03-2018-0049
DO - 10.1108/JSTP-03-2018-0049
M3 - Article
AN - SCOPUS:85082974071
VL - 30
SP - 195
EP - 232
JO - Journal of Service Theory and Practice
JF - Journal of Service Theory and Practice
SN - 0960-4529
IS - 2
ER -