دانلود رایگان مقاله انگلیسی ترویج رفتارهای تعاملی و وفاداری برند از طریق ارزش خدمات درک شده و نوآوری - امرالد 2017

Abstract

Purpose – The purpose of this study is to investigate the role of perceived value and innovativeness (service concept newness and relative advantage) in promoting customer brand engagement behaviors (CBEBs) and brand loyalty. Design/methodology/approach – The conceptual model was empirically tested using nationwide survey data from 430 customers of Uber in Australia. The data were analyzed using structural equation modeling. Findings – The results of this study show that collecting brand information is positively influenced by perceived value, service concept newness and relative advantage. Participating in brand marketing activities is positively influenced by service concept newness and relative advantage. Interacting with others is positively influenced by perceived value and service concept newness. Subsequently, brand loyalty is positively influenced by participating in brand marketing activities and interacting with others. The direct impacts of perceived value and relative advantage on brand loyalty are also established. Research limitations/implications – This study only collected data from Uber customers. Another limitation of this study is the use of crosssectional data. Practical implications – To promote brand loyalty, service innovation needs to have both the right characteristics (i.e. perceived value, service concept newness and relative advantage) and practices that foster customer brand engagement behaviors. Originality/value – Although service-dominant logic (SDL) is a theoretical lens used by research in the areas of service innovation and customer engagement, empirical studies that integrate the two areas remain limited. The findings of this study suggest a new mechanism in which service innovation can increase loyalty through increased CBEBs.

5. Discussion

This study empirically examined how the characteristics of service innovation (perceived value, service concept newness and relative advantage) promote CBEBs and brand loyalty. The findings of our study suggest that the proposed drivers influence each dimension of the CBEBs differently. For example, collecting brand information is positively influenced by value, service concept newness and relative advantage. Participating in brand marketing activities is positively influenced by service concept newness and relative advantage. Interacting with others is positively influenced by value and service concept newness. It is surprising that perceived value does not influence participating in brand marketing activities. Perhaps, while customers may perceive value from service innovation, they initially invest cognitive efforts in actively paying attention to brand marketing activities and time to upload the mobile phone application to try out new services. Thus, a large initial investment of their resources may influence customer experience as well as value perception with the service innovation. It is also unexpected that relative advantage does not influence interacting with others. In other words, when compared to perceived value and service concept newness, the customers’ expectation that the service innovation involves some degree of advantage over competitors’ offerings does not influence their interaction with other customers. This suggests that customers are reluctant to talk to other people about the focal brand when the topic involves competing innovations. Future research is encouraged to explore this link and provide specific explanations that can be generalizable to other contexts.