دانلود رایگان مقاله انگلیسی مشارکت مشتری و بررسی آنلاین - الزویر 2018

ABSTRACT

This study aims at understanding the role of customer engagement in writing online reviews by shoppers with specific focus on mobile devices for shopping. Mobile devices are becoming first screen for the customers and are being used by marketers to have interactive communication making it more suitable for building customer engagement. The research in this space however is in a very nascent stage. Current study is one of the first few empirical studies exploring the role of customer engagement in writing online reviews. The study explores mediating role of customer engagement in satisfaction - online review intention and trust - online review intention relationships. Further moderating role of trust and satisfaction levels in customer engagement - online review intention is explored. This study contributes to marketing literature in the space of customer engagement, online reviews and mobile shopping behaviour. Further, this study provides a framework to managers for motivating the customers in writing online reviews. Also recommendations for retailers in exploiting customer engagement on mobile platforms are provided to address merchants and advertisers for better management of a new technology.

Discussion

Findings

The objective of this research is to elucidate customer online reviews with a specific focus on mobile shopping. There is an established literature on the role of satisfaction with products and services in building customer loyalty (Anaza and Zhao, 2013; Anderson and Sullivan, 1993; Shankar et al., 2003) which may be exhibited in various forms including re-purchase and writing online reviews. Further, researchers have proposed that trust in the retailer or brand purchased in the online environment would play a key influence in customer decision to write online reviews (Hennig-Thurau et al., 2002; Ranaweera and Prabhu, 2003). This study validated the significant role of satisfaction and trust in writing online reviews that are in line with the existing stream of literature in this space (De Matos and Rossi, 2008; Gvili and Levy, 2016). In past fifteen years or so, there has been a growing body of literature on customer engagement. There are different conceptualizations and researchers do not necessarily converge on the operationalization as well as antecedents and consequences (Pansari and Kumar, 2017). However, most of the scholars have conceptualized customer engagement as a multi-dimensional construct. This study validated the multi-dimensional operational structure of customer engagement as per existing literature (Brodie et al., 2011a, b; Calder et al., 2009; Vivek et al., 2012).