This study employs an experimental method to examine the effects of providing customers with pref... more This study employs an experimental method to examine the effects of providing customers with preferential treatment in service encounters allowing for explicit customer-to-customer comparisons. The results indicate that preferential treatment is perceived as relatively unjust – both by those who receive it and those who do not receive it. These results are in tune with the assumption that customers are sensitive, in justice terms, for how resources are allocated. However, the results also indicate that customer satisfaction is boosted by receiving preferential treatment, yet different forms of receiving it in relation to other customers have different satisfaction implications.
ABSTRACT Purpose – Customer engagement is a concept that has emerged recently to capture customer... more ABSTRACT Purpose – Customer engagement is a concept that has emerged recently to capture customers' total set of behavioral activities toward a firm. The purpose of this paper is to study the effect of customer engagement behaviors on perceived relationship benefits and relationship outcomes. Design/methodology/approach – An online survey of members of a gaming Facebook brand community, resulting in 276 usable responses from gaming customers. Findings – Customer engagement was divided into “Community Engagement Behaviors” (CEB) and “Transactional Engagement Behaviors” (TEB). In addition, three relationship benefits were identified: social benefits, entertainment benefits and economic benefits. The engagement behaviors largely influenced the benefits received. Furthermore, the mediation analysis results show that the influence of CEB on satisfaction is partially mediated by social benefits and entertainment benefits, while the effect of TEB on satisfaction is fully mediated through the same benefits. The effect of CEB on loyalty is mediated through entertainment benefits. Research limitations/implications – The findings are limited to one brand community. The findings have implications for further research on customer engagement. Practical implications – The paper's findings give ideas about how firms can utilize Facebook communities to enhance satisfaction and loyalty by offering the right kinds of relationship benefits. Managers are encouraged to study customer engagement behaviors on, and perceptions of, all channels and to utilize this information for the development of their social media strategies. Originality/value – Customer engagement is a newly introduced concept on which scarce empirical research exists, and there is very little evidence of its effect on customer relationships. This is the first paper to study customer engagement empirically on a Facebook brand community, and to relate customer engagement to relationship constructs.
... Devices (pages 175-192). Jari H. Helenius (Swedish School of Economics and Business Administr... more ... Devices (pages 175-192). Jari H. Helenius (Swedish School of Economics and Business Administration, Finland), and Veronica Liljander (Swedish ... Community: A Model of Successful Marketing on the Internet (pages 270-286). Carlos Flavian (University of Zaragoza, Spain), and ...
Abstract In e-commerce, loyal customers are considered extremely valuable. Loyalty is generally a... more Abstract In e-commerce, loyal customers are considered extremely valuable. Loyalty is generally attributed to satisfaction with the quality of service. Since online transactions involve many uncertainties for the customer, trust is a condition for exchange. Trust in the electronic medium here ...
This study employs an experimental method to examine the effects of providing customers with pref... more This study employs an experimental method to examine the effects of providing customers with preferential treatment in service encounters allowing for explicit customer-to-customer comparisons. The results indicate that preferential treatment is perceived as relatively unjust – both by those who receive it and those who do not receive it. These results are in tune with the assumption that customers are sensitive, in justice terms, for how resources are allocated. However, the results also indicate that customer satisfaction is boosted by receiving preferential treatment, yet different forms of receiving it in relation to other customers have different satisfaction implications.
ABSTRACT Purpose – Customer engagement is a concept that has emerged recently to capture customer... more ABSTRACT Purpose – Customer engagement is a concept that has emerged recently to capture customers' total set of behavioral activities toward a firm. The purpose of this paper is to study the effect of customer engagement behaviors on perceived relationship benefits and relationship outcomes. Design/methodology/approach – An online survey of members of a gaming Facebook brand community, resulting in 276 usable responses from gaming customers. Findings – Customer engagement was divided into “Community Engagement Behaviors” (CEB) and “Transactional Engagement Behaviors” (TEB). In addition, three relationship benefits were identified: social benefits, entertainment benefits and economic benefits. The engagement behaviors largely influenced the benefits received. Furthermore, the mediation analysis results show that the influence of CEB on satisfaction is partially mediated by social benefits and entertainment benefits, while the effect of TEB on satisfaction is fully mediated through the same benefits. The effect of CEB on loyalty is mediated through entertainment benefits. Research limitations/implications – The findings are limited to one brand community. The findings have implications for further research on customer engagement. Practical implications – The paper's findings give ideas about how firms can utilize Facebook communities to enhance satisfaction and loyalty by offering the right kinds of relationship benefits. Managers are encouraged to study customer engagement behaviors on, and perceptions of, all channels and to utilize this information for the development of their social media strategies. Originality/value – Customer engagement is a newly introduced concept on which scarce empirical research exists, and there is very little evidence of its effect on customer relationships. This is the first paper to study customer engagement empirically on a Facebook brand community, and to relate customer engagement to relationship constructs.
... Devices (pages 175-192). Jari H. Helenius (Swedish School of Economics and Business Administr... more ... Devices (pages 175-192). Jari H. Helenius (Swedish School of Economics and Business Administration, Finland), and Veronica Liljander (Swedish ... Community: A Model of Successful Marketing on the Internet (pages 270-286). Carlos Flavian (University of Zaragoza, Spain), and ...
Abstract In e-commerce, loyal customers are considered extremely valuable. Loyalty is generally a... more Abstract In e-commerce, loyal customers are considered extremely valuable. Loyalty is generally attributed to satisfaction with the quality of service. Since online transactions involve many uncertainties for the customer, trust is a condition for exchange. Trust in the electronic medium here ...
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Papers by Veronica Liljander