How Engaged Customers Can Help the Brand: An Empirical Case Study on a Higher Education Institution (University) in Egypt

Simple item page
dc.AffiliationOctober University for modern sciences and Arts (MSA)
dc.contributor.authorAdly Hanna El Sheikh, Samia
dc.date.accessioned2020-03-02T16:05:16Z
dc.date.available2020-03-02T16:05:16Z
dc.date.issued1/24/2019
dc.description.abstractThe purpose of this paper is to investigate through an empirical research the relationship between Customer Engagement Behavior (CEB) and some of its alleged outcomes that include Benevolence/Trust, affective commitment and future patronage in a service sector which is Higher Education. Thus, this research investigates customer engagement constructs of conscious attention and emotional participation that lead to various favorable behaviors by the customer, which in turn leads to favorable outcomes of benevolence, affective commitment and future patronage. The researcher starts by a survey of literature which handles various aspects of CEB which include: possible types of these behaviors, factors affecting CEB, outcomes of CEB and CEB as compared to other marketing concepts. Next, the researcher proposes a model where engaged students (CE) will undertake favorable behaviors (CEB) which in turn will lead to favorable outcomes of Benevolence/trust, future patronage/repurchase intention and affective commitment. The researcher tests the model using Partial Least Squares structural equation modeling (PLS-SEM) and empirical data from a survey (self-administered questionnaire) that was distributed among 5 faculties of one private university in Egypt based on a case study approach. The results show that we accept the hypotheses of the model of the model yet the researcher suggests application on other universities to further test the model. Moreover, the researcher invites further research of other favorable outcomes of CEB as loyalty to be considered. The researcher also suggests an investigation of unfavorable CEB as bad word of mouth (WoM) and harmful blogging or unfavorable reviews.en_US
dc.identifier.citationAnderson, E., & Mittal, V. (2000). Strengthening the satisfaction profit chain. Journal of Service Research, 3(November), 107–120. https://doi.org/10.1177/109467050032001 Ball, E., Coetho, P., & Machas, A. (2004). The role of communication and trust in explaining customer loyalty: an extension to the ESCI Model. European Journal of Marketing, 38(9/10), 1272–1293. https://doi.org/10.1108/03090560410548979 Bansal, H., Irving, P., & Taylor, S. (2004). A three-component model of customer commitment to service providers. Journal of the Academy of Marketing Science, 32(3), 234–250. https://doi.org/10.1177/0092070304263332 Barsoum, G. (2014). The challenges of private higher education in Egypt. Economic Research Forum, 833. Bennett, R. (1996). Relationship information and governance in consumer markets: transactional versus the behaviorist approach. Journal of Marketing Management, 12(5), 417–436. https://doi.org/10.1080/0267257X.1996.9964425 Bijmolt, T., Leeflang, P., Block, F., Eisenbeiss, M., Hardie, B., & Lemmen, A. (2010). Analytics for customer engagement. Journal of Service Research, 13(3), 341–356. https://doi.org/10.1177/1094670510375603 Bove, L., Prevan, S., Beatty, S., & Shiu, E. (2009). Service worker role in encouraging customer organizational citizenship behaviors. Journal of Business Research, 62(7), 698–705. https://doi.org/10.1016/j.jbusres.2008.07.003 Brodie, R., Ilic, A., Juric, B., & Hollebeek, L. (2013). Customer engagement in a virtual brand community: an exploratory analysis. Journal of Business Research, 66(1), 105–114. https://doi.org/10.1016/j.jbusres.2011.07.029 Brodie, R. J., Hollebeek, L., Juric, B., & Ilic, A. (2011). Customer engagement: conceptual domain, fundamental propositions and implications for research. Journal of Service Research, 14(3), 252–274. https://doi.org/10.1177/1094670511411703 Byrne, B. (2010). Structural equation modeling with AMOS; basic concepts, applications, and programming (2nd ed.). Taylor and Francis Group, LLC. Calder, B., Malthouse, E., & Schaedel, U. (2009). An Experimental study of the relationship between online engagement and advertising effectiveness. Journal of Interactive Marketing, 23, 321–331. https://doi.org/10.1016/j.intmar.2009.07.002 Daire, H., Joseph, C., & Michael, R. (2008). Structural Equation Modeling: Guidelines for determining model fit. Journal of Business Research Methods, 6(1). De Bruyn, A., & Lilien, G. (2008). A Multi-stage model of word-of-mouth influence through viral marketing. International Journal of Research in Marketing, 25(3), 151–163. https://doi.org/10.1016/j.ijresmar.2008.03.004 De Matos, C., & Rossi, C. (2008). Word of mouth communication in marketing: A meta-analytic review of the antecedents and moderators. Journal of the Academy of Marketing Science, 36(winter), 578–596. https://doi.org/10.1007/s11747-008-0121-1 Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Journal of Product and Brand Management, 24(1), 28-42. https://doi.org/10.1108/JPBM-06-2014-0635 Diamatopoulos, A., & Winklhofer, H. (2001). Index construction with formative indicators: An alternative to scale development. Journal of Marketing Research, 38(2), 269–277. https://doi.org/10.1509/jmkr.38.2.269.18845 Doney, P., & Cannon, J. (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, 61(2), 35–51. Fuller, J. (2010). Refining virtual co-creation from a consumer perspective. California Management Review, 52(2), 98–122. https://doi.org/10.1525/cmr.2010.52.2.98 Fuller, J., Matzler, K., & Hoppe, M. (2008). Brand community members as a source of innovation. The Journal of Product Innovation Management, 25(6), 608. https://doi.org/10.1111/j.1540-5885.2008.00325.x Gambetti, R., Graffigna, G., & Biraghi, S. (2012). The grounded theory approach to Consumer-Brand Engagement. International Journal of Market Research, 54(5), 659–687. https://doi.org/10.2501/IJMR-54-5-659-687 Gebauer, J., Fuller, J., & Pezzei, R. (2013). The dark and bright side of co-creation: Triggers of member behavior in online innovation communities. Journal of Business Research, 66(9), 1516–1527. https://doi.org/10.1016/j.jbusres.2012.09.013 Gregoire, Y., Tripp, T., & Legoux, R. (2009). When Customer Love turns into Lasting Hate: The effects of relationship strength and time on customer revenge and avoidance. Journal of Marketing, 73(6), 18–32. https://doi.org/10.1509/jmkg.73.6.18 Gummerus, J., Liljander, V., Weman, E., & Pihlstrom, M. (2012). Customer engagement in a Facebook brand community. Management Research Review, 35(9), 857–877. https://doi.org/10.1108/01409171211256578 Gustafsson, A., Michael D. J., & Inger, R. (2005). The Effect of Customer Satisfaction, Relationship Commitment Dimensions, and Triggers on Customer Retention. Journal of Marketing, 69(October), 210–218. https://doi.org/10.1509/jmkg.2005.69.4.210 Ha, H., Janda, S., & Muthaly, S. K. (2010). A new understanding of satisfaction model in e-re-purchase situation. European Journal of Marketing, 44(7/8), 997–1016. https://doi.org/10.1108/03090561011047490 Hair, J., Hult, G., Ringle, C., & Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage Publications. Hair, J., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202 Hayes, A. (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford Publications. Hair, J., Black, W., Babin, B., & Anderson, R. (2010). Multivariate data analysis: A global perspective (7th ed.). Upper Saddle River, New Jersey: Pearson Prentice Hall. Harrison-Walker, L. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4(1), 60–75. https://doi.org/10.1177/109467050141006 Henning-Thurau, T., & Klee, A. (1997). The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and modle development. Psychology Marketing, 14(8), 737–764. https://doi.org/10.1002/(SICI)1520-6793(199712)14:8<737en_US
dc.identifier.issn1918-7203
dc.identifier.urihttps://t.ly/R0nlv
dc.language.isoen_USen_US
dc.publisherCanadian Center of Science and Educationen_US
dc.relation.ispartofseriesInternational Journal of Marketing Studies;Vol. 11, No. 1
dc.subjectOctober University for university of future patronage/repurchase intentionen_US
dc.subjectaffective commitmenten_US
dc.subjectbenevolence/trusten_US
dc.subjectcustomer engagement constructs (conscious attention & emotional participation)en_US
dc.subjectCustomer Engagement Behavior (CEB)en_US
dc.titleHow Engaged Customers Can Help the Brand: An Empirical Case Study on a Higher Education Institution (University) in Egypten_US
dc.typeArticleen_US

Files

Original bundle

Now showing 1 - 2 of 2
Thumbnail Image
Name:
avatar_scholar_256.png
Size:
6.31 KB
Format:
Portable Network Graphics
Description:
Download
Thumbnail Image
Name:
5c4a991a2fc66.pdf
Size:
286.79 KB
Format:
Adobe Portable Document Format
Description:
Download

License bundle

Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
51 B
Format:
Item-specific license agreed upon to submission
Description:
Download

Collections

Faculty Of Management Sciences Research Paper