This study investigates whether and how gamification in loyalty programs (i.e., gamified loyalty programs) impacts consumer loyalty toward loyalty programs and behavioral intentions, along with the ...role of the type of rewards (self-oriented vs. altruistic rewards). The data were collected from U.S. consumers responding to LPs offered in the mobile environment. The results confirmed that gamified loyalty programs (vs. conventional ones) increased consumer loyalty toward loyalty programs which in turn enhanced consumers' participation intention and app download intention. Playfulness and attitude toward the program served as mediating mechanisms underlying the impact of gamification. The indirect relationships were stronger under conditions of self-oriented rewards. Also, reward types moderated the indirect pathway of playfulness, but not attitude. These findings support the essential role of gamification in customer relationship management, an understanding which offers important practical implications for how firms might implement gamified loyalty programs to promote consumer responses.
Purpose
The purpose of this study is to better understand customer citizenship behavior (CCB) motivation through the development and validation of a new scale to measure the CCB motivation (CCBM) ...construct.
Design/methodology/approach
The mixed-methods study, combination of qualitative and quantitative research, is used to develop the scale item that measures CCBM. For nomological validity testing, data were collected from customers who had transacted with a specific service provider business in the past six months. Data were analyzed using structural equation modeling.
Findings
This study suggests that CCBM can be reliably measured by 12 items, composed of four sub-dimensions, self-enhancement, personal principles, desire to support the service provider and perception of the service provider’s past performance. In addition, nomological validity testing through three empirical models confirms that CCBM is a multi-dimensional construct with a second-order nature and an antecedent that positively influences CCB.
Originality/value
The research provides an original view regarding CCBM scale development in the services contexts and makes invaluable contributions to understanding a variety of motivations that lead customers to voluntary participation behaviors.
This study explores how customer-based corporate reputation (CBR) influences customer engagement behaviors (CEB). It incorporates customer identification and brand love as mediators between CBR and ...CEB, and the industry type as a moderator, to investigate the direct and indirect effects of CBR on CEB through a moderated mediation analysis. The hypotheses were tested through PLS-SEM and PROCESS. Results confirmed the mediation effects of customer identification and brand love between CBR and CEB, and the positive direct impact of CBR on CEB. Furthermore, this study found that five aspects of CBR have different impacts on four dimensions of CEB. Lastly, the CBR–customer identification–CEB mechanism is stronger in the service than in the product industry, whereas there is no difference in the mediation mechanism of brand love between the product and service.
Purpose
This study aims to examine the effects of employee voice (EV) and team-member exchange (TMX) on employee job satisfaction (EJS) and affective commitment to an organization among Gen Y ...employees of hotel companies in the USA and China.
Design/methodology/approach
Using a Qualtrics panel, a self-administered online survey was completed by Gen Y hotel employees in the USA and China. Multiple-group structural equation modeling analysis examined relative moderating effects on the proposed framework.
Findings
The effect of EV on EJS was greater in China than in the USA. However, Gen Y hotel employees in the USA who experience high-quality TMX are more likely to have greater EJS than they would in China.
Research limitations/implications
Further studies need to be carried out in other hospitality sectors or non-hospitality business areas with different cross-national contexts.
Practical implications
Chinese hotel managers need to develop effective ways to encourage Gen Y EV. To promote TMX of Gen Y employees in the USA, supporting team-oriented projects and/or evaluations can be an effective way.
Originality/value
This study advances previous cross-cultural studies by focusing on a generation subculture. It makes significant contributions to the hospitality literature, as it is the first among research studies that examines Gen Y employees’ extra-role behavior (EV) and TMX across different national cultures: the USA vs China.
Purpose
This study aims to explore customer personality-related antecedents of customer citizenship behaviors (CCBs) that benefit service providers. It also investigates two-step consequences of ...CCBs: customer satisfaction and intention to continue the relationship.
Design/methodology/approach
US consumers (n = 665) participated in online surveys regarding three types of service businesses with different levels of customization and customer contact. Data were analyzed using structural equation modeling.
Findings
Results show a significant, positive impact of the two dimensions of prosocial personality (i.e. other-oriented empathy and helpfulness) and proactive personality on CCBs. Additionally, CCBs increase customer satisfaction and, in turn, intention to continue the relationship.
Research limitations/implications
This study suggests the importance of customer prosocial and proactive personality as antecedents of CCBs. Beyond intention to participate in CCBs, the present study shows that customers perceived satisfaction from CCBs, resulting in intention to continue the relationship with their service provider. Further research should investigate other types of customer personalities such as conscientiousness and agreeableness.
Practical implications
Service providers should understand customer personalities that lead to voluntary behaviors that benefit their organizations. This understanding allows the service providers to better communicate with their customers and to receive more assists from customers.
Originality/value
Previous research has shown that customers’ attitudinal perceptions impact CCBs. In contrast, this study highlights the strong and positive impact of customer personalities, prosocial and proactive personality, on CCBs. Another significant contribution of this study is that it incorporates the potential consequences of CCBs.
Purpose
Prior research studying the mechanisms by which brand reputation influences consumer behaviors has largely relied on respondent measures of brand reputation, resulting in an inability to ...ascertain the causal direction of relationships. Using third party measures, this paper aims to study the effects of brand reputation, via self-expressive brand perceptions, on both firm-directed and other customer-directed customer voluntary sharing behaviors (CVSB). It then assesses the moderating effect of consumer status-seeking on the relationships studied.
Design/methodology/approach
To prevent common method bias and substantiate causality claims, a third-party brand reputation measure is combined with a consumer survey. Process is used to test the hypotheses using 359 consumer responses collected via Amazon MTurk.
Findings
The results indicate that higher inner-self and social-self expressive perceptions derived from strong brand reputations increase consumer knowledge sharing and social influence behaviors. The effect of social-self expressive brand perceptions on CVSB is positively moderated by consumer status-seeking.
Practical implications
Firms should leverage existing brand reputation investments to strengthen customer perceptions of their brands as self-expressive and facilitate greater social and knowledge-sharing engagement by status-seeking consumers.
Originality/value
This study identifies a new mechanism linking brand reputation and CVSB: consumer perceptions of the self-expressiveness of brands. Moreover, it distinguishes the effects of two dimensions of brand self-expressiveness and substantiates the customer engagement behavior value of investing in brand reputation as measured by third parties.
Many US consumers wanting a healthy lifestyle are interested in cannabidiol (CBD) products, but these products remain somewhat controversial. This study investigates how product factors, consumer ...knowledge, and external cues to action influence the perceived benefits of, and barriers to, CBD, driving adoption intention. Study 1 explores important factors influencing CBD adoption. Study 2, which relies on experimental studies, reveals that certification labels, subjective knowledge, usage experience, and external cues to action influence the perceived benefits and barriers, further impacting adoption intention. The impact of the perceived benefits and barriers on adoption intention is stronger in consumers with greater concerns about their overall health. Insights into factors influencing consumer perceptions and adoption of CBD extend our knowledge of consumer responses to CBD and highlight valuable implications for marketers and policymakers.
For decades, research on the relationship between environmental sustainability and firm performance focused on determining whether the effect of the former on the latter was positive or negative. ...That potentially controversial approach had driven mainstream research to ask two focal questions:
Does it pay to be green?
and
Does it cost to be green?
Recent papers have explored a curvilinear effect (i.e., U-shaped and inverted U-shaped) by tackling another question:
When does it pay to be green?
These efforts, however, have either oversimplified the complex linkage between these two things into a linear relationship or confined the complexity within a formatted frame. This paper overcomes these shortfalls by exploring the holistic effect of environmental sustainability on firm performance, contingent upon corporate reputation. In conjunction with direct effect analysis, this paper uniquely explores the synergistic effect of environmental sustainability and corporate reputation on performance. In addition to detecting the nonlinear synergy pattern, we found that the synergy effect is asymmetric. Specifically, the effect is complementary for low-reputation firms but substitutive for high-reputation firms. In addition to its theoretical contributions and pragmatic implications, this paper uniquely presents PROCESS-Neural network as a promising analytic paradigm.
This study presents a unique analytic process in measuring two complementary capabilities (operations and R&D) and assessing their comparative impact on firm performance, represented by Return on ...Sales (ROS) and Tobin's Q. First, as a new approach, the combined data envelopment analysis (DEA)-artificial neural network (ANN) measures both capabilities by using data from U.S. high-tech firms. Then, the joint OLS multiple regression (MR)-ANN model investigates the individual effect of these capabilities and further explores their relative influence and the synergistic interplay on ROS and Tobin's Q. At its core, this study not only proposes an innovative approach to quantifying capabilities, but also examines the complementary aspect of both capabilities. We found that both capabilities positively affect two temporal performance dimensions. In addition, the impact of the operations capabilities was larger for ROS, whereas R&D capabilities had a greater impact on Tobin's Q. Moreover, the integrative effect of R&D capabilities in association with operations capabilities signifies the importance of a firm balancing efficient operations and technological innovations in pursuit of a sustainable competitive advantage. Through the predictive analytic process, this study further affirms that operational excellence is a main driver of R&D effectiveness.
(ProQuest: ... denotes non-USASCII text omitted)Social exchange theory explains how a party in social interaction provides the other party with reciprocal rewards. Applying this concept to the ...customer context, this study empirically investigates determinants of customer citizenship behaviors (CCBs) in services. For the generalizability of the study across various service providers, the data were collected based on Bowen's (1990) classifications of services. With a total of 665 usable customer responses, structural equation modeling was adapted to test the theoretical research model. This study reveals that customers' perceived support and justice from the service provider positively influence affective commitment toward the organization, resulting in CCBs. The results show that customers' perception of organizational support has the partial mediation effect between customers' perception of organizational justice and their affective commitment. Furthermore, customers' affective commitment partially mediates the relationship between customers' perceived organizational justice and CCBs, but fully mediates the effect of customers' perceived organizational support on CCBs.
