The purpose of this paper is to examine the impact of a customer engagement-enabling platform on a value captured by the firm and value acquired by the customer. It explores the relevance of relational and expertise value for customers during the engagement process so as to ensure positive referrals about the service provider.,Using a sample of 482 students, the study examines the customer engagement efforts of professional institutes that provide training to prepare for the civil service examinations of the Union Public Service Commission. The survey is confined to central areas of New Delhi, India. Statistical techniques including confirmatory factor analysis and structural equation modelling are used to analyse the data, and reliability and validity tests are performed.,The findings reveal the indispensable role of service providers as creators of a meaningful effective learning process and of interpersonal relations with customers for generating more business through customer referrals.,The study validated the moderating role of relational value between customers’ expertise value and their referrals on the basis of motivation theory, which asserts that customers’ motivation to contribute to the organisation is driven by the individuals’ extrinsic relational need for belongingness, acceptance by like-minded individuals, and feedback, recognition and respect from employees of the organisation.,The study contributes to the existing literature by integrating the well-developed social exchange and motivation theory so as to investigate the factors that propel customers’ positive word of mouth for the service provider.

中文翻译：

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研究客户参与在增加推荐价值方面的作用

本文的目的是检验支持客户参与的平台对公司捕获的价值和客户获得的价值的影响。它探索了参与过程中客户关系和专业知识价值的相关性，从而确保了对服务提供商的积极推荐。该研究以482名学生为样本，研究了提供培训以准备工作的专业机构的顾客参与工作联盟公共服务委员会的公务员考试。该调查仅限于印度新德里的中心地区。使用包括验证性因子分析和结构方程模型在内的统计技术来分析数据，并进行可靠性和有效性测试。