Purpose

The purpose of this study is to explore the impact of customer engagement in sales promotion on purchase intention. Utilizing value co-creation and customer engagement theories, the authors tested a model that specifies the effect of customer engagement in sales promotion on purchase intention, through its impact on perceived value and customer satisfaction.

Design/methodology/approach

The model was tested with the PLSc-SEM approach.

Findings

Engaging customers to store's offers by giving them the possibility to choose the type of promotional discount that suits their personal preferences and needs is positively associated with purchase intention, and that this relationship is mediated in serial by perceived value and customer satisfaction.

Practical implications

Involving customers in sales promotion provides opportunities for retail front line management, as well as for customer relationship management to attract attention and interest.

Originality/value

While previous research concerned situations where firms and customers collaborate in the co-creation of value, its role in the sales promotion process is yet unclear. This study starts filling this gap by taking a closer look at customer participation in the sales promotion process and its impact on customer purchase intention.

中文翻译：

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客户参与促销

目的

这项研究的目的是探讨客户参与促销活动对购买意愿的影响。利用价值共创和客户参与理论，作者测试了一个模型，该模型通过影响感知价值和客户满意度来指定促销中客户参与对购买意愿的影响。

设计/方法/方法

使用PLSc-SEM方法测试了该模型。

发现

通过让客户选择适合其个人喜好和需求的促销折扣类型来吸引客户参与商店的报价，这与购买意愿成正相关，并且这种关系是通过感知的价值和客户满意度来间接调节的。

实际影响

让客户参与促销活动为零售前线管理以及客户关系管理提供了吸引注意力和兴趣的机会。

创意/价值

尽管先前的研究涉及企业和客户在价值共同创造中进行协作的情况，但其在促销过程中的作用尚不清楚。通过仔细研究客户在促销过程中的参与及其对客户购买意愿的影响，本研究开始填补这一空白。