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Loyalty towards telco service providers: the fundamental role of consumer brand engagement
European Business Review Pub Date : 2020-12-02 , DOI: 10.1108/ebr-10-2019-0271
Say Keat Ooi , Jasmine A.L. Yeap , Zoann Low

Purpose

Customers nowadays would expect more than just the sales process. As loyal customers are crucial for businesses, research indicates that engaged consumers exhibit greater loyalty to brands. Despite its significance, consumer brand engagement (CBE) remains a concept worth deeper investigation. Building on the cognitive-affective-conative (CAC) model, this paper aims to address this lacuna by examining the precursors of CBE and tests CBE as a higher-order construct consisting of three formative dimensions, namely, cognitive processing, affection and activation.

Design/methodology/approach

Using a non-probability purposive sampling method, data was collected from a sample of 237 Malaysian consumers who subscribe to any of the local telco service providers. Data was then analysed using the partial least squares structural equation modelling (PLS-SEM) technique.

Findings

Communication effectiveness, core service quality and corporate social responsibility strategy are important determinants that explain consumers’ brand engagement. Furthermore, it was found that CBE prompts consumer satisfaction, which then leads to brand loyalty towards a telco service provider. Additionally, confirmatory tetrad analysis reassured CBE as a formative construct.

Research limitations/implications

CBE should be best assessed as a higher-order reflective formative construct composed of cognitive processing, affection and activation.

Practical implications

Telco companies seeking to attain brand loyalty and consumer satisfaction should ensure that their customers are engrossed, inspired and energized in their interaction with the brands.

Originality/value

Drawing on the CAC model, this study contributes to consumer marketing literature by filling the gap regarding the precursors and outcomes of CBE. In addition, the multidimensionality of CBE as a higher-order reflective formative construct was established.



中文翻译:

对电信服务提供商的忠诚度:消费者品牌参与的基本作用

目的

如今,客户期望的不仅仅是销售过程。由于忠诚的客户对企业至关重要,研究表明,参与度高的消费者对品牌表现出更高的忠诚度。尽管意义重大,但消费者品牌参与度 (CBE) 仍然是一个值得深入研究的概念。本文基于认知-情感-意念 (CAC) 模型,旨在通过检查 CBE 的前体来解决这一空白,并将 CBE 测试为由三个形成维度组成的高阶结构,即认知加工、情感和激活。

设计/方法/方法

使用非概率目的抽样方法,从订阅任何本地电信服务提供商的 237 名马来西亚消费者的样本中收集数据。然后使用偏最小二乘结构方程模型 (PLS-SEM) 技术分析数据。

发现

沟通有效性、核心服务质量和企业社会责任战略是解释消费者品牌参与度的重要决定因素。此外,还发现 CBE 会促使消费者满意,进而导致对电信服务提供商的品牌忠诚度。此外,验证性四分体分析使 CBE 成为一种形成性结构。

研究限制/影响

CBE 应该被最好地评估为由认知处理、情感和激活组成的高阶反思性形成结构。

实际影响

寻求获得品牌忠诚度和消费者满意度的电信公司应确保其客户在与品牌的互动中全神贯注、受到启发并充满活力。

原创性/价值

本研究利用 CAC 模型,通过填补有关 CBE 前兆和结果的空白,为消费者营销文献做出了贡献。此外,建立了 CBE 作为高阶反射形成结构的多维性。

更新日期:2020-12-02
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