A resource-based perspective on customer engagement behaviors: A typology, conceptual framework, and research avenues

Q1 Business, Management and Accounting

AMS Review Pub Date : 2023-09-12 DOI:10.1007/s13162-023-00261-7

Xianfang Zeng, James Agarwal, Mehdi Mourali

引用次数: 0

Abstract

Numerous forms of customer engagement behaviors (CEBs) have surfaced, highlighting the need for finding common conceptual ground to explore different CEBs. From a resource-based perspective, this paper presents a typology of CEBs that is derived conceptually and a framework that expounds on how customers develop perceptions of engagement value that shape their likelihood to perform different types of CEBs. More specifically, their perceptions of benefits, costs, and risks differ in affecting perceived customer engagement value (CEV) and subsequent intention to perform CEBs. We also examine two boundary conditions based on the attributes of resources. The paper concludes with managerial implications and future research opportunities, encouraging practitioners to consider how firms can utilize customer resources effectively and what resources they can provide to foster and stimulate CEBs.

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基于资源的客户参与行为视角：类型学、概念框架和研究途径

客户参与行为（CEBs）的形式层出不穷，这凸显了寻找共同概念基础以探索不同客户参与行为的必要性。本文从基于资源的视角出发，提出了一种从概念上衍生出来的顾客参与行为类型学，以及一种阐述顾客如何形成参与价值感知的框架，这种参与价值感知会影响他们实施不同类型顾客参与行为的可能性。更具体地说，顾客对利益、成本和风险的感知不同，会影响他们感知到的顾客参与价值（CEV）以及随后执行 CEB 的意愿。我们还研究了基于资源属性的两个边界条件。本文最后提出了管理意义和未来研究机会，鼓励从业人员考虑企业如何有效利用客户资源，以及企业可以提供哪些资源来促进和激励 CEB。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

AMS Review Business, Management and Accounting-Marketing

CiteScore

14.60

自引率

0.00%

发文量

期刊介绍： The AMS Review is positioned to be the premier journal in marketing that focuses exclusively on conceptual contributions across all sub-disciplines of marketing. It publishes articles that advance the development of market and marketing theory.The AMS Review is receptive to different philosophical perspectives and levels of analysis that range from micro to macro. Especially welcome are manuscripts that integrate research and theory from non-marketing disciplines such as management, sociology, economics, psychology, geography, anthropology, or other social sciences. Examples of suitable manuscripts include those incorporating conceptual and organizing frameworks or models, those extending, comparing, or critically evaluating existing theories, and those suggesting new or innovative theories. Comprehensive and integrative syntheses of research literatures (including quantitative and qualitative meta-analyses) are encouraged, as are paradigm-shifting manuscripts.Manuscripts that focus on purely descriptive literature reviews, proselytize research methods or techniques, or report empirical research findings will not be considered for publication. The AMS Review does not publish manuscripts focusing on practitioner advice or marketing education.