Turning Customers into Citizens: The Impact of Online Experiential Value on Customer Citizenship Behaviour

M. Shahin
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Abstract

This research aims to understand customer motivations to display customer citizenship behaviour in the emerging market setting of Egypt. It develops and empirically tests the multidimensional perspective of online experiential value (grounded in the theory of consumption value) and customer citizenship behaviour to determine customer motivations to become company citizens on social media brand pages. Using an online self-administered survey, 294 responses were collected. Data were analyzed using structural equation modelling to achieve the research objectives. Findings confirm there is a positive and significant relationship between online experiential value and customer citizenship behaviour on social media brand pages. This research contributes to the literature by providing an understanding of how to employ the online experiential value dimensions to drive customer citizenship behaviour. The findings of this research will help marketers build effective social media marketing strategies where they provide customers with the five essential components of online experiential value necessary to establish customer citizenship behaviour.
将客户变为公民:在线体验价值对客户公民行为的影响
本研究旨在了解埃及新兴市场环境中客户表现出客户公民行为的动机。研究从在线体验价值(以消费价值理论为基础)和客户公民行为的多维角度出发,确定了客户在社交媒体品牌页面上成为公司公民的动机,并对其进行了实证检验。通过在线自填式调查,共收集到 294 份回复。为实现研究目标,采用结构方程模型对数据进行了分析。研究结果证实,在线体验价值与社交媒体品牌页面上的客户公民行为之间存在积极而重要的关系。本研究有助于了解如何利用在线体验价值维度来推动客户公民行为,从而为相关文献做出贡献。研究结果将有助于营销人员制定有效的社交媒体营销战略,为客户提供建立客户公民行为所需的在线体验价值的五个基本要素。
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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