The Role of Service-Dominant Logic Strategic Orientations in Driving Customer Engagement in Online Retailing

IF 6.8 1区管理学 Q1 BUSINESS

Journal of Interactive Marketing Pub Date : 2023-08-18 DOI:10.1177/10949968231180497

Georgia D. Katsifaraki, Marios Theodosiou

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引用次数: 0

Abstract

Motivating customers’ engagement can be a crucial differentiating factor for the dynamically changing landscape of online retailing. This study draws on service-dominant (S-D) logic and behavioral literature to propose a conceptual model that depicts how a firm's S-D orientation and strategic capabilities stimulate customer engagement, leading to enhanced performance. The model captures the underlying mechanism of value cocreation in an online retailing context. The authors test the model using an experimental research design: 872 participants navigated a quest toward a hypothetical purchase in nine versions of a mock e-commerce website specializing in cycling equipment, and which contained various cues representing different S-D orientations. Findings suggest that S-D orientation has a positive impact on customers’ brand attitudes, affecting their engagement dispositions, purchase intentions, and ultimately (dis)engagement behaviors. In addition, relational, individuated, and developmental strategic capabilities appear to have a stronger impact on customer engagement in online retailing.

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网络零售中服务主导逻辑战略导向在推动顾客参与中的作用

激励顾客参与是在线零售业动态变化的关键差异化因素。本研究利用服务主导(S-D)逻辑和行为文献提出了一个概念模型，该模型描述了公司的S-D导向和战略能力如何刺激客户参与，从而提高绩效。该模型捕捉了在线零售环境中价值共同创造的潜在机制。作者使用实验研究设计来测试该模型:872名参与者在一个专门销售自行车装备的模拟电子商务网站的九个版本中进行假设购买，其中包含代表不同S-D方向的各种线索。研究结果表明，S-D取向对顾客的品牌态度有正向影响，影响顾客的参与倾向、购买意向，最终影响顾客的(非)参与行为。此外，关系型、个性化和发展性战略能力似乎对在线零售中的客户参与有更强的影响。

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

Journal of Interactive Marketing BUSINESS-

CiteScore

20.20

自引率

5.90%

发文量

期刊介绍： The Journal of Interactive Marketing aims to explore and discuss issues in the dynamic field of interactive marketing, encompassing both online and offline topics related to analyzing, targeting, and serving individual customers. The journal seeks to publish innovative, high-quality research that presents original results, methodologies, theories, and applications in interactive marketing. Manuscripts should address current or emerging managerial challenges and have the potential to influence both practice and theory in the field. The journal welcomes conceptually rigorous approaches of any type and does not favor or exclude specific methodologies.