Engaging Customers through Social Media to Improve Industrial Product Development: The Role of Customer Co-Creation Value

Q2 Business, Management and Accounting

Journal of Relationship Marketing Pub Date : 2018-01-02 DOI:10.1080/15332667.2018.1440137

Ida Hidayanti, L. Herman, Naili Farida

引用次数: 43

Abstract

ABSTRACT This study aims to investigate the effect of social media on customer loyalty with the mediation of customer co-creation value and to build a customer engagement model through co-creation value, which is supported by product improvement perceived in increasing customer loyalty. The data collection employed a survey method with structured questionnaires which were distributed to 150 respondents who were the members of social media product communities in Indonesia. The findings showed that interactions through social media are able to increase customer engagement, facilitaitng collaboration in co-creation value, allowing the company to improve and develop products based on customers' needs and desires, which will eventually increase customer loyalty.

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通过社交媒体吸引客户以改善工业产品开发:客户共同创造价值的作用

摘要本研究旨在研究社交媒体在客户共创价值的中介作用下对客户忠诚度的影响，并通过共创价值建立一个客户参与模型，该模型以提高客户忠诚度的产品改进为支撑。数据收集采用了一种结构化问卷调查方法，向150名印度尼西亚社交媒体产品社区成员分发了问卷。研究结果表明，通过社交媒体进行互动能够提高客户参与度，促进合作创造价值，使公司能够根据客户的需求和愿望改进和开发产品，最终提高客户忠诚度。

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 Relationship Marketing Business, Management and Accounting-Marketing

CiteScore

10.20

自引率

0.00%

发文量

期刊介绍： The Journal of Relationship Marketing is a quarterly journal that publishes peer-reviewed (double-blind) conceptual and empirical papers of original works that make serious contributions to the understanding and advancement of relationship and marketing theory, research, and practice. This academic journal is interdisciplinary and international in nature. Topics of interest (not limited to): Evolution and life cycle of RM; theoretical and methodological issues in RM; types of RM, networks and strategic alliances; internal communication, quality, trust, commitment, satisfaction, loyalty, and dissolution in RM; applications of RM in different disciplines and industries; international perspectives in RM; RM strategies in services economy, higher education, and e-commerce; RM, technology, and the Web; profitability and RM; case studies and best practices in RM. If you are interested in becoming an ad-hoc reviewer, please e-mail a brief statement indicating your area of expertise and interest along with a copy of your CV.