客户授权和参与行为对金融科技客户价值的影响:来自印度的实证研究

IF 0.9 Q3 ECONOMICS

Organizations and Markets in Emerging Economies Pub Date : 2023-05-29 DOI:10.15388/omee.2023.14.83

Archana Nayak Kini, Savitha Basri

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引用次数: 0

摘要

本文旨在研究印度金融科技行业消费者赋权对客户参与行为的影响及其对客户价值的影响。进行了一项横断面分析研究，使用调查问卷收集了380名印度金融科技应用程序用户的数据。采用偏最小二乘结构方程建模（PLS-SEM）方法对概念模型进行了检验。这是新冠肺炎大流行期间最早的研究之一，表明客户授权行为可以预测积极的CEB，如评论和证明，从而促进客户价值。间接效应表明，行政首长协调会对客户赋权和价值之间的关系进行了调解。本研究还将客户参与行为作为一种形成性的高阶结构进行了操作和验证，该结构由客户的社交媒体影响力、形式/模式、参与的范围和渠道等四个维度形成。为了创造客户价值，金融科技从业者和电子营销人员应培养在线社区，识别和管理客户对所研究的特定服务或产品的控制和授权需求，从而指导他们设计定制的营销策略。该研究指导学者和研究人员建立参与模型，以实施积极的CEB，即电子口碑、客户评价和推荐。

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Customer Empowerment and Engagement Behaviours Influencing Value for FinTech Customers: An Empirical Study from India

The article aims to study the impact of consumer empowerment on customer engagement behaviours (CEBs) and their effect on customer value in the FinTech industry of India. A cross-sectional analytical study was carried out to collect data from 380 Indian FinTech app users using a survey questionnaire. The Partial Least Square Structural Equation Modelling (PLS-SEM) method was applied to test the conceptual model. This is one of the first research studies during the COVID-19 pandemic to show that customer-empowered behaviours predict positive CEBs such as reviews and testimonials, which then contribute to customer value. The indirect effects indicate that CEB mediates the relationship between customer empowerment and value. This study also operationalizes and validates customer engagement behaviour as a formative higher-order construct formed by four dimensions such as customers’ social media influence, form/modality, the scope and channel of engagement. To create customer value, FinTech practitioners and e-marketers should foster online communities and identify and manage customers’ need for control and empowerment for a particular service or product under study thus guiding them in designing customized marketing strategies. The study directs academicians and researchers to build engagement models that can enforce positive CEBs namely e-word of mouth, customer reviews and testimonials.

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来源期刊

Organizations and Markets in Emerging Economies ECONOMICS-

CiteScore

1.60

自引率

0.00%

发文量

审稿时长

20 weeks

期刊介绍： The journal aims to contribute to the development and dissemination of multidisciplinary knowledge on organizations and markets in emerging economies, to increase dialogue among scholars focused on a specific emerging economy or region and to encourage and give an outlet to high quality scholarship, both local and international, to this subject. Organizations and Markets in Emerging Economies welcomes analysis of emerging economies from the perspectives of organizational sciences, marketing, economics, finance and related disciplines. The journal appreciates studies that highlight specificities and patterns that occur in emerging economies and develop new empirical and theoretical knowledge on the subject.