مشارکت مشتری و بررسی آنلاین
Abstract
1- Introduction
2- Theory and hypothesis
3- Method and analysis
4- Results
5- Discussion
References
Abstract
This study aims at understanding the role of customer engagement in writing online reviews by shoppers with specific focus on mobile devices for shopping. Mobile devices are becoming first screen for the customers and are being used by marketers to have interactive communication making it more suitable for building customer engagement. The research in this space however is in a very nascent stage. Current study is one of the first few empirical studies exploring the role of customer engagement in writing online reviews. The study explores mediating role of customer engagement in satisfaction - online review intention and trust - online review intention relationships. Further moderating role of trust and satisfaction levels in customer engagement - online review intention is explored. This study contributes to marketing literature in the space of customer engagement, online reviews and mobile shopping behaviour. Further, this study provides a framework to managers for motivating the customers in writing online reviews. Also recommendations for retailers in exploiting customer engagement on mobile platforms are provided to address merchants and advertisers for better management of a new technology.
Introduction
Online reviews are becoming increasingly important sources of information for shoppers impacting as much as 20–50% online purchase decisions (Mathwick and Mosteller, 2016). Potential shoppers often check online reviews posted by other customers who bought and used those products. Such reviews give them a glimpse of purchase and usage experience of other users. These reviews are considered to be more credible by shoppers as compared to seller promoted advertisements (Bickart and Schindler, 2001; Godes and Mayzlin, 2004). Researchers have found that shoppers specifically log on to online websites like Amozon.com to check reviews as part of their product evaluation journey (Bughin et al., 2010; Simonson and Rosen 2014). Online reviewers serve the role of information service provider for the potential shoppers by ‘‘shaping how customers serve themselves before, during, and after purchase’’ (Ostrom et al., 2015). Such reviews play crucial role in influencing shoppers’ choice of products, services (e.g, camera, airline, hotel) as well as retailer (e.g., Amazon.com, Makemytrip.com). Online reviews, therefore impact the business of several firms in a multi-sided platform like online marketplaces. Researchers recognize that by posting online reviews, customers derive great social value within the community (Balasubramanian and Mahajan, 2001). The act of reviewing is, therefore, being considered as one of the most influential expressions of customer engagement (Mathwick and Mosteller, 2016). Customer Engagement is a psychological state of mind that leads to frequent interaction with the focal object (e.g., a brand or a medium). Customer engagement is a long term relationship that arrives out of emotional as well as utilitarian motivational drivers. Emerging literature in the domain indicates that customer engagement may lead to several favourable outcomes for brands and firms beyond repurchase intentions. Among other things, these outcomes may include posting likes and reviews on online and social media. Customer engagement is a significant construct in online and social business environments (Brodie et al., 2013; Hollebeek et al., 2014) and may offer valuable insights in customers’ propensity to post online reviews. The act may be perceived by customers as making them influential in their relationships with the brands, and the online organisations.