How to Promote e-Customer Engagement Relationship Outcomes: the Role of Perceived Support from Customer Orientation
Publish Year: 1395
نوع سند: مقاله کنفرانسی
زبان: English
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شناسه ملی سند علمی:
ECDC10_003
تاریخ نمایه سازی: 6 اسفند 1395
Abstract:
The study aims to investigate the influencing mechanism of customer orientation on e-customer engagement relationship outcomes through perceived support for customer. A total of 525 responses to a survey were collected from e-shoppers in china. The results showed that customer focus and customer feedback have a positive effect on perceived rapport and perceived support for customers, which in turn positively influence e-customer engagement relationship outcomes (i.e., online review, word-of-mouth and customer commitment). The findings of this study imply that the e-retailers need to develop appropriate systems and measures to encourage online service workers’ customer orientation behaviors which are the competitive attributes when it comes to e-customer commitment and e-customer engagement behaviors
Keywords:
Customer orientation , perceived rapport , perceived support for customer , engagement relationship outcomes
Authors
Liping Yan
School of Management and Economics, Beijing Institute of Technology, Beijing, China
Xiucun Wang
School of Management and Economics, Beijing Institute of Technology, Beijing, China
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