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Consequences of customer engagement and customer self-brand connection
dc.contributor.author | Moliner, Miguel Angel | |
dc.contributor.author | Monferrer Tirado, Diego | |
dc.contributor.author | Estrada, Marta | |
dc.date.accessioned | 2018-07-02T07:50:07Z | |
dc.date.available | 2018-07-02T07:50:07Z | |
dc.date.issued | 2018 | |
dc.identifier.citation | Miguel Ángel Moliner, Diego Monferrer, Marta Estrada, (2018) "Consequences of customer engagement and customer self-brand connection", Journal of Services Marketing, https://doi.org/10.1108/JSM-08-2016-0320 | ca_CA |
dc.identifier.uri | http://hdl.handle.net/10234/175396 | |
dc.description.abstract | Purpose The purpose of this paper is to analyze the impact of the customer engagement and customer self-brand connection on customer advocacy and firms’ financial performance. The research focuses on the financial sector and studies a complex organization with a uniform strategy, but which attends the public in different centers (bank branches). Design/methodology/approach A theoretical model of effects is tested using dyadic methodology, with 225 dyads (bank branch manager – average of five customers). The authors use structural equation modeling (EQS6.1) to test the relationships. Findings The results corroborate the hypotheses, with the exception of the influence of customer self-brand connection on financial performance. These analyses show that in the banking sector, where the intensive use of new information and technologies has led to a reduction in direct physical contact with the customer, the off-line experience continues to have a notable economic impact. Furthermore, investment in the brand from an experiential approach determines customer advocacy. Originality/value The contribution of this paper is twofold. This research analyzes from a theoretical and empirical perspective the impact of the customer engagement and customer self-brand connection on customer advocacy and firms’ financial performance. | ca_CA |
dc.format.extent | 14 P. | ca_CA |
dc.language.iso | eng | ca_CA |
dc.publisher | Emerald | ca_CA |
dc.rights | © Emerald Publishing Limited 2018. Published by Emerald Publishing Limited. Licensed re-use rights only | ca_CA |
dc.rights.uri | http://rightsstatements.org/vocab/InC/1.0/ | * |
dc.subject | customer engagement | ca_CA |
dc.subject | financial performance | ca_CA |
dc.subject | self-brand connection | ca_CA |
dc.subject | customer advocacy | ca_CA |
dc.title | Consequences of customer engagement and customer self-brand connection | ca_CA |
dc.type | info:eu-repo/semantics/article | ca_CA |
dc.identifier.doi | https://doi.org/10.1108/JSM-08-2016-0320 | |
dc.rights.accessRights | info:eu-repo/semantics/restrictedAccess | ca_CA |
dc.relation.publisherVersion | https://www.emeraldinsight.com/doi/full/10.1108/JSM-08-2016-0320# | ca_CA |
dc.type.version | info:eu-repo/semantics/publishedVersion | ca_CA |
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