Consequences of customer engagement and customer self-brand connection
Impacte
Scholar |
Altres documents de l'autoria: Moliner, Miguel Angel; Monferrer Tirado, Diego; Estrada, Marta
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https://doi.org/10.1108/JSM-08-2016-0320 |
Metadades
Títol
Consequences of customer engagement and customer self-brand connectionData de publicació
2018Editor
EmeraldCita bibliogràfica
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-08-2016-0320Tipus de document
info:eu-repo/semantics/articleVersió de l'editorial
https://www.emeraldinsight.com/doi/full/10.1108/JSM-08-2016-0320#Versió
info:eu-repo/semantics/publishedVersionParaules clau / Matèries
Resum
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 ... [+]
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. [-]
Drets d'accés
© Emerald Publishing Limited 2018. Published by Emerald Publishing Limited. Licensed re-use rights only
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info:eu-repo/semantics/restrictedAccess
http://rightsstatements.org/vocab/InC/1.0/
info:eu-repo/semantics/restrictedAccess
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