How to Promote e-Customer Engagement Relationship Outcomes: the Role of Perceived Support from Customer Orientation
عنوان مقاله: How to Promote e-Customer Engagement Relationship Outcomes: the Role of Perceived Support from Customer Orientation
شناسه ملی مقاله: ECDC10_003
منتشر شده در دهمین کنفرانس بین المللی تجارت الکترونیک ECDC۲۰۱۶ با رویکرد بر E-Tourism در سال 1395
شناسه ملی مقاله: ECDC10_003
منتشر شده در دهمین کنفرانس بین المللی تجارت الکترونیک ECDC۲۰۱۶ با رویکرد بر E-Tourism در سال 1395
مشخصات نویسندگان مقاله:
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
خلاصه مقاله:
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
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
کلمات کلیدی: Customer orientation, perceived rapport, perceived support for customer, engagement relationship outcomes
صفحه اختصاصی مقاله و دریافت فایل کامل: https://civilica.com/doc/560683/