Management of customer relationship is generally understood as a set of philosophies, strategies, systems, and technologies that assist brands and companies to manage their transactions and relationships with customers ( Thakur and Workman, 2016). ![]() In marketing, the notion of customer inspiration has rarely been examined as a way to improve the management of customer relationship. Some studies emphasize that customer inspiration is highly associated with brand attachment ( Park et al., 2013), customer’s feeling of delight and satisfaction ( Finn, 2005), and the flow of the customer experience ( Schouten et al., 2007). ![]() Customer inspiration refers to a temporary motivational state of customers which facilitates the transition from the reception of a marketing-induced idea to the intrinsic pursuit of a consumption-related goal ( Böttger et al., 2017, p. Marketing scholars have also examined customer inspiration ( Böttger et al., 2017 Winterich et al., 2019 Izogo and Mpinganjira, 2020) and noted that inspiration is an important component of customer experience ( Liu et al., 2017). Inspiration is a state that all humans experience, and for this reason, numerous studies in the fields of psychology, education, and management have been dedicated to inspiration ( Wartiovaara et al., 2019 Khoi et al., 2020). Limitations and future research directions are noted. This study updates existing literature boxes of consumer behavior and marketing in the context of online customer-brand relationships. This study unravels the importance and mechanism of customer-brand relationships in the online environment and illuminates pathways for marketers and policymakers to positively influence customer inspiration for business promotion. A mediating impact of customer interaction is found on the relationship between OBC climate and customer inspiration. Findings show that supportive OBC climate and controlled OBC climate are positively related to customer interaction (including information interaction and social interaction) and exert a significant and positive impact on customer inspiration. The data were collected online from the Chinese respondents ( N = 504) to analyze the proposed constructs of the study. This study examines the impacts of the online brand community (OBC) climate on customer interaction and customer inspiration, which are yet under-explored in the extant literature. 3International Center for Hospitality Research and Development, Dedman College of Hospitality, Florida State University, Tallahassee, FL, United States. ![]()
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