Research Article
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Year 2018, Volume: 7 Issue: 1, 150 - 154, 01.09.2018
https://doi.org/10.17261/Pressacademia.2018.871

Abstract

References

  • Arnett, D. B., German, S. D., Hunt, S. D. (2003). The identity salience model of relationship marketing success: the case of nonprofit marketing. Journal of marketing, 67(2), 89-105.
  • Bickart, B., Schindler R. M. (2001). Internet forums as influential sources of consumer information. Journal of Interactive Marketing, 15, 3, 31-40.
  • Bowman, D., Narayandas D. (2001). Managing customer- initiated contacts with manufacturers: the impact on share of category requirements and word-of-mouth behavior. Journal of Marketing Research, 38, 3, 281-297.
  • Brodie, R. J., Hollebeek, L. D. (2011). Advancing and consolidating knowledge about customer engagement. Journal of Service Research, 14(3), 283-284.
  • Brown, T. J., Barry, T. E., Dacin, P. A., Gunst, R. F. (2005). Spreading the word: investigating antecedents of consumers’ positive word-of-mouth intentions and behaviors in a retailing context. Journal of the Academy of Marketing Science, 33, 2, 123-138.
  • Chung, C. M. Y., Darke, R. (2006). The consumer as advocate: self-relevance, culture and word-of-mouth. Marketing Letters, 17, 4, 269-279.
  • Doyle, P. (2008). Value-based marketing. United Kingdom: John Wiley&Sons, 2. Edition.
  • Fang, C. H., Lin, T. M. Y., Liu, F., Lin Y. H. (2011). Product type and word of mouth: a dyadic perspective. Journal of Research in Interactive Marketing, 5, 2, 189-202.
  • Gildin, S. Z. (2003). Understanding the power of word-of-mouth. Revista de Adminitracao Mackenzie, 4, 1, 91-106.
  • Goldsmith, R. E., Horowitz, D. (2006). Measuring motivations for online opinion seeking. Journal of Interactive Marketing, 6, 2, 2-14.
  • Goyette, I., Ricard, L., Bergeron, J., Marticotte, F. (2010). e‐WoM scale: word‐of‐mouth measurement scale for services context. Canadian Journal of Administrative Sciences, 27, 1, 5–23.
  • Gu, B., Park, J., Konana, P. (2012). The impact of external word-of-mouth sources on retailer sales of high-involvement products. Information Systems Research, 2012, 23, 1, 182–196.
  • Ha, H-Y. (2004). Factors influencing consumer perceptions of brand trust online. Journal of Product & Brand Management, 13, 5, 329-342.
  • Killian, G., McManus K. (2015). A marketing communications approach for the digital era: managerial guidelines for social media integration. Business Horizons, 58, 5, 539-549.
  • Kozinets, R. V., Valck, K., Wilner, S. J. (2010). Networked narratives: understanding word-of-mouth marketing in online communities. Journal of Marketing, 74, 2, 71-89.
  • Lam, D., Mizerski, D. (2005). The effects of locus of control on word of mouth communication. Journal of Marketing Communications, 11, 3, 215- 228.
  • Lang, B. (2011). How word of mouth communication varies across service encounters. Managing Service Quality, 21, 6, 583-598.
  • Mangold, W. G., Miller, F. Brockway, G. R. (1999). Word-of-mouth communication in the service marketplace. The Journal of Service Marketing, 13, 1, 73-89.
  • Pansari, A., Kumar, V. (2017). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294-311. doi:10.1007/s11747-016-0485-6
  • Ferguson, R. J., Paulin, M., Bergeron, J. (2010). Customer sociability and the total service experience: antecedents of positive word‐of‐mouth intentions. Journal of Service Management, Vol. 21 Issue: 1, pp.25-44, https://doi.org/10.1108/09564231011025100
  • File, K. M., Judd, B. B., Prince, R. A. (1992). Interactive marketing: the influence of participation on positive word‐of‐mouth and referrals. Journal of Services Marketing, Vol. 6 Issue: 4, pp.5-14, https://doi.org/10.1108/08876049210037113
  • Pandir, B., Yasin, B. (2017). Brand love and customer engagement’s role over brand loyalty. Journal of Management, Marketing and Logistics (JMML), V.4, Iss.4, p.359-365.
  • Porter, M. E., Heppelmann, J. E. (2014). How smart, connected products are transforming competition. Harvard Business Review, 92(11), 64-88.
  • Ranaweera, C., Prabhu, J. (2003). The influence of satisfaction, trust and switching barriers on customer retention in a continuous purchasing setting. International Journal of Service Industry Management, 2003, 14, 4, 374-395.
  • Ng, S., David, M. E., Dagger, T. S. (2011). Generating positive word‐of‐mouth in the service experience. Managing Service Quality: An International Journal, Vol. 21 Issue: 2, pp.133-151, https://doi.org/10.1108/09604521111113438
  • Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., Verhoef, P. C. (2010). Customer engagement behavior: theoretical foundations and research directions. Journal of service research, 13(3), 253-266.
  • Verhoef, P. C., Reinartz, W. J., Krafft, M. (2010). Customer engagement as a new perspective in customer management. Journal of service research, 13(3), 247-252.
  • Vivek, S. D., Beatty, S. E., Morgan, R. M. (2012). Customer engagement: exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, vol. 20, no. 2, pp. 122-146.
  • Westbrook, R. A. (1987). Product/consumption-based affective responses and postpurchase processes. Journal of Marketing Research, 1987 ,24 ,3, 258-270.
  • Zhang, J. Q., Craciun, G., Shin, D. (2010). When does electronic word-of-mouth matter? A study of consumer product reviews. Journal of Business Research, 63, 1336-1341.

CUSTOMER ENGAGEMENT’S ROLE OVER POSITIVE WORD-OF-MOUTH INTENTION: A STUDY ON SMARTPHONES SECTOR

Year 2018, Volume: 7 Issue: 1, 150 - 154, 01.09.2018
https://doi.org/10.17261/Pressacademia.2018.871

Abstract

Purpose- In this research, researchers have aimed to test relations and roles between customer engagement and positive word-of-mouth intention.

Methodology- This research is a descriptive study and includes the scales of customer engagement and positive word-of-mouth intention which were translated into Turkish and also socio-economic, demographic questions and usage habits. By help of these scales, a survey was formed and applied as an online survey.

Findings- It has been found that there is a significance correlation(Sig=0,00<0.05) between customer engagement and positive word-of-mouth of intention and the output Pearson Correlation Constant was 0.44. Additionally, there are significant differences in usage habits.

Conclusion- It can be interpreted that there is a positive but weak correlation between customer engagement and positive word-of-mouth intention.

References

  • Arnett, D. B., German, S. D., Hunt, S. D. (2003). The identity salience model of relationship marketing success: the case of nonprofit marketing. Journal of marketing, 67(2), 89-105.
  • Bickart, B., Schindler R. M. (2001). Internet forums as influential sources of consumer information. Journal of Interactive Marketing, 15, 3, 31-40.
  • Bowman, D., Narayandas D. (2001). Managing customer- initiated contacts with manufacturers: the impact on share of category requirements and word-of-mouth behavior. Journal of Marketing Research, 38, 3, 281-297.
  • Brodie, R. J., Hollebeek, L. D. (2011). Advancing and consolidating knowledge about customer engagement. Journal of Service Research, 14(3), 283-284.
  • Brown, T. J., Barry, T. E., Dacin, P. A., Gunst, R. F. (2005). Spreading the word: investigating antecedents of consumers’ positive word-of-mouth intentions and behaviors in a retailing context. Journal of the Academy of Marketing Science, 33, 2, 123-138.
  • Chung, C. M. Y., Darke, R. (2006). The consumer as advocate: self-relevance, culture and word-of-mouth. Marketing Letters, 17, 4, 269-279.
  • Doyle, P. (2008). Value-based marketing. United Kingdom: John Wiley&Sons, 2. Edition.
  • Fang, C. H., Lin, T. M. Y., Liu, F., Lin Y. H. (2011). Product type and word of mouth: a dyadic perspective. Journal of Research in Interactive Marketing, 5, 2, 189-202.
  • Gildin, S. Z. (2003). Understanding the power of word-of-mouth. Revista de Adminitracao Mackenzie, 4, 1, 91-106.
  • Goldsmith, R. E., Horowitz, D. (2006). Measuring motivations for online opinion seeking. Journal of Interactive Marketing, 6, 2, 2-14.
  • Goyette, I., Ricard, L., Bergeron, J., Marticotte, F. (2010). e‐WoM scale: word‐of‐mouth measurement scale for services context. Canadian Journal of Administrative Sciences, 27, 1, 5–23.
  • Gu, B., Park, J., Konana, P. (2012). The impact of external word-of-mouth sources on retailer sales of high-involvement products. Information Systems Research, 2012, 23, 1, 182–196.
  • Ha, H-Y. (2004). Factors influencing consumer perceptions of brand trust online. Journal of Product & Brand Management, 13, 5, 329-342.
  • Killian, G., McManus K. (2015). A marketing communications approach for the digital era: managerial guidelines for social media integration. Business Horizons, 58, 5, 539-549.
  • Kozinets, R. V., Valck, K., Wilner, S. J. (2010). Networked narratives: understanding word-of-mouth marketing in online communities. Journal of Marketing, 74, 2, 71-89.
  • Lam, D., Mizerski, D. (2005). The effects of locus of control on word of mouth communication. Journal of Marketing Communications, 11, 3, 215- 228.
  • Lang, B. (2011). How word of mouth communication varies across service encounters. Managing Service Quality, 21, 6, 583-598.
  • Mangold, W. G., Miller, F. Brockway, G. R. (1999). Word-of-mouth communication in the service marketplace. The Journal of Service Marketing, 13, 1, 73-89.
  • Pansari, A., Kumar, V. (2017). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294-311. doi:10.1007/s11747-016-0485-6
  • Ferguson, R. J., Paulin, M., Bergeron, J. (2010). Customer sociability and the total service experience: antecedents of positive word‐of‐mouth intentions. Journal of Service Management, Vol. 21 Issue: 1, pp.25-44, https://doi.org/10.1108/09564231011025100
  • File, K. M., Judd, B. B., Prince, R. A. (1992). Interactive marketing: the influence of participation on positive word‐of‐mouth and referrals. Journal of Services Marketing, Vol. 6 Issue: 4, pp.5-14, https://doi.org/10.1108/08876049210037113
  • Pandir, B., Yasin, B. (2017). Brand love and customer engagement’s role over brand loyalty. Journal of Management, Marketing and Logistics (JMML), V.4, Iss.4, p.359-365.
  • Porter, M. E., Heppelmann, J. E. (2014). How smart, connected products are transforming competition. Harvard Business Review, 92(11), 64-88.
  • Ranaweera, C., Prabhu, J. (2003). The influence of satisfaction, trust and switching barriers on customer retention in a continuous purchasing setting. International Journal of Service Industry Management, 2003, 14, 4, 374-395.
  • Ng, S., David, M. E., Dagger, T. S. (2011). Generating positive word‐of‐mouth in the service experience. Managing Service Quality: An International Journal, Vol. 21 Issue: 2, pp.133-151, https://doi.org/10.1108/09604521111113438
  • Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., Verhoef, P. C. (2010). Customer engagement behavior: theoretical foundations and research directions. Journal of service research, 13(3), 253-266.
  • Verhoef, P. C., Reinartz, W. J., Krafft, M. (2010). Customer engagement as a new perspective in customer management. Journal of service research, 13(3), 247-252.
  • Vivek, S. D., Beatty, S. E., Morgan, R. M. (2012). Customer engagement: exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, vol. 20, no. 2, pp. 122-146.
  • Westbrook, R. A. (1987). Product/consumption-based affective responses and postpurchase processes. Journal of Marketing Research, 1987 ,24 ,3, 258-270.
  • Zhang, J. Q., Craciun, G., Shin, D. (2010). When does electronic word-of-mouth matter? A study of consumer product reviews. Journal of Business Research, 63, 1336-1341.
There are 30 citations in total.

Details

Primary Language English
Journal Section Articles
Authors

Berker Pandir This is me 0000-0003-3869-2244

Ebru Enginkaya 0000-0003-1137-3470

Publication Date September 1, 2018
Published in Issue Year 2018 Volume: 7 Issue: 1

Cite

APA Pandir, B., & Enginkaya, E. (2018). CUSTOMER ENGAGEMENT’S ROLE OVER POSITIVE WORD-OF-MOUTH INTENTION: A STUDY ON SMARTPHONES SECTOR. PressAcademia Procedia, 7(1), 150-154. https://doi.org/10.17261/Pressacademia.2018.871
AMA Pandir B, Enginkaya E. CUSTOMER ENGAGEMENT’S ROLE OVER POSITIVE WORD-OF-MOUTH INTENTION: A STUDY ON SMARTPHONES SECTOR. PAP. September 2018;7(1):150-154. doi:10.17261/Pressacademia.2018.871
Chicago Pandir, Berker, and Ebru Enginkaya. “CUSTOMER ENGAGEMENT’S ROLE OVER POSITIVE WORD-OF-MOUTH INTENTION: A STUDY ON SMARTPHONES SECTOR”. PressAcademia Procedia 7, no. 1 (September 2018): 150-54. https://doi.org/10.17261/Pressacademia.2018.871.
EndNote Pandir B, Enginkaya E (September 1, 2018) CUSTOMER ENGAGEMENT’S ROLE OVER POSITIVE WORD-OF-MOUTH INTENTION: A STUDY ON SMARTPHONES SECTOR. PressAcademia Procedia 7 1 150–154.
IEEE B. Pandir and E. Enginkaya, “CUSTOMER ENGAGEMENT’S ROLE OVER POSITIVE WORD-OF-MOUTH INTENTION: A STUDY ON SMARTPHONES SECTOR”, PAP, vol. 7, no. 1, pp. 150–154, 2018, doi: 10.17261/Pressacademia.2018.871.
ISNAD Pandir, Berker - Enginkaya, Ebru. “CUSTOMER ENGAGEMENT’S ROLE OVER POSITIVE WORD-OF-MOUTH INTENTION: A STUDY ON SMARTPHONES SECTOR”. PressAcademia Procedia 7/1 (September 2018), 150-154. https://doi.org/10.17261/Pressacademia.2018.871.
JAMA Pandir B, Enginkaya E. CUSTOMER ENGAGEMENT’S ROLE OVER POSITIVE WORD-OF-MOUTH INTENTION: A STUDY ON SMARTPHONES SECTOR. PAP. 2018;7:150–154.
MLA Pandir, Berker and Ebru Enginkaya. “CUSTOMER ENGAGEMENT’S ROLE OVER POSITIVE WORD-OF-MOUTH INTENTION: A STUDY ON SMARTPHONES SECTOR”. PressAcademia Procedia, vol. 7, no. 1, 2018, pp. 150-4, doi:10.17261/Pressacademia.2018.871.
Vancouver Pandir B, Enginkaya E. CUSTOMER ENGAGEMENT’S ROLE OVER POSITIVE WORD-OF-MOUTH INTENTION: A STUDY ON SMARTPHONES SECTOR. PAP. 2018;7(1):150-4.

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