HOW AND WHEN CUSTOMER ENGAGEMENT UNDERLIES THE LINK BETWEEN FAMILY OWNERSHIP AND FIRM PERFORMANCE: A CONCEPTUAL FRAMEWORK

Yıl 2022, Cilt: 31 Sayı: 2, 477 - 487, 29.10.2022

Sıddık Bozkurt , Serap Sarp , David Glıgor

https://doi.org/10.35379/cusosbil.1102174

Öz

With the rapid proliferation of social media, two-way interactions between customers and firms are increased in the past decade. This interactive communication helps firms increase customer engagement. For this reason, social media-driven customer engagement and firm performance have received academics' attention. However, the existing studies substantially focus on customers, and very little is known about firms' related factors (antecedents). Therefore, this study was designed to explain the missed relations from the firm focus. This study aims to develop a comprehensive conceptual framework of customer engagement that includes antecedents (firm’s governance characteristics), consequences (firm performance), and moderators (family strategic emphasis and social media usage intensity). To explain the new relations, five theoretical propositions have been proposed. The study offers theoretical contributions that also help practitioners. The proposed new conceptual model expands the customer engagement literature. Furthermore, family firms can also get a competitive advantage over rivals by emphasizing their characteristics in their communication strategy.

Anahtar Kelimeler

Family Firm, Customer Engagement, Strategic Emphasis, Socail Media, Social Media Usage Intensity

AİLE MÜLKİYETİ VE FİRMA PERFORMANSI ARASINDAKİ İLİŞKİYE MÜŞTERİ KATILIMI NASIL VE NE ZAMAN TEMEL OLUŞTURUR: KAVRAMSAL BİR ÇERÇEVE

Öz

Sosyal medyanın hızla yaygınlaşmasıyla birlikte müşterilerin ve firmaların birbirleriyle olan etkileşimi son on yılda hızla arttı. Bu etkileşimli iletişim, firmaların müşteri katılımını artırmalarına yardımcı oldu. Bu nedenle, sosyal medya odaklı müşteri katılımı ve firma performansı akademisyenlerin ilgisini çekmiştir. Ancak, mevcut çalışmalar büyük ölçüde müşterilere odaklanmaktadır ve firmalarla ilgili faktörler (öncüller) hakkında bilinenler çok kısıtlı kalmaktadır. Bu nedenle, bu çalışmada ilişkiler, firma ile ilgili özelliklere odaklanarak müşteri katılımını açıklamak için tasarlanmıştır. Bu çalışma, müşteri katılımına ilişkin kapsamlı bir kavramsal çerçeveyi, öncülleri (firmanın yönetişim özellikleri), sonuçları (firma performansı) ve moderatörleri (aile stratejik vurgusu ve sosyal medya kullanım yoğunluğu) kapsayacak bir biçimde geliştirmeyi amaçlamaktadır. Yeni ilişkileri açıklayabilmek için beş teorik önerme tasarlanmıştır. Önerilen yeni kavramsal model, müşteri bağlılığı literatürünü genişletmektedir. Ayrıca aile şirketleri, iletişim stratejilerinde kendi özelliklerini vurgulayarak rakiplerine karşı rekabet avantajı da elde edebilirler.

Anahtar Kelimeler

Aile Firması, Müşteri Katılımı, Stratejik Önem, Sosyal Medya, Sosyal Medya Kullanım Yoğunluğu

Kaynakça

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