IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v86y2018icp281-290.html
   My bibliography  Save this article

Customer engagement behavior in individualistic and collectivistic markets

Author

Listed:
  • Roy, Sanjit Kumar
  • Balaji, M.S.
  • Soutar, Geoff
  • Lassar, Walfried M.
  • Roy, Rajat

Abstract

Managing customer engagement behavior (CEB) is a strategic priority for firms to build and sustain long-term customer-firm relationships. This research examines the different types of customer engagement behavior (i.e. augmenting CEB, co-developing CEB, influencing CEB and mobilizing CEB). The study also examines the relationship between service fairness, different forms of trust (cognitive and affective), value-in-use (ViU) and CEB. The research model was tested across two developed (USA and Australia) and two developing economies (India and China). Results suggest that CEB is a higher-order construct and its structure is consistent across the developed and developing markets. In terms of cross-cultural differences, service fairness has a stronger influence on affective trust in the developing economies as compared to developed economies. Findings indicate that to motivate customers in developed and developing markets to engage, service providers need to treat them fairly, build cognitive and affective trust and understand how they create value-in-use.

Suggested Citation

  • Roy, Sanjit Kumar & Balaji, M.S. & Soutar, Geoff & Lassar, Walfried M. & Roy, Rajat, 2018. "Customer engagement behavior in individualistic and collectivistic markets," Journal of Business Research, Elsevier, vol. 86(C), pages 281-290.
    • Handle: RePEc:eee:jbrese:v:86:y:2018:i:c:p:281-290
    DOI: 10.1016/j.jbusres.2017.06.001
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296317301984
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2017.06.001?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    References listed on IDEAS

    as
    1. Holmvall, Camilla M. & Bobocel, D. Ramona, 2008. "What fair procedures say about me: Self-construals and reactions to procedural fairness," Organizational Behavior and Human Decision Processes, Elsevier, vol. 105(2), pages 147-168, March.
    2. Brockner, Joel & De Cremer, David & van den Bos, Kees & Chen, Ya-Ru, 2005. "The influence of interdependent self-construal on procedural fairness effects," Organizational Behavior and Human Decision Processes, Elsevier, vol. 96(2), pages 155-167, March.
    3. L. Zarantonello & K. Jedidi & B.H. Schmitt, 2013. "Functional and Experiential Routes to Persuasion: An Analysis of Advertising in Emerging vs. Developed Markets," Post-Print hal-00799077, HAL.
    4. Zarantonello, Lia & Jedidi, Kamel & Schmitt, Bernd H., 2013. "Functional and experiential routes to persuasion: An analysis of advertising in emerging versus developed markets," International Journal of Research in Marketing, Elsevier, vol. 30(1), pages 46-56.
    5. Stephen L. Vargo & Robert F. Lusch, 2016. "Institutions and axioms: an extension and update of service-dominant logic," Journal of the Academy of Marketing Science, Springer, vol. 44(1), pages 5-23, January.
    6. Kumar Rakesh Ranjan & Stuart Read, 2016. "Value co-creation: concept and measurement," Journal of the Academy of Marketing Science, Springer, vol. 44(3), pages 290-315, May.
    7. Blocker, Christopher P., 2011. "Modeling customer value perceptions in cross-cultural business markets," Journal of Business Research, Elsevier, vol. 64(5), pages 533-540, May.
    8. Wu, Lei-Yu & Chen, Kuan-Yang & Chen, Po-Yuan & Cheng, Shu-Ling, 2014. "Perceived value, transaction cost, and repurchase-intention in online shopping: A relational exchange perspective," Journal of Business Research, Elsevier, vol. 67(1), pages 2768-2776.
    9. Johnson, Devon & Grayson, Kent, 2005. "Cognitive and affective trust in service relationships," Journal of Business Research, Elsevier, vol. 58(4), pages 500-507, April.
    10. Aaron Cohen & Anat Avrahami, 2006. "The Relationship between Individualism, Collectivism, the Perception of Justice, Demographic Characteristics and Organisational Citizenship Behaviour," The Service Industries Journal, Taylor & Francis Journals, vol. 26(8), pages 889-901, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Vegas-Macias, Jordi, 2025. "Social contact and value co-creation practices. Tourist–resident encounters and urban cycling in Copenhagen," Annals of Tourism Research, Elsevier, vol. 110(C).
    2. Severin Oesterle & Arne Buchwald & Nils Urbach, 2022. "Investigating the co-creation of IT consulting service value: empirical findings of a matched pair analysis," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(2), pages 571-597, June.
    3. Trinh Le Tan & Khanh Nguyen Chau Ngoc & Hien Le Thi Thanh & Hoai Nguyen Thi Thu & Uyen Vo Truong Hoang, 2024. "Enhancing Repurchase Intention on Digital Platforms Based on Shopping Well-Being Through Shopping Value, Trust and Impulsive Buying," SAGE Open, , vol. 14(3), pages 21582440241, September.
    4. Xiaodong Bai, 2024. "Unveiling the Impact of Value Propositions on Value Creation in Chinese Health Service Enterprises: A Customer Participation Perspective," International Journal of Science and Business, IJSAB International, vol. 38(1), pages 1-17.
    5. Nathalie Peña-García & Mauricio Losada-Otálora & Jorge Juliao-Rossi & Augusto Rodríguez-Orejuela, 2021. "Co-Creation of Value and Customer Experience: An Application in Online Banking," Sustainability, MDPI, vol. 13(18), pages 1-14, September.
    6. Fernando Oliveira Santini & Wagner Junior Ladeira & Claudio Hoffmann Sampaio & Diego Costa Pinto, 2018. "The brand experience extended model: a meta-analysis," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 519-535, November.
    7. Wenwen Shen & Yuankun Nie & Chao Long & Zibo Song & Qian Zhang & Decai Tang, 2022. "Research on the Mechanism of Collaborative Value Co-Creation of Enterprise–Science Community: A Case Study Based on the Green Brand Maoduoli," Sustainability, MDPI, vol. 14(22), pages 1-19, November.
    8. Kazem Haki & Michael Blaschke & Stephan Aier & Robert Winter, 2019. "A Value Co-creation Perspective on Information Systems Analysis and Design," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 61(4), pages 487-502, August.
    9. Haoyu Liu & Kim Hua Tan & Xianfeng Wu, 2023. "Who’s watching? Classifying sports viewers on social live streaming services," Annals of Operations Research, Springer, vol. 325(1), pages 743-765, June.
    10. Weijia Kong & Yunfei Shao & Simeng Wang & Wei Yan & Yawen Liu, 2024. "The Implications of the Spillover Effect Related to Green Co-Creation in a Supply Chain," Sustainability, MDPI, vol. 16(9), pages 1-21, April.
    11. Chapman, Alexis & Dilmperi, Athina, 2022. "Luxury brand value co-creation with online brand communities in the service encounter," Journal of Business Research, Elsevier, vol. 144(C), pages 902-921.
    12. Wang, Qingtao & Bai, Xuan & Li, Julie Juan, 2023. "Achieving value co-creation through cooperation in international joint ventures: A two-level perspective," International Business Review, Elsevier, vol. 32(1).
    13. Carole Charbonnel, 2022. "Value Co-Creation As A Marketing Practice: Performance And Firm-level Antecedents," Post-Print hal-03622950, HAL.
    14. Bilby, Julie & Reid, Mike & Brennan, Linda & Chen, Jiemiao, 2020. "Tiers and fears: An investigation of the impact of city tiers and uncertainty avoidance on Chinese consumer response to creative advertising," Australasian marketing journal, Elsevier, vol. 28(4), pages 332-348.
    15. Mizan Rahman & Sunny Bose & Mujahid Mohiuddin Babu & Bidit Lal Dey & Sanjit Kumar Roy & Ben Binsardi, 2019. "Value Co-Creation as a Dialectical Process: Study in Bangladesh and Indian Province of West Bengal," Information Systems Frontiers, Springer, vol. 21(3), pages 527-545, June.
    16. Sheshadri Chatterjee & Nripendra P. Rana & Yogesh K. Dwivedi, 2022. "Assessing Consumers’ Co‐production and Future Participation On Value Co‐creation and Business Benefit: an F-P-C-B Model Perspective," Information Systems Frontiers, Springer, vol. 24(3), pages 945-964, June.
    17. Roberto Bruni & Annarita Colamatteo & Evgenia Nekhoda, 2021. "Governing Territories in Turbulence with Advanced Marketing Frameworks," International Journal of Business and Management, Canadian Center of Science and Education, vol. 16(1), pages 1-79, August.
    18. Busser, James A. & Shulga, Lenna V., 2018. "Co-created value: Multidimensional scale and nomological network," Tourism Management, Elsevier, vol. 65(C), pages 69-86.
    19. Kwak, Hyokjin & Puzakova, Marina & Rocereto, Joseph F., 2017. "When brand anthropomorphism alters perceptions of justice: The moderating role of self-construal," International Journal of Research in Marketing, Elsevier, vol. 34(4), pages 851-871.
    20. Michael Blaschke & Uwe Riss & Kazem Haki & Stephan Aier, 2019. "Design principles for digital value co-creation networks: a service-dominant logic perspective," Electronic Markets, Springer;IIM University of St. Gallen, vol. 29(3), pages 443-472, September.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:86:y:2018:i:c:p:281-290. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.