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Customer Psychological Empowerment as a Critical Source of Customer Engagement

Author

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  • Caroline Morrongiello
  • Gilles N’Goala
  • Dominique Kreziak

Abstract

Interpersonal influence today includes an extension in cyberspace in the form of e–word-of-mouth (eWOM), thereby transforming customers into information producers. Companies nonetheless continue to experience difficulty in encouraging customers to engage online respecting company brands or to participate in co-creating value and promoting company products via the Web. This research examines how customer psychological empowerment, namely the extent to which customers feel that they exert power in the marketplace, potentially enhances brand engagement. Using structural equation modeling, each of a qualitative and quantitative study has been conducted at a French ski resort (N = 753). Findings demonstrate that customers engage for three reasons: belief that they can help companies without resorting to the venting of negative feelings (punishment), brand attachment, and reciprocity based on the perceived sincerity of online comments penned by other customers.

Suggested Citation

  • Caroline Morrongiello & Gilles N’Goala & Dominique Kreziak, 2017. "Customer Psychological Empowerment as a Critical Source of Customer Engagement," International Studies of Management & Organization, Taylor & Francis Journals, vol. 47(1), pages 61-87, January.
    • Handle: RePEc:taf:mimoxx:v:47:y:2017:i:1:p:61-87
    DOI: 10.1080/00208825.2017.1241089
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    Cited by:

    1. Hajer Bachouche & Ouidade Sabri, 2019. "Empowerment in marketing: synthesis, critical review, and agenda for future research," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 304-323, December.
    2. Sıddık Bozkurt & David Gligor & Nichole Gligor, 2022. "Investigating the impact of psychological customer engagement on customer engagement behaviors: the moderating role of customer commitment," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(4), pages 408-424, December.
    3. Hailian Qiu & Ning Wang & Minglong Li, 2021. "Stimulating Customer Citizenship Behavior With Service Climate: The Mediating Role of Customer Psychological Empowerment," SAGE Open, , vol. 11(1), pages 21582440211, March.
    4. Kumar, Vikas & Kaushal, Vikrant, 2021. "Perceived brand authenticity and social exclusion as drivers of psychological brand ownership," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).

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