...
首页> 外文期刊>Journal of Consumer Behaviour >Complaint or recommendation? The impact of customers' state and trait goal orientations on customer engagement behaviors
【24h】

Complaint or recommendation? The impact of customers' state and trait goal orientations on customer engagement behaviors

机译:投诉还是建议?客户的状态和特质目标取向对客户参与行为的影响

获取原文
获取原文并翻译 | 示例
   

获取外文期刊封面封底 >>

       

摘要

The importance of customer engagement behaviors (CEBs) has been widely acknowledged in marketing. CEB encompasses an interactive relationship with the engaged object. A customer's personality characteristics play an important role in the interactive process. So it is necessary to examine how customer's personality characteristics influence customer engagement behaviors. However, there has been relatively less empirical research examining the impact of a customer's personality characteristics on CEBs. Customer goal orientation (promotion orientation vs. prevention orientation) is one such important personality characteristic. This research examined how customer goal orientation influenced CEBs. We used a priming technique to examine the relationships between the customer's state goal orientation and the customer's recommendations and complaints in study 1. The results showed that customers with state promotion-focused goal orientations initiated more recommendations than the customers with state prevention-focused goal orientations. For complaints, the difference between these two groups was not significant. Study 2 investigated the impact of trait goal orientation on the customer's recommendations and complaints. The results showed that the trait promotion-focused goal orientation customers were more likely to initiate both recommendations and complaints behaviors than the trait prevention-focused goal orientation customers. The findings of the research demonstrate that customer goal orientation is an important influence on positive and negative CEBs, and state and trait goal orientations have different impacts on CEBs. This research helps companies aiming to improve their customers' CEBs by suggesting which type of customers (in terms of goal orientation) are more likely to engage. Copyright (C) 2016 John Wiley & Sons, Ltd.
机译:客户参与行为(CEB)的重要性已在营销中得到广泛认可。 CEB包含与参与对象的互动关系。客户的个性特征在交互过程中起着重要作用。因此,有必要检查客户的个性特征如何影响客户的参与行为。但是,检验客户的个性特征对CEB的影响的经验研究相对较少。客户目标导向(促销导向与预防导向)就是这样一种重要的个性特征。这项研究检查了客户目标导向如何影响CEB。在研究1中,我们使用了启动技术来检查客户的状态目标定向与客户的建议和投诉之间的关系。结果表明,以状态促进为目标的目标定向的客户比以状态预防为目标的目标发起的建议更多。对于投诉,这两组之间的差异并不显着。研究2调查了特质目标定向对客户的建议和投诉的影响。结果表明,与以特质预防为目标的目标导向客户相比,以特质促进为目标的目标导向客户更有可能发起推荐和投诉行为。研究结果表明,客户目标定向是对正面和负面CEB的重要影响,而状态和特征目标定向对CEB具有不同的影响。这项研究通过建议更有可能参与哪种类型的客户(就目标定位而言),帮助旨在改善其客户的CEB的公司。版权所有(C)2016 John Wiley&Sons,Ltd.

著录项

  • 来源
    《Journal of Consumer Behaviour》 |2017年第2期|187-194|共8页
  • 作者单位

    Changzhou Univ, Sch Business, Changzhou, Peoples R China;

    Sun Yat Sen Univ, Sch Business, Guangzhou, Guangdong, Peoples R China;

    Univ Nebraska, Dept Mkt, BA 322, Lincoln, NE USA;

    Univ Utah, Dept Mkt, David Eccles Sch Business, Salt Lake City, UT USA;

  • 收录信息
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱:kefu@zhangqiaokeyan.com

京公网安备:11010802029741号 ICP备案号:京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有
  • 客服微信

  • 服务号