Journal
JOURNAL OF RETAILING AND CONSUMER SERVICES
Volume 60, Issue -, Pages -Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2021.102456
Keywords
Customer engagement; Customer cocreation; Relationship quality; Customer learning; Customer knowledge sharing; Goods; services; Sports
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The study found that customer learning and knowledge sharing have a positive impact on customer engagement, which in turn affects customer cocreation and relationship quality. There are differences in customer engagement between service-based and product-based contexts, with the nature of the offering serving as a moderating factor in the model.
Though customer engagement (CE) is heralded as a strategic organizational imperative, empirically derived insight into its nomological network remains sparse. Extending existing research, we therefore test service dominant logic-informed CE vis-`a-vis its key antecedents of knowledge sharing and learning, and its consequences of customer cocreation and relationship quality. We also envisage the existence of CE-based differences across physical goods (versus service) contexts, leading us to include the nature of the offering (good vs. service) as a moderating factor in our model, making a novel contribution. To test the model, a survey was conducted in the tangible sports goods (i.e., sports retail) and-service (i.e., sports club) contexts. The findings substantiate a positive effect of customer learning and knowledge sharing on CE, thus empirically validating conceptual literature-based claims. In addition, CE was found to exert a favorable effect on customer cocreation and relationship quality. Moreover, the results confirm our hypothesized moderating effect by revealing the framework?s stronger associations for service-(vs. product-based) CE. We conclude by discussing key implications that arise from our analyses.
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