Research On The Influence Of Reciprocity Norms And Engagement Marketing Strategy On Customers' Willingness Of Engagement Behaviors In A Cross-Level Manner

In the context of customer engagement,traditional customer relationship management is facing new challenges.The enagaement relationship between enterprises and customers is a kind of relationship,which is outside of the non-purchase behavior of customer.This relationship is not related to products and services,although it is involved sometimes.The traditional customer relationship management focuses on establishing and maintaining long-term purchasing relationship,and the main output evaluation index about the customer relationship is customer acquisition and customer satisfaction.Therefore,the focus of marketing managers is still about transactions between the enterprise and the customer,and the inspection of customer relationship maintenance is lack.In recent years,although the domestic and foreign enterprises have already begun to focus on the promotion of customer engagement behavior,but the traditional strategy of customer relationship management is often adopted.So,the effect is less than satisfactory.Some enterprises take some marketing measures which are fit to customer behavior,including the establishment of brand community and micro-blog platform.But,these measures are lack of differences with other competitors,so these measures lack core competitiveness.Through the analysis of the reasons for these problems,we can get it.On one hand,the new ideas about customer relationship management have not yet formed.On the other hand,these enterprises don't grasp the essense of adjustment of the marketing mechanism.In the field of research on the driving factors of customer engagement,most studies focus on the customer's intrinsic motivation,but studies have shown that enterprises' targeted efforts can promote customer engagement.The marketing scholars have paid attention to the new challenges,which are originated from the change of identity between customer and enterprise customers.Therefore,the investigation to the changes of the roles of enterprises and its combination marketing strategy is of great significance to improve the market competitiveness of enterprises.In the field of research on customer driven factors,although most studies focus on the intrinsic motivation of the customer,some research shows that the targeted efforts of the enterprise can promote customer engagement.In the context of customer engagement,customers become part-time employees of enterprises.It is urgent to explore the role of enterprises in customer relationship and new ways to manage customer relationship.Therefore,when customers become dual roles of part-time marketers,it is of great importance to explore the changes of business roles and engagement marketing strategies for cultivating and maintaining good customer relationship and improving market competitiveness.According to the customer's part-time staff identity,some scholars have proposed that customer support organization is the important content to customer engagement.When customers participate in the ongoing service delivery process,the organization must establish the corresponding mechanism of management,in order to enable the customer behavior to promote service contact.Organizational support is an important way to establish the management mechanism.However,there are little special and deep researches about the enterprise's role in customer relationship.Some scholars pay attention to enterprise's role in customer relationship,so they put forward that there are three main factors affecting customer engagement,that is,enterprise customer launch,intrinsic motivation and environmental factors.However,the existing literature lacks integrated research on corporate control factors based on the strategic perspective.This makes enterprise marketing strategy face marginalization problems in the field of customer engagement.Based on social exchange theory and organizational support theory,this research identifies the dimensions of norms of reciprocity and the structure of engagement marketing strategy and develops the corresponding scale.This research also builds the norms of reciprocity theory model at organizational level and corresponding relationship between marketing strategies.The theoretical model of engagement marketing strategy and customer engagement relationship between the cross level are constructed.The results of this study provide a theoretical framework for the customer support system on the background of engagement marketing strategy,which enrich the theory of customer relationship management,etc..This research can be divided into three stages.First,in order to clarify the support role of enterprises in customer relationship and reveal the composition and formation mechanism of engagement marketing strategy,this study identifies the dimensions of reciprocal norms and engagement marketing strategies,and develops corresponding measurement scales.The initial survey pool has been formed through literature research and in-depth interviews with enterprise managers.Subsequently,through the expert seminar,the initial measurement items are purified.Through the pre-investigation and formal investigation,we finally get 19 items for reciprocal norms and 16 reliable and valid scales for marketing strategies.And three dimensions of reciprocity norms are identified,including responsibility norms,interpersonal resources interest norms and non-human resources interest norms.Also,three dimensions of engagement marketing strategy are also identified,that is,customer capacity development strategy,conjunction relationship strategy and interest exchange strategy.Second,this paper establishes a relational model of reciprocal norms at organizational level and corresponding marketing strategies.The model takes the reciprocity norms as the antecedent variable,and takes the marketing strategy as the result variable and the learning culture as the regulating variable.In order to verify the model,43 video websites were invited to fill out the questionnaire,and 215 valid questionnaires were collected.A small sample and a large sample survey were conducted,and the data were tested by exploratory factor analysis,confirmatory factor analysis and regression analysis.The results show that in the context of customer engagement,the reciprocity sense of the enterprise is an important factor for the enterprise to choose the engagement marketing strategy.At this stage,the research conclusion also confirms the promoting role of learning culture in the relationship between reciprocity norms and corresponding marketing strategies,that is,enterprises can help different types of engagement marketing strategies with the help of organizational learning and cultural atmosphere.Third,in order to explore the influence of different types of engagement marketing strategies on customer engagement willingness,this paper establishes a cross level relationship model.The model takes the engagement marketing strategy as the antecedent variable,taking customer engagement willingness as the outcome variable,customer perceived support as the intermediary variable,and brand familiarity as the moderator variable.In order to verify the model,the video websites of our country are chosen as the research background,and the sampling survey and data collection are carried out by the method of bilateral sample matching.In order to carry out cross level website platform management and online user analysis,web site managers and users are selected as investigation subjects.The questionnaire is divided into two types.Questionnaire I measure the organizational engagement marketing strategy and the questionnaire II measure the individual level of customer perception support.In this survey,1290 valid questionnaires were collected,including 215 entreprise questionnaires,1075 customer questionnaires and 215 matching questionnaires.In this study,data were analyzed by SPSS,AMOS and HLM.The results showed that different types of engagement marketing strategies had positive effects on customer engagement intention under the background of customer engagement.The research findings also confirm that the better the customer's familiarity for the brand is,the better the strategic effect of the engagement marketing strategy will get.The creativity of this thesis shows in three aspects.Firstly,based the social exchange theory and organizational support theory,the norm of reciprocity is divided into three types,that is,norms of responsibility,interests of human resources,and non-human resource benefit norms.The engagement marketing strategy is divided into three types,that is,a combination of customer competence and development strategy,the relationship maintenance strategy and interest exchange strategy.The corresponding scale is developed based on the China enterprise sample.Secondly,the three dimensions of reciprocity are introduced into the antecedents of the corresponding marketing strategy.Organizational hierarchy model is constructed,which contains three levels of reciprocal norms,three organizational dimensions and learning culture moderator variables.Thirdly,a cross level impact model of customer engagement strategy is constructed,which confirms the positive influence of customer capacity development strategy,relationship engagement strategy and interest exchange strategy on customer engagement willingness.It also confirms the mediating role of customer perceived support in this relationship and the moderating effect of brand familiarity on customer perceived support and customer engagement willingness.