Research On The Impact Of Customer Engagement On Customer Perceived Value And Its Antecedents

Excellence in Performance Criteria published by the Baldrige National Quality Award officially replaces customer loyalty with customer engagement.However,it is still lack of the same cognition customer engagement.The research on the role and mechanism of customer engagement in the customer relationship is scarce.Extant research have demonstrated necessary and significant for companies to explore customer engagement.On account of social media,research on the antecedent and consequence of customer engagement is still lack of empirical research.Also,how to use customer engagement behavior is an urgent problem to solve.Based on extant literature,this paper made the empirical research on the antecedents of customer engagement from the perspective of individual personality and social support.Also,a product rankings model was proposed in the paper to give a insight to make use of customer engagement behavior.The research reveals the relationship between individual personality traits and customer engagement,also this paper analyzes the influence of social support on customer engagement,and explores the mediating role of source type.Through the qualitative research and questionnaire survey,we collected 300 valid questionnaires.Statistics software such as SPSS was used to analyze the data collected.Exploratory factor analysis,confirmatory factor analysis,multiple sets of comparative analysis and mediation analysis were made to verify 13 hypothesis which proposed in this paper.The results show that the customer engagement behavior motivation has a significant effect on the customer engagement behavior.Based on individual personality traits,conscientiousness has no significant effect on customer engagement behavior,while agreeableness,pro-social and proactive personality have significant effect on customer engagement behavior motivation.In the context of social support,information support and affective support significantly affect the customer's affective commitment,and customer affective commitment is positively related with customer engagement behavior motivation.Besides,customer affective commitment has a full mediation between social support and customer engagement behavior motivation.Moreover,the moderator of source type has a significant effect on the social support to affective commitment.As the consequence of customer engagement behavior,the research resultsshows that customer engagement has a significant on customer individual value,economic value and social value.Further more,this paper focus on how to use customer engagement behavior(e.g.product reviews)to generate a better customer satisfaction.Based on the trust score of reviewers,this paper adopted the Rank-Order Centroid to weight the product features,and fuzzy TOPSIS(Technique for Order Preference by Similarity to Ideal Solution)was applied to make product evaluation and rankings.The research not only improve the formation mechanism of customer engagement,but also give a perspective to manage customer engagement behavior.The research results give significant support for the theoretical development of customer engagement and social ecommerce management for companies.