The Impact Of Interaction Form On Customer Engagement

The research on Customer Relationship Management has never stopped.From the initial research on Customer Transaction Behavior to the Relationship Marketing Theory,the focus gradually shifted from the transaction behavior to maintaining and developing customer relationship.Enterprises pay more attention to customers' non-trading behavior and maintaining Customer Satisfaction is far from enough.Profitable loyalty and Customer Satisfaction need to evolved to a higher level,in order to achieve sustained competitive advantage and strategic development.So,the concept of Customer Engagement is formally proposed.On the other hand,with the rapid development of social media,online marketing activities based on social media become more frequent.The Customer Relationship Management of enterprises is gradually transferred from websites,forums,online communities to social media platforms.At the same time,the emergence of live technology has brought new opportunities.Compared with forwarding and comment interaction,live interaction can affect the emotional and behavioral state of customers,and further promote the formation of Customer engagement relationship.This research contraposes Customer Engagement which has caught the attention of academic and business field in recent years.Using microblog platform as the research carrier,we discussed the effect of Interaction forms on Customer Engagement,the moderating effect of Micro blogger Preference.Meanwhile we also discussed the positive effect of Customer Engagement on word of mouth and the positive effect of Involvement on Customer Engagement.The results are as following:(1)Compared to comments/repost interaction,live interaction has more positive effect on the cognitive dimension and emotional dimension of Customer Engagement,but no significant difference in the behavioral dimension.(2)Customers whose micro blogger preference is star/online celebrity micro blogger(compared to the enterprise/information micro blogger)has significantly higher levels of customer engagement when use live interaction;Customers whose micro blogger preference is star/online celebrity micro blogger(compared to the enterprise/information micro blogger)has no difference of customer engagement level when use comments/repost interaction.(3)The cognitive,emotional and behavioral dimensions of Customer Engagement have a significant positive impact on Word of Mouth.Customer Involvement has a significant positive impact on the three dimensions of Customer Engagement.And Customer Engagement part mediates the influence of Customer Involvement on Word of Mouth.