Expanding Customer Engagement through Dual Valences and Contextual Influences on Word-of-Mouth Responses

Hanen Robert Carl; Alzatreh Ustmanny

doi:10.69725/csri.v1i1.187

Authors

Hanen R. C a. Department of Marketing, Vilnius University, Vilnius, Lithuania, Vilnius G. 3, 01514, Lithuania
Alzatreh Ustmanny b. Departement College of Business Administration, Umm Al Quwain University, United Arab Emirates

DOI:

https://doi.org/10.69725/csri.v1i1.187

Keywords:

Customer Engagement, WOM, Word of Mouth, Involvement, Social Media

Abstract

Given the qualitative nature of the study, we investigate the dual valences of CE positive and negative and the moderated impact of service context on WOM posts that are positive, negative, and neutral respons. With a quantitative research design we gathered data through an online, dual-focus, self-administered voluntary survey in Dubai among service consumer, with 700 valid responses. This study explores the impact of customer participation on positive and negative customer engagement, and the effects of positive and negative engagement on WOM behavior, in a variety of service contexts such as social media platforms and local government services. The results reveal that increased customer participation intensifies favorable engagement, which, in turn, contributes to the advancement of positive WOM communication. Moreover, negative engagement affects WOM as well but in an unfavorable way. In addition, the service context moderates the relationships of involvement and engagement on WOM, with significant effects on the social media context which are higher than on the local government service context. This study helps to scroll through advantages of context on consumer engagement dynamics and screed into the detailed strategies that businesses could benefit from engaging through consumers and for WOM.

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Author Biographies

Hanen R. C, a. Department of Marketing, Vilnius University, Vilnius, Lithuania, Vilnius G. 3, 01514, Lithuania

Dr. Hanen Robert Carl., Ph.D., CA., MM

Management Reserach
Department of Marketing, Vilnius University, Vilnius, Lithuania, Vilnius G. 3, 01514, Lithuania
Alzatreh Ustmanny , b. Departement College of Business Administration, Umm Al Quwain University, United Arab Emirates

Alzatreh Ustmanny Ph.D.

Departement College of Business Administration, Umm Al Quwain University, United Arab Emirates

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