Does Customer Experience Always Benefit Company? Examining Customers' Epistemic Motivation and Interaction With Service Contexts

The main purpose of this study is explaining how and when customer experience benefits the company. Built upon social identity theory, we propose that customer experience leads to customer engagement behavior, via two routes: customer-company and customer-employee identification. Furthermore, we adv...

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Tác giả chính:	Vu Thi Mai Chi
Đồng tác giả:	Widya Paramita
Định dạng:	Journal Article
Ngôn ngữ:	English
Thông tin xuất bản:	SAGE 2022
Chủ đề:	Customer experience Social identity Epistemic motivation Engagement behavior
Truy cập trực tuyến:	http://digital.lib.ueh.edu.vn/handle/UEH/63889 https://doi.org/10.1177/1839334921998867
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spelling	oai:localhost:UEH-638892022-06-29T02:31:47Z Does Customer Experience Always Benefit Company? Examining Customers' Epistemic Motivation and Interaction With Service Contexts Vu Thi Mai Chi Widya Paramita Tran Ha Minh Quan Customer experience Social identity Epistemic motivation Engagement behavior The main purpose of this study is explaining how and when customer experience benefits the company. Built upon social identity theory, we propose that customer experience leads to customer engagement behavior, via two routes: customer-company and customer-employee identification. Furthermore, we advance that customers’ epistemic motivation negatively moderates the mediated effect of customer experience on customer engagement behavior. We ran two studies to validate the measurement of customer experience and to test our hypotheses. For the two studies, we employed a survey method by recruiting consumers of beauty salons in Vietnam. The results demonstrated that EXQ as a measurement for customer experience is applicable to the context of the study and provided empirical support for the hypotheses. Such as, this research found that customer experience positively influences customer engagement behavior as mediated by customer-company and customer-employee identification. Furthermore, this research revealed that customer epistemic motivation negatively moderates the mediated effect of customer experience on customer engagement behavior via customer-employee identification. However, the moderating role of customer epistemic motivation is insignificant for the mediated relationship via customer-company identification. Finally, this research offers theoretical and practical contributions that are elaborated and further discussed. 2022-06-29T02:31:47Z 2022-06-29T02:31:47Z 2022 Journal Article 1441-3582 (Print); 1839-3349 (Online) http://digital.lib.ueh.edu.vn/handle/UEH/63889 https://doi.org/10.1177/1839334921998867 en Australasian Marketing Journal Vol. 30, Issue 1 none Portable Document Format (PDF) 35 50 SAGE
institution	Đại học Kinh tế Thành phố Hồ Chí Minh
collection	DSpaceUEH
language	English
topic	Customer experience Social identity Epistemic motivation Engagement behavior
spellingShingle	Customer experience Social identity Epistemic motivation Engagement behavior Vu Thi Mai Chi Does Customer Experience Always Benefit Company? Examining Customers' Epistemic Motivation and Interaction With Service Contexts
description	The main purpose of this study is explaining how and when customer experience benefits the company. Built upon social identity theory, we propose that customer experience leads to customer engagement behavior, via two routes: customer-company and customer-employee identification. Furthermore, we advance that customers’ epistemic motivation negatively moderates the mediated effect of customer experience on customer engagement behavior. We ran two studies to validate the measurement of customer experience and to test our hypotheses. For the two studies, we employed a survey method by recruiting consumers of beauty salons in Vietnam. The results demonstrated that EXQ as a measurement for customer experience is applicable to the context of the study and provided empirical support for the hypotheses. Such as, this research found that customer experience positively influences customer engagement behavior as mediated by customer-company and customer-employee identification. Furthermore, this research revealed that customer epistemic motivation negatively moderates the mediated effect of customer experience on customer engagement behavior via customer-employee identification. However, the moderating role of customer epistemic motivation is insignificant for the mediated relationship via customer-company identification. Finally, this research offers theoretical and practical contributions that are elaborated and further discussed.
author2	Widya Paramita
author_facet	Widya Paramita Vu Thi Mai Chi
format	Journal Article
author	Vu Thi Mai Chi
author_sort	Vu Thi Mai Chi
title	Does Customer Experience Always Benefit Company? Examining Customers' Epistemic Motivation and Interaction With Service Contexts
title_short	Does Customer Experience Always Benefit Company? Examining Customers' Epistemic Motivation and Interaction With Service Contexts
title_full	Does Customer Experience Always Benefit Company? Examining Customers' Epistemic Motivation and Interaction With Service Contexts
title_fullStr	Does Customer Experience Always Benefit Company? Examining Customers' Epistemic Motivation and Interaction With Service Contexts
title_full_unstemmed	Does Customer Experience Always Benefit Company? Examining Customers' Epistemic Motivation and Interaction With Service Contexts
title_sort	does customer experience always benefit company? examining customers' epistemic motivation and interaction with service contexts
publisher	SAGE
publishDate	2022
url	http://digital.lib.ueh.edu.vn/handle/UEH/63889 https://doi.org/10.1177/1839334921998867
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Does Customer Experience Always Benefit Company? Examining Customers' Epistemic Motivation and Interaction With Service Contexts

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