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Customer Psychological Empowerment as a Critical Source of Customer Engagement

Author

Listed:
  • Caroline Morrongiello

    (IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc)

  • Gilles N'Goala

    (MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier)

  • Dominique Kreziak

    (IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc)

Abstract

Interpersonal influence today includes an extension in cyberspace in the form of e–word-of-mouth (eWOM), thereby transforming customers into information producers. Companies nonetheless continue to experience difficulty in encouraging customers to engage online respecting company brands or to participate in co-creating value and promoting company products via the Web. This research examines how customer psychological empowerment, namely the extent to which customers feel that they exert power in the marketplace, potentially enhances brand engagement. Using structural equation modeling, each of a qualitative and quantitative study has been conducted at a French ski resort (N = 753). Findings demonstrate that customers engage for three reasons: belief that they can help companies without resorting to the venting of negative feelings (punishment), brand attachment, and reciprocity based on the perceived sincerity of online comments penned by other customers.

Suggested Citation

  • Caroline Morrongiello & Gilles N'Goala & Dominique Kreziak, 2017. "Customer Psychological Empowerment as a Critical Source of Customer Engagement," Post-Print hal-01591617, HAL.
    • Handle: RePEc:hal:journl:hal-01591617
    DOI: 10.1080/00208825.2017.1241089
    Note: View the original document on HAL open archive server: https://hal.univ-smb.fr/hal-01591617
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    References listed on IDEAS

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    1. Roberta Minazzi, 2015. "Social Media Marketing in Tourism and Hospitality," Springer Books, Springer, edition 127, number 978-3-319-05182-6, December.
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    3. Brodie, Roderick J. & Ilic, Ana & Juric, Biljana & Hollebeek, Linda, 2013. "Consumer engagement in a virtual brand community: An exploratory analysis," Journal of Business Research, Elsevier, vol. 66(1), pages 105-114.
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    Cited by:

    1. Hajer Bachouche & Ouidade Sabri, 2019. "Empowerment in marketing: synthesis, critical review, and agenda for future research," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 304-323, December.
    2. Kumar, Jitender, 2019. "How psychological ownership stimulates participation in online brand communities? The moderating role of member type," Journal of Business Research, Elsevier, vol. 105(C), pages 243-257.
    3. Natalia Rubio & Nieves Villaseñor & MªJesús Yagüe, 2020. "Sustainable Co-Creation Behavior in a Virtual Community: Antecedents and Moderating Effect of Participant’s Perception of Own Expertise," Sustainability, MDPI, vol. 12(19), pages 1-19, October.
    4. Hailian Qiu & Ning Wang & Minglong Li, 2021. "Stimulating Customer Citizenship Behavior With Service Climate: The Mediating Role of Customer Psychological Empowerment," SAGE Open, , vol. 11(1), pages 21582440211, March.
    5. Sıddık Bozkurt & David Gligor & Nichole Gligor, 2022. "Investigating the impact of psychological customer engagement on customer engagement behaviors: the moderating role of customer commitment," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(4), pages 408-424, December.
    6. Kumar, Vikas & Kaushal, Vikrant, 2021. "Perceived brand authenticity and social exclusion as drivers of psychological brand ownership," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).

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    Keywords

    Customer psychological empowerment; customer engagement; e-reputation; online platform; tourism;
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