The effect of customer empowerment and customer engagement on marketing performance: the mediating effect of brand community membership
Abstract
This study aimed at examining the mediating role of brand Community membership on the effect of customer empowerment and customer engagement on marketing performance. The population of the study contained students of universities in the North Region of Jordan. A total of 1320 questionnaires were administered to sample members, and 895 questionnaires were returned completed. Data analysis indicated a significant partial mediation of brand community in the effect of customer empowerment on customer satisfaction but not in the effect of customer engagement and customer loyalty.Interestingly, the results confirmed that employee engagement is more important for organisations to ensure customer loyalty. The effect of customer empowerment on customer satisfaction was mediated by the customer’s membership to the brand community. Thereupon, organisations should ensure put their customers’ engagement as a priority. Further research is required to investigate the predictability of both customer satisfaction and engagement using different samples from several settings.
Keyword : customer empowerment, customer satisfaction, brand community, customer engagement, customer loyalty
How to Cite
Mohammad, A. A. (2020). The effect of customer empowerment and customer engagement on marketing performance: the mediating effect of brand community membership. Business: Theory and Practice, 21(1), 30-38. https://doi.org/10.3846/btp.2020.11617
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Cheung, C., Chiu, P., & Lee, M. (2011). Online social networks: Why do students use facebook? Computers in Human Behavior, 27(4), 1337–1343. https://doi.org/10.1016/j.chb.2010.07.028
Chin, W. (1998). The partial least squares approach to structural equation modeling. Modern Methods for Business Research, 295(2), 295–336.
Constantin, V., Platon, O., & Orzan, G. (2014). Brand community formation: A critical review. Annales Universitatis Apulensis Series Oeconomica, 16(2), 123–131.
Cova, B., & Pace, S. (2006). Brand community of convenience products: new forms of customer empowerment – the case “my Nutella The Community”. European Journal of Marketing, 40(9/10), 1087–1105. https://doi.org/10.1108/03090560610681023
De Vries, N., & Carlson, J. (2014). Examining the drivers and brand performance implications of customer engagement with brands in the social media environment. Journal of Brand Management, 21(6), 495–515. https://doi.org/10.1057/bm.2014.18
Fuchs, C., & Schreier, M. (2011). Customer empowerment in new product development. Journal of Product Innovation Management, 28(1), 17–32. https://doi.org/10.1111/j.1540-5885.2010.00778.x
Füller, J., MüHlbacher, H., Matzler, K., & Jawecki, G. (2009). Consumer empowerment through internet-based co-creation. Journal of Management Information Systems, 26(3), 71–102. https://doi.org/10.2753/MIS0742-1222260303
Greve, G. (2014). The moderating effect of customer engagement on the brand image-brand loyalty relationship. Procedia-Social and Behavioral Sciences, 148, 203–210. https://doi.org/10.1016/j.sbspro.2014.07.035
Gummerus, J., Liljander, V., Weman, E., & Pihlström, M. (2012). Customer engagement in a Facebook brand community. Management Research Review, 35(9), 857–877. https://doi.org/10.1108/01409171211256578
Hollebeek, L. (2011). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management, 27(7–8), 785–807. https://doi.org/10.1080/0267257X.2010.500132
Hoyer, W. D., Chandy, R., Dorotic, M., Krafft, M., & Singh, S. S. (2010). Consumer cocreation in new product development. Journal of Service Research, 13(3), 283–296. https://doi.org/10.1177/1094670510375604
Hsieh, S. H., Tseng, T. H., & Lee, C. T. (2018, January). Drivers of online brand community value creation: the role of psychological empowerment. In Proceedings of the 51st Hawaii International Conference on System Sciences. https://doi.org/10.24251/HICSS.2018.265
Hudson, S., & Thal, K. (2013). The impact of social media on the consumer decision process: Implications for tourism marketing. Journal of Travel & Tourism Marketing, 30(1–2), 156–160. https://doi.org/10.1080/10548408.2013.751276
Jaroensrisomboon, N. (2018). The relationship between perceived service quality, switching costs, customer satisfaction and customer loyalty. AU Journal of Management, 7(1), 24–31.
Lavee, Y., McCubbin, H., & Patterson, J. (1985). The double ABCX model of family stress and adaptation: An empirical test by analysis of structural equations with latent variables. Journal of Marriage and the Family, 811–825. https://doi.org/10.2307/352326
McAlexander, J., Schouten, J., & Koenig, H. (2002). Building brand community. Journal of Marketing, 66(1), 38–54. https://doi.org/10.1509/jmkg.66.1.38.18451
Muniz, A., & O’guinn, T. (2001). Brand community. Journal of Consumer Research, 27(4), 412–432. https://doi.org/10.1086/319618
Muntinga, D., Moorman, M., & Smit, E. (2011). Introducing CO-BRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13–46. https://doi.org/10.2501/IJA-30-1-013-046
Nitzl, C., Roldán, J., & Cepeda, G. (2017). Mediation analyses in partial least squares structural equation modeling, helping researchers discuss more sophisticated models: an abstract. Marketing at the Confluence between Entertainment and Analytics. Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 693–693). Springer, Cham. https://doi.org/10.1007/978-3-319-47331-4_130
O’Brien, H., & Toms, E. (2010). The development and evaluation of a survey to measure user engagement. Journal of the American Society for Information Science and Technology, 61(1), 50–69. https://doi.org/10.1002/asi.21229
Öberg, C. (2011). The core-customer concept. The Service Industries Journal, 31(16), 540–560. https://doi.org/10.1080/02642069.2010.511186
O’Cass, A., & Viet Ngo, L. (2011). Achieving customer satisfaction in services firms via branding capability and customer empowerment. Journal of Services Marketing, 25(7), 489–496. https://doi.org/10.1108/08876041111173615
Ouschan, R., Sweeney, J., & Johnson, L. (2006). Customer empowerment and relationship outcomes in healthcare consultations. European Journal of Marketing, 40(9/10), 1068–1086. https://doi.org/10.1108/03090560610681014
Pansari, A., & Kumar, V. (2017). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294–311. https://doi.org/10.1007/s11747-016-0485-6
Papaioannou, A., Kriemadis, T., Kapetaniou, P., Yfantidou, G., & Kourtesopoulou, A. (2018). Customer oriented strategy and business performance in tourism and hospitality industry. In Innovative Approaches to Tourism and Leisure (pp. 417–432). Springer, Cham. https://doi.org/10.1007/978-3-319-67603-6_32
Pires, G., Stanton, J., & Rita, P. (2006). The internet, consumer empowerment and marketing strategies. European Journal of Marketing, 40(9/10), 936–949. https://doi.org/10.1108/03090560610680943
Pranic, L., & Roehl, W. (2012). Rethinking service recovery: A customer empowerment (CE) perspective. Journal of Business Economics and Management, 13(2), 242–260. https://doi.org/10.3846/16111699.2011.620137
Sarkar, A., & Sreejesh, S. (2014). Examination of the roles played by brand love and jealousy in shaping customer engagement. Journal of Product & Brand Management, 23(1), 24–32. https://doi.org/10.1108/JPBM-05-2013-0315
Shankar, A., Cherrier, H., & Canniford, R. (2006). Consumer empowerment: A Foucauldian interpretation. European Journal of Marketing, 40(9/10), 1013–1030. https://doi.org/10.1108/03090560610680989
Siano, A., Vollero, A., & Palazzo, M. (2011). Exploring the role of online consumer empowerment in reputation building: research questions and hypotheses. Journal of Brand Management, 19(1), 57–71. https://doi.org/10.1057/bm.2011.23
So, K., King, C., Sparks, B., & Wang, Y. (2016). The role of customer engagement in building consumer loyalty to tourism brands. Journal of Travel Research, 55(1), 64–78. https://doi.org/10.1177/0047287514541008
Stacciarini, T. S. G., & Pace, A. E. (2017). Confirmatory factor analysis of the appraisal of self-care agency scale-revised. Revista Latino-Americana de Enfermagem, 25. https://doi.org/10.1590/1518-8345.1378.2856
Taber, K. S. (2018). The use of Cronbach’s Alpha when developing and reporting research instruments in science education. Research in Science Education, 48(6), 1273–1296. https://doi.org/10.1007/s11165-016-9602-2
Tsiotsou, R. (2016). The social aspects of consumption as predictors of consumer loyalty: Online vs. offline services. Journal of Service Management, 27(2), 91–116. https://doi.org/10.1108/JOSM-04-2015-0117
Tsiotsou, R. H. (2013). The role of brand relationships and tribal behavior on brand loyalty. In American Marketing Association Winter Educ Conference Proceedings, 24, 366–374.
Van Doorn, J., Lemon, K., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253–266. https://doi.org/10.1177/1094670510375599
Vivek, S., Beatty, S., & Morgan, R. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 122–146. https://doi.org/10.2753/MTP1069-6679200201
Walliman, N. (2017). Research methods: The basics (2nd ed.). Abingdon, Oxon; New York, NY: Routledge.
Zainudin, M., & Subali, B. (2019). Construct validity of mathematical creativity instrument: first-order and second-order confirmatory factor analysis. International Journal of Instruction, 12(3), 595–614. https://doi.org/10.29333/iji.2019.12336a
Algesheimer, R., Dholakia, U., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69(3), 19–34. https://doi.org/10.1509/jmkg.69.3.19.66363
Al-Hawary, S., & Al-Menhaly, S. (2017). The quality of e-government services and its role on achieving beneficiaries satisfaction. Global Journal of Management And Business Research, 16(1), 1–11.
Al-Hawary, S. I. S. (2013). The role of perceived quality and satisfaction in explaining customer brand loyalty: mobile phone service in Jordan. International Journal of Business Innovation and Research, 7(4), 393–413.
Al-Hawary, S. I. S. (2013). The roles of perceived quality, trust, and satisfaction in predicting brand loyalty: the empirical research on automobile brands in Jordan market. International Journal of Business Excellence, 6(6), 656–686. https://doi.org/10.1504/IJBIR.2013.054848
Al-Hawary, S. I. S., & Al-Smeran, W. F. (2016). Impact of electronic service quality on customers satisfaction of Islamic banks in Jordan. International Journal of Academic Research in Accounting, Finance and Management Sciences, 7(1), 170–188. https://doi.org/10.6007/IJARAFMS/v7-i1/2613
Al-Hawary, S. I. S., & Harahsheh, S. A. M. (2014). Factors affecting Jordanian consumer loyalty toward cellular phone brand. International Journal of Economics and Business Research, 7(3), 349–375. https://doi.org/10.1504/IJEBR.2014.060372
Al-Hawary, S. I. S., & Hussien, A. J. (2016). The Impact of electronic banking services on the Customers Loyalty of Commercial Banks in Jordan. International Journal of Academic Research in Accounting, Finance and Management Sciences, 7(1), 50–63. https://doi.org/10.6007/IJARAFMS/v7-i1/2539
Al-Hawary, S. I. S., Batayneh, A. M., Mohammad A. I., & Alsarahni, A. (2017). Supply chain flexibility aspects and their impact on customers’ satisfaction of pharmaceutical industry in Jordan. International Journal of Business Performance and Supply Chain Modeling, 9(4), 326–343. https://doi.org/10.1504/IJBPSCM.2017.091330
Alolayyan, M. N., Al-Hawary, S. I. S., Mohammad, A. A. S., & Al-Nady, B. A. H. A. (2018). Banking service quality provided by commercial banks and customer satisfaction. A structural equation modelling approaches. International Journal of Productivity and Quality Management, 24(4), 543–565. https://doi.org/10.1504/IJPQM.2018.093454
Alshurideh, M. T, Al-Hawary, S. I. S., Batayneh, A. M. I., Mohammad A. I., & Alkurdi, B. (2017). The impact of Islamic Banks’ service quality perception on Jordanian customers loyalty. Journal of Management Research, 9(2), 139–159. https://doi.org/10.5296/jmr.v9i2.10664
Bansal, S., & Bansal, D. (2018). Consumer engagement in electronic word-of-mouth on social networking sites. ELK Asia Pacific Journal of Marketing and Retail Management, 9(1), 1–29.
Berraies, S., & Hamouda, M. (2018). Customer empowerment and firms’ performance: The mediating effects of innovation and customer satisfaction. International Journal of Bank Marketing, 36(2), 2, 336–356. https://doi.org/10.1108/IJBM-10-2016-0150
Bitner, M., Brown, S., & Meuter, M. (2000). Technology infusion in service encounters. Journal of the Academy of marketing Science, 28(1), 138–149. https://doi.org/10.1177/0092070300281013
Bowden, J. (2009). The process of customer engagement: A conceptual framework. Journal of Marketing Theory and Practice, 17(1), 63–74. https://doi.org/10.2753/MTP1069-6679170105
Brakus, J., Schmitt, B., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.52
Brodie, R., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105–114. https://doi.org/10.1016/j.jbusres.2011.07.029
Chan, T., Zheng, X., Cheung, C., Lee, M., & Lee, Z. (2014). Antecedents and consequences of customer engagement in online brand communities. Journal of Marketing Analytics, 2(2), 81–97. https://doi.org/10.1057/jma.2014.9
Cheung, C., Chiu, P., & Lee, M. (2011). Online social networks: Why do students use facebook? Computers in Human Behavior, 27(4), 1337–1343. https://doi.org/10.1016/j.chb.2010.07.028
Chin, W. (1998). The partial least squares approach to structural equation modeling. Modern Methods for Business Research, 295(2), 295–336.
Constantin, V., Platon, O., & Orzan, G. (2014). Brand community formation: A critical review. Annales Universitatis Apulensis Series Oeconomica, 16(2), 123–131.
Cova, B., & Pace, S. (2006). Brand community of convenience products: new forms of customer empowerment – the case “my Nutella The Community”. European Journal of Marketing, 40(9/10), 1087–1105. https://doi.org/10.1108/03090560610681023
De Vries, N., & Carlson, J. (2014). Examining the drivers and brand performance implications of customer engagement with brands in the social media environment. Journal of Brand Management, 21(6), 495–515. https://doi.org/10.1057/bm.2014.18
Fuchs, C., & Schreier, M. (2011). Customer empowerment in new product development. Journal of Product Innovation Management, 28(1), 17–32. https://doi.org/10.1111/j.1540-5885.2010.00778.x
Füller, J., MüHlbacher, H., Matzler, K., & Jawecki, G. (2009). Consumer empowerment through internet-based co-creation. Journal of Management Information Systems, 26(3), 71–102. https://doi.org/10.2753/MIS0742-1222260303
Greve, G. (2014). The moderating effect of customer engagement on the brand image-brand loyalty relationship. Procedia-Social and Behavioral Sciences, 148, 203–210. https://doi.org/10.1016/j.sbspro.2014.07.035
Gummerus, J., Liljander, V., Weman, E., & Pihlström, M. (2012). Customer engagement in a Facebook brand community. Management Research Review, 35(9), 857–877. https://doi.org/10.1108/01409171211256578
Hollebeek, L. (2011). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management, 27(7–8), 785–807. https://doi.org/10.1080/0267257X.2010.500132
Hoyer, W. D., Chandy, R., Dorotic, M., Krafft, M., & Singh, S. S. (2010). Consumer cocreation in new product development. Journal of Service Research, 13(3), 283–296. https://doi.org/10.1177/1094670510375604
Hsieh, S. H., Tseng, T. H., & Lee, C. T. (2018, January). Drivers of online brand community value creation: the role of psychological empowerment. In Proceedings of the 51st Hawaii International Conference on System Sciences. https://doi.org/10.24251/HICSS.2018.265
Hudson, S., & Thal, K. (2013). The impact of social media on the consumer decision process: Implications for tourism marketing. Journal of Travel & Tourism Marketing, 30(1–2), 156–160. https://doi.org/10.1080/10548408.2013.751276
Jaroensrisomboon, N. (2018). The relationship between perceived service quality, switching costs, customer satisfaction and customer loyalty. AU Journal of Management, 7(1), 24–31.
Lavee, Y., McCubbin, H., & Patterson, J. (1985). The double ABCX model of family stress and adaptation: An empirical test by analysis of structural equations with latent variables. Journal of Marriage and the Family, 811–825. https://doi.org/10.2307/352326
McAlexander, J., Schouten, J., & Koenig, H. (2002). Building brand community. Journal of Marketing, 66(1), 38–54. https://doi.org/10.1509/jmkg.66.1.38.18451
Muniz, A., & O’guinn, T. (2001). Brand community. Journal of Consumer Research, 27(4), 412–432. https://doi.org/10.1086/319618
Muntinga, D., Moorman, M., & Smit, E. (2011). Introducing CO-BRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13–46. https://doi.org/10.2501/IJA-30-1-013-046
Nitzl, C., Roldán, J., & Cepeda, G. (2017). Mediation analyses in partial least squares structural equation modeling, helping researchers discuss more sophisticated models: an abstract. Marketing at the Confluence between Entertainment and Analytics. Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 693–693). Springer, Cham. https://doi.org/10.1007/978-3-319-47331-4_130
O’Brien, H., & Toms, E. (2010). The development and evaluation of a survey to measure user engagement. Journal of the American Society for Information Science and Technology, 61(1), 50–69. https://doi.org/10.1002/asi.21229
Öberg, C. (2011). The core-customer concept. The Service Industries Journal, 31(16), 540–560. https://doi.org/10.1080/02642069.2010.511186
O’Cass, A., & Viet Ngo, L. (2011). Achieving customer satisfaction in services firms via branding capability and customer empowerment. Journal of Services Marketing, 25(7), 489–496. https://doi.org/10.1108/08876041111173615
Ouschan, R., Sweeney, J., & Johnson, L. (2006). Customer empowerment and relationship outcomes in healthcare consultations. European Journal of Marketing, 40(9/10), 1068–1086. https://doi.org/10.1108/03090560610681014
Pansari, A., & Kumar, V. (2017). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294–311. https://doi.org/10.1007/s11747-016-0485-6
Papaioannou, A., Kriemadis, T., Kapetaniou, P., Yfantidou, G., & Kourtesopoulou, A. (2018). Customer oriented strategy and business performance in tourism and hospitality industry. In Innovative Approaches to Tourism and Leisure (pp. 417–432). Springer, Cham. https://doi.org/10.1007/978-3-319-67603-6_32
Pires, G., Stanton, J., & Rita, P. (2006). The internet, consumer empowerment and marketing strategies. European Journal of Marketing, 40(9/10), 936–949. https://doi.org/10.1108/03090560610680943
Pranic, L., & Roehl, W. (2012). Rethinking service recovery: A customer empowerment (CE) perspective. Journal of Business Economics and Management, 13(2), 242–260. https://doi.org/10.3846/16111699.2011.620137
Sarkar, A., & Sreejesh, S. (2014). Examination of the roles played by brand love and jealousy in shaping customer engagement. Journal of Product & Brand Management, 23(1), 24–32. https://doi.org/10.1108/JPBM-05-2013-0315
Shankar, A., Cherrier, H., & Canniford, R. (2006). Consumer empowerment: A Foucauldian interpretation. European Journal of Marketing, 40(9/10), 1013–1030. https://doi.org/10.1108/03090560610680989
Siano, A., Vollero, A., & Palazzo, M. (2011). Exploring the role of online consumer empowerment in reputation building: research questions and hypotheses. Journal of Brand Management, 19(1), 57–71. https://doi.org/10.1057/bm.2011.23
So, K., King, C., Sparks, B., & Wang, Y. (2016). The role of customer engagement in building consumer loyalty to tourism brands. Journal of Travel Research, 55(1), 64–78. https://doi.org/10.1177/0047287514541008
Stacciarini, T. S. G., & Pace, A. E. (2017). Confirmatory factor analysis of the appraisal of self-care agency scale-revised. Revista Latino-Americana de Enfermagem, 25. https://doi.org/10.1590/1518-8345.1378.2856
Taber, K. S. (2018). The use of Cronbach’s Alpha when developing and reporting research instruments in science education. Research in Science Education, 48(6), 1273–1296. https://doi.org/10.1007/s11165-016-9602-2
Tsiotsou, R. (2016). The social aspects of consumption as predictors of consumer loyalty: Online vs. offline services. Journal of Service Management, 27(2), 91–116. https://doi.org/10.1108/JOSM-04-2015-0117
Tsiotsou, R. H. (2013). The role of brand relationships and tribal behavior on brand loyalty. In American Marketing Association Winter Educ Conference Proceedings, 24, 366–374.
Van Doorn, J., Lemon, K., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253–266. https://doi.org/10.1177/1094670510375599
Vivek, S., Beatty, S., & Morgan, R. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 122–146. https://doi.org/10.2753/MTP1069-6679200201
Walliman, N. (2017). Research methods: The basics (2nd ed.). Abingdon, Oxon; New York, NY: Routledge.
Zainudin, M., & Subali, B. (2019). Construct validity of mathematical creativity instrument: first-order and second-order confirmatory factor analysis. International Journal of Instruction, 12(3), 595–614. https://doi.org/10.29333/iji.2019.12336a