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Digital Value Creation by Online Taxi Driving with of Relationship Bonding and Relationship Quality | ||
| Journal of Digital Content Management | ||
| دوره 5، شماره 8، 2024، صفحه 79-102 اصل مقاله (1.29 M) | ||
| نوع مقاله: Original Article | ||
| شناسه دیجیتال (DOI): 10.22054/dcm.2023.73154.1197 | ||
| نویسندگان | ||
| Sadegh Moosakhani1؛ Samad Aali* 2؛ Naser Sanoubar3؛ Soleyman Iranzadeh4 | ||
| 1Ph.D. Candidate, Department of Business Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran | ||
| 2Associate Professor, Department of Business Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran | ||
| 3Associate Professor, Faculty of Economics and Management, University of Tabriz. Tabriz, Iran | ||
| 4Professor, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran | ||
| چکیده | ||
| Purpose: This study extends the current understanding of customer engagement by examining the impact of relationship bonding and relationship quality on customer engagement in value creation for online taxis. Method: A quantitative research design was used to validate the hypotheses proposed in this research. Customer engagement has become an important metric for measuring the quality of relationships between brands and their customers. Despite this, there has been limited research into how relationship bonds affect the effectiveness of building such a relationship in online taxi services. A survey was conducted using the convenience method among 600 users of online transportation services in the city of Urmia, Iran to test the theoretical model. Structural equation modelling in software Amos 23 were used in this study to test the research hypotheses. Findings: Findings showed that relationship bonding (financial, social, and structural) positively affects the quality of online relationships. Moreover, it was found that the quality of online relationships had a positive impact on all four aspects of customer engagement value (lifetime value, influence value, customer knowledge value, and customer referral value). Conclusion: In order to demonstrate the promotion of customer engagement through relationship bonds and online relationship quality, the study adds new data to the literature on online taxis services. Online taxi services are able to offer open innovation structures to help them increase customer engagement, gather innovative ideas and integrate them into their operations. In this regard, in order to enrich ideas, customers who have successfully come up with new ideas should be rewarded. | ||
| کلیدواژهها | ||
| Digital Value Creation؛ Online Taxi Services؛ Relationship Bonding؛ Relationship Quality | ||
| مراجع | ||
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