| تعداد نشریات | 60 |
| تعداد شمارهها | 2,089 |
| تعداد مقالات | 16,799 |
| تعداد مشاهده مقاله | 46,007,218 |
| تعداد دریافت فایل اصل مقاله | 25,765,069 |
Digital Value Creation by Online Taxi Driving with of Relationship Bonding and Relationship Quality | ||
| International Journal of Digital Content Management | ||
| دوره 5، شماره 8، فروردین 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 | ||
|
Aali, S., & Bafandeh Zendeh, A. (2023). presenting a Model of customer engagement Co-Creation: A dual perspective Co-Creation value for the customer and the company. Journal of Innovation and Value Creation, 21(21), 183. DOI : 20.1001.1.27170454.1401.11.21.3.5
Aali, S., Ibrahimi, A., & Aslanpour Alamdari, N. (2019). Analysis of Customer Engagement in Creating Value at Different Stages of the Relationship Life Cycle. Journal of Business Management, 11(1), 105-124. doi: 10.22059/jibm.2018.259010.3072
Aali, S., Ibrahimi, A., Mirabi, V. R., & Zare, S. (2020). Modeling the effectiveness of investment strategies in customer relations in the banking industry with emphasis on customer relationship orientation. Journal of Strategic Management Studies, 11(41), 199-216. doi:20.1001.1.22286853.1399.11.41.12.1
Alshurideh, M. T., Al Kurdi, B., Almomani, H., Obeidat, Z. M., & Masa’deh, R. E. (2023). Antecedents and consequences of relationship quality in pharmaceutical industries: A structural equation modelling approach. Plos one, 18(1), e0279824. DOI: 10.1371/journal.pone.0279824.
Balci, G., Caliskan, A., & Yuen, K. F. (2019). Relational bonding strategies, customer satisfaction, and loyalty in the container shipping market. International Journal of Physical Distribution & Logistics Management, 49(8), 816-838. DOI: 10.1108/IJPDLM-02-2019-0051.
Bowden, J. L. H. (2009). The process of customer engagement: A conceptual framework. Journal of marketing theory and practice, 17(1), 63-74.
Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of service research, 14(3), 252-271.DOI: 10.1177/1094670511411703.
Brown, J. R., Crosno, J. L., & Tong, P. Y. (2019). Is the theory of trust and commitment in marketing relationships incomplete?. Industrial Marketing Management, 77, 155-169. DOI: 10.1016/ j.indmarman.2018.10.005.
Chang, H. H., & Lu, L. C. (2019). Actively persuading consumers to enact ethical behaviors in retailing: The influence of relational benefits and corporate associates. Journal of Business Ethics, 156, 399-416. DOI: 10.1007/s10551-017-3595-2.
Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. DOI: 10.2307/3150980.
Grandinetti, R., Ciasullo, M. V., Paiola, M., & Schiavone, F. (2020). Fourth industrial revolution, digital servitization and relationship quality in Italian B2B manufacturing firms. An exploratory study. The TQM Journal, 32(4), 647-671. DOI: 10.1108/TQM-01-2020-0006.
Hollebeek, L. D., Srivastava, R. K., & Chen, T. (2019). SD logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM. Journal of the Academy of Marketing Science, 47, 161-185. DOI: 10.1007/s11747-016-0494-5.
Itani, O. S., Kassar, A. N., & Loureiro, S. M. C. (2019). Value get, value give: The relationships among perceived value, relationship quality, customer engagement, and value consciousness. International Journal of Hospitality Management, 80, 78-90. DOI: 10.1016/j.ijhm.2019.01.014.
Jadil, Y., Rana, N. P., & Dwivedi, Y. K. (2022). Understanding the drivers of online trust and intention to buy on a website: An emerging market perspective. International Journal of Information Management Data Insights, 2(1), 100065. DOI: 10.1016/j.jjimei.2022.100065.
Jones, T., Fox, G. L., Taylor, S. F., & Fabrigar, L. R. (2010). Service customer commitment and response. Journal of Services Marketing, 24(1), 16-28. DOI: 10.1108/08876041011017862.
Khan, I., Hollebeek, L. D., Fatma, M., Islam, J. U., Rather, R. A., Shahid, S., & Sigurdsson, V. (2023). Mobile app vs. desktop browser platforms: The relationships among customer engagement, experience, relationship quality and loyalty intention. Journal of Marketing Management, 39(3-4), 275-297. DOI: 10.1080/ 0267257X.2022.2106290
Klein, J. L. (2005). Statistical visions in time. Cambridge Books.
Kumar, V., & Pansari, A. (2016). Competitive advantage through engagement. Journal of marketing research, 53(4), 497-514. DOI: 10.1509/jmr.15.0044.
Kumar, V., Rajan, B., Gupta, S., & Pozza, I. D. (2019). Customer engagement in service. Journal of the Academy of Marketing Science, 47, 138-160. DOI: 10.1007/s11747-017-0565-2.
Lim, W. M., Rasul, T., Kumar, S., & Ala, M. (2022). Past, present, and future of customer engagement. Journal of Business Research, 140, 439-458. DOI: 10.1016/j.jbusres.2021.11.014
Lin, N. P., Weng, J. C., & Hsieh, Y. C. (2003). Relational bonds and customer's trust and commitment-A study on the moderating effects of web site usage. Service Industries Journal, 23(3), 103-124.https://doi.org/10.1080/714005111
Maldonado-Chaparro, A. A., Forstmeier, W., & Farine, D. R. (2021). Relationship quality underpins pair bond formation and subsequent reproductive performance. Animal Behaviour, 182, 43-58. DOI: 10.1016/j.anbehav.2021.09.009
Mangus, S. M., Jones, E., Folse, J. A. G., & Sridhar, S. (2020). The interplay between business and personal trust on relationship performance in conditions of market turbulence. Journal of the Academy of marketing science, 48, 1138-1155. DOI: 10.1007/s11747-020-00722-6.
Mousakhani, S., Aali, S., Sanoubar, N., & Iranzadeh, S. (2022). The Impact of Online Relationship Quality on Customer Engagement in the Relationship Life Cycle in Online Business. Commercial Surveys, 20(112), 103-124. DOI: 10.22034/bs.2022.247029
Nadaf, M., Darzian Azizi, A., & Tirandaz, S. (2018). Studying the mediating role of relationship quality dimensions between service personalization and customer gratitude impact on brand equity (Case study: Irancell Company). Journal of Business Management, 10(1), 207-228. DOI: 10.22059/jibm.2017.232326.2586
Nadeem, W., Juntunen, M., Shirazi, F., & Hajli, N. (2020). Consumers’ value co-creation in sharing economy: The role of social support, consumers’ ethical perceptions and relationship quality. Technological Forecasting and Social Change, 151, 119786. DOI: 10.1016/j.techfore.2019.119786.
Ng, S. C., Sweeney, J. C., & Plewa, C. (2020). Customer engagement: A systematic review and future research priorities. Australasian Marketing Journal, 28(4), 235-252. DOI: 10.1016/j.ausmj.2020.05.004
Ng, S., David, M. E., & Dagger, T. S. (2011). Generating positive word‐of‐mouth in the service experience. Managing Service Quality: An International Journal, 21(2), 133-151. DOI: 10.1108/ 09604521111113438
Palmatier, R. W., & Steinhoff, L. (2019). Relationship marketing in the digital age. Routledge.
Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors influencing the effectiveness of relationship marketing: A meta-analysis. Journal of marketing, 70(4), 136-153. https://doi.org/10.1509/jmkg.70.4.136
Pansari, A., & Kumar, V. (2017). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45, 294-311. DOI: 10.1509/jmkg.70.4.136.
Prayag, G., & Ryan, C. (2012). Antecedents of tourists’ loyalty to Mauritius: The role and influence of destination image, place attachment, personal involvement, and satisfaction. Journal of travel research, 51(3), 342-356.DOI: 10.1177/0047287511410321.
Rafiq, M., Lu, X., & Fulford, H. (2012). Measuring Internet retail service quality using ES-QUAL. Journal of Marketing Management, 28(9-10), 1159-1173. DOI:10.1080/0267257X.2011.621441.
Raimondo, M. A., " Nino" Miceli, G., & Costabile, M. (2008). How relationship age moderates loyalty formation: The increasing effect of relational equity on customer loyalty. Journal of Service Research, 11(2), 142-160. DOI: 10.1177/1094670508324678
Sanzo, M. J., Santos, M. L., Vázquez, R., & Álvarez, L. I. (2003). The effect of market orientation on buyer–seller relationship satisfaction. Industrial Marketing Management, 32(4), 327-345. DOI: 10.1016/S0019-8501(01)00200-0.
Shamdasani, P. N., & Balakrishnan, A. A. (2000). Determinants of relationship quality and loyalty in personalized services. Asia Pacific Journal of Management, 17, 399-422. DOI: 10.1023/A:1015834214570. ,
Sin, L. Y., Alan, C. B., Yau, O. H., Lee, J. S., & Chow, R. (2002). The effect of relationship marketing orientation on business performance in a service‐oriented economy. Journal of Services marketing, 16(7), 656-676. DOI: 10.1108/08876040210447360.
Soni, P. (2020). Revisiting the role of relationship benefits in online retail. Marketing Intelligence & Planning, 38(6), 745-759. DOI: 10.1108/MIP-03-2019-0186.
Sota, S., Chaudhry, H., & Srivastava, M. K. (2020). Customer relationship management research in hospitality industry: a review and classification. Journal of Hospitality Marketing & Management, 29(1), 39-64. DOI: 10.1080/19368623.2019.1595255
Tolstoy, D., Nordman, E. R., & Vu, U. (2022). The indirect effect of online marketing capabilities on the international performance of e-commerce SMEs. International Business Review, 31(3), 101946. DOI: 10.1016/j.ibusrev.2021.101946
Wahyuni, I., Jasfar, F., Kristaung, R., & Warsindah, L. (2022). The Role of Customer Bonding as a Customer Trust Mediator and Service Performance on SMEs Performance. Journal of Economics, Management and Trade, 28(5), 1-14.DOI: 10.9734/jemt/2022/v28i530407.
Wang, W. T., Lin, Y. L., & Chen, T. J. (2023). Exploring the effects of relationship quality and c-commerce behavior on firms' dynamic capability and c-commerce performance in the supply chain management context. Decision Support Systems, 164, 113865. DOI: 10.1016/j.dss.2022.113865.
Yi, H. T., Yeo, C., Amenuvor, F. E., & Boateng, H. (2021). Examining the relationship between customer bonding, customer participation, and customer satisfaction. Journal of Retailing and Consumer Services, 62, 102598. DOI: 10.1016/j.jretconser.2021.102598
Zagidullin, M., Aziz, N., & Kozhakhmet, S. (2021). Government policies and attitudes to social media use among users in Turkey: The role of awareness of policies, political involvement, online trust, and party identification. Technology in Society, 67, 101708. DOI: 10.1016/j.techsoc.2021.101708
Zhang, J. Z., Watson Iv, G. F., Palmatier, R. W., & Dant, R. P. (2016). Dynamic relationship marketing. Journal of marketing, 80(5), 53-75. https://doi.org/10.1509/jm.15.0066
Zhang, R., Li, G., Wang, Z., & Wang, H. (2016). Relationship value based on customer equity influences on online group-buying customer loyalty. Journal of Business Research, 69(9), 3820-3826. DOI: 10.1016/j.jbusres.2015.12.074 | ||
|
آمار تعداد مشاهده مقاله: 699 تعداد دریافت فایل اصل مقاله: 283 |
||