spot_img
spot_img
spot_img
HomeInsightsCustomer advocates with a generous heart

Customer advocates with a generous heart

Purpose
Despite the fact that prosocial motivation is related to word of mouth (WOM), few studies have been conducted to investigate the psychological and behavioral processes that mediate the two constructs. This study aims to explore customers’ relational interactions, specifically customer-to-employee interaction (via customer participation), customer-to-customer interaction and customer-to-brand interaction (via brand commitment), as mediators of the prosocial motivation–WOM linkage. Specifically, this paper examines the serial mediation model, in which prosocial motivation increases customer participation and customer-to-customer interaction, which in turn increase brand commitment and WOM sequentially.

Design/methodology/approach
This study collected survey data from two different samples, including higher degree research education and fitness gym services (highly interactive, people-processing service contexts), and used partial least square method to analyze the multiple serial mediations.

Findings
The results of this study show two serial mediating processes through which prosocial motivation influences WOM: 1. prosocial motivation → customer participation → brand commitment → WOM; and 2. prosocial motivation → customer-to-customer interaction → brand commitment → WOM.

Practical implications
The findings provide managerial insights into how marketers can foster a more interactive service environment to encourage prosocial customers to engage in WOM more effectively.

Originality/value
This study contributes to the literature on services WOM by illustrating the behavioral and psychological processes that underlie the effect of prosocial motivation on WOM.

Download PDF: Customer advocates with a generous heart

RELATED ARTICLES

Weather

Australia
clear sky
39.6 ° C
39.6 °
39.6 °
9 %
6.2kmh
7 %
Sat
42 °
Sun
42 °
Mon
31 °
Tue
31 °
Wed
29 °

CALENDAR

LATEST NEWS

Pháo bông

Quán tính

Bắt đầu

Biểu hiện

spot_img

About Me

Quick Links

Stay connected

16,985FansLike
2,458FollowersFollow
61,453SubscribersSubscribe