عنوان انگلیسی مقاله:

Effect of social support on customer satisfaction and citizenship behavior in online brand communities:The moderating role of support source

ترجمه عنوان مقاله: تأثیر حمایت اجتماعی بر رضایت مشتری و رفتار شهروندی در جوامع برند آنلاین: نقش تعدیل کننده منبع پشتیبانی

رشته: مدیریت بازاریابی

سال انتشار: 2016

تعداد صفحات مقاله انگلیسی: 7 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Customers often join online brand communities to seek support from others when they encounter product problems. Some customers who receive good social support exhibit customer citizenship behavior. This study develops a theoretical model to investigate how social support influences customer citizenship behavior through customer satisfaction with firms in online brand communities. Moreover, the moderating role of support source (i.e., firms vs. other customers) is measured. The research model is tested by using the Partial Least Squares technique. The results show that informational and emotional support significantly affects the customer citizenship behavior of providing feedback to the firm, recommendations, and helping other customers through customer satisfaction in online brand communities. Moreover, informational and emotional support from firms and other customers exert different effects on customer satisfaction.

Keywords: Online brand community, Social support, Informational support, Emotional support, Customer satisfaction, Customer citizenship behavior

مقدمه مقاله

In the past, customers talked about products mainly with acquaintances and shop assistants. The scope of communication was limited by time and place (Wu et al., 2015) and was small for customers. The development of social media technology has brought huge changes. Today’s consumers can freely talk about products with acquaintances at a distance and like-minded strangers with common product interests in online brand communities. Online brand communities, which provide venues for customers to talk about products, have undergone a recent unprecedented development (Jung et al., 2014; Ho, 2015).

Customers often join online brand communities to seek support from others when they encounter product problems (Johnson and Lowe, 2015). Some customers who receive good social support xhibit pro-social actions, such as assisting other members in trouble, giving valuable feedback about shopping experience to the firm, and recommending the product to others. Groth (2005) called the voluntary and discretionary pro-social actions as customer citizenship behavior (CCB). Previous studies have proven that customers exhibit CCB after other customers give them social emotional and instrumental support in a service establishment (Rosenbaum and Massiah, 2007). Social support is a context specific construct (Trepte et al., 2015). The pressure from social presence in online brand communities is low, and instrumental support from others is scanty because of the virtuality and anonymity of the network society. How social support in fluences CCB in online brand communities may differ from that in traditional service organizations. However, how social support precisely influences CCB in online brand communities remains unclear. Moreover, customers can obtain social support both from firms and other customers in online brand communities because of the openness of the network society. Firms and other customers are different support sources. Social support is a multi-dimensional construct (Chiu et al., 2015). Different kinds of social support from different sources exert different in fluences on people (Mendonca and De Farias Junior, 2015). However, the different in fluences of different social supports on CCB of firms and other customers in online brand communities are not well understood.

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