跨文化维度对顾客参与行为表现的影响

IF 4.9 2区 管理学 Q1 BUSINESS Journal of International Marketing Pub Date : 2022-09-20 DOI:10.1177/1069031X221130690
C. Connell, R. Marciniak, Lindsey Carey
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引用次数: 0

摘要

今天的技术使客户能够即时进入全球市场,这导致公司面临来自世界各地的激烈竞争。因此,客户参与已成为一种重要的营销策略,十多年来一直受到学术界和专业人士的高度关注。然而,尽管如此,在跨文化背景下考虑客户参与的研究却很少。这项探索性研究提供了经验澄清,即国家层面的文化是否会影响参与品牌的客户所表现出的特定客户参与行为的表现。根据Hofstede的六个文化维度,对客户参与行为进行了概念化,一项针对在线品牌社区的网络图研究表明,虽然民族文化对参与客户的行为没有影响,但与品牌相关的文化会影响。这些发现为未来的学术研究奠定了基础,并为管理者提供了培养和培育鼓励客户参与的品牌文化的机会。
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The Effect of Cross-Cultural Dimensions on the Manifestation of Customer Engagement Behaviors
Today's technology-enabled customer with instant access to a global marketplace has led to firms facing intense competition from around the world. As a result, customer engagement has emerged as an important marketing strategy and for more than a decade has fueled intense attention from academe and professionals. However, despite this focus, there is a paucity of research considering customer engagement in a cross-cultural context. This exploratory study provides empirical clarification as to whether culture at a national level impacts the manifestation of specific customer engagement behaviors exhibited by customers engaged with a brand. A conceptualization of customer engagement behaviors according to Hofstede's six dimensions of culture is presented, and a netnographic study focusing on an online brand community reveals that while national culture exerts no impact on the behaviors of engaged customers, the culture associated with a brand does. These findings serve as a foundation for future academic inquiry and present the opportunity for managers to foster and nurture a brand culture that encourages customer engagement.
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来源期刊
CiteScore
8.70
自引率
17.20%
发文量
28
期刊介绍: As the globalization of markets continues at a rapid pace, business practitioners and educators alike face the challenge of staying current with the developments. Marketing managers require a source of new information and insights on international business events. International marketing educators require a forum for disseminating their thoughts and research findings. Journal of International Marketing(JIM) is an international, peer-reviewed journal dedicated to advancing international marketing practice, research, and theory. Contributions addressing any aspect of international marketing management are published each quarter.
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