Omnichannel management capabilities in international marketing: the effects of word of mouth on customer engagement and customer equity
Omnichannel management capabilities in international marketing: the effects of word of mouth on customer engagement and customer equity
Purpose: the main purpose of this study is to fill the research gap on how B2B global service firms integrate dynamic capabilities within their omnichannel management to influence positive word of mouth (WOM), customer engagement (CE) and customer equity.
Design/methodology/approach: drawing on the dynamic capability and WOM theories, a model has been developed that defines the subjects of the empirical test. The paper reports on data collected from 312 service-oriented global firms in Australia, through a cross-sectional survey. Data were analyzed using structural equation modeling.
Findings: the findings suggest that content management (i.e. information consistency, source trustworthiness and endorsement) and concerns management (i.e. privacy, security and recovery) capabilities are the two significant antecedents of positive WOM within a B2B omnichannel setting in international marketing. The findings also confirm the key mediating role of CE between positive WOM and customer equity.
Originality/value: the findings extend dynamic capability theory in the context of international marketing by linking WOM, CE and customer equity. The findings add further theoretical rigor by establishing the nomological chain between positive WOM and customer equity, in which CE plays a key mediating role.
Customer Engagement, Customer Equity, International Dynamic Marketing Capabilities, Omnichannel Marketing, Positive WOM, International dynamic marketing capabilities, Customer engagement, Customer equity, Omnichannel marketing
Akter, Shahriar
21577d77-654a-4981-ab5f-b2e7a13ff9b2
Babu, Mujahid Mohiuddin
75d39872-9e3f-4da0-8327-b1577b3e339a
Hossain, Tasnim M. Taufique
01e1541b-9227-418e-982a-58536adfc0e6
Dey, Bidit Lal
b0c454c9-8887-4397-a2cc-5a667d9ff14b
Liu, Hongfei
7d65edcf-20c9-452a-83c2-8b545b12f68c
Singh, Pallavi
4e158510-98be-4363-bdd9-a995995820a0
12 October 2023
Akter, Shahriar
21577d77-654a-4981-ab5f-b2e7a13ff9b2
Babu, Mujahid Mohiuddin
75d39872-9e3f-4da0-8327-b1577b3e339a
Hossain, Tasnim M. Taufique
01e1541b-9227-418e-982a-58536adfc0e6
Dey, Bidit Lal
b0c454c9-8887-4397-a2cc-5a667d9ff14b
Liu, Hongfei
7d65edcf-20c9-452a-83c2-8b545b12f68c
Singh, Pallavi
4e158510-98be-4363-bdd9-a995995820a0
Akter, Shahriar, Babu, Mujahid Mohiuddin, Hossain, Tasnim M. Taufique, Dey, Bidit Lal, Liu, Hongfei and Singh, Pallavi
(2023)
Omnichannel management capabilities in international marketing: the effects of word of mouth on customer engagement and customer equity.
International Marketing Review.
(doi:10.1108/IMR-09-2022-0203).
Abstract
Purpose: the main purpose of this study is to fill the research gap on how B2B global service firms integrate dynamic capabilities within their omnichannel management to influence positive word of mouth (WOM), customer engagement (CE) and customer equity.
Design/methodology/approach: drawing on the dynamic capability and WOM theories, a model has been developed that defines the subjects of the empirical test. The paper reports on data collected from 312 service-oriented global firms in Australia, through a cross-sectional survey. Data were analyzed using structural equation modeling.
Findings: the findings suggest that content management (i.e. information consistency, source trustworthiness and endorsement) and concerns management (i.e. privacy, security and recovery) capabilities are the two significant antecedents of positive WOM within a B2B omnichannel setting in international marketing. The findings also confirm the key mediating role of CE between positive WOM and customer equity.
Originality/value: the findings extend dynamic capability theory in the context of international marketing by linking WOM, CE and customer equity. The findings add further theoretical rigor by establishing the nomological chain between positive WOM and customer equity, in which CE plays a key mediating role.
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Accepted/In Press date: 25 April 2023
Published date: 12 October 2023
Additional Information:
Publisher Copyright:
© 2023, Emerald Publishing Limited.
Keywords:
Customer Engagement, Customer Equity, International Dynamic Marketing Capabilities, Omnichannel Marketing, Positive WOM, International dynamic marketing capabilities, Customer engagement, Customer equity, Omnichannel marketing
Identifiers
Local EPrints ID: 483189
URI: http://eprints.soton.ac.uk/id/eprint/483189
ISSN: 0265-1335
PURE UUID: aad314ea-1273-4a91-af87-18a46befb0bf
Catalogue record
Date deposited: 26 Oct 2023 16:31
Last modified: 18 Mar 2024 03:56
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Contributors
Author:
Shahriar Akter
Author:
Mujahid Mohiuddin Babu
Author:
Tasnim M. Taufique Hossain
Author:
Bidit Lal Dey
Author:
Pallavi Singh
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