Customer Psychological Empowerment as a Critical Source of Customer Engagement

Caroline Morrongiello, Gilles N'Goala and Dominique Kreziak
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Caroline Morrongiello: IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc
Gilles N'Goala: MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier
Dominique Kreziak: IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc

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Abstract: Interpersonal influence today includes an extension in cyberspace in the form of e–word-of-mouth (eWOM), thereby transforming customers into information producers. Companies nonetheless continue to experience difficulty in encouraging customers to engage online respecting company brands or to participate in co-creating value and promoting company products via the Web. This research examines how customer psychological empowerment, namely the extent to which customers feel that they exert power in the marketplace, potentially enhances brand engagement. Using structural equation modeling, each of a qualitative and quantitative study has been conducted at a French ski resort (N = 753). Findings demonstrate that customers engage for three reasons: belief that they can help companies without resorting to the venting of negative feelings (punishment), brand attachment, and reciprocity based on the perceived sincerity of online comments penned by other customers.

Keywords: Customer psychological empowerment; customer engagement; e-reputation; online platform; tourism (search for similar items in EconPapers)
Date: 2017
New Economics Papers: this item is included in nep-mkt
Note: View the original document on HAL open archive server: https://univ-smb.hal.science/hal-01591617v1
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Citations: View citations in EconPapers (6)

Published in International Studies of Management and Organization, 2017, 47 (1), pp.61-87. ⟨10.1080/00208825.2017.1241089⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01591617

DOI: 10.1080/00208825.2017.1241089

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