Customer_Value_and_Customer_Ro.pdf - Yang Chiang Cheng and...

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Yang, Chiang, Cheng, and Huang 411 Volume 9, Number 4, December 2014 Customer Value and Customer Roles on Social Media: A Travel Agency Case Study Ming-Hsien Yang Department of Information Management Fu Jen Catholic University, Taipei, Taiwan Chang-Tang Chiang & Ya-Yun Cheng Graduate Institute of Business Administration Fu Jen Catholic University, Taipei, Taiwan Chin-Chuan Huang Department of Information Management Ming Chuan University, Taipei, Taiwan ABSTRACT Customer value is created during the processes of pre-purchase, purchase, and after-purchase, during which customers play different roles. This study analyzes customer value by identifying how customer roles influence and shape customer behavior. Traditionally, customer value is discussed as the relationship between a service provider and customers. The emergence of social media facilitates interaction not only between the service provider and customers, but also among online users. This study focuses on the kinds of value customers can earn from their interaction behaviors on social media, using a Taiwanese travel agency as a case study. The study identifies four types of customer roles and six types of customer value and their corresponding relationships as well. The research findings have several theoretical and practical implications. Keywords : Customer value, customer roles, co-creation, social media
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412 Customer Value and Customer Roles on Social Media: A Travel Agency Case Study International Journal of Business and Information 1. INTRODUCTION Just like customer satisfaction and service quality, customer value is considered one of the most significant factors contributing to a firm’s success [Gale, 1994; Parasuraman, 1997; Woodruff, 1997; Zeithaml, 1988; Zeithaml et al., 1996]. In recent decades, these concepts have played a decisive role in service and marketing disciplines. The significance of customer satisfaction and service quality are commonly recognized in service and marketing research. However, whether customer value is one of the factors that affect purchase intention or one of the constructs to measure service effectiveness in these disciplines remain subjects of academic debate [Gallarza et al., 2011]. Researchers viewpoints about customer value have produced distinctive results. For example, some researchers suggest that perceived value is the antecedent of consumption [Hu et al., 2009; Lin and Wang, 2006]; others posit that it is the consequence of consumption [Moliner et al., 2007]; and still others assert that customer value can be one of the moderators between customer satisfaction and loyalty in an online commerce environment [Anderson and Srinivasan, 2003]. These studies, which increase the understanding of the prominent role of customer value for academics and practitioners, methodologically adopted survey methods to inquire into customer’s perceived value. It is important, however, to examine the topic from a customer behavior perspective using a non-survey approach. By leveraging the huge amount of
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