The article aims to study the impact of consumer empowerment on customer engagement behaviours (CEBs) and their effect on customer value in the FinTech industry of India. A cross-sectional analytical study was carried out to collect data from 380 Indian FinTech app users using a survey...

In this paper we bring together two worlds that are usually strictly separated in research: leadership and customers. Until now leadership research has concentrated particularly on internal organizational processes, whereas customers were analyzed preferably in the context of marketing and...

Firms conduct customer surveys to gather their customers' voice in order to fully understand their perceptions, judgments, attitudes, intentions, and behaviors. Among firms, the practice of surveying customers is widespread. However, if conducted incorrectly, surveys can lead to significant...

The intent of this study is to investigate the relationship between co-creation experience and two-dimensional (attitudinal and behavioral) brand loyalty and to validate the six dimensional co-creation experience scale in the hotel and restaurant services business settings. The analysis is done...

The concept of the marketing in services mix and seven P's have been important paradigms in marketing ecology for many companies. Marketers must realize its utility in the marketing of goods and services. The globalization of business and the growing appreciation towards the importance of...

The use of social media environments that enable consumers to engage with a brand publically is of increasing interest to marketers. In particular, contests in which consumers create user-generate content (UGC) offer the potential of actively engaging consumers with a brand and thereby directly...