The emergence of social media technologies have drastically changed the face of customer relationship management (CRM), hence firms are incorporating social media technologies in their existing CRM systems which has led to the evolution of social CRM. This article extends capability-based...

Purpose: The purpose of this paper is to examine the influence of perceived CSR and its influence on customer satisfaction and loyalty in the hotel industry. Design/methodology/approach: Personal surveys of hotel guests were carried out in three metropolitan cities of India. The survey resulted...

Purpose: The purpose of this paper is to examine the impact of perceived social media marketing activities (SMMAs) on customer loyalty via customer equity drivers (CEDs) in an e-commerce context. Design/methodology/approach: The study surveyed 371 students from a large university in India. The...

Purpose: With increased competition in service sector due to dynamic nature of customers’ taste and preferences, service providers have realized the importance of co-creating with customers across various stages of new service development. Co-creating with customers require a focused...

Purpose: The purpose of this paper is to examine how banks’ level of corporate social responsibility (CSR) engagement influences consumers’ electronic word-of-mouth (eWOM) on Facebook. Furthermore, this study examines the mediating role of consumer identification with a company (C-C...

Purpose: The purpose of this study is to assess the mediating role of brand trust and commitment in the relationship of brand engagement and brand experience with brand loyalty in the online service context. Design/methodology/approach: To achieve the study’s objective, 414 users of virtual...

Purpose: This paper aims to investigate how banking websites can activate customer engagement (CE) to consequently enhance customer trust and retention. Design/methodology/approach: Using an online survey, data were collected from 598 customers of various (public and private) banks in India....

Purpose: This study aims to identify the influence of perceived corporate social responsibility (PCSR) on consumer brand commitment in ridesharing services. Design/methodology/approach: PCSR is a second-order construct reflecting three dimensions – economic, environment and ethics. A total of...

Purpose: The purpose of this paper is to examine how consumer-brand relationships affect brand loyalty and word of mouth when mediated by brand trust considering online brand communities on social media platforms. Design/methodology/approach: A conceptual model is developed, depicting the...