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How do customers’ SNS participation activities impact on customer equity drivers and customer loyalty? Focus on the SNS services of a global SPA brand

고은주|Heeju Chae|Jinghe Han
한국마케팅과학회 (Korean Scholars of Marketing Science)|2015.03|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제25권 제2호|pp. 122-141|DOI http://dx.doi.org/10.1080/21639159.2015.1012809

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키워드

SNS (Social Networking Service)customer loyalty客户忠诚度customer SNS participation activitiescustomer equity driversglobal SPA brands顾客SNS参与活动顾客资产驱动因素SNS（社交网络服务）全球 SPA品牌
주제분류경영학

초록

As SNS services develop, consumer participation becomes more important in theprocess of service production and delivery, especially in the service marketing field. Consumer participation contributes to increases in companies’ productivity and servicequality. Therefore, the roles played by consumers include co-producer or co-operatorof products or services, as well as contributor to increased quality of product,satisfaction and values. In addition to using SNS to share their opinions, thoughts andexperiences, consumers have taken a step further, also using SNS to sell and buyproducts and to share promotions and reviews about the products. Therefore, thepurpose of this study is to define constructs of customers’ SNS participation activitiesin global SPA brands. Measurement items were extracted from previous studies andfrom in-depth interviews. The study examines the effects of customers’ SNSparticipation activities on customer equity drivers . value equity, brand equity andrelationship equity . in global SPA brands. Data are analyzed by factor analysis,frequency analysis, correlation and structural equation modeling using SPSS 18.0 andAMOS 18.0. The results of this study are as follows: first, there are six constructs ofcustomers’ SNS participation activities . request, e-WOM, helping, cooperation, newmedia seeking and sharing. Second, there are two constructs of customers’ SNSparticipation activities . e-WOM and cooperation that have a positive influence onvalue equity and brand equity. E-WOM, especially, also affects relationship equity. Third, customer equity drivers have an impact on customer loyalty. This study providesevidence of difference between customer participation activities in offline and onlinecircumstances. Moreover, it shows how customers’ SNS participation activities havepowerful effects on drivers of customer equity drivers and customer loyalty. This study,therefore, suggests the important role of customers’ SNS participation activities inincreasing customer equity toward fashion brand industries.

Abstract

As SNS services develop, consumer participation becomes more important in theprocess of service production and delivery, especially in the service marketing field. Consumer participation contributes to increases in companies’ productivity and servicequality. Therefore, the roles played by consumers include co-producer or co-operatorof products or services, as well as contributor to increased quality of product,satisfaction and values. In addition to using SNS to share their opinions, thoughts andexperiences, consumers have taken a step further, also using SNS to sell and buyproducts and to share promotions and reviews about the products. Therefore, thepurpose of this study is to define constructs of customers’ SNS participation activitiesin global SPA brands. Measurement items were extracted from previous studies andfrom in-depth interviews. The study examines the effects of customers’ SNSparticipation activities on customer equity drivers . value equity, brand equity andrelationship equity . in global SPA brands. Data are analyzed by factor analysis,frequency analysis, correlation and structural equation modeling using SPSS 18.0 andAMOS 18.0. The results of this study are as follows: first, there are six constructs ofcustomers’ SNS participation activities . request, e-WOM, helping, cooperation, newmedia seeking and sharing. Second, there are two constructs of customers’ SNSparticipation activities . e-WOM and cooperation that have a positive influence onvalue equity and brand equity. E-WOM, especially, also affects relationship equity. Third, customer equity drivers have an impact on customer loyalty. This study providesevidence of difference between customer participation activities in offline and onlinecircumstances. Moreover, it shows how customers’ SNS participation activities havepowerful effects on drivers of customer equity drivers and customer loyalty. This study,therefore, suggests the important role of customers’ SNS participation activities inincreasing customer equity toward fashion brand industries.

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