Engagement, satisfaction and customer behavior-based CRM performance

The aim of this paper is to evaluate the use of mobile instant messaging (MIM) apps from the perspective of the user. The objective is to verify what is the perceived usefulness, perceived value of use and usability of this new channel of communication utilized with customers and to verify if there are premises for considering instant messaging services as a new platform for customer engagement. Drawing from the Technology Acceptance Model, this study tests the consumers’ perception of the use of mobile services with organizations. Data was made available for analysis from an online survey of 470 respondents. Results show that customers see MIM apps as an effective tool for customer care. Moreover, interaction through MIM apps adds value to the customer-brand relationship. MIM apps used as support to the relationship with customers can contribute to customer care, revealing it to be an excellent marketing tool in support of the customer journey. This research extends the understanding of customer engagement in the ambit of the instant messaging application used for business that so far has not been investigated. This work shows how instant messaging can optimize the benefits deriving from the adoption of disruptive innovations.

Ability to engage customers is crucial for highly competitive market of mobile applications. Notwithstanding, there is no consensus in scientific literature regarding the determinants of customer engagement in mobile applications. Thus, the aim of this research is to reveal factors driving customer engagement in mobile applications. Theoretical studies on customer engagement in mobile applications and its characteristics are based on comparative and systematic analysis of scientific literature. Empirical research is performed by applying quantitative research – survey. Results of empirical research confirm all three customer engagement dimensions in using mobile applications: emotional, cognitive, and behavioural. Results of regression analysis reveal that customer sociability and technical convenience are the most important factors when considering customer engagement in mobile applications, while customer satisfaction and hedonic factors were insignificant. The manuscript provides some useful practical implications for developers how to increase customer engagement in mobile applications.DOI: http://dx.doi.org/10.5755/j01.ee.27.2.14030

This study explores the strategies used by English as a foreign language (EFL) primary school teachers to promote engagement among young learners in the classroom and examines how these strategies manifest across the behavioral, emotional, cognitive, and social dimensions of learner engagement. Six EFL teachers from five primary schools in the South of Vietnam participated in this study. Data were collected through multiple qualitative methods, including classroom observations (two 35–40-minute full-length lesson videos per teacher), field notes, stimulated recall sessions, and semi-structured interviews. Thematic analysis was conducted to identify recurring patterns in teacher practices aimed at promoting engagement. This process involved systematic coding of the data using an inductive approach. Triangulation of multiple data sources revealed a wide range of strategies employed by teachers to enhance different aspects of engagement among young EFL learners, with a predominant focus on the behavioral and emotional dimensions and comparatively less attention to cognitive and social dimensions. These results provide insights into the practices of teachers in engaging young learners in primary school classrooms and highlight the need for a balanced use of strategies across all dimensions of engagement. The findings suggest that teacher training programs should emphasize the importance of addressing all dimensions of learner engagement, encouraging a more comprehensive approach to fostering engagement in the classroom.

E-hailing has become an increasingly popular mode of transportation in Southeast Asia, with GrabCar being one of the leading platforms offering convenient and affordable mobility solutions. This study aims to investigate the factors influencing customer experience and satisfaction in using GrabCar services. The independent variables include perceived ease of use, perceived fare, perceived trust, perceived risk, and perceived convenience, with customer experience serving as a mediating variable and customer satisfaction as the dependent variable. A quantitative method was applied through a structured questionnaire distributed to 150 respondents from Malaysia, Indonesia, and India, and the data were analyzed using SPSS. The regression results show that customer experience is significantly influenced by perceived ease of use (β = 0.221, p < 0.001), perceived fare (β = 0.174, p < 0.01), and perceived risk (β = 0.423, p < 0.001), while customer satisfaction is affected by perceived fare (β = 0.341, p < 0.001), perceived convenience (β = 0.251, p < 0.001), and customer experience (β = 0.407, p < 0.001). GrabCar should prioritize fair pricing, user-friendly design, safety, and convenience to enhance experience and satisfaction.

This study aims to study the effect of customer experience and value on customer loyalty and satisfaction in B2B industry which researchers limitedly discussed. The organization needs to implement customer experience management to create value for customers' purchase intention and win the market competition. One essential key to maintaining customer loyalty is good customer experience management. The elements of customer experience management consist of customer experience, customer value, and purchase intention. The research is cross-sectional quantitative research. An online survey using Google Form was carried out using the purposive sampling technique in 2021 and obtained 85 valid respondents who are corporate customers of a food and beverage manufacturing company located in Tangerang. Respondents were asked 23 closed ended on five scales Likert: strongly disagree to strongly agree. Data were analyzed using PLS-SEM (Partial Least Square – Structural Equation Model. The result shows that customer experience significantly affects customer value, loyalty, and satisfaction. Customer value significantly affects customer loyalty but is not significant to customer satisfaction. 
 Customer experience involves the customer's response to the customer's journey. However, the nature of customer experience is quite complicated; therefore, measurement of customer satisfaction and customer loyalty is used more often. Customer value is related to the company’s product excellence, which has a long-term effect resulting in customer loyalty. Therefore, organizations need to focus on building customer experience management and long-term customer value.

Mobile Instant Messaging (MIM) or Instant Messaging (IM) via various web-based applications like WeChat, Viber, WhatsApp (WA) and Snapchat have gained much attention. It allows mobile phone users to access instant messaging services right from their smartphones. Despite various general publications indicating the advantages of mobile business, ranging from the start-up cost, flexibility, mobility up to inventory, the MIM’s application via mobile businesses are still scarce. The aim of this study was to examine the realm of MIM usage as a platform for mobile business among undergraduates in Malaysia by examining the uses of MIM for mobile business and to identify the perceived advantages of MIM as a platform for mobile business. An online questionnaire was designed and randomly distributed among identified undergraduates who have actively engaged in mobile business. The results show that MIM is frequently used to advertise and sell products most needed by undergraduates. Among the perceived advantages of MIM as a platform for mobile business is its cost effectiveness. In addition, undergraduates can easily and conveniently start-up mobile businesses and generate income simply via a mobile device and a mobile number as it is indeed preferable for reaching a general audience. Keywords: mobile business, instant messaging, perceived advantages, undergraduate

Anisa Mulyasa Insani, The Effect of Brand Trust and Customer Experience on Customer Satisfaction and Customer Loyalty at Samarinda Medika Citra Hospital in Samarinda. Supervised by Mrs Dr. Tetra Hidayati, SE., M.S i and Mrs. Dr. Saida Zainnurossalamia, SE., M.S i. Th e purpose of this study was to find out about T he E ffect of B rand T rust and C ustomer E xperience on C ustomer S atisfaction and C ustomer L oyalty at Samarinda Medika Citra Hospital in Samarinda. This research is a quantitative research . The population in this study is the entire community in the city of Samarinda and have used services at the Samarinda Medika Citra hospital. The sample used in this study amounted to 90 respondents and using accidental sampling technique. The data analysis technique used is path analysis. In this study, the data used are primary and secondary data. The primary data collection method is carried out by a survey method with a questionnaire that distributed directly using Google Form, the primary data processing in this study used SPSS version 20 assistance program. The results of this study indicate that : (1) The relationship of Brand Trust has a positive and significant influence on Customer Satisfaction (2) Customer Experience has a positive and significant influence on Customer Satisfaction (3) Customer Satisfaction has a positive and significant influence on Customer Loyalty (4) Brand Trust has a positive and significant influence significant to Customer Loyalty (5) Customer Experience has a positive and significant influence on Customer Loyalty.

Internet technology has shifted the market paradigm from conventional marketing to online marketing. Online marketing, with various facilities that make shopping easier for consumers, has changed consumers' behavior and lifestyle. When buying online, consumers cannot physically touch and feel the products offered; therefore, consumer experience, trust, and brand image play an essential role. This study examines strategies for increasing customer loyalty through the customer experience, trust, brand image, and satisfaction. In addition, this study also investigates customer satisfaction as a mediating variable. The sampling techniques employed were purposive sampling and snowball sampling methods. The research design used a cross-sectional survey. The study shows that customer experience, trust, and brand image influence customer satisfaction. Customer experience, brand image, and customer satisfaction affect loyalty, while trust does not. Customer satisfaction is proven to mediate the influence of customer experience, trust, and brand image on loyalty.

The purpose of this research is to investigate factors affecting users’ continuance intention in the context of mobile instant messaging (IM). Drawing upon the social cognitive perspective, the study builds a theoretical model to illustrate the relationships between perceived user base, habit, resistance to change and continuance intention. An empirical study is conducted to test the research model by surveying Chinese mobile IM users. The results show that habit and resistance to change both play important roles in intention to continue use of mobile IM. More specifically, resistance to change is found to have the largest effect on continuance intention. The results also show that habit directly and indirectly affects continuance intention through resistance to change. In addition, perceived user base has a significant effect on continuance intention. Extant information system (IS) continuance research has mainly focused on contexts other than mobile IM. Furthermore, prior IM-related studies have tended to focus more on investigation of factors affecting IM usage behavior and have paid less attention to user continuance of mobile IM services. This current study attempts to address this research gap. Specifically, the study proposes a model that integrates factors such as resistance to change, habit, perceived user base, and continuance intention in the context of mobile IM services. In addition, the study empirically demonstrates the effects of resistance to change and habit on continuance intention, as well as the influence of habit on resistance to change.

Though prior studies have explored the effects of firms' social media marketing activities on customer engagement, the dynamics characterizing this association in bottom‐of‐the‐pyramid (BoP) markets remain tenuous, exposing a critical gap. Addressing this gap, we develop and test a model assessing (a) the effects of firms' sustainable social media marketing activities (SSMMAs) on BoP customers' engagement, satisfaction, and subjective well‐being, and (b) the moderating role of environmental consciousness and customer empowerment. A self‐administered survey with 414 BoP customers was conducted, with the data being analyzed using partial least squares structural equation modeling (PLS‐SEM). The results reveal that SSMMAs drive BoP customers' engagement and satisfaction, impacting their subjective well‐being. The findings also confirm the mediating role of customer satisfaction and engagement in the association of SSMMAs and subjective well‐being. Finally, the results indicate that while perceived environmental consciousness moderates the association of SSMMAs and BoP customer satisfaction, empowerment moderates the relationship between satisfaction and subjective well‐being. By exploring the effects of firm‐based SSMMAs on customers' engagement, satisfaction, and well‐being, this research adds to the literature on social media marketing activities by focusing on sustainable social media communications at the BoP, raising pertinent implications.

This chapter presents an analysis of how first-year studentsFirst-year students use mobile instant messaging applicationsMobile instant messaging applications during their transition into a South African university of technology. Drawing on Deleuze and Guattari’sDeleuze and Guattari concept of nomadism, the study unpacks how mobile instant messaging platforms supported students in new ways of living, thinking, and accessing spaces where they shared their experiences, and generated new knowledge and ways of learningLearning. The study used a qualitative research approach. Data was collected from a first-year WhatsApp chat group at the university of technology that was purposefully selected. The data was analyzed using content analysis. Research findings showed that first-year studentsFirst-year students used the mobile instant messaging platform in imaginative ways of interacting with their peers and lecturers to support their process of becomingBecoming in a new educational setting. The first-year students used the mobile instant messaging applicationMobile instant messaging applications to overcome learningLearning structural constraints, find new ways of learning, and raise concerns to management about issues that affected their well-being. The findings offer a better understanding of the way first-year students use mobile instant messaging applications in the context of higher educationHigher Education.

This research aims to prove and analyze the influence of Customer experience and Facilitiesin influencing interest in returning to visit with Customer Satisfaction as an intervening variable at the Old Town tourist attraction in Surabaya. This type of research is causal-explanatory the population is visitors to the Old Town in Surabaya. The sampling method uses Accidental Sampling which is a group of Non-Probability Sampling. The data collection method uses a questionnaire involving 100 respondents and Smart PLS 4 as the analysis tool. Customer satisfaction has a positive and significant impact on customer satisfaction, facilities have a positive and significant impact on customer satisfaction, customer experience has a positive but not significant impact on customer satisfaction, facilities have a negative and insignificant impact on customer intention, and customer satisfaction has a positive and significant impact on customer satisfaction. Additionally, facilities have a significant impact on customer satisfaction through customer satisfaction, and customer experience has a significant impact on customer satisfaction through customer satisfaction.

Digital evolution in the banking sector refers to the integration and development of digital innovations, such as internet banking, mobile applications, AI, and data analytics in banking operations and customer service measures. The research examines the influence of digital development on customer interaction strategies in the banking sector. As banks increasingly adopt digital tools to meet customer expectations for convenience and personalized services, the dynamics of customer relationships are changing. The study purpose is to understand how digital transformation influences customer engagement, satisfaction, loyalty and challenges banks face in maintaining personalized interactions in a digital environment. The study looks into a number of factors, including digital engagement, customer satisfaction, service personalization, customer loyalty, service accessibility, trust and security. The study involves 600 banking customers filling out a questionnaire after being informed about the purpose of the survey. SPSS was employed to conduct various statistics tests such as, pearson correlation, chi square, and t-test the obtain data and variables. The result indicates a positive correlation between the adoption of digital banking solutions and increased customer engagement. Research results underscore the importance of continued investment in a digital technologies to maintain a competitive edge in the banking industry. Banks that effectively integrate digital tools into their customer relationship management practices are better positioned to evolving requirement of customers, leading to improved satisfaction and loyalty.

The research aims examine and analyze the effect of perceived value, service quality, customer experience on customer satisfaction and customer loyalty, the research also examine and analyze effect of perceived value, service quality, customer experience on customer loyalty by mediate of customer satisfaction. This type of research is explanatory research while collecting primary data through distribution of questionnaires to customer in Giant Supermarket Sawojajar Malang as many as 120 customers. Sampling technique used is purposive sampling. In this case, the independent variable are perceived value, service quality, customer experience, as well as intervening variable is customer satisfaction. while dependent variable is customer loyalty. The data has been collected then analysed by using analysis of PLS (Partial Least Square). The result obtained are perceived value has effect on customer satisfaction, service quality has effect on customer satisfaction, customer experience has effect on customer satisfaction, customer satisfaction has effect on customer satisfaction, perceived value has effect on customer loyalty, service quality has effect on customer loyalty, customer experience has effect on customer loyalty, perceived value has effect on customer loyalty by mediate of customer satisfaction, service quality has effect on customer loyalty by mediate of customer satisfaction, customer experience has no effect on customer loyalty by mediate of customer satisfaction DOI : https://doi.org/10.26905/jbm.v4i2.1694

Customer satisfaction is crucial to organizational success and a leading indicator of business financial performance. Satisfaction is a customer's holistic response to a consumption or usage experience; it can be measured using well-understood metrics. This chapter summarizes what is known about customer satisfaction and clarifies its relationship to related constructs such as customer engagement and customer experience. It provides an in-depth explanation of the role of customer satisfaction in marketing strategy – organized around the ways that increases in satisfaction lead to increases in customer acquisition, retention and margins. Next, this chapter outlines seven major strategies for achieving high customer satisfaction levels. Then, it identifies key principles that can guide firms in allocating resources to customer satisfaction programs versus other investments – and highlights specific opportunities and challenges. It concludes by identifying three key areas where additional customer satisfaction research is needed.