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The role of social effects and perceived risk in driving profitable online customer interactions

 

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Author: Cambra-Fierro, Jesús
Melero-Polo, Iguacel
Sesé, Javier
Coordinator/Director: Rondán Cataluña, Francisco Javier
Date: 2017
Published in: XXIX Congreso de Marketing AEMARK (2017), p 884-890
ISBN/ISSN: 978-84-17129-34-7
Document type: Presentation
Abstract: The emergence of online channels has been of special relevance, as it has promoted a more active participation of consumers in the value creation process. In this study, we draw from the Stimulus-Organism-Response model to provide a theoretical understanding of the role played by two critical factors that drive online customer initiated interactions (OnCICs): social effects and perceived risk. In addition, we also investigate their consequences by establishing a direct link between these interactions and customer profitability. Merging longitudinal objective data with subjective data for a sample of 1,990 customers in the financial services and applying Partial Least Squares (PLS), the results reveal that social effects influence perceived risk. Perceived risk consequently promotes the development of OnCICs, while social effects reduce the need for such interactions. In addition, OnCICs help promote high-quality relationships and leads to higher performance.
Cite: Cambra-Fierro, J., Melero-Polo, I. y Sesé, J. (2017). The role of social effects and perceived risk in driving profitable online customer interactions. En XXIX Congreso de Marketing AEMARK (884-890), Sevilla: ESIC.
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Format: PDF

URI: https://hdl.handle.net/11441/78100

This work is under a Creative Commons License: 
Attribution-NonCommercial-NoDerivatives 4.0 Internacional

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