Omnichannel management capabilities in international marketing: the effects of word of mouth on customer engagement and customer equity

AKTER, Shahriar, MOHIUDDIN BABU, Mujahid, HOSSAIN, Tasnim M Taufique, DEY, Bidit Lal, LIU, Hongfei and SINGH, Pallavi (2023). Omnichannel management capabilities in international marketing: the effects of word of mouth on customer engagement and customer equity. International Marketing Review.

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Abstract

Purpose The main purpose of this study is to fill the research gap on how B2B global service firms integrate dynamic capabilities within their omnichannel management to influence positive word of mouth (WOM), customer engagement (CE) and customer equity. Design/methodology/approach Drawing on the dynamic capability and WOM theories, a model has been developed that defines the subjects of the empirical test. The paper reports on data collected from 312 service-oriented global firms in Australia, through a cross-sectional survey. Data were analyzed using structural equation modeling. Findings The findings suggest that content management (i.e. information consistency, source trustworthiness and endorsement) and concerns management (i.e. privacy, security and recovery) capabilities are the two significant antecedents of positive WOM within a B2B omnichannel setting in international marketing. The findings also confirm the key mediating role of CE between positive WOM and customer equity. Originality/value The findings extend dynamic capability theory in the context of international marketing by linking WOM, CE and customer equity. The findings add further theoretical rigor by establishing the nomological chain between positive WOM and customer equity, in which CE plays a key mediating role.

Item Type:	Article
Uncontrolled Keywords:	1503 Business and Management; 1505 Marketing; 1506 Tourism; Marketing; 3506 Marketing; 3507 Strategy, management and organisational behaviour
Identification Number:	https://doi.org/10.1108/imr-09-2022-0203
SWORD Depositor:	Symplectic Elements
Depositing User:	Symplectic Elements
Date Deposited:	18 Oct 2023 10:52
Last Modified:	18 Oct 2023 11:58
URI:	https://shura.shu.ac.uk/id/eprint/32570

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