Volume 29, Issue 4, 2020
DOI: 10.24205/03276716.2020.873
SERVICE INNOVATIONS IN SOCIAL MEDIA & BLOGGING WEBSITES: ENHANCING CUSTOMER’S PSYCHOLOGICAL ENGAGEMENT TOWARDS ONLINE ENVIRONMENT FRIENDLY PRODUCTS
Abstract
The purpose of this paper is to determine the impact of three dimensions of Blog service innovation (Service Privacy, Webpage Content & Diversification) on customer’s psychological engagement with environment-friendly products available online. They are mediated by two dimensions of online relationship quality (Commitment & Satisfaction). A sample of 251 social media and blogging sites users responded to a structured questionnaire adapted from existing literature. First, confirmatory factor analysis was carried out, and then data were analyzed through structural equation modelling using the bootstrap methodology in AMOS 24. This paper explains the loyalty and psychological engagement pattern of social media users in accordance with the innovations in services provided by organizations in their websites, which provide or discuss information about eco-friendly products. They are explicitly mediated through online relationship quality factor so the customers could be engaged batter after determining their psychological intent, which is in this case, is explicitly related to the loyalty of customers. From a managerial perspective, this research not only provides the vital information on customer’s behaviour in relationship with the innovations in services introduced by organizations in their websites but also could help them to minimize their cost and maximize their profits according to the target audience behavioral patterns.
Keywords
Service Innovation, Social Media, Online relationship Quality, Environment-friendly products, e-loyalty.