Purpose: In the actual fast-changing socio-economic context, it is meaningful for firms not only to satisfy and engage customers, but also to make customers feel at the center of firm’s strategies. Consequently, the study aims at investigating the role of perceived customer centricity in the relationship between customer satisfaction and customer engagement. Methodology: A quantitative methodology was adopted using Structural Equation Modeling (SEM). Data were collected through an online survey administered to railway transportation passengers. 308 valid responses were gathered. Data analysis was performed firstly through a confirmatory factor analysis to evaluate the conceptual model, and then through a path analysis to test the study's hypothesis. Findings: The results show a non-significant direct impact between customer satisfaction and customer engagement, whereas a significant and positive effect of customer centricity as a mediating variable in the relationship between customer satisfaction and customer engagement emerged. Research limitations/implications: Employing a customer-centric view of customer centricity provides the literature with a fresh point of view of this construct, which has approached mostly from a firm perspective. Limitations are linked to the specific country and service context considered in the study, further research can take in account other countries and service contexts for the generalization of the results. Originality/Value: Existing research has considered a vast amount of constructs to detect customers’ behaviour, this paper considers perceived customer centricity which has been less investigated.
Customers’ behaviour depiction in the Italian railway transportation: the role of customer-centricity
Maria Vincenza Ciasullo;Miriana Ferrara;Alexander Douglas
2024-01-01
Abstract
Purpose: In the actual fast-changing socio-economic context, it is meaningful for firms not only to satisfy and engage customers, but also to make customers feel at the center of firm’s strategies. Consequently, the study aims at investigating the role of perceived customer centricity in the relationship between customer satisfaction and customer engagement. Methodology: A quantitative methodology was adopted using Structural Equation Modeling (SEM). Data were collected through an online survey administered to railway transportation passengers. 308 valid responses were gathered. Data analysis was performed firstly through a confirmatory factor analysis to evaluate the conceptual model, and then through a path analysis to test the study's hypothesis. Findings: The results show a non-significant direct impact between customer satisfaction and customer engagement, whereas a significant and positive effect of customer centricity as a mediating variable in the relationship between customer satisfaction and customer engagement emerged. Research limitations/implications: Employing a customer-centric view of customer centricity provides the literature with a fresh point of view of this construct, which has approached mostly from a firm perspective. Limitations are linked to the specific country and service context considered in the study, further research can take in account other countries and service contexts for the generalization of the results. Originality/Value: Existing research has considered a vast amount of constructs to detect customers’ behaviour, this paper considers perceived customer centricity which has been less investigated.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.