Online citations, reference lists, and bibliographies.
Please confirm you are human
(Sign Up for free to never see this)
← Back to Search

Interactions In Virtual Customer Environments: Implications For Product Support And Customer Relationship Management

Satish Nambisan, R. Baron
Published 2007 · Business

Save to my Library
Download PDF
Analyze on Scholarcy
Share
Virtual customer environments (VCE), which provide services ranging from online discussion forums to virtual design toolkits, enable firms to involve their customers in innovation and value creation. Evidently, companies can benefit from operating such VCEs; however, most firms do not seem to attach sufficient importance to the nature of customers’ interactions in the VCE. In this study, we examine two critical implications of customers’ interactions in a product-support focused VCE. First, we suggest that customers’ perceptions of interaction-based benefits will shape their future participation in product support in the VCE. Second, customers’ interactions will also generate changes in their affective states , and these, in turn, influence their attitude towards the firm. Our empirical work provides broad support for the study hypotheses and implies the need for firms to carefully design and implement VCEs that facilitate positive interaction experiences for customers. Implications with respect to customer value co-creation and customer relationship management are discussed.
This paper references
10.1287/MKSC.19.1.22.15184
Measuring the Customer Experience in Online Environments: A Structural Modeling Approach
T. Novak (2000)
10.1287/orsc.1050.0156
Why Do Users Contribute to Firm-Hosted User Communities? The Case of Computer-Controlled Music Instruments
L. Jeppesen (2006)
10.1177/009365028100800404
Gratification Discrepancies and News Program Choice
Philip C. Palmgreen (1981)
10.1509/jmkg.67.1.14.18592
Psychological Implications of Customer Participation in Co-Production
Neeli Bendapudi (2003)
10.2307/3172696
Marketing Scales Handbook: A Compilation of Multi-Item Measures
Gordon C. Bruner (1992)
10.1017/CBO9780511609978
Emerging Perspectives on Judgment and Decision Research: List of Contributors
S. Schneider (2003)
10.1016/S0963-8687(00)00045-7
"It is what one does": why people participate and help others in electronic communities of practice
M. Wasko (2000)
10.1016/S0048-7333(02)00006-9
How Communities Support Innovative Activities: An Exploration of Assistance and Sharing Among End-Users
Sonali K. Shah (2003)
10.1109/HICSS.2004.1265464
Community based innovation: a method to utilize the innovative potential of online communities
J. Füller (2004)
10.1207/s15506878jobem4601_4
Online and in the Know: Uses and Gratifications of the Web for Political Information
Barbara K. Kaye (2002)
10.1145/505248.505272
Tools for navigating large social cyberspaces
Marc Smith (2002)
The Uses of Mass Communications: Current Perspectives on Gratifications Research. Sage Annual Reviews of Communication Research Volume III.
Jay G. Blumler (1974)
10.2307/3151312
Evaluating structural equation models with unobservable variables and measurement error.
C. Fornell (1981)
10.1016/S0737-6782(02)00151-0
The virtual customer
E. Dahan (2002)
10.1002/DIR.20046
Collaborating to create: The Internet as a platform for customer engagement in product innovation
M. Sawhney (2005)
10.5465/256859
Customer-Firm Relationships, Involvement, and Customer Satisfaction
P. Goodman (1995)
10.2307/20159561
Service Climate Effects on Customer Attitudes: An Examination of Boundary Conditions
J. Dietz (2004)
10.1007/s12130-999-1026-0
The cathedral and the bazaar
E. Raymond (1999)
10.1177/009207038801600107
On the evaluation of structural equation models
R. Bagozzi (1988)
10.1177/0146167297235005
The Sweet Smell of... Helping: Effects of Pleasant Ambient Fragrance on Prosocial Behavior in Shopping Malls
R. Baron (1997)
10.1111/J.1468-2958.1993.TB00310.X
Normative Images of Communication Media Mass and Interpersonal Channels in the New Media Environment
E. Perse (1993)
10.2307/3150783
Estimating nonresponse bias in mail surveys.
J. S. Armstrong (1977)
10.1080/09537320310001601531
Consumers as Co-developers: Learning and Innovation Outside the Firm
L. Jeppesen (2003)
10.1145/505248.505270
Social translucence: designing social infrastructures that make collective activity visible
T. Erickson (2002)
10.1080/23808985.1984.11678570
Uses and Gratifications: A Theoretical Perspective
Philip C. Palmgreen (1984)
10.1287/MNSC.46.12.1513.12076
Determinants of User Innovation and Innovation Sharing in a Local Market
P. Morrison (2000)
Creating Or Escaping Community?: an Exploratory Study of Internet Consumers' Behaviors
Eileen Fischer (1996)
10.1177/009207039001800104
Development of a Taxonomy of Services to Gain Strategic Marketing Insights
J. Bowen (1990)
10.1145/505248.505271
A semantic approach to visualizing online conversations
Judith S. Donath (2002)
10.5465/AMJ.2005.19573107
Understanding organization-customer links in service settings.
B. Schneider (2005)
10.1016/S0048-7333(03)00061-1
Profiting from Voluntary Information Spillovers: How Users Benefit by Freely Revealing Their Innovations
D. Harhoff (2003)
10.2307/41166052
Communities of Creation: Managing Distributed Innovation in Turbulent Markets
M. Sawhney (2000)
10.1016/S0048-7333(03)00047-7
Motivation of software developers in Open Source projects: an Internet-based survey of contributors to the Linux kernel
G. Hertel (2003)
10.1037/0033-2909.117.1.39
Mood and judgment: the affect infusion model (AIM).
J. Forgas (1995)
10.1111/J.1468-2958.1975.TB00281.X
THE DEVELOPMENT OF A MEASURE OF PERCEIVED HOMOPHILY IN INTERPERSONAL COMMUNICATION
J. C. McCroskey (1975)
Utilization of mass communication by the individual
Elihu Katz (1974)
10.1111/j.1467-9280.2006.01677.x
Doing Better but Feeling Worse
S. Iyengar (2006)
10.1509/jmkg.66.1.38.18451
Building Brand Community
J. McAlexander (2002)
10.1017/CBO9780511609978.013
Some ways in which positive affect facilitates decision making and judgment.
A. Isen (2003)
Positive affect and decision making.
A. Isen (1993)
10.4324/9780203194959
Communities in Cyberspace
P. Kollock (2002)
10.1037/0033-2909.131.6.803
The Benefits of Frequent Positive Affect: Does Happiness Lead to Success?
S. Lyubomirsky (2005)
10.1287/ORSC.7.2.119
The kindness of strangers: on the usefulness of electronic weak ties for technical advice
D. Constant (1996)
10.1177/0170840606061073
Innovation and Virtual Environments: Towards Virtual Knowledge Brokers
G. Verona (2006)
10.1111/j.00117315.2004.02524.x
Determining Uses and Gratifications for the Internet
Thomas F. Stafford (2004)
10.4324/9781315801780-12
On the power and functionality of attitudes: The role of attitude accessibility.
R. Fazio (1989)
10.1111/j.1467-9280.1995.tb00309.x
Searching for Mood Dependent Memory
E. Eich (1995)
10.1006/OBHD.2001.2971
Affective Influences on Judgments and Behavior in Organizations: An Information Processing Perspective
J. Forgas (2001)
Attitude structure and function.
A. Eagly (1998)
10.1016/J.IJRESMAR.2003.12.004
A Social Influence Model of Consumer Participation in Network- and Small-Group-Based Virtual Communities
U. Dholakia (2004)
10.1509/jmkg.68.1.1.24036
Evolving to a New Dominant Logic for Marketing
Stephen L. Vargo (2004)
10.1016/S0149-2063(01)00093-9
Virtual internet communities and commercial success: individual and community-level theory grounded in the atypical case of TimeZone.com
F. Rothaermel (2001)
10.4324/9780203194959-20
The economies of online cooperation
P. Kollock (2002)
10.1177/0146167297238006
Judgmental Biases Produced by Instructions to Disregard: The (Paradoxical) Case of Emotional Information
K. Edwards (1997)
10.1509/jmkg.69.3.19.66363
The Social Influence of Brand Community: Evidence from European Car Clubs
René Algesheimer (2005)
10.2307/2076468
Handbook of Emotions
M. Lewis (1993)
10.5465/AMR.2002.7389914
Designing Virtual Customer Environments for New Product Development: Toward a Theory
Satish Nambisan (2002)



This paper is referenced by
10.1016/J.JBUSRES.2016.08.026
Branding co-creation with members of online brand communities
Nick Hajli (2017)
10.4018/978-1-4666-8353-2.CH007
Value Co-Creation, Social Media, and Marketing 3.0: Towards the Search for Competitive Advantage in Firms
Maria Angeles Garcia-Haro (2015)
10.1016/J.INTMAR.2014.02.001
What We Know and Don't Know About Online Word-of-Mouth: A Review and Synthesis of the Literature
R. King (2014)
10.1016/J.JBUSRES.2012.09.013
The dark and the bright side of co-creation: Triggers of member behavior in online innovation communities
J. Gebauer (2013)
OLD TIMES AHEAD; The Dawn of the Ageing Consumer
J. K. Hohenschon (2008)
10.1108/JHTT-10-2014-0063
Crowdsourcing innovative service ideas: The effect of negative interactions on ideation forums’ effectiveness
P. Duverger (2015)
10.1080/0965254X.2015.1095222
Social media engagement behaviour: a uses and gratifications perspective
R. Dolan (2016)
10.2753/JEC1086-4415170101
Explicit Incentives in Online Communities: Boon or Bane?
I. Garnefeld (2012)
10.1108/JOSM-04-2013-0112
Understanding participation in company social networks
C. Martins (2013)
Drivers of Customer Brand Engagement: An Application to Virtual Brand Communities on Facebook.
Maria Amélia Machado Carvalho (2017)
Organizational Routine Innovation Driven Digital Strategy Transformation of Traditional Manufacturing Enterprise: A Case Study in China
Zhengyan Cui and Andong Shu (2019)
10.1177/0735633118805211
Explaining Students’ Continuance Intention to Use Mobile Web 2.0 Learning and Their Perceived Learning: An Integrated Approach
Mohammad Dalvi-Esfahani (2020)
10.1177/2277975220965075
The Relationship Between Electronic Word-of-Mouth and Consumer Engagement: An Exploratory Study
Mukta Srivastava (2021)
10.1007/978-3-658-01248-9_10
Customer Engagement-Praktiken auf Social Networking-Plattformen und deren Bedeutung für die Kundenintegration
Jan Drengner (2013)
Study the Impact of Customer's Profile and Participation on the Performance of Customer Relationship Management in Service Organizations
S. K. Kamali (2012)
10.4018/JMME.2019010104
Collaborative Social Networks: Effect of User Motivation, Cognition, and Behavior on User Participation
Y. Chen (2019)
10.1108/JCM-01-2016-1664
Construction and validation of customer value co-creation attitude scale
A. Shamim (2017)
10.1007/978-3-319-51168-9_29
Determinants of Customers' eWOM Behaviour - A System Success Perspective
P. Wang (2017)
10.1057/S41264-018-0056-7
Exploring advertising as an antecedent to brand experience dimensions: an experimental study
Dhananjay Bapat (2018)
VALUE CO-CREATION WITH CUSTOMERS: AN EMPIRICAL STUDY OF ORGANIZATIONAL FACTORS IN E-BUSINESS ENVIRONMENT
Elektroninio Verslo Katedra (2012)
Viestintä kuntien käyttäjälähtöisissä palveluinnovaatioissa
Noora Pellinen (2015)
10.1108/JCOM-07-2016-0056
Communication management 2.0
Christopher H. Ruehl (2017)
Managing Customer Participation Through Customer Education
S. Ahmed (2009)
Communication management 2 . 0 The development of three socio-cognitive models for brand page usage
Christopher H. Ruehl (2017)
10.1080/10864415.2016.1355638
The Engagement Process During Value Co-Creation: Gamification in New Product-Development Platforms
T. Leclercq (2017)
10.1177/1094670509338618
Communal Service Delivery
U. Dholakia (2009)
10.1016/j.chb.2010.07.019
Avatar-based innovation: Consequences of the virtual co-creation experience
T. Kohler (2011)
10.1007/S10551-018-4015-Y
Co-creation: A Key Link Between Corporate Social Responsibility, Customer Trust, and Customer Loyalty
O. Iglesias (2020)
10.1007/978-3-8349-9859-0_23
Kollaboration im Web 2.0
A. Erz (2008)
10.7741/FIE.2016.14.1.040
The Use of Facebook in International Multi-course Collaborative Projects in Fashion Merchandising Curriculums
Hyejeong Kim (2016)
10.1504/IJSBA.2014.067142
Successful technology collaborations in automobile industry – strategic implications for firms in developing countries
Z. Husain (2014)
Nudges as Conversion Funnel Enhancers in Digital Business Models
O. Koch (2017)
See more
Semantic Scholar Logo Some data provided by SemanticScholar