The effect of mobile application-driven customer participation on bakery purchase behavior: Evidence from a field experiment |
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| Affiliation: | 1. Cardiff Business School, Cardiff University, Aberconway Building, Colum Drive, Cardiff CF10 3EU, United Kingdom;2. SPC Co. Ltd. 2620 Nambusunwhan-ro, Seocho-gu, Seoul, South Korea;3. Department of Business Administration, Dongguk University, 30, Pildong-ro 1-gil, Jung-gu, Seoul, 04620, South Korea;1. Dedman College of Hospitality Management, Florida State University, Tallahassee, FL, 32306-2541, United States;2. Conrad N. Hilton College of Hotel and Restaurant Management, University of Houston, Houston, TX, United States;3. School of Hotel, Restaurant and Tourism Management, University of South Carolina, Columbia, SC, 29208, United States;1. Institute of Management Technology Ghaziabad, Uttar Pradesh, India;2. Indian Institute of Management Kozhikode, India;1. College of Management, Shenzhen University, Shenzhen, China;2. School of Management, Xiamen University, Xiamen, China;3. Organizational Behavior and Human Resource Management Department, China Europe International Business School (CEIBS), Shanghai, China;4. Faculty of Business and Economics, The University of Hong Kong, Hong Kong, China;5. School of Management, CISME, Zhijiang College, Zhejiang University of Technology, Hangzhou, China;1. ESSEC Business School, 95021, Cergy Pontoise Cedex, France;2. NYU School of Professional Studies, Jonathan M. Tisch Center of Hospitality, New York, NY, 10003, United States;1. Department of Tourism Management, Dong-A University, South Korea;2. Department of Business, School of Management, Swansea University, Bay Campus, Fabian Way, Swansea, SA1 8EN, United Kingdom |
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| Abstract: | This paper empirically examines individual and joint effects of two types of customer participation (CP)—mandatory and replaceable—within a mobile app on bakery purchase behavior. This research conducts a field experiment to track customer decisions on whether to participate in in-app CP events—store loyalty program enrollment and store satisfaction survey—and whether to change their purchasing amount and frequency. After controlling other influencing factors, the authors performed ANOVA with the sample of 19,065 bakery customers’ behavioral decisions. The results confirm that mandatory CP has a positive effect on purchase behavior, while replaceable CP has mixed effects across stores. In addition, the results confirm that customers who engaged in both types of CP increased their purchase amount and frequency, compared to customers who engaged in one type or neither. The study suggests hospitality firms should motivate customers to engage in mandatory and replaceable CP to enhance customer loyalty cost-effectively. |
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| Keywords: | Mobile application Customer participation Mandatory participation Replaceable participation Purchase behavior |
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