TY - JOUR
T1 - Examining the role of cross-cultural factors in the international market on customer engagement and purchase intention
AU - Chatterjee, Sheshadri
AU - Chaudhuri, Ranjan
AU - Vrontis, Demetris
N1 - Publisher Copyright:
© 2021
PY - 2022
Y1 - 2022
N2 - Customer engagement (CE) refers to an organization's effort to develop relationships with individual customers through personalized interactions using multiple available channels. The goal of such CE is to gain new customer and to retain loyal customers. In the last decade there have been many studies on CE, particularly in the domestic or local market context, which lack generalizability. Also, there is only limited research on CE in the international market context focusing on the cross-cultural aspects of customers. Thus, there is clearly a research gap. Therefore, the aim of this study is to examine the role of cross-cultural factors in the international market on CE and their influence on customer purchase intention. After reviewing existing theories and literature, a conceptual model was developed. Later, the model was validated using structural equation modeling with a sample of 432 customers of different countries in Asia and Europe. The study found that there is a significant impact of cross-cultural factors in the international market on customer engagement, which in turn impacts customers' purchase intention in the international market. This study also proposes and examines a rival model to determine the efficiency of the proposed model.
AB - Customer engagement (CE) refers to an organization's effort to develop relationships with individual customers through personalized interactions using multiple available channels. The goal of such CE is to gain new customer and to retain loyal customers. In the last decade there have been many studies on CE, particularly in the domestic or local market context, which lack generalizability. Also, there is only limited research on CE in the international market context focusing on the cross-cultural aspects of customers. Thus, there is clearly a research gap. Therefore, the aim of this study is to examine the role of cross-cultural factors in the international market on CE and their influence on customer purchase intention. After reviewing existing theories and literature, a conceptual model was developed. Later, the model was validated using structural equation modeling with a sample of 432 customers of different countries in Asia and Europe. The study found that there is a significant impact of cross-cultural factors in the international market on customer engagement, which in turn impacts customers' purchase intention in the international market. This study also proposes and examines a rival model to determine the efficiency of the proposed model.
KW - Cross-cultural factors
KW - Customer engagement
KW - Emotional intelligence
KW - International marketing
KW - Purchase intention
UR - http://www.scopus.com/inward/record.url?scp=85131377042&partnerID=8YFLogxK
U2 - 10.1016/j.intman.2022.100966
DO - 10.1016/j.intman.2022.100966
M3 - Article
AN - SCOPUS:85131377042
SN - 1075-4253
JO - Journal of International Management
JF - Journal of International Management
M1 - 100966
ER -