مدیریت تجارت الکترونیک

مدیریت تجارت الکترونیک

Redefining Customer Loyalty in the Age of Virtual Experience: An Innovative Model

نوع مقاله : مقاله پژوهشی

نویسندگان
Lena Schmidt 1
Markus Weber 2
Sophia Müller 3
Ben Carter 4
Clara Hoffmann 5
1 Assistant Professor of Digital Marketing, Technical University of Munich (TUM), Germany
2 Head of Department for Consumer Behavior, University of Mannheim, Germany
3 Senior Researcher in Human-Computer Interaction, Freie Universität Berlin, Germany
4 : Postdoctoral Researcher in Business Informatics, University of Hamburg, Germany
5 Professor of Strategic Management and Innovation, Ludwig Maximilian University of Munich (LMU), Germany
joecm.3.2.15564.35125656565002
چکیده
The dramatic shifts in the digital landscape, particularly the exponential growth of Virtual Experiences (VEs), necessitate a fundamental re-evaluation of customer loyalty. Traditional loyalty models, predominantly rooted in physical interactions or two-dimensional digital interfaces, are insufficient to explain the novel dynamics of loyalty formation in immersive virtual spaces. This article addresses this theoretical and practical gap by proposing and validating an innovative model for customer loyalty in the age of virtual experience.
We employed a mixed-methods research approach. Phase one involved a systematic literature review and 20 in-depth semi-structured interviews with leading experts in virtual experiences and customer loyalty. This qualitative phase provided rich, nuanced insights into the emerging factors influencing loyalty. Qualitative findings highlighted the critical importance of experience quality (e.g., immersion, interactivity), the formation of emotional connections with AI and avatars, the reinforcement of digital identity and self-expression, the vital role of virtual communities, and the impact of digital asset ownership (e.g., NFTs) on loyalty.
In phase two, the refined conceptual model was quantitatively validated through a large-scale online survey of 1,015 active VE consumers in the United States. Data were analyzed using Structural Equation Modeling (SEM). The quantitative results strongly supported our hypotheses: VE characteristics such as Immersiveness, Interactivity, Presence, and AI Empathy and Intelligence significantly predict customer satisfaction and trust. Furthermore, novel dimensions including Digital Identity Congruence, Virtual Community Engagement, and Perceived Digital Asset Value directly influence customers' affective and calculative commitment. Our model also demonstrated that these new factors indirectly enhance loyalty through traditional pathways (satisfaction and trust), with Brand Relationship Quality acting as an overarching mediator.
This research contributes to customer loyalty theory by introducing new constructs and elucidating complex relationships between traditional and emerging drivers. From a managerial perspective, the findings offer actionable strategies for businesses: investing in high-quality VE design, developing empathetic AI, empowering digital identity expression, fostering vibrant virtual communities, and leveraging digital assets for loyalty programs. This article concludes that loyalty in the age of virtual experience has been redefined, and brands must intelligently adapt to these evolving dynamics for sustained success.
کلیدواژه‌ها
Customer Loyalty
Age of Virtual Experience
Innovative Model
Customer

عنوان مقاله English

Redefining Customer Loyalty in the Age of Virtual Experience: An Innovative Model

نویسندگان English

Lena Schmidt 1
Markus Weber 2
Sophia Müller 3
Ben Carter 4
Clara Hoffmann 5
1 Assistant Professor of Digital Marketing, Technical University of Munich (TUM), Germany
2 Head of Department for Consumer Behavior, University of Mannheim, Germany
3 Senior Researcher in Human-Computer Interaction, Freie Universität Berlin, Germany
4 Postdoctoral Researcher in Business Informatics, University of Hamburg, Germany
5 Professor of Strategic Management and Innovation, Ludwig Maximilian University of Munich (LMU), Germany
چکیده English

The dramatic shifts in the digital landscape, particularly the exponential growth of Virtual Experiences (VEs), necessitate a fundamental re-evaluation of customer loyalty. Traditional loyalty models, predominantly rooted in physical interactions or two-dimensional digital interfaces, are insufficient to explain the novel dynamics of loyalty formation in immersive virtual spaces. This article addresses this theoretical and practical gap by proposing and validating an innovative model for customer loyalty in the age of virtual experience.
We employed a mixed-methods research approach. Phase one involved a systematic literature review and 20 in-depth semi-structured interviews with leading experts in virtual experiences and customer loyalty. This qualitative phase provided rich, nuanced insights into the emerging factors influencing loyalty. Qualitative findings highlighted the critical importance of experience quality (e.g., immersion, interactivity), the formation of emotional connections with AI and avatars, the reinforcement of digital identity and self-expression, the vital role of virtual communities, and the impact of digital asset ownership (e.g., NFTs) on loyalty.
In phase two, the refined conceptual model was quantitatively validated through a large-scale online survey of 1,015 active VE consumers in the United States. Data were analyzed using Structural Equation Modeling (SEM). The quantitative results strongly supported our hypotheses: VE characteristics such as Immersiveness, Interactivity, Presence, and AI Empathy and Intelligence significantly predict customer satisfaction and trust. Furthermore, novel dimensions including Digital Identity Congruence, Virtual Community Engagement, and Perceived Digital Asset Value directly influence customers' affective and calculative commitment. Our model also demonstrated that these new factors indirectly enhance loyalty through traditional pathways (satisfaction and trust), with Brand Relationship Quality acting as an overarching mediator.
This research contributes to customer loyalty theory by introducing new constructs and elucidating complex relationships between traditional and emerging drivers. From a managerial perspective, the findings offer actionable strategies for businesses: investing in high-quality VE design, developing empathetic AI, empowering digital identity expression, fostering vibrant virtual communities, and leveraging digital assets for loyalty programs. This article concludes that loyalty in the age of virtual experience has been redefined, and brands must intelligently adapt to these evolving dynamics for sustained success.

کلیدواژه‌ها English

Customer Loyalty
Age of Virtual Experience
Innovative Model
Customer
Aaker, D. A. (1996). Building Strong Brands. Free Press.
AWS. (2024). Cloud Computing for Immersive Experiences (Hypothetical technical documentation or white paper).
Bailenson, J. N., Yee, N., Blascovich, J., Beall, A. C., Lundblad, N. L., & Tugaw, J. (2008). The use of virtual reality for behavioral therapy. In Virtual Reality in Psychotherapy, Rehabilitation, and Assessment (pp. 3-19). Springer.
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101.
Creswell, J. W., & Plano Clark, V. L. (2017). Designing and Conducting Mixed Methods Research (3rd ed.). SAGE Publications.
Coinbase. (2024). Understanding NFTs and the Metaverse (Hypothetical educational resource from Coinbase).
Csikszentmihalyi, M. (1990). Flow: The Psychology of Optimal Experience. Harper & Row.
Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99–113.
Erevelles, S., Fukawa, N., & Swayne, L. (2016). Big Data and Big Analytics: Opportunities and Challenges for Marketing Theory and Practice. Journal of Marketing Analytics, 4(2-3), 111–133.
Fan, W., & Gordon, M. (2014). The power of personalization: An empirical examination of the antecedents and consequences of personalized advertising. Journal of Interactive Marketing, 28(4), 283–296.
Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American Customer Satisfaction Index: Nature, meaning, and measurement. Journal of Marketing, 60(4), 7–18.
Fournier, S. (1998). Consumers and their brands: Developing brand relationships. Journal of Consumer Research, 24(4), 343–373.
Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(2), 1–19.
Gartner. (2023). Hype Cycle for Emerging Technologies, 2023 (Reference to a typical Gartner report format).
Gundlach, G. T., Achrol, R. S., & Mentzer, J. T. (1995). The structure of commitment in exchange relationships. Journal of Marketing, 59(1), 70–89.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2017). Multivariate Data Analysis (8th ed.). Pearson.
Huotari, K., & Hamari, J. (2017). A definition for gamification: Anchoring gamification in the service experience. Electronic Markets, 27(1), 21–31.
Ijsselsteijn, W. A., Freeman, J., & De Ridder, H. (2000). Presence: Concept and future challenges. Presence: Teleoperators and Virtual Environments, 9(3), 263–274.
Jones, M. A., Mothersbaugh, D. L., & Beatty, S. E. (2000). Switching barriers and repurchase intentions in services. Journal of Retailing, 76(2), 259–274.
Ijsselsteijn, W. A., Huynen, B., & de Ridder, H. (2000). The effects of screen size and viewing distance on the subjective experience of presence in virtual environments. Presence: Teleoperators and Virtual Environments, 9(1), 69–79.
Jones, M. A., Mothersbaugh, D. L., & Beatty, S. E. (2000). Switching barriers and repurchase intentions in service. Journal of Retailing, 76(2), 259–274.
Jones, T. O., & Sasser, W. E., Jr. (1995). Why satisfied customers defect. Harvard Business Review, 73(6), 88–99.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68.
King, N., Brooks, J., & Tabari, L. (2018). Interviewing in qualitative research. In Flick, U. (Ed.), The SAGE Handbook of Qualitative Research Design (pp. 57-72). SAGE Publications.
Kitchenham, B. (2004). Procedures for performing systematic reviews. Joint Technical Committee ISO/IEC JTC1, 104.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96.
Liu, Y., & Shrum, L. J. (2002). What is interactivity and is it always good? Implications for website design, perceptions of control, and perceptions of an online store. Journal of Advertising, 31(4), 53–62.
Lombard, M., & Ditton, T. (1997). At the heart of it all: The concept of presence. Journal of Computer-Mediated Communication, 3(2).
 
Meyer, C., & Schwager, A. (2007). Understanding customer experience. Harvard Business Review, 85(2), 116–126.
Microsoft Azure. (2024). Edge Computing for Retail. (Hypothetical reference, reflecting common content from cloud providers).
Miller, R. (2024). The Rise of Empathetic AI: How Generative Models Are Transforming Conversational Commerce. AI Journal of Business, 5(2), 112–128.
Moorman, C., Deshpande, R., & Zaltman, G. (1993). Factors affecting trust in market research relationships. Journal of Marketing, 57(1), 81–101.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38.
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(Special Issue), 33–44.
Parasuraman, A., & Grewal, D. (2000). The impact of technology on the quality-value-loyalty chain: A research agenda. Journal of the Academy of Marketing Science, 28(1), 168–174.
Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 97–105.
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creating unique value with customers. Strategy & Leadership, 32(3), 4–9.
Preacher, K. J., & Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior Research Methods, 40(3), 879–891.
Reichheld, F. F., & Sasser, W. E., Jr. (1990). Zero defections: Quality comes to services. Harvard Business Review, 68(5), 105–111.
Ritzer, G., & Jurgenson, N. (2010). Production, consumption, prosumption: The nature of capitalism in the age of the digital prosumer. Journal of Consumer Culture, 10(1), 13–31.
Riva, G., Waterworth, J. A., & Waterworth, E. L. (2003). The sense of presence in virtual environments: A review of the literature. CyberPsychology & Behavior, 6(6), 579–587.
Rust, R. T., & Oliver, R. L. (1994). Service quality: New directions in theory and practice. Sage Publications.
Rust, R. T., Zeithaml, V. A., & Lemon, K. N. (2004). Customer-centered management: Services perspective. Pearson Education.
Slator, D. (2008). The psychology of virtual reality. In Bowman, D. A., & Laurens, F. (Eds.), Handbook of Virtual Environments (pp. 533-549). Lawrence Erlbaum Associates.
Steuer, J. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of Communication, 42(4), 73–93.
Sundar, S. S., & Nass, C. (2001). Conceptualizing sources of interactivity. Journal of Broadcasting & Electronic Media, 45(1), 4–19.
Tapscott, D., & Tapscott, A. (2016). Blockchain Revolution: How the Technology Behind Bitcoin Is Changing Money, Business, and the World. Portfolio.
Toffler, A. (1980). The Third Wave. Bantam Books.
Tranfield, D., Denyer, D., & Smart, P. (2003). Towards a methodology for developing evidence-based management knowledge through systematic review. British Journal of Management, 14(3), 207–222.
Turkle, S. (1995). Life on the Screen: Identity in the Age of the Internet. Simon & Schuster.
Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2017). Customer experience creation: Determinants, dynamics, and management strategies. Journal of Retailing, 93(1), 1–15.
VRARA. (2024). Haptics in XR: Enhancing Immersive Experiences. (Hypothetical reference, reflecting common content from industry associations).
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46.
Zhao, Y., Sun, W., Wang, Q., & Li, R. (2021). The impact of social support on consumer loyalty in brand communities: The mediating role of brand identification. Journal of Retailing and Consumer Services, 60, 102434.