Browsing by Author "Mossberg, Lena"

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    Customer engagement and eWOM in tourism
    (Citation Kanje, P., Charles, G., Tumsifu, E., Mossberg, L. and Andersson, T. (202 Journal of Hospitality and Tourism Insights, 2020) Kanje, Patrokil; Charles, Goodluck; Elly, Tumsifu; Mossberg, Lena; Andersson, Tommy
    Abstract Purpose – The purpose of this article is to examine the role of customer engagement (CE) on electronic word of mouth (eWOM) behavior among vacationers in Tanzania. The article disaggregates CE into cognitive process, affection and behavior and integrates eWOM passing into the eWOM concept. Design/methodology/approach – A sample of 278 vacationers who had used social media before and/or during their trip in Tanzania was used. They were drawn at three major airports in Tanzania when exiting the destination. Structural equation modeling (SEM) was used to test the proposed relationships. Findings – It is revealed that both the affective CE and behavioral CE positively relate to vacationers’ eWOM seeking, giving and passing behaviors in tourism-related sites. On the other hand the cognitive CE relates positively only with eWOM passing behaviors. Research limitations/implications – The varied relationship of the three CE dimensions (cognitive, affective and behavioral) with eWOM behaviors further confirms the multi-dimensionality of CE and the enduring psychological connection of individuals beyond participation in activities. Practical implications – CE is multifaceted and enduring and thus managers should take a long-term, enduring and multidimensional perspective in facilitating CE development. Different content appeals are needed in facilitating CE in online platforms as CE dimensions relate variedly with eWOM behaviors Originality/value – The study links CE and eWOM in a novel way by disaggregating CE and integrating the eWOM passing component into the eWOM concept in tourism-related social media sites. Keywords Customer engagement, Tourism-related social media sites, Electronic word of mouth
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    Customer information sharing and new service development: is there a link?
    (Emerald, 2020-07-15) Busagara, Theresia; Mori, Neema; Jani, Dev; Mossberg, Lena; Andersson, Tommy
    Purpose–The purpose of this paper is to establish the link between customer information sharing and new service development .Design/methodology/approach–Through a survey of tourism firms, 295 questionnaires were collected in three large tourism locations in Tanzania. Thereafter, the hypotheses were tested by structural equation modeling (SEM) after undertaking both factor analysis and confirmatory factor analysis Findings–Results indicate that there is a positive association/link between customer information sharing and new service development. The link here expresses the association that exists as customers share information and the extent of use of this information for the firm benefit in facilitating new service development. Specifically, customers post service information and customer interaction behaviors positively support new service development; however, customers pre-service information revealed no link.Practical implications–These results offer practical evidence that post service information and interaction behaviors form the groundwork for development of new services in service-related organizations. Originality/value–These results evidence that customer post service information and customer interaction behaviors form the groundwork for development new services in tourism. Hence, the study strengthens the value co-creation and innovation views in the service arena by extending knowledge in the use of both the service and the customer environment for service improvement.