Abstract
Customer-to-customer (C2C) know-how exchanges occur in a variety of contexts, including virtual environments of Internet mediated communities. Exchange of know-how that takes place among the customers of an organization's offering has the potential to create customer value and result in positive outcomes for organizations. This study proposes a model that examines key factors that drive C2C exchanges as well as the outcomes of these exchanges. The model shows how C2C exchanges create value for the marketing organization – that is, value over and above the value that the customer receives directly through exchanges with the organization. C2C exchanges are also proposed to enhance loyalty intentions. Viewing C2C know-how exchange as an information source to the customer, the model adapts and applies the motivation, opportunity, and ability (MOA) theory to explain levels of C2C know-how exchange.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 33-49 |
| Number of pages | 17 |
| Journal | Marketing Theory |
| Volume | 5 |
| Issue number | 1 |
| DOIs | |
| State | Published - 2005 |
| Externally published | Yes |
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Keywords
- ability
- associations
- brand communities-loyalty
- customer-to-customer, C2C exchange
- intentions
- Internet
- loyalty
- members
- MOA
- motivation
- opportunity
- relationship marketing
- value
ASJC Scopus subject areas
- Marketing
Cite this
How e-communities extend the concept of exchange in marketing : An application of the motivation, opportunity, ability (MOA) theory. / Gruen, Thomas W.; Osmonbekov, Talaibek D; Czaplewski, Andrew J.
In: Marketing Theory, Vol. 5, No. 1, 2005, p. 33-49.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - How e-communities extend the concept of exchange in marketing
T2 - An application of the motivation, opportunity, ability (MOA) theory
AU - Gruen, Thomas W.
AU - Osmonbekov, Talaibek D
AU - Czaplewski, Andrew J.
PY - 2005
Y1 - 2005
N2 - Customer-to-customer (C2C) know-how exchanges occur in a variety of contexts, including virtual environments of Internet mediated communities. Exchange of know-how that takes place among the customers of an organization's offering has the potential to create customer value and result in positive outcomes for organizations. This study proposes a model that examines key factors that drive C2C exchanges as well as the outcomes of these exchanges. The model shows how C2C exchanges create value for the marketing organization – that is, value over and above the value that the customer receives directly through exchanges with the organization. C2C exchanges are also proposed to enhance loyalty intentions. Viewing C2C know-how exchange as an information source to the customer, the model adapts and applies the motivation, opportunity, and ability (MOA) theory to explain levels of C2C know-how exchange.
AB - Customer-to-customer (C2C) know-how exchanges occur in a variety of contexts, including virtual environments of Internet mediated communities. Exchange of know-how that takes place among the customers of an organization's offering has the potential to create customer value and result in positive outcomes for organizations. This study proposes a model that examines key factors that drive C2C exchanges as well as the outcomes of these exchanges. The model shows how C2C exchanges create value for the marketing organization – that is, value over and above the value that the customer receives directly through exchanges with the organization. C2C exchanges are also proposed to enhance loyalty intentions. Viewing C2C know-how exchange as an information source to the customer, the model adapts and applies the motivation, opportunity, and ability (MOA) theory to explain levels of C2C know-how exchange.
KW - ability
KW - associations
KW - brand communities-loyalty
KW - customer-to-customer, C2C exchange
KW - intentions
KW - Internet
KW - loyalty
KW - members
KW - MOA
KW - motivation
KW - opportunity
KW - relationship marketing
KW - value
UR - http://www.scopus.com/inward/record.url?scp=84990374635&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84990374635&partnerID=8YFLogxK
U2 - 10.1177/1470593105049600
DO - 10.1177/1470593105049600
M3 - Article
AN - SCOPUS:84990374635
VL - 5
SP - 33
EP - 49
JO - Marketing Theory
JF - Marketing Theory
SN - 1470-5931
IS - 1
ER -