The subscription model, prominent within the ‘subscription economy’ (SE), is now a popular form of business within many industries. In simple terms, a subscription model entails two parties (customers and firms) entering into an agreement whereby the patron commits to make regular payments to the supplier, who in exchange periodically delivers an agreed bundle of goods and/or services. Although mostly applied within Business-to-Consumer (B2C) markets (e.g. entertainment services, newspapers and media industry, software licences), the subscription model can be found in Business-to-Business (B2B) markets also (e.g. Rolls Royce ‘Power-by-the-hour model’). This unique form of commerce (i.e. committed repeat patronage) creates an alternative relationship between the buyer and seller to other more traditional forms of business.

Over the last few years, customer engagement is being reimagined from the lens of relationship marketing in light of interactive brand experiences in order to eternalize long term customer engagement value. However, instilling engagement through dedication and involvement is becoming arduous for brands due to radically escalating digital technologies rendering the inefficacy in practitioner’s attempts. Simultaneously, the employment of hedonic technologies like gamification is catapulting for utilitarian aspirations including customer engagement. Gamification is an emerging field of study which is being intrinsically tied to customer engagement with the later not being the sole purpose of gamified platforms but a medium for subsequent brand related outcomes. Crafting digital interfaces that are straightforward to use and more interactive has become a successful approach for practitioners to engage customers and make tedious and repetitive tasks more pleasurable through gamification. Global organizations such as Walmart, Starbucks and Amazon employ game mechanics evidencing that gamification can reinforce engagement with customers.

The customer engagement construct has been widely investigated in the marketing literature since 2005. Scholars in hospitality and tourism have perceived the importance of this construct and tried to propose both conceptual framework (e.g., So, King, Sparks, & Wang, 2016) and measurement scale to capture this phenomena (e.g., So, King, & Sparks, 2014). However, there is no consensus in many issues such as conceptualization (Dijkmans, Kerkhof, & Beukeboom, 2015) and dimensionality (Romero, 2017). In addition, this construct is relatively new in hospitality and tourism. Hence, the direction for future research and what has been done in the past are indispensable for researchers since it reduces research fragmentations in the future. The study aim is to use existing works in hospitality and tourism literature with the systematic literature review to summarize facts and address the future research. SCOPUS and ISI were employed as the main databases to search and identify the relevant articles. A total of 19 out of 590 documents was identified and selected to analyze and classify based on types of research, country, and journal. In addition, the issues of theoretical background, conceptual framework, conceptualization, dimensionality, statistical analysis, key contributors are summarized respectively. Finally, this study addresses the scope of potential future research in a realm of hospitality and tourism.

In this paper, we review the influence of crisis response strategies in social media on attitude recovery in relation to customer brand commitment. We extend the situational crisis communication theory and the social-mediated crisis communication model to include the role of audience characteristics (i.e., customer brand commitment). The effects of crisis response strategies (i.e., defensive, accommodative) and electronic word of mouth antecedents are discussed because source factors, message factors, and audience factors lead to attitude recovery. We also introduce a framework of the impacts of brand crisis response strategies on customer attitude recovery after exposure to negative word of mouth and response strategies in social media.

본 연구에서는 온라인 쇼핑몰 상황에서 이전사업경험, 제품속성과 온라인 고객 의견이 신제품 매출성과에 미친 영향을 살펴보았다. 인터넷 쇼핑몰에서 제품 성과에 대한 연 구들은 선진국 온라인 쇼핑몰을 중심으로 고객들의 구전효과에 초점을 두고 연구를 진행해 왔으며 상대적으로 기업특성이나 제품속성에 대한 연구는 미흡하였다. 본 연구에서는 중국 인터넷 쇼핑몰에서 판매중인 총 407개 TV모델들을 대상으로 기업특성, 제품속성 및 온라인 고객의견이 제품 매출성과에 미친 영향을 살펴보았다. 기업특성에서는 이전TV제조업체들의 제품이 신규 진입기업들의 제품들보다 매출성과가 높았다. 제품속성에서는 경쟁제품 대비 초기 가격수준이 낮을수록 성과가 높으며 가격할인율이 높은 경우에는 오히려 매출성과가 낮았다. 전반적인 제품의 기술경쟁력 수준이 높을수록 판매성과가 높으며 신기능의 특성에 따라 매출성과에 미친 효과는 다르게 나타났다. 제품별 온라인 고객평가 의견수가 많을수록 해당 제품의 매출성과는 높은 것으로 나타난 반면, 온라인 고객평가 점수는 매출성과에 유의 한 영향관계나 나타나지 않았다. 본 연구에서는 온라인 쇼핑몰 상황에서 신제품 매출성과 향 상을 위한 이론적 실무적 의의를 제시하고 향후 연구과제들을 제시하였다.

To achieve a differential advantage over competitors and protect their long-term interest, shipping lines have striven to find ways to maintain an ongoing relationship with shippers which can be achieved by attaining their loyalty. The benefits of loyal shippers are potentially huge in that they generate long-term revenue streams as well as provide cost savings as compared with attracting new shippers. Logistics service provided by shipping lines is identified as one of the effective tools for building customer loyalty. However, in a review of the literature none of the studies examine how logistics service creates customer loyalty, particularly between shipping lines and shippers. Consequently, the overarching purpose of this paper is to extend knowledge on logistics service performance and its relationship with customer loyalty in the unique context of maritime transport by proposing a new conceptual model based on an extensive literature review. The major contribution is to offer a new insight into the complex relationships between those 'soft' concepts in the context of maritime transport.