Gift or threat? An examination of voice of the customer: The case of MyStarbucksIdea.com

作者：

Highlights：

• We classify the types of customer expectations in voice of customers (VOCs) based on Expectancy Disconfirmation Theory.

• VOC has different effect on brand community interaction and organizational innovation depending on its type.

• Opinion leader engagement affects positively the brand community interaction.

• Relationships between customer expectations and a brand community interaction are moderated by negative valence of VOC.

摘要

•We classify the types of customer expectations in voice of customers (VOCs) based on Expectancy Disconfirmation Theory.•VOC has different effect on brand community interaction and organizational innovation depending on its type.•Opinion leader engagement affects positively the brand community interaction.•Relationships between customer expectations and a brand community interaction are moderated by negative valence of VOC.

论文关键词：Voice of the customer (VOC),Expectancy Disconfirmation Theory,Online brand community,Open innovation,MyStarbucksIdea.com,Zero-inflated negative binomial model

论文评审过程：Received 11 March 2013, Revised 28 January 2014, Accepted 11 February 2014, Available online 12 March 2014.

论文官网地址：https://doi.org/10.1016/j.elerap.2014.02.001