Interactions in virtual customer environments: Implications for product support and customer relationship management
Abstract
Virtual customer environments (VCE), which provide services ranging from online discussion forums to virtual design toolkits, enable firms to involve their customers in innovation and value creation. Evidently, companies can benefit from operating such VCEs; however, most firms do not seem to attach sufficient importance to the nature of customers’ interactions in the VCE. In this study, we examine two critical implications of customers’ interactions in a product-support focused VCE. First, we suggest that customers’ perceptions of interaction-based benefits will shape their future participation in product support in the VCE. Second, customers’ interactions will also generate changes in their affective states, and these, in turn, influence their attitude towards the firm. Our empirical work provides broad support for the study hypotheses and implies the need for firms to carefully design and implement VCEs that facilitate positive interaction experiences for customers. Implications with respect to customer value co-creation and customer relationship management are discussed.
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- Authors
- Nambisan, S., & Baron, R. A.
- Affiliations
- Rensselaer Polytechnic Institute (US)
- Corresponding author
- Nambisan, Satish
- Baron, Robert A.
- Venue
- Journal of Interactive Marketing
- Publisher
- SAGE Publications
- Published
- 2007-05
- Volume
- 21
- Issue
- 2
- Pages
- 42-62
- ISSN
- 1094-9968 (ISSN-L)
- 1520-6653
- OpenAlex
- W2045721947
- Semantic Scholar
- 7bc27dcac261437ea899b8be2ca5cb6d5c85c0b8
- Cited by
- 686
- References
- 66
- Citations by year
- 2026: 9 · 2025: 24 · 2024: 24 · 2023: 37 · 2022: 44 · 2021: 50 · 2020: 44 · 2019: 50 · 2018: 59 · 2017: 60 · 2016: 44 · 2015: 58 · 2014: 48 · 2013: 35 · 2012: 22
- FWCI
- 61.27
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Interactive Marketing (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Service and Product Innovation
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
- Keywords
- customer interaction, product support, customer relationship management, customer value co-creation, customer participation, affective states, consumer attitudes, online forums
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
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