Purpose: The purpose of this research is to extend the current understanding of customer engagement by examining the impact of relationship bonding and relationship quality on customer engagement in value creation for online taxis.
Method: The type of research is based on to validate the hypotheses proposed in this research, which is a quantitative approach. Customer engagement has become an important metric for measuring the quality of relationships between brands and their customers. Despite this, there has been limited research into how relationship bonds affect the effectiveness of building such a relationship in online taxi services. In this research, a survey was deployed using the convenience method among 600 users of online transportation services in the city of Urmia, Iran to test the theoretical model. Structural equation modelling in software Amos 23 were used in this study to test the research hypotheses.
Findings: The findings showed that relationship bonding (financial, social, and structural) positively affects the quality of online relationships. Moreover, it was found that the quality of online relationships had a positive impact on all four aspects of customer engagement value (lifetime value, influence value, customer knowledge value, and customer referral value).
Conclusion: The research contributes to the existing literature on online taxi services by providing novel data that showcases the enhancement of customer engagement via relationship bonds and online relationship quality. Online taxi services have the capacity to implement open innovation frameworks, which facilitate heightened user interaction, the collection of creative concepts, and their seamless integration into operational processes. In this context, it is important to consider the provision of incentives to consumers who have effectively generated novel ideas as a means to enhance the breadth and depth of ideation.