Computers in Human Behavior 82 (2018) 124e135

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Computers in Human Behavior

journal homepage: www.elsevier.com/locate/comphumbeh

Full length article

How consumers become loyal fans on Facebook

Shiu-Li Huang*, Chieh-Ting Chen
Department of Business Administration, National Taipei University, No. 151, University Rd., San Shia District, New Taipei City, 23741, Taiwan, ROC

a r t i c l e i n f o a b s t r a c t

Article history: This study investigates the values consumers want to attain from brand fan pages and how the values
Available online 11 January 2018 and opportunities for co-creation lead to engagement in a fan page, a better customer experience and
greater loyalty. A conceptual model is developed to explain the whole process from a consumer becomes
Keywords: a fan, an engaged fan, to a loyal fan. We first use interviews with the laddering technique to discover the
Brand fan page values that drive consumers to use a brand fan page. Then, an Internet survey is conducted to collect data
Value
and test the proposed model. This study discovers the key values (i.e., self-respect, being well respected,
Co-creation
security, warm relationship with others, a sense of accomplishment, self-fulfillment, a sense of
Engagement
User experience
belonging, fun and enjoyment of life, convenience, and better service) consumers want to attain from the
Loyalty use of a brand fan page. Furthermore, values and co-creation positively drive consumers to engage in a
fan page and further generate better experience. User experience is a determinant of satisfaction and
loyalty. The findings can help companies manage their fan pages and understand how to create values for
consumers and lead them to be loyal.
© 2018 Elsevier Ltd. All rights reserved.

1. Introduction
According to Facebook's Q2 2017 earnings report, there are
2.01 billion monthly active users on Facebook, and more than 65
million businesses use Pages (Facebook, 2017). A “brand fan
page” is a profile used to represent the brand of a company. It
also refers to a community that allows fans and interested
members to gather together to chat about or get information
about the brand from the company. Many businesses have star-
ted to design strategies around social network marketing and
have found that fan pages on Facebook have potential value
(Wallace, Buil, de Chernatony, & Hogan, 2014). Therefore, how to
make Facebook users “Like” their brand fan pages and become
loyal fans is an important issue. Clicking “Like” allows a Facebook
user to join the fan page and become a fan. After that, the brand's
information will automatically appear on that user's Facebook
news feed, and the user's Facebook profile will display the fan
page as an “interest.” After becoming fan, a user can engage with
the fan page by liking, sharing, or commenting on the page's
posts. Fans can also invite their Facebook friends to join the fan
page, follow the page, and rate the brand to let others know that
this brand is recommended.
* Corresponding author.
E-mail address: slhuang@mail.ntpu.edu.tw (S.-L. Huang).
Little research has been done to identify the factors that drive
consumers to become fans and how these factors affect their loy-
alty. The extant literature has focused on the intention to continue
using fan pages (Lin & Lu, 2011), how consumer engagement with
self-expressive brands affects brand love and word-of-mouth
(Wallace, Buil, & de Chernatony, 2014), and Facebook fan typol-
ogy (Wallace, Buil, de Chernatony & Hogan, 2014). Jahn and Kunz
(2012) argued that consumer values lead to fan page participa-
tion, and such participation can contribute to brand loyalty.
Although several types of values were examined in Jahn and Kunz's
study, specific consumer values must be identified if businesses are
to better manage their fan pages. Heretofore, much less has been
known about which specific values brand fan pages offer to fans are
able to increase Facebook members' willingness to first become
fans of the brand, and then become loyal fans. In addition, Jahn and
Kunz did not consider the effects of co-creation and the user
experience.
Co-creation refers to the process of developing new products
with customers' participation (Füller, Hutter, & Faullant, 2011),
which means that customers participate in the creation of ideas
during the development process of the service or product. Nysveen
and Pedersen (2014) argued that the interaction and dialogue
elements of co-creation improve both the company's ability to
provide what consumers want and the consumers' ability to choose
or adapt services to fit their needs. The brand fan page is a platform
which enables fans and the company to interact and collaborate. On

https://doi.org/10.1016/j.chb.2018.01.006
0747-5632/© 2018 Elsevier Ltd. All rights reserved.
 S.-L. Huang, C.-T. Chen / Computers in Human Behavior 82 (2018) 124e135
the fan page, fans may discuss their experience of using the service
or product, and can also make suggestions for improvements. This
joint activity can help the company develop mutual knowledge
and understanding, and improve its service or products to fit
consumers' needs. We posit that co-creation activities between
fans and the company on the brand fan page can increase fans'
engagement with the page and further enhance fan loyalty.
Customer experience refers to the customer's subjective response
to interactions with the company: i.e., the communication
encounter, the service encounter, and the consumption encounter
(H. Kim & Choi, 2013; Meyer & Schwager, 2007). A brand fan page is a
touchpoint through which the company provides service and com-
municates with consumers; thus, the users' participation via the
page creates their experience. Prior studies have shown that loyalty
is determined by the customer experience (H. Kim & Choi, 2013;
Nysveen & Pedersen, 2014). The present study focuses on the
experience of using and interacting with fan pages and examines
how this experience mediates the relationship between user
participation on a fan page and user loyalty to the fan page service.
We address the following research questions.
(1) What particular values drive consumers to become fans?
(2) How do values influence fans' usage of and engagement with
fan pages?
(3) To what extent does value co-creation matter in driving
engagement with a fan page?
(4) How do fans' usage of and engagement with the fan page
affect their experience, and further influence their response
to the brand in terms of satisfaction, trust and service
loyalty?
(5) How does fans' loyalty to the brand fan page impact their
loyalty to the brand itself?
We use the laddering technique, a qualitative method, to
discover the key desired values that induce Facebook members to
click the “Like” button to join a brand fan page. The fan page
attributes that facilitate the attainment of these values are also
identified. By adopting uses and gratifications (U&G), co-creation,
and loyalty theories as our theoretical basis, a conceptual model
is developed to systematically explain how these values drive fans
to be loyal. We then conduct an Internet survey, a quantitative
method, to examine the proposed model and investigate the roles
of values, co-creation, and user experience in developing loyal fans.
2. Literature review and hypothesis development
2.1. The impact of values on fan page participation
Users’ participation on a fan page refers to their usage of and
engagement with the fan page (Jahn & Kunz, 2012). Usage intensity
refers to how frequently a user reads a fan page. Fan page
engagement is an interactive and integrative participation in the
fan page community, which includes writing comments about the
brand fan page on the page wall, rating the page, attending activ-
ities held by the page, and clicking the “Like” button for a post or
sharing it.
The relationships between values and fan page participation can
be explained by the U&G theory. This theory postulates that people
select and use media in order to satisfy specific needs and achieve
gratification. Fan pages are a form of social media that provides
certain values that drive people to use it. Jahn and Kunz (2012)
used U&G theory as the basis for their investigation into the
relationships between values, usage intensity, and brand fan page
engagement. They argued that fans will increase their usage of and
engagement with the brand fan page to attain the values they
125
want. As such, we propose the following hypotheses.
H1. The values offered by the brand fan page lead to fan page usage
intensity.
H2. The values offered by the brand fan page lead to fan page
engagement.
If fans read a brand fan page more frequently, there is more
contact between the fans and the page, which creates more
opportunities for interactions between the fans and the page.
Therefore, we propose the following hypothesis.
H3. Fan page usage intensity has a positive influence on fan page
engagement.
2.2. The impact of co-creation on fan page engagement
Co-creation can facilitate the accommodation of consumers'
needs, and can strengthen the consumer-company relationship
(Hoyer, Chandy, Dorotic, Krafft, & Singh, 2010). Consumers are now
able to easily convey their ideas to the company via fan pages. To
gain such favorable outcomes, value co-creation may drive fans
to engage with the fan page. Since value co-creation requires
interactions between consumers and the company (Gro €nroos,
2011), we can posit that a high level of co-creation results in a
high level of interaction with the fan page. On Facebook, members
who participate with the company to co-create value are going to
engage with the brand fan pages by liking, making comments
or sharing posts. Therefore, the level of participation in value
co-creation will influence brand fan page engagement.
H4. Co-creation has a positive influence on the strength of brand fan
page engagement.
2.3. The impact of fan page participation on the user experience
Customer experience is the response to the sum total of direct
and indirect encounters with the company. The quality of the
experience is determined by the outcome of the service encounter,
the interaction between the customer and the service provider, and
the interaction between the customer and other customers (H. Kim
& Choi, 2013). We use the term “user experience” instead of
“customer experience” to refer to a fan's perceptions and responses
resulting from the use of and interaction with the fan page. On a fan
page, user experience comes from not only the interaction between
a fan and the company but also the interaction between the fan, the
platform, and other fans. Therefore, the user experience on a fan
page is a consequence of using and engaging with the fan page.
Prior research has argued that users must engage in order to have a
fruitful and joyful experience, e.g., enjoyment (Papagiannidis,
Pantano, See-To, & Bourlakis, 2013). Customers' participation with
a brand influences their experience with the brand (Nysveen &
Pedersen, 2014). Thus, we posit that if fan page users increase
their use of and engagement with a fan page, they have a better
user experience. We propose the following hypotheses.
H5. Usage intensity has a positive influence on the user experience.
H6. Fan page engagement has a positive influence on the user
experience.
2.4. The impact of the user experience on service satisfaction, trust,
and loyalty
User experience can be viewed as the response to service quality
and interaction quality (H. Kim & Choi, 2013). Prior studies have
126 S.-L. Huang, C.-T. Chen / Computers in Human Behavior 82 (2018) 124e135
shown that service quality is a determinant of customer satisfaction
(Hartono & Raharjo, 2015; Quoquab, Abdullah, & Mohammad,
2016). Prior studies have also confirmed that brand experience
has a positive effect on brand satisfaction (Brakus, Schmitt, &
Zarantonello, 2009; Nysveen & Pedersen, 2014). It seems reason-
able to argue that user satisfaction with a fan page is achieved if the
user has a favorable experience with that page.
H7. The user experience has a positive influence on satisfaction.
A favorable experience provides sensory stimulations and
pleasure. Since consumers want to repeat favorable experiences,
such experiences have a positive influence on service loyalty
(Brakus et al., 2009; Sahin, Zehir, & Kitapçı, 2011). Service loyalty
refers to an individual's deeply held affective commitment to the
service (S. S. Kim & Son, 2009). If fans feel pleasure when stimu-
lated by the experience on the brand fan page, they are likely to be
more willing to repeat the experience and enjoy the service from
that page. Thus, we posit that the user experience influences ser-
vice loyalty.
H8. The user experience has a positive influence on service loyalty.
As the relationship between the customer and the brand is built,
the customer feels safe and trust develops. Customer satisfaction
following an experience with the brand will reduce the sense of
risk, and that influences customer trust (Selnes, 1998). The litera-
ture on relationship marketing has confirmed the interrelatedness
of trust, satisfaction and loyalty (Caceres & Paparoidamis, 2007;
Castan~ eda, 2011). Satisfaction and trust are indicators of relation-
ship quality, which is crucial to the strength of a relationship. The
closer the relationship, the higher the degree of loyalty (Selnes,
1998). Thus, we propose the following hypotheses.
H9. Satisfaction increases trust in the relationship.
H10. Satisfaction increases service loyalty.
H11. Trust increases service loyalty.
2.5. The impact of service loyalty on brand loyalty
Brand loyalty is characterized by a favorable attitude and repeat
purchasing (Dick & Basu, 1994; Oliver, 1999). Prior research has
suggested that brand loyalty is represented by word-of-mouth
(WOM) and the intention to purchase and repurchase (Jahn &
Kunz, 2012; S. S.; Kim & Son, 2009). We investigate whether fans
who have service loyalty will also exhibit brand loyalty, e.g., pur-
chase the brand's products or recommend the brand to other
people. By using and interacting with the fan page, fans can have a
favorable experience and develop service loyalty, which will
Fig. 1. Conceptual model.
eventually lead to an intimate relationship between the fan and the
company. Accordingly, loyal fans who are dedicated to establishing
a long-term relationship with the company will be willing to pur-
chase the product or to recommend it. We posit that a higher level
of service loyalty can increase brand loyalty. Thus, we hypothesize
as follows.
H12. Service loyalty increases the intention to purchase.
H13. Service loyalty increases the intention to perform WOM.
2.6. Research framework
Fig. 1 illustrates the constructs and relationships examined in
the study. The construct of values is a first-order reflective and
second-order formative construct. Other constructs are reflective.
We examine this model to explain how values and co-creation
drive consumers to engage with a brand fan page, have a favor-
able experience, and become loyal to the brand. According to the
U&G theory, people choose media to meet their needs to achieve
gratifications (values). It assumes that people are active consumers
of media and their media use is goal oriented. Values offered by
media can lead to media usage and engagement (Jahn & Kunz,
2012). Co-creation theory postulates that value co-creation stimu-
lates customers' engagement with the brand. Customer experience,
satisfaction, and loyalty are potential consequences of the
engagement (Nysveen & Pedersen, 2014). Satisfaction and trust are
major determinants of loyalty in relationship marketing. The trust
mediates the relationship between satisfaction and loyalty
(Castan~ eda, 2011). Loyalty is positively associated with purchase
and WOM (S. S. Kim & Son, 2009; Oliver, 1999).
To identify the values driving consumers to use the fan page, we
used interviews to discover the means-end chains. Means are the
physical aspects of objects (e.g., fan page attributes), and ends are
valued states of existence (e.g., happiness and security). A means-
end chain is a model to explain how consumers select a product
or service to facilitate the attainment of desired values. It repre-
sents the linkages between attributes (the means), the conse-
quences provided by the attributes, and the personal values (the
ends) the consequences reinforce (Gutman, 1982; Reynolds &
Gutman, 1988). The means-end chain can be used to help the
company to know the core values or gratifications provided by
the fan page, from the customer perspective. After identifying the
values, we conducted an Internet survey to collect data and
examine the proposed conceptual model using structural equation
modeling (SEM).
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3. Interview
Laddering is an in-depth, one-on-one interviewing technique.
This technique is commonly used in a means-end approach to
determine sets of linkages between attributes (A), consequences
(C), and values (V) (Reynolds & Gutman, 1988). The laddering
technique enables respondents to think about the connections
between the attributes of fan pages and the benefits and values
they want to attain.
3.1. Interview procedure
Smith (2016) reported that 42% of Facebook members are males.
The most frequent Facebook users are between the ages of 18 and
35. The respondents we chose were in line with the demographics
of Facebook users. In addition, we invited heavy users of Facebook
to be respondents to ensure the reliability of the interview out-
comes. We used snowball sampling to gather respondents from our
surroundings, who introduced their friends, who then also became
respondents. Respondents had to meet the following requirements:
(1) they must have at least one year of experience using Facebook,
(2) they must have joined at least two brand fan pages, and (3) they
must use Facebook every week.
Before the interviews, respondents who met the requirements
were asked to provide the names of the brand fan pages they chose
for their answers. This gave us a better understanding of how the
brand fan page works, allowing for a more fluid interview. As an
incentive, respondents received a gift card as a reward for partici-
pating in the interview.
Before the interview, we familiarized ourselves with some types
of personal values in order to identify respondents’ values. The list
of values (Kahle & Kennedy, 1989) identifies nine personal values:
self-respect, security, sense of accomplishment, sense of belonging,
being well-respected, warm relationships with others, self-
fulfillment, fun and enjoyment of life, and excitement. As a
training exercise, three sets of mock interviews were conducted by
each interviewer.
Each interview was attended by one main interviewer, one
transcriptionist and one interviewee. At the beginning of the inter-
view, the main interviewer outlined the interview procedure for the
interviewee. The interviewer and transcriptionist also double-
checked to ensure that the interviewee met the requirements.
Sound recordings were made of the entire procedure. After
ensuring that the interviewee's chosen fan page was, in fact, a kind
of brand fan page, we first asked what attributes and functions he
or she used on the page. Next, we asked deeper questions of the
interviewee in order to dig out the consequences of using those
functions. We continued to ask “why it is important to you?” to
encourage interviewees to think deeper until we finally determined
the values and developed the means-end chains. Based on the
interviewee's replies, once there were no more attributes used on
the brand fan page chosen in the beginning, we would ask the
interviewee whether he or she used other functions on other brand
fan pages. This allowed us to identify more attributes and means-
end chains. In the end, the interviewee was asked to review our
notes and confirm their accuracy.
3.2. Laddering analysis
The number of interviewees was 35 (21 females and 14 males).
Sixty percent of them were female, which accurately reflects the
gender distribution of Facebook members. All interviewees were
between 18 and 35 years old, which also reflects the ages of
the most frequent users of Facebook (Smith, 2016). Nineteen
interviewees were students, and the rest were office workers. Our
127
laddering analysis procedure was comprised of the following
steps.
First, we conducted a content analysis to classify each of the
attributes, consequences and values. Two coders ensured that each
element in the ladders was coded. Conflicts were resolve via
discussions between the two coders, and the final decision was
based on the definitions of the elements we set in the beginning.
The original version had 20 attributes, 22 consequences and 21
values.
Second, we classified these 21 values into the 9 values in the list
of values developed by Kahle and Kennedy (1989). To do so, we
invited 6 participants to do a card sorting exercise. Team 1 was
made up of 3 students, and Team 2 was made up of 3 office workers.
These participants were chosen because they had joined the
interviews. They not only understood how the values were devel-
oped, but were also familiar with brand fan pages. Two facilitators
hosted the card sorting activity. The participants in each team were
asked to classify all 21 values into the 9 values. We also listed one
category named “Other.” Values that participants could not classify
into the 9 value categories were placed in the “Other” category.
Before the values were sorted, the facilitators clarified their
definitions. During the card sorting, the participants held discus-
sions and expressed their opinions to resolve any conflicts. On
completion of the activity, we found three minor differences in the
results from the two teams, so we clarified the definitions and
described the situations to the participants to ensure there was no
misunderstanding. Finally, the participants in both teams reached
congruent results. Following the card sorting exercise, we identi-
fied 11 values: the nine values from the list of values and two more
values developed by our own process, called “Better Service” and
“Convenience.”
Third, we developed the implication matrix to count the
numbers of times the participants mentioned the connections
between the elements. Both direct and indirect connections are
represented in the matrix. A direct connection is defined as a
relationship between adjacent elements; otherwise, it is an indirect
connection.
The last step was to construct a hierarchical value map (HVM). In
order to identify important chains based on the number of linkages
between elements shown in the implication matrix, a cutoff
level can be set, usually somewhere between 3 and 5 (Pieters,
Baumgartner, & Allen, 1995; Reynolds & Gutman, 1988). We
chose the cutoff level of 4, based on the rule of thumb proposed by
Pieters et al. (1995). After eliminating the relations whose linkages
were fewer than 4, we built the HVM (shown in Fig. 2), thus
revealing the core values that consumers seek to attain when using
a brand fan page. Thicker arrows represent a greater number of
linkages between the elements. The definitions of the elements are
shown in the Appendix.
The HVM allows us to better understand how consumers attain
the respective values. Consumers attain self-respect (V43) when
they get new knowledge via browsing posts which they find
valuable. Consumers feel well respected (V44) and secure (V45)
when managers of the brand fan page provide them with customer-
oriented service and assure them that their personal information is
protected and other security requirements are met in Facebook
Messenger. Consumers care about having warm relationships with
others (V46), and they also focus on how to get helpful information
to make good shopping decisions (sense of accomplishment,
e.g., V48). Moreover, consumers attain self-fulfillment (V48) when
they provide WOM or encourage the company, both of which serve
as altruistic acts. Consumers attain an enhanced sense of belonging
(V49) from the resonance they feel with the brand fan page. When
consumers discover they share certain preferences with others,
some will consider themselves as part of the group. To get fun and
128 S.-L. Huang, C.-T. Chen / Computers in Human Behavior 82 (2018) 124e135
Fig. 2. Hierarchical value map.
enjoyment out of life (V50), consumers may participate in raffles or
discount activities to obtain gifts and premiums. Convenience
(V52) is achieved via using Facebook on their news feed to get the
latest information automatically. Furthermore, to get better service
(V53), consumers will express their comments and encourage the
company via WOM or star ratings.
Four core means-end chains are identifiable in the HVM (Fig. 3).
A brand fan page is a profile used to represent the brand of the
company and it is also a platform where Facebook members can
connect with the brand. Therefore, the most prominent chain is
“A01 Likes of Fan Page e C21 Getting the Complete Information e
V49 A Sense of Accomplishment.” Fans enter the timeline of the
brand fan page because they want information in order to make
better purchase decisions, and making better purchase decisions
gives fans a sense of accomplishment.
The popularity of e-WOM becomes obvious with the chain “A10
Browsing Fans' Messages e C35 Word-of-Mouth e V49 A Sense of
Accomplishment.” Some fans like to share their feeling and expe-
riences after using a product, so some fans browse other fans'
messages for WOM. Fans can also make better purchase decisions
via consulting others’ WOM, and making better purchase decisions
gives fans a sense of accomplishment.
Moreover, some fans like to join raffle activities held by brand
fan pages. The chain “A12 Raffle Activities e C29 Gifts and Pre-
miums e V50 Fun and Enjoyment of Life,” indicates that fans like to
get free gifts and premiums for fun and enjoyment.
The strength of social relationships on Facebook is indicated by
the chain “A17 Friends' Recommendation e C39 A Common Topic e
V48 Warm Relationship With Others.” Most of the interviewees
noted that they are more willing to click “Like” button to join a
brand fan page if their friends on Facebook are already fans of that
page. For Facebook members, the “Like” appears to serve as a
symbol indicating positive WOM. Members who discover their
friends’ recommendation may also join the brand fan page in order
to share this common topic with their friends. By keeping in touch
via this aspect of social media, and having the common topic of the
brand fan page, these members attain the desired warm relation-
ship with others and enhance their friendship.
4. Internet survey
The outcome of the HVM indicates the values that drive con-
sumers to join a brand fan page. We put those values into our
research model in order to perform the quantitative survey. The
operational definitions of the constructs are shown in Table 1.
 S.-L. Huang, C.-T. Chen / Computers in Human Behavior 82 (2018) 124e135 129

Fig. 3. Core means-end chains.

Table 1
Operational definitions of constructs.

Construct Definition Reference

Values Desirable end-states of existence, which play a dominant role in guiding choice patterns Gutman (1982)
Usage Intensity The frequency of reading the brand fan page Jahn and Kunz (2012)
Fan Page Interactive and integrative participation in the brand fan page community Jahn and Kunz (2012)
Engagement
Value Co-Creation The degree to which fans actively participate with the seller in improving existing solutions or finding new Nysveen and Pedersen (2014)
solutions to create more value both for the fan and the seller
User Experience A fan's perceptions and responses that result from the use of the brand fan page Partala and Saari (2015); ISO (2010)
Satisfaction A fan's favorable feelings toward the service from the brand fan page S. S. Kim and Son (2009)
Trust A fan's willingness to rely on the brand fan page Sahin et al. (2011)
Service Loyalty An individual's deeply held affective commitment to the service S. S. Kim and Son (2009)
Purchase Intention The degree to which an individual intends to buy a specific brand or product Hosein (2012)
WOM Intention The degree to which an individual intends to recommend the fan page service and the brand S. S. Kim and Son (2009)

4.1. Measurement development
This study used five-point Likert scales to measure the con-
structs, where 1 indicates “strongly disagree,” 3 indicates “neutral,”
and 5 indicates “strongly agree.” The construct of values was
conceptualized as a second-order formative, first-order reflective
multidimensional construct. The dimensions of values are the ten
values identified in the interviews. The measurement items of the
ten values were developed based on the interviewees’ responses.
The other constructs were measured using items adapted or
adopted from previously published studies. Items for measuring
value co-creation were adapted from Nysveen and Pedersen (2014).
Usage intensity and fan page engagement were measured using
items adopted from Jahn and Kunz (2012). The items measuring
user experience were adapted from H. Kim and Choi (2013).
Satisfaction and service loyalty were measured using the scales
adapted from S. S. Kim and Son (2009). Items for measuring trust
were designed on the basis of Yoon (2009). Purchase intention was
measured using the scale adapted from Jahn and Kunz (2012), and
items of WOM intention were designed based on Wallace, Buil, and
de Chernatony (2014).
4.2. Pilot test
We conducted a pilot test to ensure the appropriateness of the
questionnaire. In the pilot test, data were collected from a conve-
nience sampling. Respondents were invited from our surroundings
who had joined at least one brand fan page. They were asked to
provide the website addresses of the brand fan page to ensure the
response is valid. A total of 63 people participated, and 62
responses were valid. We tested the reliability and validity of the
scales. One of the factor loadings of Being Well Respected was less
than 0.7, and Cronbach's alpha value of Self Respect was less
than 0.7. Both of the constructs are designed originally from the
interviews, so we modify the item wording of these two constructs
for the main survey in accordance with the participants' feedback.
4.3. Main survey
Based on the feedback of the pilot test, we modified some items
and developed a new version of the questionnaire for the main
survey. Moreover, we added one trap question to test whether
participants were answering the survey carefully. To conduct the
survey, we used an online questionnaire to collect data, allowing
Facebook members to participate in the survey. The survey was
conducted using judgmental sampling by posting the announce-
ment of the online questionnaire in e-shopping related groups or
forums on the most popular online communities in Taiwan, con-
taining Facebook, Plurk (a popular micro-blogging service in
Taiwan), and PTT (the largest and most well-known bulletin board
system in Taiwan).
The announcement stated the purpose of the study and the
qualifications (they must have a Facebook account and joined at
least one brand fan page) for participating in the survey. Partici-
pants were informed that, to preserve confidentiality, their
responses would remain anonymous and would be used for
130 S.-L. Huang, C.-T. Chen / Computers in Human Behavior 82 (2018) 124e135

academic purposes only. Forty lucky respondents whose responses
were complete and valid were chosen to win a convenience store
gift card as a reward. In addition to asking for responses to the
scales and demographic data, we asked respondents to note the
website addresses of the fan pages and indicate the kinds of ser-
vices or products the fan pages provided. SPSS 20.0 and SmartPLS
2.0 were used to analyze the collected data.
5. Data analysis and results
5.1. Sample description
The sample consists of 351 participants. People who had
participated in the pilot test were prohibited from participating in
the main test. In addition, we checked the trap question (“Actually, I
do not join any brand fan page”) and deleted the ineffective
responses. As a result, the effective sample size is 300. The
demographic data is shown in Table 2. Table 3 shows the products
or services provided by the companies of the fan pages.
5.2. Measurement model
We eliminated one item of value co-creation (the seller
encourages fans to create solutions together) because its factor
loading was less than 0.7. As Table 4 indicates, all Cronbach's alpha
values are greater than 0.7, all values of the average variance
extracted (AVE) of the constructs are higher than 0.5, and all the
values of composite reliability (CR) are greater than 0.7, so the
reliability is good. The factor loadings of all items are greater than
0.7, and all item-total correlations (ITC) are greater than 0.3, so the
convergent validity is good. In the correlation matrix (Table 5), the
diagonal line of correlation matrix represents the square roots of
the AVE, which are greater than the inter-construct correlation
coefficients (Chin, 1998). The results suggest that the desired
discriminant validity is also achieved.
5.3. Testing of the research model and hypotheses
This study used SmartPLS with a PLS bootstrapping algorithm
(number of resamples ¼ 5000). The construct of values is concep-
tualized as a second-order formative, first-order reflective multi-
dimensional construct. The dimensions of values are the ten values
discovered in the interviews. We used the two-stage approach
(Becker, Klein, & Wetzels, 2012) to estimate the model because we
focused on the relationships between higher-order constructs. The
results of all path coefficients and explained variances are shown in
Fig. 4.
All the relationships between the constructs are significant and
positive except for the relationship between satisfaction and
service loyalty. As indicated, satisfaction indirectly stimulates
service loyalty through trust. Thus, H10 is not supported. The
remaining hypotheses are confirmed, which means that when a fan
page provides more values that fans desire, and jointly creates
value with fans, the fans’ usage intensity and fan page engagement
increase. Fans who intensely use and engage with the brand fan
page will have a better user experience, which enhances their
satisfaction, trust, and service loyalty. Lastly, service loyalty leads to
brand loyalty, i.e., fans are more willing to purchase and provide
positive WOM.

Table 2 5.4. Second-order constructs

Sample demographics.

Attribute Category Frequency Percent As Fig. 5 depicts, the relationships between first- and second-
Gender Male 63 21.0% order constructs are strongly significant. The path coefficients
Female 237 79.0% from the dimensions to the aggregate second-order construct are
Age 16  age <20 68 22.7% weights that indicate the relative importance of each dimension.
21  age <25 136 45.3%
The results show that the sense of belonging and being well respected
26  age <30 82 27.3%
31  age <35 3 1.0% are the major values in the structural mode. Other values also play
36  age <40 11 3.7% important roles.
Education Senior High School 8 2.7%
University Degree 240 80.0% 5.5. Common method variance
Master's Degree/Doctorate 52 17.3%
Occupation Business and Financial 17 5.7%
Catering, Leisure, or Service 26 8.7% Common method variance (CMV) might have been a concern in
Information and Technology 12 4.0% this study because both dependent and independent variables
Manufacturing 12 4.0% were collected simultaneously from the same respondents. We
Teaching 5 1.7%
adopted the PLS marker variables approach to diagnosing and
Student 172 57.3%
Government Functionary 6 2.0%
€ nkko
controlling for CMV (Ro € & Ylitalo, 2011). We used the items of
Freelancer/Household 19 6.3% fashion consciousness and fantasizing as marker indicators
Unemployed 14 4.7% (Malhotra, Kim, & Patil, 2006) to create a method factor.
Other Industry 17 5.7% We calculated the mean correlation between the marker items
and the study items. The mean correlation is less than 0.05, which
means that method variance is not an issue in our data. Next, the
Table 3 method factor was added into the model as an exogenous variable
Industry distribution.
predicting each endogenous variable. We compared the model with
Industry (Products or Services) Frequency Percent the method factor to the baseline model and found that no signif-
Clothing Items and Accessories 68 22.7% icant path in the baseline model changes to insignificant in the
Graphic Creation 56 18.7% method factor model. Thus, we conclude that there is not a CMV
Food Service 49 16.3% problem in the data.
Group Shopping 20 6.7%
Makeup and Skin Care Products 18 6%
3C Technology 14 4.7% 6. Discussion and implications
Retail 13 4.3%
Magazines and Media 12 4% 6.1. Major findings
Sports 10 3.3%
Other 39 13%
This study enhances our understanding of the procedure
 S.-L. Huang, C.-T. Chen / Computers in Human Behavior 82 (2018) 124e135 131

Table 4
Factor analysis result.

Construct Item Wording Factor Item-Total

Loading Correlation

Values: Self Respect (VSR) 1. The new information and knowledge attained from the brand fan page improve my 0.94 0.55
Alpha ¼ 0.86 value.
AVE ¼ 0.87 2. The new information and knowledge attained from the brand fan page improve my 0.93 0.48
CR ¼ 0.93 ability.
Values: Being Well Respected (VBWR) 1. With the brand fan page, I can make a good impression on other people. 0.88 0.55
Alpha ¼ 0.88 2. With the brand fan page, I can get other people's identity. 0.91 0.55
AVE ¼ 0.81 3. With the brand fan page, I can be well respected by other people. 0.91 0.55
CR ¼ 0.93
Values: Security (VS) 1. I think the brand fan page attaches importance to my personal privacy. 0.96 0.47
Alpha ¼ 0.93 2. I think the brand fan page protects personal information appropriately. 0.97 0.50
AVE ¼ 0.93
CR ¼ 0.96
Values: Warm Relationship (VWR) 1. The brand fan page improves my relationship with others. 0.95 0.55
Alpha ¼ 0.9 2. The brand fan page develops the relationship between others and me. 0.95 0.55
AVE ¼ 0.91
CR ¼ 0.95
Values: A Sense of Accomplishment (VA) 1. The brand fan page helps me make the correct purchase decision. 0.91 0.35
Alpha ¼ 0.8 2. When I buy desired products through the brand fan page, it gives me a sense of 0.91 0.36
AVE ¼ 0.83 accomplishment.
CR ¼ 0.91
Values: Self-Fulfillment (VSF) 1. I share good things with my friends through the brand fan page. 0.85 0.49
Alpha ¼ 0.76 2. I take the initiative to share something helpful with my friends through the brand 0.94 0.54
AVE ¼ 0.8 fan page.
CR ¼ 0.89
Values: The Sense of Belonging (VB) 1. I think I am one of the members of the brand fan page. 0.87 0.63
Alpha ¼ 0.71 2. I agree with the brand idea of the brand fan page. 0.68 0.54
AVE ¼ 0.63 3. I am willing to interact with the manager of the brand fan page. 0.82 0.58
CR ¼ 0.83
Values: Fun and Enjoyment of Life (VFEL) 1. Getting a bonus through the brand fan page gives me pleasure. 0.71 0.43
Alpha ¼ 0.73 2. Getting something helpful via the brand fan page makes me happy. 0.83 0.50
AVE ¼ 0.64 3. I get fun and enjoyment out of life through the brand fan page. 0.85 0.52
CR ¼ 0.84
Values: Convenience 1. Getting brand information from the brand fan page makes things convenient. 0.87 0.31
(VC) 2. Getting brand information from the brand fan page is fast. 0.91 0.30
Alpha ¼ 0.88 3. Getting the brand information with the brand fan page saves my time. 0.91 0.36
AVE ¼ 0.8
CR ¼ 0.92
Values: Better Service (VBS) 1. I hope the brand fan page can operate sustainably. 0.87 0.44
Alpha ¼ 0.78 2. I hope the brand can provide more new products or services through the brand fan 0.80 0.43
AVE ¼ 0.7 page.
CR ¼ 0.87 3. I hope the brand fan page can realize the concept of the brand. 0.84 0.42
Value Co-Creation (VCC) 1. I often express my personal needs to the seller. 0.81 0.45
Alpha ¼ 0.89 2. I often suggest how the seller can improve its services or products. 0.84 0.40
AVE ¼ 0.69 3. I participate in decisions about how the seller offers its service or products. 0.83 0.48
CR ¼ 0.92 4. I often find solutions to my problems together with the seller and fans on this fan 0.86 0.54
page.
5. I am actively involved when the seller develops new solutions for me. 0.79 0.52
Usage Intensity (UI) 1. I frequently read this fan page. 0.91 0.64
Alpha ¼ 0.87 2. I often read this fan page. 0.92 0.59
AVE ¼ 0.79 3. I regularly read this fan page. 0.85 0.56
CR ¼ 0.92
Fan Page Engagement (FPE) 1. I am an integrated member of this fan page community. 0.81 0.54
Alpha ¼ 0.92 2. I am an engaged member of this fan page community. 0.87 0.65
AVE ¼ 0.75 3. I am an active member of this fan page community. 0.91 0.56
CR ¼ 0.94 4. I am a participating member of this fan page community. 0.90 0.60
5. I am an interacting member of this fan page community. 0.85 0.56
User Experience (UEXP) 1. I would say that the experience at/with this fan page is excellent. 0.89 0.67
Alpha ¼ 0.89 2. I believe that we get superior experience at this fan page. 0.92 0.67
AVE ¼ 0.91 3. I think the entire process of this fan page is excellent. 0.90 0.70
CR ¼ 0.93
Satisfaction (SAT) 1. I am content with the services provided by the fan page. 0.92 0.65
Alpha ¼ 0.9 2. I am satisfied with the services provided by the fan page. 0.94 0.64
AVE ¼ 0.84 3. What I get from using the fan page meets what I expect for this type of service. 0.89 0.58
CR ¼ 0.94
Trust 1. This fan page is reliable. 0.94 0.61
Alpha ¼ 0.93 2. This fan page is trustworthy. 0.96 0.59
AVE ¼ 0.88 3. I trust this fan page. 0.91 0.60
CR ¼ 0.96
Service Loyalty (SL) 1. I consider myself to be highly loyal to the brand fan page. 0.91 0.71
Alpha ¼ 0.89 2. I feel loyal to the brand fan page. 0.93 0.69
AVE ¼ 0.82 3. It means a lot to me to continue to use the brand fan page. 0.88 0.73
CR ¼ 0.93
Purchase Intention (PI) 1. I intend to remain loyal to this brand in the future. 0.86 0.67
Alpha ¼ 0.82 2. I will not stop buying/supporting this brand. 0.82 0.52
(continued on next page)
132 S.-L. Huang, C.-T. Chen / Computers in Human Behavior 82 (2018) 124e135

Table 4 (continued )

Construct Item Wording Factor Item-Total

Loading Correlation

AVE ¼ 0.73 3. I think of myself as a loyal consumer/supporter of this brand. 0.88 0.64
CR ¼ 0.89
WOM Intention (WOM) 1. I click “Like” for this brand in order to talk up this brand to my friends. 0.91 0.64
Alpha ¼ 0.87 2. I click “Like” for this brand in order to give this brand fan page a lot of positive 0.88 0.62
AVE ¼ 0.79 word-of-mouth online.
CR ¼ 0.92 3. I recommend this fan page to friends and family on Facebook. 0.87 0.63

Table 5
Descriptive statistics and correlation matrix.

Construct Mean SD VA VBS VBWR VC VFEL VS VSF VSR VB VWR FPE PUR SAT SL Trust UEXP UI VCC WOM

VA 3.72 0.77 0.91

VBS 4.31 0.50 0.26 0.84
VBWR 3.21 0.72 0.16 0.19 0.90
VC 4.08 0.65 0.51 0.34 0.05 0.90
VFEL 4.04 0.56 0.31 0.49 0.32 0.32 0.80
VS 3.73 0.67 0.28 0.34 0.24 0.22 0.34 0.96
VSF 3.81 0.78 0.22 0.30 0.30 0.25 0.38 0.38 0.89
VSR 3.41 0.79 0.19 0.22 0.58 0.17 0.20 0.22 0.27 0.93
VB 3.72 0.61 0.33 0.39 0.56 0.23 0.55 0.41 0.42 0.45 0.79
VWR 3.43 0.83 0.10 0.23 0.50 0.10 0.34 0.23 0.41 0.38 0.51 0.95
FPE 2.69 0.80 0.20 0.11 0.51 0.10 0.23 0.27 0.35 0.41 0.49 0.36 0.87
PUR 3.84 0.58 0.38 0.46 0.34 0.37 0.52 0.41 0.41 0.32 0.49 0.38 0.39 0.86
SAT 3.94 0.60 0.22 0.49 0.30 0.26 0.55 0.37 0.40 0.28 0.45 0.40 0.31 0.59 0.94
SL 3.58 0.71 0.23 0.45 0.47 0.23 0.51 0.40 0.46 0.43 0.60 0.45 0.49 0.73 0.61 0.91
Trust 4.11 0.58 0.24 0.55 0.30 0.31 0.48 0.46 0.40 0.28 0.44 0.32 0.27 0.53 0.64 0.58 0.94
UEXP 3.76 0.66 0.20 0.41 0.43 0.19 0.54 0.37 0.45 0.42 0.59 0.51 0.44 0.54 0.76 0.67 0.56 0.90
UI 3.54 0.76 0.20 0.41 0.38 0.24 0.40 0.27 0.40 0.39 0.49 0.39 0.48 0.48 0.46 0.56 0.39 0.56 0.89
VCC 2.65 0.71 0.21 0.15 0.41 0.11 0.21 0.28 0.34 0.39 0.43 0.38 0.69 0.33 0.26 0.38 0.22 0.37 0.39 0.79
WOM 4.02 0.55 0.23 0.51 0.45 0.23 0.54 0.36 0.48 0.29 0.55 0.41 0.33 0.61 0.63 0.63 0.62 0.61 0.47 0.31 0.89

The diagonal line of the correlation matrix (in boldface) represents the square root of AVE.

Fig. 4. PLS analysis of research model.

Fig. 5. Coefficients between first- and second-order constructs.

 S.-L. Huang, C.-T. Chen / Computers in Human Behavior 82 (2018) 124e135
wherein members become fans and subsequently engage with
the brand fan page, and how fans' engagement with the page
influences their experience and loyalty. Most of the hypotheses are
confirmed, which indicates that attaining certain values can make
fans willing to use and engage with the brand fan page. Such fans
will be more satisfied with the brand fan page when they have a
better user experience, and this satisfaction and positive experi-
ence subsequently increase the fans’ trust and service loyalty,
which stimulates purchase intention and WOM intention.
However, the relationship between satisfaction and service
loyalty is not significant. One possible reason is that trust mediates
that relationship (Caceres & Paparoidamis, 2007). We performed a
Sobel Test and found that trust completely mediates the relation-
ship between satisfaction and service loyalty (t ¼ 4.35, p < .001). In
the context of a brand fan page, satisfaction indirectly influences
service loyalty via trust.
Furthermore, we confirmed that value co-creation enhances the
user experience and fan page engagement. According to Nysveen
and Pedersen (2014), engagement may mediate the effect of
co-creation on experience. However, they did not test this. We
performed a Sobel Test to examine how fan page engagement
mediates the relationship between value co-creation and user
experience, and the result confirms that this mediation effect is
complete (t ¼ 5.15, p < .001). In contrast to Jahn and Kunz (2012),
we tested to see whether user experience mediates the relationship
between user participation and loyalty. The results show that user
experience partially mediates the relationship between usage
intensity and service loyalty (t ¼ 3.92, p < .001), as well as the
relationship between fan page engagement and service loyalty
(t ¼ 3.24, p < .01).
6.2. Theoretical implications
In this study, we discovered why a consumer becomes a fan and
how that fan will subsequently behave. We developed a conceptual
model to explain the entire process by which a consumer becomes
a fan, then an engaged fan, and finally a loyal fan. Previous studies
based on U&G theory considered the general values of being a fan
page member (Jahn & Kunz, 2012), and some studies explored the
uses and gratifications in the context of social media and social
networking sites (Pai & Arnott, 2013; Raacke & Bonds-Raacke,
2008). Our study found the core values which Facebook members
pursue on brand fan pages. We also identified the fan page attri-
butes that facilitate the attainment of these values. Additionally, we
developed a conceptual model for understanding how these values
drive fans to be loyal.
To the best of our knowledge, this is the first study to combine
qualitative interviews with a quantitative survey to extract the core
values that drive Facebook members to be loyal fans. We discovered
particular values for fan pages rather than using general, domain-
independent, values, e.g., functional value and hedonic value as
selected by Jahn and Kunz (2012). Our deep interviews using the
laddering technique revealed the means-end chains, which clearly
depict how fans attain the values. Thus, we can more precisely
understand the linkages between fan page attributes and the
desired values.
The positive impact of value co-creation on fan page engage-
ment has been confirmed. Value co-creation has also been shown
to further enhance the user experience. Our study highlights the
importance of co-creation in fan page management. Furthermore,
in contrast to Jahn and Kunz (2012), our study identified the role of
133
user experience in fan page management as a key determinant of
fans’ satisfaction and loyalty. We also confirmed that the user
experience mediates the relationship between user participation
and loyalty.
6.3. Practical implications
The HVM shows the kinds of values that are important to fans,
and indicates the fan page attributes that enable users to attain
these values. Most members desire more information on the brand
and will continue to follow the development of the brand for the
sake of convenience. Thus, they are willing to join the brand fan
page. Therefore, the first stage question for brand fan page man-
agers is how to catch the eye of Facebook members at the first point
of contact in order to pique their interest in the brand. To ensure
that fans have access to brand information, businesses must over-
come the obstacle of the changing Facebook algorithm, which adds
the factors of newsfeed ranking based on clicks and time spent
viewing (Blank & Xu, 2016). Changes in this algorithm may
decrease the exposure of brand fan page postings. We suggest that
managers increase the budget for boosting their brand's fan page
and provide a better user experience for fans to ensure that their
ranking is high enough to allow the page to show on fans' news-
feeds. This allows the brand's fans to attain the value of
convenience.
We suggest that managers hold some interesting activities with
incentives or premiums so that fans will attain the value of fun and
enjoyment of life and feel a sense of accomplishment. In addition to
raffles and discount activities, we suggest that managers hold
activities that encourage fans to co-create value with the brand,
leading the fans to engage with the brand fan page more intensely.
From the perspective of values and value co-creation, fans are
willing to engage with the brand fan page in order to attain the
desired values. Managers should invite fans to participate in
decisions that relate to fans' values. Managers can also encourage
fans to provide suggestions for new products and show their
preferences regarding the service. The motivation to get better
service and feel a sense of belonging can drive fans to engage with
the fan page. The company can also solve fans’ problems or develop
new services which fans actually want, thus cultivating active fans
on the brand fan page.
In order to allow fans to attain self-respect and a warm rela-
tionship with others, we suggest that managers publish valuable
information such as new knowledge related to the brand and
products. Fans are more willing to share with others and discuss a
common topic when the information is helpful to their friends.
Furthermore, managers should keep providing fans with good
service and reliably protect financial and personal information,
ensuring that their fans feel secure and well respected.
6.4. Limitations and future research
The results of this study are limited because the dataset used
does not represent all industries. The industry distribution of brand
fan pages is shown in Table 3. Brands from different industries
might operate their fan pages differently. Moreover, different fan
page operations may induce fans to pursue different values. Future
studies can compare fans’ values and behavior in different
industries. In addition, this study considered only Facebook Pages.
Future research may benefit from comparing other alternatives to
Facebook Pages.
134 S.-L. Huang, C.-T. Chen / Computers in Human Behavior 82 (2018) 124e135

Appendix A

Table A1
Definitions of elements.

ID Element Definition

A01 Likes of Fan Page Enter the timeline of the brand fan page where fans can read all the profiles on timeline.
A02 News Feed The posts of the brand fan page show on fans' news feed.
A03 Notification When the company posts any information on the brand fan page, the fan will receive the notification.
A04 Browsing Posts Browse information such as posts, images and videos provided by the company on the brand fan page.
A05 Likes of Posts Click the “Like” button under the posts to express feelings.
A06 Comments Leave comments under the posts.
A07 Tag Friends Tag friends' names under the posts so that those friends will get the notification.
A08 Comments on Fan Page Leave comments (on the brand fan page) which will be shown on the left side of the timeline on the brand fan page.
A09 Sharing Click the “Share” bottom to share the posts via Messenger, or share on one's own timeline or group.
A10 Browsing Fans' Messages Browse other fans' comments and replies.
A11 Interaction With Oher Fans Interact with other fans, e.g., reply to other fans' comments under the posts.
A12 Raffle Activities The company holds a game of chance in which lucky fans receive some premium.
A13 Discount Activities The company announces information about discount offers via the brand fan page.
A14 Activities of Free Shipping The company holds an event in which fans who participate can purchase items and incur no shipping fees.
A15 Experience Activities The company announces free trial activities on the brand fan page.
A16 Voting Activities The company invites fans to participate in decision making by casting a vote.
A17 Friends' Recommendations One learns about the brand fan page via recommendations from friends (i.e., a friend shares the page on Facebook or in private, or
clicks the “Like” button so that this action appears on one's newsfeed).
A18 Number of Fans This is the number of members (i.e., fans) listed on the timeline of the brand fan page.
A19 Star Ratings Facebook members give star ratings to the brand fan page.
A20 Messenger Contact with the company is conducted via Facebook Messenger.
C21 Getting the Complete Complete posting information such as videos, product information, and news regarding discounts, is received.
Information
C22 Getting the Information Fans passively receive the information pushed by the company, so that fans do not have to search for the information.
Automatically
C23 Getting the Latest Fans are able to get the latest information firsthand.
Information
C24 For Notes Facebook automatically records all behaviors of members. If needed, they can extract the record.
C25 Asking for Others' Advice Obtain others' advice.
C26 Expressing Preferences Express one's sentiment orientation to a specific object and how much one likes it.
C27 Encouraging the Company Express support for the company and give the company some encouragement.
C28 Sharing to Others Share the information with others to let them know about it so they will notice it.
C29 Gifts and Premiums Obtain free premium and gifts.
C30 Discount Obtain discount offers and coupons.
C31 Saving Money Save money and decreases spending.
C32 Understanding the Company Understand the company more completely.
Deeply
C33 Providing Feedback Express feelings and opinions to the company so that the company will make improvements.
C34 Calling on Everyone to Join Call on everyone to join the activity; invite everyone to participate together in the activity.
C35 Word-of-Mouth Make positive or negative reviews of the company or the products.
C36 Helpful for Friends Support friends or gives them a hand.
C37 A Common Topic Mutually share a given subject or a similar interest.
C38 The Sense of Resonance Reflect on one's own experience and feel touched.
C39 Learning New Knowledge This is the acquisition of new and helpful knowledge such as new fashion information.
C40 Making Trust Increase trust in the company.
C41 Supporting Public Welfare Express support for the wellbeing of the public.
C42 Experiencing the Service Consumers consume the service or products provided by the company.
V43 Self-Respect One feels like one is behaving with honor and dignity, or has pride in oneself.
V44 Being Well Respected One feels like one is being treated fairly and sincerely, which requires the cooperation of others.
V45 Security One feels like one is safe and free of danger, i.e., protected from physical harm, financial protection, and forethought, and having
people in one's life whom one can count on for support.
V46 Warm Relationship With Experience warm friendships and congenial friends.
Others
V47 A Sense of Accomplishment One feels like one has achieved something great, e.g., intrinsic rewards received from work.
V48 Self-Fulfillment One feels like one's potential is actualized, which can be conceptualized as high self-esteem via altruism and the accomplishment
of goals.
V49 A Sense of Belonging Be accepted as a natural member of something.
V50 Fun and Enjoyment of Life Feel pleasure regarding one's life. Benefits include increased happiness and enjoyment of life.
V51 Excitement This is the state of being excited, a feeling of eager enthusiasm and interest.
V52 Convenience This is regarding time savings, the quality of being convenient or efficient.
V53 Better Service The company continues to improve the products or services provided.

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