Customer Engagement and Decision to Watch Indonesian Films in Cinemas: A Relationship Marketing Perspective

Customer Engagement reflects the extent of interaction between audiences and film products, serving as a key element within the movie industry. Various determinants such as lead actors, movie genres, movie ratings, and online reviews affect viewers intentions to watch films in theaters. This research investigates how customer engagement mediates the influence of these determinants on the intention to watch Indonesian films in cinemas. A quantitative research design was adopted, involving a survey of 315 respondents. The data were processed using the Structural Equation Modeling (SEM) technique with the SmartPLS program to assess the relationships among variables. The results indicate that lead actors, film genres, movie ratings, and online reviews significantly enhanced customer engagement. Customer engagement positively and significantly affected individuals decisions to watch Indonesian movies. It was also found to significantly mediate the effect of these variables on the decisions to wacth movies. This research contributes to relationship marketing theory by emphasizing the importance of customer engagement in developing strong and loyal consumer relationships. Additionally, it enriches consumer behavior literature by explaining the effect of customer engagement on the decisions to watch movies, offering practical implications for film marketers in formulating effective promotional and audience engagement strategies.

Online reviews have become an important source of information when online shoppers purchase products on shopping sites. Many researchers examined how online reviews affect the credibility of website and shopper’s purchase intentions. However, minimal studies have been conducted regarding how the credibility of website and purchase intentions are differently affected by the extent to which customers are engaged in online reviews. Therefore, this study aimed to examine the impact of customer engagement in online reviews on website credibility and purchase intentions. A total of 403 students completed questionnaires measuring Customer Engagement in Online Reviews, Website Credibility, and Online Purchase Intentions. One-way MANOVA was conducted to test how website credibility and online purchase intentions are affected by a level (low, medium, and high) of customer engagement in online reviews. The results of the study revealed that there were significant multivariate effects of the level of customer engagement in online reviews on website credibility and online purchase intentions. The study also found customer engagement in online reviews positively predicted website credibility, and website credibility significantly predicted online purchase intentions. This study provides online retailers and marketers with practical implications regarding relationship management through online reviews. Keywords: Customer engagement, online reviews, website credibility, purchase intentions DOI: 10.7176/JMCR/76-03 Publication date: February 28 th 2021

This research examines the effect of e-commerce live streaming services and customer engagement on customer loyalty at Shaqila Baby Shop, a store adapting innovative digital marketing strategies to enhance customer interactions. E-commerce live streaming services provide an interactive platform where customers engage directly with sellers, view products in real time, and receive immediate responses, fostering a personalized shopping experience. Customer engagement is another critical factor, as it involves customers' attachment to the brand through regular purchases, interactions, and feedback, all of which can increase loyalty. A quantitative approach was utilized, employing multiple linear regression analysis on data collected through structured questionnaires from a sample of 100 respondents, determined using Slovin’s formula. The validity and reliability tests confirmed the robustness of the data collection instruments. Findings reveal that e-commerce live streaming services and customer engagement each have a positive and significant impact on customer loyalty. Specifically, live streaming services enhance the overall shopping experience, while customer engagement fosters deeper connections with the brand. Furthermore, a simultaneous analysis shows that these factors collectively strengthen customer loyalty to a significant extent. This study provides valuable insights into how digital marketing innovations, such as live streaming and customer engagement efforts, can enhance customer loyalty, offering a practical model for businesses aiming to leverage e-commerce platforms effectively

Customer engagement and online reviews

This study aims to validate the dimensions of customer engagement and explore the effect of service fairness, customer trust and customer engagement on customer loyalty. The results imply that trust and customer engagement are found to have a direct effect on customer loyalty. In addition, trust was also found to mediate the effect of procedural justice on customer loyalty; and the effect of distributive justice on customer loyalty. It implies that, in order to enhance customer loyalty, business organizations should provide procedural and distributive justice for the customers, and also pay attention to the customer engagement and customer trust.

This study aims to test the impact of digital marketing strategy as an antecedent on customer outcomes (customer satisfaction, customer engagement, and customer loyalty) and the impact of these three outcomes on organizational outcomes. Twenty-five items are used to measure research variables. These items are developed referring to previous related works: digital marketing strategy, customer satisfaction, customer engagement, customer loyalty, and organizational outcomes. According to the research budget and time constraints, a convenience sampling method was implemented in the data collection process. This study applied structural equation modeling (SEM) to test the research hypotheses through AMOS software.The authors conducted a questionnaire to collect data from a sample of marketing practitioners selected from 10 organizations with a total number of 200 respondents. The total number of returned questionnaires is 187 responses. Eleven questionnaires are excluded due to invalid responses. Thus, 176 questionnaires are used to carry out data analysis. The results underline the significant effects of customer satisfaction, engagement, and loyalty on organizational outcomes. The authors noted that customer satisfaction is the most affected outcome by digital marketing strategy, followed by customer engagement and customer loyalty. Additionally, customer loyalty has the greatest effect on organizational outcomes, followed by customer satisfaction and customer loyalty. The findings showed that enhancing organizational outcomes requires marketing managers consider customer outcomes such as customer satisfaction, customer engagement, and customer loyalty, which are affected by marketing strategies. Marketing managers are requested to pay great attention to their marketing strategy, considering its effects on customer satisfaction and other customer outcomes, like customer engagement and loyalty. Likewise, scholars are required to re-test the current model to identify the mediating role of the outcomes mentioned above in the effect of marketing strategy on organizational outcomes.

Customer versus member engagement: Does mutuality matter?

This study investigates the impact of customer relationship marketing and customer engagement on customer loyalty, with customer satisfaction serving as a mediating variable. The sample consisted of 97 service user companies, represented by company administrators working in the field. Hypothesis testing was carried out to examine both the direct and indirect effects, utilizing the mediation function of customer satisfaction. The findings reveal that customer relationship marketing has a direct, positive, and significant influence on customer satisfaction. Additionally, customer relationship marketing directly and positively affects customer loyalty, and customer engagement also has a direct, positive, and significant effect on customer loyalty. However, the results indicate that customer satisfaction does not have a direct, positive, and significant impact on customer loyalty. Furthermore, customer relationship marketing and customer engagement do not influence customer loyalty through the mediation of customer satisfaction. This study adds originality to the existing literature by concentrating on the port logistics service industry, specifically PT. IPC Terminal Petikemas Jakarta has been relatively underexplored in research about customer relationship marketing and engagement. For managerial implications, PT. IPC Terminal Petikemas Jakarta should focus on continually enhancing its customer relationship marketing strategies and actively fostering customer engagement to improve customer loyalty.

The growth of the retail business in Indonesia has led to increasing competition among industry players, pushing each to compete more aggressively in their marketing efforts. As the fashion industry in Indonesia continues to evolve, retail fashion companies are striving to create high-quality products to attract and engage customers, with the ultimate goal of fostering customer loyalty. Additionally, findings show that 118 out of 126 respondents tend to compare products from various brands before making a purchase. Therefore, this study aims to examine the relationships between customer perceived value, customer engagement, and customer satisfaction in relation to customer loyalty in the retail fashion industry. The analysis was conducted quantitatively by distributing questionnaires to 235 respondents, which were then analyzed using Structural Equation Modeling Partial Least Squares (SEM-PLS). The results indicate that customer perceived value (including product quality, service quality, and price fairness), customer engagement, and customer satisfaction (both product and brand satisfaction) have a positive and significant relationship with customer loyalty. Based on these findings, managerial implications have been developed for the fashion retail industry to refine their strategies and enhance customer loyalty.

Impacts of user-generated images in online reviews on customer engagement: A panel data analysis

In Indonesia's rapidly growing e-commerce industry, customer experience, engagement, and loyalty are pivotal variables for business success and sustainability. By addressing gaps in understanding these critical factors to enhance positive customer experiences, optimize engagement levels, and fortify customer loyalty. This research aims to identify key factors influencing customer experience, engagement, and loyalty in Indonesia's e-commerce industry, hence resulting in practical implementation recommendations for companies interested in developing an e-commerce platform or as a reference for future research. This study employs an explanatory qualitative approach to explore the intricate relationship between customer experience, engagement, and loyalty in the dynamic landscape of the e-commerce industry. Data is gathered from five prominent e-commerce platforms in Indonesia. The qualitative analysis delves into the narratives of these respondents, uncovering rich insights into their perceptions. Recommendations to bridge these gaps include implementing live chat with sellers, elevating personalized content and recommendations, prioritizing responsiveness and page loading speed, emphasizing security in online shopping, and amplifying personalized content and recommendations during customer engagement. Adopting these strategies, e-commerce companies can deliver more gratifying customer experiences, elevate engagement, and strengthen loyalty, thus establishing a competitive advantage in this dynamic market and fostering sustainable business growth. The research identifies factors impacting customer experience, engagement, and loyalty in e-commerce. Key factors for a positive experience include discounts, product quality, user interface, and customer support. Addressing gaps between factors and expectations can enhance satisfaction and loyalty. Recommendations include live chat, personalization, speed, security, and content improvement for a competitive advantage and sustainable growth. The recommendations for future research include conducting a comparative analysis, undertaking a longitudinal study, testing implementation strategies, and measuring long-term loyalty effects.

In today's rapidly evolving financial landscape, service quality plays a crucial role in determining customer satisfaction, engagement, and loyalty. This study evaluates Bank Service Quality (BSQ) and Customer Engagement in Select Banks of Greater Hyderabad, focusing on key service dimensions such as effectiveness and assurance, access, price, tangibles, service portfolio, reliability, and customer engagement. As Greater Hyderabad emerges as a significant financial and IT hub, understanding how banks cater to the needs of a diverse and tech-savvy population is essential for sustaining long-term customer relationships. The research adopts a quantitative approach, collecting primary data through a structured questionnaire from 150 individual respondents. The study employs statistical techniques such as ANOVA, correlation, and regression analysis to examine the impact of various service quality factors on customer engagement. Furthermore, demographic variables were analysed using frequency tables to understand respondent characteristics. The findings provide valuable insights into how different aspects of banking services influence customer perceptions, satisfaction, and long-term engagement. The study highlights the importance of continuous service enhancement for banks to remain competitive in a dynamic market. It also offers strategic recommendations for banks to strengthen customer relationships by improving service reliability, accessibility, and personalization. Ultimately, this research contributes to the broader understanding of banking service quality and its implications for customer engagement in urban financial markets like Greater Hyderabad.

The Politics of Nordsploitation: History, Industry, Audiences

Customer engagement is one of the factors that influences a company’s overall performance, this aspect reflects the interaction between customers and brands. Gamification is one method that can be used to increase customer engagement. This research examines the influence of gamification on customer engagement on the Shopee e-commerce platform. In the rapidly evolving digital era, gamification has become a popular strategy to increase customer engagement by creating fun and interactive experiences. Shopee, as one of the leading e-commerce platforms in Indonesia, has implemented various gamification elements to attract customer attention. This research uses a quantitative approach with an online survey method involving 212 active Shopee user respondents from Jakarta and Bandung aged between 18 – 35 years. The data collected was analyzed using the Partial Least Squares Structural Equation Modelling (PLS-SEM) technique to test the relationship between the constructs of gameful experience, game satisfaction, and customer engagement. The research results show that all dimensions of the gameful experience, which include achievement, challenge, competition, immersion, fun, and social experience, have a positive influence on game satisfaction. Furthermore, game satisfaction also has a strong positive influence on customer engagement. This research provides insight for Shopee and other e-commerce about the importance of gamification to increase customer satisfaction and engagement. Effective implementation of gamification strategies can encourage e-commerce platforms to create more engaging user experiences.

Numerous studies have demonstrated correlation between customer satisfaction and customer loyalty where the latter ultimately results in both revenue growth and profitability for the (service provider) firm (Zeithaml et al. 2013) (Heskett et al 1997). Fewer, but several, studies have examined the relationship between customer participation and customer satisfaction of service delivery and provider (Lovelock and Young 1979; Zeithaml 1981; Mills and Morris 1986; Benapudi and Leone 2003; Chan et al. 2010; and Wu 2011). Earlier research defined service customer engagement (CE) and service customer participation (CP), where the former was more psychological, where customers think, feel, and trust, and the latter was more behavioral, where customers act and do. This research works to better differentiate these two constructs where Customer Participation has been studied prior and more extensively than Customer Engagement. Being Customer Engagement a behavioral construct, it is easier to measure that Customer Participation, a psychological construct. The premise of this research is to establish a relationship between customer engagement (CE), customer participation (CP), and customer satisfaction (CS) where antecedent CE is necessary for mediator CP which is necessary for outcome CS. Research indicates that customers who perceive more value from their service encounters tend to be more satisfied (Ouschan et al. 2006; Patterson and Smith 2001; Sharma and Patterson 1999) (Chan et al. 2010) and that greater (customer) engagement will be associated with perceptions of greater value received (Vivek et al. 2012). This paper concludes that customers perceive more value when they are engaged; thus, service providers can maximize customer participation effectiveness with engagement. In other words, customers can engage without participating but not (effectively) participate without engaging. Two propositions are posited. Limitations and future research are also discussed such as considering outcomes beyond customer satisfaction such as service quality (SQ), a construct studied heavily by Parasuraman et al. (1985).