Abstract
This paper compares the explanatory power of consumer engagement (CE) regarding service continuance intention with the variables of attitude (utilitarian and hedonic) and satisfaction. Survey data were collected from users of mobile music (n = 596) and mobile parking (n = 297) services. The partial least squares method was applied to analyze the data. In line with expectations, the findings show that attitude and satisfaction are superior drivers of service continuance intention compared to CE when service is used for utilitarian reasons. In contrast, when service consumption is driven by hedonic reasons, CE is a stronger driver than satisfaction. However, no evidence for the superiority of CE over attitude was found in the hedonic context.
Highlights
Consumer engagement (CE) has attracted increasing interest among both academics and practitioners
The present study contributes to the emerging literature on consumer engagement (CE) by examining the relative explanatory power of engagement, attitude, and satisfaction regarding service continuance intention
The relative explanatory power of engagement, attitude, and satis faction was examined under the assumption that the constructs that align best with a consumer’s consumption motivation are superior drivers of service continuance intention
Summary
Consumer engagement (CE) has attracted increasing interest among both academics and practitioners. Research has shown that incorporating CE into empirical models improves the explained variance in consumer loyalty (Benedikt and Kunz, 2012; Dwivedi, 2015; Thakur, 2016). Whether CE is a better driver of service continuance intention than other marketing concepts has received scant attention from the theoretical and statistical perspectives. In this regard, Calder et al (2016) empirically found that the explanatory power of engagement over newspaper consumption was better than that of satisfaction. Our study adopts Hollebeek et al (2014) view of CE and contributes to this domain by theoretically and empirically examining the relative explanatory power between engagement, attitude, and satisfaction over service continuance intention. This paper proposes that the relative explanatory power varies, depending on the type of motivation for using the service
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