Moderation And/Or Mediation? The Role of Engagement in Relationship Quality and Customer Loyalty

Abstract

The role of customer engagement in terms of its connection to relationship quality and loyalty is theoretically ambiguous, being assigned both a mediator and a moderator role. This article contributes to reducing this ambiguity through empirical verification in a credit union. A quantitative research was conducted using structural equation modeling. The results indicate that engagement predominantly assumes a mediator role. Moderation only occurs in the relationship between satisfaction and loyalty. The article discusses the conceptual nuances of engagement and its implications for marketing theory, also enabling practitioners to explore better ways to promote loyalty and engage members.