The Impact of Customers Engagement on Repurchase Intention: A Mediating Role of Customers Satisfaction -The Case of Takaful Insurance Industry

Abstract

Takaful Insurance industry is one of the service industries that is rapidly grew recently all over the Islamic countries. The main objective of this research is to explore the effect of customer engagement on repurchase intention. It also aims to explore whether customer satisfaction mediates the relation between customer engagement and repurchase intention or not. The study focused on only three dimensions of customer engagement, conscious attention, social connection, and enthused participation. It was hypothesized that customer engagement affects customer satisfaction and repurchase intention. It was also hypothesized that customer satisfaction has a positive impact on repurchase intention and that customer satisfaction mediates the relation between customers engagement and repurchase intention. An online questionnaire was conducted to collect data from a sample of 316 respondents of takaful policy holders. The SEM techniques were applied to examine both direct and mediating effects between variables. Results reveal that enthused participation and social connection dimensions significantly and positively influence customer satisfaction. Results also disclose that all customer engagement dimensions significantly and positively influence repurchase intention. Customer satisfaction significantly and positively affects repurchase intention. Additionally customer satisfaction partially mediates the relationship between customers engagement and repurchase intention. The results are particularly valuable for managers of takaful insurance companies, as it supports the role of customer engagement and customer satisfaction as a practical tool for fostering positive and profitable outcomes like repeat customer purchases. On the other hand the current research develops and empirical validate of a hypothetical model that predicts the relationship between customer engagement, customer satisfaction, and repurchase intention.