The role of customer engagement in the interrelationship process: moderating effect of customer experience

Abstract

Marketing academics and practitioners have recognised that customer engagement is an important tool that enhances the long-term relationships between customers and brands. The present study investigates the iterative relationships between customer engagement and related marketing constructs. Discovery of the importance of customer engagement was conducted in the context of Vietnamese restaurants. We find that perceived value and customer loyalty is causes and also outcomes of customer engagement. Moreover, the influence of customer engagement on perceived value is the strongest and that for the relationship between satisfaction and customer is the weakest. Also perceived value impact customer engagement only higher-experience customer, meanwhile, the relation between satisfaction/loyalty and customer engagement were moderated by both higher- and lower-experience customer. Thus, an important contribution of the research was to provide knowledge of customer engagement through demonstrating the repetitious nature of the relationships among customer engagement and these construct in a comprehensive integrated model.