The Web-Dynamics of Customer Engagement Influencing Retention in International Franchise Restaurant: A SEM Analysis

Abstract

This study investigates the impact of website on customer retention in the International franchise restaurant industry in Bangladesh. The 210 survey responses were collected from university alumni using a randomized block design. The data were analyzed using descriptive statistics, correlation, and regression models through IBM SPSS Statistics 26, then AMOS 25, to analyze factors of customer engagement to customer repurchase intention. The research was based on the U&G model and found that website features like interactivity, attractiveness, and content quality positively influence purchase intentions. The study highlights the importance of high-quality website content and interactive elements to build purchase intent, emphasizing the need for active and engaging social media. The findings contributes to International franchisee, policy makers and academicians in Bangladesh to develop their policy, ensure digital presence, boost revenue, and increase consumer engagement and revisit intentions.