Effect Of Customer Engagement Research Articles

THE IMPACT OF TOTAL QUALITY MANAGEMENT ON SERVICE QUALITY, CUSTOMER ENGAGEMENT, AND CUSTOMER LOYALTY IN BANKING

The purpose of the research is to examine the impact of Total Quality Management (TQM) implementation on Service Quality, the effect of Service Quality on Customer Engagement and Customer Loyalty in banking industry. The other objective of the research also to examine the effect of Customer Engagement on Customer Loyalty. This research was conducted in East Java Province which involved 209 State Owned Enterprises (SOE) bank customer’s as respondents. All variables are measured by Likert scale from bank customer perspectives. By Partial Least Square SEM analysis, the research found that TQM practices has positive effect on Service Quality, Service Quality has positive effect on Customer Engagement and Customer Loyalty and Customer engagement has positive effect on Customer Loyalty. The implication of this research is that SOE banks should implement TQM well so that it has a positive impact on service quality.

The Effects of Customer Engagement and Group Diversity on Value Co-Creation in Virtual Brand Communities

The Effects of Customer Engagement and Group Diversity on Value Co-Creation in Virtual Brand Communities

The effect of customer engagement into value creation on brand equity and customer's satisfaction (Case study: customers of snow a company in Isfahan City)

The effect of customer engagement into value creation on brand equity and customer's satisfaction (Case study: customers of snow a company in Isfahan City)

The time-varying effectiveness of customer engagement in social media

This paper investigates the time-varying effect of customer engagement behaviour on brand performance in a social media context. Over 350,000 comments were retrieved from car brand owned Facebook pages for over 66 months. Customer engagement in social media (Facebook) was measured using composite valence volume metric, with valence estimated through lexicon-based sentiment analysis. The brand performance was gauged through unit sales of the car brand. Change-point analysis identified time variation through shifts in brand life cycle stages. Time-series analysis assessed lead-lag effects of customer engagement on brand performance. The customer engagement in social media brand community leads brand performance during all brand life cycle stages, except the decline stage. The results are consistent with the theory of interpersonal influence, which postulates persuasive engagement is dominant until maturity stage. The work contributes to the fast-growing customer engagement literature by investigating the dynamic customer engagement - brand performance relationship in a Facebook brand community context.

The impact of online brand community characteristics on customer engagement: An application of Stimulus-Organism-Response paradigm

The advent of interactive digital platforms has led people to progressively interact on such platforms, urging organizations to create online communities to engage customers with them and with each other to enhance brand loyalty. This study attempts to investigate what motivates customers to engage in these brand communities. Through a questionnaire survey of 430 Facebook users, this study investigates whether and how the unique characteristics (information quality, system quality, virtual interactivity, and rewards) of online brand communities affect customer engagement. The consequent effect of customer engagement on brand loyalty is also examined. This study frames and empirically validates a model for engaging customers with online brand communities on Facebook, considering the moderating role of gender. The Stimulus-Organism-Response paradigm is solicited to justify the theoretical background of this study. The data were analyzed using structure equation modelling. Results reveal that each of the characteristics positively influences customer engagement, with information quality and virtual interactivity bearing the strongest influence. Customer engagement also exhibits a strong positive impact on brand loyalty. This results further reveal that gender gap in the online environment is declining as the impact of all the four characteristics of online brand communities on customer engagement was invariable across male and female members.

Customer engagement, word-of-mouth and box office: the case of movie tweets

Scholars have established mixed results concerning the relationships between word-of-mouth (WOM) and movie box office performance. Additionally, the effect of customer engagement in relation to box office performance is rarely examined. Using social media measures from Twitter and movie box office data from boxofficemojo.com the present study found not only that WOM volume does have a direct positive effect on box office outcomes but also that customer engagement or marketer-generated content (MGC) from movie studios plays a role indirectly relating to box office outcomes. The more a movie studio is willing to engage with its followers via social media the more likely it is to have a higher WOM volume. This subsequently increases the likelihood of having a higher opening-weekend box office performance.