Role Of Customer Engagement Research Articles

Building Harmony of Music Course Customer Loyalty in Jakarta: The Critical Role of Customer Value, Trust, Satisfaction, and Customer Engagement

The music education industry in Indonesia, especially in Jakarta, is growing rapidly as people's interest in music increases. However, the industry faces challenges in retaining customers and increasing their loyalty. This study aims to identify the factors that affect Customer Loyalty of music course customers in Jakarta, focusing on the influence of customer value, trust, and customer satisfaction on Customer Loyalty, as well as the role of customer engagement as a mediation variable. This study uses a quantitative method with a survey approach. The sample consisted of 95 respondents who were consumers of music courses in Jakarta over 18 years old and had used music course services for at least three months. Data was collected through questionnaires and analyzed using Partial Least Squares (PLS) with SmartPLS software version 3.0. The results of this study are expected to provide insight for music course managers in developing effective marketing strategies to increase customer loyalty. By understanding the factors that affect Customer Loyalty, managers can increase customer value, build trust, and increase customer satisfaction, which will ultimately increase customer engagement and customer loyalty.

Can Perceived Experiential Marketing of Nutritional Meat-Based Food Enhance Repurchase Intention? The Role of Customer Engagement

Understanding the consumption experience plays a critical role in building customer-product relationships and effectively meeting customers’ changing demands. This study aims to investigate the impact of experiential consumption on customer engagement and repurchase intentions, with a focus on the high nutrient meat-based food setting. To examine this issue, this study collected data from 487 consumers who had purchased and consumed high nutrient meat (e.g., the Thai native chicken, namely Pradu Hang Dam Mor Kor 55 chicken). Using structural equation modelling with partial least squares in ADANCO software, the study found that experiential marketing dimensions exert differential effects on engagement. The results also indicate a more strongly significant effect of consumers’ behavioral (behave) experience and intellectual (think) experience on engagement, while consumers’ sensory (sense) experience and affective (feel) experience were not significant for engagement. Moreover, the effect of customer engagement on repurchase intentions was positive. The study concludes by outlining key implications that arise from the analyses, followed by avenues for further research.

Does robotic service quality determine robotic restaurant diners’ engagement behaviors? Role of customer engagement and attachment to the restaurant

PurposeRobotic restaurants are very novel, and service robots in these restaurants are identified as offering unique advantages in terms of efficiency, tireless service and potentially lower operational costs. However, studying customer engagement with the robots can reveal aspects of robotic service that resonate with diners. Understanding how diners interact with robots can help create a more engaging and enjoyable atmosphere, bringing more business to restaurants. Building on the stimulus-organism-response (SOR) theory and place attachment theory, the purpose of this paper is to study the impact of the robotic service quality (RSQ) on the customer attachment to the robotic restaurant with the mediating role of the different dimensions of the customer engagement, like the Absorptive Attention, Enthusiastic Participation and Social Connection. Subsequently, the impact of the customer attachment to the robotic restaurant on different dimensions of customer engagement behaviors like augmenting, co-developing, influencing and mobilizing behaviors was also studied.Design/methodology/approachThe cross-sectional data from 786 robotic restaurant diners in India who answered the self-administered structured questionnaires is utilized for this descriptive study. The study employed a purposive sampling strategy. The SMART-PLS 4.0 program was used to run structural equation modeling and analyze the data.FindingsThe results indicate that customer engagement dimensions like Absorptive Attention, Enthusiastic Participation and Social Connection differentially mediate the relationship between RSQ and customer attachment with the robotic restaurant. Customer attachment to the restaurant and the robotic services subsequently positively impact customer engagement behaviors.Research limitations/implicationsThe study relied upon cross-sectional data from the Indian population above 18 years to test the proposed model. Further studies could test the model across different populations to generalize the study results.Originality/valueThis study addresses the need to investigate robotic restaurant diners’ engagement behaviors. By testing place attachment theory and the SOR framework, this study is the first to show that RSQ will impact the customer attachment with the robotic restaurant and that different dimensions of customer engagement mediate the relationship. It also validates the previous research findings that customer engagement is not a single global construct, and different sub-dimensions are to be explored. This study is also the first to show customer attachment to the robotic restaurant will impact customer engagement behaviors differently.

The role of customer engagement in relationship quality with a resale platform

Online communities are often used to establish customer engagement. This study focuses on the antecedents (i.e. involvement, anonymity) and consequences (i.e. brand relationship quality) of engagement in an online resale community. Data are obtained through a survey of 298 resale platform customers in the United States. Partial least squares–structural equation modeling is applied for data analysis. The findings of this study reveal that customer involvement and perceived anonymity within the community positively affect the three dimensions of engagement: creation, contribution, and consumption. The results also show that engagement affects both the cognitive and affective qualities of brand relationship quality, producing a significantly positive effect on behavioral intention. This study contributes to existing marketing studies by developing an integrated framework for community engagement and brand relationship quality in the online resale context.

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

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.

The Implementation of AI and Immersive Technology in E-Commerce: The Role of Customer Engagement as a Mediating Variable

The headway of information and communication technology has led to significant changes in various industries, particularly in e-commerce. The integration of artificial intelligence (AI) and immersive technologies such as augmented reality (AR) and virtual reality (VR) has created new opportunities for e-commerce to improve customer experiences. This study analyzes the effects of implementing AI and immersive technology in e-commerce, focusing on customer engagement as a mediating factor. A sample of 99 participants was examined and analyzed using PLS-SEM by SmartPLS 4 software, and the findings indicate that AI and immersive technology have a positive, significant impact on online purchase intention. Customer engagement cannot mediate the relationship between artificial intelligence and online purchase intention. However, it does mediate the relationship between immersive technology and online purchase intention. Keywords: Artificial Intelligence; Immersive technology; Customer Engagement; Purchase Intention; e-commerce

The Customer Engagement Effect on Customer Loyalty (Case Study: Marketplace Retailer)

This research aims to determine the effect of customer involvement on customer loyalty in marketplace retailers. This research uses quantitative methods using data collected through questionnaires from marketplace consumers. Using sequential equation modelling (SEM), the data set was analyzed to observe the significance of the relationship to see the role of customer engagement on customer loyalty. This research is included in explanatory research using a sample of 104 respondents taken from the consumer population of marketplace users. Sampling used a purposive sampling technique with sample characteristics such as age, occupation, and income. The test tools used to test this research instrument were validity tests, reliability tests and classic assumption tests. Hypothesis testing is carried out using the t-test. The results of the research show that there is an influence of customer engagement on customer loyalty, proven by a significance value of <0.01, which is smaller than the alpha value of 0.05. This research highlights the importance of customer involvement to increase customer loyalty as proven by research results of 67.6% of variable X affecting variable Y, where Customer Engagement has a positive influence on Customer Loyalty.
 Keywords: Customer, Engagement, Loyalty, Effect, Marketplace Retailer

Investigating the influence of service quality on loyalty in banking industry: the role of customer engagement

Investigating the influence of service quality on loyalty in banking industry: the role of customer engagement

Boosting customers’ impulsive buying tendency in live-streaming commerce: The role of customer engagement and deal proneness

With the ever-growing popularity of live-streaming commerce, it is crucial for marketers to understand how live-streaming contributes to sales. While prior studies mainly focused on customer motivations for using live-streaming commerce, few studies, to date, elucidate consumers' decision-making process in this context. Addressing this gap, we adopt the Elaboration Likelihood Model (ELM) of persuasion to examine how live-streaming influences customers’ engagement and impulse buying behavior, as moderated by their deal proneness. To explore these issues, we analyzed data collected from 735 Millennials in China using partial least squares structural equation modeling (PLS-SEM). The findings show that factors characterizing the ELM-informed central (i.e., product information quality, streamer interaction quality, and streamer credibility) and peripheral (i.e., review consistency) routes exert positive effects on customer engagement and impulse buying. Moreover, deal proneness was found to moderate the relationship between engagement and impulse buying. The findings offer valuable insight for e-tailers seeking to encourage impulsive buying among millennial shoppers. Specifically, they highlight the role of central- and peripheral route factors in promoting customer engagement and impulsive buying, with the effect of customer engagement on impulsive buying being contingent on deal proneness-based differences among millennial shoppers.

Social Media Marketing Contributes to Customer Value: The Role of Customer Engagement

Social Media Marketing Contributes to Customer Value: The Role of Customer Engagement

The Role of Customer Engagement in Sustaining Subjective Well-being After a Travel Experience: Findings From a Three-Wave Study

Although customer engagement’s (CE) effects on marketing-related outcomes are well documented, its broader impacts on life domain constructs (e.g., subjective well-being [SWB]) have received less attention. We propose CE as a viable mechanism for prolonging travel’s positive effects on SWB. Specifically, this study adopts a three-wave design to investigate the linkages between destination brand experience (DBE), CE, and SWB over time. Our results indicate that sensory destination experience ( t1) and affective destination experience ( t1) stimulated CE with a destination ( t2), which contributed significantly to SWB ( t3). Findings from this longitudinal study contribute to the literature by demonstrating that CE significantly mediates the effects of the sensory and affective dimensions of DBE on tourists’ SWB over time. The study highlights the importance of CE beyond key marketing performance indicators.

Does Perceived Sustainability Affect the Customer Responses toward the Brands? Role of Customer Engagement as a Mediator

The notion of sustainability has received increased attention among marketers, and in theory. Though studies have discussed the crucial role of sustainable practices in shaping consumer responses, the role that perceived sustainability plays in engaging customers, and its effect on customer responses has received less attention. The study aims to determine the effect of perceived sustainability on customer loyalty and trust through the mediation of customer engagement. 330 responses were collected to test the proposed model. Structural equation modeling was used to test the hypothesis. The main findings of the study revealed a significant and positive effect of perceived sustainability on customer loyalty and trust. Further, we found that customer engagement acts as mediator between perceived sustainability and trust association. However, the results indicate that customer engagement does not mediate the link between perceived sustainability and loyalty. Extending sustainability and customer engagement literature, the study presents empirical evidence towards the direct effect of perceived sustainability on customer loyalty and trust as well as the indirect effect on trust via customer engagement. The study suggests practitioners develop a strategy that could incorporate sustainability initiatives in marketing programs because these initiatives may engage customers and affect their responses (i.e., loyalty and trust).

Demystifying the Relationship between Restaurant Innovativeness, Customer Engagement, and Customer Willingness to Pay a Higher Price

Despite consistent investment in innovation by the hospitality industry, it remains unclear how a restaurant’s innovativeness influences customers’ willingness to pay a higher price. Moreover, the role of customer engagement in enhancing prices in upscale restaurants is not well known. Correspondingly, the aim of this study is to establish a research model that illustrates the relationships between customers’ perceptions of a restaurant’s innovativeness (CPRI), customer engagement, and customer willingness to pay a higher price (WPHP) in upscale restaurants. The study also examines whether the impact of restaurant innovativeness and customer engagement on customer WPHP is moderated by boundary conditions of gender. Data were obtained through a questionnaire survey administered to 322 customers across multiple high-end restaurants located in the capital city of India, New Delhi. The results reveal that CPRI and customer engagement are important drivers of customers’ WPHP for upscale restaurant customers in India. Additionally, CPRI was found to have a positive effect on customer engagement. The results further indicate that gender moderates the effect with respect to the observed relationships. This study expands the theoretical foundation of these constructs and offers promising marketing strategies to create differentiation and enhance firm value.

Can perceived coolness enhance memorable customer experience? The role of customer engagement

PurposeMemorable customer experience (MCE) is a key factor affecting customer loyalty and revisit intention. Hospitality managers must identify factors that create MCEs. This study aims to investigate relationships among perceived coolness, customer engagement and MCE and examine the mediation effect of customer engagement.Design/methodology/approachTwo samples of 434 restaurant customers and 372 hotel customers in Taiwan returned questionnaires. Hypotheses were examined by structural equation modeling.FindingsThe results demonstrated that perceived coolness positively affected customer engagement and MCE and that customer engagement positively affected MCE. Furthermore, customer engagement mediated the relationship between perceived coolness and MCE.Research limitations/implicationsThis study is cross-sectional, which limits causal inference. Furthermore, this study only investigated customers of Taiwanese restaurants and hotels, and the findings may not be generalizable to other industries and countries.Originality/valueThis study contributes to the MCE knowledge in hospitality by elucidating the association among perceived coolness, customer engagement and MCE. The findings can aid hospitality managers in developing marketing strategies, fostering customer engagement and creating MCEs.

Understanding the driver of customer purchase decision : The role of customer engagement and brand attachment in Batik Products

Engagement has been recognized as one of the most influential aspects of an organization or company. It originally emerged as a concept in the organizational behavior and human resource management literature, as it is known to predict individual commitment, extra-role behavior, and other positive outcomes in organizations. The purpose of this study is to understand the influence of customer engagement and brand attachment in increasing purchase decision of customers. This study is using quantitative approach, with the population of customers of batik products in Sleman and Bantul, two regencies in Yogyakarta, Indonesia. The total number of samples is 115 respondents, which is selected using purposive sampling method. The data is collected through distributing questionnaire using online platforms, which is then analyzed using descriptive analysis and path analysis. The results indicate that customer engagement has an influence on brand attachment, brand attachment has an influence on purchase decision, and that brand attachment mediates the influence of customer engagement on purchase behavior.

Understanding the Driver of Customer Purchase Decision: The Role of Customer Engagement and Brand Attachment

The purpose of this study is to understand the influence of customer engagement and brand attachment in increasing purchase decision of customers. This study is using quantitative approach, with the population of customers of local make-up brands in Yogyakarta, Indonesia. The total number of samples is 115 respondents, which is selected using purposive sampling method. The data is collected through distributing questionnaire using online platforms, which is then analyzed using descriptive analysis and path analysis. The results indicate that customer engagement has an influence on brand attachment, brand attachment has an influence on purchase decision, and that brand attachment mediates the influence of customer engagement on purchase behavior.

PERAN CUSTOMER ENGAGEMENT MEMEDIASI CUSTOMER INVOLVEMENT PADA TRUST DAN WORD OF MOUTH

This research was conducted to investigate the role of Customer Engagement as a mediator in the relationship between Customer Involvement in Trust and Word of Mouth. The type of research is causal research. A total of 150 sample respondents are consumers who are also users of Samsung's Instagram social media products. The sampling technique used purposive sampling, while the analysis technique was Linear Structural Realtionship (LISREL). The statistical test of this study proves that Trust, Word of Mouth, and Customer Engagement are significantly affected by Customer Involvement. In addition, the statistical test results show that Word of Mouth and Trust are significantly affected by Customer Engagement. Likewise, the influence of Customer Involvement with Trust and the influence of Customer Involvement with Word of Mouth, was significantly mediated by Customer Engagement.

Buffering B2B service failure: The role of customer engagement

Research has shown that customer engagement contributes positively to competitive advantage. It is well-established that in the process of building and maintaining customer engagement, companies may make mistakes (service failures) that can jeopardise the success of customer-firm relationships. Studies on customer engagement have mostly focused on individual consumers, making this understanding in business-to-business (B2B) settings limited. Further, research on the interaction between customer engagement and service failure is scant. Given the unique characteristics of B2B marketing and relationships, we investigate the role of industrial customer engagement in customer responses to service failure. This knowledge is critical given the detrimental effects of B2B service failure on business relationships, revenues and profitability. We report findings from three studies, which show that high levels of industrial customer engagement act as a buffer to the negative effects of service failure on customers. This finding is pronounced for failures that are small and repeated over time. B2B marketing managers are encouraged to develop, measure and monitor customer engagement, while simultaneously seeking mechanisms that allow customers to voice failures, especially those that may seem small but occur repeatedly.

The Role of Customer Engagement in Mediating the Influence of Brand Experience and Customer Satisfaction on the Customer Loyalty of Full-Service Airline in Indonesia

The Corona Virus Disease-19 (COVID-19) pandemic, which is currently engulfing the entire world, has significantly reduced the number of air travel passengers worldwide. However, the decline in air travel passengers on domestic routes in Indonesia occurred in 2019, one year before the COVID-19 pandemic hit the aviation industry worldwide. The decline in passengers in 2019 can be taken as a signal of weakening demand in the aviation industry in Indonesia. This research was conducted on 233 respondents from the airline "X" as one of the full-service in Indonesia, which has also been affected by the decline in passengers since 2019. The strategy to increase customer retention during the COVID-19 pandemic and the post-pandemic period is an important thing to study, considering that the existing literature on airline customer loyalty has never been carried out under the conditions of the COVID-19 pandemic. Therefore, this study examines customer satisfaction, customer engagement, and brand experience as a combination of antecedent constructs of customer loyalty based on the perception of Indonesian passengers traveling with full-service airlines. The research shows that brand experience has no positive and significant effect on customer loyalty. Meanwhile, customer satisfaction and customer engagement positively and significantly impact customer loyalty. Furthermore, customer engagement can fully mediate the relationship between brand experience and customer loyalty of airline "X". In contrast, customer engagement can partially mediate the relationship between customer satisfaction and customer loyalty.

Investigating the influence of service quality on loyalty in banking industry: the role of customer engagement

Investigating the influence of service quality on loyalty in banking industry: the role of customer engagement