Demystifying customer brand engagement: Exploring the loyalty nexus

Customer Engagement and Loyalty: A Comparative Study Between Service Contexts

“…Di erent engagement propensities are predicted to generate distinct behavioral outcomes (Hollebeek, 2011a). It is thus signi cant (a) rstly, to assess the di erences in customers' propensity to engage between the contexts presented in order to understand if this proneness changes from context to context; and (b) secondly, to make the same analysis for loyalty behaviors.…”

“…Furthermore, engaged customers are expected to show a stronger preference for premium products and lower price sensitivity (Ramkumar et al, 2013), proving to be more pro table than their nonengaged counterparts (Voyles, 2007). These loyalty-related outcomes beyond purchase may be better predicted by CE than by other conventional marketing constructs such as quality or satisfaction, which fail to capture the depth of relationships consumers form with what they consume (Bowden, 2009;Hollebeek, 2011aHollebeek, , 2011bPatterson et al, 2006). Namely, CE is anticipated to contribute to the core relationship marketing tenets of customer repeat patronage, retention, and loyalty .…”

“…The authors called for the need to further investigate how consumers can be segmented according to their propensity for engagement and what drives this engagement, namely comparing "contexts that di er in their focus" (p. 239). Also, according to Brodie et al (2011Brodie et al ( , 2013 and Hollebeek (2011a), since engagement is a context-dependent concept, there is a need for comparative research across a wide range of service contexts, focusing not only online but also o ine settings. Our study aims to address these literature gaps.…”

“…According to Brodie et al (2011), CE levels may vary in a continuum, including customers that are "nonengaged, " "marginally engaged, " "engaged, " and "highly engaged" (i.e., exhibiting di erent levels of cognitive, emotional, and/or behavioral engagement). Hollebeek (2011a) proposed an engagement-based segmentation framework, resulting in di erentially engaged customer segments and di erent propensities to develop certain loyalty-related behaviors. Also, Bryson and Hand (2007) ranged customers from "actively disengaged" to "fully engaged. "…”

The Model of Tourist Virtual Community Members Engagement Management

“…This phenomenon is also seen as a kind of attachment to the object (product, service), available in the market offer (Higgins, Scholer 2009). According to Hollebeek (2010), en gagement, in strictly tourist terms, can be viewed from the perspective of the mutual interaction taking place between tourists and other objects, such as tourist attractions, recep tion areas, brand names, trademarks, etc. One of the main paradigms associated with the consumption of tourism products and services is the growing role and importance of the information and communications technology (ICT) (Sotiriadis, van Zyl 2013), whose vivid example is the phe nomenon of social networking sites (SM, Social Media).…”