Relational Dynamics between Customer Engagement, Brand Experience, and Customer Loyalty: An Empirical Investigation

Rasool, Aaleya; Shah, Farooq Ahmad; Tanveer, Muhammad

doi:10.1080/15332861.2021.1889818

Cited by 30 publications

(25 citation statements)

References 68 publications

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“…Additionally, these factors also influence customer purchase intention [20,24]. Previous studies related to information systems have made us understand the way individuals adapt to new technologies [32][33][34][35]. A literature review on technology acceptance and mobile shopping suggests that a number of theories based on information systems and technology adoption, which are extended with other variables, are used to examine the adoption of mobile devices and their use in the purchase of products and services.…”

Section: Literature Reviewmentioning

confidence: 99%

“…A literature review on technology acceptance and mobile shopping suggests that a number of theories based on information systems and technology adoption, which are extended with other variables, are used to examine the adoption of mobile devices and their use in the purchase of products and services. The technology acceptance model (TAM) proposed by Davis [35] is a widely used model for evaluating consumer acceptance of new technology. The TAM uses variables like perceived ease of use and perceived usefulness to predict behavior intention [2,10].…”

Section: Literature Reviewmentioning

confidence: 99%

“…The existence of multinational companies offering international brands in the mobile phone market in Pakistan is phenomenal, and it has made the market highly competitive. Moreover, Pakistan being a developing country, price determines consumer purchase decisions largely [35].…”

Section: Pricementioning

confidence: 99%

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Mobile Phone Buying Decisions among Young Adults: An Empirical Study of Influencing Factors

et al. 2021

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Owing to the novelty and dynamism of mobile phone shopping behavior of adults within the context of contemporary social, technological, and market norms necessitated the need to study this phenomenon frequently. In the same league, there is a pressing need to empirically examine the mobile shopping behavior of young adults in Pakistan. This paper examines the factors influencing mobile phone shopping behavior within the context of young adults in Pakistan. First, a questionnaire-based survey consisting of a five-point Likert scale was conducted. A total of 416 respondents provided their complete responses. Then, we employed the structural equation modeling (SEM) model using AMOS 24 to empirically test the hypothesized model. The empirical results revealed that price and attractiveness positively influence mobile phone buying behavior among young adults in Pakistan. On the other hand, Service Encounter, Convenience, Avoidance of Core Service Failure, and Response have negative but statistically insignificant influences on mobile phone buying behavior in Pakistan. This finding revealed that the mobile shopping behavior of young Pakistani adults is predominantly influenced by the price of mobile phones and their attractiveness. Therefore, it is highly recommended that companies need to offer affordable mobile phone prices. Additionally, the attractiveness of the mobile phone needs to be maintained at competitive prices.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

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Mobile Phone Buying Decisions among Young Adults: An Empirical Study of Influencing Factors

et al. 2021

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“…Successively, bootstrapping was used. As suggested by recent studies (see, e.g., Kaur et al, 2020;Khan et al, 2019;Rasool et al, 2021), in full mediation, the predictor (service encounter) affects the outcome variables (customer loyalty) only through its effect on the mediating variable (experiential value). Conversely, in partial mediation, the predictor (service encounter) affects the criterion variable (customer loyalty) directly, as well as indirectly through its effect on the mediator variable (experiential value; Baron & Kenny, 1986).…”

Section: Mediation Analysismentioning

confidence: 92%

Impact of Service Encounter Elements on Experiential Value and Customer Loyalty: An Empirical Investigation in the Coffee Shop Context

2021

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The unprecedented dynamism in marketing has led to the transition of economy from service economy to experience economy. Modern age consumers give more emphasis to the hedonic attributes of offerings than to functional attributes. Consequently, the present study aims to provide a deeper understanding of experiential value, its antecedents, and consequences in the context of coffee shops. More specifically, this study examines the effect of service encounter elements on experiential value and the consequent effect of experiential value on customer loyalty. Using purposive sampling, data were collected from 387 customers of coffee shops using a questionnaire survey which was later analyzed using Structural Equation Modeling. The results reveal positive linkages between service encounter, experiential value, and customer loyalty. Positive cognition of service encounters have positive effects on experiential value and customer loyalty. Besides, experiential value also has a positive effect on customer loyalty. Lastly, experiential value partially mediates the relationship between service encounters and customer loyalty.

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“…When they find themselves in a psychological state of satisfaction, they tend to move on keeping these brands attached with their personality making them converted into loyal customers. The companies with their continuous improvement strategies, try not only to strengthen their relationship with customers but also to enhance their customer-base (Kang, 2021;Rasool et al, 2021). This reveals that marketing communication becomes a good source to develop customer loyalty for the brands.…”

Section: Relationship Between Marketing Communication and Customer Loyaltymentioning

confidence: 99%

Integrated Marketing Communication and Customer Satisfaction as a function of Customer Loyalty with the Moderating role of Product Innovation Moderation

Adnan

Khan

Hayee

2021

sbsee

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Purpose: The basic aim of the current study is to investigate the impact of integrated marketing communication on customer loyalty especially in the individuals living in South Punjab, Pakistan. Design/Methodology/Approach: The paper focuses on a survey with a 7.0-point Likert Scale questionnaire using 55 items including all variables and constructs. The sample population was used from South Punjab, Pakistan comprising of individuals living in this area. PLS-SEM was used as an analysis tool for this quantitative data. Findings: The primary finding of the study is to use the innovative technology so as to provide the new and unique features within brands so as to enhance the loyalty within customers. Implications/Originality/Value: The study uses a single moderator and mediator which restricts the study to this domain only. Future research may use some other variables like brand trust and brand commitment as moderator and/or mediator to extend this current study. Moreover, future research may use longitudinal approach to avoid any data bias. The researchers focus on the technological advancement for product innovations so as to satisfy the needs and wants of customer which consequently leads to increase the customer loyalty towards the brands. This study is novel in its nature as it discusses the relationship between IMC and Customer loyalty with the moderating effect of Product Innovation. The paper provides an illusion to the fact that the employees require the new and innovative brands which forces the companies to augment not only the features of their brands but the communication campaign as well

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Relational Dynamics between Customer Engagement, Brand Experience, and Customer Loyalty: An Empirical Investigation

Cited by 30 publications

References 68 publications

Mobile Phone Buying Decisions among Young Adults: An Empirical Study of Influencing Factors

Mobile Phone Buying Decisions among Young Adults: An Empirical Study of Influencing Factors

Impact of Service Encounter Elements on Experiential Value and Customer Loyalty: An Empirical Investigation in the Coffee Shop Context

Integrated Marketing Communication and Customer Satisfaction as a function of Customer Loyalty with the Moderating role of Product Innovation Moderation

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