Role of Customer Engagement in Building Customer Loyalty- A Literature Review

Bansal, Rohit; Pruthi, Nishita

doi:10.46402/2021.01.9

Cited by 17 publications

(7 citation statements)

References 6 publications

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“…Hence, marketers must route towards protecting their existing customers and solidifying their loyalty. Loyalty breeds customer retention translating into higher profits, building a viable brand, an integral part of brands’ competitive advantage (Bansal & Gupta, 2001; Jindal et al, 2017; Krishnamurthi & Raj, 1991; Saxena & Srivastava, 2015).…”

Section: Literature Review and Proposed Modelmentioning

confidence: 99%

An Empirical Analysis of the Dimension of Loyalty to Determine Customer Retention for E-Commerce

Dwivedi

2023

Journal of Creating Value

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COVID-19 has fostered the growth and transformation of digital media in every aspect, importantly in the area of electronic commerce. During these days, many new practices inhabiting in human behaviour bring new norms for the marketers. Use of online shopping has increased incrementally due to the government advisory, changing consumer buying behaviour as well. An amalgamation of the old and new medium of selling goods and services are now bringing new business challenges post pandemic for the marketer, and customer retention is one of them. Henceforth, there is a dearth of studies addressing the impact of dimension of loyalty (behaviour/ attitude) on customer retention in online shopping platforms post pandemic. This study considers post pandemic as the context of research to determine the impact of behavioural and attitudinal loyalty on customer retention for the online shopping platforms. Further research also aims to determine whether the brand image plays a critical role in mediating the relationship between dimensions (Behavioural/ Attitudinal) of loyalty and customer retention for online shopping platforms or not? In the research, primary data represent the respondent from Delhi NCR. The author applied linear regression to validate the research idea. The findings indicate that attitudinal loyalty significantly enforces customer retention over behavioural loyalty. Also, brand image mediates the impact of attitudinal loyalty on retention.

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Section: Literature Review and Proposed Modelmentioning

confidence: 99%

An Empirical Analysis of the Dimension of Loyalty to Determine Customer Retention for E-Commerce

Dwivedi

2023

Journal of Creating Value

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“…According to an article (Konitzer, 2021), representation can greatly influence one's business and can make one unique from its competitors. Customer engagement means that customers trust a brand, become loyal to it, and feels excitement about brand (Bansal, 2016). There is another chance that the customer will eventually contact the MSME owner and buy again their products or services.…”

Section: Operational Frameworkmentioning

confidence: 99%

The Role of Social Network Marketing to Micro, Small, and Medium Enterprises in Luzon Area

Dalmacio

2023

IJRP

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Social networking sites such as Facebook, YouTube, Instagram, TikTok, and the likes have given micro, small and medium enterprises the opportunity to innovate their marketing strategy. This study determined the role of social network marketing in micro, small, and medium enterprise (MSME) in terms of representation, customer engagement, and lead conversion. Using descriptive and comparative research design, the data gathered came from 260 MSME owners and were tested using descriptive statistics: frequency, percentage, and mean. Analysis of Variance (ANOVA) was also used. Results revealed that there is a significant difference in the representation, customer engagement, and lead conversion roles of the social networking sites when MSMEs are grouped according to size. Utilizing the results of the current study, a capstone project or action plan is proposed for implementation in order to help the micro, small and medium enterprises in the Luzon area.

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“…Customer engagement is the emotional attachment that customers experience during regular interactions with a brand (Bansal & Pruthi, 2021). According to research by Monferrer et al (Monferrer et al, 2019), customer engagement and customer loyalty have a strong relationship in the banking-retail industry.…”

Section: Introductionmentioning

confidence: 99%

Analysis Of Factors Which Affect Cafe Customer Loyalty Post Covid-19 Pandemic Using Structural Equation Modeling

Lutecia,

Suryadi

2024

ARL

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One of the MSME business sectors that is most popular and frequently visited by Indonesian people is cafes. In December 2019, the global health crisis caused by the Coronavirus disease (COVID-19) began to hit, causing the world to be caught unprepared and to disrupt business activities, one of which is the cafe sector. To encourage people to visit cafes and increase revenue, further research is needed regarding factors that can increase customer purchasing power through customer loyalty. This study took data from online respondents to see their perceptions of the factors that influence customer loyalty for cafe visitors in the Greater Jakarta area. The results of distributing this questionnaire were then processed using Structural Equation Modeling (SEM). From this study it was found that customer satisfaction has the most influence on customer loyalty, which is then followed by trust and customer engagement. It was also found that service quality has a direct effect on customer loyalty. Atmosphere & environment has an indirect effect on customer loyalty. However, brand image, employee attitude, price and product quality were found to have no effect on customer loyalty.

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Role of Customer Engagement in Building Customer Loyalty- A Literature Review

Cited by 17 publications

References 6 publications

An Empirical Analysis of the Dimension of Loyalty to Determine Customer Retention for E-Commerce

An Empirical Analysis of the Dimension of Loyalty to Determine Customer Retention for E-Commerce

The Role of Social Network Marketing to Micro, Small, and Medium Enterprises in Luzon Area

Analysis Of Factors Which Affect Cafe Customer Loyalty Post Covid-19 Pandemic Using Structural Equation Modeling

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