The impact of customer engagement on customer happiness

Abstract

Previous studies have found relationships between variables that predict happiness and engagement. While this suggests that engagement is a basis for generating customer happiness, the literature does not provide sufficient confirmatory evidence. Thus, the effects of different engagement intensities remain unclear. Focusing on conditions related to the Starbucks brand, this study analyzed how (1) passive and active engagement impacted customer happiness and (2) happiness impacted word of mouth (WOM) and purchase intention. Data were collected through an online survey among 802 Peruvian customers, all of whom were recruited via non‐probabilistic sampling. Because two exogenous variables were considered formative (i.e., customer engagement and customer happiness), a partial least‐squares structural equation model (PLS‐SEM) was used for the analysis. In sum, engagement (both passive and active) significantly and positively impacted customer happiness, which then positively impacted WOM and purchase intention. Given that engagement is associated with variables that are broadly related to happiness, this study makes new contributions by (i) clarifying how customer engagement can generate customer happiness, (ii) identifying differences between active and passive engagement, and (iii) adding evidence for use in the debate on the purpose of marketing and traditional practices such as engagement. As discussed in the paper, these findings have theoretical and practical implications for brand managers.

Purchase intention of fashion brand retailers: a journey through consumer engagement and happiness

“…It means that the happiness derived from such consumption becomes synonymous with improvement in their social and personal quality of life (Ayadi et al, 2017). Secondly, this study demonstrates to the managers of these organizations that a greater understanding of consumer happiness and consumer brand management is the element that favors human beings' purchase intention in today's globalized society (Pipoli de Azambuja et al, 2023). It also highlights to marketing managers of fashion retail shops the need to undertake strategies focused on stimulating their consumers' hedonic and eudaimonic motivations, both at the time of purchase and in the postsale process (Ray and Nayak, 2023).…”

“…It means that the happiness derived from such consumption becomes synonymous with improvement in their social and personal quality of life (Ayadi et al ., 2017). Secondly, this study demonstrates to the managers of these organizations that a greater understanding of consumer happiness and consumer brand management is the element that favors human beings' purchase intention in today's globalized society (Pipoli de Azambuja et al. , 2023).…”

“…In light of this research, marketing specialists explore how consumers' purchase intention is motivated by satisfying their material needs and the state of happiness that acquiring a particular product or service brings them (Pipoli de Azambuja et al ., 2023). In this context, studies have emerged that analyze the importance of the consumer happiness construct in the marketing strategies carried out by companies in the customer loyalty process in this globalized society (Cuesta-Valiño et al ., 2023).…”

“…One of the reasons for this is that academic studies of consumer happiness are in an emerging phase (Chen et al, 2021). Marketers need to pay more attention to examining how consumer happiness not only facilitates the existence of a strong consumer commitment to the brand but also establishes a state of positive emotions in human beings that incentivizes their purchase intention (Pipoli de Azambuja et al, 2023). There needs to be more conclusive academic work in the current literature on the benefits of consumer happiness for all stakeholders (Sato et al, 2023).…”

Research on the construction of a visualization platform for customer demand analysis based on big data technology

“…The analysis concluded that online reviews, etc., would have a positive impact on customer knowledge sharing [9]. Gina María Pipoli Azambuja, et al further investigated the relationship between passive and active customer engagement on customer well-being [10]. Lee, L. et al used an experience sampling method to explore the impact on customer-directed behavior using a customer-centered approach [11], while A. Gabaldón et al devised a customer demand baseline that can be used to assess response [12].…”