The Relationship Between Customer Engagement, Satisfaction, and Loyalty

Abstract

This article examines how customer engagement influences customer satisfaction, experience, trust, and loyalty in the context of mobile banking as well as the role of customer experience and trust as mediating variables in customer engagement with customer satisfaction and customer loyalty. For these purposes, a conceptual framework based on the content analysis of the previous studies was developed. The data for this research were collected from 406 customers using mobile banking services in Jordan. The responses are verified using structural equation modelling. Customer engagement positively influences customer trust and experience, while the impact of customer engagement on customer satisfaction and loyalty is partially mediated by customer trust. The study findings may aid future researchers in their quest in understanding the inherent relationships that lie between the constructs' questions and may provide a platform for banking managers in their efforts to improve their online banking customers satisfaction.

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

“…To see the complete license contents, please visit http://creativecommons.org/licenses/by-nc/4.0/ significant influence on airline customer loyalty. The results of this study also support previous studies with the object of research on internet service customers and mobile phone applications, such as in the study of Al-Dmour et al (2019) conducted on mobile banking application customers in Jordan, then research conducted by Thakur (2016) on mobile shopping and travel planning application users, and Brodie et al (2013) on online virtual communities.…”

Investigating the antecedents and outcome of commitment in a business-to-consumer service environment

“…Djajanto, Afiatin and Haris (2019) argued that relationship marketing is a strong driver of customer retention, because it is built on continuous customer engagement and collaboration. This sentiment is supported by scholars like Al-Dmour, Ali and Al-Dmour (2019) and Wongsansukcharoen (2022), who have stated that the management of customer relationships should be founded on the principle of engagement to strengthen loyalty. Considering this, relationship building should benefit all parties to the relationship and support long-term relationship-building elements, such as customer commitment and customer loyalty (Ahrholdt, Gudergan & Ringle 2019).…”

Business continuity through customer engagement in sustainable supply chain management: outlining the enablers to manage disruption

“…When constraints are high and resources are limited, identifying key customer engagement enablers to focus on can support managerial decision-making for business continuity, creating a winning scenario for all the entities of SCM. Customer engagement enhances business performance (Al-Dmour et al 2019), and identification and prioritisation are vital.…”

“…Customer engagement builds a shared identity (Grewal et al 2017) with internal and external customers to achieve organisation's economic performance (Al-Dmour et al 2019) and also respond effectively to global and potential risk (Sánchez-Flores et al 2020). Carter and Rogers's (2008) conceptual framework on sustainability involving the triple bottom line of economic, environmental and social aspects concludes strategic and effective coordination for competitiveness, and resilience (Seuring and Muller 2008b) of focal organisation and supply chain.…”