The role of customer engagement facets on the formation of attitude, loyalty and price perception

Abstract

Purpose This study aims to investigate the influence of customer satisfaction on four facets of customer engagement: customer influencer behavior, knowledge behavior, referral behavior and purchase behavior. Furthermore, its (in)direct influence on affective attitude, price perception and loyalty is investigated. Design/methodology/approach Two studies were conducted. First, an experimental scenario design was set up to investigate the hypothesized relations between customer engagement; customers’ affective attitude and their loyalty; and their price perceptions. Second, a survey at a national forest park center helped to secure external validity. Findings The results indicate that engaged customers develop a more positive affective attitude, which leads to increased future loyalty and positive price perceptions. In addition, the results suggest that assessing cognitive approaches exclusively is not sufficient for understanding customers’ price perceptions. Research limitations/implications Future research should investigate antecedents of customer engagement behaviors (CEBs) other than satisfaction, and extend this research by taking into account further mediators that might be cognitive rather than affective. Practical implications The results are of superior importance for services or tourism destinations. Fostering CEB can help in improving a destinations’ performance. Originality/value This research expands the current state of literature by investigating several dimensions of CEB at one time, as well as by examining customers’ affective attitude toward the organization as a potential mediator, extending previous research approaches.

Blockchain Technology for Winning Consumer Loyalty: Social Norm Analysis Using Structural Equation Modeling

“…In recent decades, researchers have put consistent effort into identifying the factors that lead to such an attitude, since users' attitude is believed to have a strong link with the level of consumers' loyalty [46,47]. The existing theoretical background supports that a more positive consumer attitude will lead to a positive value perception through emotional preferences [48,49].…”

“…We adjust the items to fit the Chinese consequence, as earn "face", or "Mian Zi" is important in Chinese culture [93], we develop the item "using Blockchain application will make me look good". The item attitude has been designed considering the studies of several authors [47,48]. The design of the items related to usability and hedonic was carried out based on the contributions of Khechine, Raymond, and Augier [104] and He, Zhang, and Zeng [105].…”

Social Networking Service as a Marketing Technology Tool and Sustainable Business in the Lodging Industry: Investigating the Difference across Older and Younger Age Groups among Tourists

“…Among the research variables, travellers' attachment to a brand was most influential on loyalty. Some previous studies on customer engagement revealed that customers' supportive behaviours have positive influences on their loyalty to a brand [45], but this research specified this relationship to the chain hotel industry and proved that travellers' attachment is the most vital constituent of loyalty formation. This research also went a step further and tested the modifying effect of age.…”

Experiential Value in Multi-Actor Service Ecosystems: Scale Development and Its Relation to Inter-Customer Helping Behavior

“…Relationship Among Value, Attitude, and Behavior Engagement research states that behaviors are causally driven by customer attitudes toward a firm (Kumar and Pansari, 2016;Pansari and Kumar, 2017;Petersen et al, 2018;Bergel et al, 2019). How the constructs of behavior and attitudes are related to the elements of multi-actor service ecosystems remains unclear.…”