The Role of Customer Engagement on Customer Loyalty: A Study at a Private Higher Education Institution

Manggarani, Cynthia Ayu

doi:10.26487/hebr.v2i1.1483

Cited by 3 publications

(3 citation statements)

References 43 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…When customers are satisfied with the products or services they have purchased and used, the customers will be loyal to the company's products and services therefore they will be loyal to the company. This is proven by previous researzch in the following industries: banking [2][3][4][5][6][7][8], airlines [9], education [10], entertainment [11], food [12][13][14], hospital [15], hotel [16], manufacture [17], retail [18][19][20][21], shipping [22][23], telecommunication [24][25][26][27]. Those research conclude that customer satisfaction has a significant positive effect on customer loyalty.…”

Section: Introductionsupporting

confidence: 57%

Satisfaction and Loyalty of Banking Customers in Indonesia

Azizah

Puspito²

2021

IJOE

View full text Add to dashboard Cite

Improved customer satisfaction and loyalty are essential metrics in increasing a company's revenue and profit in the banking industry. This research aims to determine the effect of satisfaction on loyalty among bank customers in Indonesia. The study was conducted by face to face interview method (F2F) among 1910 bank customers in eight metropolis in Indonesia (2019). The sampling method used a random sampling followed by a booster sampling approach. The analysis was conducted using the Structural Equation Modeling (SEM) by WarpPLS approach. The results show that satisfaction positively and very significantly affects loyalty.

show abstract

Section: Introductionsupporting

confidence: 57%

Satisfaction and Loyalty of Banking Customers in Indonesia

Azizah

Puspito²

2021

IJOE

View full text Add to dashboard Cite

show abstract

“…As a result, universities that want to hold onto their students through graduation could consider student loyalty to be a crucial success ind icator for their business. According to earlier research, factors including engagement (Cynthia, 2018) student satisfaction (Hartono & Tjahjadhi, 2019;Rik & Sudeepta, 2019) service quality, motivation, satisfaction, trust and commitment are all precursors of loyalty (Lee & Lee, 2018;Rodríguez-Ardura & Meseguer-Artola, 2017;Song & Kim, 2012).…”

Section: Introductionmentioning

confidence: 98%

Student engagement, brand image and loyalty relationships: The mediating role of student satisfaction

Osman,

Joarder,

Hoque

et al. 2024

JEELR

View full text Add to dashboard Cite

The aim of this study is to explore the relationship between student engagement, brand image, student satisfaction and loyalty. Furthermore, the study intends to explore the mediating role of student satisfaction in the relationship between engagement and loyalty as well as brand image and loyalty in the context of higher education. A representative sample of 296 students from the three best private universities in Dhaka has been gathered in order to test the hypotheses. The study demonstrates that brand image has a favorable impact on student satisfaction while student engagement has no influence on student satisfaction. The results show that loyalty is heavily influenced by the student satisfaction construct. When there is no mediation between student engagement and loyalty, a complete mediation is recognized when student satisfaction is a mediator between brand image and student loyalty. The study also reveals that there is a negative correlation between student engagement and satisfaction. The results of the research definitely improve brand perception which keeps students engaged to their higher education.

show abstract

“…The company will build relationships with consumers so that it will create a strong brand attachment. Consumer satisfaction has a positive impact on brand affection to increase brand loyalty (Manggarani, 2018). However, brand attachment leads to healthy consumer behavior such as brand loyalty and negative consumer behavior such as trash-talking, schadenfreude, and anti-brand action (Japutra et al, 2018).…”

Section: Introductionmentioning

confidence: 99%

The Negative Side of Brand Attachment in Producing Negative Consumer Behavior

Manggarani¹,

Notylia²,

Patiro

2021

MIX

Self Cite

View full text Add to dashboard Cite

This research is triggered by the author's concern about a brand that will build a strong bond with consumers regardless of the impact it will have. Previous research conducted in the UK stated that brand attachment not only leads to favorable consumer behavior such as brand loyalty, but also detrimental consumer behavior such as trash-talking, schadenfreude and anti-brand actions which are only moderated by attachment avoidance styles (Japutra et al. , 2018). Trash-talking is different from negative WOM. The purpose of this study was to examine positive behavior (brand loyalty) and negative consumer behavior (trash-talking, schadenfreude, and anti-brand action) due to brand attachment using anxiety attachment style and attachment avoidance style as moderating variables in Indonesia. This study uses an online questionnaire method with a sample of 80 respondents. Furthermore, the data were tested using the PLS-SEM method with the help of the WarpPLS 7.0 software. The results explain that strong brand attachment has a strong influence on brand loyalty, trash-talking, schadenfreude, and anti-brand actions. However, these relationships were not moderated by either anxiety attachment styles or avoidance attachment styles. It can be concluded that the relationship between the brand attachment variable and the brand loyalty variable, the trash-talking variable, the schadenfreude variable and the anti-brand action variable were not moderated by the anxiety attachment style and the avoidance attachment style.

show abstract

The Role of Customer Engagement on Customer Loyalty: A Study at a Private Higher Education Institution

Cited by 3 publications

References 43 publications

Satisfaction and Loyalty of Banking Customers in Indonesia

Satisfaction and Loyalty of Banking Customers in Indonesia

Student engagement, brand image and loyalty relationships: The mediating role of student satisfaction

The Negative Side of Brand Attachment in Producing Negative Consumer Behavior

Contact Info

Product

Resources

About