The influence of brand experience and service quality on customer engagement

2019 ◽  
Vol 50 ◽  
pp. 50-59 ◽  
Author(s):  
Catherine Prentice ◽  
Xuequn Wang ◽  
Sandra Maria Correia Loureiro
Keyword(s):  
Service Quality ◽  
Customer Engagement ◽  
Brand Experience

scholarly journals Effect of Brand Experience on Customer Engagement Through Quality Services of Online Sellers to Students in Bekasi

2022 ◽  
Vol 12 ◽  
Author(s):  
Netty Merdiaty ◽  
Neil Aldrin
Keyword(s):  
Service Quality ◽  
Direct Effect ◽  
Behavioral Change ◽  
Student Experiences ◽  
Customer Engagement ◽  
Brand Experience ◽  
Emotional Attachment ◽  
Emotional Connection ◽  
Positive Experiences ◽  
Mediator Variable

Customer engagement refers to the emotional attachment a student experiences as a customer during repeated and ongoing interactions. Engagement occurs through satisfaction, loyalty, and excitement about the brand experience. Organizations engage customers at the point of behavioral change by exploring opportunities for emotional connection through continuous and consistent positive experiences. When customers engage with a brand experience, they feel emotionally connected and excited about the product and the service quality. This study’s purpose is examining the effect of brand experience on customer engagement by using service quality as a mediator variable; this research was conducted by collecting data from 254 students of the iGeneration born in 1995. Overall, 254 students participated in this study. Of them, 172 people or 68% of the total respondents in this study were women, and 82 people or 32% were males. The results show no direct effect of brand experience on customer engagement, and there is a role for service quality mediators that mediate brand experience and customer engagement. The results are discussed, and the implications for the organization are mentioned.

scholarly journals Peran E-Servqual Dalam Customer Engagement

2019 ◽  
Vol 15 (1) ◽  
pp. 36-42
Author(s):  
Nadia Sasmita Wijayanti
Keyword(s):  
Service Quality ◽  
Customer Service ◽  
Customer Loyalty ◽  
Customer Engagement ◽  
Online Service ◽  
Market Leader ◽  
The Right ◽  
Modern Era

Sejumlah brand sukses menempatkan diri di hati konsumen, namun banyak pula yang gagal. Keberhasilan brand memikat hati customer berarti sukses menjalin hubungan dengan customer. Perlu cara dan startegi yang tepat agar brand mampu memikat kosumen dan keluar sebagai market leader. Dalam menjalankan bisnis dan memberikan pelayanan konsumen perlu memperhatikan keinginan konsumen. Di era serba modern dan informasi tanpa batas, bermunculan marketplace dan perusahaan eksponensial, menyebabkan keinginan konsumen untuk dilayani serba cepat dan ringkas. Kualitas jasa layanan online yang maksimal akan menciptakan customer loyalty yang berujung pada customer engagement. Kata kunci: E-servqual, Kualitas layanan jasa online, customer loyalty, customer engagement.  Abstract: The Role of E-Servqual in Customer Engagement. A number of brands successfully place themselves in the hearts of consumers, but many also fail. The success of the brand captivates the customer means successful relationship with the customer. Need the right way and strategy so that the brand can attract consumers and come out as the market leader. In running a business and providing customer service, it is necessary to pay attention to consumer desires. In the modern era and unlimited information, emerging marketplaces and exponential companies, cause consumers to be served quickly and concisely. The maximum quality of online services will create customer loyalty which leads to customer engagement. Kata kunci: E-servqual, Online Service Quality, customer loyalty, customer engagement.

Customer reciprocity in greening: the role of service quality

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Debarati Basu ◽  
Kamalika Chakraborty ◽  
Shabana Mitra ◽  
Nishant Kumar Verma
Keyword(s):  
Service Quality ◽  
Price Competition ◽  
Emerging Market ◽  
Maximum Growth ◽  
Customer Engagement ◽  
Content Type ◽  
Key Stakeholders ◽  
Business To Consumer ◽  
Operational Processes

Purpose Firms are increasingly making customers key stakeholders in their greening processes, requiring them to voluntarily use their resources to benefit the firm. In this context, this paper develops a new construct – tangible customer citizenship behaviour (CCB), i.e. voluntary participation of customer in operational processes of the company beyond normal requirements of exchange. This requires more involvement than the already documented intangible CCB. The purpose of the paper is to then explore whether service quality (SQ) (online and offline) influences such voluntary customer reciprocity in greening. Design/methodology/approach This study used a virtual survey among 400 customers of e-commerce firms that have adopted greening practices requiring customer engagement and regressions were used to test the hypotheses. Findings The authors find that both online and offline SQ positively impact intangible CCB but have no impact on customer greening reciprocity (tangible CCB). Additionally, the authors find that offline SQ positively impacts customer greening awareness. However, in spite of the presence of greening awareness and display of intangible CCB, SQ does not have any impact on greening reciprocity. Originality/value This study introduces to literature a more tangible form of voluntary behaviour on the part of the customer, i.e. tangible CCB or reciprocity. To the best of the authors’ knowledge, it is also one of the first to study the customer as an important stakeholder and participant in a business-to-consumer firm’s operating processes, particularly in greening which has no direct impact on the firm’s core offering. The focus on greening in the Indian context is also novel given the greening costs and requirements and the price competition are very different in emerging market contexts where e-commerce firms are experiencing the maximum growth.

The Antecedents and Consequences of Customer Engagement: An Exploratory Study on the Mobile Business in Thailand

2016 ◽  
Vol 17 (2) ◽  
pp. 41-58
Author(s):  
Theingi ◽  
Suchira Phoorithewet ◽  
Yunmei Wang ◽  
Sikankaew Panthongprasert
Keyword(s):  
Service Quality ◽  
Customer Loyalty ◽  
Exploratory Study ◽  
Mobile Network ◽  
Switching Behavior ◽  
Customer Engagement ◽  
Buying Behavior ◽  
Mobile Business ◽  
Antecedents And Consequences

This study explores the antecedents and consequences of customer engagement behaviors in the Thai mobile network business. This study found that the approach to switching behavior and cross-buying behavior is connected to customer loyalty behaviors. However, the spending behaviors of customers may not be a good indicator of customer loyalty in the mobile network business because those who do not have the intention to switch to another brand do not necessarily increase their spending. In addition, most respondents are concerned with competitive promotional packages, which influence customer engagement behaviors. Hence, it was proposed that service quality and competitive promotional packages are antecedents to customer engagement behaviors and all these factors are important in explaining customer loyalty toward mobile network providers in Thailand.

scholarly journals Service quality, religiosity, customer satisfaction, customer engagement and Islamic bank’s customer loyalty

2019 ◽  
Vol 11 (6) ◽  
pp. 1691-1705 ◽  
Author(s):  
Abror Abror ◽  
Dina Patrisia ◽  
Yunita Engriani ◽  
Susi Evanita ◽  
Yasri Yasri ◽  
...  
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Customer Loyalty ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Islamic Banks ◽  
Content Type ◽  
Islamic Bank ◽  
Moderating Role

Purpose The purpose of this study is to investigate the influential factors of customer loyalty to Islamic banks, namely, service quality, customer satisfaction, customer engagement and religiosity. Design/methodology/approach This study is a survey of 335 Islamic bank customers in West Sumatra, Indonesia. This research deployed purposive sampling and analyzed the data by using covariance-based structural equation modeling. Findings Service quality has a positive and significant impact on customer satisfaction. Religiosity has a significant and negative moderating impact on the service quality–customer satisfaction relationship. Service quality has no significant influence on customer loyalty. Customer satisfaction is a significant antecedent of customer engagement and loyalty. Finally, customer engagement has a significant and positive effect on customer loyalty. Research limitations/implications This study is a combination of cross-sectional and a single-country case. Accordingly, the results may not be representative of other countries. Similar studies in longitudinal data collection are conducted in other countries (e.g. ASEAN countries), which would therefore be worthwhile. Some antecedents of customer loyalty have been neglected in this study (e.g. customer value co-creation and customer commitment); hence, the future study may investigate those factors. Practical implications By considering these Islamic banks’ antecedents, the Islamic banks might enhance their customer loyalty. Also, this study has revealed the moderating role of religiosity in a loyalty relationship. Therefore, it will give insights for the Islamic bank managers in decision-making. Originality/value This study has revealed the moderating role of religiosity on the link between service quality and customer satisfaction in Islamic banks, which is, to the authors’ knowledge, neglected in the previous studies. The customers with high religiosity will have a higher standard of satisfaction and demand a better service quality than the customers with low religiosity. This study has also examined the relationships between service quality, religiosity, customer satisfaction, customer engagement and loyalty as a whole, which have been limited previously.

scholarly journals Service quality in a post-crisis context: emotional effects and behaviours

2019 ◽  
Vol 38 (1) ◽  
pp. 175-198 ◽  
Author(s):  
Manuel Idrovo Arguello ◽  
Diego Monferrer Tirado ◽  
Marta Estrada Guillén
Keyword(s):  
Quality Of Service ◽  
Service Quality ◽  
Positive Emotions ◽  
Essential Elements ◽  
Structural Equations ◽  
Customer Engagement ◽  
Content Type ◽  
Different Dimensions ◽  
The Impact

Purpose The purpose of this paper is to analyse the influence of service quality dimensions as determinants of the emotional and relational behaviours experienced by the client in bank branches in the post-crisis context experienced by Spanish financial institutions. Design/methodology/approach Data taken from a total of 1,125 customers were analysed through structural equations modelling (EQS6.1) to test the relationships of the proposed model’s variables. Findings The results support the hypotheses stated, with the exception of the influence of a service quality dimension (servicescape) on emotions during the service. In fact, the dimensions of the service quality of an intangible nature (personnel, outcome and social) are determinants of the positive emotions and relational behaviours of clients around the service provided by the branches. For its part, servicescape quality, of a more tangible nature, exerts indirect influence on the other dimensions that compose the quality of service. Practical implications This paper provides senior bank executives established evidence on the degree of influence of the different dimensions in relation to the quality of service in the bank branch. Furthermore, it emphasises the importance of emotional factors during service as essential elements in strengthening customer–staff relationships under a non-transactional dynamic. Originality/value This paper has adopted an analytical holistic, theoretical and empirical perspective on the impact of the different dimensions of service quality (servicescape, personnel, outcome and social) as well as to the emotions experienced by banking customers during services and its lasting effect on customer engagement and customer advocacy.

Mobile banking service quality and customer relationships

2017 ◽  
Vol 35 (7) ◽  
pp. 1068-1089 ◽  
Author(s):  
Manon Arcand ◽  
Sandrine PromTep ◽  
Isabelle Brun ◽  
Lova Rajaobelina
Keyword(s):  
Service Quality ◽  
Relationship Quality ◽  
Customer Engagement ◽  
Mobile Banking ◽  
Mobile Platforms ◽  
Content Type ◽  
Banking Service ◽  
Quality Dimensions ◽  
Service Quality Dimensions ◽  
The Impact

Purpose The purpose of this paper is to investigate the multidimensional concept of mobile banking service quality (security/privacy, practicity, design/aesthetics, enjoyment and sociality) and the impact of the latter on the quality of the relationship (commitment, trust and satisfaction) between consumers and their primary financial institution. Design/methodology/approach An online survey was conducted using a sample of 375 respondents, all owners of a mobile device and all accustomed to conducting banking activities on mobile platforms. Results were analyzed using structural modeling techniques (EQS 6.1). Findings Findings confirm that trust significantly and positively impacts commitment/satisfaction. Mobile banking service quality dimensions also influence trust and commitment/satisfaction. Trust is associated with security/privacy and practicity (regarded as utilitarian factors), while commitment/satisfaction is driven by enjoyment and sociality (dimensions more hedonic by nature). No link is found between interface design and either trust or commitment/satisfaction. Originality/value This study contributes to bank marketing theory since it is the first to demonstrate how key mobile banking service quality dimensions drive customer perceptions of relationship quality. In doing so, this research extends beyond mobile adoption (short term) by addressing customer engagement with financial institutions and issues relating to relationship quality (long term). Regarding managerial implications, findings signal to marketers in the financial services industry the importance of not underestimating the power of hedonic factors (sociality and enjoyment) when developing mobile platforms. These dimensions are often overlooked in the banking industry, a sector in which consumers are believed to be mostly driven by utilitarian motives.

scholarly journals Pengaruh Customer Engagement dan E-Service Quality Terhadap Online Repurchase Intention dengan Customer Satisfaction Sebagai Variabel Intervening pada Marketplace Shopee

2020 ◽  
Vol 2 (1) ◽  
pp. 89-100
Author(s):  
Alfi Nurul Hikmah ◽  
Sulis Riptiono
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Customer Engagement ◽  
Repurchase Intention

Penelitian ini dilakukan berdasarkan fenomena, dan didukung jurnal yang ada, sehingga peneliti tertarik melakukan penelitian tentang pengaruh customer engagement dan e-service quality terhadap online repurchase intention dengan customer satisfaction sebagai variabel intervening. Tujuan penelitian ini adalah menganalisis dan menjelaskan pengaruh antara variabel independen, variabel intervening dan variabel dependen.  Populasi penelitian ini yaitu mahasiswa STIE Putra Bangsa Kebumen pengunjung marketplace Shopee. Sampel dalam penelitian ini sebanyak 100 orang. Teknik pengambilan sampel yang digunakan adalah accidental sampling. Metode pengumpulan data dengan kuesioner. Sikap responden diukur dengan skala likert 4 tingkatan dan data yang diperoleh diolah dengan analisis SPSS (Statistical Product and Service Solution) for windows versi 24.0. Analisis data menggunakan analisis deskriptif, dan analisis statistik (analisis jalur). Hasil penelitian menunjukkan bahwa terdapat pengaruh signifikan antara variabel customer engagement  terhadap customer satisfaction, selanjutnya e-service quality berpengaruh signifikan terhadap customer satisfaction, customer engagement berpengaruh signifikan terhadap online repurchase intention, e-service quality berpengaruh signifikan terhadap online repurchase intention, serta  customer satisfaction berpengaruh signifikan terhadap online repurchase intention.

scholarly journals The Influence of E-service Quality On Marketplace Platform Towards Customer Loyalty

2021 ◽  
Vol 9 (1) ◽  
pp. 1-11
Author(s):  
Nurul Izyan Mat Daud ◽  
Nur Athirah Syazwani Aziz ◽  
Fatihah Mohd ◽  
Nur Ain Ayunni Sabri
Keyword(s):  
Service Quality ◽  
Customer Loyalty ◽  
Significant Relationship ◽  
Sampling Technique ◽  
Customer Engagement ◽  
Online Platform ◽  
Independent Variables ◽  
Online Marketplaces ◽  
Convenience Sampling

With the increasing of online marketplaces, online platform must come out with the solutions or ways in order to engage their relationship with customer. Hence, this study aims to examine the roles of e-service quality of online platform in customer loyalty. Convenience sampling technique was used, and data were collected using questionnaires. A sample of 248 respondents among final year students of Universiti Malaysia Kelantan, Pengkalan Chepa were selected. From the obtained results, study showed that there is a significant relationship between independent variables; reliability and security in Shopee platform towards the customer loyalty, respectively. With this finding, it can help and provide the marketers in terms of e-service quality to develop the customer engagement for the sake of customer loyalty. Therefore, the sustainability of the business can be maintained

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