The impact of touchpoints on customer engagement: the mediating role of relationship quality and brand attachment

2021 ◽  
Vol 1 (1) ◽  
pp. 1
Author(s):  
Chanongkorn Kuntonbutr ◽  
Surasak Suthongwan
Keyword(s):  
Relationship Quality ◽  
Customer Engagement ◽  
Brand Attachment ◽  
Mediating Role ◽  
The Impact

scholarly journals CSR and Customer Outcomes: The Mediating Role of Customer Engagement

2018 ◽  
Vol 10 (11) ◽  
pp. 4243 ◽  
Author(s):  
Moazzam Abbas ◽  
Yongqiang Gao ◽  
Sayyed Shah
Keyword(s):  
Structural Equation ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Mediating Role ◽  
Customer Feedback ◽  
State Of Mind ◽  
Csr Image ◽  
The Impact ◽  
Customer Outcomes

Corporate social responsibility (CSR) image positively affects customer outcomes. Despite researchers’ interest in the investigation of company favoring outcomes still, there is a need to further examine the psychological mechanisms that generate these outcomes. Customer engagement (CE) is a state of mind that drives customer behavior. The role of CE has been fully ignored in CSR literature. We suggest that CSR engenders CE and examine the mediating role of CE between CSR and behavioral outcomes. A survey of 455 customers of banking services in Pakistan provided empirical evidence for hypothesis testing. Structural equation modeling was used to analyze the data. We find that CSR image induces CE that gives rise to behavioral responses i.e., customer loyalty, word-of-mouth (WOM) and customer feedback. This is the first study to examine the impact of CSR on customer feedback and to investigate the mediating role of CE.

scholarly journals The Mediating Role of Customer Engagement on Brand Involvement and Emotional Brand Attachment

2021 ◽  
Vol 9 (2) ◽  
pp. 19-40
Author(s):  
Shehla Qaiser ◽  
Muhammad Adnan Bashir ◽  
Muhammad Yasir ◽  
Syed Muhammad Fahim
Keyword(s):  
Customer Engagement ◽  
Brand Attachment ◽  
Mediating Role ◽  
Brand Involvement

The Role of Employee's Innovative Behavior in Strengthening the Impact of Customer Participation on Customer Engagement

2020 ◽  
Vol 11 (4) ◽  
pp. 1-19
Author(s):  
Elsayed Sobhy Ahmed Mohamed
Keyword(s):  
Banking Sector ◽  
Service Industry ◽  
Customer Participation ◽  
Customer Engagement ◽  
Direct And Indirect Effects ◽  
Innovative Behavior ◽  
Mediating Role ◽  
Long Run ◽  
The Impact

Given the intensive rivalry in the service industry, customer engagement has become a vital concern for the banking sector. This study investigates to what extent do customer participation (CP) impacts customer engagement through the mediating role of employee's innovative behavior. The authors put forward and test a theoretical framework of direct and indirect effects of CP on customer engagement via employee innovative behavior (EIB). Hypothetically, CP coupled with EIB is likely to influence customer engagement (CE). Empirical results based on a sample of 336 customers in Egyptian banks proved that customer engagement composed of three main dimensions: affective, cognitive, and behavioral. In addition, the findings support the hypotheses. Results also indicate that CP provides a basis for EIB and CE. Thus, the authors conjecture that CP and EIB improve customer engagement. Accordingly, they encourage Egyptian banks to cultivate their CP for harnessing their EIB in order to boost CE in the long run.

scholarly journals The Interaction Between Brand Image, Brand Attachment and Brand Loyalty in Green Branding Context: The Mediating Role of Customer Engagement

2021 ◽  
Vol 3 (4) ◽  
pp. 306-329
Author(s):  
İlkin Yaran Ögel
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Image ◽  
Positive Influence ◽  
Customer Engagement ◽  
Brand Attachment ◽  
Mediating Role ◽  
Independent Variable ◽  
Mediator Variable

As environmental problems are dramatically alarming the world, environmental issues have become the primary concerns of both consumers and companies. To please the environmental wants of consumers, many companies have to adopt green solutions today. Green brands are one of these solutions. Nevertheless, little has been known about the green brands. In this sense, this study attempts to explore the interaction between brand image (BIm), brand attachment (BAtt), customer engagement (CEn) and brand loyalty (BLo) within the scope of green brands as previously untapped context. In this study while brand image is determined as independent variable; customer engagement is specified as the mediator variable which mediates the link between brand image and brand attachment. Data were gathered from 428 participants through convenience sampling method. To examine the links between the variables in the suggested model, structural equation modelling was utilized. The results regarding the study bring out that brand image for green brands significantly influences customer engagement and brand attachment in a positive way; customer engagement has also a significant positive influence on brand attachment for green brands; and brand attachment for green brands significantly affects brand loyalty toward these brands in a positive way. In addition, partial mediating influence of customer engagement on the link between brand image for green brands and brand attachment was found significant. These findings also ensure applicable insights to practitioners, who are responsible for promotion of green brands, by emphasizing the importance of increasing brand image, customer engagement and customer attachment to generate loyal green customers.

scholarly journals Firms’ Co-Creation and Innovation by Toolkits Usage: The Mediating Role of Relationship Quality

2020 ◽  
Vol 4 (4) ◽  
pp. 31-40
Author(s):  
Keyword(s):  
Relationship Quality ◽  
Innovation Process ◽  
Business World ◽  
Mediating Role ◽  
Customer Involvement ◽  
Development Organizations ◽  
Modern Business ◽  
The Impact ◽  
Criterion Variables

In the modern business world, firms gain enormous success in innovation by involving customers in the innovation process. This approach ostensibly reduces firms’ cost by decreasing reliance on internal research and development. Organizations often use knowledge from customers via toolkits usage to fulfill customer’s need. Fulfilling customer needs through customer involvement in product innovation process via toolkits usage has seen favorable outcomes for the organizations. Therefore, the purpose of this research is to examine the impact of toolkits usage on co-creation and innovation, respectively. Additionally, this study aims investigate the mediating role of relationship quality between predictor and criterion variables. This study includes a survey of 393 manufacturing firms in Malaysia. Results confirm that toolkits usage is positively associated with innovation and relationship quality. Further, the results provide evidence that relationship quality plays a mediating role on the relationship between toolkits usage and criterion variables. The results assert important implications for practitioners wanting to reap benefits from individualized products through toolkits usage. In sum, manufacturers can garner value from toolkits usage within the context of an emerging economy, like Malaysia.

scholarly journals Impact of Self Expressive Brands and Brand Attachment on Brand Advocacy: The Mediating Role of Brand Love

2019 ◽  
Vol 7 (1) ◽  
pp. 27-36
Author(s):  
Abdul Qayyum ◽  
◽  
Ayesha Saeed
Keyword(s):  
Regression Analysis ◽  
Key Words ◽  
Research Project ◽  
Brand Attachment ◽  
Brand Love ◽  
Mediating Role ◽  
Brand Advocacy ◽  
The Impact ◽  
The Relationship

The main objective of this study was to examine the impact of self expressive brands and brand attachment on brand advocacy with the mediating role of brand love. Findings are revealed on the survey of people who get involved with the Clothing Brand and become brand advocates. Hypotheses were tested with a sample of 275 respondents and the regression analysis was conducted to test the hypotheses. The results of the study show the partial mediating impact of brand love on the relationship between self expressive brands and brand advocacy, while full mediation impact of brand love on brand attachment and brand advocacy relationship has been observed. This research project highlights that brand love needs to be created along with brand attachment in customers mind so as to make them brand advocates. The findings of this research will help the marketer for implementing better marketing techniques to make their brand more strong and recognizable among customers. Key words: Self Expressive Brands, Brand Attachment, Brand Love, Brand Advocacy, Clothing Brand

The Impact of Customer Experience and Relationship Quality on Corporate Reputation in the Hotel Sector

2021 ◽  
Vol 12 (2) ◽  
pp. 53-79
Author(s):  
Elsayed Sobhy Ahmed Mohamed
Keyword(s):  
Relationship Quality ◽  
Corporate Reputation ◽  
Customer Experience ◽  
Mediating Role ◽  
Long Run ◽  
Hotel Sector ◽  
Positive Direct ◽  
Makkah City ◽  
The Impact

Given the intensive competition in the hospitality industry, customer experience has become a vital concern for the hotel sector. This study examines to what extent customer experience (CE) impacts corporate reputation (CR) through the mediating role of relationship quality (RQ). The authors put forward and test a theoretical framework of direct effects of CE on CR and for RQ on CR. Moreover, the research model examined the indirect effects of CE on CR via RQ. Hypothetically, CE together with RQ is likely to influence CR. Empirical results based on a sample of 377 guests from hotels in Makkah city in KSA demonstrated that CE has a positive direct impact on RQ and positive indirect effect on CR which support the hypotheses. Results also indicate that CE provides a foundation for RQ and CR. Thus, they conjecture that CE and RQ enhance CR. Accordingly, they encourage KSA hotel sector to cultivate their CE for harnessing their RQ in order to boost CR in the long run.

scholarly journals EMPLOYEES’ ENGAGEMENT AND CUSTOMERS’ LOYALTY FOR UTILITARIAN SERVICES: A MODERATED MEDIATION MODEL

2021 ◽  
Vol 9 (3) ◽  
pp. 398-405
Author(s):  
Sajjad Ahmad Afridi ◽  
Wajid Khan ◽  
Asad Javed ◽  
Muhammad Waseem ◽  
Kaleem Saifullah
Keyword(s):  
Employee Engagement ◽  
Reliability And Validity ◽  
Sampling Technique ◽  
Underlying Mechanism ◽  
Insurance Companies ◽  
Customer Engagement ◽  
Mediating Role ◽  
Moderated Mediation Model ◽  
The Impact

Purpose of the study: The present study aimed to determine the impact of employee engagement on customers’ loyalty through customers’ engagement. Moreover, this study also aimed to examine the moderating role of customers’ trust and the mediating role of customers’ engagement on the relationship between employees’ engagement and customers’ loyalty. Methodology: The data were collected from 220 insurance service users through a non-probability sampling technique. Data reliability and validity were confirmed through Cronbach’s alpha and confirmatory factor analysis and hypotheses were tested through Andrew F. Hayes model 7. Main Findings: Results show a significant direct effect of employee engagement on customers’ loyalty. Moreover, the findings confirmed the significant role of customers’ engagement as a mediator between employee engagement and customers’ loyalty. Results also confirmed customers’ trust moderating effect between employee engagement and customers’ engagement. Furthermore, the result confirmed the mediation of trust-based-customers engagement between the link of employee engagement and customers’ loyalty. Applications of this study: This study would have some positive repercussions for utilitarian services such as insurance services providers. For instance, this study's findings revealed the process through which companies can make customers more loyal. Insurance companies through their employees' engagement and customer engagement can make a dyade that can better explain customers’ loyalty. Novelty/Originality of this study: This study explored the underlying mechanism that links employee engagement to customers’ loyalty. Moreover, this study introduces a new term “trust-based engagement” as an important attribute in enhancing customers’ loyalty in general and particularly for insurance companies.

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