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The moderating role of customer engagement experiences in customer satisfaction–loyalty relationship

The moderating role of customer engagement experiences in customer satisfaction–loyalty relationship This study aims to examine the moderating role of customer engagement experiences in satisfaction–loyalty relationship in the digital business environment. This paper looks at mobile apps for shopping and travel planning to understand these relationships.Design/methodology/approachThis paper includes the conceptualization and validation of the proposed relationship through multiple studies. An exploratory qualitative study was conducted to identify the relevant engagement experiences. Subsequently, multiple quantitative studies were conducted to examine the proposed relationships.FindingsThe effect of satisfaction on continuance intention is stronger among customers with higher levels of engagement. Further, the propensity to provide electronic word of mouth is non-linear in customers with higher levels of engagement and may not vary directly with satisfaction levels.Research limitations/implicationsThe findings of this study contribute to the emerging literature on customer engagement and mobile app-usage domains. Future studies may examine such a relationship in different businesses and on varied digital platforms.Practical implicationsThe findings of this paper may provide actionable insights to marketers, giving them a mechanism to segment customers based on engagement levels and using discretion while focusing on satisfaction levels among different segments.Originality/valueThis study validates the proposed moderating role of customer engagement in the satisfaction–loyalty relationship. The non-linear relationship between satisfaction and loyalty is also demonstrated. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

The moderating role of customer engagement experiences in customer satisfaction–loyalty relationship

Thakur, Rakhi
European Journal of Marketing , Volume 53 (7): 33 – Aug 22, 2019
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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0309-0566
DOI
10.1108/ejm-11-2017-0895
Publisher site
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Abstract

This study aims to examine the moderating role of customer engagement experiences in satisfaction–loyalty relationship in the digital business environment. This paper looks at mobile apps for shopping and travel planning to understand these relationships.Design/methodology/approachThis paper includes the conceptualization and validation of the proposed relationship through multiple studies. An exploratory qualitative study was conducted to identify the relevant engagement experiences. Subsequently, multiple quantitative studies were conducted to examine the proposed relationships.FindingsThe effect of satisfaction on continuance intention is stronger among customers with higher levels of engagement. Further, the propensity to provide electronic word of mouth is non-linear in customers with higher levels of engagement and may not vary directly with satisfaction levels.Research limitations/implicationsThe findings of this study contribute to the emerging literature on customer engagement and mobile app-usage domains. Future studies may examine such a relationship in different businesses and on varied digital platforms.Practical implicationsThe findings of this paper may provide actionable insights to marketers, giving them a mechanism to segment customers based on engagement levels and using discretion while focusing on satisfaction levels among different segments.Originality/valueThis study validates the proposed moderating role of customer engagement in the satisfaction–loyalty relationship. The non-linear relationship between satisfaction and loyalty is also demonstrated.

Journal

European Journal of Marketing – Emerald Publishing

Published: Aug 22, 2019

Keywords: Satisfaction; Mobile apps; Moderation; Loyalty; Customer engagement

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