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The role of customer engagement in the involvement-loyalty link

The role of customer engagement in the involvement-loyalty link The purpose of this paper is to investigate the relationship between the different dimensions of involvement and customer engagement (CE) and analyze the influence of CE on loyalty in an online retail context. The study also tests the mediation of CE between the facets of involvement and loyalty.Design/methodology/approachThe study employed a survey for data collection from online retail website users and analyzed the data with partial least squares – structural equation modeling.FindingsThe results reveal that the dimensions of involvement drive engagement differently. The risk importance and risk probability do not influence CE whereas the sign, interest, and pleasure are positively associated with CE. Furthermore, CE mediates the link between sign, interest, and pleasure dimensions of involvement and loyalty.Practical implicationsThis study provides insights for the managers that the perception of value from a brand starts at its product category level and values like sign, interest, and pleasure can be provided to the customers by not only brand consumption but also by engaging them with the brand.Originality/valueThis is among the first studies to have empirically tested the effect of dimensions of involvement on CE and explain the role of engagement as a means for the customers to achieve expected values. It also contributes to the extant CE literature by testing its mediating role between involvement dimensions and loyalty, thus augmenting the studies, which have explored the antecedents and consequences of CE. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

The role of customer engagement in the involvement-loyalty link

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References (57)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0263-4503
DOI
10.1108/mip-11-2017-0318
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to investigate the relationship between the different dimensions of involvement and customer engagement (CE) and analyze the influence of CE on loyalty in an online retail context. The study also tests the mediation of CE between the facets of involvement and loyalty.Design/methodology/approachThe study employed a survey for data collection from online retail website users and analyzed the data with partial least squares – structural equation modeling.FindingsThe results reveal that the dimensions of involvement drive engagement differently. The risk importance and risk probability do not influence CE whereas the sign, interest, and pleasure are positively associated with CE. Furthermore, CE mediates the link between sign, interest, and pleasure dimensions of involvement and loyalty.Practical implicationsThis study provides insights for the managers that the perception of value from a brand starts at its product category level and values like sign, interest, and pleasure can be provided to the customers by not only brand consumption but also by engaging them with the brand.Originality/valueThis is among the first studies to have empirically tested the effect of dimensions of involvement on CE and explain the role of engagement as a means for the customers to achieve expected values. It also contributes to the extant CE literature by testing its mediating role between involvement dimensions and loyalty, thus augmenting the studies, which have explored the antecedents and consequences of CE.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Jan 25, 2019

Keywords: Loyalty; Involvement; Brand engagement; Customer engagement; Consumer engagement

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