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

• Published in: European journal of marketing Vol. 53; no. 7; pp. 1278 - 1310
• Main Author: Thakur, Rakhi
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 22.08.2019; Emerald Group Publishing Limited
• Subjects: Brand loyalty; Cellular telephones; Consumer behavior; Consumers; Customer satisfaction; Customer services; Marketing; Mobile commerce; Mobile communications networks; Product development; Product reviews; Purchase intention; Purchasing; Qualitative research; Research methodology; Researchers; Roles; Shopping; Word of mouth advertising; Mobile apps; Loyalty; Customer engagement; Moderation; Satisfaction
• DOI: 10.1108/EJM-11-2017-0895
• ISSN: 0309-0566

Purpose 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/approach This 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. Findings The 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/implications The 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 implications The 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/value This 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.