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

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 pap...