The influence of brand experience and service quality on customer engagement
Article
Article Title | The influence of brand experience and service quality on customer engagement |
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ERA Journal ID | 19837 |
Article Category | Article |
Authors | Prentice, Catherine (Author), Wang, Xuequn (Author) and Loureiro, Sandra Maria Correia (Author) |
Journal Title | Journal of Retailing and Consumer Services |
Journal Citation | 50, pp. 50-59 |
Number of Pages | 10 |
Year | 2019 |
Publisher | Elsevier |
Place of Publication | United Kingdom |
ISSN | 0969-6989 |
1873-1384 | |
Digital Object Identifier (DOI) | https://doi.org/10.1016/j.jretconser.2019.04.020 |
Web Address (URL) | https://www.sciencedirect.com/science/article/pii/S0969698919301420 |
Abstract | The study draws upon an existing conceptual model of customer engagement and examines how customer and firm based factors are related to customer engagement with a focus on the airline industry. Customer-based factors included in this study are brand experience and brand love; whereas firm-based factors are inflight service quality. The data were collected in one of European airports. The results show that customer-based factors are significantly related to customer engagement. In particular brand experience exerts significant direct and indirect effects on customer engagement. Whilst it does enhance passengers’ brand experience, particularly the service by flight attendants, inflight service quality has a minimal effect on customer engagement. The implications of the findings are offered for researchers and practitioners to conclude the paper. |
Keywords | Airlines; Branding; Customer engagement; Service quality |
ANZSRC Field of Research 2020 | 350799. Strategy, management and organisational behaviour not elsewhere classified |
350699. Marketing not elsewhere classified | |
Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
Byline Affiliations | Griffith University |
Murdoch University | |
University Institute of Lisbon, Portugal | |
Institution of Origin | University of Southern Queensland |
https://research.usq.edu.au/item/q7841/the-influence-of-brand-experience-and-service-quality-on-customer-engagement
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