Customer Engagement and its Outcomes: The Cross-Level Effect of Service Environment and Brand Equity

Ou, Juanjuan and Wong, IpKin Anthony and Prentice, Catherine ORCID: https://orcid.org/0000-0002-7700-3889 and Liu, Matthew Tingchi (2020) Customer Engagement and its Outcomes: The Cross-Level Effect of Service Environment and Brand Equity. Journal of Hospitality and Tourism Research, 44 (2). pp. 377-402. ISSN 1096-3480


Abstract

This research seeks to address a void in the literature by exploring both individual and organizational attributes that associate with customer engagement. At the individual level, it builds a chain of relationship leading from customer engagement to attitudinal and behavioral loyalties through impulsive behaviors; and at the organizational level, it purports a cross-level influence from the service environment and brand equity on this relationship chain. Drawing on two independent surveys, results reveal that the service environment emanates direct and moderating effects on customer engagement, while brand equity exerts moderating effects only on certain loyalty attributes. The proposed model thus offers new insights into how research could synthesize both individual and organizational factors, thus enabling better understanding of the role of customer engagement.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Files associated with this item cannot be displayed due to copyright restrictions.
Faculty/School / Institute/Centre: No Faculty
Faculty/School / Institute/Centre: No Faculty
Date Deposited: 10 Aug 2022 04:27
Last Modified: 11 Aug 2022 01:07
Uncontrolled Keywords: brand equity; casino; customer engagement; impulsive behavior; loyalty; service environment
Fields of Research (2020): 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3507 Strategy, management and organisational behaviour > 350799 Strategy, management and organisational behaviour not elsewhere classified
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350699 Marketing not elsewhere classified
Identification Number or DOI: https://doi.org/10.1177/1096348019897360
URI: http://eprints.usq.edu.au/id/eprint/49857

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