The influence of brand experience and service quality on customer engagement

Prentice, Catherine ORCID: https://orcid.org/0000-0002-7700-3889 and Wang, Xuequn and Loureiro, Sandra Maria Correia (2019) The influence of brand experience and service quality on customer engagement. Journal of Retailing and Consumer Services, 50. pp. 50-59. ISSN 0969-6989


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.


Statistics for USQ ePrint 49863
Statistics for this ePrint Item
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 00:31
Last Modified: 11 Aug 2022 00:52
Uncontrolled Keywords: Airlines; Branding; Customer engagement; Service quality
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/10.1016/j.jretconser.2019.04.020
URI: http://eprints.usq.edu.au/id/eprint/49863

Actions (login required)

View Item Archive Repository Staff Only