An Organic Approach to Customer Engagement and Loyalty

Prentice, Catherine ORCID: https://orcid.org/0000-0002-7700-3889 and Wang, Xuequn and Lin, Xiaolin (2020) An Organic Approach to Customer Engagement and Loyalty. Journal of Computer Information Systems, 60 (4). pp. 326-335. ISSN 0887-4417


Abstract

The paper draws on customer engagement literature to propose an organic approach to achieving customer loyalty. The organic approach is reflected in customers’ volitional engagement in an online brand community without any deliberate marketing endeavors and incentives from the brand organization. This research employs a longitudinal study focusing on consumers in the United States of America (USA) and examines the relationships between organic customer-engagement behaviors and customer loyalty. Based on expectancy theory, customer perceived benefits are proposed to intervene in these relationships. Results from the longitudinal investigation support the study propositions. Discussion and implications are provided for researchers and practitioners.


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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 23:54
Last Modified: 11 Aug 2022 01:08
Uncontrolled Keywords: Customer engagement; customer loyalty; online brand community; social commerce
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/10.1080/08874417.2018.1485528
URI: http://eprints.usq.edu.au/id/eprint/49876

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