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  • An Organic Approach to Customer Engagement and Loyalty

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    Prentice155134.pdf (388.0Kb)
    Author(s)
    Prentice, Catherine
    Wang, Xuequn
    Lin, Xiaolin
    Griffith University Author(s)
    Prentice, Catherine
    Year published
    2020
    Metadata
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    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 ...
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    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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    Journal Title
    Journal of Computer Information Systems
    DOI
    https://doi.org/10.1080/08874417.2018.1485528
    Copyright Statement
    © 2018 Taylor & Francis. This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Computer Information Systems on 22 Jun 2018, available online: https://doi.org/10.1080/08874417.2018.1485528
    Note
    This publication has been entered into Griffith Research Online as an Advanced Online Version.
    Subject
    Information Systems
    Business and Management
    Publication URI
    http://hdl.handle.net/10072/382774
    Collection
    • Journal articles

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