An Organic Approach to Customer Engagement and Loyalty

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Author(s)
Prentice, Catherine
Wang, Xuequn
Lin, Xiaolin
Griffith University Author(s)
Year published
2020
Metadata
Show full item recordAbstract
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 ...
View more >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.
View less >
View more >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.
View less >
Journal Title
Journal of Computer Information Systems
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