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dc.contributor.authorPrentice, Catherine
dc.contributor.authorWang, Xuequn
dc.contributor.authorLin, Xiaolin
dc.date.accessioned2019-08-19T23:27:11Z
dc.date.available2019-08-19T23:27:11Z
dc.date.issued2020
dc.identifier.issn0887-4417
dc.identifier.doi10.1080/08874417.2018.1485528
dc.identifier.urihttp://hdl.handle.net/10072/382774
dc.description.abstractThe 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.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherRoutledge
dc.relation.ispartofpagefrom1
dc.relation.ispartofpageto10
dc.relation.ispartofjournalJournal of Computer Information Systems
dc.subject.fieldofresearchInformation Systems
dc.subject.fieldofresearchBusiness and Management
dc.subject.fieldofresearchcode0806
dc.subject.fieldofresearchcode1503
dc.titleAn Organic Approach to Customer Engagement and Loyalty
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
dc.description.versionAccepted Manuscript (AM)
gro.description.notepublicThis publication has been entered into Griffith Research Online as an Advanced Online Version.
gro.rights.copyright© 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
gro.hasfulltextFull Text
gro.griffith.authorPrentice, Catherine


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