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  • The influence of brand experience and service quality on customer engagement

    Author(s)
    Prentice, Catherine
    Wang, Xuequn
    Correia Loureiro, Sandra Maria
    Griffith University Author(s)
    Prentice, Catherine
    Year published
    2019
    Metadata
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    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 ...
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    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.
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    Journal Title
    JOURNAL OF RETAILING AND CONSUMER SERVICES
    Volume
    50
    DOI
    https://doi.org/10.1016/j.jretconser.2019.04.020
    Subject
    Marketing
    Publication URI
    http://hdl.handle.net/10072/384625
    Collection
    • Journal articles

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