Customer Engagement with Tourism Brands: Scale Development and Validation
Author(s)
So, Kevin Kam Fung
King, Ceridwyn
Sparks, Beverley
Griffith University Author(s)
Year published
2014
Metadata
Show full item recordAbstract
Although customer engagement (CE) has emerged as a widely used term in many industries, including tourism and hospitality, academic research lacks a clear conceptualization and rigorous measurement of the construct. This study develops and validates a 25-item CE scale that comprises five factors: identification, enthusiasm, attention, absorption, and interaction. The scale, developed from a survey of hotel and airline customers, demonstrated strong psychometric properties across multiple samples and showed CE to exert a positive significant influence on behavioral intention of loyalty for both hotel and airline customers. ...
View more >Although customer engagement (CE) has emerged as a widely used term in many industries, including tourism and hospitality, academic research lacks a clear conceptualization and rigorous measurement of the construct. This study develops and validates a 25-item CE scale that comprises five factors: identification, enthusiasm, attention, absorption, and interaction. The scale, developed from a survey of hotel and airline customers, demonstrated strong psychometric properties across multiple samples and showed CE to exert a positive significant influence on behavioral intention of loyalty for both hotel and airline customers. The scale offers a framework for future empirical research in this increasingly important area, and it provides a useful tool for tourism practitioners to collect insights into customer psychological and behavioral connections with their brands beyond the service consumption experience.
View less >
View more >Although customer engagement (CE) has emerged as a widely used term in many industries, including tourism and hospitality, academic research lacks a clear conceptualization and rigorous measurement of the construct. This study develops and validates a 25-item CE scale that comprises five factors: identification, enthusiasm, attention, absorption, and interaction. The scale, developed from a survey of hotel and airline customers, demonstrated strong psychometric properties across multiple samples and showed CE to exert a positive significant influence on behavioral intention of loyalty for both hotel and airline customers. The scale offers a framework for future empirical research in this increasingly important area, and it provides a useful tool for tourism practitioners to collect insights into customer psychological and behavioral connections with their brands beyond the service consumption experience.
View less >
Journal Title
Journal of Hospitality & Tourism research
Volume
38
Issue
3
Subject
Commercial services
Tourism
Tourism marketing