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  • Customer Engagement with Tourism Brands: Scale Development and Validation

    Author(s)
    So, Kevin Kam Fung
    King, Ceridwyn
    Sparks, Beverley
    Griffith University Author(s)
    Sparks, Beverley A.
    Year published
    2014
    Metadata
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    Abstract
    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. ...
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    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.
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    Journal Title
    Journal of Hospitality & Tourism research
    Volume
    38
    Issue
    3
    DOI
    https://doi.org/10.1177/1096348012451456
    Subject
    Commercial services
    Tourism
    Tourism marketing
    Publication URI
    http://hdl.handle.net/10072/47353
    Collection
    • Journal articles

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