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  • The Role of Customer Engagement in Building Consumer Loyalty to Tourism Brands

    Author(s)
    So, Kevin Kam Fung
    King, Ceridwyn
    Sparks, Beverley A
    Wang, Ying
    Griffith University Author(s)
    Sparks, Beverley A.
    Year published
    2016
    Metadata
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    Abstract
    Customer engagement has recently emerged in both academic literature and practitioner discussions as a brand loyalty predictor that may be superior to other traditional loyalty antecedents. However, empirical inquiry on customer engagement is relatively scarce. As tourism and hospitality firms have widely adopted customer engagement strategies for managing customer-brand relationships, further understanding of this concept is essential. Using structural equation modeling, this study investigates the linkages of customer engagement with traditional antecedents of brand loyalty. Results based on 496 hotel and airline customers ...
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    Customer engagement has recently emerged in both academic literature and practitioner discussions as a brand loyalty predictor that may be superior to other traditional loyalty antecedents. However, empirical inquiry on customer engagement is relatively scarce. As tourism and hospitality firms have widely adopted customer engagement strategies for managing customer-brand relationships, further understanding of this concept is essential. Using structural equation modeling, this study investigates the linkages of customer engagement with traditional antecedents of brand loyalty. Results based on 496 hotel and airline customers suggest that customer engagement enhances customers' service brand evaluation, brand trust, and brand loyalty. The results show that service brand loyalty can be strengthened not only through the service consumption experience but also through customer engagement beyond the service encounter. This study contributes to the literature by providing an empirical evaluation of the relationships between customer engagement and key brand loyalty development factors.
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    Journal Title
    Journal of Travel Research
    Volume
    55
    Issue
    1
    DOI
    https://doi.org/10.1177/0047287514541008
    Subject
    Commercial services
    Marketing
    Tourism
    Tourism marketing
    Publication URI
    http://hdl.handle.net/10072/68223
    Collection
    • Journal articles

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