Show simple item record

dc.contributor.authorSo, Kevin Kam Fung
dc.contributor.authorKing, Ceridwyn
dc.contributor.authorSparks, Beverley A
dc.contributor.authorWang, Ying
dc.date.accessioned2017-10-16T12:30:23Z
dc.date.available2017-10-16T12:30:23Z
dc.date.issued2016
dc.identifier.issn0047-2875
dc.identifier.doi10.1177/0047287514541008
dc.identifier.urihttp://hdl.handle.net/10072/68223
dc.description.abstractCustomer 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.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherSage
dc.publisher.placeUnited States
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofpagefrom64
dc.relation.ispartofpageto78
dc.relation.ispartofissue1
dc.relation.ispartofjournalJournal of Travel Research
dc.relation.ispartofvolume55
dc.rights.retentionY
dc.subject.fieldofresearchTourism Marketing
dc.subject.fieldofresearchCommercial Services
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchTourism
dc.subject.fieldofresearchcode150604
dc.subject.fieldofresearchcode1504
dc.subject.fieldofresearchcode1505
dc.subject.fieldofresearchcode1506
dc.titleThe Role of Customer Engagement in Building Consumer Loyalty to Tourism Brands
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.hasfulltextNo Full Text
gro.griffith.authorSparks, Beverley A.
gro.griffith.authorWang, Ying


Files in this item

FilesSizeFormatView

There are no files associated with this item.

This item appears in the following Collection(s)

  • Journal articles
    Contains articles published by Griffith authors in scholarly journals.

Show simple item record