Should we engage variety seeking customers?

Abstract

Purpose

The study aims to examine the moderating role of variety-seeking behaviour between customer engagement and its antecedents (customer satisfaction and customer value). Further, this study also tests the existence of the value-satisfaction-engagement behaviour chain.

Design/methodology/approach

The perception of 262 respondents was used to examine the hypothesis using the structural equation modelling approach.

Findings

The moderation effect of variety-seeking behaviour between customer satisfaction and customer engagement was found to be significant. Also, customer satisfaction fully mediated the relationship between perceived value and customer engagement, hence, empirically validating the value-satisfaction-engagement model in the retailing context.

Research limitations/implications

The findings draw managers' attention towards the segment of consumers who are more likely to be engaged, thus helping managers develop a more efficient and focussed strategy to achieve customer engagement. The result also suggests that variety-seeking buyers may not get engaged even after satisfaction.

Originality/value

This paper is among the first to empirically test the moderating role of variety-seeking behaviour to achieve customer engagement.

Citation

Gupta, A. and Pandey, S. (2022), "Should we engage variety seeking customers?", Journal of Asia Business Studies, Vol. 16 No. 6, pp. 885-903. https://doi.org/10.1108/JABS-12-2020-0483