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The role of customer engagement facets on the formation of attitude, loyalty and price perception

Maxi Bergel (Department of Marketing, Faculty of Economic and Social Sciences, University of Rostock, Rostock, Germany)
Phillip Frank (Department of Marketing, Faculty of Economic and Social Sciences, University of Rostock, Rostock, Germany)
Christian Brock (Department of Marketing, Faculty of Economic and Social Sciences, University of Rostock, Rostock, Germany)

Journal of Services Marketing

ISSN: 0887-6045

Publication date: 12 December 2019

Abstract

Purpose

This study aims to investigate the influence of customer satisfaction on four facets of customer engagement: customer influencer behavior, knowledge behavior, referral behavior and purchase behavior. Furthermore, its (in)direct influence on affective attitude, price perception and loyalty is investigated.

Design/methodology/approach

Two studies were conducted. First, an experimental scenario design was set up to investigate the hypothesized relations between customer engagement; customers’ affective attitude and their loyalty; and their price perceptions. Second, a survey at a national forest park center helped to secure external validity.

Findings

The results indicate that engaged customers develop a more positive affective attitude, which leads to increased future loyalty and positive price perceptions. In addition, the results suggest that assessing cognitive approaches exclusively is not sufficient for understanding customers’ price perceptions.

Research limitations/implications

Future research should investigate antecedents of customer engagement behaviors (CEBs) other than satisfaction, and extend this research by taking into account further mediators that might be cognitive rather than affective.

Practical implications

The results are of superior importance for services or tourism destinations. Fostering CEB can help in improving a destinations’ performance.

Originality/value

This research expands the current state of literature by investigating several dimensions of CEB at one time, as well as by examining customers’ affective attitude toward the organization as a potential mediator, extending previous research approaches.

Keywords

Citation

Bergel, M., Frank, P. and Brock, C. (2019), "The role of customer engagement facets on the formation of attitude, loyalty and price perception", Journal of Services Marketing, Vol. 33 No. 7, pp. 890-903. https://doi.org/10.1108/JSM-01-2019-0024

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Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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