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Cited by 224

The influence of brand experience and service quality on customer engagement

Prentice, Catherine, Wang, Xuequn, Loureiro, Sandra Maria Correia·2019·Journal of Retailing and Consumer Services
DOI 10.1016/j.jretconser.2019.04.020
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Abstract

The study draws upon an existing conceptual model of customer engagement and examines how customer and firm based factors are related to customer engagement with a focus on the airline industry. Customer-based factors included in this study are brand experience and brand love; whereas firm-based factors are inflight service quality. The data were collected in one of European airports. The results show that customer-based factors are significantly related to customer engagement. In particular brand experience exerts significant direct and indirect effects on customer engagement. Whilst it does enhance passengers' brand experience, particularly the service by flight attendants, inflight service quality has a minimal effect on customer engagement. The implications of the findings are offered for researchers and practitioners to conclude the paper.

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Crossref · 10.1016/j.jretconser.2019.04.020

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  • Customer experience (CX) arises from direct and indirect interactions with a product or service, including relationships with the company, brand, and frontline employees.

    “Customer experience (CX) arises from direct and indirect interactions with a product or service, including relationships with the company, brand, and frontline employees (Prentice et al., 2019).”

    From Exploring the influence of flagship store experience and consumer interactions on purchase behaviour (2025) · cites this paper as Prentice et al., 2019

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Authors
Prentice, C., Wang, X., & Loureiro, S. M. C.
Venue
Journal of Retailing and Consumer Services
Publisher
Elsevier BV
Published
2019-09
Volume
50
Pages
50-59
ISSN
0969-6989
DOI
10.1016/j.jretconser.2019.04.020
Cited by
224
References
11
Language
en
Licence
www.elsevier.com/tdm/userlicense/1.0/ (tdm)

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