The DOI matches its Crossref record; 27 of the 27 references it cites were found in a registry or an index.
The Role of Customer Engagement in Building Consumer Loyalty to Tourism Brands
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 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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Cites
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Cited by
Jiménez-Castillo, D., & Sánchez-Fernández, R. (2019) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2019.07.009 · Cited by 528
Customer engagement and social media: Revisiting the past to inform the future
Lim, W. M., & Rasul, T. (2022) · Journal of Business Research · doi:10.1016/j.jbusres.2022.04.068 · Cited by 427
Islam, J. U., Hollebeek, L. D., Rahman, Z., Khan, I., & Rasool, A. (2019) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2019.05.018 · Cited by 406
Engaging and retaining customers with AI and employee service
Prentice, C., & Nguyen, M. (2020) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2020.102186 · Cited by 388
Rather, R. A., Hollebeek, L. D., & Rasoolimanesh, S. M. (2022) · Journal of Travel Research · doi:10.1177/0047287521997572 · Cited by 289
Metadata
- Authors
- So, K. K. F., King, C., Sparks, B. A., & Wang, Y.
- Venue
- Journal of Travel Research
- Publisher
- SAGE Publications
- Published
- 2014-07-07
- Volume
- 55
- Issue
- 1
- Pages
- 64-78
- ISSN
- 0047-2875 (ISSN-L)
- 1552-6763
- OpenAlex
- W2057431907
- Cited by
- 623
- References
- 27
- FWCI
- 36.37
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
