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Cited by 623

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

So, Kevin Kam Fung, King, Ceridwyn, Sparks, Beverley A., Wang, Ying·2016·Journal of Travel Research
DOI 10.1177/0047287514541008
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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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Crossref · 10.1177/0047287514541008

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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
DOI
10.1177/0047287514541008
OpenAlex
W2057431907
Cited by
623
References
27
FWCI
36.37
Type
journal article
Language
en
Open access
closed

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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

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.