THE EFFECTS OF CUSTOMER-BRAND RELATIONSHIP INVESTMENTS ON CUSTOMER ENGAGEMENT
Achieving a strong customer-brand relationship is indeed a winning differentiating strategy for companies to survive in today's highly competitive marketplace. However, due to limited studies and narrow approach, the existing literature has not yet provided sufficient explanation on the cont...
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| Format: | Thesis |
| Published: |
2014
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| Online Access: | http://pustaka2.upsi.edu.my/eprints/663/ http://pustaka2.upsi.edu.my/eprints/663/1/The%20Effects%20Of%20Customer%20Brand%20Relationship%20Investments%20On%20Customer%20Engagement.pdf |
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| Summary: | Achieving a strong customer-brand relationship is indeed a winning differentiating
strategy for companies to survive in today's highly competitive marketplace.
However, due to limited studies and narrow approach, the existing literature has not
yet provided sufficient explanation on the contributing factors in the establishment of
a strong customer-brand relationship. Recognizing the critical role of relationship
investment and customer engagement, this research aims to investigate the influence
of customer and brand investments on customer engagement. Specifically, this
research extends the Resource Investment model by Morais et al. (2004) and
empirically examines the effects of customer-brand relationship investments'
dimensions on customer engagement, the effect of brand investment dimensions on
customer investment dimensions, the mediating effect of customer investment
dimensions and the moderating role of relationship duration. To test the proposed
framework, this research adopted the positivist, deductive and quantitative approach.
Data, which gathered from a quota sample of 600 mobile phone customers through
the drop-off survey method, was analysed using Structural Equation Modelling
(SEM). The results show that customer intrinsic investment (Cll), customer extrinsic
investments (CEI) and brand social investment (BSI) significantly induce customer
engagement (CE). Besides, brand social and economic investments (BSI and BEl)
significantly influence crr and CEL In addition, crr and CEI partially mediate the
relationship between BSI and CE, while crr fully mediate the effect of BEl on CEo
Finally, the results demonstrate a minor moderating effect of relationship duration,
which it only significant in the effect of crr on CEo Accordingly, the findings provide
empirical evidence on the collective effect of customer-brand relationship
investments as well as independent effects of the dimensions of customer-brand
relationship investments on customer engagement. Further, the findings suggest that
to enhance customer engagement toward brand and consequently establish a strong
customer-brand relationship, companies should continually improve the customer
perception of the relationship investment. |
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