文章基本信息

标题：Antecedents and consequences of customer engagement: A case study of Saudi airline industry
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作者：Hawazen Alamoudi ; Majed Alharthi
期刊名称：Innovative Marketing
印刷版ISSN：1814-2427
电子版ISSN：1816-6326
出版年度：2021
卷号：17
期号：3
页码：30-44
DOI：10.21511/im.17(3).2021.03
语种：English
出版社：LLC "CPC "Business Perspectives"
摘要：The main aim of this study is to examine the antecedents and consequences of consumer engagement in the Saudi airline industry. In total, 403 usable responses were collected using an electronic survey. The study respondents include airline travelers who are living in Saudi Arabia. The survey data were examined using structural equation modeling (SEM) to verify the theoretical model. The major study findings suggest that a positive correlation is found between online brand experience, brand love, and customer engagement. Moreover, customer engagement is positively associated with repatronage intention. In addition, the moderating results show that service quality has a moderating influence on the relationship between customer engagement and repatronage intention. As a consequence, the findings indicate the existence of service quality and its role in determining customer behavior intentions. This study also offers a great understanding of the interaction between the important factors. Thus, they may be utilized as a guideline for managing air traveling and improving airline sales in the country.