Customers’ service-related engagement, experience, and behavioral intent: Moderating role of age

Raouf Ahmad Rather and Linda D. Hollebeek

Journal of Retailing and Consumer Services, 2021, vol. 60, issue C

Abstract: Though customer engagement (CE) and experience are important research priorities, empirically derived insight into these concepts and their associations remains scarce. We therefore investigate the impact of CE on experience and behavioral intent, which we explore in the tourism context. We also envisage customer age to moderate the proposed associations, thereby further contributing to the CE literature. To investigate these issues, we collected data from key tourism-sites in Jammu/Kashmir, Northern India. Using structural equational modeling, we find that CE dimensions exert differential effects on customer experience. The findings also reveal a stronger, significant effect of younger customers' (up to 39) cognitive engagement on experience, whereas a negligible effect is attained for older customers. While the paths from affective/behavioral engagement to experience are significant across all age groups, the association's strength rises with customer age. Moreover, the effect of customer experience on behavioral intention intensifies as customers get older. We conclude by outlining key implications that arise from our analyses, followed by avenues for further research.

Keywords: Customer engagement; Customer experience; Experiential marketing; Age; Behavioral intention (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (16)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:60:y:2021:i:c:s0969698921000199

DOI: 10.1016/j.jretconser.2021.102453

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