Customer Engagement with Perceived Digital Servitization: An Empirical Investigation

Shuwen Huang ()
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Shuwen Huang: Guangdong Polytechnic of Industry and Commerce

A chapter in Proceedings of the 5th International Conference on Economic Management and Big Data Application (ICEMBDA 2024), 2024, pp 496-509 from Springer

Abstract: Abstract This study examines how businesses can boost customer engagement and loyalty amidst market competition and digital change. It explores the impact of perceived digital servitization on brand loyalty through customer engagement, considering factors like product involvement, perceived value, and self-consistency. The research used surveys and statistical analysis on mobile consumers, finding that product involvement, perceived value, and self-consistency positively influence customer engagement, affecting loyalty. The study suggests that enhancing Perceived digital servitization can strengthen customer engagement and loyalty, offering insights for market strategies.

Keywords: engagement; involvement; perceived value; loyalty; digital servitization (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-638-3_49

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DOI: 10.2991/978-94-6463-638-3_49

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