The influence of brand experience and service quality on customer engagement

Catherine Prentice, Xuequn Wang and Sandra Maria Correia Loureiro

Journal of Retailing and Consumer Services, 2019, vol. 50, issue C, 50-59

Abstract: The study draws upon an existing conceptual model of customer engagement and examines how customer and firm based factors are related to customer engagement with a focus on the airline industry. Customer-based factors included in this study are brand experience and brand love; whereas firm-based factors are inflight service quality. The data were collected in one of European airports. The results show that customer-based factors are significantly related to customer engagement. In particular brand experience exerts significant direct and indirect effects on customer engagement. Whilst it does enhance passengers' brand experience, particularly the service by flight attendants, inflight service quality has a minimal effect on customer engagement. The implications of the findings are offered for researchers and practitioners to conclude the paper.

Keywords: Branding; Service quality; Customer engagement; Airlines (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (46)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969698919301420
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:50:y:2019:i:c:p:50-59

DOI: 10.1016/j.jretconser.2019.04.020

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Catherine Liu ().