The Key Qualities of a Strong Customer Engagement in the Customer-Brand Relationship Context

Zuraidah Zainol, Nurul Fadly Habidin, Juliana Osman and Rusliza Yahaya

International Journal of Academic Research in Business and Social Sciences, 2016, vol. 6, issue 12, 211-224

Abstract: A strong customer-brand engagement has become the basis in achieving sustained competitiveness and survival. To excel at engaging customers, marketing practitioners heightened the critical need of having a clear definition and understanding of the key qualities of a strong customer engagement. Due to a lack of empirical research, the nature of customer engagement has remained rather vague. Thus, the aim of this study is to bridge this gap by determining the qualities of engaged customers with respect to cognitive, emotional, behavioural and overall engagement. A sample of 600 mobile phone users were surveyed, but only 539 responses were usable. Data were analysed using descriptive analysis. The findings show that customer engagement towards the brand is relatively moderate. Comparing the engagement dimensions, customers are engaged most by behavioural drivers, followed by emotional and cognitive drivers. Moreover, customer behavioural and emotional engagements outperform the overall engagement. This paper is an important contribution to marketing literature, particularly on customer-brand engagement and provides useful managerial insights for marketing practitioners. However, having in mind only one brand and limited choice of the sample, there is a need for replication using other brands with a more extensive sample.

Keywords: Customer Engagement; Customer-Brand Relationship (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://hrmars.com/hrmars_papers/The_Key_Qualities_ ... tionship_Context.pdf (application/pdf)
http://hrmars.com/hrmars_papers/The_Key_Qualities_ ... tionship_Context.pdf (text/html)

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:hur:ijarbs:v:6:y:2016:i:12:p:211-224

Access Statistics for this article

More articles in International Journal of Academic Research in Business and Social Sciences from Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences
Bibliographic data for series maintained by Hassan Danial Aslam ().