The Impact of Customer Experience in Online Brand Communities on Customer Engagement and Purchase Intentions Among Arab Internet Users: Theoretical Analysis, Conceptual Framework and Research Agenda

Sherif Akram and Wael Kortam

Business and Management Studies, 2020, vol. 6, issue 3, 26-54

Abstract: Drawing on the service ecosystem theory and customer experience and engagement theory, this study examines the relationship between customer experience, customer engagement, and purchase intentions in online settings. Customer experience is operationalized into pragmatic, hedonic, sociability, and usability, whereas customer engagement is operationalized into the attitudinal and behavioral engagement. This study was undertaken among members of online communities from The Arab Administrative Development Organization (ARADO); a specialized organization affiliated with the League of Arab States. The study delves identifying into which customer experience may elevate customer engagement, how the specific customer experience elevates customer engagement to potentially lead to a purchasing intention in online brand communities.

Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://redfame.com/journal/index.php/bms/article/download/5021/5204 (application/pdf)
http://redfame.com/journal/index.php/bms/article/view/5021 (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:rfa:bmsjnl:v:6:y:2020:i:3:p:26-54

Access Statistics for this article

More articles in Business and Management Studies from Redfame publishing Contact information at EDIRC.
Bibliographic data for series maintained by Redfame publishing ().