Impact of Customerization and Customer Engagement on Brand Love with the Mediating role of Brand Performance:Evidence from Hotel Industry of Pakistan

Kashif Abrar ()
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Kashif Abrar: Department of Management Science, BahriaUniversity Islamabad, Pakistan

Sukkur IBA Journal of Management and Business, 2019, vol. 6, issue 1, 66-86

Abstract: Attracting and retainingcustomers is considered essential for success of any business entity operating all acrossthe globe.Therefore, customer needs and demands need to be emphasized in order to earn a profitable market share. The present studyhas focusedon the independent role of customerization and customer engagement with the mediating effectof brand performance (brand awareness, brand image and brand satisfaction)on brand love. The study has beenconducted in across-sectional and causal manner. Data was collected through convenience sampling technique from 230 respondents,out of which183 questionnaires were fully attempted,with a response rate of 79.5%. Responses were analyzed through frequency distribution, correlation, simple linear regression and structural equational modellinganalysis. The findings of the study have indicatedpositively significant relationships of customerization and customer engagement with brand performance and brand love.

Keywords: Customerization; customer engagement; brand performance; brand awareness; brand image; brand satisfaction; brand love (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2019
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