• The Journal of Asian Finance, Economics and Business
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• v.8 no.4
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• pp.983-992
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• 2021

This study aims to examine the impact of customer experience and customer engagement on customer satisfaction and customer loyalty in e-retailing in Indonesia. This study uses data from 512 respondents in six e-retailing namely; Bukalapak, Tokopedia, Lazada, Blibli, Shopee and Zalora which are often used by students at the Department of Management, Faculty of Economics and Business, Halu Oleo University of Indonesia. The structural model developed in this study was tested using Partial Least Squared (PLS). The results of the study found that there was a reciprocal relationship between customer experience and customer engagement. The results also found that customer experience and customer engagement have a positive and significant effect on customer satisfaction and customer loyalty. Customer satisfaction have a positive and significant effect on customer loyalty. In this study it was also found that customer experience has an indirect effect on customer satisfaction and customer loyalty through customer engagement, and customer engagement also has an indirect effect on customer satisfaction and customer loyalty through customer engagement. This study was focused on relationship between customer experience, customer engagement, satisfaction and loyalty. Therefore, future research is expected to be able to test the determinant factors of customer experience and customer engagement.

• Journal of Distribution Science
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• v.22 no.2
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• pp.51-61
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• 2024

Purpose: This comprehensive study delves into the intricate relationship between customer engagement, perceived risk, and perceived value within China's burgeoning e-commerce livestreaming sector. It focuses on how different customer engagement types in livestreaming influence their perception of value and risk. Research Design, Data, and Methodology: Adopting a convenience sampling approach, this research scrutinizes data collected from 852 consumers actively involved in e-commerce livestreaming shopping. Participants provided their insights through a meticulously designed questionnaire survey. Structural equation modeling helped examine the interplay between customer engagement, perceived risk, and value. Results: Significant impacts of customer engagement on perceived value and risk were found. Observation-based, conversation-based, and action-based engagements enhance perceived risk, while conversation-based and action-based engagement reduce perceived risk. Interestingly, observation-based engagement did not significantly affect perceived risk. The study also uncovered that perceived risk negatively impacts perceived value. Conclusions: The research offers insights into customer behavior and value creation in e-commerce livestreaming. It underscores how different engagement types affect perceived value and risk, aiding e-commerce platforms and businesses in strategy development to improve customer experience and minimize risks, enhancing perceived value in this dynamic sector. Enhances understanding of customer engagement dynamics in China's e-commerce livestreaming, guiding strategic development.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.11
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• pp.317-324
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• 2021

This study aims to analyze how to increase the brand loyalty of BPJS Healthcare participants who are Muslim in Indonesia by increasing customer engagement and brand trust. This study is based on the premise that effective customer engagement is the first step toward gaining brand trust and loyalty. The five dimensions of customer engagement, namely enthusiasm, attention, absorption, interaction, and identification, were tested on how they affect brand trust and brand loyalty. This research was conducted by distributing questionnaires to 216 Muslim respondents who were BPJS Health users from six Islamic hospitals in Central Java, Indonesia. Data analysis was performed using a regression test with SPSS. The results showed that the dimensions of customer engagement consisting of enthusiasm, attention, and absorption had a significant effect on brand trust. Meanwhile, the dimensions of customer engagement which consist of interaction and identification, do not affect brand trust. Furthermore, brand loyalty can be influenced by enthusiasm, interaction, and brand trust. Meanwhile, attention, absorption, and identification cannot affect brand loyalty. Thus, the dimensions of customer engagement that can directly affect brand loyalty are enthusiasm and interaction, while those that affect indirectly (through brand trust), are enthusiasm, attention, and absorption.

• The Journal of Economics, Marketing and Management
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• v.11 no.2
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• pp.1-11
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• 2023

Purpose: With the rapid development of e-commerce, logistics services, as an important part of e-commerce shopping, have gradually attracted people's attention. Customer engagement behavior is a new topic in marketing, and its connotation is still being explored. The purpose of this paper is to study the relationship between logistics service quality and customer engagement behavior. Research design, data and methodology: This study employed the method of online questionnaire survey, with Chinese e-commerce platform users as the survey objects, 248 valid survey sample data were collected, and the method of factor analysis and structural equation model analysis was used to verify the research hypothesis model constructed in this paper. Results: The four dimensions of e-commerce logistics service quality have different influences on customer satisfaction, and the influence of availability on customer satisfaction is not significant. Convenience, assurance, and security have a significant positive impact on customer satisfaction; Customer satisfaction has a significant positive impact on the three dimensions of customer engagement behavior: customer repeat purchase behavior, online word-of-mouth, and customer referrals. Conclusion: The results of this study will provide useful reference for the managers of e-commerce companies to improve customer engagement behavior by improving the logistics service quality.

• Journal of Information Technology Applications and Management
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• v.30 no.4
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• pp.65-76
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• 2023

On social media, companies create brand experiences while customers actively seek, consume, and generate brand-related content. Customer engagement plays a vital role in the marketing performance of social media-driven brands. This study explores the positive relationship between brand authenticity, aligning brand identity with image, and self-brand connection, aligning brand identity with consumers' self-concepts, on customer engagement and its subsequent impact on brand loyalty. The study surveyed 243 consumers engaged with brand-related social media content, validating hypotheses using structural equation modeling. Results confirmed that brand authenticity and self-brand connection positively affect customer engagement, which, in turn, boosts brand loyalty. These findings highlight the importance of companies enhancing brand authenticity and self-brand connection to drive customer engagement, with theoretical and practical implications provided.

• Fashion & Textile Research Journal
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• v.15 no.1
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• pp.95-102
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• 2013

In order to understand meaningful customer experience in social media, this study profiles customer engagement by exposing the essential brand experience rooms in hyper-reality contexts. This study selects Snuggie as a target brand as it uses multiple contact points, including social media, to provide meaningful experience to customers. With their unique marketing strategy, Snuggie became a popular brand among the U. S. customers beyond just a wearable blanket. Upon analyzing a total of 364 customer reviews about Snuggie in Amazon.com, five experience rooms were exposed; "Physical artifacts" and "customer involvement" are influential experience rooms which signify interactions between products and customers, while "intangible artifacts", "technology" and "customer placement" reflect a lower degree of experiential engagement. This approach suggests a theoretical foundation in understanding the customer engagement concepts by the means of brand experience dimensions in social media. The ability to create compelling engagement in social media depends on the successful facilitation of relationships and information, which lead to a creative, communicative and interactive experience.

• Safety and Health at Work
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• v.9 no.4
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• pp.441-446
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• 2018

Background: The emotional labor performed by organization members affects psychological well-being at the individual level, which consequently affects results at the organizational level. Moreover, despite evidence that the customer orientation and service level of nurses greatly affect hospital management, studies that comprehensively analyze emotional labor, work burnout, and work engagement related to customer orientation and service level are lacking. This study investigated relationships and paths by designing a model of the effect of emotional labor performed by nurses on the level of service delivery and customer orientation. Methods: This survey-based study was based on a path analysis designed to verify a hypothesized model involving emotional labor performed by nurses, level of service delivery, customer orientation, work engagement, and burnout. Questionnaires were distributed to 378 nurses in general hospitals with more than 500 beds located in Seoul, Republic of Korea, between March 25 and April 8, 2013. Results: The results showed that deep acting and work engagement had direct and indirect effects on increasing the level of service delivery and customer orientation of nurses. However, surface acting had an indirect effect on reducing the level of service delivery and customer orientation. Conclusion: It would be more effective to develop interventions to enhance deep acting and work engagement than to attempt to reduce surface acting and work burnout in clinical nursing settings.

• Korea Trade Review
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• v.44 no.5
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• pp.65-92
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• 2019

The purposes of this study are to examine the impact of LMX on psychological empowerment, job engagement, and customer orientation, and to analyze the dual mediation effect of psychological empowerment and job engagement. To conduct this study, we used 333 questionnaires collected by members of domestic companies and organizations. Analyses results are as follows: First, LMX has no positive effect on customer orientation. Second, in the relationship between LMX and customer orientation, psychological empowerment and job engagement play a mediating role. Third, in the relationship between LMX and customer orientation, psychological empowerment and Job Engagement play a dual mediating role. The results of this study suggest the following implications. The theoretical implication is that this study once again confirmed behavior patterns such as cognition, emotion, attitude, and behavior of members in the organization. In addition, this study contributes to the literature by explaining that these behavior patterns by way of social exchange theory. The practical implication is that this study confirmed that members in the management field need to utilize a customer orientation in order to achieve the organization's goal efficiently and effectively.

• Journal of Distribution Science
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• v.22 no.3
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• pp.21-31
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• 2024

Purpose: The primary aim of this study is to explore how social media marketing influences customer purchase intention, focusing on the roles of customer engagement and trust as mediators. Research Design, Data, and Methodology: The investigation utilized an online survey conducted in Chinese on the Questionnaire Star platform. It targeted male and female consumers aged 18 and above who purchase products online, yielding 1107 valid responses from across major Chinese cities. Results: Analysis reveals that social media marketing significantly affects customer purchase intention in a positive manner. It also enhances customer engagement and trust, which serve as crucial mediating variables linking social media marketing to purchase intention. The study found that engagement and trust facilitate brand identification and alignment, thereby directly boosting purchase intention. Conclusion: The findings offer essential insights for businesses aiming to improve their social media marketing impact on consumer behavior. It highlights the importance of fostering user engagement and trust, as well as creating a favorable brand image. These elements are key to influencing consumer purchase decisions within social media contexts. The study advises businesses to engage deeply with consumers and build trust, providing practical recommendations for navigating the evolving social media environment towards sustainable growth.

• Journal of Distribution Science
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• v.19 no.1
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• pp.89-103
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• 2021

Purpose: This study is to explore how Netflix Customers' Engagement was influenced by Instagram Content, Perceived Price, Exclusivity, and Motivation in the context of Media Streaming and the role of Willingness to Subscribe as the mediating variable. This study underlines millennial's willingness to engage and the form of engagement. Research design, data, and methodology: The data for this research were collected from 100 Netflix's Millennials subscribers who follow @netflixid Instagram. All the results were analyzed and verified using SEM-PLS. Results: Research findings indicated that Willingness to Subscribe, Exclusivity, Motivation, and Instagram Content positively influenced Customer Engagement among Netflix millennials' subscribers. In contrast, Perceived Price had a negative effect on Customer Engagement. Conclusions: As a consequence, the exclusivity that Netflix offers to its audience by a recommendation algorithm has been proven to increase the engagement. This study also disclosed that the most definite form of positive engagement shown by Netflix millennials' subscribers is a behavioral aspect, where they positively recommend Netflix (word of mouth). The study findings can be a reference for the media streaming industry in their efforts to strengthen the engagement with their customers, especially the millennials, and provide knowledge about consumer behavior in digital technology.