IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v50y2019icp50-59.html
   My bibliography  Save this article

The influence of brand experience and service quality on customer engagement

Author

Listed:
  • Prentice, Catherine
  • Wang, Xuequn
  • Loureiro, Sandra Maria Correia

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.

Suggested Citation

  • Prentice, Catherine & Wang, Xuequn & Loureiro, Sandra Maria Correia, 2019. "The influence of brand experience and service quality on customer engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 50-59.
    • Handle: RePEc:eee:joreco:v:50:y:2019:i:c:p:50-59
    DOI: 10.1016/j.jretconser.2019.04.020
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698919301420
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2019.04.020?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    2. Prentice, Catherine & Wong, IpKin Anthony, 2015. "Casino marketing, problem gamblers or loyal customers?," Journal of Business Research, Elsevier, vol. 68(10), pages 2084-2092.
    3. Jiang, Kai & Luk, Sherriff Ting-kwong & Cardinali, Silvio, 2018. "The role of pre-consumption experience in perceived value of retailer brands: Consumers' experience from emerging markets," Journal of Business Research, Elsevier, vol. 86(C), pages 374-385.
    4. Richard P. Bagozzi & Rajeev Batra & Aaron Ahuvia, 2017. "Brand love: development and validation of a practical scale," Marketing Letters, Springer, vol. 28(1), pages 1-14, March.
    5. Yee, Rachel W.Y. & Yeung, Andy C.L. & Edwin Cheng, T.C., 2010. "An empirical study of employee loyalty, service quality and firm performance in the service industry," International Journal of Production Economics, Elsevier, vol. 124(1), pages 109-120, March.
    6. Khan, Imran & Rahman, Zillur, 2015. "Brand experience anatomy in retailing: An interpretive structural modeling approach," Journal of Retailing and Consumer Services, Elsevier, vol. 24(C), pages 60-69.
    7. Thakur, Rakhi, 2018. "Customer engagement and online reviews," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 48-59.
    8. Prentice, Catherine, 2014. "Who stays, who walks, and why in high-intensity service contexts," Journal of Business Research, Elsevier, vol. 67(4), pages 608-614.
    9. Noel Albert & Dwight Merunka, 2013. "The role of brand love in consumer‐brand relationships," Post-Print hal-01822309, HAL.
    10. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    11. Hollebeek, Linda D. & Glynn, Mark S. & Brodie, Roderick J., 2014. "Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation," Journal of Interactive Marketing, Elsevier, vol. 28(2), pages 149-165.
    12. Suntikul, Wantanee & Jachna, Timothy, 2016. "The co-creation/place attachment nexus," Tourism Management, Elsevier, vol. 52(C), pages 276-286.
    13. Anita Pansari & V. Kumar, 2017. "Customer engagement: the construct, antecedents, and consequences," Journal of the Academy of Marketing Science, Springer, vol. 45(3), pages 294-311, May.
    14. d'Astous, Alain, 2000. "Irritating Aspects of the Shopping Environment," Journal of Business Research, Elsevier, vol. 49(2), pages 149-156, August.
    15. Barbara Carroll & Aaron Ahuvia, 2006. "Some antecedents and outcomes of brand love," Marketing Letters, Springer, vol. 17(2), pages 79-89, April.
    16. Prentice, Catherine & Correia Loureiro, Sandra Maria, 2017. "An asymmetrical approach to understanding configurations of customer loyalty in the airline industry," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 96-107.
    17. Mollen, Anne & Wilson, Hugh, 2010. "Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives," Journal of Business Research, Elsevier, vol. 63(9-10), pages 919-925, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Nadeem, Waqar & Tan, Teck Ming & Tajvidi, Mina & Hajli, Nick, 2021. "How do experiences enhance brand relationship performance and value co-creation in social commerce? The role of consumer engagement and self brand-connection," Technological Forecasting and Social Change, Elsevier, vol. 171(C).
    2. Robertson, Jeandri & Botha, Elsamari & Ferreira, Caitlin & Pitt, Leyland, 2022. "How deep is your love? The brand love-loyalty matrix in consumer-brand relationships," Journal of Business Research, Elsevier, vol. 149(C), pages 651-662.
    3. Islam, Jamid Ul & Hollebeek, Linda D. & Rahman, Zillur & Khan, Imran & Rasool, Aaleya, 2019. "Customer engagement in the service context: An empirical investigation of the construct, its antecedents and consequences," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 277-285.
    4. Nikhashemi, S.R. & Jebarajakirthy, Charles & Nusair, Khaldoon, 2019. "Uncovering the roles of retail brand experience and brand love in the apparel industry: Non-linear structural equation modelling approach," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 122-135.
    5. Renée Rahman & Tobias Langner & Dirk Temme, 2021. "Brand love: conceptual and empirical investigation of a holistic causal model," Journal of Brand Management, Palgrave Macmillan, vol. 28(6), pages 609-642, November.
    6. Ferreira Pedro & Rodrigues Paula & Rodrigues Pedro, 2019. "Brand Love as Mediator of the Brand Experience-Satisfaction-Loyalty Relationship in a Retail Fashion Brand," Management & Marketing, Sciendo, vol. 14(3), pages 278-291, September.
    7. Muhammad Sohaib & Jacob Mlynarski & Rui Wu, 2022. "Building Brand Equity: The Impact of Brand Experience, Brand Love, and Brand Engagement—A Case Study of Customers’ Perception of the Apple Brand in China," Sustainability, MDPI, vol. 15(1), pages 1-19, December.
    8. Laee Choi & MiRan Kim & He-Boong Kwon, 2022. "Impact of customer-based corporate reputation on customer engagement behaviors: customer identification and brand love as mediators and industry type as a moderator," Journal of Brand Management, Palgrave Macmillan, vol. 29(2), pages 150-166, March.
    9. Alvarez, Claudio & David, Meredith E. & George, Morris, 2023. "Types of Consumer-Brand Relationships: A systematic review and future research agenda," Journal of Business Research, Elsevier, vol. 160(C).
    10. Munyaradzi W. Nyadzayo & Civilai Leckie & Lester W. Johnson, 0. "The impact of relational drivers on customer brand engagement and brand outcomes," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-18.
    11. Slaton, Kelcie & Testa, Danielle & Bakhshian, Sonia & Fiore, Ann Marie, 2020. "The small, inventory free retail format: The impact on consumer-based brand equity and purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    12. Jeremy J. Sierra & Harry A. Taute, 2019. "Brand tribalism in technology and sport: determinants and outcomes," Journal of Brand Management, Palgrave Macmillan, vol. 26(2), pages 209-225, March.
    13. Machado, Joana César & Vacas-de-Carvalho, Leonor & Azar, Salim L. & André, Ana Raquel & dos Santos, Barbara Pires, 2019. "Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love," Journal of Business Research, Elsevier, vol. 96(C), pages 376-385.
    14. Muhammad Waqas & Zalfa Laili Hamzah & Noor Akma Mohd Salleh, 2022. "Branded content experience in social media settings: a consumer culture theory perspective," Journal of Brand Management, Palgrave Macmillan, vol. 29(2), pages 225-240, March.
    15. Andreini, Daniela & Pedeliento, Giuseppe & Zarantonello, Lia & Solerio, Chiara, 2019. "Reprint of "A renaissance of brand experience: Advancing the concept through a multi-perspective analysis"," Journal of Business Research, Elsevier, vol. 96(C), pages 355-365.
    16. Pourazad, Naser & Stocchi, Lara & Pare, Vipul, 2019. "Brand attribute associations, emotional consumer-brand relationship and evaluation of brand extensions," Australasian marketing journal, Elsevier, vol. 27(4), pages 249-260.
    17. Bazi, Saleh & Filieri, Raffaele & Gorton, Matthew, 2023. "Social media content aesthetic quality and customer engagement: The mediating role of entertainment and impacts on brand love and loyalty," Journal of Business Research, Elsevier, vol. 160(C).
    18. Iivi Riivits-Arkonsuo & Anu Leppiman, 2015. "Young Consumers and their Brand Love," International Journal of Business and Social Research, LAR Center Press, vol. 5(10), pages 33-44, Octomber.
    19. Debra Grace & Mitchell Ross & Ceridwyn King, 2018. "Brand fidelity: a relationship maintenance perspective," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 577-590, November.
    20. Bruno Schivinski & Daniela Langaro & Teresa Fernandes & Francisco Guzmán, 2020. "Social media brand engagement in the context of collaborative consumption: the case of AIRBNB," Journal of Brand Management, Palgrave Macmillan, vol. 27(6), pages 645-661, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:50:y:2019:i:c:p:50-59. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.