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Investigating the impact of psychological customer engagement on customer engagement behaviors: the moderating role of customer commitment

Author

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  • Sıddık Bozkurt

    (Osmaniye Korkut Ata University)

  • David Gligor

    (University of North Texas)

  • Nichole Gligor

    (University of North Texas)

Abstract

We aim to differentiate psychological customer engagement from behavioral customer engagement formally. Thus, we examine the impact of psychological customer engagement on behavioral customer engagement (i.e., customer purchases, customer referrals, customer influence, and customer knowledge). To enhance the model’s explanatory power, we also explore the moderating role of customer commitment in that relationship. An online survey (N = 207) was conducted to measure the constructs of interest. Regression analyses test research hypotheses; PROCESS Model 1 was used to test the moderating role of customer commitment. Further, the Johnson–Neyman (JN) technique (also called floodlight analysis) was employed to probe the interaction terms. The results show that when customers cognitively and affectively engage with a brand, they are more willing to behave favorably toward the brand by purchasing its products/services, promoting it, influencing others on social media platforms, and providing valuable suggestions or feedback to the brand. The results also indicate that the positive impact of psychological customer engagement on customer purchases and customer referrals is stronger for lowly committed customers than highly committed customers. However, regardless of customers’ levels of commitment, customers display high levels of customer influence and knowledge.

Suggested Citation

  • Sıddık Bozkurt & David Gligor & Nichole Gligor, 2022. "Investigating the impact of psychological customer engagement on customer engagement behaviors: the moderating role of customer commitment," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(4), pages 408-424, December.
    • Handle: RePEc:pal:jmarka:v:10:y:2022:i:4:d:10.1057_s41270-021-00146-3
    DOI: 10.1057/s41270-021-00146-3
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