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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

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  • Sherif Akram
  • Wael Kortam

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.

Suggested Citation

  • Sherif Akram & Wael Kortam, 2020. "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," Business and Management Studies, Redfame publishing, vol. 6(3), pages 26-54, September.
    • Handle: RePEc:rfa:bmsjnl:v:6:y:2020:i:3:p:26-54
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    References listed on IDEAS

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    1. Nambisan, Priya & Watt, James H., 2011. "Managing customer experiences in online product communities," Journal of Business Research, Elsevier, vol. 64(8), pages 889-895, August.
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    3. Prentice, Catherine & Loureiro, Sandra Maria Correia, 2018. "Consumer-based approach to customer engagement – The case of luxury brands," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 325-332.
    4. Colleen M. Harmeling & Jordan W. Moffett & Mark J. Arnold & Brad D. Carlson, 2017. "Toward a theory of customer engagement marketing," Journal of the Academy of Marketing Science, Springer, vol. 45(3), pages 312-335, May.
    5. Koskela-Huotari, Kaisa & Edvardsson, Bo & Jonas, Julia M. & Sörhammar, David & Witell, Lars, 2016. "Innovation in service ecosystems—Breaking, making, and maintaining institutionalized rules of resource integration," Journal of Business Research, Elsevier, vol. 69(8), pages 2964-2971.
    6. 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.
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    Cited by:

    1. Indrė Baubonytė & Justas Nugaras & Živilė Sederevičiūtė-Pačiauskienė, 2022. "Improvement in Customer Experience Through the Creation of Virtual Brand Communities," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 34(1), pages 93-108.
    2. Cuesta-Valiño, Pedro & Gutiérrez-Rodríguez, Pablo & Núnez-Barriopedro, Estela & García-Henche, Blanca, 2023. "Strategic orientation towards digitization to improve supermarket loyalty in an omnichannel context," Journal of Business Research, Elsevier, vol. 156(C).

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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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