The Effect of Customer Engagement in the Relationship between Brand Commitment and Customer Retention
| المصدر: | المجلة العلمية للدراسات التجارية والبيئية |
|---|---|
| الناشر: | جامعة قناة السويس - كلية التجارة بالاسماعيلية |
| المؤلف الرئيسي: | El Borsaly, Azza Abdel Kader (Author) |
| مؤلفين آخرين: | Mahni, Esraa Kamel (Co-Author) |
| المجلد/العدد: | مج13, ع3 |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2022
|
| الشهر: | يوليو |
| الصفحات: | 557 - 615 |
| DOI: |
10.21608/jces.2022.267347 |
| ISSN: |
2090-3782 |
| رقم MD: | 1335678 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Brand Commitment | Affective Commitment | Continuance Commitment | Customer Retention | Customer Engagement | Affective Engagement | Cognitive Engagement | Behavioral Engagement | Social Media Networks
|
| رابط المحتوى: |
عدد مرات التحميل
15
| المستخلص: |
The goal of this research is to determine the role of social media involvement as a moderating variable in the link between brand commitment and customer retention for smartphone businesses. The study is a conclusive descriptive research and employs a deductive technique. The study utilizes the regulatory engagement theory to investigate the proposed research model in the Egyptian smartphone industry context. The study targeted a sample of 317 undergraduate students from the faculty of business at Ain Shams University. Structural equation model (SEM) was used to test the conceptual framework in this research. The study focused on the affective and continuance brand commitments as two key positive paths to customer retention. The results indicate that customer engagement positively influences the relationship between brand commitment and customer retention. In addition, affective commitment exceeds continuance commitment in term of customer retention. |
|---|---|
| ISSN: |
2090-3782 |
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