TY - JOUR
T1 - Understanding customer brand engagement through service environment
T2 - a multilevel analysis
AU - Shahid Satar, Mir
AU - Ahmad Rather, Raouf
AU - Hussain Parrey, Shakir
AU - Elbayoumi Salem, Islam
AU - Rafi, Arslan
AU - Ghaderi, Zahed
N1 - Publisher Copyright:
© 2023 Informa UK Limited, trading as Taylor & Francis Group.
PY - 2023/12/20
Y1 - 2023/12/20
N2 - Customer brand engagement (CBE) is acknowledged as a top research priority, although little remains known concerning the interface of CBE and individual/organizational variables, thus, examined in this study. Replying this gap, ground on relationship-marketing-theory and social-exchange-theory, this study develops and tests a proposed research-framework of organizational-based factors (i.e. service-environment) as well as individual-led factors (i.e. CBE) towards hospitality service brands. We also examine moderating interaction effect of brand-reputation in proposed model. To test our model, data of hotel respondents was gathered by adopting confirmatory-factor-analysis and hierarchical-linear-modeling, which considers organizational- and individual-based factors. The study verified that service-environment and customer-brand-experience have positive effects on customer brand engagement. It is discovered that CBE enhances brand-relationship-quality along with brand equity. Findings substantiated CBE’s mediation effect amongst modeled links. Results also corroborated brand-reputation’s interaction/cross-level effect between the proposed factors. This article offers important implications for both theory and practice.
AB - Customer brand engagement (CBE) is acknowledged as a top research priority, although little remains known concerning the interface of CBE and individual/organizational variables, thus, examined in this study. Replying this gap, ground on relationship-marketing-theory and social-exchange-theory, this study develops and tests a proposed research-framework of organizational-based factors (i.e. service-environment) as well as individual-led factors (i.e. CBE) towards hospitality service brands. We also examine moderating interaction effect of brand-reputation in proposed model. To test our model, data of hotel respondents was gathered by adopting confirmatory-factor-analysis and hierarchical-linear-modeling, which considers organizational- and individual-based factors. The study verified that service-environment and customer-brand-experience have positive effects on customer brand engagement. It is discovered that CBE enhances brand-relationship-quality along with brand equity. Findings substantiated CBE’s mediation effect amongst modeled links. Results also corroborated brand-reputation’s interaction/cross-level effect between the proposed factors. This article offers important implications for both theory and practice.
KW - Service environment
KW - brand equity
KW - customer-brand-engagement
KW - customer-brand-experience
KW - hierarchical-linear-modeling
UR - http://www.scopus.com/inward/record.url?scp=85180204531&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85180204531&partnerID=8YFLogxK
UR - https://www.mendeley.com/catalogue/f5e8d11f-bff1-3c82-aca9-bcf8eff777d0/
U2 - 10.1080/02642069.2023.2289019
DO - 10.1080/02642069.2023.2289019
M3 - Article
AN - SCOPUS:85180204531
SN - 0264-2069
JO - Service Industries Journal
JF - Service Industries Journal
ER -