Journal article
An organic approach to customer engagement and loyalty
Journal of Computer Information Systems, Vol.60(4), pp.326-335
2018
Abstract
The paper draws on customer engagement literature to propose an organic approach to achieving customer loyalty. The organic approach is reflected in customers’ volitional engagement in an online brand community without any deliberate marketing endeavors and incentives from the brand organization. This research employs a longitudinal study focusing on consumers in the United States of America (USA) and examines the relationships between organic customer-engagement behaviors and customer loyalty. Based on expectancy theory, customer perceived benefits are proposed to intervene in these relationships. Results from the longitudinal investigation support the study propositions. Discussion and implications are provided for researchers and practitioners.
Details
- Title
- An organic approach to customer engagement and loyalty
- Authors/Creators
- C. Prentice (Author/Creator) - Griffith UniversityX. Wang (Author/Creator) - Murdoch UniversityX. Lin (Author/Creator) - Texas A&M University – Corpus Christi
- Publication Details
- Journal of Computer Information Systems, Vol.60(4), pp.326-335
- Publisher
- Taylor & Francis
- Identifiers
- 991005543697907891
- Copyright
- © 2018 Informa UK Limited
- Murdoch Affiliation
- School of Engineering and Information Technology
- Language
- English
- Resource Type
- Journal article
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122 Record Views
InCites Highlights
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- Collaboration types
- Domestic collaboration
- International collaboration
- Citation topics
- 6 Social Sciences
- 6.3 Management
- 6.3.65 Consumer Behavior
- Web Of Science research areas
- Computer Science, Information Systems
- ESI research areas
- Computer Science