The Role of Customer Experience in the Formation of Customer Engagement

In the present competitive world, academicians as well as practitioners recognised the significance of creating strong customer experience and engaged customer base. Both the concepts are related to an important paradigm shift, from customer-centric marketing to customer-driven marketing. Few researchers conceptualized the relationship between customer experience and engagement and recommended that firms and academics can benefit by combining the two perspectives of customer experience and engagement. Empirical studies evidenced that customer engagement enhances the company performance. However, a comprehensive understanding of how to engage the customer towards firms is limited and there has been insufficient empirical examination on this subject matter so far. This book deals with a study that attempted to address this issue by empirically examining the role of customer experience in the formation of customer engagement with the support of theory of engagement which argues that satisfied and emotionally connected customer directly and indirectly contributes to the firm. The following are the objectives of this study to address the issues discussed above: (1) Developing the integrated model of customer experience and engagement, (2) Examining the mediation effect of customer satisfaction and emotions on the relationship between customer experience and direct contribution and on the relationship between customer experience and indirect contribution of customers and (3) Examining the moderation effect of convenience on the relationship between customer satisfaction and direct contribution and on the relationship between emotions and indirect contribution of customers. The book describes the mediation effect, moderation effect, and moderated mediation effect of the research model and their results by using the PROCESS macro which exists along with SPSS software. In addition, how customer satisfaction and emotions are partially mediating the relationship between customer experience and customer direct contribution & indirect contribution relationships are detailed.