Customer engagement in the service context: An empirical investigation of the construct, its antecedents and consequences

Abstract

Abstract Scholars and practitioners have long acknowledged the importance of offering superior service quality in creating long-term bonds between customers and their brands. However, the importance of service quality as a tool to enhance customer engagement remains under-explored, as addressed in this study. Survey data collected from 395 luxury hotel guests were analyzed using structural equation modeling. The results reveal a positive effect of service quality on customer engagement, which consequently exerts a favorable impact on brand experience and repatronage intent. Our moderation analysis results reveal a stronger effect of the proposed relationships for women than men, thereby suggesting gender s moderating role in the association between service quality, brand experience, and customer engagement. The paper concludes by outlining key theoretical and practical implications that arise from this research.