Customer Engagement and its Outcomes: The Cross-Level Effect of Service Environment and Brand Equity

This research seeks to address a void in the literature by exploring both individual and organizational attributes that associate with customer engagement. At the individual level, it builds a chain of relationship leading from customer engagement to attitudinal and behavioral loyalties through impulsive behaviors; and at the organizational level, it purports a cross-level influence from the service environment and brand equity on this relationship chain. Drawing on two independent surveys, results reveal that the service environment emanates direct and moderating effects on customer engagement, while brand equity exerts moderating effects only on certain loyalty attributes. The proposed model thus offers new insights into how research could synthesize both individual and organizational factors, thus enabling better understanding of the role of customer engagement.