期刊
JOURNAL OF HOSPITALITY & TOURISM RESEARCH
卷 38, 期 3, 页码 304-329出版社
SAGE PUBLICATIONS INC
DOI: 10.1177/1096348012451456
关键词
customer engagement; brand loyalty; brands; hotels; airlines; scale development
Although customer engagement (CE) has emerged as a widely used term in many industries, including tourism and hospitality, academic research lacks a clear conceptualization and rigorous measurement of the construct. This study develops and validates a 25-item CE scale that comprises five factors: identification, enthusiasm, attention, absorption, and interaction. The scale, developed from a survey of hotel and airline customers, demonstrated strong psychometric properties across multiple samples and showed CE to exert a positive significant influence on behavioral intention of loyalty for both hotel and airline customers. The scale offers a framework for future empirical research in this increasingly important area, and it provides a useful tool for tourism practitioners to collect insights into customer psychological and behavioral connections with their brands beyond the service consumption experience.
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