The Effect of Customer Engagement in the Relationship between Brand Commitment and Customer Retention | ||
| المجلة العلمية للدراسات التجارية والبيئية | ||
| Article 14, Volume 13, Issue 3, July 2022, Pages 557-615 PDF (1.01 M) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/jces.2022.267347 | ||
| Authors | ||
| Azza Abdel Kader El Borsaly* ; Esraa Kamel Mahni* | ||
| Faculty of Business Ain Shams University Egypt | ||
| Abstract | ||
| Abstract: The goal of this research is to determine the role of social media involvement as a moderating variable in the link between brand commitment and customer retention for smartphone businesses. The study is a conclusive descriptive research and employs a deductive technique. The study utilizes the regulatory engagement theory to investigate the proposed research model in the egyptian smartphone industry context. The study targeted a sample of 317 undergraduate students from the faculty of business at Ain Shams University. Structural equation model (SEM) was used to test the conceptual framework in this research. The study focused on the affective and continuance brand commitments as two key positive paths to customer retention. The results indicate that customer engagement positively influences the relationship between brand commitment and customer retention. In addition, affective commitment exceeds continuance commitment in term of customer retention. | ||
| Keywords | ||
| Brand commitment; Affective commitment; Continuance commitment; Customer retention; Customer engagement; Affective engagement; Cognitive engagement; Behavioral engagement; social media networks | ||
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