An investigation of the asymmetric relationships between service quality attributes and customer engagement: a three-factor theory approach


ALBAYRAK T., DAVRAS Ö., CABER M., Mikulić J.

Journal of Hospitality Marketing and Management, 2024 (SSCI) identifier

  • Publication Type: Article / Article
  • Publication Date: 2024
  • Doi Number: 10.1080/19368623.2024.2327077
  • Journal Name: Journal of Hospitality Marketing and Management
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus, Academic Search Premier, IBZ Online, ABI/INFORM, Business Source Elite, Business Source Premier, CAB Abstracts, Hospitality & Tourism Complete, Hospitality & Tourism Index
  • Keywords: asymmetric relationship, Customer engagement, three-factor theory of customer engagement
  • Akdeniz University Affiliated: Yes

Abstract

The antecedents of customer engagement have been extensively examined in marketing and management literature since it is vital for the firm performance. Researchers have long assumed that relationship between these variables is linear. However, some asymmetric connections may be undiscovered. Drawing inspiration from the three-factor theory of customer satisfaction, this study investigates the possibility of asymmetric relationships between service quality attributes and customer engagement. The results revealed that service quality attributes can be categorized as the basic, excitement, and performance factors based on their varying impacts on customer engagement. Therefore, the findings reflected that the three-factor theory of customer satisfaction can be applied to customer engagement context. This research is a pioneering work in the customer engagement literature as it provided a new perspective to academics by showing that the three-factor theory of customer engagement can be used to gain more detailed and actionable insight to enhance customer engagement.