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Effect of Brand Experience on Customer Engagement Through Quality Services of Online Sellers to Students in Bekasi

Customer engagement refers to the emotional attachment a student experiences as a customer during repeated and ongoing interactions. Engagement occurs through satisfaction, loyalty, and excitement about the brand experience. Organizations engage customers at the point of behavioral change by explori...

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Detalles Bibliográficos
Autores principales: Merdiaty, Netty, Aldrin, Neil
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8795860/
https://www.ncbi.nlm.nih.gov/pubmed/35095688
http://dx.doi.org/10.3389/fpsyg.2021.801439
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author Merdiaty, Netty
Aldrin, Neil
author_facet Merdiaty, Netty
Aldrin, Neil
author_sort Merdiaty, Netty
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description Customer engagement refers to the emotional attachment a student experiences as a customer during repeated and ongoing interactions. Engagement occurs through satisfaction, loyalty, and excitement about the brand experience. Organizations engage customers at the point of behavioral change by exploring opportunities for emotional connection through continuous and consistent positive experiences. When customers engage with a brand experience, they feel emotionally connected and excited about the product and the service quality. This study’s purpose is examining the effect of brand experience on customer engagement by using service quality as a mediator variable; this research was conducted by collecting data from 254 students of the iGeneration born in 1995. Overall, 254 students participated in this study. Of them, 172 people or 68% of the total respondents in this study were women, and 82 people or 32% were males. The results show no direct effect of brand experience on customer engagement, and there is a role for service quality mediators that mediate brand experience and customer engagement. The results are discussed, and the implications for the organization are mentioned.
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spelling pubmed-87958602022-01-29 Effect of Brand Experience on Customer Engagement Through Quality Services of Online Sellers to Students in Bekasi Merdiaty, Netty Aldrin, Neil Front Psychol Psychology Customer engagement refers to the emotional attachment a student experiences as a customer during repeated and ongoing interactions. Engagement occurs through satisfaction, loyalty, and excitement about the brand experience. Organizations engage customers at the point of behavioral change by exploring opportunities for emotional connection through continuous and consistent positive experiences. When customers engage with a brand experience, they feel emotionally connected and excited about the product and the service quality. This study’s purpose is examining the effect of brand experience on customer engagement by using service quality as a mediator variable; this research was conducted by collecting data from 254 students of the iGeneration born in 1995. Overall, 254 students participated in this study. Of them, 172 people or 68% of the total respondents in this study were women, and 82 people or 32% were males. The results show no direct effect of brand experience on customer engagement, and there is a role for service quality mediators that mediate brand experience and customer engagement. The results are discussed, and the implications for the organization are mentioned. Frontiers Media S.A. 2022-01-14 /pmc/articles/PMC8795860/ /pubmed/35095688 http://dx.doi.org/10.3389/fpsyg.2021.801439 Text en Copyright © 2022 Merdiaty and Aldrin. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Psychology
Merdiaty, Netty
Aldrin, Neil
Effect of Brand Experience on Customer Engagement Through Quality Services of Online Sellers to Students in Bekasi
title Effect of Brand Experience on Customer Engagement Through Quality Services of Online Sellers to Students in Bekasi
title_full Effect of Brand Experience on Customer Engagement Through Quality Services of Online Sellers to Students in Bekasi
title_fullStr Effect of Brand Experience on Customer Engagement Through Quality Services of Online Sellers to Students in Bekasi
title_full_unstemmed Effect of Brand Experience on Customer Engagement Through Quality Services of Online Sellers to Students in Bekasi
title_short Effect of Brand Experience on Customer Engagement Through Quality Services of Online Sellers to Students in Bekasi
title_sort effect of brand experience on customer engagement through quality services of online sellers to students in bekasi
topic Psychology
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8795860/
https://www.ncbi.nlm.nih.gov/pubmed/35095688
http://dx.doi.org/10.3389/fpsyg.2021.801439
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