Open AccessImpact of Customerization and Customer Engagement on Brand Love with the Mediating role of Brand Performance. Evidence from Hotel Industry of Pakistan.
Author(s) -
Kashif Abrar
Publication year - 2019
Publication title -
sukkur iba journal of management and business
Language(s) - English
Resource type - Journals
eISSN - 2410-1885
pISSN - 2313-1217
DOI - 10.30537/sijmb.v6i1.266
Subject(s) - business , marketing , brand awareness , brand management , advertising , order (exchange) , structural equation modeling , customer engagement , customer satisfaction , globe , brand experience , regression analysis , simple linear regression , psychology , computer science , new product development , finance , product management , machine learning , neuroscience , world wide web , social media
Attracting and retaining customers is considered essential for success of any business entity operating all across the globe. Therefore, customer needs and demands need to be emphasized in order to earn a profitable market share. The present study has focused on the independent role of customerization and customer engagement with the mediating effect of brand performance (brand awareness, brand image and brand satisfaction) on brand love. The study has been conducted in a cross-sectional and causal manner. Data was collected through convenience sampling technique from 230 respondents, out of which 183 questionnaires were fully attempted, with a response rate of 79. 5%. Responses were analyzed through frequency distribution, correlation, simple linear regression and structural equational modelling analysis. The findings of the study have indicated positively significant relationships of customerization and customer engagement with brand performance and brand love.