Customer Engagement and Loyalty Issues in Omnichannel Fast-Food Industry
Building on Social Exchange Theory and Congruity Theory, this study aims to examine the relationships between channel integration quality (i.e., channel-service configuration and integrated interaction) and congruity (i.e., self-brand image congruity and value congruity) towards customer engagement;...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English English |
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Universiti Malaysia Sarawak
2021
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| Online Access: | https://eprints.ums.edu.my/id/eprint/31975/1/Customer%20Engagement%20and%20Loyalty%20Issues%20in%20Omnichannel%20Fast-Food%20Industry.pdf https://eprints.ums.edu.my/id/eprint/31975/2/Customer%20Engagement%20and%20Loyalty%20Issues%20in%20Omnichannel%20Fast-Food%20Industry1.pdf |
| _version_ | 1825714607552987136 |
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| author | Phang Ing @ Grace Ng, Jing En Fam, Kim-Shyan |
| author_facet | Phang Ing @ Grace Ng, Jing En Fam, Kim-Shyan |
| author_sort | Phang Ing @ Grace |
| collection | UMS |
| description | Building on Social Exchange Theory and Congruity Theory, this study aims to examine the relationships between channel integration quality (i.e., channel-service configuration and integrated interaction) and congruity (i.e., self-brand image congruity and value congruity) towards customer engagement; as well as the impacts of customer engagement on customer behavioural loyalty (i.e., repurchase intention and positive WoM). Adopting convenience and snow-ball sampling methods, a total of 151 valid questionnaires were collected and analysed using SPSS 25 and SmartPLS 3.0 software. Congruity aspects play significant roles in influencing customer engagement, while channel integration qualities do not. This result could be attributed to the unique characteristics of the fast-food products and Malaysian fast-food consumers. Importantly, customer engagement influences both transactional (i.e., repurchase intention) and emotional (i.e., intention to spread positive word of mouth) loyalty positively. The findings provide useful insights to both academicians and practitioners to plan for different omnichannel strategy in the effort to increase customer engagement and desired post purchase behaviours. |
| first_indexed | 2024-03-06T03:14:19Z |
| format | Article |
| id | ums.eprints-31975 |
| institution | Universiti Malaysia Sabah |
| language | English English |
| last_indexed | 2024-03-06T03:14:19Z |
| publishDate | 2021 |
| publisher | Universiti Malaysia Sarawak |
| record_format | dspace |
| spelling | ums.eprints-319752022-03-18T09:21:06Z https://eprints.ums.edu.my/id/eprint/31975/ Customer Engagement and Loyalty Issues in Omnichannel Fast-Food Industry Phang Ing @ Grace Ng, Jing En Fam, Kim-Shyan HD9000-9999 Special industries and trades HM(1)-1281 Sociology Building on Social Exchange Theory and Congruity Theory, this study aims to examine the relationships between channel integration quality (i.e., channel-service configuration and integrated interaction) and congruity (i.e., self-brand image congruity and value congruity) towards customer engagement; as well as the impacts of customer engagement on customer behavioural loyalty (i.e., repurchase intention and positive WoM). Adopting convenience and snow-ball sampling methods, a total of 151 valid questionnaires were collected and analysed using SPSS 25 and SmartPLS 3.0 software. Congruity aspects play significant roles in influencing customer engagement, while channel integration qualities do not. This result could be attributed to the unique characteristics of the fast-food products and Malaysian fast-food consumers. Importantly, customer engagement influences both transactional (i.e., repurchase intention) and emotional (i.e., intention to spread positive word of mouth) loyalty positively. The findings provide useful insights to both academicians and practitioners to plan for different omnichannel strategy in the effort to increase customer engagement and desired post purchase behaviours. Universiti Malaysia Sarawak 2021 Article PeerReviewed text en https://eprints.ums.edu.my/id/eprint/31975/1/Customer%20Engagement%20and%20Loyalty%20Issues%20in%20Omnichannel%20Fast-Food%20Industry.pdf text en https://eprints.ums.edu.my/id/eprint/31975/2/Customer%20Engagement%20and%20Loyalty%20Issues%20in%20Omnichannel%20Fast-Food%20Industry1.pdf Phang Ing @ Grace and Ng, Jing En and Fam, Kim-Shyan (2021) Customer Engagement and Loyalty Issues in Omnichannel Fast-Food Industry. International Journal of Business and Society, 22. pp. 1429-1448. ISSN 1511-6670 https://publisher.unimas.my/ojs/index.php/IJBS/article/view/4313 https://doi.org/10.33736/ijbs.4313.2021 https://doi.org/10.33736/ijbs.4313.2021 |
| spellingShingle | HD9000-9999 Special industries and trades HM(1)-1281 Sociology Phang Ing @ Grace Ng, Jing En Fam, Kim-Shyan Customer Engagement and Loyalty Issues in Omnichannel Fast-Food Industry |
| title | Customer Engagement and Loyalty Issues in Omnichannel Fast-Food Industry |
| title_full | Customer Engagement and Loyalty Issues in Omnichannel Fast-Food Industry |
| title_fullStr | Customer Engagement and Loyalty Issues in Omnichannel Fast-Food Industry |
| title_full_unstemmed | Customer Engagement and Loyalty Issues in Omnichannel Fast-Food Industry |
| title_short | Customer Engagement and Loyalty Issues in Omnichannel Fast-Food Industry |
| title_sort | customer engagement and loyalty issues in omnichannel fast food industry |
| topic | HD9000-9999 Special industries and trades HM(1)-1281 Sociology |
| url | https://eprints.ums.edu.my/id/eprint/31975/1/Customer%20Engagement%20and%20Loyalty%20Issues%20in%20Omnichannel%20Fast-Food%20Industry.pdf https://eprints.ums.edu.my/id/eprint/31975/2/Customer%20Engagement%20and%20Loyalty%20Issues%20in%20Omnichannel%20Fast-Food%20Industry1.pdf |
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