The interrelationships between relationship marketing constructs and customer engagement dimensions

ABSTRACT

The study examines the interrelationships between selected relationship marketing constructs, namely customer satisfaction, trust, perceived value and commitment, and their effect on the dimensions underlying customer engagement. The study is quantitative and an explanatory research design was followed. A total of 489 self-administered questionnaires were collected from customers of short-term insurance providers on the basis of convenience. Customer satisfaction impacts positively on affective commitment and trust. Customer value also impacts positively on affective commitment and trust, while trust impacts positively on affective commitment. Affective commitment in turn impacts positively on the four customer engagement dimensions: interaction, attention, absorption and affection. The research findings offer an initial understanding of the interrelationships between key relationship marketing constructs and their ultimate effect on various customer engagement dimensions. These matters have received little attention in marketing research, and knowledge of the proposed relationships may lead to further research on this topic.

摘要

本研究考察了选定的关系营销结构之间的相互关系，即顾客满意度，信任度，感知价值和承诺，以及它们对顾客参与度的影响。这项研究是定量的，并遵循解释性研究设计。在方便的基础上，从短期保险供应商的顾客那里收集了489份自填式问卷。顾客满意度对情感承诺和信任产生积极影响。顾客价值也对情感承诺和信任产生正向影响，而信任对情感承诺产生积极影响。反过来，情感承诺会对四个顾客参与维度产生积极影响：互动，关注，吸收和情感。研究结果初步了解了关键营销结构之间的相互关系，以及它们对各种顾客参与维度的最终影响。这些问题在营销研究中很少受到关注，而且关于提出的关系的知识可能会引出对这个问题的进一步研究。

KEYWORDS:

• Affective commitment
• customer engagement
• customer satisfaction
• customer perceived value
• trust

关键词:

• 情感承诺;顾客参与
• 顾客满意度
• 顾客感知价值
• 信任

Acknowledgements

Any opinion, finding and conclusion or recommendation expressed in this material is that of the authors and the National Research Foundation of South Africa does not accept any liability in this regard.

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

This work is based on research supported in part by the National Research Foundation of South Africa [grant number 96188].