ISSN: 2226-6348
Open access
Many companies have measured customer satisfaction and established the customer satisfaction index to know how well they are doing to serve their customers. This is good practice, however, knowing customer satisfaction alone is not enough. Companies should go extra miles to assess the extent the satisfied customers are willing to do to assist the companies succeed in the competitive business world. Customers who are willing to help the companies are known as engaged customers. This paper is written based on the following objectives: to assess the predictors of customer engagement, to determine the outcome of customer engagement (repurchase intention, positive word-of-mouth, price sensitivity, responsiveness to promotions, tolerance for problems), and to provide suggestions for improvement. To achieve the stated objectives, focus group study and a questionnaire survey will be utilized. By identifying the predictors and outcome of customer engagement, it is expected that companies can develop the right strategies (focused strategies) that can be used to ensure the achievement of the intended outcome. In this way, unwitting investment can be avoided that will help companies to save a great amount of expenditure in the long run.
Barari, M., Ross, M., Thaichon, S., & Surachartkumtonkun, J. (2021). A meta?analysis of customer engagement behaviour. International Journal of Consumer Studies, 45(4), 457-477.
Barnes, D. C., & Krallman, A. (2019). Customer delight: A review and agenda for research. Journal of Marketing Theory and Practice, 27(2), 174-195.
Baruch, Y., & Holtom, B. C. (2008). Survey response rate levels and trends in organizational research. Human Relations, 61(8), 1139-1160.
Bilro, R. G., Loureiro, S. M. C., & Guerreiro, J. (2019). Exploring online customer engagement with hospitality products and its relationship with involvement, emotional states, experience and brand advocacy. Journal of Hospitality Marketing & Management, 28(2), 147-171.
Bruneau, V., Swaen, V., & Zidda, P. (2018). Are loyalty program members really engaged? Measuring customer engagement with loyalty programs. Journal of Business Research, 91, 144-158.
Chiguvi, D., & Guruwo, P. T. (2017). Impact of customer satisfaction on customer loyalty in the banking sector. International Journal of Scientific Engineering and Research, 5(2), 55-63.
Enginkaya, E., & Esen, E. (2014). Dimensions of Online Customer Engagement. Journal of Busines, Economics & Finance, 3(1), 106-114.
Gilavand, A., & Maraghi, E. (2019). Assessing the quality of educational services of Iranian universities of medical sciences based on the SERVQUAL evaluation model: a systematic review and Meta-Analysis. Iranian Journal of Medical Sciences, 44(4), 273-284.
Hwang, E., Baloglu, S., & Tanford, S. (2019). Building loyalty through reward programs: The influence of perceptions of fairness and brand attachment. International Journal of Hospitality Management, 76, 19-28.
Islam, J. U., Hollebeek, L. D., Rahman, Z., Khan, I., & Rasool, A. (2019). Customer engagement in the service context: an empirical investigation of the construct, its antecedents and consequences. Journal of Retailing and Consumer Services, 50, 277-285.
Kinalski, D. D. F., Paula, C. C. D., Padoin, S. M. D. M., Neves, E. T., Kleinubing, R. E., & Cortes, L. F. (2017). Focus group on qualitative research: experience report. Revista brasileira de enfermagem, 70, 424-429.
King, L. W. (2017). A study of brand experiences on Hong Kong customers’ repurchase intention and word-of-mouth referrals for online group buying. DBA Dissertation submitted for University of Newcastle, Australia.
Midor, K., & Kucera, M. (2018). Improving the service with the SERVQUAL method. Management Systems in Production Engineering, 26(1), 60-65.
Mihic, M., & Milakovic, K. I. (2017). Examining shopping enjoyment: personal factors, word of mouth and moderating effects of demographics. Economic Research-Ekonomska Istrazivanja, 30(1), 1300-1317.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50.
So, K., King, C., & Sparks, B. (2015). Customer Engagement with Tourism
Brands: Scale Development and Validation. Journal of Hospitality & Touris Research, 304-329.
So, K. K. F., Kim, H., & King, C. (2021). The thematic evolution of customer engagement research: a comparative systematic review and bibliometric analysis. International Journal of Contemporary Hospitality Management, 33(10), 3585-3609.
Teshnizi, S. H., Aghamolaei, T., Kahnouji, K., Teshnizi, S. M. H., & Ghani, J. (2018). Assessing quality of health services with the SERVQUAL model in Iran. A systematic review and meta-analysis. International Journal for Quality in Health Care, 30(2), 82-89.
Torres, E. N., & Ronzoni, G. (2018). The evolution of the customer delight construct: Prior research, current measurement, and directions for future research. International Journal of Contemporary Hospitality Management, 30(1), 57-75.
Verhoef, P. C., Reinartz, W. J., and Krafft, M. (2010). Customer Engagement as a
New Perspective in Customer Management. Journal of Service Research (13), 247-252.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1988). Communication and control processes in the delivery of service quality. Journal of Marketing, 52(2), 35-48.
In-Text Citation: (Othman et al., 2022)
To Cite this Article: Othman, A. K., Rahman, M. K. A., & Rahim, N. N. A. (2022). Customer Engagement Index (CEI): The Assessment of Customers’ Willingness to Act as Companies’ Ambassadors. International Journal of Academic Research in Progressive Education and Development, 11(3), 1626–1631.
Copyright: © 2022 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode