Customer Engagement and Loyalty Issues in Omnichannel Fast-Food Industry

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

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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.

Item Type: Article
Uncontrolled Keywords: Omnichannel , Fast-food , Customer engagement , Channel integration quality , Congruity , Behavioural loyalty
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28-9999 Industries. Land use. Labor > HD9000-9999 Special industries and trades
H Social Sciences > HM Sociology (General) > HM(1)-1281 Sociology
Divisions: FACULTY > Faculty of Business, Economics and Accounting
Date Deposited: 18 Mar 2022 17:21
Last Modified: 18 Mar 2022 17:21

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