Examining the Antecedents and Consequences of Customer Engagement: Dual Value Perspective
نویسندگان
1 Department of Executive Master of Business Administration, Faculty of Management, Islamic Azad University of Tehran Central Branch, Iran
2 Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
doi
10.22034/lss.2024.488205.1023چکیده
Modern marketing views markets as a platform where companies and customers share resources and capabilities to create dual value via innovative learning processes, communication, engagement in production, and service delivery. This research focuses on the dual perspective of value to uncover the antecedents and consequences of customer engagement. It uses an experimental and quantitative approach and applies purpose and descriptive-correlative methodology. Customers with active engagement in Mashhad's 5-star hotels make up the statistical population of this study. A questionnaire was used to gather data, which was then analyzed using the partial least square method. The results show a substantial influence of 1 variables as antecedents for customer engagement (six items involving company resources and six items involving customer resources) and a significant effect of customer engagement on ten variables as consequences of customer engagement (4 cases related to value for the customer and 6 cases related to value for the company.
