Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/248003 
Year of Publication: 
2020
Citation: 
[Journal:] Verslas: Teorija ir praktika / Business: Theory and Practice [ISSN:] 1822-4202 [Volume:] 21 [Issue:] 1 [Publisher:] Vilnius Gediminas Technical University [Place:] Vilnius [Year:] 2020 [Pages:] 30-38
Publisher: 
Vilnius Gediminas Technical University, Vilnius
Abstract: 
This study aimed at examining the mediating role of brand Community membership on the effect of customer empowerment and customer engagement on marketing performance. The population of the study contained students of universities in the North Region of Jordan. A total of 1320 questionnaires were administered to sample members, and 895 questionnaires were returned completed. Data analysis indicated a significant partial mediation of brand community in the effect of customer empowerment on customer satisfaction but not in the effect of customer engagement and customer loyalty. Interestingly, the results confirmed that employee engagement is more important for organisations to ensure customer loyalty. The effect of customer empowerment on customer satisfaction was mediated by the customer's membership to the brand community. Thereupon, organisations should ensure put their customers' engagement as a priority. Further research is required to investigate the predictability of both customer satisfaction and engagement using different samples from several settings.
Subjects: 
customer empowerment
customer satisfaction
brand community
customer engagement
customer loyalty
JEL: 
M31
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

Files in This Item:
File
Size





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.