Customer engagement and loyalty: the moderating role of involvement

Abstract

PurposeThe purposes of the present study were to analyse: (1) if there is a hierarchical relationship between cognitive dimension (attention) and emotional dimension (enthusiasm); (2) to what extent the cognitive and emotional dimensions of the customer engagement (CE) affect loyalty to consumer brands in traditional settings and in social media; and (3) if involvement moderates the relationships between cognitive and emotional dimensions of CE and between each CE dimension and the two kinds of loyalties (offline and social media).Design/methodology/approach The authors applied structural equation model on a sample of 272 passengers of main airlines operating the domestic Argentinian market in 2018. The authors also used multigroup analysis to combine involvement as a moderator variable.Findings Cognitive dimensions of engagement (attention) had a direct and positive effect on the emotional engagement (measured by enthusiasm). Capturing the attention of passengers is key to maintaining their loyalty both in offline and online environments, especially if they are lowly involved with brands.Research limitations/implications The present study suggests and tests a model for the consequences of CE as a multidimensional construct in a specific service context.Originality/value Following the attitude formation approach and the hierarchy of effect of advertising theory, this study researched the dynamic of relationship between cognitive and emotional dimensions of CE. The results contribute on the line of considering CE as a process, including stages that consumers go through until they achieve the engagement with the brand. The results offer evidence of the specific impact of each CE dimension on loyalty at two environments (offline and social media).