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Customer Engagement and Loyalty Issues in Omnichannel Fast-Food Industry

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;...

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Main Authors: Phang Ing @ Grace, Ng, Jing En, Fam, Kim-Shyan
Format: Article
Language:English
English
Published: Universiti Malaysia Sarawak 2021
Subjects:
HD9000-9999 Special industries and trades
HM(1)-1281 Sociology
Online Access:https://eprints.ums.edu.my/id/eprint/31975/1/Customer%20Engagement%20and%20Loyalty%20Issues%20in%20Omnichannel%20Fast-Food%20Industry.pdf
https://eprints.ums.edu.my/id/eprint/31975/2/Customer%20Engagement%20and%20Loyalty%20Issues%20in%20Omnichannel%20Fast-Food%20Industry1.pdf
https://eprints.ums.edu.my/id/eprint/31975/
https://publisher.unimas.my/ojs/index.php/IJBS/article/view/4313
https://doi.org/10.33736/ijbs.4313.2021
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id my.ums.eprints.31975
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spelling my.ums.eprints.319752022-03-18T09:21:06Z https://eprints.ums.edu.my/id/eprint/31975/ Customer Engagement and Loyalty Issues in Omnichannel Fast-Food Industry Phang Ing @ Grace Ng, Jing En Fam, Kim-Shyan HD9000-9999 Special industries and trades HM(1)-1281 Sociology 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. Universiti Malaysia Sarawak 2021 Article PeerReviewed text en https://eprints.ums.edu.my/id/eprint/31975/1/Customer%20Engagement%20and%20Loyalty%20Issues%20in%20Omnichannel%20Fast-Food%20Industry.pdf text en https://eprints.ums.edu.my/id/eprint/31975/2/Customer%20Engagement%20and%20Loyalty%20Issues%20in%20Omnichannel%20Fast-Food%20Industry1.pdf 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 https://publisher.unimas.my/ojs/index.php/IJBS/article/view/4313 https://doi.org/10.33736/ijbs.4313.2021
institution Universiti Malaysia Sabah
building UMS Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sabah
content_source UMS Institutional Repository
url_provider http://eprints.ums.edu.my/
language English
English
topic HD9000-9999 Special industries and trades
HM(1)-1281 Sociology
spellingShingle HD9000-9999 Special industries and trades
HM(1)-1281 Sociology
Phang Ing @ Grace
Ng, Jing En
Fam, Kim-Shyan
Customer Engagement and Loyalty Issues in Omnichannel Fast-Food Industry
description 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.
format Article
author Phang Ing @ Grace
Ng, Jing En
Fam, Kim-Shyan
author_facet Phang Ing @ Grace
Ng, Jing En
Fam, Kim-Shyan
author_sort Phang Ing @ Grace
title Customer Engagement and Loyalty Issues in Omnichannel Fast-Food Industry
title_short Customer Engagement and Loyalty Issues in Omnichannel Fast-Food Industry
title_full Customer Engagement and Loyalty Issues in Omnichannel Fast-Food Industry
title_fullStr Customer Engagement and Loyalty Issues in Omnichannel Fast-Food Industry
title_full_unstemmed Customer Engagement and Loyalty Issues in Omnichannel Fast-Food Industry
title_sort customer engagement and loyalty issues in omnichannel fast-food industry
publisher Universiti Malaysia Sarawak
publishDate 2021
url https://eprints.ums.edu.my/id/eprint/31975/1/Customer%20Engagement%20and%20Loyalty%20Issues%20in%20Omnichannel%20Fast-Food%20Industry.pdf
https://eprints.ums.edu.my/id/eprint/31975/2/Customer%20Engagement%20and%20Loyalty%20Issues%20in%20Omnichannel%20Fast-Food%20Industry1.pdf
https://eprints.ums.edu.my/id/eprint/31975/
https://publisher.unimas.my/ojs/index.php/IJBS/article/view/4313
https://doi.org/10.33736/ijbs.4313.2021
_version_ 1760230963694010368
score 13.211869

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