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A Mediating Role of Customer Value Between Customer Engagement and Loyalty: An Applied Study in Commercial Banks in Egypt

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  • Eman Abdelhamid Hasnin

Abstract

Purpose: The focus of this paper is providing a suggested approach to the nature of the relationship between the customer engagement and customer loyalty through the mediation role of the customer value. Methodology/approach: Through its selection of commercial banks in Egypt and the use of statistical analysis method SPSS.11. The data was analyzed using the AMOS pathway analysis to identify the nature of the relationships between variables. Findings: An artistic approach to understanding develop a model of the the relationship between customer value and customer loyalty within a mediating role of customer engagement in some commercial banks in Egypt. The research found that CE and CL improve the ability to building more effective customer service.

Suggested Citation

  • Eman Abdelhamid Hasnin, 2018. "A Mediating Role of Customer Value Between Customer Engagement and Loyalty: An Applied Study in Commercial Banks in Egypt," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 10(1), pages 136-144, March.
    • Handle: RePEc:ibn:ijmsjn:v:10:y:2018:i:1:p:136-144
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    More about this item

    Keywords

    customer engagement; loyalty; customer value; perceived value; mediating role; consumer research; banking marketing; marketing research;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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