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Do customer demographics have any relationship with the customer engagement construct?

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  • Uday Arun Bhale

Abstract

This research attempted to study the factors affecting customer engagement and their demographic association in study telecom industry. The research objectives for the given study are: 1) to find the different types of customer engagement service channels in telecom; 2) to study the association of customer engagement with customer demographics. Totalling 1,600 customers have been selected for the current study with a quota-based purposive sampling method from India. To perform data analysis, the sample is split into 800 each with similar characteristics. EFA is used to form the construct from the first set of samples. Another eight hundred sets of samples are used for CFA to confirm the factors. To test the association between customer engagements with demographics chi-square test is used.

Suggested Citation

  • Uday Arun Bhale, 2026. "Do customer demographics have any relationship with the customer engagement construct?," International Journal of Business Forecasting and Marketing Intelligence, Inderscience Enterprises Ltd, vol. 11(1), pages 114-130.
    • Handle: RePEc:ids:ijbfmi:v:11:y:2026:i:1:p:114-130
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