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The interrelationships between relationship marketing constructs and customer engagement dimensions

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  • Estelle van Tonder
  • Daniël Johannes Petzer

Abstract

The study examines the interrelationships between selected relationship marketing constructs, namely customer satisfaction, trust, perceived value and commitment, and their effect on the dimensions underlying customer engagement. The study is quantitative and an explanatory research design was followed. A total of 489 self-administered questionnaires were collected from customers of short-term insurance providers on the basis of convenience. Customer satisfaction impacts positively on affective commitment and trust. Customer value also impacts positively on affective commitment and trust, while trust impacts positively on affective commitment. Affective commitment in turn impacts positively on the four customer engagement dimensions: interaction, attention, absorption and affection. The research findings offer an initial understanding of the interrelationships between key relationship marketing constructs and their ultimate effect on various customer engagement dimensions. These matters have received little attention in marketing research, and knowledge of the proposed relationships may lead to further research on this topic.

Suggested Citation

  • Estelle van Tonder & Daniël Johannes Petzer, 2018. "The interrelationships between relationship marketing constructs and customer engagement dimensions," The Service Industries Journal, Taylor & Francis Journals, vol. 38(13-14), pages 948-973, October.
    • Handle: RePEc:taf:servic:v:38:y:2018:i:13-14:p:948-973
    DOI: 10.1080/02642069.2018.1425398
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    Cited by:

    1. Brina Kurent & Stanislav Avsec, 2023. "Systems Thinking Skills and the ICT Self-Concept in Preschool Teachers for Sustainable Curriculum Transformation," Sustainability, MDPI, vol. 15(20), pages 1-28, October.
    2. Heejung Park & William Martin, 2022. "Effects of risk tolerance, financial literacy, and financial status on retirement planning," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 27(3), pages 167-176, September.
    3. James Agyei & Shaorong Sun & Eugene Abrokwah & Emmanuel Kofi Penney & Richmond Ofori-Boafo, 2020. "Influence of Trust on Customer Engagement: Empirical Evidence From the Insurance Industry in Ghana," SAGE Open, , vol. 10(1), pages 21582440198, January.
    4. Wang, Yucheng & Gao, Yanan, 2022. "Travel satisfaction and travel well-being: Which is more related to travel choice behaviour in the post COVID-19 pandemic? Evidence from public transport travellers in Xi’an, China," Transportation Research Part A: Policy and Practice, Elsevier, vol. 166(C), pages 218-233.
    5. Sandra Maria Correia Loureiro, 2023. "Overview of the brand journey and opportunities for future studies," Italian Journal of Marketing, Springer, vol. 2023(2), pages 179-206, June.
    6. Yu-Hsin Chen & Ching-Jui Keng, 2023. "The effect of subscription relational bond on customer engagement and stickiness in podcast: the moderating role of social connectedness," Service Business, Springer;Pan-Pacific Business Association, vol. 17(3), pages 723-745, September.
    7. Ana Belen Tulcanaza-Prieto & Iliana E. Aguilar-Rodríguez & Chang Won Lee, 2022. "Customer Perception and Its Influence on the Financial Performance in the Ecuadorian Banking Environment," Sustainability, MDPI, vol. 14(12), pages 1-14, June.
    8. Suha Fouad Salem, 2021. "Do Relationship Marketing Constructs Enhance Consumer Retention? An Empirical Study Within the Hotel Industry," SAGE Open, , vol. 11(2), pages 21582440211, April.
    9. Rodríguez-Rad, Carlos & Sánchez del Rio-Vázquez, María-Elena, 2023. "The relevance of participation Behavior, organizational Commitment, and attitudinal loyalty to the management of professional associations," Journal of Business Research, Elsevier, vol. 154(C).
    10. Xiao Chen & Xiaojing Sun & Dongwei Yan & Decheng Wen, 2020. "Perceived Sustainability and Customer Engagement in the Online Shopping Environment: The Rational and Emotional Perspectives," Sustainability, MDPI, vol. 12(7), pages 1-16, March.

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