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Customer Engagement with Perceived Digital Servitization: An Empirical Investigation

In: Proceedings of the 5th International Conference on Economic Management and Big Data Application (ICEMBDA 2024)

Author

Listed:
  • Shuwen Huang

    (Guangdong Polytechnic of Industry and Commerce)

Abstract

This study examines how businesses can boost customer engagement and loyalty amidst market competition and digital change. It explores the impact of perceived digital servitization on brand loyalty through customer engagement, considering factors like product involvement, perceived value, and self-consistency. The research used surveys and statistical analysis on mobile consumers, finding that product involvement, perceived value, and self-consistency positively influence customer engagement, affecting loyalty. The study suggests that enhancing Perceived digital servitization can strengthen customer engagement and loyalty, offering insights for market strategies.

Suggested Citation

  • Shuwen Huang, 2024. "Customer Engagement with Perceived Digital Servitization: An Empirical Investigation," Advances in Economics, Business and Management Research, in: Kun Zhang & Hang Luo & Tang Yao & Hongbo Li (ed.), Proceedings of the 5th International Conference on Economic Management and Big Data Application (ICEMBDA 2024), pages 496-509, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-638-3_49
    DOI: 10.2991/978-94-6463-638-3_49
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