EFFECTS OF CUSTOMER ENGAGEMENT BEHAVIOR ON CUSTOMER LOYALTY

Year 2017, Volume: 3 Issue: 1, 599 - 608, 30.06.2017

Ercan Taskin Fatma Demirag

https://doi.org/10.17261/Pressacademia.2017.636

Abstract

In this research, personal caring service field
consumer are analyzed  consumer behavior
participation effect of the customers loyalty. This research is considered as a
descriptive study, personal caring service consumers structured questionnaire
administered data was obtained by convenience sampling method. In data analyze,
data was obtained with factor analysis, hypothesis testing was performed with
regression analysis. According to the results obtained from the research;
customer engagement behavior positively affects the of the behavioral and
attitudinal loyalty. And attitudinal loyalty positively affects behavioral
loyalty.  In enterprises providing personal care
services, the effect of customer participation behavior on customer loyalty is
examined. In this process, firstly literature based evaluations are given and
interpretations are made according to the analyzes made for the variables
discussed later.Suggestions are provided to practitioners and future studies.
Research is an exploratory research.Survey was used as data collection tool in
the research.The questionnaire was formed in two parts in order to measure the
effect of demographic variables and customer participation behavior on customer
loyalty. Customer participation behavior is examined in four dimensions;
information seeking, information sharing, responsible behavior, personnel
communication.Customer loyalty is examined in two dimensions as loyalty and
behavioral loyalty.Dimensions of customer participation behavior in research Yi
and Gong, (2013); Attitude and behavioral loyalty are adorned from the work of
Kuikka and Laukkanen, (2012). Expressions in the scales were evaluated as
"I definitely agree - 5 I definitely do not agree" as the five-point
Likert scale. It has been found that customer participation behaviors
positively affect loyalty and behavioral loyalty, whereas attitudinal loyalty
affects behavioral loyalty positively. As a result of the data obtained within
the scope of the research; All hypotheses have led to the conclusion that
accepted customer participation behavior positively affects behavioral loyalty
and attitudinal loyalty positively affects behavioral loyalty. 

Keywords

Loyalty, Customer Participation Behavior, Customer Loyalty, Contingent Loyalty, Behavioral Loyalty

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