Loyalty intentions and selected relationship quality constructs: The mediating effect of customer engagement
International Journal of Quality & Reliability Management
ISSN: 0265-671X
Article publication date: 28 January 2019
Issue publication date: 22 March 2019
Abstract
Purpose
The purpose of this paper is to assess the mediating effect of customer engagement on the relationships between selected relationship quality and value antecedents (commitment, customer satisfaction, trust and customer value), and the consequence (loyalty intentions) within the short-term insurance industry.
Design/methodology/approach
A descriptive research design that is quantitative in nature was followed and 491 responses from insurance customers were analysed.
Findings
Short-term insurers should facilitate customer engagement by implementing strategies that foster customer commitment, ensure customer satisfaction, build trust and create customer value. Facilitating customer engagement may lead to stronger loyalty intentions amongst customers towards the short-term insurer.
Research limitations/implications
The investigation offers a greater understanding of the relevance and importance of the customer engagement theory and the impact it may have in strengthening the relationships between factors of the relationship marketing domain and customer loyalty.
Practical implications
From a managerial perspective, it is evident that short-term insurers should facilitate customer engagement carrying out strategies that foster customer commitment, ensure customer satisfaction, build trust and create customer value.
Originality/value
Building on the work of earlier relationship and quality management scholars, the study provides new insight into the role and relevance of relationship quality and value factors and customer engagement, while simultaneously being assessed for their contribution to customer loyalty.
Keywords
Acknowledgements
This work is based on the research supported in part (language and technical editing of this manuscript) by the National Research Foundation of South Africa (Grant Nos 96188, 104662). Any opinion, finding and conclusion or recommendation expressed in this material is that of the author(s) and the NRF does not accept any liability in this regard.
Citation
Petzer, D.J. and van Tonder, E. (2019), "Loyalty intentions and selected relationship quality constructs: The mediating effect of customer engagement", International Journal of Quality & Reliability Management, Vol. 36 No. 4, pp. 601-619. https://doi.org/10.1108/IJQRM-06-2018-0146
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited