The Effect of Customer-Brand Relationship Investments on Customer Engagement: An Imperative for Sustained Competitiveness

Zuraidah Zainol, Norjaya Mohd. Yasin, Nor Asiah Omar, Nik M. Hazrul Nik Hashim, Juliana Osman

Abstract


ABSTRACT

Using the extended Resource Investment Model, this study investigated the effect of customer-brand investments in building a strong customer engagement. Data were collected from a sample of 200 mobile phone customers using self-administered questionnaire, and analyzed through the utilization of multiple linear regressions analysis. The findings revealed that investments in customer and brand relationship significantly induce the customer to be engaged to a brand. Besides, the findings indicated that customer investment partially mediates the relationship between perceived brand investment and customer engagement. This study is one of the first to test the applicability of resource investment model in the context of customer-brand relationship. It concentrated on customers’ perception of their relationships with mobile phone brand in the Malaysia’s context. Accordingly, this study provides useful insight for companies in developing a strong customer-brand relationship; and consequently to sustain their competitiveness.


Keywords: Relationship investment; customer-brand relationship; customer engagement; mobile phone brand


ABSTRAK
Menggunakan Model Sumber Pelaburan yang dilanjutkan, kajian ini mengkaji kesan pelaburan pelanggan-jenama dalam membina penglibatan pelanggan yang kukuh. Data dikumpul daripada sampel 200 pelanggan telefon mudah alih dengan menggunakan soal selidik yang ditadbir sendiri, dianalisis menerusi analisis regresi pelbagai. Dapatan kajian mendapati pelaburan hubungan pelanggan dan jenama mendorong pelanggan secara ketara untuk melibatkan diri secara aktif dalam hubungan dengan jenama. Selain itu, hasil kajian menunjukkan bahawa pelaburan pelanggan menjadi pengantara separa dalam hubungan di antara pelaburan jenama dengan penglibatan pelanggan. Kajian ini adalah salah satu kajian yang pertama bagi menguji kebolehgunaan Model Pelaburan Sumber dalam konteks hubungan pelanggan-jenama dengan menumpukan kepada persepsi pelanggan terhadap hubungan mereka dengan jenama telefon bimbit dalam konteks Malaysia. Sehubungan dengan itu, kajian ini memberikan pandangan yang berguna untuk syarikat-syarikat untuk membangunkan hubungan pelanggan-jenama yang kukuh dan seterusnya mengekalkan daya saing mereka.


Kata kunci: Pelaburan hubungan; hubungan pelanggan-jenama; penglibatan pelanggan; jenama telefon bimbit


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