The moderating role of relationship quality in the customer engagement and satisfaction relationship in brand communities: the role of gender
by Matti J. Haverila; Kai Haverila; Caitlin McLaughlin
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 12, No. 4, 2021

Abstract: The purpose of this research was to examine the relationships between customer engagement, customer satisfaction and relationship quality in brand communities. Specifically, the moderating role of the relationship quality construct was examined first for the whole dataset, and then for the male and female respondents. The respondents were members of brand communities who originated from Canada and the USA. Partial least squares structural equation modelling (PLS-SEM) was utilised to analyse the relationships. The results indicate that the relationship between customer engagement and satisfaction is significant for both male and female respondents. However, the relationship between the relationship quality and customer satisfaction was significant in the whole dataset as well as for the male respondents, but not for the female respondents. Thus, the relationship quality construct moderated the customer engagement and customer satisfaction relationship only for the male respondents. The relationship quality has a different impact for males and females.

Online publication date: Wed, 20-Oct-2021

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Electronic Marketing and Retailing (IJEMR):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com