Title: Do customer demographics have any relationship with the customer engagement construct?

Authors: Uday Arun Bhale

Addresses: Lovely Professional University, PGDM Welingkar Institute of Mgmt Mumbai, Mumbai, India; CDAC Pune, Pune, India

Abstract: This research attempted to study the factors affecting customer engagement and their demographic association in study telecom industry. The research objectives for the given study are: 1) to find the different types of customer engagement service channels in telecom; 2) to study the association of customer engagement with customer demographics. Totalling 1,600 customers have been selected for the current study with a quota-based purposive sampling method from India. To perform data analysis, the sample is split into 800 each with similar characteristics. EFA is used to form the construct from the first set of samples. Another eight hundred sets of samples are used for CFA to confirm the factors. To test the association between customer engagements with demographics chi-square test is used.

Keywords: customer engagement; demographic association; telecom.

DOI: 10.1504/IJBFMI.2026.150463

International Journal of Business Forecasting and Marketing Intelligence, 2026 Vol.11 No.1, pp.114 - 130

Received: 13 Feb 2024
Accepted: 27 Mar 2024
Published online: 15 Dec 2025 *

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