The Relations between Customer Engagement and Their Satisfaction

Aiste Dovaliene, Akvile Masiulyte


Purpose. Customer engagement into value creation still remains an important object of both scholars and practical research. Customer engagement is acknowledge as an important tool for companies seeking to maintain sustainable business relationships and enhancing future consumption (Bakanovė, 2013; Hollebeek, Brodie, 2011). Notwithstanding, there is still lack of consensus in the scientific literature regarding the antecedents and consequences of the customer engagement. For example, Rajah, Marshall and Nam (2008), Mollen and Wilson (2010), Brodie, Ilic, Juric and Hollebeek (2013) state that customer engagement driving by particular circumstances leads to higher perceived customer value and better satisfaction, when others (e.c. Dong, Evans, Zou (2008); Kim, Kim , Wachter (2013) suggest that satisfaction with services is one of the main factors, which influence customer intentions to engage into value creation. Taking into account above mentioned, the main purpose of the paper is to reveal theoretically the relations between customer engagement into value creation and satisfaction and to test them empirically in the context of mobile environment.

Methodology. Based on systematic and comparative analysis of scientific literature theoretical model revealing relations between customer engagement and their satisfaction has been created. The quantitative research method (survey) has been chosen in order to meet the purpose of the research and to test the model empirically. Relying on the proposed theoretical model a questionnaire employing five point Likert scale has been constructed. 205 respondent took part in the survey.

Results. The result of scientific literature analysis is theoretical model, which indicates factors (such as customer sociability, hedonism and technical solutions) influencing customer engagement into value creation and explains the relations between customer engagement and customer satisfaction. The results of empirical research confirm the appropriateness of the proposed model for the analysis of customer engagement and the impact it has on customer satisfaction.

The theoretical contribution. As customer engagement is acknowledge to be a context specific phenomenon our research findings, which reveal main factors driving mobile applications users’ engagement and the role of it for a better satisfaction, contribute to the particular knowledge of customer engagement in the context of mobile environment as well as to general marketing theory.

Practical implications. The results of the research could be helpful for companies working in mobile environment and seeking to enhance customer engagement, improve customer satisfaction, consequently strengthening long-term customer relationships.

Keywords: customer engagement, value creation, satisfaction.

Paper type: Research paper. This research is funded by the European Social Fund under the Global Grant measure.


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