Surachai Triwannakij

Type of the article: Research Article

Abstract
Customer engagement has become one of the main focuses in the management of public cultural services in many countries due to competition in the tourism sector. The study aims to investigate how service quality influences tourists’ Chengdu of public cultural concert engagement and loyalty. A total of 527 Chengdu public cultural concert visitors participated in the study by completing structured questionnaires towards purposive sampling. Structural Equation Modeling (SEM) was employed to test research hypotheses. The service quality, as measured by the ARTQUAL dimensions, plays a partially positive and significant role in influencing customer engagement and loyalty. The study further establishes customer engagement as a mediator in the relationship between service quality and customer loyalty. Service quality dimensions, namely brand management, management policy, personal interaction, physical facilities and ergonomics, have a positive and significant effect on customer engagement. Meanwhile, visual management does not have a significant impact on customer engagement. Furthermore, customers’ engagement also has a crucial role in influencing customer loyalty and mediates the service quality and customer loyalty. Furthermore, physical facilities play a lesser role in influencing customer engagement.

Acknowledgment
Conflict of interest: The authors declare that they have no conflict of interest.