Antecedents and consequences of customer engagement: A case study of Saudi airline industry

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The main aim of this study is to examine the antecedents and consequences of consumer engagement in the Saudi airline industry. In total, 403 usable responses were collected using an electronic survey. The study respondents include airline travelers who are living in Saudi Arabia. The survey data were examined using structural equation modeling (SEM) to verify the theoretical model. The major study findings suggest that a positive correlation is found between online brand experience, brand love, and customer engagement. Moreover, customer engagement is positively associated with repatronage intention. In addition, the moderating results show that service quality has a moderating influence on the relationship between customer engagement and repatronage intention. As a consequence, the findings indicate the existence of service quality and its role in determining customer behavior intentions. This study also offers a great understanding of the interaction between the important factors. Thus, they may be utilized as a guideline for managing air traveling and improving airline sales in the country.

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    • Figure 1. Elaborated framework
    • Figure 2. AMOS results
    • Table 1. Demographic information of participants
    • Table 2. Composite reliability, Cronbach’s alpha, and AVE coefficients
    • Table 3. Discriminant validity
    • Table 4. Moderating effect of service quality
    • Table 5. Hypotheses testing
    • Table A1. Measurement statistics of construct scales
    • Table A1 (cont.). Measurement statistics of construct scales
    • Conceptualization
      Hawazen Alamoudi
    • Data curation
      Hawazen Alamoudi
    • Formal Analysis
      Hawazen Alamoudi
    • Funding acquisition
      Hawazen Alamoudi
    • Investigation
      Hawazen Alamoudi
    • Methodology
      Hawazen Alamoudi
    • Project administration
      Hawazen Alamoudi
    • Resources
      Hawazen Alamoudi
    • Software
      Majed Alharthi
    • Supervision
      Majed Alharthi
    • Validation
      Majed Alharthi
    • Visualization
      Majed Alharthi
    • Writing – original draft
      Majed Alharthi
    • Writing – review & editing
      Majed Alharthi