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example research 2

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11 views

example research 2

example research paper 2

Uploaded by

odilerothbart20
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 4

THEORETICAL FRAMEWORK

1. Customer Satisfaction

Thomassen (2003, p. 69) defines customer satisfaction as “the perception of


the customer as a result of

Consciously or unconsciously comparing their experiences with their


expectations.” Kotler & Keller (2008, p. 80)

Build on this definition, stating that customer satisfaction is determined by


“the degree to which someone is happy

Or disappointed with the observed performance of a product in relation to his


or her expectations.”

Performance that is below expectations leads to a dissatisfied customer,


while performance that satisfies

Expectations produces satisfied customers (Kotler & Keller, 2003, p. 80).

The definition of Zeithaml and Bitner (2003, p. 86) is slightly different from
that of Thomassen. They posit that

“satisfaction is the consumer fulfilment response. It is a judgement that a


product or service feature, or the product

Of service itself, provides a pleasurable level of consumption-related


fulfilment.” Zeithaml and Bitner’s emphasis
Is thus on obtaining a certain satisfaction in relation to purchasing.

Thomassen’s definition is the most relevant to the aims of this study, given
the emphasis it places on

Unconscious perception. Although Zeithaml and Bitner, like Thomassen, say


that customer satisfaction is a

Reaction to the experience gained, there is no distinction between conscious


and unconscious comparisons in

Their definition.

2. Customer Engagement

(Christoph F, Roderick, & Linda, 2014). Understanding the importance of


engagement platforms, virtual or

Physical where brand value is co-created through resources. Analysis of


types and characteristics of customer

Engagement platforms to enhance the content delivery of the resource


engaged in the customer platform. The

Managerial level decision-making process concerning implementation,


adoption, and utilization of the customer

Engagement (CE) ecosystem is analyzed.


3. Brand Relationship

(Cheung M. L., Pires, Rosenbergr, & Oliveria, 2019) Consumer brand


engagement has an impact if the brand

Interactivity is customized and mostly this platform is provided by social


media for a durable technology product.

This study demonstrates “how to use brand interactivity elements on a social


media platform” (Cheung, Pires, &

Rosenberger III, The influence of perceived social media marketing elements


on consumer-brand engagement

And brand knowledge, 2019) and how it helps to strengthen the brand
relationship. It also examines the role of

Social media marketing in building the consumer-brand (Cheung M. L., Pires,


Rosenbergr, & Oliveria, 2019)

Relationship by testing theoretical model proving that “Entertainment


interactivity, cognitive information transfer

Interaction, and cognitive up to date information interactivity are critical


drivers in strengthening the Consumer

Brand relationship.”
4. Brand Interactivity

(Liao & Chung, 2019) Examines the influence of interactivity and customer
engagement on hotel customers

For which purchase intentions and word-of-mouth and trust act as the
mediating factors. These factors have a

Direct and indirect effect on brand loyalty. Brands may increase individuals’
identity by constantly engaging

Consumers through social media.

CONCEPTUAL FRAMEWORK

Figure 1: The conceptual model of the study

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