Customer engagement effect on relationship quality through customer co-creation
Keywords:
Customer engagement, customer co-creation, relationship quality
Abstract
This study aims to analyze the influence of customer engagement on relationship quality through customer engagement at the Gaprusy Bukittinggi bag shop. The population in this study are all customers or customers who have shopped at the Gaprusy bag store whose number is not known for certain. While the number of samples in this study amounted to 100 respondents with the characteristics of having shopped in the last 3 months and using the purposive sampling method. The analytical technique used is SEM analysis using smart PLS4. The results of this study are (1) There is a significant and positive influence between customer engagement on relationship quality. (2) There is a significant and positive effect between customer engagement on customer co-creation. (3) There is a significant and positive influence between customer co-creation on relationship quality. (4) Customer co-creation is able to provide a positive mediating role on customer engagement on relationship quality.
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References
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Nugraheni, & Intan, C. (2012). THE EFFECT OF CUSTOMER ENGAGEMENT THROUGH SOCIAL MEDIA ON BRAND TRUST.
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Rachbini, W. (2017). THE ROLE OF SOCIAL SUPPORT ON RELATIONSHIP QUALITY AND. Scientific Journal of Management , 330-347.
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Rahmawati, E., & Sanaji. (2015). THE EFFECT OF CUSTOMER ENGAGEMENT ON CUSTOMER SATISFACTION AND BRAND TRUST AND THE IMPACT ON BRAND LOYALTY. JOURNAL of RESEARCH in ECONOMICS and MANAGEMENT , 246-261.
Sugianto, KC (nd). ANALYSIS OF THE EFFECT OF DIGITAL MARKETING ON BRAND ADVOCACY WITH PERCEIVED SERVICE QUALITY AND CUSTOMER ENGAGEMENT AS INTERMEDIATE VARIABLES ON VIRTUAL HOTEL OPERATOR: OYO HOTEL.
Waqar Nadeema, MJ, Nadeema, W., Juntunenna, M., Shirazib, F., & Hajlic, N. (2019). Consumers' value co-creation in sharing economy: The role of social support, consumers' ethical perceptions and relationship quality. TECHNOLOGICAL FORECASTING & SOCIAL CHANGE .
Wufron, Nurhasan, R., & Rahmwati, M. (2020). VALUE CO-CREATION TO WORD OF MOUTH THROUGH CUSTOMER SATISFACTION OF SUKAREGANG GARUT LEATHER CRAFT PRODUCTS. JOURNAL OF ECONOMIC DISCUSSION , 10-16.
Kuncara,Alfian Dwijati (2020), The Influence of Consumer Engagement on Purchase Intention: Social Value, Hedonic Value and Co-creation Value as a mediator
Tsani et al (2016), Analysis of Co-creation Performance on Customer Value and its impact on customer satisfaction (Survey of XL sim card users on XL interactive fanpage )
Amrah, RH, & Riptiono, S. (2021). The Effect of Customer Experience on Switching Intention with Relationship Quality as an Intervening Variable (Study on Customers of Intansari Bakery Ingredients).
Asih, NO, Azrin, MN, & Sidek, F. (2018). The Impact of Customer Value Co-Creation and Relationship quality on Relationship quality: personality traits a moderator. management journal 54 .
Brannen, Julia. 1992. Mixing Methods: Qualitative and Quantitative Research. Brookfield, USA: Avebury, Aldershot Publisher.
Benham, M., D. Hollebeck b, c, L., Farabi, R., & Clark, MK (2020). Exploring customer engagement in the product vs. service contexts. Journal of Retailing and Consumer Services .
Callista, R., & Omar, OS (2020). INFLUENCE OF TRAVELOKA WEBSITE QUALITY ON USER ATTITUDE AND INTEREST TO PARTICIPATE IN ONLINE CO-CREATION. JMM Online Vol. 4 , 1-15.
Creswell, John W. 1994. Research Design, Qualitative, Quantitative, and Mixed Methods Approaches, Second edition. London: Sage Publications.
Chin, WW (1998). The Partial Least Squares Approach to Structural Equation Modeling. In GA Marcoulides, Modern Methods For Business Research (pp. 295-336). London: Lawrence Erlbaum Associates.
Denzin, Norman K. & Tvona S. Lincoln (Eds.). Handbook of Qualitative Research. Translation by Dariyatno et al. Yogyakarta: Student Library, 2009, p. 350.
Erlan, RM, Abror, & Trinanda, O. (2019). THE EFFECT OF CUSTOMER ENGAGEMENT ON CUSTOMER LOYALTY WITH CUSTOMER SATISFACTION AS THE INTERVENING VARIABLE (CASE STUDY IN BANK BRI UNIT BELIMBING PADANG). EcoGen volume 2, number 2. , 156-164.
Hair, JF, Ringle, CM, & Sarstedt, M. (2013). Editorial Partial Least Square Structural Equation Modeling: Rigorous Applications, Better Results and Higher Acceptance. ELSEVIER, 1-12.
Hair, JF, Ringle, CM, & Sarstedt, M. (2011). PLS-SEM: Indeed A Silver Bullet. Journal of Marketing Theory and Practice, 139-151.
Kastanja, LI (2014). Variant-Based Structural Euation Modeling (Spatial SEM-PLS) for Modeling Food Insecurity Risk Status in Papua and West Papua Provinces. Surabaya: Statistics Department, FMIPA-ITS.
Kurniawan, CN, Kusumawati, A., & Iqbal, M. (2020). ANALYSIS OF CO-CREATION EXPERIENCE AND THEIR IMPACT IN TOURISM CONTEXT. Journal of Business Administration , 24-38.
Lincoln, Yvonna S. & Egon G. Guba. 1985. Naturalistic Inquiry. Beverly Hills: Sage Publications.
Mulyadi, Mohammad. 2010. Quantitative and Qualitative Research, And Its Combination Practices In Social Research. Jakarta: Nadi Pustaka.
Mulyadi, Mohammad. (2011). Quantitative and Qualitative Research and basic thinking combine them. Journal of Communication and Media studies. Pages 127-138 Vol 15.
Nugraheni, & Intan, C. (2012). THE EFFECT OF CUSTOMER ENGAGEMENT THROUGH SOCIAL MEDIA ON BRAND TRUST.
Nikmatus, Eva Ummi; Sholihah; Salamah, Mutiah. (2013) Structural Equation Modeling-Partial Least Square for modeling the health status of districts/cities in East Java. Journal of Science and Arts. Pg 169-174 Vol.4
Poerwadarminta, WJS 2006. General Indonesian Dictionary. Jakarta: Balai Pustaka. Suriasumantri, Jujun.S., 2005. Philosophy of Science. Jakarta: Sinar Harapan.
Wold, H. (2013). Partial Least Square. In GA Marcoulides, Modern Methods For Business Research (p. 295). New York: Psychology Press.
Vinzi, VE, Chin, WW, Henseler, J., & Wang, H. (2010). Handbook of Partial Least Squares. Berlin: Springer. Hair, JF, Ringle, CM, & Sarstedt, M. (2011). PLS-SEM: Indeed A Silver Bullet. Journal of Marketing Theory and Practice, 139-151.
Patanduk, SR (2016). THE INFLUENCE OF SERVICE QUALITY AND RELATIONSHIP QUALITY ON CUSTOMER LOYALTY IN TELECOMMUNICATION PROVIDER TRI. EMBA journal , 404-413.
Rachbini, W. (2017). THE ROLE OF SOCIAL SUPPORT ON RELATIONSHIP QUALITY AND. Scientific Journal of Management , 330-347.
RAHARDIAN, R. (Year 4, No. 3, December 2011). EFFECT OF TRUST AND COMMITMENT ON RELATIONSHIP QUALITY A Study on a Business Partner Company of PT. XYZ (A Non-Bank Financial Institution). Journal of Theoretical and Applied Management , 52-62.
Rahmawati, E., & Sanaji. (2015). THE EFFECT OF CUSTOMER ENGAGEMENT ON CUSTOMER SATISFACTION AND BRAND TRUST AND THE IMPACT ON BRAND LOYALTY. JOURNAL of RESEARCH in ECONOMICS and MANAGEMENT , 246-261.
Sugianto, KC (nd). ANALYSIS OF THE EFFECT OF DIGITAL MARKETING ON BRAND ADVOCACY WITH PERCEIVED SERVICE QUALITY AND CUSTOMER ENGAGEMENT AS INTERMEDIATE VARIABLES ON VIRTUAL HOTEL OPERATOR: OYO HOTEL.
Waqar Nadeema, MJ, Nadeema, W., Juntunenna, M., Shirazib, F., & Hajlic, N. (2019). Consumers' value co-creation in sharing economy: The role of social support, consumers' ethical perceptions and relationship quality. TECHNOLOGICAL FORECASTING & SOCIAL CHANGE .
Wufron, Nurhasan, R., & Rahmwati, M. (2020). VALUE CO-CREATION TO WORD OF MOUTH THROUGH CUSTOMER SATISFACTION OF SUKAREGANG GARUT LEATHER CRAFT PRODUCTS. JOURNAL OF ECONOMIC DISCUSSION , 10-16.
Kuncara,Alfian Dwijati (2020), The Influence of Consumer Engagement on Purchase Intention: Social Value, Hedonic Value and Co-creation Value as a mediator
Tsani et al (2016), Analysis of Co-creation Performance on Customer Value and its impact on customer satisfaction (Survey of XL sim card users on XL interactive fanpage )
Published
2022-12-21
How to Cite
Gumi, A., & Sari, A. Y. (2022). Customer engagement effect on relationship quality through customer co-creation. Marketing Management Studies, 2(4), 378-388. https://doi.org/10.24036/mms.v2i4.324
Section
Articles
