Can perceived coolness enhance memorable customer experience? The role of customer engagement

There is no author summary for this article yet. Authors can add summaries to their articles on ScienceOpen to make them more accessible to a non-specialist audience.

Abstract

Purpose

Memorable customer experience (MCE) is a key factor affecting customer loyalty and revisit intention. Hospitality managers must identify factors that create MCEs. This study aims to investigate relationships among perceived coolness, customer engagement and MCE and examine the mediation effect of customer engagement.

Design/methodology/approach

Two samples of 434 restaurant customers and 372 hotel customers in Taiwan returned questionnaires. Hypotheses were examined by structural equation modeling.

Findings

The results demonstrated that perceived coolness positively affected customer engagement and MCE and that customer engagement positively affected MCE. Furthermore, customer engagement mediated the relationship between perceived coolness and MCE.

Research limitations/implications

This study is cross-sectional, which limits causal inference. Furthermore, this study only investigated customers of Taiwanese restaurants and hotels, and the findings may not be generalizable to other industries and countries.

Originality/value

This study contributes to the MCE knowledge in hospitality by elucidating the association among perceived coolness, customer engagement and MCE. The findings can aid hospitality managers in developing marketing strategies, fostering customer engagement and creating MCEs.

Related collections

Most cited references 74

Record: found
Abstract: found
Article: not found

Common method biases in behavioral research: A critical review of the literature and recommended remedies.

Philip M Podsakoff, Scott MacKenzie, Jeong-Yeon Lee … (2003)

Interest in the problem of method biases has a long history in the behavioral sciences. Despite this, a comprehensive summary of the potential sources of method biases and how to control for them does not exist. Therefore, the purpose of this article is to examine the extent to which method biases influence behavioral research results, identify potential sources of method biases, discuss the cognitive processes through which method biases influence responses to measures, evaluate the many different procedural and statistical techniques that can be used to control method biases, and provide recommendations for how to select appropriate procedural and statistical remedies for different types of research settings.