AN INTEGRATIVE MODEL OF CUSTOMER ENGAGEMENT PROCESS: THE EMPIRICAL EVIDENCE OF LARGE COMMERCIAL BANKS IN THAILAND

Abstract

Abstract

                The purposes of this study were to propose an integrative of customer engagement process as an alternative way beside customer satisfaction to strengthen customer-company relationship, and to establish empirical evidence of the causal relationship between CSR and customer loyalty through the mediating role of customer engagement process comprising perceived corporate reputation, customer-company identification and trust in the context of large commercial banks in Thailand. To test the proposed hypotheses, a quantitative research method was carried on. Data were gathered through questionnaires with 400 participants. The items used for measurement scales are based on previous studies. A two-step approach of structural equation modeling (SEM) was employed to assess the causal relationships testing. The results substantially confirmed seven of nine hypothesized relationships in the expected direction. Specifically, customer engagement process fully mediated the relationship between CSR and customer loyalty. Interestingly, out of the three components of customer engagement process, perceived corporate reputation played the most important role connecting CSR and customer loyalty.

 Keywords: customer engagement process, CSR, customer loyalty, commercial banks