Factors Affecting Customer Engagement In Social Media: A Case Study Of Costume Rental Service In Vietnam

Abstract

Customer Engagement is emerging in the marketing literature with preliminary research indicating that it has an important construct that not only reflects customers' interactive experience and the relationship within brand communities but also is conducive to a firm’s financial value like boosting business performance including sales revenue, outstanding competitive advantage, and profitability. Determining the factors affecting customer engagement on social networks in the digital transformation era is extremely necessary for service providers. It is the basis for service providers to plan business strategies, marketing, and development plans in order of priority following their resources, to promote brand awareness, build and nurture relationships with customers. Thus, this paper promotes a new integrated conceptual framework, looking for the role of quality of products and service, trust satisfaction, and perceived value through social media in creating customer engagement, and examining the casual communication among customer engagement with these factors. The research result shows that product quality has the greatest influence on customer engagement, followed by perceived value and service quality customer satisfaction. Customer trust was found to have the smallest impact on customer engagement. Therefore, these findings will assist companies in identifying that these factors are interactions. The study tries to achieve better insights into these marketing constructs.