Enhancing E-Business Success: Unraveling the Effect of Customer Engagement on Customer Citizenship Behavior and Purchase Decisions in Pakistan

Authors

  • Muhammad Aqib Shafiq Ghazi University, Dera Ghazi Khan. Author
  • Muhammad Ziaullah Ghazi University, Dera Ghazi Khan. Author
  • Tasneem Kousar Ghazi University, Dera Ghazi Khan. Author
  • Malik Abid Ali Ghazi University, Dera Ghazi Khan. Author
  • Qamar Abbas Ghazi University, Dera Ghazi Khan, Author

DOI:

https://doi.org/10.62345/

Keywords:

Customer Involvement, Self-Efficacy, Brand loyalty, Customer Citizenship Behavior

Abstract

This paper explores the association between customer involvement, commitment, participation and their influence on customer citizenship behavior, purchase decisions, as well as the mediating role of customer engagement, self-efficacy and brand loyalty. A quantitative research technique was used for this investigation. A survey was conducted among 450 customers in various industries. Data investigated through SPSS Version 26 and SEM (structural equation modeling) using Smart PLS Version 4. software. The results show that customer involvement, commitment, and participation positively impact customer engagement, citizenship behavior, and purchase decisions. Self-efficacy positively moderates the impression of customer engagement on customer citizenship behavior, while brand loyalty positively moderates the influence of customer engagement on purchase decisions. The results provide practical implications for organizations seeking to increase customer engagement, citizenship behavior, and purchase decisions. Organizations can improve customer satisfaction and loyalty by encouraging customer involvement and participation, building brand loyalty, and providing resources to enhance self-efficacy, leading to long-term revenue growth and success.

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Author Biographies

  • Muhammad Aqib Shafiq, Ghazi University, Dera Ghazi Khan.

    PhD Scholar, Department of Business Administration, Ghazi University Dera Ghazi Khan, Pakistan.
    E-mail: mastoiaqib@gmail.com

  • Muhammad Ziaullah, Ghazi University, Dera Ghazi Khan.

    Associate Professor, Chairperson, Department of Business Administration, Ghazi University, Dera Ghazi Khan, Pakistan Email: mziaullah@gudgk.edu.pk

  • Tasneem Kousar, Ghazi University, Dera Ghazi Khan.

    3Graduate MSBA, Department of Business Administration, Ghazi University, Dera Ghazi Khan, Pakistan
    Email: tasneemkousar1993@gmail.com

  • Malik Abid Ali, Ghazi University, Dera Ghazi Khan.

    PhD Scholar, Department of Business Administration, Ghazi University Dera Ghazi Khan, Pakistan.
    E-mail: badshahmalik1214@gmail.com

  • Qamar Abbas, Ghazi University, Dera Ghazi Khan,

    PhD Scholar, Department of Business Administration, Ghazi University Dera Ghazi Khan, Pakistan.

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Published

2023-09-30

How to Cite

Enhancing E-Business Success: Unraveling the Effect of Customer Engagement on Customer Citizenship Behavior and Purchase Decisions in Pakistan. (2023). Journal of Asian Development Studies, 12(3), 79-96. https://doi.org/10.62345/

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