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

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.