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The effect of customer engagement on customer loyalty: indication from the insurance industry in Jordan

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Abstract

This study focuses on the examination of the effect of customer engagement practices on the customers’ loyalty. It then considers the investigation of the intermediating role of customer experience and customer identification factors in the connections between customer engagement dimensions and his/her brand loyalty. Thus, a total of approximately 352 usable responses from those life insurance customers in Jordan were evaluated after their responses were subjected to partial least squares structural equation modeling analysis. The research’s outcomes gave a prediction that purchaser engagement significantly influences purchaser experience and customer identification. The attained outcomes also uncovered that purchaser experience and shopper identification meaningfully improve customer loyalty and the intermediated connection between customer engagement and customer loyalty. Additionally, these attained outcomes indicate the why practices that boost customer experience and identification result in customer loyalty and engagement also.

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  1. Girne American University, Kyrenia, Cyprus

    Raed Ibrahim Mohamad Ibrahim

  2. Department of Business Administration, Faculty of Economics & Administrative Sciences, Lefke Avrupa Üniversitesi, Lefke, Turkey

    Pelin Bayram

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Ibrahim Mohamad Ibrahim, R., Bayram, P. The effect of customer engagement on customer loyalty: indication from the insurance industry in Jordan. J Financ Serv Mark (2023). https://doi.org/10.1057/s41264-023-00216-w

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