The Effect of Customer-Brand Relationship Investments on Customer Engagement: An Imperative for Sustained Competitiveness
Kesan Pelaburan Hubungan Pelanggan-Jenama ke atas Penglibatan Pelanggan: Suatu Kemestian bagi Daya Saing yang Mampan

Faculty of Management & Economics
Universiti Pendidikan Sultan Idris
35900 Tanjong Malim, Perak, MALAYSIA.

zuraidah@fpe.upsi.edu.my

Department of Business Administration
College for Women, Prince Sultan University
Riyadh, Kingdom of SAUDI ARABIA.

nyasin@pscw.psu.edu.sa

Faculty of Economics and Management
Universiti Kebangsaan Malaysia
43600 UKM Bangi, Selangor, MALAYSIA.

norasiah@ukm.edu.my

UKM-Graduate School of Business
Universiti Kebangsaan Malaysia
43600 UKM Bangi, Selangor, MALAYSIA.

nikhaz@ukm.edu.my

Faculty of Management & Economics
Universiti Pendidikan Sultan Idris
35900 Tanjong Malim, Perak, MALAYSIA.
E-Mail: juliana@fpe.upsi.edu.my

juliana@fpe.upsi.edu.my

Abstract

Using the extended Resource Investment Model, this study investigated the effect of customer-brand investments in building a strong customer engagement. Data were collected from a sample of 200 mobile phone customers using selfadministered questionnaire, and analyzed through the utilization of multiple linear regressions analysis. The findings revealed that investments in customer and brand relationship significantly induce the customer to be engaged to a brand. Besides, the findings indicated that customer investment partially mediates the relationship between perceived brand investment and customer engagement. This study is one of the first to test the applicability of resource investment model in the context of customer-brand relationship. It concentrated on customers’ perception of their relationships with mobile phone brand in the Malaysia’s context. Accordingly, this study provides useful insight for companies in developing a strong customer-brand relationship; and consequently to sustain their competitiveness.

Keywords

customer engagement; customer-brand relationship; mobile phone brand; Relationship investment

Citation

Zainol, Z., Mohd. Yasin, N., Omar, N. A, Nik Hashim, N. M. H., & Osman, J. (2015). The Effect of Customer-Brand Relationship Investments on Customer Engagement: An Imperative for Sustained Competitiveness. Jurnal Pengurusan, 44, 117–127.

@article{zainol2015theeffect,
  title={The Effect of Customer-Brand Relationship Investments on Customer Engagement: An Imperative for Sustained Competitiveness},
  author={Zainol, Zuraidah and Mohd. Yasin, Norjaya and Omar, Nor Asiah and Nik Hashim, Nik M. Hazrul and Osman, Juliana},
  journal={Jurnal Pengurusan},
 

volume={44},
  number={},
  pages={117—127},
  year={2015},
  doi={},
  publisher={Penerbit UKM},
}

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44 (2015) 117 – 127

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