The effect of perceived value on customer engagement with the moderating role of brand image: A study case in vietnamese restaurants

Abstract

Customer engagement (CE) has become an exciting new topic and widely discussed among the practitioners and academics. The objective of this study is to supply a new higher-order model of CE that can explain the nature of CE. Therefore, an understanding of the influence of CE is explored in the context of restaurant service in Vietnam. A survey of 517 customers who have enjoyed at restaurants provided data for assessing the model. Data analysis was done using SPSS 21 and AMOS 21, using the Structural Equation Modeling (SEM). The results demonstrate that perceived value is the strongest determinant of CE, followed by service quality. In contrast, the results also illustrate that CE is not affected by customer involvement. Brand image consider as a moderating factor that weakens the relationship between CE and customer loyalty. In addition, the income level of the customer also affect differently to the relationship between CE and related structures. However, this study does not focus on examining the impact of CE’s antecedents on its dimensions.