Impact of Customerization and Customer Engagement on Brand Love with the Mediating role of Brand Performance. Evidence from Hotel Industry of Pakistan.

Abstract

Attracting and retaining customers is considered essential for success of any business entity operating all across the globe. Therefore, customer needs and demands need to be emphasized in order to earn a profitable market share. The present study has focused on the independent role of customerization and customer engagement with the mediating effect of brand performance (brand awareness, brand image and brand satisfaction) on brand love. The study has been conducted in a cross-sectional and causal manner. Data was collected through convenience sampling technique from 230 respondents, out of which 183 questionnaires were fully attempted, with a response rate of 79. 5%. Responses were analyzed through frequency distribution, correlation, simple linear regression and structural equational modelling analysis. The findings of the study have indicated positively significant relationships of customerization and customer engagement with brand performance and brand love.