The Role of Customer Engagement and Relationship Quality toward E-Customer Loyalty in the Jordanian Online Environment

Abstract

The digital world now is more dominant, and the customer shifts to online engagement and online practices. This paper aimed to develop a new framework to illustrate the impact of electronic customer engagement on relationship quality and e- customer loyalty in the online environment in Jordan. This study through reviewing the literature, extracted three dimensions of customer engagement; cognitive, affective and normative engagement. In addition to relationship quality and its mediating impact on customer loyalty.460 questioners were distributed to university student who confirmed following or liking at least one brand community on Facebook, (PLS-SEM)was used to analyze the data collected and the result showed that there is a significant impact of e-customer engagement on relationship quality and customer loyalty.in addition, relationship quality had partial mediation relation between customer engagement and e-customer loyalty.