The Impact of Customer Experience in Online Brand Communities on Customer Engagement and Purchase Intentions Among Arab Internet Users: Theoretical Analysis, Conceptual Framework and Research Agenda
Document Type
Article
Publication Date
9-2020
Abstract
Drawing on the service ecosystem theory and customer experience and engagement theory, this study examines the relationship between customer experience, customer engagement, and purchase intentions in online settings. Customer experience is operationalized into pragmatic, hedonic, sociability, and usability, whereas customer engagement is operationalized into the attitudinal and behavioral engagement. This study was undertaken among members of online communities from The Arab Administrative Development Organization (ARADO); a specialized organization affiliated with the League of Arab States. The study delves identifying into which customer experience may elevate customer engagement, how the specific customer experience elevates customer engagement to potentially lead to a purchasing intention in online brand communities.
Recommended Citation
Sherif Akram & Wael Kortam, 2020. "The Impact of Customer Experience in Online Brand Communities on Customer Engagement and Purchase Intentions Among Arab Internet Users: Theoretical Analysis, Conceptual Framework and Research Agenda," Business and Management Studies, Redfame publishing, vol. 6(3), pages 26-54, September.