Journal of Marketing Science ›› 2013, Vol. 9 ›› Issue (2): 99-110.

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Customer Engagement:Psychological Antecedents and Its Effect on Customer Loyalty

Han Xiaoyun, Yu Cezheng   

  1. Business School, Sun Yat-Sen University
  • Online:2013-06-01 Published:2013-08-09


The authors develop a research model to test the effects of three psychological factors( customer involvement, customer psychological empowerment and customer psychological ownership) on customer engagement, and the impact of customer engagement on customer loyalty. The results show that customer involvement and customer psychological ownership are positively related to customer engagement; however, customer psychological empowerment affects customer engagement indirectly. Customer engagement has direct and positive effect on customer loyalty.

Key words: Customer engagement, Customer psychological empowerment, Customer psychological ownership, Customer involvement, Customer loyalty