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Disentangling the Link Between Service Quality and Customer Brand Engagement: The Case of Abu Khader Automotive
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Author(s): Mohamad Hashem (University of Valencia, Spain & Abu Khader, Jordan), Rafael Curras-Pérez (University of Valencia, Spain)and Carla Ruiz-Mafé (University of Valencia, Spain)
Copyright: 2024
Pages: 32
Source title:
Improving Service Quality and Customer Engagement With Marketing Intelligence
Source Author(s)/Editor(s): Mudita Sinha (Christ University, India), Arabinda Bhandari (Presidency University, India), Samant Shant Priya (Lal Bahadur Shastri Institute of Management, India)and Sajal Kabiraj (Häme University of Applied Sciences, Finland)
DOI: 10.4018/979-8-3693-6813-8.ch003
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Abstract
The purpose of this chapter is to analyse how the dimensions of service quality affect cognitive, affective and behavioural customer brand engagement. The chapter showcases the success story of a leading car dealership in Jordan demonstrating practical applications and outcomes. A questionnaire was answered by a sample of 602 customers who purchased a vehicle from a car dealership in Jordan during 2020-2022. In addition, a concept mapping analysis was conducted with the staff of the car dealership. This chapter provides insights into: (i) how to improve service quality through marketing intelligence; (ii) how the perceptions that customers hold about service quality can drive customer brand engagement dimensions.
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