Effectiveness of online customer engagement on building customer loyalty. A case of Boltgas International Engineering Company.
- Author
- Sigauke, Farai
- Title
- Effectiveness of online customer engagement on building customer loyalty. A case of Boltgas International Engineering Company.
- Abstract
-
This research endeavors to elucidate the correlation between online customer engagement and customer loyalty within the context of Boltgas International, a Zimbabwe-based engineering solutions provider. A causal research design was employed to establish the cause-and-effect relationship between the two variables. The target population comprised 10,000 customers actively interacting with Boltgas International online, with a sample size of 370 determined using a 5% confidence interval. A coded questionnaire was formulated using established measurement scales, served as the research instrument. Data analysis was conducted using SPSS version
26.0 and SPSS-Amos version 26, yielding results presented in figures and tables. The study investigated the hypothesized positive relationship between customer engagement and customer loyalty, revealing a statistically significant regression coefficient. Notably, three constructs demonstrated reliability measures exceeding the recommended threshold of 0.7, while one variable showed a lower reliability measure. The findings provide robust empirical evidence of a positive relationship between customer engagement and customer loyalty, with personalization and value emerging as the most significant predictors. These insights contribute meaningfully to the understanding of customer engagement in the digital era, offering practical implications for businesses seeking to enhance customer loyalty through online channels.
- Date
- JUNE 2024
- Publisher
- BUSE
- Keywords
-
- online customer engagement
- Boltgas International
- Zimbabwe-based engineering solutions provider - Supervisor
- Dr T Dube
- Item sets
- Department of Marketing
