Purpose

The study aims to examine the moderating role of variety-seeking behaviour between customer engagement and its antecedents (customer satisfaction and customer value). Further, this study also tests the existence of the value-satisfaction-engagement behaviour chain.

Design/methodology/approach

The perception of 262 respondents was used to examine the hypothesis using the structural equation modelling approach.

Findings

The moderation effect of variety-seeking behaviour between customer satisfaction and customer engagement was found to be significant. Also, customer satisfaction fully mediated the relationship between perceived value and customer engagement, hence, empirically validating the value-satisfaction-engagement model in the retailing context.

Research limitations/implications

The findings draw managers' attention towards the segment of consumers who are more likely to be engaged, thus helping managers develop a more efficient and focussed strategy to achieve customer engagement. The result also suggests that variety-seeking buyers may not get engaged even after satisfaction.

Originality/value

This paper is among the first to empirically test the moderating role of variety-seeking behaviour to achieve customer engagement.

中文翻译：

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我们应该吸引寻求多样性的客户吗？

目的

该研究旨在检验客户参与及其前因（客户满意度和客户价值）之间寻求多样性行为的调节作用。此外，本研究还检验了价值-满意度-参与行为链的存在性。

设计/方法/途径

使用结构方程建模方法，使用 262 名受访者的看法来检验假设。

发现

顾客满意度和顾客参与度之间的多样性寻求行为的调节作用被发现是显着的。此外，客户满意度完全调节了感知价值与客户参与度之间的关系，因此，在零售环境中实证验证了价值-满意度-参与度模型。

研究局限性/影响

调查结果将管理者的注意力吸引到更有可能参与的消费者群体，从而帮助管理者制定更有效、更集中的战略来实现客户参与。结果还表明，寻求多样化的买家即使在满意之后也可能不会参与。

原创性/价值

本文是首批通过实证检验寻求多样性行为对实现客户参与的调节作用的论文之一。