Customer Engagement and Loyalty Issues in Omnichannel Fast-Food Industry

• Main Authors: Phang Ing @ Grace, Ng, Jing En, Fam, Kim-Shyan
• Format: Article
• Language: English; English
• Published: Universiti Malaysia Sarawak 2021
• Subjects: HD9000-9999 Special industries and trades; HM(1)-1281 Sociology
• Online Access: https://eprints.ums.edu.my/id/eprint/31975/1/Customer%20Engagement%20and%20Loyalty%20Issues%20in%20Omnichannel%20Fast-Food%20Industry.pdf; https://eprints.ums.edu.my/id/eprint/31975/2/Customer%20Engagement%20and%20Loyalty%20Issues%20in%20Omnichannel%20Fast-Food%20Industry1.pdf; https://eprints.ums.edu.my/id/eprint/31975/; https://publisher.unimas.my/ojs/index.php/IJBS/article/view/4313; https://doi.org/10.33736/ijbs.4313.2021

Building on Social Exchange Theory and Congruity Theory, this study aims to examine the relationships between channel integration quality (i.e., channel-service configuration and integrated interaction) and congruity (i.e., self-brand image congruity and value congruity) towards customer engagement;...