THEORETICAL FRAMEWORK
1. Customer Satisfaction
Thomassen (2003, p. 69) defines customer satisfaction as “the perception of
the customer as a result of
Consciously or unconsciously comparing their experiences with their
expectations.” Kotler & Keller (2008, p. 80)
Build on this definition, stating that customer satisfaction is determined by
“the degree to which someone is happy
Or disappointed with the observed performance of a product in relation to his
or her expectations.”
Performance that is below expectations leads to a dissatisfied customer,
while performance that satisfies
Expectations produces satisfied customers (Kotler & Keller, 2003, p. 80).
The definition of Zeithaml and Bitner (2003, p. 86) is slightly different from
that of Thomassen. They posit that
“satisfaction is the consumer fulfilment response. It is a judgement that a
product or service feature, or the product
Of service itself, provides a pleasurable level of consumption-related
fulfilment.” Zeithaml and Bitner’s emphasis
Is thus on obtaining a certain satisfaction in relation to purchasing.
Thomassen’s definition is the most relevant to the aims of this study, given
the emphasis it places on
Unconscious perception. Although Zeithaml and Bitner, like Thomassen, say
that customer satisfaction is a
Reaction to the experience gained, there is no distinction between conscious
and unconscious comparisons in
Their definition.
2. Customer Engagement
(Christoph F, Roderick, & Linda, 2014). Understanding the importance of
engagement platforms, virtual or
Physical where brand value is co-created through resources. Analysis of
types and characteristics of customer
Engagement platforms to enhance the content delivery of the resource
engaged in the customer platform. The
Managerial level decision-making process concerning implementation,
adoption, and utilization of the customer
Engagement (CE) ecosystem is analyzed.
3. Brand Relationship
(Cheung M. L., Pires, Rosenbergr, & Oliveria, 2019) Consumer brand
engagement has an impact if the brand
Interactivity is customized and mostly this platform is provided by social
media for a durable technology product.
This study demonstrates “how to use brand interactivity elements on a social
media platform” (Cheung, Pires, &
Rosenberger III, The influence of perceived social media marketing elements
on consumer-brand engagement
And brand knowledge, 2019) and how it helps to strengthen the brand
relationship. It also examines the role of
Social media marketing in building the consumer-brand (Cheung M. L., Pires,
Rosenbergr, & Oliveria, 2019)
Relationship by testing theoretical model proving that “Entertainment
interactivity, cognitive information transfer
Interaction, and cognitive up to date information interactivity are critical
drivers in strengthening the Consumer
Brand relationship.”
4. Brand Interactivity
(Liao & Chung, 2019) Examines the influence of interactivity and customer
engagement on hotel customers
For which purchase intentions and word-of-mouth and trust act as the
mediating factors. These factors have a
Direct and indirect effect on brand loyalty. Brands may increase individuals’
identity by constantly engaging
Consumers through social media.
CONCEPTUAL FRAMEWORK
Figure 1: The conceptual model of the study
