Page 29 - IMDR JOURNAL 2023-24

IMDR’s Journal of Management Development & Research 2023-24

Interactivity
(Falkner, 2011) Stated that the interaction is must spice for engaging customers since traditional marketing.

The recommendation technologies is not new norm in marketing, but it becomes complex in digital marketing
landscape. Interaction spread the positive feeling in the heart of customers which lead to customer satisfaction

and loyalty. (Mende, 2013) Attachment with the customers always positively significant for the customer firm
relationships. According to (Dario Bonaretti, 2020), IT- enabled technology such as chat bots, social media

bots helps companies to make interaction with the visitors and make them engaged customers. Interaction

leads to customer experiences and then lead to customer satisfaction and loyalty.
Cognition

Researchers recognises the importance of cognition factor in customer buying behaviour research. According

to (Dabholkar, 1996) Cognitive styles are important for understanding the key aspects of how consumers
receive information. (Françoise Simon, 2007) Cognitive, demographic, and environmental factors all influence

customer service preferences in the digital arena. There are many researches contribute to cognition factor
affecting customer satisfaction. (Tifferet, 2012), (HERZOG, 1984), (A.L.BLUMENTHAL, 1977) etc.

Participation
(Jiang, 2019) Clearly stated that participating customers are more satisfied customers as they become familiar

to the brand, their products or services. Increasing client participation in the value-creating phase allows them

to devote their efforts to co-creating the services (Bagherzadeh, 2020). Customer involvement, adopted by
most firms, has been regarded as an effective customer engagement technique. (Ajitha, 2019). Participation

by clients is a behavioral paradigm with a utilitarian emphasis that includes customers' expenses in time,
commitment, and decision-making to improve the service delivery mechanism and outcomes. (Hung-Chang

Chiu, 2005)

Purchase intent
(Arya, 2019) Emphasis on remarketing for brand experiences. Customers who want to buy frequently from

the brand it means that they are satisfied and loyal customers. According to (Cretu, 2007), company reputation
plays an important role in making intention of buying from the company, whereas, (Gensler, 2013) stated that

the social media influencers play significant role in making intention within customers.

Customer engagement and loyalty
The main instrument for success in digital arena, the higher conversion rates and higher customer engagement

rate. Business practitioners and academics are increasingly focusing on "customer engagement" (CE) in co-
creating customer experience and value. (Brodie, 2011). (L, 2009), engaged customers are loyal customers.

Various research studies have successfully given statement on that there is a significant relationship between
customer engagement and customer loyalty. (Van Doorn, 2010) (Bansal, 2004); (Biyalogorsky, 2001) (Ball,

1992).