Page 34 - IMDR JOURNAL 2023-24

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

Table 6: Relationship between digital marketing parameters and customer engagement

Correlations
CUSTOMER
ENGAGEMENT
Pearson Correlation 0.699
WEBSITE FEATURE Sig. (2-tailed) 0.0000
N 370

Pearson Correlation 0.658
INF. QUALITY Sig. (2-tailed) 0.0000

N 370
Pearson Correlation 0.538
INTERACTIVITY Sig. (2-tailed) 0.0000
N 370
Pearson Correlation 0.642
COGNITION Sig. (2-tailed) 0.0000
N 370
Pearson Correlation 0.512
PARTICIPATION Sig. (2-tailed) 0.0000
N 370
Pearson Correlation 0.231
PURC. INTENT Sig. (2-tailed) 0.0000
N 370
Source: The Author

Note: Correlation is significant at the 0.01 level (2-tailed)

Relationship between customer engagement and customer loyalty

Pearson correlation test was also conducted to get the results of last hypothesis that “The degree of customer
engagement and loyalty are significantly correlated”. Table 7 shows that customer engagement and customer

loyalty have strongly correlate with each other () at .000 level of significant.

Table 7: Relationship between customer engagement and customer loyalty

CUSTOMER LOYALTY
Pearson Correlation 0.698

CUSTOMER ENGAGEMENT Sig. (2-tailed) 0.0000

N 370
Source: The Author