Examinando por Autor "Jamil, Saqib"

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    Brand Love: Role of Online Customer Experience, Value Co-creation, and Relationship Quality
    (Frontiers Media S.A., 2022) Mustafa, Khurram; Ahmad, Farooq; Qaisar, Muhammad Nawaz; Zada, Shagufta; Jamil, Saqib; Anwer, Naveed; Khawaja, Kausar Fiaz; Vega-Muñoz, Alejandro; Contreras-Barraza, Nicolás; Hamid, Syed Ali Raza; Mariam, Shahida
    Customer experience is a source of retailers’ long-term competitive advantage. This study has examined the relationship between online customer experience and brand love through the mechanism of relationship quality in the context of online shopping in Pakistan. The moderating effect of value co-creation on the relationship of online customer experience with relationship quality and brand love has also been examined. Data were collected from a purposive sampling of 189 online customers in an online survey. Results showed that online customer experience significantly impacts customer relationship quality, which leads to brand love. The relationship between online customer experience and relationship quality is found more robust at high levels of value co-creation. However, we observed a significant negative moderating effect of value co-creation on the direct relationship between online customer experience and brand love. It suggests that including customers in the value co-creation process and affording them a pleasurable online shopping experience may be an excellent way to enhance customer relationship quality and brand love. Theoretical and practical implications of these findings are discussed. Copyright © 2022 Mustafa, Ahmad, Qaisar, Zada, Jamil, Anwer, Khawaja, Vega-Muñoz, Contreras-Barraza, Hamid and Mariam.
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    Online Customer Experience Leads to Loyalty via Customer Engagement: Moderating Role of Value Co-creation
    (MDPI, 2022-07) Ahmad, Farooq; Mustafa, Khurram; Hamid, Syed Ali Raza; Khawaja, Kausar Fiaz; Zada, Shagufta; Jamil, Saqib; Qaisar, Muhammad Nawaz; Vega Muñoz, Alejandro; Contreras Barraza, Nicolás; Anwer, Naveed
    With the increasing growth of online shopping, businesses are intertwining to establish new shopping antecedents. Customer experience has steadily become the most important source of retailers’ long-term competitive advantage via difference. To preserve long-term and sustained consumer loyalty, retailers must continually improve the customer experiences. This study presents a framework for online retailing in a digital environment called the Online Customer Experience-Engagement Context model in the presence of value co-creation (VCC). Data was gathered from 189 people who purchased products online. For additional analysis, testing the hypothesis, and model construction, SPSS 26 and Smart-PLS were used. The data was then evaluated further using descriptive statistics, path analysis, measurement, and structural model. The findings show that the online customer experience (measured as shopping environment, shopping procedure, staff service experience, and product experience) substantially influenced customer engagement, which improved customer loyalty. The VCC strengthened the link between online customer experience and customer engagement. It suggests that including consumers in co-creating a delightful online customer experience from time to time may be a valuable strategy for online retailers to increase customer engagement and loyalty. To create an overarching outcome, information integration theory (IIT), multi-attribute utility theory (MAUT), and the attitude-behavior-context theory (ABC) theories are converged to explain the proposed model in the study. Copyright © 2022 Ahmad, Mustafa, Hamid, Khawaja, Zada, Jamil, Qaisar, Vega-Muñoz, Contreras-Barraza and Anwer.