sajm






Linkages Among the Dimensions of Relationship Quality and Customer Engagement: A Study in the Contexts of Utilitarian and Hedonic Services

Purva Kansal* and Shipra**

DOI: https://doi.org/10.62206/sajm.32.2.2025.146-172

Abstract

Relationship Quality (RQ) is often seen as an important predictor of Customer Engagement (CE), which helps the company achieve profitability and longevity. However, despite validating the relationship between RQ and CE, prior research has often over looked the multidimensional nature of RQ and CE. Consequently, there remains a gap in the knowledge of how RQ dimensions link to CE dimensions, thus hindering the development of efficient CE strategies. Moreover, as the relative importance of CE dimensions may vary across different service contexts, marketers need to understand the contextual variations in the relationships among RQ and CE dimensions. To fill this research-gap, this paper examines the dimension-wise relationship between RQ and CE across utilitarian and hedonic services contexts. Data were collected from 245 respondents and analyzed using structural equation modeling with Smart_PLS. The analysis revealed that the dimensions of RQ had varying impacts on the dimensions of CE, with only commitment having a significant impact on all CE dimensions. Interestingly, it was found that the link between the dimensions of RQ and the dimensions of CE was not moderated by the service context. These results imply that marketers should develop tailored strategies to target different dimensions of CE, which can be applied consistently across utilitarian and hedonic service contexts.

Key Words

Customer engagement, Hedonic services, Relationship Quality, Service Context, Utilitarian Services

Author Biography

Purva Kansal*
Professor, University Business School, Panjab University, Chandigarh-160014, India. E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

Shipra**
Research Scholar, University Business School, Panjab University, Chandigarh-160014, India; and is the corresponding author. E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

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