The Influence of Customer Engagement through the Sanuk Facebook Fan Page on Fans' Brand Loyalty

Abstract

This research studies the influence of customer engagement through the Sanuk Faceboook Fan Page on the brand loyalty of Sanuk fan page members/fans. The Four Components of Engagement by Flaven (2007) and the Dynamic Model of Customer Loyalty adapted by Boora and Singh (201 1) were used to fulfill the objectives slated in the study. The research design adopted for this study was the non-experimental quantitative design. A self-administered survey questionnaire was used as the main tool with 153 respondents from the members of the Sanuk Facebook Fan Page. Multiple Regression Analysis was used to measure the relationships between the independent and the dependent variables. Only loyalty attitudes and loyalty behaviors were found to have a significant relationship with each other when applied with customer engagement. Individually however, all dimensions of brand loyalty, satisfaction, commitment, loyalty attitudes and loyalty behaviors have significant relationships with customer engagement.