DOI: 10.36347/sjebm.2018.v05i03.001

Pages: 136-146

Customer engagement (CE) has become an exciting new topic for many researchers. This paper investigates the possibilities of perceived value, brand image, corporate reputation and customer satisfaction in enhancing CE, which leads to improved customer loyalty. An understanding of the influence of CE is explored in the context of restaurant service in Vietnam. A survey was conducted in Vietnam, respondents have used food services at restaurants. Data analysis was conducted using SPSS 21 and AMOS 21, and using the Structural Equation modeling (SEM). The results demonstrated that almost proposed factors positively affect CE and the direct influences of perceived value and customer satisfaction on customer engagement were comparable. The findings also revealed that the influence of customer satisfaction on customer engagement was the highest, whereas corporate reputation did not moderate the relationship between perceived value and customer engagement. A research’s important result is archiving the effect of CE on customer loyalty. Limitation should be noted that the study was conducted with Vietnamese customers. By translating English items into Vietnamese, it is feasible that the meaning of some manifestations may have been unintentionally transformed. It is also achievable that there are the differences interpreting terms from one language in another language.