Disentangling the Link Between Service Quality and Customer Brand Engagement

Abstract

The purpose of this chapter is to analyse how the dimensions of service quality affect cognitive, affective and behavioural customer brand engagement. The chapter showcases the success story of a leading car dealership in Jordan demonstrating practical applications and outcomes. A questionnaire was answered by a sample of 602 customers who purchased a vehicle from a car dealership in Jordan during 2020-2022. In addition, a concept mapping analysis was conducted with the staff of the car dealership. This chapter provides insights into: (i) how to improve service quality through marketing intelligence; (ii) how the perceptions that customers hold about service quality can drive customer brand engagement dimensions.