Customer Satisfaction, Customer Engagement, and Customer Retention Intent among Customers of Local Non-Alcoholic Beverage Chains in Valenzuela City: Evidence for a Customer Engagement-Satisfaction-Retention Framework
DOI:
https://doi.org/10.5281/zenodo.23238647Keywords:
customer engagement, customer retention intent, customer satisfaction, local beverage industry, structural equation modelingAbstract
Customer retention has become increasingly important for organizations operating in highly competitive service industries. In the local non-alcoholic beverage sector, businesses continuously seek strategies that can strengthen customer relationships and encourage long-term patronage. Despite the recognized importance of customer satisfaction and customer engagement, limited studies have examined how these variables collectively influence customer retention within local beverage enterprises. Guided by Expectancy Disconfirmation Theory, the Consumers' Online Brand-Related Activities Framework, and Service-Profit Chain Theory, this study examined customer satisfaction, customer engagement, and customer retention intent among customers of selected local non-alcoholic beverage chains in Valenzuela City. The study further investigated demographic differences, examined the relationships among the variables, evaluated the mediating role of customer engagement, and developed a Customer Engagement-Satisfaction-Retention Framework. Findings revealed that respondents generally demonstrated favorable levels of customer engagement, customer satisfaction, and customer retention intent. Product quality emerged as the most influential component of customer satisfaction, while cognitive engagement was the strongest dimension of customer engagement. The results further showed that customer satisfaction significantly influences customer engagement and customer retention intent. Customer engagement likewise significantly affects customer retention intent and serves as an important mechanism through which satisfaction translates into stronger retention-related behaviors. The proposed Customer Engagement-Satisfaction-Retention Framework highlights the importance of integrating service excellence, customer engagement initiatives, and customer satisfaction strategies to achieve sustainable customer loyalty and long-term business success. The findings contribute to customer relationship management literature and provide practical insights for local beverage enterprises seeking to improve competitiveness and customer retention.
Downloads
References
Byrne, B. M. (2022). Structural equation modeling with AMOS: Basic concepts, applications, and programming (4th ed.). Routledge.
Chaudhari, M., Gharge, S., Naik, R., Ammangi, N., Chhabra, G., & Pashankar, A. (2025). Customer retention: A self-learning approach. International Journal of Accounting and Economics Studies, 12(6), 696–702.
Ejibenam, A., Ademola, H., Halliday, N., Onibokun, T., & Oladeji, K. D. (2021). The relevance of
customer retention to organizational growth. Journal of Frontiers in Multidisciplinary Research, 2(1), 113–120.
Hair, J. F., Babin, B. J., Anderson, R. E., & Black, W. C. (2022). Multivariate data analysis (8th ed.). Cengage Learning.
Heskett, J. L., Sasser, W. E., Jr., & Schlesinger, L. A. (1997). The service profit chain: How leading companies link profit and growth to loyalty, satisfaction, and value. Free Press.
Kline, R. B. (2023). Principles and practice of structural equation modeling (5th ed.). Guilford Press.
Kulikovskaja, V., Hubert, M., Grunert, K. G., & Zhao, H. (2023). Driving marketing outcomes through social media-based customer engagement. Journal of Retailing and Consumer Services, 74, Article 103445. https://doi.org/10.1016/j.jretconser.2023.103445
Mathew, J. (2021). Drivers of customer retention: An introspection into Indian retail customers. Vision: The Journal of Business Perspective, 28(5), 567–579. https://doi.org/10.1177/09722629211043592
Oliver, R. L. (1977). Effect of expectation and disconfirmation on postexposure product evaluations: An
alternative interpretation. Journal of Applied Psychology, 62(4), 480–486. https://doi.org/10.1037/0021-9010.62.4.480
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460–469. https://doi.org/10.1177/002224378001700405
Pranadetha, A., Hanoum, S., & Noer, L. R. (2025). Analysis of the influence of customer-perceived values, customer engagement, and customer satisfaction on customer loyalty. Jurnal Ilmiah Manajemen Kesatuan, 13(1), 531–540. https://doi.org/10.37641/jimkes.v13i1.3102
Septian, M. R., & Harsoyo, T. D. (2023). The effect of experiential marketing, customer perceived value, and brand image on customer satisfaction. Jurnal Ilmiah Manajemen Kesatuan, 11(3), 1613–1620. https://doi.org/10.37641/jimkes.v11i3.2378
Shao, G. (2009). Understanding the appeal of user-generated media: A uses and gratification perspective. Internet Research, 19(1), 7–25. https://doi.org/10.1108/10662240910927795
Sim, M., Conduit, J., Plewa, C., & Hentzen, J. K. (2022). Customer engagement with service providers: An empirical investigation of customer engagement dispositions. European Journal of Marketing, 56(7), 1926–1955. https://doi.org/10.1108/EJM-12-2020-0879
Widianti, E., & Astuti, M. (2023). Customer satisfaction: Mediating customer loyalty in foodservice industry dynamics. Academia Open, 8(1). https://doi.org/10.21070/acopen.8.2023.3519
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
How to Cite
