From Interaction to Loyalty: The Role of Digital Engagement in Automobile Consumers

Abstract

This study investigates the impact of digital brand interaction on brand loyalty in Thailand’s automotive consumers, focusing on the mediating role of customer relationship quality. It hypothesizes that different types of digital brand interaction—information-based, interaction-based, and service-based—have varying effects on brand loyalty and customer relationship quality. The participants were 605 car owners from Bangkok, who responded to a structured questionnaire. Employing structural equation modeling, this research analyzed how these types of digital brand interaction influence brand loyalty through customer relationship quality. The digital brand interaction was categorized into three types: information-based interaction involving passive content delivery, interaction-based interaction that facilitate two-way communication, and service-based interaction providing customer support and services. The outcome measures focused on the perceived customer relationship quality and brand loyalty as influenced by these types of interaction. The findings revealed that information-based interaction had a negligible effect on both customer relationship quality and brand loyalty, indicating that mere provision of information is insufficient to foster loyalty. Conversely, interaction-based interaction significantly enhanced customer relationship quality and, subsequently, brand loyalty. Service-based interaction also positively impacted these variables but to a lesser extent than interactive methods, underscoring the importance of emotional connections facilitated by digital brand interaction. Conclusively, the study suggests that the effectiveness of digital brand interaction in enhancing brand loyalty significantly relies on their capacity to improve customer relationship quality. These insights are crucial for marketers in the automotive industry aiming at leveraging digital platforms for more effective customer engagement and retention strategies in a competitive market.