Explore Significant Factors To affect Customer Involvement

Abstract

Although literature review supported the concept that customer loyalty, brand equity and perceived risk are significant factors to affect customer involvement, very limited studies have extensively examined the relationship among those variables. This research applied quantitative study to comprehensively explore the relationship between customer loyalty, brand equity, perceived risk and customer involvement for consumers. The population for this research was identified as consumers having the shopping experience for digital camera. The findings supported the hypothesis that customer loyalty, brand equity and perceived risk have significant and positive relationship to customer involvement. The findings identified the predictors of customer loyalty, brand equity and perceived risk on the customer involvement and generated the recommendations for corporate operations and future scholar studies.