Causal factors of customer-based brand equity affecting The customer engagement for gas station service business

Abstract

This article aimed 1) to study the causal factors affecting customer-based brand equity and customer engagement in the gas station service business, 2) to study the influence of causal factors of customer-based brand equity affecting customer engagement in the gas station service business, and 3) to develop a model the causal factors of customer-based brand equity affecting customer engagement in the gas station service business. A researcher collected data from interviews with gas station businesses and online surveys from customers who use gas station services from May 2017 to July 2017. They collected data from a sample group of 500 participants. The results of the analysis concluded that marketing mix 7Ps affected customer-based brand equity, marketing mix 7Ps affected customer engagement through customer-based brand equity, marketing orientation affect customer-based brand equity, marketing orientation affected customer engagement through customer-based brand equity, brand experience affected on customer-based brand equity, brand experience affected customer engagement through customer-based brand equity, and customer-based brand equity affected customer engagement. Gas station businesses can develop marketing strategies focusing on branding, market targeting, product relevance, and customer engagement to identify the value of their brands from the customer's perspective. These strategies can be utilized to enhance customer engagement, competitiveness, and market position within the industry.