Identification and Evaluation of the Customer Engagement Model with Domestic Home Appliance Brands

Abstract

The purpose of this study was to identify and evaluate the customer engagement model with domestic home appliance brands. The research was conducted using an exploratory and survey-based design. In the qualitative phase, the Delphi method was employed, and in the quantitative phase, the Interpretive Structural Modeling (ISM) method and Structural Equation Modeling (SEM) were used. In the qualitative section and the ISM method, the population consisted of managers and experts in the home appliance industry in 2024, from which 16 individuals were selected through judgmental and convenience sampling. Using library research techniques, the components influencing the model were identified. First, the identified components were screened and evaluated using the Delphi technique. Subsequently, modeling was performed using both the Delphi method and the interpretive structural approach. The software tools used were EXCEL and MICMAC. The quantitative population consisted of customers of domestic home appliance brands, considered to be an unlimited population. Using Cochran’s formula, a sample of 384 participants was selected. A total of 1,000 questionnaires were distributed, of which 384 acceptable questionnaires were selected for analysis. Based on a researcher-made questionnaire derived from qualitative analysis, data analysis was carried out through coding and path analysis. Data were analyzed using coding and path analysis. Subsequently, to validate the proposed model, Structural Equation Modeling was applied in SMARTPLS software. Based on the Delphi technique, the six categories include: customer interaction status, customer positioning, interaction purposefulness, interaction orientation, interaction strategy, and interaction review. As a result, in the customer engagement model with domestic home appliance brands, the statement “interaction purposefulness and customer positioning are the most influential components” implies that these two components play a key and vital role in establishing and strengthening the relationship between the brand and its customers. Purposeful interaction refers to designing and guiding interactions in a way that accurately and effectively meets customer needs and expectations. This component helps the brand utilize every engagement opportunity purposefully, ensuring not only that customers’ immediate needs are satisfied but also that a long-term and sustainable relationship is formed. Purposeful interactions make customers feel that the brand understands and values them, which enhances their engagement and loyalty to the brand.