Construction and Validation of a Tool for Measuring the Antecedents of Customer Engagement Based on Dual Value Perspective

This research adopts a mixed-methods approach to develop and validate a tool for measuring the antecedents of customer engagement, focusing on a dual-value perspective. To achieve this, the researchers initially conducted a Meta-Synthesis analysis of studies conducted on this topic from 2000 to 2020, extracting the antecedents of customer engagement. Based on these findings, a questionnaire was formulated, and its validity and reliability were confirmed. The questionnaire was subsequently administered to customers of 5-star hotels in Mashhad and Tabriz. To validate the indicators, the researchers employed the structural equation method (SEM) and utilized PLS software. The research findings revealed the identification of two key components, namely customer resources and company resources, along with 26 specific indicators, comprising the foundational elements of the tool for measuring the antecedents of customer engagement in the hotel industry.