A SECOND-ORDER STRUCTURAL EQUATION MODELLING OF SOCIAL MEDIA CUSTOMER ENGAGEMENT AND CUSTOMER SATISFACTION IN THE SERVICE INDUSTRY

Abstract

This study was based on a second-order structural equation modelling of social media customer engagement and customer satisfaction in the Nigeria service industry. Social media has continued to gain traction in marketing and business hence business firms continue to use them in in stimulating customer engagement. This study was informed by the need to explore social media customer engagement and customer satisfaction in the service industry in Nigeria with emphasis on Anambra State.

The study adopted a cross-sectional survey research design and was based on a captive sample of 215 respondents. The components of second social media engagement used are customer vigour; dedication; and absorption, and social media interaction. All these components served as the first-order while social media engagement serve as second-order. Data were collected through structured questionnaire and the gathered information were analysed with structural equations modelling with the aid of AMOS 23 software. Customer vigour was constrained for identification and all the components significantly load into the second-order construct which show significant and positive relationship with customer satisfaction. Discussions were made and implications were discussed.