Customer Engagement and Loyalty Issues in Omnichannel Fast-Food Industry

Building on Social Exchange Theory and Congruity Theory, this study aims to examine the relationships between channel integration quality (i.e., channel-service configuration integrated interaction) congruity self-brand image value congruity) towards customer engagement; as well impacts of engagement behavioural loyalty repurchase intention positive WoM). Adopting convenience snow-ball sampling methods, a total 151 valid questionnaires were collected analysed using SPSS 25 SmartPLS 3.0 software. aspects play significant roles in influencing engagement, while qualities do not. This result could be attributed unique characteristics fast-food products Malaysian consumers. Importantly, influences both transactional intention) emotional spread word mouth) positively. The findings provide useful insights academicians practitioners plan for different omnichannel strategy effort increase desired post purchase behaviours.