Document Type : Original Article
M.A, Department of Business Administration, Marketing Department, Sari Branch, Islamic Azad University, Sari, Iran
Associate Professor, Department of Educational Management, Sari Branch, Islamic Azad University, Sari, Iran.
This research examines the effect of brand experience on customer engagement, given the mediating role of service quality in Pasargad Insurance Company. This study is an applied research in terms of purpose conducted through a descriptive-survey. The statistical population in this study included all customers of Pasargad insurance in Mazandaran province, the number of which was unknown. The sample size was set at 384 using Cochran formula for infinite population, the individual members of which were selected using non-probability convenience sampling. The preliminary data was collected through a field study, using a questionnaire with queries in 5-point Likert scale. A library research was conducted to extract the secondary data. The questionnaire validity was determined in terms of content and face validity, and its reliability was assessed using Cronbach's alpha, where the total reliability was 0.89. The research hypotheses were tested using structural equation modeling (SEM) technique in SMARTPLS software. The results showed that brand experience had a significant effect on customer engagement where service quality played a mediating role. Further, the results indicated that brand experience had a significant effect on customer engagement and service quality and service quality, in turn, had a significant effect on customer engagement.