Enhancing customer engagement in membership organisations

This thesis has made significant contributions to the knowledge of engagement marketing and membership theory. This thesis reinforces the importance of engagement marketing and Customer Engagement (CE) in driving customer loyalty in leisure-based membership organisations, and contributes to to the existing body of knowledge in three ways. First, this thesis proposes a sound measurement scale for CE in the unexplored context of leisure-based memberships. Second, this thesis presents results that illustrate the potential of CE to drive behavioural loyalty. Third, this thesis addresses the relative impact of firm-initiated engagement marketing initiatives on CE and behavioural loyalty in leisure-based membership organisations.