Service Quality and Price Perception as catalysts for Customer Engagement and Experience in automotive aftersales

This study examines the crucial factors impacting Customer Engagement (CE) in the Saudi Arabian automotive aftersales sector. A cross-sectional research design was used to collect data from 395 customers through stratified sampling techniques. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to analyze the complex relationships among these variables. The findings show that Service Quality (SQ) and Price Perception (PP) significantly improve Customer Experience (CX) and Customer Engagement (CE), with CX mediating these relationships. The model showed a strong fit, demonstrating significant predictive power with R² values of 72.1% for CE and 64.4% for CX. The results emphasize the valuable role of CX in enhancing CE. This research notably contributes to the academic literature by providing empirical evidence on the interconnected effects of SQ and PP on customer interactions. It also offers strategic insights for practitioners aiming to improve service quality and pricing strategies, promoting better experiences and fostering positive engagement.