The impact of service experience on sustainable customer engagement: The mediation of green perceived value and customer satisfaction

Abstract

With increasing public environmental awareness, accelerating green transformation has become inevitable for enterprises to achieve long‐term development. Sustainable customer engagement (sustainable CE) is a core concept of consumer participation in sustainable consumption. Based on partial least squares‐structural equation modeling, this study establishes a prediction model for sustainable CE and explores the impacts of service experience, green perceived value, and customer satisfaction on sustainable customer engagement. This study collected 682 valid data points from customers of green hotels and analyzed the relationships between sustainable CE and its antecedent variables. The results showed that peace of mind and product experience can directly promote sustainable customer engagement. Service experience can enhance sustainable CE through the serial mediation of green perceived value and customer satisfaction. The conclusions enrich the existing knowledge in the field of sustainable consumption and engagement marketing and provide effective suggestions for green hotel managers.