Saudi Customers’ Purchase Intention During Sales Promotion: Mediating Role Of Perceived Value And Customer Satisfaction

Abstract

Present study aims to investigate the purchase intention of the customers in sales promotion through perceived value, customer satisfaction and customer engagement. Theories of value co creation and customer engagement were integrated to develop the framework for present. Further, mediating role of perceived value and customer satisfaction was tested between customer engagement and intention to purchase. Data was collected from 276 customers in four different areas in Riyadh. Collected data was analyzed using SmartPLS 3.0. Measurement model and structural model was assessed through structural equational modeling approach. Findings revealed that all the proposed hypothesis were accepted. Perceived value and customer satisfaction mediated the relationship between customer engagement and purchase intention. Also, the sequenced mediation relationship was also accepted. Customer participation in sales marketing expands the opportunities of store managers and customer engagement managers to gain attention and awareness. Earlier research surveys that incorporate consumers and businesses into value co-creation also need clarification regarding their position in the product marketing phase. This investigation aims to address this gap by gaining a greater insight into customer engagement in the product marketing phase and its effect on the purchase intention.