Relationship quality in customer engagement and satisfaction relationship in Brand Communities

Learning Outcomes 1. Introduce the research setting. 2. Introduce the key constructs of the research: 3. Customer satisfaction 4. Engagement 5. Relationship quality 6. Discuss the role of gender in consumer behaviour. 7. Describe the research model. 8. Introduce hypotheses. 9. Describe the results. 10. Describe the implications.