Relational bonds and customer engagement in the hospitality industry: testing the mediating role of customer psychological ownership

PurposeThis study examines the direct linkages between relational bonds (RB), customer engagement (CE), and customer psychological ownership (CPO), and explores the mediating role of CPO in the relationship between RB and CE in the hospitality industry.Design/methodology/approachA total of 629 valid responses were collected from three-star and above hotels in Jammu and Kashmir and Ladakh, Union Territories of India (UTs), using purposive sampling during the second half of 2024. Data were analysed using partial least squares structural equation modelling.FindingsThe findings revealed that RB have a significant positive impact on CE and CPO. CPO also has a significant effect on CE. Moreover, CPO partially mediates the relationship between RB and CE.Research limitations/implicationsThis research is limited to selected areas of the UTs in India (Ladakh and Jammu and Kashmir), and further research is needed to determine the relative impact of RB on CE and CPO.Practical implicationsThe present study highlights the importance of RB and CPO in keeping customers engaged and reaping the benefits thereof. In addition, decision-makers will be able to devise comprehensive strategies to instil CPO and remain ahead of the competition.Originality/valueThis study includes the “customisation bond” in the existing framework to offer a more comprehensive understanding of the impact of RB on CE and CPO. Furthermore, it adds a novel contribution by exploring the mediating role of CPO in the relationship between RB and CE.