Too much of a good thing? Understanding customer engagement in wellness services through an inverted U-shaped lens

This study examined how customer engagement in wellness tourism services shapes emotional and behavioural outcomes, such as life satisfaction and revisit intentions. This study also proposed self-efficacy and social media sharing as moderator variables of these relationships. Data were collected from international customers (n = 450) via a self-administered survey. Curvilinear analysis was used to explain the relationships in the data more fully. Interestingly, the results suggest that more customer engagement is not always better. Too much involvement might actually reduce satisfaction, indicating an inverted U-shaped relationship between the variables. However, personal traits, such as self-efficacy, can help buffer this effect. At the same time, sharing these experiences with others can deepen emotional responses and encourage tourists to return to a destination. The study provides insights for experience designers and marketers seeking to build meaningful, emotionally resonant wellness journeys that keep people coming back.