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PurposeThis study aims to investigate mechanisms and boundary conditions of the impact of customer engagement strategies (CESs) on customer loyalty (CL) based on goal-framing and well-being theory.Design/methodology/approachThrough a three-stage, time-lagged research design, 246 valid samples were obtained. This study tested and validated the proposed framework using hierarchical regression analysis and a moderated mediation procedure.FindingsFirst, CESs have a significant positive impact on CL. Second, consumer well-being (CWB) partially mediates the CESs–CL relationship. Third, information processing style (IPS) moderates the impact of CESs on CWB, with a more pronounced effect observed under the affective processing style. Finally, IPS further moderates the indirect effect of CESs on CL, indicating that CESs enhance CL through increased CWB, particularly under the affective processing style.Originality/valueRevealing the pivotal role of CESs in enhancing CL at the corporate level helps bridge the gap between companies and customers, thereby facilitating the establishment of long-term cooperative relationships. Additionally, introducing the concept of CWB into the study of CL offers a novel perspective for understanding customer behavior.