Customer Touch Point Histories: A Tool to Assess Customer Engagement Behaviours In Service Relationships

Suzanne C. Beckmann, Helle Haurum

Publikation: KonferencebidragPaperForskningpeer review

Abstract

Customers’ engagement behaviours are considered an important source of value to the firm. So far, the discussion has mainly been conceptual and focused on the company’s perspective. By adopting the customer’s perspective we investigated what drive and explain customers’ engagement behaviours as reactions to their service encounters over time with a firm, using in-depth interviews. We found the following key factors driving and explaining customers’ engagement behaviours: (1) mundane product and service environment indeed drives customers’ engagement behaviours and mediating capabilities are identified, (2) customers produce (positive) value for the firm through engagement behaviours when perceived alignment between firm-initiated experience and product/service is present, and (3) transactions matter and drive (other) engagement behaviours.
OriginalsprogEngelsk
Publikationsdato2014
Antal sider8
StatusUdgivet - 2014
BegivenhedThe 4th Rostock Conference on Service Research : Dienstleistungstagung 2014 - Rostock, Tyskland
Varighed: 18 sep. 201419 sep. 2014
Konferencens nummer: 4
http://www.dl-tagung.de/

Konference

KonferenceThe 4th Rostock Conference on Service Research
Nummer4
Land/OmrådeTyskland
ByRostock
Periode18/09/201419/09/2014
Internetadresse

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