Goal-Role Integration as Driver for Customer Engagement Behaviours across Touch-points

Helle Haurum, Suzanne C. Beckmann

Publikation: KonferencebidragPaperForskningpeer review

Abstract

Customers and firms interact at many different touch-points that enable customer engagement behaviour. By adopting a customer-centric approach we investigated through 20 in-depth interviews what drives service customers’ CEB manifestations in touch-points, which the firm either manages, monitors, or manoeuvres between. The key findings are that (a) CEBs are driven by different forms of goal-role integration across touch-points, (b) customers’ goal-directedness determines the touch-points where CEBs are manifested, (c) customers’ role-playing behaviours determine the nature of CEBs, and (d) customers’ role-playing behaviours can change across touch-points, contingent upon goal-directedness. Hence, this study provides rich insights into customer-firm encounters at touch-points, which subsequently define and shape the relation over time.
OriginalsprogEngelsk
Publikationsdato2015
Antal sider7
StatusUdgivet - 2015
BegivenhedThe 44th EMAC Annual Conference 2015: Collaboration in Research - KU Leuven & Vlerick Business School, Leuven, Belgien
Varighed: 26 maj 201529 maj 2015
http://kuleuvencongres.be/EMAC2015

Konference

KonferenceThe 44th EMAC Annual Conference 2015
LokationKU Leuven & Vlerick Business School
Land/OmrådeBelgien
ByLeuven
Periode26/05/201529/05/2015
Internetadresse

Emneord

  • Customer engagement behaviours
  • Touch-points
  • Goal-role integration

Citationsformater