True or False Customer Engagement Behaviour: What Can We Learn from Customers’ Touch Point Histories?

Helle Haurum, Suzanne C. Beckmann

Publikation: Bidrag til bog/antologi/rapportKonferenceabstrakt i proceedingsForskningpeer review

Abstrakt

Customers’ engagement behaviours are considered an important source of value to the company. So far, the discussion has mainly been conceptual and focused on the company’s perspective. By adopting the customer’s perspective we investigated how customers perceive their
service relationship encounters with a company, using in-depth interviews. We found the following key factors driving and explaining customers’ engagement behaviours: (1) transactions matter and inconsistent engagement behaviours are a reality, (2) mundane products and services are still highly relevant for customers, and (3) different degrees of customer experience alignment with services and products exist. Moreover, the distinction between true and false engagement behaviours we suggest indeed is relevant and we could establish their mediating capabilities.
OriginalsprogEngelsk
TitelConference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference : Paradigm Shifts & Interactions
RedaktørerEnrique Bigné
UdgivelsesstedBrussels
ForlagEuropean Marketing Academy. EMAC
Publikationsdato2014
Sider137
ISBN (Trykt)9788437094533
StatusUdgivet - 2014
BegivenhedThe 43rd EMAC Annual Conference 2014: Paradigm Shifts & Interactions - The University of Valencia, Valencia, Spanien
Varighed: 3 jun. 20146 jun. 2014
Konferencens nummer: 43
http://www.emac2014.eu/

Konference

KonferenceThe 43rd EMAC Annual Conference 2014
Nummer43
LokationThe University of Valencia
LandSpanien
ByValencia
Periode03/06/201406/06/2014
Internetadresse
NavnProceedings of the European Marketing Academy
ISSN2709-1589

Emneord

  • Customer engagement behaviours
  • Customer dominant logic
  • Loyalty discrepancy

Citationsformater