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

Suzanne C. Beckmann, Helle Haurum

Research output: Contribution to conferencePaperResearchpeer-review


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.
Original languageEnglish
Publication date2014
Number of pages8
Publication statusPublished - 2014
EventThe 4th Rostock Conference on Service Research : Dienstleistungstagung 2014 - Rostock, Germany
Duration: 18 Sept 201419 Sept 2014
Conference number: 4


ConferenceThe 4th Rostock Conference on Service Research
Internet address

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