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.
|Number of pages||8|
|Publication status||Published - 2014|
|Event||The 4th Rostock Conference on Service Research : Dienstleistungstagung 2014 - Rostock, Germany|
Duration: 18 Sep 2014 → 19 Sep 2014
Conference number: 4
|Conference||The 4th Rostock Conference on Service Research|
|Period||18/09/2014 → 19/09/2014|
Bibliographical noteCBS Library does not have access to the material
Beckmann, S. C., & Haurum, H. (2014). Customer Touch Point Histories: A Tool to Assess Customer Engagement Behaviours In Service Relationships. Paper presented at The 4th Rostock Conference on Service Research , Rostock, Germany.