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.
Original language | English |
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Publication date | 2015 |
Number of pages | 7 |
Publication status | Published - 2015 |
Event | The 44th EMAC Annual Conference 2015: Collaboration in Research - KU Leuven & Vlerick Business School, Leuven, Belgium Duration: 26 May 2015 → 29 May 2015 http://kuleuvencongres.be/EMAC2015 |
Conference
Conference | The 44th EMAC Annual Conference 2015 |
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Location | KU Leuven & Vlerick Business School |
Country/Territory | Belgium |
City | Leuven |
Period | 26/05/2015 → 29/05/2015 |
Internet address |