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.
|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
|Conference||The 44th EMAC Annual Conference 2015|
|Location||KU Leuven & Vlerick Business School|
|Period||26/05/2015 → 29/05/2015|