Goal-Role Integration as Driver for Customer Engagement Behaviours across Touch-points

Helle Haurum, Suzanne C. Beckmann

Research output: Contribution to conferencePaperResearchpeer-review


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 languageEnglish
Publication date2015
Number of pages7
Publication statusPublished - 2015
EventThe 44th EMAC Annual Conference 2015: Collaboration in Research - KU Leuven & Vlerick Business School, Leuven, Belgium
Duration: 26 May 201529 May 2015


ConferenceThe 44th EMAC Annual Conference 2015
LocationKU Leuven & Vlerick Business School
Internet address

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