True or False Customer Engagement Behaviour: What Can We Learn from Customers’ Touch Point Histories?

Helle Haurum; Suzanne C. Beckmann

True or False Customer Engagement Behaviour: What Can We Learn from Customers’ Touch Point Histories?

Helle Haurum, Suzanne C. Beckmann

Department of Marketing

Research output: Chapter in Book/Report/Conference proceeding › Conference abstract in proceedings › Research › peer-review

Abstract

Customers’ engagement behaviours are considered an important source of value to the company. So far, the discussion has mainly been conceptual and focused on the company’s perspective. By adopting the customer’s perspective we investigated how customers perceive their
service relationship encounters with a company, using in-depth interviews. We found the following key factors driving and explaining customers’ engagement behaviours: (1) transactions matter and inconsistent engagement behaviours are a reality, (2) mundane products and services are still highly relevant for customers, and (3) different degrees of customer experience alignment with services and products exist. Moreover, the distinction between true and false engagement behaviours we suggest indeed is relevant and we could establish their mediating capabilities.

Original language	English
Title of host publication	Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference : Paradigm Shifts & Interactions
Editors	Enrique Bigné
Place of Publication	Brussels
Publisher	European Marketing Academy. EMAC
Publication date	2014
Pages	137
ISBN (Print)	9788437094533
Publication status	Published - 2014
Event	The 43rd EMAC Annual Conference 2014: Paradigm Shifts & Interactions - The University of Valencia, Valencia, Spain Duration: 3 Jun 2014 → 6 Jun 2014 Conference number: 43 http://www.emac2014.eu/

Conference

Conference	The 43rd EMAC Annual Conference 2014
Number	43
Location	The University of Valencia
Country/Territory	Spain
City	Valencia
Period	03/06/2014 → 06/06/2014
Internet address	http://www.emac2014.eu/

Series	Proceedings of the European Marketing Academy
ISSN	2709-1589

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Haurum, H., & Beckmann, S. C. (2014). True or False Customer Engagement Behaviour: What Can We Learn from Customers’ Touch Point Histories? In E. Bigné (Ed.), Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions (pp. 137). European Marketing Academy. EMAC. http://adeit.estaticos.econgres.es/2014EMAC/guia2014.pdf

Haurum, Helle ; Beckmann, Suzanne C. / True or False Customer Engagement Behaviour : What Can We Learn from Customers’ Touch Point Histories?. Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions. editor / Enrique Bigné. Brussels : European Marketing Academy. EMAC, 2014. pp. 137 (Proceedings of the European Marketing Academy).

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abstract = "Customers{\textquoteright} engagement behaviours are considered an important source of value to the company. So far, the discussion has mainly been conceptual and focused on the company{\textquoteright}s perspective. By adopting the customer{\textquoteright}s perspective we investigated how customers perceive theirservice relationship encounters with a company, using in-depth interviews. We found the following key factors driving and explaining customers{\textquoteright} engagement behaviours: (1) transactions matter and inconsistent engagement behaviours are a reality, (2) mundane products and services are still highly relevant for customers, and (3) different degrees of customer experience alignment with services and products exist. Moreover, the distinction between true and false engagement behaviours we suggest indeed is relevant and we could establish their mediating capabilities.",

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Haurum, H & Beckmann, SC 2014, True or False Customer Engagement Behaviour: What Can We Learn from Customers’ Touch Point Histories? in E Bigné (ed.), Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions. European Marketing Academy. EMAC, Brussels, Proceedings of the European Marketing Academy, pp. 137, The 43rd EMAC Annual Conference 2014, Valencia, Spain, 03/06/2014. <http://adeit.estaticos.econgres.es/2014EMAC/guia2014.pdf>

True or False Customer Engagement Behaviour: What Can We Learn from Customers’ Touch Point Histories? / Haurum, Helle; Beckmann, Suzanne C.
Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions. ed. / Enrique Bigné. Brussels: European Marketing Academy. EMAC, 2014. p. 137 (Proceedings of the European Marketing Academy).

Research output: Chapter in Book/Report/Conference proceeding › Conference abstract in proceedings › Research › peer-review

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Haurum H, Beckmann SC. True or False Customer Engagement Behaviour: What Can We Learn from Customers’ Touch Point Histories? In Bigné E, editor, Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions. Brussels: European Marketing Academy. EMAC. 2014. p. 137. (Proceedings of the European Marketing Academy).