Effects of Customer Experience on Affection Engagement in Online Services: A Qualitative Study on the Steam Client in the Italian Market

Filippo Cipriano

Student thesis: Master thesis


In light of the great development in the videogame industry brought by the web 2.0, online services have increased their relevance into the management of the customer brand relationship; through their clients companies are able to create a multitude of experiences to engage with their customers.
If Valve doesn’t want for its brand Steam to lose its status as most widely used platform for gaming, it has to deepen the concepts of experience and affection engagement.
Through the client customers’ experiences it is possible to affect customer brand engagement; this study evaluates in which ways the five experiential dimensions influence the affection engagement.
The conceptual framework to investigate this relationship has been based on existing theories about customer experience and customer engagement. With this as a structure, through the qualitative method of semi-structured interviews, the study explores the relationship between experiences and engagement in three Italian Steam customers.
The study shows that not all the experiential dimensions have the same effect for the creation of the affection engagement state. It was found that especially sensorial and relational experiences have a major role in the influence of the affection engagement.
The low score of sensorial and relational experience connects to the lack of affection engagement, at the same time behavioral experiences, being the most stimulated experiential dimension, show how consumers follows different paths for the formation of affection engagement and calls for further studies in the study of experience and engagement in connection with involvement and self- expressive brand.

EducationsMSc in Brand and Communications Management, (Graduate Programme) Final Thesis
Publication date2017
Number of pages136