A Multi-valenced perspective on consumer engagement within a social service

Kay Naumann*, Jana Bowden, Mark Gabbott

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

20 Citations (Scopus)


The literature on customer engagement has focused on its positive valence at the expense of its negative manifestations. This study seeks to address this gap by exploring how positive, disengaged, and negative valences of engagement operate within the social service sector. Focus groups are used to create a multidimensional model exploring how different customer engagement valences operate through affective, cognitive, and behavioral dimensions, and in relation to two objects (service community and service provider). This approach provides a new and expanded view of customer engagement, and the process by which multiple valences of engagement manifest within a focal service relationship.
Original languageEnglish
Pages (from-to)171-188
Number of pages18
JournalJournal of Marketing Theory and Practice
Issue number2
Publication statusPublished - 2017


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