TY - JOUR
T1 - A Multi-valenced perspective on consumer engagement within a social service
AU - Naumann, Kay
AU - Bowden, Jana
AU - Gabbott, Mark
PY - 2017
Y1 - 2017
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=85013230417&partnerID=8YFLogxK
U2 - 10.1080/10696679.2016.1270772
DO - 10.1080/10696679.2016.1270772
M3 - Article
AN - SCOPUS:85013230417
VL - 25
SP - 171
EP - 188
JO - Journal of Marketing Theory and Practice
JF - Journal of Marketing Theory and Practice
SN - 1069-6679
IS - 2
ER -