A multi-valenced perspective on customer engagement; and its impact on consumer well-being within the social service sector

Kay Naumann, Dr Jana Bowden

Research output: Contribution to journalConference paper

Abstract

This study explores how three valences of engagement, namely positive engagement, disengagement and negative engagement operate within the social service sector; and their impact on well-being. A qualitative methodology was employed to uncover how these valences manifested within a focal social service relationship; and to explore the impact of these valences on well-being, an outcome which has yet to feature within in CE research. The study revealed that positive CE is highly reciprocal, social and communal in nature, and strongly enhanced well-being. Customer disengagement was found to be a passive and detached state which precipitated a more active and negative state of NE depending on the prior customer relationship. Negative engagement entailed feelings of anger and contempt; and complaint behaviour; and had a significant and detrimental impact on well-being. Lastly, this model was applied within a social service context, namely local government, a context in which an understanding of customer sentiment and engagement is critical for effective service performance.
Original languageEnglish
Number of pages8
JournalANZMAC 2015 : Innovation and growth strategies in marketing : conference proceedings
Publication statusPublished - 2015
EventAustralian and New Zealand Marketing Academy Conference (2015) - Sydney
Duration: 30 Nov 20152 Dec 2015

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