Conceptualising customer engagement, disengagement and wellbeing within local government services: a transformative service approach

Kay Naumann, Jana Bowden

Research output: Contribution to journalConference paperResearchpeer-review

Abstract

Whilst the social services have been largely over looked within services marketing literature, academics are increasingly recognising the need for ‘traditional’ marketing theories to extend beyond their commercial contexts. This paper offers an initial conceptualisation of how emerging concepts from service marketing, namely customer engagement (CE) and customer disengagement (CD), may be applied within a social service, being local governments. This conceptual paper will discuss the relevance of exploring CE and CD within Australian local governments, which have experienced recent legislative pressure to ensure high levels of engagement among their communities. It will also consider how the horizontal and vertical network types within this unique service environment may affect the operation of CE and CD. In light of increasing interest surrounding transformative service research (TSR), this paper will introduce the notion of consumer wellbeing; and suggest how CE and CD may influence measures of wellbeing among local government service customers.

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disengagement
customer
mobile social services
marketing
marketing theory

Keywords

  • Customer Engagement
  • Customer Disengagement
  • Local Government Sector
  • Horizontal and Vertical Network Types
  • Transformative Service Research

Cite this

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title = "Conceptualising customer engagement, disengagement and wellbeing within local government services: a transformative service approach",
abstract = "Whilst the social services have been largely over looked within services marketing literature, academics are increasingly recognising the need for ‘traditional’ marketing theories to extend beyond their commercial contexts. This paper offers an initial conceptualisation of how emerging concepts from service marketing, namely customer engagement (CE) and customer disengagement (CD), may be applied within a social service, being local governments. This conceptual paper will discuss the relevance of exploring CE and CD within Australian local governments, which have experienced recent legislative pressure to ensure high levels of engagement among their communities. It will also consider how the horizontal and vertical network types within this unique service environment may affect the operation of CE and CD. In light of increasing interest surrounding transformative service research (TSR), this paper will introduce the notion of consumer wellbeing; and suggest how CE and CD may influence measures of wellbeing among local government service customers.",
keywords = "Customer Engagement, Customer Disengagement, Local Government Sector, Horizontal and Vertical Network Types, Transformative Service Research",
author = "Kay Naumann and Jana Bowden",
year = "2014",
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journal = "ANZMAC 2014 : Annual Conference proceedings : Agents of change",
issn = "1447-3275",
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N2 - Whilst the social services have been largely over looked within services marketing literature, academics are increasingly recognising the need for ‘traditional’ marketing theories to extend beyond their commercial contexts. This paper offers an initial conceptualisation of how emerging concepts from service marketing, namely customer engagement (CE) and customer disengagement (CD), may be applied within a social service, being local governments. This conceptual paper will discuss the relevance of exploring CE and CD within Australian local governments, which have experienced recent legislative pressure to ensure high levels of engagement among their communities. It will also consider how the horizontal and vertical network types within this unique service environment may affect the operation of CE and CD. In light of increasing interest surrounding transformative service research (TSR), this paper will introduce the notion of consumer wellbeing; and suggest how CE and CD may influence measures of wellbeing among local government service customers.

AB - Whilst the social services have been largely over looked within services marketing literature, academics are increasingly recognising the need for ‘traditional’ marketing theories to extend beyond their commercial contexts. This paper offers an initial conceptualisation of how emerging concepts from service marketing, namely customer engagement (CE) and customer disengagement (CD), may be applied within a social service, being local governments. This conceptual paper will discuss the relevance of exploring CE and CD within Australian local governments, which have experienced recent legislative pressure to ensure high levels of engagement among their communities. It will also consider how the horizontal and vertical network types within this unique service environment may affect the operation of CE and CD. In light of increasing interest surrounding transformative service research (TSR), this paper will introduce the notion of consumer wellbeing; and suggest how CE and CD may influence measures of wellbeing among local government service customers.

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KW - Local Government Sector

KW - Horizontal and Vertical Network Types

KW - Transformative Service Research

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EP - 945

JO - ANZMAC 2014 : Annual Conference proceedings : Agents of change

JF - ANZMAC 2014 : Annual Conference proceedings : Agents of change

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