Segmenting customer-brand relationships: the process of customer engagement

Jana Bowden

Segmenting customer-brand relationships: the process of customer engagement

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

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Abstract

An investigation of the process of customer engagement, as revealed through customers’ restaurant experiences, is presented. The study seeks to redirect satisfaction research towards an approach which encompasses an understanding of the role of commitment, involvement and trust in the creation of loyal customers, based on the extent to which customers are either new or, repeat purchase customers of a service. The approach seeks to provide a more complete understanding of the nature of customer-brand relationships and the processes by which loyalty may be developed and fostered amongst differing customer segments. The data for this study was provided by five focus groups and nine in depth interviews.

Original language	English
Title of host publication	ANZMAC 2007
Subtitle of host publication	proceedings : 3Rs - reputation, responsibility and relevance
Editors	Maree Thyne, Kenneth R. Deans, Juergen Gnoth
Place of Publication	Dunedin, N.Z.
Publisher	University of Otago
Pages	2647-2654
Number of pages	8
ISBN (Print)	9781877156299
Publication status	Published - 2007
Externally published	Yes
Event	Australian and New Zealand Marketing Academy Conference (2007) - Dunedin, New Zealand Duration: 3 Dec 2007 → 5 Dec 2007

Conference

Conference	Australian and New Zealand Marketing Academy Conference (2007)
City	Dunedin, New Zealand
Period	3/12/07 → 5/12/07

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Author final versionAccepted author manuscript, 75.2 KBLicence: Unspecified

http://conferences.anzmac.org/ANZMAC2007/papers/J%20Bowden_1a.pdf

Cite this

@inproceedings{24df3688a0af4df6b55c25f13235bfda,

title = "Segmenting customer-brand relationships: the process of customer engagement",

abstract = "An investigation of the process of customer engagement, as revealed through customers{\textquoteright} restaurant experiences, is presented. The study seeks to redirect satisfaction research towards an approach which encompasses an understanding of the role of commitment, involvement and trust in the creation of loyal customers, based on the extent to which customers are either new or, repeat purchase customers of a service. The approach seeks to provide a more complete understanding of the nature of customer-brand relationships and the processes by which loyalty may be developed and fostered amongst differing customer segments. The data for this study was provided by five focus groups and nine in depth interviews.",

author = "Jana Bowden",

year = "2007",

language = "English",

isbn = "9781877156299",

pages = "2647--2654",

editor = "Maree Thyne and Deans, {Kenneth R.} and Juergen Gnoth",

booktitle = "ANZMAC 2007",

publisher = "University of Otago",

note = "Australian and New Zealand Marketing Academy Conference (2007) ; Conference date: 03-12-2007 Through 05-12-2007",

}

Bowden, J 2007, Segmenting customer-brand relationships: the process of customer engagement. in M Thyne, KR Deans & J Gnoth (eds), ANZMAC 2007: proceedings : 3Rs - reputation, responsibility and relevance. University of Otago, Dunedin, N.Z., pp. 2647-2654, Australian and New Zealand Marketing Academy Conference (2007), Dunedin, New Zealand, 3/12/07. <http://conferences.anzmac.org/ANZMAC2007/papers/J%20Bowden_1a.pdf>

Segmenting customer-brand relationships: the process of customer engagement. / Bowden, Jana.
ANZMAC 2007: proceedings : 3Rs - reputation, responsibility and relevance. ed. / Maree Thyne; Kenneth R. Deans; Juergen Gnoth. Dunedin, N.Z.: University of Otago, 2007. p. 2647-2654.

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

TY - GEN

T1 - Segmenting customer-brand relationships

T2 - Australian and New Zealand Marketing Academy Conference (2007)

AU - Bowden, Jana

PY - 2007

Y1 - 2007

N2 - An investigation of the process of customer engagement, as revealed through customers’ restaurant experiences, is presented. The study seeks to redirect satisfaction research towards an approach which encompasses an understanding of the role of commitment, involvement and trust in the creation of loyal customers, based on the extent to which customers are either new or, repeat purchase customers of a service. The approach seeks to provide a more complete understanding of the nature of customer-brand relationships and the processes by which loyalty may be developed and fostered amongst differing customer segments. The data for this study was provided by five focus groups and nine in depth interviews.

AB - An investigation of the process of customer engagement, as revealed through customers’ restaurant experiences, is presented. The study seeks to redirect satisfaction research towards an approach which encompasses an understanding of the role of commitment, involvement and trust in the creation of loyal customers, based on the extent to which customers are either new or, repeat purchase customers of a service. The approach seeks to provide a more complete understanding of the nature of customer-brand relationships and the processes by which loyalty may be developed and fostered amongst differing customer segments. The data for this study was provided by five focus groups and nine in depth interviews.

M3 - Conference proceeding contribution

SN - 9781877156299

SP - 2647

EP - 2654

BT - ANZMAC 2007

A2 - Thyne, Maree

A2 - Deans, Kenneth R.

A2 - Gnoth, Juergen

PB - University of Otago

CY - Dunedin, N.Z.

Y2 - 3 December 2007 through 5 December 2007

ER -

Segmenting customer-brand relationships: the process of customer engagement

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