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.
|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|
|Number of pages||8|
|Publication status||Published - 2007|
|Event||Australian and New Zealand Marketing Academy Conference (2007) - Dunedin, New Zealand|
Duration: 3 Dec 2007 → 5 Dec 2007
|Conference||Australian and New Zealand Marketing Academy Conference (2007)|
|City||Dunedin, New Zealand|
|Period||3/12/07 → 5/12/07|
Bowden, J. (2007). Segmenting customer-brand relationships: the process of customer engagement. In M. Thyne, K. R. Deans, & J. Gnoth (Eds.), ANZMAC 2007: proceedings : 3Rs - reputation, responsibility and relevance (pp. 2647-2654). Dunedin, N.Z.: University of Otago.