Segmenting customer-brand relationships: the process of customer engagement

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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 languageEnglish
Title of host publicationANZMAC 2007
Subtitle of host publicationproceedings : 3Rs - reputation, responsibility and relevance
EditorsMaree Thyne, Kenneth R. Deans, Juergen Gnoth
Place of PublicationDunedin, N.Z.
PublisherUniversity of Otago
Number of pages8
ISBN (Print)9781877156299
Publication statusPublished - 2007
Externally publishedYes
EventAustralian and New Zealand Marketing Academy Conference (2007) - Dunedin, New Zealand
Duration: 3 Dec 20075 Dec 2007


ConferenceAustralian and New Zealand Marketing Academy Conference (2007)
CityDunedin, New Zealand


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