The Customer engagement-disengagement conundrum across the service sector

Jana Bowden-Everson, Mark Gabbott, Kay Naumann

Research output: Chapter in Book/Report/Conference proceedingOther chapter contribution

Abstract

Service providers are continually aiming to enhance their customer relationships, however, unless a sound understanding of how customers disengage from their brand relationships is developed, preventative strategies to re-engage customers cannot be achieved. This study presents a qualitative exploration of customer disengagement, its initiating triggers, and the process by which it unfolds over time. In doing so, it examines the relationship between disengagement and engagement across two broad categories of services. It was found that customers' propensity towards disengagement was higher within services considered utilitarian and functional in nature where their prior engagement was weak; and lower within services of a more participative and co-creative nature where their prior engagement was high. This study therefore proposes a theoretical paradigm that considers the interconnectedness of disengagement and engagement in the development of customer-brand relationships. Importantly, whilst the two processes were interrelated, they differed significantly in their inherent nature.
Original languageEnglish
Title of host publicationProceedings of the Australia New Zealand Marketing Academy Conference 2013
EditorsRod Brodie
Place of PublicationAuckland, New Zealand
PublisherThe University of Auckland Business School, University of Auckland
Pages1-1
Number of pages1
ISBN (Print)9780646563305
Publication statusPublished - 2013
EventAustralian and New Zealand Marketing Academy Conference (2013) - Auckland, New Zealand
Duration: 1 Dec 20134 Dec 2013

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (2013)
CityAuckland, New Zealand
Period1/12/134/12/13

Keywords

  • Customer Engagement
  • Customer Disengagement
  • Utilitarian Transactional Services
  • Participative Co-creative Services
  • Customer Relationships

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