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 language | English |
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Title of host publication | Proceedings of the Australia New Zealand Marketing Academy Conference 2013 |
Editors | Rod Brodie |
Place of Publication | Auckland, New Zealand |
Publisher | The University of Auckland Business School, University of Auckland |
Pages | 1-1 |
Number of pages | 1 |
ISBN (Print) | 9780646563305 |
Publication status | Published - 2013 |
Event | Australian and New Zealand Marketing Academy Conference (2013) - Auckland, New Zealand Duration: 1 Dec 2013 → 4 Dec 2013 |
Conference
Conference | Australian and New Zealand Marketing Academy Conference (2013) |
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City | Auckland, New Zealand |
Period | 1/12/13 → 4/12/13 |
Keywords
- Customer Engagement
- Customer Disengagement
- Utilitarian Transactional Services
- Participative Co-creative Services
- Customer Relationships