Us versus Them: the operation of customer engagement and customer disengagement within a local government service setting

Jana Bowden-Everson, Kay Naumann

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review

Abstract

Customer Engagement, or CE, and Customer Disengagement, or CD, are emerging concepts within marketing literature and have yet to be explored within a local government sector. This study used focus groups to uncover how CE and CD operate within a single service setting- being a local municipality. The results revealed that the operation of CE and CD followed two distinct paths. Whereas CE was driven by the horizontal relationships formed between residents, CD was motivated by the vertical relationship between residents and their council. This finding provides an interesting contribution to CE and CD literature, as the two processes- which have thus far been regarded as separate concepts- are seen to co-exist within the same service setting and within the same customer population. Managerially, this implies that marketing strategies need to be created to target both engagement and disengagement within a given service context.
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
Pages1-8
Number of pages8
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
  • Local Government Sector
  • Horizontal and Vertical Customer Relationships

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