Exploring customer engagement behavior: construct proposal and its antecedents

Jaime Romero, Shintaro Okazaki

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Customer engagement behavior (CEB) receives increasing attention from both academics and practitioners, as it represents one of the key customer profitability determinants. This study attempts to provide a holistic view of CEB by (1) proposing an instrument to measure CEB, and (2) its antecedents. Based on the existent literature, we conceptualize CEB as a formative construct consisting of word-of-mouth (WOM), loyalty program participation, customer interaction, and co-creation, which are determined by relationship quality, rewards, self-enhancement, learning, social integration, and company identification. In attempt to test these propositions, an online survey is conducted with 466 respondents. Our results provide empirical support for our proposed CEB construct, while corroborating five out of the six hypothesized antecedents. In closing, theoretical as well as managerial implications are discussed, while important limitations are recognized and future research directions are proposed.
Original languageEnglish
Title of host publicationProceedings of the 2nd International Symposium on Partial Least Squares Path Modeling
Subtitle of host publicationThe Conference for PLS Users
EditorsJörg Henseler, Christian Ringle, José Roldán, Gabriel Cepeda
Place of PublicationEnschede
PublisherUniversity of Twente
Number of pages12
ISBN (Print)9789036540568
Publication statusPublished - 2015
Externally publishedYes
Event2015 PLS User Conference: 2nd International Symposium on Partial Least Squares Path Modeling - The Conference for PLS Users - Seville, Spain
Duration: 16 Jun 201519 Jun 2015


Conference2015 PLS User Conference


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