TY - GEN
T1 - Exploring customer engagement behavior
T2 - 2015 PLS User Conference
AU - Romero, Jaime
AU - Okazaki, Shintaro
PY - 2015
Y1 - 2015
N2 - 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.
AB - 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.
U2 - 10.3990/2.339
DO - 10.3990/2.339
M3 - Conference contribution
SN - 9789036540568
BT - Proceedings of the 2nd International Symposium on Partial Least Squares Path Modeling
A2 - Henseler, Jörg
A2 - Ringle, Christian
A2 - Roldán, José
A2 - Cepeda, Gabriel
PB - University of Twente
CY - Enschede
Y2 - 16 June 2015 through 19 June 2015
ER -