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Type: Journal article
Title: Customer engagement with a service provider and context: an empirical examination
Author: Sim, M.
Plewa, C.
Citation: Journal of Service Theory and Practice, 2017; 27(4):854-876
Publisher: Emerald Publishing
Issue Date: 2017
ISSN: 2055-6225
Statement of
Max Sim and Carolin Plewa
Abstract: Purpose – Customer engagement is of critical interest to both academics and practitioners. Extant literature focusses primarily on customer engagement with a single focal object, usually brands; this study takes another view to consider customer engagement with multiple focal objects (service provider and context). In addition to testing the relationship of the individual dimensions of engagement with the service provider and engagement with the context, this research elaborates on their drivers, with a particular focus on distinct engagement platforms. The paper aims to discuss these issues. Design/methodology/approach – A survey captures customer engagement with a service provider and a context in a higher education setting, with 251 responses collected across first- and third-year marketing courses in an Australian, mid-sized university. Findings – Engagement with the service provider can drive engagement with the context. In turn, engagement with the service provider can be stimulated through the use of engagement platforms that enable customer-to-service provider interactions. The results show limited effects of customer-to-customer engagement platforms on engagement with the context though. The results are consistent across gender and student grade levels; some differences arise between international and domestic students. Originality/value – This unique study broadens understanding of customer engagement with various focal objects and also details the flow of effects, from engagement with a service provider to engagement with the context. This research builds on conceptual discussions of engagement platforms and empirically examines their ability to facilitate affective, cognitive and behavioural engagement.
Keywords: Customer engagement; engagement platforms; engagement with the context, engagement with the service provider
Rights: © Emerald Publishing Limited 2017 Published by Emerald Publishing Limited Licensed re-use rights only
RMID: 0030072208
DOI: 10.1108/JSTP-03-2016-0057
Appears in Collections:Entrepreneurship, Commercialisation, and Innovation Centre publications

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