Customer engagement and its outcomes: The roles of service environment and brand equity

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	Customer engagement and its outcomes: The roles of service environment and brand equity
	Ou, J.; Wong, A. I; Liu, T. C.
	2018-07-01
Source Publication	Proceedings of the 2018 Global Marketing Conference
Abstract	Customer engagement (CE) has commonly defined as a psychological state or process that leads to customer loyalty (Brodie, Hollebeek, Juric, & Ilic, 2011). CE research has received increasing attention due to its critical role in luring favorable customer experience and outcomes such as brand trust, affection, and future purchase intention (Harrigan, Evers, Miles, & Daly, 2017; So, King, Sparks, & Wang, 2016; Vivek, 2012). Despite scholars’ continuous efforts in advancing the CE field of study, several limitations remain unaddressed. First, empirical research focuses primarily on antecedents and consequences of CE that are derived from individual dispositions (Harrigan, et al., 2017; Wei, Miao, & Huang, 2013); thus, customer actual behavioral outcomes of CE are generally unexplored. Second, most, if not all, empirical research investigates the nomological network of CE based on individual-level factors (Khan, Rahman, & Fatma, 2016; So, King, & Sparks, 2014; Sprott, Czellar, & Spangenberg, 2009). Such an individual-level approach is important as it builds the necessary foundation of the CE domain of study. Yet, the roles of organizational strategic position are largely ignored, while organizational-level situational factors are rarely considered. This research aims to bridge the aforementioned research gaps by constructing both individual-level dispositions and organizational-level situational factors into an integrated framework, as Figure 1 depicts.
Keyword	customer engagement impulsive behavior loyalty service environment brand equity
URL	View the original
Language	英語English
The Source to Article	PB_Publication
PUB ID	36999
Document Type	Conference paper
Collection	CENTRE FOR CONTINUING EDUCATION
Corresponding Author	Liu, T. C.
Recommended Citation GB/T 7714	Ou, J.,Wong, A. I,Liu, T. C.. Customer engagement and its outcomes: The roles of service environment and brand equity[C], 2018.
APA	Ou, J.., Wong, A. I., & Liu, T. C. (2018). Customer engagement and its outcomes: The roles of service environment and brand equity. Proceedings of the 2018 Global Marketing Conference.

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