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Type: Journal article
Title: A multi-valenced perspective on consumer engagement within a social service
Author: Naumann, K.
Bowden, J.
Gabbott, M.
Citation: Journal of Marketing Theory and Practice, 2017; 25(2):171-188
Publisher: Taylor&Francis
Issue Date: 2017
ISSN: 1069-6679
Statement of
Kay Naumann, Jana Bowden and Mark Gabbott
Abstract: The literature on customer engagement has focused on its positive valence at the expense of its negative manifestations. This study seeks to address this gap by exploring how positive, disengaged, and negative valences of engagement operate within the social service sector. Focus groups are used to create a multidimensional model exploring how different customer engagement valences operate through affective, cognitive, and behavioral dimensions, and in relation to two objects (service community and service provider). This approach provides a new and expanded view of customer engagement, and the process by which multiple valences of engagement manifest within a focal service relationship.
Rights: © Taylor & Francis Group, LLC
RMID: 0030070496
DOI: 10.1080/10696679.2016.1270772
Appears in Collections:Business School publications

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