Sanjit Kumar Roy, MS Balaji, Geoff Soutar, Walfried M Lassar, Rajat Roy
2018/5/1
Journal of Business Research
86
ページ
281-290
Elsevier
Managing customer engagement behavior (CEB) is a strategic priority for firms to build and sustain long-term customer-firm relationships. This research examines the different types of customer engagement behavior (i.e. augmenting CEB, co-developing CEB, influencing CEB and mobilizing CEB). The study also examines the relationship between service fairness, different forms of trust (cognitive and affective), value-in-use (ViU) and CEB. The research model was tested across two developed (USA and Australia) and two developing economies (India and China). Results suggest that CEB is a higher-order construct and its structure is consistent across the developed and developing markets. In terms of cross-cultural differences, service fairness has a stronger influence on affective trust in the developing economies as compared to developed economies. Findings indicate that to motivate customers in developed …
Scholar の論文
SK Roy, MS Balaji, G Soutar, WM Lassar, R Roy - Journal of Business Research, 2018