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Drivers of Negative Customer Engagement : A quantitative study testing a model of negative customer engagement and its proposed antecedentsLudwig, Månsson, Ossian, Hempel January 2022 (has links)
Abstract Purpose - The purpose of this study is to extend the current understanding of NCE and its antecedents. Design/methodology/approach - A deductive approach was used to confirm the proposed model of NCE using structural equation modeling. Data was collected online using self-selection questionnaires, resulting in 252 responses used in the quantitative analysis. Seven hypotheses were tested in the analysis. Findings - The primary findings of the study is that perceived injustice acts as an antecedent of cognitive and affective NCE, which in turn drive behavioral NCE. Accordingly, the proposed tri-dimensional framework of NCE, consisting of a cognitive, affective, and behavioral component, was supported. Negative service quality disconfirmation was not supported as an antecedent of NCE. Originality/value - The originality of the paper lies in the testing of NCE and the proposed drivers as a unique construct, which has not previously been tested in quantitative research.
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