Return to search

Drivers of Negative Customer Engagement : A quantitative study testing a model of negative customer engagement and its proposed antecedents

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.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-114053
Date January 2022
CreatorsLudwig, Månsson, Ossian, Hempel
PublisherLinnéuniversitetet, Institutionen för marknadsföring (MF)
Source SetsDiVA Archive at Upsalla University
LanguageEnglish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

Page generated in 0.0019 seconds