Your receipt is in the bag: Service and temporal effects as factors of customer engagement formation during acquisition

David M. Harman and Michael C. Porter

Journal of Retailing and Consumer Services, 2021, vol. 62, issue C

Abstract: The current study examines how customer engagement initially develops during customer acquisition. The study utilizes a factorial design with videos to represent positive/negative experiences over the course of a potential acquisition. Findings suggest a positive acquisition experience leads to positive customer engagement. Findings also reflect a strong recency effect in that the last interaction of the service encounter provides the strongest impact on customer engagement. As a result, analysis leads to the recommendation that managers focus more on specific events and less on a cumulative impact in order to develop positive customer engagement during acquisition.

Keywords: Customer engagement; Customer acquisition; Customer value creation; Recency; Critical incident (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:62:y:2021:i:c:s0969698921001697

DOI: 10.1016/j.jretconser.2021.102603

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