Negative customer engagement behaviour in a service context

Diem Khac Xuan Do and Jana Lay-Hwa Bowden

The Service Industries Journal, 2025, vol. 45, issue 1, 81-104

Abstract: Negative customer engagement (NCE) has negative consequences on firms; however, research on NCE is limited. This study empirically investigates the impact of different intensities of NCE on subsequent outcomes such as the intention to switch and engage in negative word-of-mouth recommendations. Critical incident technique and a survey method were employed with 404 respondents to understand the negative valences of customer engagement behaviour in response to unfavourable service experiences within an emerging market context. A typology of NCE behaviours was subsequently developed. Neglect was conceptualised as disengaged behaviour while complaining that seeks redress from the service provider, aggression, online complaining, third-party complaining, switching to another service provider and negative word-of-mouth were conceptualised as negatively engaged behaviour. These behaviours were not found to occur in isolation, but rather occurred within a broader developmental process of NCE. Understanding how the process of NCE occurs enables management to develop proactive management strategies to counter it.

Date: 2025
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DOI: 10.1080/02642069.2022.2159945

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The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

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