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RSM Seminar | A/Prof Sanjit Roy (UWA)

RSM Seminar | A/Prof Sanjit Roy (UWA)

Dr Sanjit Roy, Associate Professor of Marketing at UWA Business School 

Topic: Managing Customer Engagement Behaviours  

While the consumer engagement (CE) concept is well-documented, little remains known about the customer engagement behaviours (CEB) and its nomological network. Managing CEB is a strategic priority for firms and has the potential to sustain long-term customer-firm relationships. This research examines the different types of customer engagement behaviour (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.

A work in progress will also be presented briefly which examines how consumers with differing personality traits (Big Five personality traits) engages with service firms. Findings have managerial and theoretical contributions.

Updated:   20 April 2020 / Responsible Officer:  CBE Communications and Outreach / Page Contact:  College Web Team