Determinants of disengagement and negative customer engagement behaviour: expectancy disconfirmation and justice perspectives

IF 3.8 4区管理学 Q2 BUSINESS

Journal of Services Marketing Pub Date : 2024-06-10 DOI:10.1108/jsm-07-2023-0259

Diem Khac Xuan Do, Jana Lay-Hwa Bowden

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引用次数: 0

Abstract

Purpose This study aims to identify the determinants of customer disengagement (CD) and negative customer engagement (NCE) behaviours following service failure. Design/methodology/approach This study distributed a survey on negative service experiences to 404 customers in Vietnam and analysed the data using structural equation modelling. Findings Based on the findings, this paper developed a comprehensive model of the determinants of CD and NCE behaviours. CD manifests as “neglect”, while NCE manifests as vindictive, third-party and online complaints and negative word of mouth. The key drivers of CD and NCE are negative expectancy disconfirmation and perceived injustice, mediated by customer outrage. A novel finding is that self-efficacy and risk-taking traits enhance NCE behaviours. Vietnamese customers tend to adopt less confrontational NCE behaviours. Practical implications The findings provide brand managers with insights into unfavourable customer responses to service failure, including CD and NCE behaviours. Customers in Vietnam were predominantly found to disengage. Fulfilling the firm’s promises and treating customers fairly are paramount for preventing customer outrage, CD and NCE. Originality/value This study identifies the determinants of CD and NCE, namely, disconfirmation of service quality expectations and perceived injustice, in the context of an emerging market.

查看原文本刊更多论文

客户不参与和消极参与行为的决定因素：预期不确认和公正视角

设计/方法/途径本研究向越南的 404 名客户发放了一份关于负面服务体验的调查问卷，并使用结构方程模型对数据进行了分析。研究结果根据研究结果，本文建立了一个全面的 CD 和 NCE 行为决定因素模型。CD 表现为 "忽视"，而 NCE 表现为报复、第三方和在线投诉以及负面口碑。顾客满意行为和顾客不满意行为的主要驱动因素是负面预期不确定和感知到的不公正，并以顾客的愤怒为中介。一个新的发现是，自我效能感和冒险特质会增强 NCE 行为。研究结果为品牌管理者提供了洞察顾客对服务失败的不利反应（包括 CD 和 NCE 行为）的方法。研究发现，越南的顾客主要表现为 "脱离"。在新兴市场背景下，履行公司承诺和公平对待客户对于防止客户愤怒、CD 和 NCE 至关重要。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Services Marketing BUSINESS-

CiteScore

7.80

自引率

20.50%

发文量

期刊介绍： ■Customer policy and service ■Marketing of services ■Marketing planning ■Service marketing abroad ■Service quality Capturing and retaining customers in a service industry is a vastly different activity to its product-based counterpart. The fickle nature of today"s consumer is a vital factor in understanding the factors which determine successful holding of market share - and the intense competition within the sector means practitioners must keep pace with new developments if they are to outwit competitors and develop customer loyalty.