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Author(s): Teresa Fernandes
Fábia Esteves
Title: Customer Engagement and Loyalty: A Comparative Study Between Service Contexts
Issue Date: 2016
Abstract: ABSTRACT: The article discusses the effect of context on customer engagement and presents propensity to engage as an attitudinal antecedent of loyalty behaviors. We argue that customers may hold different propensity to engage depending on the specific service context, which in turn will influence more or less favorable behaviors. Data were collected through a convenience sample of 516 consumers in two settings, high and low contact services. Results revealed that propensity to engage and loyalty behaviors vary significantly between the contexts studied. We also conclude that the majority of loyalty behaviors are correlated, in both contexts, with customers propensity to engage. © 2016 Taylor & Francis Group, LLC.
Subject: Ciências sociais
Social sciences
Scientific areas: Ciências sociais
Social sciences
Document Type: Artigo em Revista Científica Internacional
Rights: openAccess
Appears in Collections:FEP - Artigo em Revista Científica Internacional

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