The Formation of Customer Engagement Behavior in a Hedonic Service Setting

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Book Chapter

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Looking back on decades of traditional marketing effort, the advent of social media and the digital interface has dramatically escalated opportunities for consumers to engage with brands and products. Broader access through technology not only enables consumers to acquire/share information more readily about themselves and the products they are interested in, but supports firm competencies for nurturing relationships and engagement with customers (Verhoef, Reinartz, and Krafft, 2010). Research on consumer engagement behavior (CEB) prioritizes developing insights on how consumers become involved with products, search for/share information and interact with brands. This is the focus of the current study, which proposes and tests a formative model of CEB in a hedonic service setting.


This book chapter was originally published in Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing. The full-text article from the publisher can be found here.

Due to copyright restrictions, this article is not available for free download from ScholarWorks @ CWU.


© Academy of Marketing Science 2016