TY - GEN
T1 - The effect of resource type and regulatory focus on customer engagement behavior
T2 - 12th International Conference on Service Systems and Service Management, ICSSSM 2015
AU - Chen, Xinxin
AU - Yu, Hongyan
AU - Gentry, James W.
N1 - Publisher Copyright:
© 2015 IEEE.
PY - 2015/7/28
Y1 - 2015/7/28
N2 - Although there are many recent studies explore the antecedents of customer engagement behavior (CEB), few empirical studies have explored the mechanisms that connect these antecedents to CEB. Based on self-schema theory, this research uses experiment and investigation methods to explore the influence of the type of customer-invested resource (time vs. money) and customers' regulatory focus (promotion-focused vs. prevention-focused) on CEB and the mechanisms that underlying this process. The results of two empirical studies show that promotion-focused customers initiate more recommendation and complaint behaviors when the amount of time (vs. money) spent in the shopping experience is emphasized, whereas this effect does not exist for prevention-focused customers. A self-concept connection mediates the moderating role of regulatory focus in the relationship between types of resources and recommendation, whereas this mediating role of self-concept connection does not exist in complaint. In summary, the influence of customer-invested resources on CEB varies according to a customer's regulatory focus.
AB - Although there are many recent studies explore the antecedents of customer engagement behavior (CEB), few empirical studies have explored the mechanisms that connect these antecedents to CEB. Based on self-schema theory, this research uses experiment and investigation methods to explore the influence of the type of customer-invested resource (time vs. money) and customers' regulatory focus (promotion-focused vs. prevention-focused) on CEB and the mechanisms that underlying this process. The results of two empirical studies show that promotion-focused customers initiate more recommendation and complaint behaviors when the amount of time (vs. money) spent in the shopping experience is emphasized, whereas this effect does not exist for prevention-focused customers. A self-concept connection mediates the moderating role of regulatory focus in the relationship between types of resources and recommendation, whereas this mediating role of self-concept connection does not exist in complaint. In summary, the influence of customer-invested resources on CEB varies according to a customer's regulatory focus.
KW - customer engagement behavior (CEB)
KW - money
KW - prevention-focused
KW - promotion-focused
KW - self-concept connection
KW - time
UR - http://www.scopus.com/inward/record.url?scp=84948157469&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84948157469&partnerID=8YFLogxK
U2 - 10.1109/ICSSSM.2015.7170196
DO - 10.1109/ICSSSM.2015.7170196
M3 - Conference contribution
AN - SCOPUS:84948157469
T3 - 2015 12th International Conference on Service Systems and Service Management, ICSSSM 2015
BT - 2015 12th International Conference on Service Systems and Service Management, ICSSSM 2015
PB - Institute of Electrical and Electronics Engineers Inc.
Y2 - 22 June 2015 through 24 June 2015
ER -