Employing a Relationship Perspective to Determine Customer Engagement Value in Service Contexts

Velitchka Kaltcheva, Loyola Marymount University, USA
Anthony Patino , University of San Francisco, USA
Dennis Pitta, University of Baltimore, USA
Michael Laric, University of Baltmore, USA
We test whether consumers’ relational models for a service firm structure how consumers engage with the firm, thus generating different types of customer engagement value for the firm. Our research is grounded in Alan P. Fiske’s (1991) Relational Models Framework and Kumar et al.’s (2010) typology of customer engagement value.
[ to cite ]:
Velitchka Kaltcheva, Anthony Patino , Dennis Pitta, and Michael Laric (2015) ,"Employing a Relationship Perspective to Determine Customer Engagement Value in Service Contexts", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 791-791.