Customer Engagement Behavior: Scale Development and Validation

Our purpose is to develop a validated scale for customer engagement. Based on Service-dominant Logic and Value Co-creation theory, we have composed a definition of CEB. We carried out four studies to develop the scale following the procedure proposed by Hinkin. The CEB Scale we developed is reliable and validated.



Citation:

Hongyan Yu and Ann Veeck (2015) ,"Customer Engagement Behavior: Scale Development and Validation", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 289-290.

Authors

Hongyan Yu, Sun Yat-Sen University, China
Ann Veeck, Western Michigan University, USA



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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