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.


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.


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


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

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