L3. Categorizing Engagement Behaviors From the Perspective of Customer Resources

From the perspective of customer resources, the authors propose a typology of customer engagement behaviors (CEBs). This perspective well aligns with the service-dominant (S-D) logic (Vargo and Lusch 2004) that has evolved into an important paradigm in the marketing area.



Citation:

Xianfang Zeng, James Agarwal, and Mehdi Mourali (2018) ,"L3. Categorizing Engagement Behaviors From the Perspective of Customer Resources", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 937-937.

Authors

Xianfang Zeng, University of Calgary, Canada
James Agarwal, University of Calgary, Canada
Mehdi Mourali, University of Calgary, Canada



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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