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.
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.
Xianfang Zeng, University of Calgary, Canada
James Agarwal, University of Calgary, Canada
Mehdi Mourali, University of Calgary, Canada
NA - Advances in Consumer Research Volume 46 | 2018
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