Resources and Customer Engagement Behaviours

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Customers do not just passively receive market offerings. Empowered by advanced communication technologies, they have ample opportunities to engage with firms. Faced with limited firm resources, marketers would benefit from leveraging resources from customers through their engagement behaviours. This dissertation explores resources and customer engagement behaviours (CEBs). It includes two essays: “A Resource-Based Perspective of Customer Engagement Behaviours: Definition, Typology, and Conceptual Framework (with Research Propositions),” and “The Effect of Effort Level on Consumer Knowledge Behaviour.” Given the prevalence and diversity of CEBs, it may be cost-effective to formulate engagement strategies based on different types of CEBs. Essay 1 offers a definition and typology of CEBs, and then proposes a conceptual framework based on this typology. The framework deals with (a) the main effects of perceived engagement benefits and costs (and risks) on customers’ intention to perform a broad array of CEBs and (b) the boundary conditions for these effects. In Essay 2, the primary research focus is on how the required effort level of an engagement task influences consumers’ intention to undertake knowledge behaviour. This effect is mediated by perceived probability of success (i.e., the first mediator) and perceived value of engagement (i.e., the second mediator). Three lab experiments with different effort manipulations support that the mediators operate in tandem such that the mediating effect of the second mediator depends on the first one. The second essay also examines the moderating role of consumer mindsets (i.e., fixed vs. growth) and supports the moderating effect of situational (but not chronic) mindsets on the impact of effort level on perceived engagement value.
Zeng, X. (2020). Resources and Customer Engagement Behaviours (Doctoral thesis, University of Calgary, Calgary, Canada). Retrieved from