The effect of resource type and regulatory focus on customer engagement behavior: A self-concept perspective?

Xinxin Chen, Hongyan Yu, James W. Gentry

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Although there are many recent studies explore the antecedents of customer engagement behavior (CEB), few empirical studies have explored the mechanisms that connect these antecedents to CEB. Based on self-schema theory, this research uses experiment and investigation methods to explore the influence of the type of customer-invested resource (time vs. money) and customers' regulatory focus (promotion-focused vs. prevention-focused) on CEB and the mechanisms that underlying this process. The results of two empirical studies show that promotion-focused customers initiate more recommendation and complaint behaviors when the amount of time (vs. money) spent in the shopping experience is emphasized, whereas this effect does not exist for prevention-focused customers. A self-concept connection mediates the moderating role of regulatory focus in the relationship between types of resources and recommendation, whereas this mediating role of self-concept connection does not exist in complaint. In summary, the influence of customer-invested resources on CEB varies according to a customer's regulatory focus.

Original languageEnglish (US)
Title of host publication2015 12th International Conference on Service Systems and Service Management, ICSSSM 2015
PublisherInstitute of Electrical and Electronics Engineers Inc.
ISBN (Electronic)9781479983285
DOIs
Publication statusPublished - Jul 28 2015
Event12th International Conference on Service Systems and Service Management, ICSSSM 2015 - Guangzhou, China
Duration: Jun 22 2015Jun 24 2015

Publication series

Name2015 12th International Conference on Service Systems and Service Management, ICSSSM 2015

Other

Other12th International Conference on Service Systems and Service Management, ICSSSM 2015
CountryChina
CityGuangzhou
Period6/22/156/24/15

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Keywords

  • customer engagement behavior (CEB)
  • money
  • prevention-focused
  • promotion-focused
  • self-concept connection
  • time

ASJC Scopus subject areas

  • Business and International Management
  • Strategy and Management
  • Management Science and Operations Research
  • Transportation

Cite this

Chen, X., Yu, H., & Gentry, J. W. (2015). The effect of resource type and regulatory focus on customer engagement behavior: A self-concept perspective? In 2015 12th International Conference on Service Systems and Service Management, ICSSSM 2015 [7170196] (2015 12th International Conference on Service Systems and Service Management, ICSSSM 2015). Institute of Electrical and Electronics Engineers Inc.. https://doi.org/10.1109/ICSSSM.2015.7170196