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Your receipt is in the bag: Service and temporal effects as factors of customer engagement formation during acquisition

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  • Harman, David M.
  • Porter, Michael C.

Abstract

The current study examines how customer engagement initially develops during customer acquisition. The study utilizes a factorial design with videos to represent positive/negative experiences over the course of a potential acquisition. Findings suggest a positive acquisition experience leads to positive customer engagement. Findings also reflect a strong recency effect in that the last interaction of the service encounter provides the strongest impact on customer engagement. As a result, analysis leads to the recommendation that managers focus more on specific events and less on a cumulative impact in order to develop positive customer engagement during acquisition.

Suggested Citation

  • Harman, David M. & Porter, Michael C., 2021. "Your receipt is in the bag: Service and temporal effects as factors of customer engagement formation during acquisition," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    • Handle: RePEc:eee:joreco:v:62:y:2021:i:c:s0969698921001697
    DOI: 10.1016/j.jretconser.2021.102603
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    References listed on IDEAS

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    Cited by:

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    3. Ho, Xuan Huong & Nguyen, Dong Phong & Cheng, Julian Ming Sung & Le, Angelina Nhat Hanh, 2022. "Customer engagement in the context of retail mobile apps: A contingency model integrating spatial presence experience and its drivers," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).

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