摘要：In the current economic environment, we need to take a step further in managing the customer asset to include the concept of customer engagement. This is because purely transactional measures of the customer-firm relationships, such as customer acquisition, retention, cross-buy or up-buy, which have been used frequently in prior research and managerial practice, are no longer adequate to reflect the real status and development of the customer firm relationship and to accurately estimate the present and future value for the company. This study represents a first approach towards understanding the concept of customer engagement. The focus of the study is on the service recovery processes and the empirical application is carried out in the mobile communications industry. The results of the exploratory study reveal that, if managed properly (customers perceive effort and justice in the service recovery process), the unsatisfactory experiences during a service failure can be turned into opportunities to engage customers and make them more loyal and prescribers of the company.
其他摘要：In the current economic environment, we need to take a step further in managing the customer asset to include the concept of customer engagement. This is because purely transactional measures of the customer-firm relationships, such as customer acquisition, retention, cross-buy or up-buy, which have been used frequently in prior research and managerial practice, are no longer adequate to reflect the real status and development of the customer firm relationship and to accurately estimate the present and future value for the company. This study represents a first approach towards understanding the concept of customer engagement. The focus of the study is on the service recovery processes and the empirical application is carried out in the mobile communications industry. The results of the exploratory study reveal that, if managed properly (customers perceive effort and justice in the service recovery process), the unsatisfactory experiences during a service failure can be turned into opportunities to engage customers and make them more loyal and prescribers of the company.
