Recently, plenty of research was conducted on engagement – more particularly on enhancing Customer Engagement (CE). The flip side of CE, namely Customer Disengagement (CDE), seems to be uncharted. Thus, this thesis elaborates a working definition on CDE.
This includes the interrelation of CE and CDE. According to this paper, CDE is described as a psychological process that can cause the state of complete detachment from a Brand or Service (B/S).
CDE could have behavioural outcomes in terms of Negative Customer Engagement (NCE). Additionally, it interrelates with former CE levels and varies across contexts. CDE is supposed to be a promising research field.
Table of Contents
1 INTRODUCTION
1.1 CHALLENGES AND RESEARCH QUESTIONS
1.2 STRUCTURE OF THE THESIS
2 APPROACHES TO CUSTOMER ENGAGEMENT AND CUSTOMER DISENGAGEMENT
2.1 DEFINITIONS AND DISTINCTIONS FROM SIMILAR TERMS
2.1.1 The term Engagement in academic disciplines
2.1.2 Customer Engagement in marketing or service literature
2.1.3 Distinctions from similar relationship constructs
2.1.4 Different conceptualisations on Customer Engagement
2.2 WORKING DEFINITION OF CUSTOMER DISENGAGEMENT
3 DEVELOPING THE CONSTRUCT OF CUSTOMER DISENGAGEMENT
3.1 RELEVANCE OF CUSTOMER DISENGAGEMENT
3.2 CURRENT APPROACHES ON RELATIONSHIP ENDING
3.3 EXAMINATION AND EXPLANATION OF THE PROCESSUAL CHARACTER OF CUSTOMER DISENGAGEMENT
3.4 DIMENSIONS OF CUSTOMER DISENGAGEMENT
4 COHERENCE BETWEEN CUSTOMER ENGAGEMENT AND CUSTOMER DISENGAGEMENT
4.1 INTERRELATIONS BETWEEN CUSTOMER ENGAGEMENT AND CUSTOMER DISENGAGEMENT
4.2 CRITICAL DISCUSSION
5 CONCLUSION AND IMPLICATIONS
Research Objectives and Themes
This thesis investigates the theoretical foundations of Customer Disengagement (CDE) as a psychological process, examining how it relates to established Customer Engagement (CE) research. The primary research objective is to develop a working definition of CDE, explore its processual nature, and analyze the interrelations between engagement and disengagement to understand how firms can better manage the customer lifecycle.
- Conceptualization of Customer Disengagement (CDE) as a psychological process.
- Analysis of the relationship between CE and CDE, including their interdependency.
- Examination of the processual character of relationship dissolution and detachment.
- Investigation of CDE dimensions across various service contexts (F/U vs. P/C).
Excerpt from the Book
3.1 Relevance of Customer Disengagement
Bowden and Gabbott (Bowden and Gabbott 2016, 512) claim in order to develop a holistic understanding of CM, firms must consider both the development of engaged long-term relationships with customers and also their possible deterioration or exit. Efficient management entails both the growth and the decline. Thus, engagement and DE should be involved. Theories conceptualizing relationship ending are seldom and speculative. This includes an almost total ignorance about DE/ CDE. DE is supposed to be more complex than for example relationship formation, because and especially in services DE is governed by prior levels engagement (valence and intensity), the sort of service (F/U or P/C) and the context. Further, DE may be accelerated or decelerated by many triggered based events (Bowden and Gabbott 2016, 512).
If firms do not develop further understandings of how and why customers fade away it might be difficult to formulate preventive strategies to avoid disengagement if signals occur or to re-engage customers if they are already disengaged (Conti and Mai 2008, 421). Preventive strategies are important because engaged customers stay with a firm (especially in P/C a second chance is given) even if service failure occurs (cf. Chapter 2.1.4 and Sashi 2012, 264). Additionally, co-created values eventuating from CE sub process (cf. Appendix 1) could fail to materialize for customers and firms. Not only preventive strategies, sometimes the separation from disengaged/ detached customers who will not provide positive return (regarding the customer lifetime value) can be beneficial. This way of thinking leads back to basic economic behaviours in terms of an efficient resource allocation. It should rather be invested in promising than in dying and not promising customers. Nevertheless, preventing customer from leaving a firm or worse moving to a direct competitor are important business strategies.
Summary of Chapters
1 INTRODUCTION: This chapter highlights the significance of customer engagement for firms and identifies the lack of research on its counterpart, customer disengagement.
2 APPROACHES TO CUSTOMER ENGAGEMENT AND CUSTOMER DISENGAGEMENT: This section reviews existing literature on customer engagement and establishes a working definition for customer disengagement based on psychological perspectives.
3 DEVELOPING THE CONSTRUCT OF CUSTOMER DISENGAGEMENT: This chapter explores the relevance of CDE, examines relationship ending theories, and presents a framework for the processual nature and dimensions of disengagement.
4 COHERENCE BETWEEN CUSTOMER ENGAGEMENT AND CUSTOMER DISENGAGEMENT: This section clarifies the interrelations between engagement and disengagement and provides a critical discussion of the proposed concepts.
5 CONCLUSION AND IMPLICATIONS: The final chapter summarizes the findings and offers insights into how firms can manage the disengagement process effectively.
Keywords
Customer Engagement, Customer Disengagement, Service Management, Relationship Marketing, Customer Retention, Customer Defection, Brand Detachment, Psychological Process, Value Co-creation, Service-Dominant Logic, Social Exchange Theory, Relationship Dissolution, Negative Customer Engagement, Customer Lifetime Value.
Frequently Asked Questions
What is the core focus of this research?
The research focuses on the theoretical conceptualization of "Customer Disengagement" (CDE), which is defined as the flip-side of the well-researched concept of Customer Engagement (CE).
What are the primary themes addressed?
The main themes include defining CDE as a psychological process, understanding the relationship between CE and CDE, and exploring how and why customers detach from a brand or service.
What is the primary research question?
The thesis aims to define CDE, determine how the process of disengagement functions across various dimensions, and clarify whether CE and CDE act as opposites or interconnected constructs.
Which methodology is employed in this work?
The work uses a theoretical approach, conducting an extensive literature review to synthesize existing concepts from marketing, psychology, and service management to build a conceptual framework.
What topics are discussed in the main body?
The main body covers definitions and distinctions of engagement terms, the development of the CDE construct, the relevance of relationship ending, and the processual character of detachment.
How would you characterize this thesis using key terms?
This thesis is best characterized by terms such as Customer Disengagement, Relationship Marketing, Brand Detachment, and Customer Retention strategies.
How does the "Service-Dominant Logic" relate to this research?
The thesis utilizes S-D Logic as a foundation to explain that CE is an interactive, value-creating process, which helps in understanding that CDE involves a decline in this value-creating capability.
Why is "detachment" considered a crucial state in CDE?
Detachment is identified as a critical interim state where a customer loses their emotional bond with a brand, which can subsequently lead to either re-engagement, permanent termination, or negative customer engagement behaviors.
Does disengagement automatically imply negative customer behavior?
No, the author emphasizes that disengagement is a psychological process that does not necessarily imply active negative behavior (such as complaining), although it may evolve into such if not managed correctly.
- Citar trabajo
- David Finken (Autor), 2016, Why customer disengagement matters, Múnich, GRIN Verlag, https://www.grin.com/document/340369
