Why indirect customers deserve managers' attention: a quantitative and qualitative study on indirect customer engagement behavior Universiteit Gent
Researchers and practitioners increasingly recognize the importance of customer engagement behaviors, (CEBs) defined as voluntary, discretionary, helpful behaviors after and beyond purchase. Consider, for instance, software providers benefiting from customers helping each other in user forums and the hospitality industry benefitting from customer reviews. While previous research has mainly focused on customers who purchase goods and services ...