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Keywords: Customer engagement behaviors (CEBs)
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Journal Articles
Enhancing customer engagement behaviors via customer-to-customer interactions and identification
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Journal:
Journal of Services Marketing
Journal of Services Marketing (2024) 38 (8): 975–993.
Published: 28 August 2024
... Overall, results support a mediation effect such that CCI context (virtual vs in-person) affects customer engagement and purchase behaviors via customer identification. Specifically, Study 1 finds that customer engagement behaviors (CEBs) are greater for in-person CCIs due to the frequency of interactions...
