Customer engagement behaviors: The role of service convenience, fairness and quality

The purpose of this study is to examine the differential impact of service quality, service fairness and service convenience on customer engagement behaviors. The study also examines the moderating role of service convenience on the relationship of service quality, service fairness and different forms of customer engagement behaviors (CEBs). The proposed research model was tested using partial least square path modelling on survey data collected from users of retail banking and mobile services. Results show that service convenience and perceived service fairness affects different forms of CEB positively. Results also show the negative moderation effect of service convenience on the relationship between service fairness and CEBs. The study provides useful insights for both researchers and practitioners on the role of service convenience, service fairness, and service quality in eliciting customers’ engagement behaviors. Our first contribution pertains to examining the role of service convenience in eliciting CEBs. We also contribute to the existing CEB literature by examining the extent to which traditional firm-based antecedents (e.g., service quality and service fairness) are effective in eliciting all forms of CEBs (word-of-mouth, customer helping company and customer helping customers).