Negative customer engagement behaviour in a service context

Negative customer engagement (NCE) has negative consequences on firms; however, research on NCE is limited. This study empirically investigates the impact of different intensities of NCE on subsequent outcomes such as the intention to switch and engage in negative word-of-mouth recommendations. Critical incident technique and a survey method were employed with 404 respondents to understand the negative valences of customer engagement behaviour in response to unfavourable service experiences within an emerging market context. A typology of NCE behaviours was subsequently developed. Neglect was conceptualised as disengaged behaviour while complaining that seeks redress from the service provider, aggression, online complaining, third-party complaining, switching to another service provider and negative word-of-mouth were conceptualised as negatively engaged behaviour. These behaviours were not found to occur in isolation, but rather occurred within a broader developmental process of NCE. Understanding how the process of NCE occurs enables management to develop proactive management strategies to counter it.