This document discusses a study examining how customer engagement behaviors are influenced by service convenience, fairness, and quality. The study classified customer engagement behaviors into behaviors directed at the firm/employees and other customers. It hypothesized that perceived service convenience, fairness, and quality would positively impact word-of-mouth referrals, customer help for the company, and customer help for other customers. The results found service convenience and fairness significantly positively influenced all three behaviors, while service quality only positively impacted word-of-mouth.

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

3. Name: 1- Sanjit Kumar Roy. 2- Tom Chend
Address: The University of Western Australia.

4. Customer engagement behaviors (CEBs) are becoming important to
increase firm’s profitability. More and more firms are beginning to
pay attention to CEBs as a strategic imperative that leads to
sustainable competitive advantage. According to a report
(Forrester, 2016) the majority of participating firms are in the
process (52%) of connecting various engagement points across the
entire customer journey.

5.  Customer engagement is a business communication
connection between consumer and an organization/company
or brand through various channels. The term can also be used
to define customer-to-customer correspondence regarding a
communication, product, service or brand.

6. DV => Customer engagement behaviors (CEBs)
IV=> Motivational drivers of CEBs.
1. Service convenience.
2. Service quality.
3. Perceived fairness.
CEBs depend on the type of resources
(money, time and effort)

7. Based on the review of literature, we classify CEBs into
two broad categories which are
(i) CEBs directed toward the firm and its employees.
(ii) CEBs directed toward other customers of the firm.
Specifically, we consider three forms of CEB i.e.
1. positive word-of-mouth.
2. Customer helping company behavior.
3. Customer helping customers behavior.

8. Customer
Engagement
Behavior
Perceived
Quality
Perceived
fairness
Service
convenience
Words-of-
Mouth
Customer
helping
Customer
Customer
helping
company

9. A variable which is being affected by other
variables.
 Customer engagement behaviors is playing a
role as a dependent behaviour.

10.  Independent variables of this article are as
follows.
1. Perceived Quality.
2. Service convenience.
3. Perceived fairness.

11. Perceived quality can be defined as the
customer's perception of the overall quality or
superiority of a product or service with respect to
its intended purpose, relative to alternatives.
Perceived quality is, first, perception by
customers.

12. Service convenience is defined as
“time and effort saved
by customers while
purchasing and using
a service.

13.  It is the difference between customer
expectations of the service and perceived
service.
◦ When expectations are ≥ performance then
perceived quality customer is satisfied.

14.  Thus, perceptions of fairness include the procedures/means by
which the resources are allocated/accomplished.

15.  Literature suggests that superior service quality is perceived as pro-
social behavior by customers, which improves firm-customer
relationships by creating positive affect among customers and
increasing the level of their trust and commitment towards firms.
 Today, customers experience a perceived shortage of time and
effort are looking for ways to balance their various activities.
 Customer engagement studies treat these relationship quality
variables as motivational drivers.

16. 1. Service convenience has significance impact on CEBs (word-of-
mouth, customer helping company and customer helping
customers).
2. Service quality has significance impact on CEBs (word-of-
mouth, customer helping customers and customer helping
company).
3. Perceived service fairness has significance impact on CEBs
(word-of-mouth, customer helping customers, and customer
helping company).

17.  The proposed hypotheses were tested and the results indicate that service
convenience and service fairness make a significant positive contribution with
statistically significant β’s (t-values> 1.96, p < 0.01) to all three customer engagement
behavior constructs (word-of-mouth, customer helping customers, and customer
helping company).
 On the other hand, service quality has a positive and significant direct effect only on
word-of-mouth (β=0.09, t-value =1.92). For customer helping customers, the
relationship is positive but not significant, whereas, for customer helping company,
the relationship is significant but, surprisingly, negative.

18.  First, the study was conducted in a single country and customer was
limited.
 Future study should explore these findings in other contexts
characterized by high firm customer interactions, such as restaurants
and entertainment parks.
 Future studies should explore the role of various engagement platforms
used by firms in eliciting CEBs. The type of channel used by customers
determines the level of firm-customer interactions, which in turn may
influence the results obtained in this study.
 Study focuses on CEBs that are beneficial for the firm.