Customer brand engagement during service lockdown
ISSN: 0887-6045
Article publication date: 27 October 2020
Issue publication date: 5 April 2021
Abstract
Purpose
While the customer brand engagement (CBE) research has advanced important insight, most studies to date explore CBE under regular, free-market conditions, yielding an important knowledge gap regarding its manifestation under less regular conditions, including disaster/pandemics. This study, therefore, aims to explore CBE with essential/non-essential service during COVID-19-prompted citizen lockdown.
Design/methodology/approach
Based on a review, the authors develop a framework of lockdown-based CBE with essential/non-essential service interactions, which are conceptualized by their respective capacity to meet differing needs in Maslow’s hierarchy. The authors view lockdown-based essential/non-essential service interactions to differentially impact CBE, as summarized in a set of propositions.
Findings
The framework depicts lockdown-based essential/non-essential service interactions and their respective impact on CBE. The authors propose two essential service modes (i.e. socially distant/platform-mediated interactions) and two non-essential service modes (i.e. service closure/platform-mediated interactions), which the authors hypothesize to differently affect CBE. Moreover, the authors view the associations between our lockdown-based service modes and CBE to be moderated by customers’ regulatory focus (i.e. promotion/prevention), as formalized in the propositions.
Research limitations/implications
Given the authors’ focus on lockdown-based CBE, this paper adds unique insight to the literature. It also raises ample opportunities for further study, as outlined.
Practical implications
This study yields important managerial implications, including the suggested adoption of differing tactics/strategies to leverage promotion/prevention-focused customers’ brand engagement during lockdown.
Originality/value
By exploring the effects of lockdown-based essential/non-essential service modes on promotion/prevention-focused customers’ brand engagement, this paper adds novel insight.
Keywords
Citation
Hollebeek, L.D., Smith, D.L.G., Kasabov, E., Hammedi, W., Warlow, A. and Clark, M.K. (2021), "Customer brand engagement during service lockdown", Journal of Services Marketing, Vol. 35 No. 2, pp. 201-209. https://doi.org/10.1108/JSM-05-2020-0199
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited