Enhancing Positive Disconfirmation and Personal Identity Through Customer Engagement in Cultural Consumption

Noel Yee-Man Siu, Ho-Yan Kwan, Huen Wong, Tracy Jun-Feng Zhang

Research output: Chapter in book/report/conference proceedingChapterpeer-review

1 Citation (Scopus)

Abstract

Based on the expectancy-disconfirmation theory, the linkage between disconfirmation and satisfaction has been discussed for decades. Customer engagement has emerged as significant research area due to its role in enhancing competitive corporate advantage. Nevertheless, little is known about the role of customer engagement in explaining disconfirmation and personal identity. Using museums as a research context, this research extends the literature by investigating the role of customer engagement in disconfirmation model. Using a sample of 465 museum visitors, the research findings indicate that both knowledge and entertainment expectations of customers determine their perceived knowledge and entertainment performance of cultural organizations interchangeably. Further, customer engagement is found to be affected by customer’s perceived expectations and performance, and it subsequently leads to disconfirmation. Results also show that customer’s personal identity can be achieved by higher levels of positive disconfirmation.
Original languageEnglish
Title of host publicationMarketing at the Confluence between Entertainment and Analytics
Subtitle of host publicationProceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress
EditorsPatricia Rossi
Place of PublicationCham
PublisherSpringer
Pages525-536
Number of pages12
Edition1st
ISBN (Electronic)9783319473314
ISBN (Print)9783319473307, 9783319837130
DOIs
Publication statusPublished - 29 Apr 2017
Event19th Annual Academy of Marketing Science World Marketing Congress, AMS WMC 2016 - Paris, France
Duration: 19 Jul 201623 Jul 2016
https://link.springer.com/book/10.1007/978-3-319-47331-4
https://academy-of-marketing-science.squarespace.com/past-conferences

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
PublisherSpringer
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

Conference

Conference19th Annual Academy of Marketing Science World Marketing Congress, AMS WMC 2016
Country/TerritoryFrance
CityParis
Period19/07/1623/07/16
Internet address

User-Defined Keywords

  • Customer engagement
  • Expectation
  • Performance
  • Disconfirmation
  • Personal identity

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