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

doi:10.1007/978-3-319-47331-4_99

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

Department of Management, Marketing and Information Systems

Research output: Chapter in book/report/conference proceeding › Chapter › peer-review

2 Citations (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 language	English
Title of host publication	Marketing at the Confluence between Entertainment and Analytics
Subtitle of host publication	Proceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress
Editors	Patricia Rossi
Place of Publication	Cham
Publisher	Springer
Pages	525-536
Number of pages	12
Edition	1st
ISBN (Electronic)	9783319473314
ISBN (Print)	9783319473307, 9783319837130
DOIs	https://doi.org/10.1007/978-3-319-47331-4_99
Publication status	Published - 29 Apr 2017
Event	19th Annual Academy of Marketing Science World Marketing Congress, AMS WMC 2016 - Paris, France Duration: 19 Jul 2016 → 23 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

Name	Developments in Marketing Science: Proceedings of the Academy of Marketing Science
Publisher	Springer
ISSN (Print)	2363-6165
ISSN (Electronic)	2363-6173

Conference

Conference	19th Annual Academy of Marketing Science World Marketing Congress, AMS WMC 2016
Country/Territory	France
City	Paris
Period	19/07/16 → 23/07/16
Internet address	https://link.springer.com/book/10.1007/978-3-319-47331-4 https://academy-of-marketing-science.squarespace.com/past-conferences

User-Defined Keywords

Customer engagement
Expectation
Performance
Disconfirmation
Personal identity

Access to Document

10.1007/978-3-319-47331-4_99

Cite this

Siu, N. Y.-M., Kwan, H.-Y., Wong, H., & Zhang, T. J.-F. (2017). Enhancing Positive Disconfirmation and Personal Identity Through Customer Engagement in Cultural Consumption. In P. Rossi (Ed.), Marketing at the Confluence between Entertainment and Analytics: Proceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress (1st ed., pp. 525-536). (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). Springer. https://doi.org/10.1007/978-3-319-47331-4_99

Siu, Noel Yee-Man ; Kwan, Ho-Yan ; Wong, Huen et al. / Enhancing Positive Disconfirmation and Personal Identity Through Customer Engagement in Cultural Consumption. Marketing at the Confluence between Entertainment and Analytics: Proceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress. editor / Patricia Rossi. 1st. ed. Cham : Springer, 2017. pp. 525-536 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

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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{\textquoteright}s perceived expectations and performance, and it subsequently leads to disconfirmation. Results also show that customer{\textquoteright}s personal identity can be achieved by higher levels of positive disconfirmation.",

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Siu, NY-M, Kwan, H-Y, Wong, H & Zhang, TJ-F 2017, Enhancing Positive Disconfirmation and Personal Identity Through Customer Engagement in Cultural Consumption. in P Rossi (ed.), Marketing at the Confluence between Entertainment and Analytics: Proceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress. 1st edn, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer, Cham, pp. 525-536, 19th Annual Academy of Marketing Science World Marketing Congress, AMS WMC 2016, Paris, France, 19/07/16. https://doi.org/10.1007/978-3-319-47331-4_99

Enhancing Positive Disconfirmation and Personal Identity Through Customer Engagement in Cultural Consumption. / Siu, Noel Yee-Man; Kwan, Ho-Yan; Wong, Huen et al.
Marketing at the Confluence between Entertainment and Analytics: Proceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress. ed. / Patricia Rossi. 1st. ed. Cham: Springer, 2017. p. 525-536 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Chapter in book/report/conference proceeding › Chapter › peer-review

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T1 - Enhancing Positive Disconfirmation and Personal Identity Through Customer Engagement in Cultural Consumption

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AB - 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.

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Siu NYM, Kwan HY, Wong H, Zhang TJF. Enhancing Positive Disconfirmation and Personal Identity Through Customer Engagement in Cultural Consumption. In Rossi P, editor, Marketing at the Confluence between Entertainment and Analytics: Proceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress. 1st ed. Cham: Springer. 2017. p. 525-536. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). doi: 10.1007/978-3-319-47331-4_99

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

Abstract

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