Drivers of Negative Customer Engagement : A quantitative study testing a model of negative customer engagement and its proposed antecedents

Sammanfattning: Abstract Purpose - The purpose of this study is to extend the current understanding of NCE and its antecedents. Design/methodology/approach - A deductive approach was used to confirm the proposed model of NCE using structural equation modeling. Data was collected online using self-selection questionnaires, resulting in 252 responses used in the quantitative analysis. Seven hypotheses were tested in the analysis.  Findings - The primary findings of the study is that perceived injustice acts as an antecedent of cognitive and affective NCE, which in turn drive behavioral NCE. Accordingly, the proposed tri-dimensional framework of NCE, consisting of a cognitive, affective, and behavioral component, was supported. Negative service quality disconfirmation was not supported as an antecedent of NCE.  Originality/value - The originality of the paper lies in the testing of NCE and the proposed drivers as a unique construct, which has not previously been tested in quantitative research.