A multilevel analysis of customer engagement, its antecedents, and the effects on service innovation

Abstract

The present study aims to investigate the factors at both organisational and individual levels influencing customer engagements and the effects of customer engagements on service innovation and business performance. A research model of customer engagement was proposed, and a field survey of insurance companies in Taiwan was conducted; 303 usable questionnaires were collected from 50 insurance/insurance brokerage companies. A multilevel analysis approach was adopted on both the individual and the organisational levels. We found that customer rapport and sales representative integrity enhance customer engagement at the individual level and organisational support for product/service promotion and the use of information technology systems improve customer engagement at the organisational level. Service innovation fully mediates the impact of aggregate customer engagement on business performance. This study not only advances the academic research on customer engagement but also provides a blueprint for service companies to design and improve their customer engagement activities.

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