Why customer disengagement matters:A theoretical conceptualization on the interrelations of customer engagement and customer disengagement

Bachelor Thesis from the year 2016 in the subject Business economics - General, grade: 1.3 (sehr gut), University of Bayreuth, language: English, abstract: Recently, plenty of research was conducted on engagement - more particularly on enhancing Customer Engagement (CE). The flip side of CE, namely Customer Disengagement (CDE), seems to be uncharted. Thus, this thesis elaborates a working definition on CDE. This includes the interrelation of CE and CDE. According to this paper, CDE is described as a psychological process that can cause the state of complete detachment from a Brand or Service (B/S). CDE could have behavioural outcomes in terms of Negative Customer Engagement (NCE). Additionally, it interrelates with former CE levels and varies across contexts. CDE is supposed to be a promising research field.