Determinants of disengagement and negative customer engagement behaviour: expectancy disconfirmation and justice perspectives

Abstract

Purpose This study aims to identify the determinants of customer disengagement (CD) and negative customer engagement (NCE) behaviours following service failure. Design/methodology/approach This study distributed a survey on negative service experiences to 404 customers in Vietnam and analysed the data using structural equation modelling. Findings Based on the findings, this paper developed a comprehensive model of the determinants of CD and NCE behaviours. CD manifests as “neglect”, while NCE manifests as vindictive, third-party and online complaints and negative word of mouth. The key drivers of CD and NCE are negative expectancy disconfirmation and perceived injustice, mediated by customer outrage. A novel finding is that self-efficacy and risk-taking traits enhance NCE behaviours. Vietnamese customers tend to adopt less confrontational NCE behaviours. Practical implications The findings provide brand managers with insights into unfavourable customer responses to service failure, including CD and NCE behaviours. Customers in Vietnam were predominantly found to disengage. Fulfilling the firm’s promises and treating customers fairly are paramount for preventing customer outrage, CD and NCE. Originality/value This study identifies the determinants of CD and NCE, namely, disconfirmation of service quality expectations and perceived injustice, in the context of an emerging market.