{"title":"Engaging psychologically or behaviourally? A segmentation of the integrated resort customers","authors":"","doi":"10.1016/j.tmp.2024.101313","DOIUrl":null,"url":null,"abstract":"<div><p>Academic studies that highlight the importance of customer engagement for sustaining organisational success have generally assumed that engaged customers are a homogenous market segment. This study provides an alternative scholarly perspective by reconsidering the multidimensionality of customer engagement and uses cognitive, affective, and behavioural elements to segment customers. A cluster analysis with data from 574 integrated resort customers in Macau, China supports the three-dimensional structure, and additional analyses show that customers can be segmented into <em>totally-engaged</em>, <em>shallowly-engaged</em>, <em>potentially-engaged</em>, and <em>non-engaged</em> groups based on their psychological investment (which consists of cognitive and affective engagements) and behavioural engagement. The findings both address the dimensional structure of customer engagement in the market segmentation context and provide some valuable theoretical and market segment-related managerial implications.</p></div>","PeriodicalId":48141,"journal":{"name":"Tourism Management Perspectives","volume":null,"pages":null},"PeriodicalIF":7.3000,"publicationDate":"2024-09-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Tourism Management Perspectives","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S2211973624000965","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
引用次数: 0
Abstract
Academic studies that highlight the importance of customer engagement for sustaining organisational success have generally assumed that engaged customers are a homogenous market segment. This study provides an alternative scholarly perspective by reconsidering the multidimensionality of customer engagement and uses cognitive, affective, and behavioural elements to segment customers. A cluster analysis with data from 574 integrated resort customers in Macau, China supports the three-dimensional structure, and additional analyses show that customers can be segmented into totally-engaged, shallowly-engaged, potentially-engaged, and non-engaged groups based on their psychological investment (which consists of cognitive and affective engagements) and behavioural engagement. The findings both address the dimensional structure of customer engagement in the market segmentation context and provide some valuable theoretical and market segment-related managerial implications.
期刊介绍：
Tourism Management Perspectives is an interdisciplinary journal that focuses on the planning and management of travel and tourism. It covers topics such as tourist experiences, their consequences for communities, economies, and environments, the creation of image, the shaping of tourist experiences and perceptions, and the management of tourist organizations and destinations. The journal's editorial board consists of experienced international professionals and it shares the board with Tourism Management. The journal covers socio-cultural, technological, planning, and policy aspects of international, national, and regional tourism, as well as specific management studies. It encourages papers that introduce new research methods and critique existing ones in the context of tourism research. The journal publishes empirical research articles and high-quality review articles on important topics and emerging themes that enhance the theoretical and conceptual understanding of key areas within travel and tourism management.
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