The effect of resource type and regulatory focus on customer engagement behavior: A self-concept perspective?

Although there are many recent studies explore the antecedents of customer engagement behavior (CEB), few empirical studies have explored the mechanisms that connect these antecedents to CEB. Based on self-schema theory, this research uses experiment and investigation methods to explore the influence of the type of customer-invested resource (time vs. money) and customers´ regulatory focus (promotion-focused vs. prevention-focused) on CEB and the mechanisms that underlying this process. The results of two empirical studies show that promotion-focused customers initiate more recommendation and complaint behaviors when the amount of time (vs. money) spent in the shopping experience is emphasized, whereas this effect does not exist for prevention-focused customers. A self-concept connection mediates the moderating role of regulatory focus in the relationship between types of resources and recommendation, whereas this mediating role of self-concept connection does not exist in complaint. In summary, the influence of customer-invested resources on CEB varies according to a customer´s regulatory focus.