Why customer disengagement matters

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.