Customer versus Member Engagement: Does Mutuality Matter?

Tim Mazzarol, Geoff Soutar, Sophie Reboud, Delwyn Clark

Research output: Chapter in Book/Conference paperConference paper


Customer or Consumer Engagement (CE) is recognised as important to the co-creation of value within the customer experience process, particularly for service firms. Co-operative and mutual enterprises (CMEs), are service firms that differentiate from investor owned firms (IOFs), due to their mutual ownership and democratic governance. This study drew on a large sample of 856 respondents divided evenly between customers of IOFs and members of CMEs. CE was measured in relation to active, attention, co-development, enthusiasm and interaction, with loyalty (intent) and word of mouth (WOM) as dependent variables. CME members were found to be more engaged that the IOF customers, with enthusiasm and attention as the best predictors of both WOM and intent. However, both groups were equal in relation to their intent and WOM outcomes. Finding suggest that both C Es and IOFs should focus on CE, particularly the IOFs as their customers seem less engaged.
Original languageEnglish
Title of host publicationProceedings of ANZMAC Conference 2019
EditorsJames E Richard, Djavlonbek Kadirov
Place of PublicationWellington
PublisherAustralia and New Zealand Marketing Academy Conference
Publication statusPublished - Mar 2020
EventANZMAC Conference 2019. Winds of Change - Wellington, New Zealand
Duration: 2 Dec 20194 Dec 2019


ConferenceANZMAC Conference 2019. Winds of Change
CountryNew Zealand
Internet address

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