Customer engagement behavior: Scale development and validation

Although there are some relevant researches on customer engagement behaviors, most of them are descriptive, without empirical study. Our purpose is to develop a validate scale for it. Based on Service-dominant Logic and Value Co-creation theory, we defined definition of CEB. We carried out four studies to developed the scale fowling the procedure Hinkin proposed. The Scale of CEB we developed is well reliable and validate. It enriched the theory of customer management and offers a measurement for empirical researches.