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Conceptualizing negative customer engagement: scale development and validation
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DOI：10.1080/02642069.2026.2677655.png)
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Abstract
En 中文
Despite the growing significance of negative customer engagement (NCE), existing measurement approaches remain limited in conceptual grounding and multidimensional coverage. This study develops and validates a multidimensional scale for NCE, encompassing negative attention, negative beliefs, negative affect, and negative behavioral intention. NCE is conceptualized as a reflective-formative, higher-order construct. Initial items were generated through a systematic literature review and semi-structured interviews. After preliminary testing, the instrument was administered to a large sample and refined through exploratory and confirmatory factor analyses, yielding a psychometrically sound 17-item scale. Nomological validity was supported by a significant positive relationship between NCE and negative word-of-mouth (WOM). The multidimensionality of the scale enables researchers and managers to identify diverse patterns of customer negativity and to design targeted intervention strategies. This study advances engagement theory by conceptualizing NCE as a complex, multi-dimensional construct, and addresses previous measurement limitations through a systematic development and validation process.
Keywords:
negative customer engagement scale
negative attention
negative beliefs
negative affect
negative behavioral intention
负面顾客参与量表；负面关注；负面信念；负面情感；负面行为意图
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