Author(s): Satish Chandra Ojha, Teena Bharti, Reetu Singh and Urvashi Baronia
Purpose:-As businesses seek more efficient customer relations, researchers are working to identify the phenomenon of customer engagement using empirical methods. This study aims to explore the multidimensional nature of customer engagement by revisiting the psychometric properties of Vivek et al. (2014) scale. Design/methodology/approach:-This study used an online survey method to administer the responses and the data comprises of 445 millennials using online shopping services. We used factor and item analysis along with reliability and validity statistics by using SPSS 24.0 to confirm the factor structure of customer engagement. Findings:- The results revealed that a 3-factor model is an apt fit for assessing the customer engagement levels in millennials. Originality/value:- This research contributes to the customer engagement theory and demands to explore the negative engagement of customers which has been overlooked in the existing research.