Purpose: Despite recognition that organizations operate in interrelated service systems, extant literature has focused strongly on dyadic engagement relationships (e.g. customer-to-brand). Taking into account the multiple engagement foci that exist within a service system, the purpose of this...

Purpose Customer engagement is of critical interest to both academics and practitioners. Extant literature focusses primarily on customer engagement with a single focal object, usually brands; this study takes another view to consider customer engagement with multiple focal objects (service...