Disconfirmation driven dual customer engagement and its influence on eWOM in SMEs
(A2026-134052)

AUTHORS

Divya Nambiar, QA HIGHER EDUCATION; Tribikram Budhathoki, Queen Mary University of London

ABSTRACT

The purpose of this study is to investigate the impact of disconfirmation on positive and negative engagement, and how do these engagements influence electronic word of mouth (eWOM) in SMEs. An online survey was administered to Indian consumers, yielding 456 responses through a non-probabilistic convenience sampling, and the data were analysed using structural equation modelling. The study finds that positive and negative customer engagement impact simultaneously as significant drivers of eWOM in the SMEs, with both valences equally influenced by disconfirmation. This highlights that negative engagement is not insignificant but central aspect of customer behaviour, supporting expectancy disconfirmation theory by showing that the gap between expected and actual performance strongly shapes post-purchase interactions. By integrating disconfirmation with dual engagement and behavioural outcome, the study aims to enhance theoretical understanding and offer practical insights.