摘要 : Most research in the field of customer engagement employs multi-item measures that are comceptualised as three-dimensional and reflective models. This leaves room to suggest an alternative approach for defining and operationalisin... 展开 Most research in the field of customer engagement employs multi-item measures that are comceptualised as three-dimensional and reflective models. This leaves room to suggest an alternative approach for defining and operationalising the construct. From a behavioural standpoint, we propose a higher-order formative measurement model (FMM) underlying customer engagement behaviours (CEBs) in the context of Facebook fan pages. Data from 259 restaurant customers show that the FMM works well, both theoretically and empirically, and that CEBs include eight dimensions and 16 indices. We also apply text mining (TM) techniques to analyse customers' Facebook posts. The findings indicate that some dimensions identified by the FMM could not be extracted using TM, and the TM analysis provided clues regarding the FMM indices; the two approaches complement rather than compete with each other. These results serve as a basis for scale development in future research, and provide guidelines for managers to enhance long-term customer relationships. 收起