The Journal of Marketing Theory and Practice· 2012Q1
Customer Engagement: Exploring Customer Relationships Beyond Purchase
- 2,021citations
- Q1SCImago
- 2012year
Short summary
Customer engagement (CE) is defined as an individual's intensity of participation and connection with an organization's offerings or activities, encompassing cognitive, emotional, behavioral, and social elements.
AI-generated from the title and abstract; the full text is not read.
Key points
- Customer engagement (CE) is the intensity of participation and connection with an organization's offerings/activities.
- CE is composed of cognitive, emotional, behavioral, and social elements.
- Customer involvement acts as an antecedent to CE.
- Potential consequences of CE include value, trust, commitment, word of mouth, loyalty, and brand community involvement.
AI-generated from the title and abstract; the full text is not read.
Abstract
Using qualitative studies involving executives and customers, this study explores the nature and scope of customer engagement (CE), which is a vital component of relationship marketing. We define CE as the intensity of an individual's participation in and connection with an organization's offerings and/or organizational activities, which either the customer or the organization initiate. We argue that it is composed of cognitive, emotional, behavioral, and social elements. Finally, we offer a model of CE, in which the participation and involvement of current or potential customers serve as antecedents of CE, while value, trust, affective commitment, word of mouth, loyalty, and brand community involvement are potential consequences.
The authors' abstract, as published at the source. The Journal of Marketing Theory and Practice, 2012 · DOI ↗
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Field: Organizational Behavior and Human Resource Management
Organizational Behavior and Human Resource ManagementBusiness, Management and Accounting