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Journal of the Academy of Marketing Science

Erschienen in:

18.01.2017 | Editorial

Executing on a customer engagement strategy

verfasst von: Rajkumar Venkatesan

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 3/2017

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The relationships between a firm and its customers are ever evolving, with growing opportunities to connect to other customers and firms through social media and mobile devices. Increased competition and advances in technology that are reducing barriers to entry have motivated firms to adopt several strategies to build a deeper level of attachment with their customers. Such a strategy is now termed as “customer engagement.” Reflective of the trend toward customer engagement, this special issue on “Understanding and Managing Customer Engagement through Customer Relationship Management” presents a set of studies that lay the foundations of a new literature that I believe is poised to grow in importance and impact. These papers provide definitions of customer engagement and develop theoretical frameworks that identify the drivers and consequences of customer engagement (Pansari and Kumar 2017; Harmeling et al. 2017; Homburg et al. 2017). …

Nächster Artikel Customer engagement: the construct, antecedents, and consequences

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https://www.amazon.com/gp/help/customer/display.html?nodeId=201062980

https://affiliate-program.amazon.com

https://www.mturk.com/mturk/welcome

http://www.gallup.com/services/169331/customer-engagement.aspx

2016 Convero customer engagement study; https://sessioncam.com/customer-engagement-stats-2016/

The ideas presented here are adapted from Venkatesan et al. (2016).

Harmeling, C., Moffett, J. W., Arnold, M. J., & Carlson, B. D. (2017). Toward a theory of customer engagement marketing. Journal of Academy of Marketing Science, 45(3). doi:10.1007/s11747-016-0509-2.

Holt, D. B. (2004). How brands become icons: the principles of cultural branding. Boston: Harvard Business Press.

Hollebeek, L. D., Shrivastava, R. K., & Chen, T. (2017). S-D logic-informed customer engagement: integrative framework, revised fundamental proposition, and application to CRM. Journal of Academy of Marketing Science, 45(3). doi:10.1007/s11747-016-0494-5.

Homburg, C., Jozié D., & Kuehnl, C. (2017). Customer experience management: toward implementing na evolving marketing concept. Journal of Academy of Marketing Science, 45(3). doi:10.1007/s11747-015-0460-7.

Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., & Tillmanns, S. (2010). Undervalued or overvalued customers: capturing total customer engagement value. Journal of Service Research, 13(3), 297–310.CrossRef

Kumar, V., & Pansari, A. (2016). Competitive advantage through engagement. Journal of Marketing Research, 15, 497–514.

Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, forthcoming.

Menguc, B., Auh, S., Yeniaras, V., & Katsikeas, C. S. (2017). The role of supportive and hindering service climate: implications for service employee engagement. Journal of Academy of Marketing Science, 45(3).

Pandya, S. S., & Venkatesan, R. (2016). French roast: consumer response to international conflict—evidence from supermarket scanner data. Review of Economics and Statistics, 98(1), 42–56.CrossRef

Pansari, A., & Kumar, V. (2017). Customer engagement: the construct, antecedents, and consequences. Journal of Academy of Marketing Science, 45(3). doi:10.1007/s11747-016-0485-6.

Venkatesan, R., Petersen, A., & Guissoni, L. (2016). Could shopper marketing improve customer engagement. Working Paper.

Titel: Executing on a customer engagement strategy
verfasst von: Rajkumar Venkatesan
Publikationsdatum: 18.01.2017
Verlag: Springer US
Erschienen in: Journal of the Academy of Marketing Science / Ausgabe 3/2017
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI: https://doi.org/10.1007/s11747-016-0513-6

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Customer engagement: the construct, antecedents, and consequences

Toward a theory of customer engagement marketing