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

11.06.2016 | Conceptual/Theoretical Paper

Customer engagement: the construct, antecedents, and consequences

verfasst von: Anita Pansari, V. Kumar

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

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Abstract

In this study, we highlight the need and develop a framework for customer engagement (CE) by reviewing the marketing literature and analyzing popular press articles. By understanding the evolution of customer management, we develop the theory of engagement, arguing that when a relationship is satisfying and has emotional connectedness, the partners become engaged in their concern for each other. As a result, the components of customer engagement include both the direct and the indirect contributions of CE. Based on the theoretical support, our proposed framework elaborates on the components of CE as well as the antecedents (satisfaction and emotion) and consequences (tangible and intangible outcomes) of CE. We also discuss how convenience, nature of the firm (B2B vs. B2C), type of industry (service vs. product), value of the brand (high vs. low), and level of involvement (high vs. low) moderate the link between satisfaction and direct contribution, and between emotions and indirect contribution of CE, respectively. Further, we show how customer engagement can be gained and how firm performance can be maximized by discussing relevant strategies.

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Metadaten
Titel
Customer engagement: the construct, antecedents, and consequences
verfasst von
Anita Pansari
V. Kumar
Publikationsdatum
11.06.2016
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/s11747-016-0485-6

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