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Erschienen in:
2015 | OriginalPaper | Buchkapitel
The Price of Customer Engagement: How Substitution in Online Services Leads to Decreasing Revenues
verfasst von : Jerry Lindholm, Maurits Kaptein, Petri Parvinen
Erschienen in: Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…
Verlag: Springer International Publishing
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Customer engagement in online communities seems to be key to building a successful online business. We show that while at an aggregated level customer activity and customer spending are indeed positively related, the contrary is the case at an individual level: Customer engagement in online communities substitutes spending. Substitution effects emerging from reveling can explain this empirical finding: Customers satisfy their needs for products or services by experiencing them online without purchasing them. These findings suggest that marketers should be cautious about actively increasing online customer engagement.