Article2012

Customer Engagement: Exploring Customer Relationships Beyond Purchase

Shiri D. Vivek · Sharon E. Beatty · Robert M. Morgan

2,086 citations0/0 files storedThe Journal of Marketing Theory and Practice

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Customer Service Quality and Loyalty Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification

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.

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References

1994The Commitment-Trust Theory of Relationship Marketing 2003Evolving to a New Dominant Logic for Marketing 2025Advances in Consumer Research 2001Job Burnout 2004School Engagement: Potential of the Concept, State of the Evidence 1990PSYCHOLOGICAL CONDITIONS OF PERSONAL ENGAGEMENT AND DISENGAGEMENT AT WORK.2007Service-dominant logic: continuing the evolution 1999Whence Consumer Loyalty?

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2014Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation 2011Consumer engagement in a virtual brand community: An exploratory analysis 2016Customer engagement: the construct, antecedents, and consequences 2018The role of live streaming in building consumer trust and engagement with social commerce sellers 2015Consumer engagement in online brand communities: a social media perspective 2016Toward a theory of customer engagement marketing

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