Amir Zakaria Consulting Group | Customer Engagement
Customer engagement, customers’ frequent interactions, CE, psychological, transactional motive, transactional motive, customer motivations, customer, marketing, branding, amir zakaria, nazli monajemzadeh, اميرذكريا، نازلي منجم زاده
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Customer Engagement

Customer Engagement

Customer engagement is a buzzword in today’s business landscape. It is a key driver of a firm’s long-term success. Marketers overwhelmingly agree that engaged customers are valuable because, in all likelihood, they will keep coming back to transact business (Gopalakrishnaa et al, 2017).

Customer engagement is a state of mind of being emotionally invested with the focal object (brand or medium), which leads to customers’ frequent interactions with the focal object. While there are several different conceptualizations, researchers’ views agree that customer engagement (CE) is a psychological state that leads to frequent interactions with the focal object (brand or medium) that go beyond transactional motive of merely a purchase. Also, researchers have proposed that engagement leads to several outcomes beyond repurchase, including posting likes, reviews and participation in co-creation of products and services (Brodie et al., 2011a,b; Calder et al., 2009; van Doorn et al., 2010). Scholars have conceptualized engagement as a multidimensional construct (Bowden, 2009b; Calder et al., 2009; Hollebeek, 2011; Mollen and Wilson, 2010) covering cognitive, emotional and behavioral dimensions.

There is a strong body of conceptual literature emerging in the field of customer engagement construct, however the empirical studies where scales have been developed and tested are relatively few (Calder et al., 2013; Hollebeek et al., 2014; Sprott et al., 2009; Vivek et al., 2014; Zheng et al., 2015). Amid the emerging empirical literature, Calder et al. (2013) looked at customer engagement with a focal medium, Hollebeek et al. (2014), and Sprott et al. (2009) investigated engagement with the brand while Zheng et al. (2015) investigated engagement in brand community and social networking sites. A scale developed by Vivek et al. (2014) took a more broad base view at engagement with any focal object ranging from a brand to an organization to a medium where they looked at a three-dimensional view of CE, including conscious attention, enthused participation, and social connection.

Calder et al. (2009) proposed that engagement comes from experiencing a medium in a certain way. They defined an experience as a consumer’s beliefs about how a medium fits into his/her life. Customer experiences could be driven by customer motivations for interactions with the focal object (medium, service/ brand). In the language of measurement models, experiences are first-order constructs while engagement is a second-order construct (Thakur, 2018).

Reference

  • Thakur, R. (2018). “Customer engagement and online reviews “. Journal of Retailing and Consumer Services 41 (2018) 48–59.
  • Bowden, J. (2009a). “Customer engagement: a framework for assessing customer-brand relationships: the case of the restaurant industry”. J. Hosp. Mark. Manag. 18 (6), 574–596.
  • Brodie, R.J., Hollebeek, L.D., Juric, B., Ilic, A. (2011a). “Customer engagement: conceptual domain, fundamental propositions, and implications for research”. J. Serv. Res. 14 (3), 252–271. http://dx.doi.org/10.1177/1094670511411703.
  • Brodie, R.J., Hollebeek, L.D., Jurić, B., Ilić, A. (2011b). “Customer engagement”. J. Serv. Res. 14 (3), 252–271. http://dx.doi.org/10.1177/1094670511411703.
  • Calder, B.J., Isaac, M.S., Malthouse, Edward C. (2013). “Taking the Customer’s Point-of-View: Engagement or Satisfaction?” (No. 13–102). Marketing Science Institute. http://www.msi.org/reports/taking-the-customers-point-of-view-engagement-orsatisfaction-1/.
  • Calder, B.J., Malthouse, E.C., Schaedel, U. (2009). “An experimental study of the relationship between online engagement and advertising effectiveness”. J. Interact. Mark. 23 (4), 321–331. http://dx.doi.org/10.1016/j.intmar.2009.07.002.
  • Gopalakrishnaa, S., Malthouse, E.C., Lawrence,M. (2017). “Managing customer engagement at trade shows”. Industrial Marketing Management.
  • Hollebeek, L.D. (2011). “Demystifying customer brand engagement: exploring the loyalty nexus”. J. Mark. Manag. 27 (7–8), 785–807. http://dx.doi.org/10.1080/0267257X. 2010.500132.
  • Hollebeek, L.D., Glynn, M.S., Brodie, R.J. (2014). “Consumer brand engagement in social media: conceptualization, scale development and validation”. J. Interact. Mark. 28 (2), 149–165. http://dx.doi.org/10.1016/j.intmar.2013.12.002.
  • Mollen, A., Wilson, H. (2010). “Engagement, telepresence and interactivity in online consumer experience: reconciling scholastic and managerial perspectives”. J. Bus. Res. 63 (9–10), 919–925. http://dx.doi.org/10.1016/j.jbusres.2009.05.014.
  • Sprott, D., Czellar, S., Spangenberg, E. (2009). “The importance of a general measure of brand engagement on market behavior: development and validation of a scale”. J. Mark. Res. 46 (1), 92–104. http://dx.doi.org/10.1509/jmkr.46.1.92.
  • Van Doorn, J., Lemon, K.N., Mittal, V., Nass, S., Pick, D., Pirner, P., Verhoef, P.C. (2010). “Customer engagement behavior: theoretical foundations and research directions”. J. Serv. Res. 13 (3), 253–266. http://dx.doi.org/10.1177/1094670510375599.
  • Vivek, S.D., Beatty, S.E., Dalela, V., Morgan, R.M. (2014). “A generalized multidimensional scale for measuring customer engagement”. J. Mark. Theory Pract. 22 (4), 401–420.
  • Zheng, X., Cheung, C.M.K., Lee, M.K.O., Liang, L. (2015). “Building brand loyalty through user engagement in online brand communities in social networking sites”. Inf. Technol. People 28 (1), 90–106.

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