Journal
JOURNAL OF BUSINESS RESEARCH
Volume 92, Issue -, Pages 61-70Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2018.07.017
Keywords
Customer engagement marketing; Relationship marketing; Customer experience; Grounded theory; Strategic decision making framework; Consumer-brand relationships
Categories
Ask authors/readers for more resources
Drawing on social exchange theory (SET), this research explores customer engagement (CE) as a firm-initiated resource. Based on interviews with 41 managers from 34 companies, a five-facet, strategic customer engagement marketing (CEM) decision making framework emerges. CE Conceptualization differentiates between behavioral and psychological engagement. CE Target refers to who is engaged with the firm through CE (end-users or intermediaries such as retailers or distributors). CE Domain distinguishes between online and offline contexts. CE Experiential Routes differentiates absorption (controlled by the firm) from appropriation (controlled or transformed by the customer). Finally, CE Value demarcates customer interactional value from customer multiplier value. The decision options identified for each facet are interrelated and firms are advised to follow an integrative approach to CEM. However, acknowledging SET'S emphasis on cost-benefit ratios and opportunity costs, suggestions for potential moderators to the CEM framework are provided.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available