Customer engagement
Searched over 200M research papers for "customer engagement"
Summary
10 papers analyzed
These studies suggest that customer engagement is a multifaceted concept involving emotional connectedness, behavioral manifestations beyond transactions, and interactive experiences that enhance satisfaction, loyalty, and firm performance.
Not a yes or no question
To use the Consensus Meter, try asking a simple yes or no question
Research summarized with Copilot
Beta19 papers analyzed
Introduction
Customer engagement (CE) has become a critical focus in the marketing discipline, reflecting the evolving dynamics of customer-firm interactions. It encompasses a range of behaviors and emotional connections that go beyond mere transactions, influencing customer satisfaction, loyalty, and overall firm performance.
Key Insights
-
Definition and Conceptualization of Customer Engagement:
- CE is defined as a behavioral manifestation toward a brand or firm that extends beyond transactions, involving both direct and indirect contributions .
- It includes cognitive, emotional, behavioral, and social elements, highlighting the intensity of participation and connection with an organization's offerings.
-
Antecedents of Customer Engagement:
- Satisfaction, positive emotions, and trust are primary drivers of CE, while commitment is less influential .
- Factors such as convenience, the nature of the firm (B2B vs. B2C), and the type of industry (service vs. product) moderate the relationship between satisfaction and CE .
-
Consequences of Customer Engagement:
- CE significantly impacts firm performance, behavioral intentions, and word-of-mouth activities .
- It enhances service brand evaluation, brand trust, and brand loyalty, particularly in the tourism and hospitality sectors.
-
Customer Engagement Behaviors (CEBs):
- CEBs include a wide range of activities such as word-of-mouth, recommendations, helping other customers, blogging, and writing reviews .
- These behaviors are influenced by motivational drivers and can be managed by firms to maximize their impact over time.
-
Role of Social Media in Customer Engagement:
- Social media platforms, especially Twitter, are effective in driving CE through satisfaction and positive emotions .
- Facebook brand communities can enhance satisfaction and loyalty by offering social, entertainment, and economic benefits.
-
Customer Engagement Ecosystem:
- The CE ecosystem model posits that interactions between brand actions, customer experiences, and behaviors are non-linear and reactive, reflecting the interconnected nature of modern marketing environments.
Conclusion
Customer engagement is a multifaceted concept that extends beyond transactional interactions, encompassing emotional and behavioral dimensions. It is driven by satisfaction, positive emotions, and trust, and significantly influences firm performance and customer loyalty. Social media plays a crucial role in facilitating CE, with platforms like Twitter and Facebook being particularly effective. Understanding and managing CE behaviors can help firms enhance their customer relationships and overall performance.
Sources and full results
Most relevant research papers on this topic
Try another search
How can I use natural light to improve my health and mood?
performance appraisal
Is Glucosamine/Chondroitin (for joint health) safe?
What are the roles of different fatty acids in health, and how can they be balanced in the diet?
What are the ethical considerations in the use of technology for human enhancement?
what is the closest living relative to a dinosaur