Customer Engagement

Journal of Service Research (Impact Factor: 2.73). 09/2011; 14(3). DOI: 10.1177/1094670511411703


In today's highly dynamic and interactive business environment, the role of ''customer engagement'' (CE) in cocreating customer experience and value is receiving increasing attention from business practitioners and academics alike. Despite this interest, sys-tematic scholarly inquiry into the concept and its conceptual distinctiveness from other, associated relational concepts has been limited to date. This article explores the theoretical foundations of CE by drawing on relationship marketing theory and the service-dominant (S-D) logic. The analysis also examines the use of the term ''engagement'' in the social science, management, and marketing academic literatures, as well as in specific business practice applications. Five fundamental propositions (FPs) derived from this analysis are used to develop a general definition of CE, and distinguish the concept from other relational con-cepts, including ''participation'' and ''involvement.'' The five propositions are used in the development of a framework for future research, the undertaking of which would facilitate the subsequent refinement of the conceptual domain of CE. Overall, CE, based on its relational foundations of interactive experience and the cocreation of value, is shown to represent an important concept for research in marketing and service management.

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Article: Customer Engagement

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    • "Coproduction is thus one component of value cocreation (Lusch and Vargo 2006; McColl-Kennedy et al. 2012). Customer EVCA which is driven by the expected outcome or value proposition and is represented by a hierarchy of customer activities can also be differentiated from customer engagement which represents a consumer's motivational state relative to a focal engagement object such as civic, work, or brand engagement (Brodie et al. 2011). "
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    ABSTRACT: Transformative service research is particularly relevant in health care where the firm and customer can contribute to individual as well as societal well-being. This article explores customer value cocreation in health care, identifying a hierarchy of activities representing varying levels of customer effort from complying with basic requirements (less effort and easier tasks) to extensive decision making (more effort and more difficult tasks). We define customer Effort in Value Cocreation Activities (EVCA) as the degree of effort that customers exert to integrate resources, through a range of activities of varying levels of perceived difficulty. Our findings underscore the importance of viewing health care service as taking place within the customer’s service network that extends well beyond the customer-firm dyad to include other market-facing as well as public and private resources. Moreover, we demonstrate the transformative potential of customer EVCA linking customer EVCA to quality of life, satisfaction with service and behavioral intentions. We do so across three prevalent chronic diseases—cancer, heart disease, and diabetes. Our findings highlight how an integrated care model has benefits for both customers and providers and can enhance customer EVCA.
    Full-text · Article · Aug 2015 · Journal of Service Research
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    • "These individuals will become involved in discussions about the topics, whether they occur in the classroom or in other environments. Furthermore, it has been argued that the social dimension of the relationship between the individual and the object is a determining factor for the occurrence of engagement phenomena and service providers should be concerned with fostering inter-customer interaction opportunities (Libai et al., 2010; Brodie et al., 2011), as professors should foster inter-student interactions opportunities. "
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    DESCRIPTION: Engagement has become a popular topic in marketing research and practice. The present study focuses on higher education as a propitious context for the assessment of engagement phenomena and tests two sets of constructs as predictors of student engagement with a course. One set is conceptually grounded on the Social Influence Theory (SIT), whilst the other is grounded on the locus of control concept. We conducted surveys in higher education institutions and used structural equation modelling for the analysis. Results suggest that social influence constructs are stronger predictors compared to locus of control constructs. We discuss the results along with implications. (This is the final proof version of the article, final version is available at
    Full-text · Research · Jul 2015
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    • "Vivek, Beatty, and Morgan (2010) placed psychological engagement as a core component of relationship marketing. Recent conceptual work on psychological engagement goes further (e.g., Brodie et al., 2011, 2013), situating the concept as the engine room driving the formation of meaningful relationships between consumers and brands, communities of consumers (e.g., Hatch & Schultz, 2010) and brands and stakeholders. Yoshida, Gordon, Nakazawa, and Biscaia (2014) note that engagement has been defined as a multidimensional construct that can comprise cognitive, affective and behavioural elements. "
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