Customer engagement: the construct, antecedents, and consequences

doi:10.1007/S11747-016-0485-6

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Customer engagement: the construct, antecedents, and consequences

Journal Article•DOI•

Customer engagement: the construct, antecedents, and consequences

Anita Pansari¹, Vikas Kumar¹•Institutions (1)

J. Mack Robinson College of Business¹

01 May 2017-Journal of the Academy of Marketing Science (Springer US)-Vol. 45, Iss: 3, pp 294-311

TL;DR: In this article, the authors highlight the need and develop a framework for customer engagement (CE) by reviewing the marketing literature and analyzing popular press articles, and they develop the theory of engagement, arguing that when a relationship is satisfying and has emotional connectedness, the partners become engaged in their concern for each other.

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Abstract: In this study, we highlight the need and develop a framework for customer engagement (CE) by reviewing the marketing literature and analyzing popular press articles. By understanding the evolution of customer management, we develop the theory of engagement, arguing that when a relationship is satisfying and has emotional connectedness, the partners become engaged in their concern for each other. As a result, the components of customer engagement include both the direct and the indirect contributions of CE. Based on the theoretical support, our proposed framework elaborates on the components of CE as well as the antecedents (satisfaction and emotion) and consequences (tangible and intangible outcomes) of CE. We also discuss how convenience, nature of the firm (B2B vs. B2C), type of industry (service vs. product), value of the brand (high vs. low), and level of involvement (high vs. low) moderate the link between satisfaction and direct contribution, and between emotions and indirect contribution of CE, respectively. Further, we show how customer engagement can be gained and how firm performance can be maximized by discussing relevant strategies.

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Journal Article•DOI•

Toward a theory of customer engagement marketing

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Colleen M. Harmeling¹, Jordan W. Moffett², Mark J. Arnold³, Brad D. Carlson³•Institutions (3)

Florida State University¹, Louisiana State University², Saint Louis University³

01 May 2017-Journal of the Academy of Marketing Science

TL;DR: The effectiveness of engagement marketing arises from the establishment of psychological ownership and self-transformation as discussed by the authors, and the authors provide evidence in support of the derived tenets through case illustrations, as well as a quasi-experimental field test of the central tenet.

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Abstract: Customer engagement marketing—defined as a firm’s deliberate effort to motivate, empower, and measure customer contributions to marketing functions—marks a shift in marketing research and business practice. After defining and differentiating engagement marketing, the authors present a typology of its two primary forms and offer tenets that link specific strategic elements to customer outcomes and thereby firm performance, theorizing that the effectiveness of engagement marketing arises from the establishment of psychological ownership and self-transformation. The authors provide evidence in support of the derived tenets through case illustrations, as well as a quasi-experimental field test of the central tenet of engagement marketing.

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602 citations

Journal Article•DOI•

S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM

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Linda D. Hollebeek¹, Linda D. Hollebeek², Rajendra K. Srivastava³, Tom Chen⁴•Institutions (4)

Saint Petersburg State University¹, Norwegian School of Economics², Indian School of Business³, Northumbria University⁴

01 Jan 2019-Journal of the Academy of Marketing Science

TL;DR: An integrative, S-D logic–informed framework of CE is developed comprising three CE foundational processes, which are required (for customer resource integration), or conducive ( for customer knowledge sharing/learning) CE antecedents.

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Abstract: Research addressing the micro-foundational theoretical entity of customer engagement (CE) has proliferated in recent years. In parallel, the macro-foundational theory of service-dominant (S-D) logic is thriving. While the fit of CE/S-D logic has been recognized, insight into this theoretical interface remains tenuous, as explored in this paper. We develop an integrative, S-D logic–informed framework of CE comprising three CE foundational processes, which are required (for customer resource integration), or conducive (for customer knowledge sharing/learning) CE antecedents. While customer resource integration, in some form, extends to coincide with CE, customer knowledge sharing/learning can also do so. We also identify three CE benefits (customer individual/interpersonal operant resource development, cocreation) as CE consequences, which can also coincide with CE. Deploying the framework, we revise Brodie et al.’s (Journal of Service Research, 14(3), 252–271, 2011) fundamental propositions of CE and apply these to customer relationship management. We conclude with theoretical and managerial implications, followed by future research avenues.

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524 citations

Cites background from "Customer engagement: the construct,..."

...Reflecting contemporary, increasingly dynamic and interactive business environments, the customer engagement (CE) concept has received considerable scholarly attention in the last five to seven years (Pansari and Kumar 2016)....
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...In addition, scant research has focused on customer-level (e.g., lifetime value) or product-market (e.g., market share) performance outcomes of CE (Katsikeas et al. 2016; Pansari and Kumar 2016)....
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..., market share) performance outcomes of CE (Katsikeas et al. 2016; Pansari and Kumar 2016)....
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...Scrutiny of the literature suggests the emergence of several engagement concepts, including “customer engagement” (Pansari and Kumar 2016; Verhoef et al. 2010b), “customer engagement behaviors” (Van Doorn et al....
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...Scrutiny of the literature suggests the emergence of several engagement concepts, including “customer engagement” (Pansari and Kumar 2016; Verhoef et al. 2010b), “customer engagement behaviors” (Van Doorn et al. 2010), “consumer engagement” (Brodie et al. 2013), “consumer brand engagement”…...
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Journal Article•DOI•

Scientific Procedures and Rationales for Systematic Literature Reviews (SPAR‐4‐SLR)

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Justin Paul¹, Justin Paul², Weng Marc Lim³, Aron O'Cass⁴, Andy Wei Hao⁵, Stefano Bresciani⁶ - Show less +2 more•Institutions (6)

Indian Institute of Management Kozhikode¹, University of Puerto Rico², Swinburne University of Technology³, Macquarie University⁴, University of Hartford⁵, University of Turin⁶

15 Apr 2021-International Journal of Consumer Studies

347 citations

Journal Article•DOI•

Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications

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Linda D. Hollebeek¹, Keith Macky²•Institutions (2)

Norwegian School of Economics¹, Manukau Institute of Technology²

01 Feb 2019-Journal of Interactive Marketing

TL;DR: In this article, the authors conceptualize digital content marketing as the creation and dissemination of relevant, valuable brand-related content to current or prospective customers on digital platforms to develop their favorable brand engagement, trust, and relationships.

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327 citations

Journal Article•DOI•

The Conceptual Representation and the Measurement of Psychological Forces

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Paul Schilder

01 May 1940-American Journal of Psychiatry

316 citations

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References

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Open Access

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Journal Article•DOI•

Development and validation of brief measures of positive and negative affect: The PANAS scales.

[...]

David Watson¹, Lee Anna Clark, Auke Tellegen•Institutions (1)

Southern Methodist University¹

30 May 1988-Journal of Personality and Social Psychology

TL;DR: Two 10-item mood scales that comprise the Positive and Negative Affect Schedule (PANAS) are developed and are shown to be highly internally consistent, largely uncorrelated, and stable at appropriate levels over a 2-month time period.

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Abstract: In recent studies of the structure of affect, positive and negative affect have consistently emerged as two dominant and relatively independent dimensions. A number of mood scales have been created to measure these factors; however, many existing measures are inadequate, showing low reliability or poor convergent or discriminant validity. To fill the need for reliable and valid Positive Affect and Negative Affect scales that are also brief and easy to administer, we developed two 10-item mood scales that comprise the Positive and Negative Affect Schedule (PANAS). The scales are shown to be highly internally consistent, largely uncorrelated, and stable at appropriate levels over a 2-month time period. Normative data and factorial and external evidence of convergent and discriminant validity for the scales are also presented.

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34,482 citations

"Customer engagement: the construct,..." refers background in this paper

...Emotions have been classified as positive or negative (Watson et al. 1988)....
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...Positive emotion is an Benergized and alert state of mind,^ and negative emotion is a state of Bdistress or aversive moods^ (Watson et al. 1988)....
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...Effect of emotion on indirect contribution Emotions have been classified as positive or negative (Watson et al. 1988)....
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Journal Article•DOI•

The Commitment-Trust Theory of Relationship Marketing

[...]

Robert Morgan, Shelby D. Hunt¹•Institutions (1)

Texas Tech University¹

01 Jul 1994-Journal of Marketing

TL;DR: Relationship marketing, established, developing, and maintaining successful relational exchanges, constitutes a major shift in marketing theory and practice as mentioned in this paper, after conceptualizing relationship relationships as a set of relationships.

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Abstract: Relationship marketing—establishing, developing, and maintaining successful relational exchanges—constitutes a major shift in marketing theory and practice. After conceptualizing relationship marke...

...read moreread less

19,920 citations

"Customer engagement: the construct,..." refers background in this paper

...The goals of organizations evolved with time, and this transaction-based perspective slowly evolved into relationship marketing (Morgan and Hunt 1994; Berry 1995) in the late 1990s and the early 2000s, where the core objective of firms was to establish positive relationships with customers and…...
[...]
...The definitions of trust and commitment have been established in the literature by Morgan and Hunt (1994), Moorman et al. (1992), and Moorman et al. (1993)....
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...The commitment trust theory (Morgan and Hunt 1994) paved the way for relationship marketing....
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...The goals of organizations evolved with time, and this transaction-based perspective slowly evolved into relationship marketing (Morgan and Hunt 1994; Berry 1995) in the late 1990s and the early 2000s, where the core objective of firms was to establish positive relationships with customers and ensure customer satisfaction and loyalty via better products and services....
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...These long-term relationships should promote efficiency, productivity, and effectiveness (Morgan and Hunt 1994) and also be cooperative....
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Journal Article•DOI•

A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions

[...]

Richard L. Oliver¹•Institutions (1)

Washington University in St. Louis¹

01 Nov 1980-Journal of Marketing Research

TL;DR: In this paper, a model is proposed which expresses consumer satisfaction as a function of expectation and expectancy disconfirmation, in turn, is believed to influence attitude change and purchase i...

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Abstract: A model is proposed which expresses consumer satisfaction as a function of expectation and expectancy disconfirmation. Satisfaction, in turn, is believed to influence attitude change and purchase i...

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11,272 citations

"Customer engagement: the construct,..." refers background in this paper

...It has been regarded as a fundamental determinant of long-term consumer behavior (Oliver 1980; Yi 1990)....
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Journal Article•DOI•

The behavioral consequences of service quality

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Valarie A. Zeithaml, Leonard L. Berry¹, A. Parasuraman²•Institutions (2)

Texas A&M University¹, University of Miami²

01 Apr 1996-Journal of Marketing

TL;DR: In this article, the authors show that service quality relates to retention of customers at the aggregate level, as other research has indicated, and evidence of its impact on customers' behavioral responses should be detectable.

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Abstract: If service quality relates to retention of customers at the aggregate level, as other research has indicated, then evidence of its impact on customers’ behavioral responses should be detectable. Th...

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10,574 citations

"Customer engagement: the construct,..." refers background in this paper

...Other scales for measuring customer loyalty are Bettencourt (1997) and Zeithaml et al. (1996)....
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Journal Article•DOI•

Whence Consumer Loyalty

[...]

Richard L. Oliver¹•Institutions (1)

Vanderbilt University¹

01 Oct 1999-Journal of Marketing

TL;DR: Both practitioners and academics understand that consumer loyalty and satisfaction are linked inextricably. But they also understand that this relation is asymmetric as mentioned in this paper. Although loyal consumers are most...

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Abstract: Both practitioners and academics understand that consumer loyalty and satisfaction are linked inextricably. They also understand that this relation is asymmetric. Although loyal consumers are most ...

...read moreread less

8,021 citations

"Customer engagement: the construct,..." refers background in this paper

...Effect of customer satisfaction on direct contribution Customer satisfaction is an essential indicator of a company’s past, current, and future performance and has therefore been the focus among marketing practitioners and scholars (Oliver 1999)....
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...Customer satisfaction is an essential indicator of a company’s past, current, and future performance and has therefore been the focus among marketing practitioners and scholars (Oliver 1999)....
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