Customer Engagement Behavior: Theoretical Foundations and Research Directions

Journal of Service Research 13(3), August, 253-266, (2010)

15 Pages Posted: 15 Oct 2013  

Jenny van Doorn

University of Groningen - Faculty of Economics and Business

Katherine N. Lemon

Boston College - Department of Marketing

Vikas Mittal

Rice University

Doreen Pick

Free University of Berlin (FUB)

Peter Pirner

TNS Infratest

Peter C. Verhoef

University of Groningen - Department of Marketing & Marketing Research

Date Written: August 11, 2010

Abstract

This article develops and discusses the concept of customer engagement behaviors (CEB), which we define as the customers’ behavioral manifestation toward a brand or firm, beyond purchase, resulting from motivational drivers. CEBs include a vast array of behaviors including word-of-mouth (WOM) activity, recommendations, helping other customers, blogging, writing reviews, and even engaging in legal action. The authors develop a conceptual model of the antecedents and consequences — customer, firm, and societal — of CEBs. The authors suggest that firms can manage CEBs by taking a more integrative and comprehensive approach that acknowledges their evolution and impact over time.

Keywords: customer engagement, customer loyalty, cocreation, services marketing

Suggested Citation

van Doorn, Jenny and Lemon, Katherine N. and Mittal, Vikas and Pick, Doreen and Pirner, Peter and Verhoef, Peter C., Customer Engagement Behavior: Theoretical Foundations and Research Directions (August 11, 2010). Journal of Service Research 13(3), August, 253-266, (2010). Available at SSRN: https://ssrn.com/abstract=2340164

Jenny Van Doorn (Contact Author)

University of Groningen - Faculty of Economics and Business ( email )

Postbus 72
9700 AB Groningen
Netherlands

Katherine N. Lemon

Boston College - Department of Marketing ( email )

Fulton Hall 450D
140 Commonwealth Ave
Chestnut Hill, MA 02467
United States
617-552-1647 (Phone)
781-862-9704 (Fax)

Vikas Mittal

Rice University ( email )

6100 South Main Street
250 McNair
Houston, TX 77005-1892
United States

Doreen Pick

Free University of Berlin (FUB) ( email )

Van't-Hoff-Str. 8
Berlin, Berlin 14195
Germany

Peter Pirner

TNS Infratest ( email )

Landsberger Straße 284
Munich
Germany

Peter C. Verhoef

University of Groningen - Department of Marketing & Marketing Research ( email )

Netherlands

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