Customer Engagement Behavior: Theoretical Foundations and Research Directions
Journal of Service Research 13(3), August, 253-266, (2010)
15 Pages Posted: 15 Oct 2013
Date Written: August 11, 2010
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
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