TY - CHAP

T1 - Customer Engagement Benefits

T2 - 17th Australia and New Zealand Marketing Academy Conference - ANZMAC 2015

AU - Braun, Corina

AU - Batt, Verena

AU - Hadwich, Karsten

AU - Bruhn, Manfred

N1 - Conference code: 17

PY - 2015

Y1 - 2015

N2 - Customer Engagement (CE) is a concept that has emerged recently to capture the total set of customers’ behavioural activities towards a certain firm or brand. In this context, the purpose of this paper is to empirically study the effects of different CE behaviours on the perceived benefits resulting from these activities. We combine the published results of CE behaviour and benefits research with an empirical research approach in order to gain deeper insights into various CE behaviours and benefits. The results of our empirical studies (36 in-depth interviews and a quantitative study with n = 255) revealed that CE can be divided into “value creation-focused CE”, “online-focused CE” and “customer-to-customer interaction-focused CE”. Additionally, six CE benefits were identified: social, relationship, autonomous, economic, altruistic and self-fulfilment benefits. It is shown that the CE behaviours lead to the perception of various benefits. The findings provide ideas about how firms can foster different CE behaviours by addressing the right benefit types.

AB - Customer Engagement (CE) is a concept that has emerged recently to capture the total set of customers’ behavioural activities towards a certain firm or brand. In this context, the purpose of this paper is to empirically study the effects of different CE behaviours on the perceived benefits resulting from these activities. We combine the published results of CE behaviour and benefits research with an empirical research approach in order to gain deeper insights into various CE behaviours and benefits. The results of our empirical studies (36 in-depth interviews and a quantitative study with n = 255) revealed that CE can be divided into “value creation-focused CE”, “online-focused CE” and “customer-to-customer interaction-focused CE”. Additionally, six CE benefits were identified: social, relationship, autonomous, economic, altruistic and self-fulfilment benefits. It is shown that the CE behaviours lead to the perception of various benefits. The findings provide ideas about how firms can foster different CE behaviours by addressing the right benefit types.

KW - Business psychology

KW - Country-of-Origin

KW - Framing Effect

KW - Explicit Attitude

KW - Implicit Attitude

KW - Product Attitude

KW - Reaction Time Measurement

M3 - Published abstract in conference proceedings

T3 - ANZMAC Conference

SP - 821

BT - Conference Proceedings of ANZMAC CONFERENCE 2015

A2 - Sinha, Ashish

A2 - Cadeaux, Jack

A2 - Bucic, Tania

PB - University of New South Wales

Y2 - 30 November 2015 through 2 December 2015

ER -