Customer Engagement Benefits: A Customer Perspective and Strategic Implications
Research output: Contributions to collected editions/works › Published abstract in conference proceedings › Research › peer-review
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Customer Engagement Benefits : A Customer Perspective and Strategic Implications . / Braun, Corina; Batt, Verena ; Hadwich, Karsten et al.
Conference Proceedings of ANZMAC CONFERENCE 2015: Innovation and Growth Strategies in Marketing. ed. / Ashish Sinha; Jack Cadeaux; Tania Bucic. University of New South Wales, 2015. p. 821 (ANZMAC Conference).Research output: Contributions to collected editions/works › Published abstract in conference proceedings › Research › peer-review
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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 -