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When do customers engage with a company? A qualitative and quantitative study of reasons for customer engagement

Research output: Contributions to collected editions/works › Published abstract in conference proceedings › Research › peer-review

Authors

In today’s highly dynamic and interactive business environment, the role of “customer engagement” (CE) in co-creating customer experience and customer value is receiving increasing attention from organizations and academics alike. Despite this interest, systematic research into the concept and its antecedents has been limited to date. This article conducts two large empirical studies to explore reasons for CE. Seven essential antecedents of CE are derived from this analysis. They can be divided into the following three categories: customer-
based antecedents of CE (company familiarity and attitude towards the company), company-based influencing factors (company awareness, corporate image, and perceived ease of use), and context-based reasons for CE (social
norms and perceived critical mass). The results of this study also provide issues for further research.
Original languageEnglish
Title of host publicationAgents of change : Proceedings
Number of pages1
PublisherGriffith Business School
Publication date2014
Pages1031
Publication statusPublished - 2014
Externally publishedYes
EventANZMAC Annual Conference 2014 - Griffith University, Brisbane, Australia
Duration: 01.12.2014 → 03.12.2014
https://eprints.qut.edu.au/88670/1/88670.pdf

    Research areas

  • Management studies - customer engagement, interactive co-creative experiences, conceptualization, antecedents, qualitative and quantitative study

Other publications by the same author(s)

Deeper Insights into Different Consumer Perceptions of CSR Communication: Germany vs. United States vs. China

Batt, V., Bögel, P. M., Bekmeier-Feuerhahn, S. & Cotton-Chan, V. Y. K., 2018, 47th European Marketing Academy 2018 Conference Proceedings: People Make Marketing. Spiros, G., Matthew, A., Kathy, H., Maria, K. & Ewelina, L. (eds.). Brussels ; Stockholm: European Marketing Academy, p. 1-7 7 p.

Research output: Contributions to collected editions/works › Article in conference proceedings › Research › peer-review

Investigating the Dual Role of Price on Consumers’ Purchase Intentions of Hedonic versus Utilitarian Products: An Abstract

Batt, V., 2019, Finding New Ways to Engage and Satisfy Global Customers: Proceedings of the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC). Rossi, P. & Krey, N. (eds.). Cham: Springer International Publishing, p. 907-908 2 p. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Contributions to collected editions/works › Published abstract in conference proceedings › Research › peer-review

Luxury Brands as Employers

Batt, V. & Berghaus, B., 2018, The Management of Luxury : an international guide. Berghaus, B., Müller-Stewens, G. & Reinecke, S. (eds.). 2 ed. London: Kogan Page, p. 355-371 17 p.

Research output: Contributions to collected editions/works › Contributions to collected editions/anthologies › Research › peer-review

Pay What You Want: Eine empirische Untersuchung zur Wirkung des Pricing-Instsruments auf Nachfrager

Batt, V., Holzer, M., Farouq, J. & Bruhn, M., 2018, In: Marketing Review St. Gallen. 33, 2, p. 96-101 6 p.

Research output: Journal contributions › Journal articles › Research › peer-review

Social Enterprise - The Rising Star of Customer Well-beeing?

Batt, V. & Falter, M., 2018, 2018 Global Marketing Conference at Tokyo Proceedings. Changwon: Changwon National University, p. 797-809 13 p. (Global Marketing Conference; vol. 2018).

Research output: Contributions to collected editions/works › Article in conference proceedings › Research › peer-review

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