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.
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 language | English |
|---|---|
| Title of host publication | Agents of change : Proceedings |
| Number of pages | 1 |
| Publisher | Griffith Business School |
| Publication date | 2014 |
| Pages | 1031 |
| Publication status | Published - 2014 |
| Externally published | Yes |
| Event | ANZMAC Annual Conference 2014 - Griffith University, Brisbane, Australia Duration: 01.12.2014 → 03.12.2014 https://eprints.qut.edu.au/88670/1/88670.pdf |
- Management studies - customer engagement, interactive co-creative experiences, conceptualization, antecedents, qualitative and quantitative study