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

Verena  Batt; Corina Keller; Manfred Bruhn; Karsten Hadwich

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

Standard

When do customers engage with a company? A qualitative and quantitative study of reasons for customer engagement. / Batt, Verena ; Keller, Corina; Bruhn, Manfred et al.
Agents of change: Proceedings. Griffith Business School, 2014. p. 1031 (ANZMAC Conference).

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

Harvard

Batt, V, Keller, C, Bruhn, M & Hadwich, K 2014, When do customers engage with a company? A qualitative and quantitative study of reasons for customer engagement. in Agents of change: Proceedings. ANZMAC Conference, Griffith Business School, pp. 1031, ANZMAC Annual Conference 2014, Brisbane, Australia, 01.12.14.

APA

Batt, V., Keller, C., Bruhn, M., & Hadwich, K. (2014). When do customers engage with a company? A qualitative and quantitative study of reasons for customer engagement. In Agents of change: Proceedings (pp. 1031). (ANZMAC Conference). Griffith Business School.

Vancouver

Batt V, Keller C, Bruhn M, Hadwich K. When do customers engage with a company? A qualitative and quantitative study of reasons for customer engagement. In Agents of change: Proceedings. Griffith Business School. 2014. p. 1031. (ANZMAC Conference).

Bibtex

@inbook{e641d41711cf4f21aeafb45b84d9d2c3,

title = "When do customers engage with a company?: A qualitative and quantitative study of reasons for customer engagement",

abstract = "In today{\textquoteright}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.",

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

author = "Verena Batt and Corina Keller and Manfred Bruhn and Karsten Hadwich",

year = "2014",

language = "English",

series = "ANZMAC Conference",

publisher = "Griffith Business School",

pages = "1031",

booktitle = "Agents of change",

address = "Australia",

note = "ANZMAC Annual Conference 2014 ; Conference date: 01-12-2014 Through 03-12-2014",

url = "https://eprints.qut.edu.au/88670/1/88670.pdf",

}

RIS

TY - CHAP

T1 - When do customers engage with a company?

T2 - ANZMAC Annual Conference 2014

AU - Batt, Verena

AU - Keller, Corina

AU - Bruhn, Manfred

AU - Hadwich, Karsten

PY - 2014

Y1 - 2014

N2 - 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.

AB - 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.

KW - Management studies

KW - customer engagement

KW - interactive co-creative experiences

KW - conceptualization

KW - antecedents

KW - qualitative and quantitative study

M3 - Published abstract in conference proceedings

T3 - ANZMAC Conference

SP - 1031

BT - Agents of change

PB - Griffith Business School

Y2 - 1 December 2014 through 3 December 2014

ER -

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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 AG, 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