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
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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
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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 -