Customer Engagement Behavior: Theoretical Foundations and Research Directions
vanDoorn, Jenny; Lemon, Katherine N.; Mittal, Vikas; Naß, Stephan; Pick, Doreen; Pirner, Peter; Verhoef, Peter C.
Abstract
This article develops and discusses the concept of customer engagement behaviors (CEB), which we define as the customers’ behavioral manifestation toward a brand or firm, beyond purchase, resulting from motivational drivers. CEBs include a vast array of behaviors including word-of-mouth (WOM) activity, recommendations, helping other customers, blogging, writing reviews, and even engaging in legal action. The authors develop a conceptual model of the antecedents and consequences—customer, firm, and societal—of CEBs. The authors suggest that firms can manage CEBs by taking a more integrative and comprehensive approach that acknowledges their evolution and impact over time.
Keywords
customer engagement; customer loyalty; cocreation; services marketing