Customer Engagement Behavior: Theoretical Foundations and Research Directions
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
Cite as
vanDoorn, J., Lemon, K. N., Mittal, V., Naß, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer Engagement Behavior: Theoretical Foundations and Research Directions. Journal of Service Research, 13(3), 253–266.Details
Publication type
Research article (journal)
Peer reviewed
Yes
Publication status
Published
Year
2010
Journal
Journal of Service Research
Volume
13
Issue
3
Start page
253
End page
266
Language
English
ISSN
1094-6705
DOI
Full text