The Process of Customer Engagement: A Conceptual Framework
Abstract
Traditional measures of customer satisfaction have been criticized for failing to capture the depth of customer responses to service performance. This study seeks to redirect satisfaction research toward an approach that encompasses an understanding of the role of commitment, involvement, and trust in the creation of engaged and loyal customers. A conceptual framework for segmenting customer-brand relationships based on the extent to which customers are either new or repeat purchase customers of a specific service brand is proposed. The approach provides a deeper and more complete understanding of the nature of customer-brand relationships and the processes by which engagement may be developed and fostered among differing customer segments.
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- Authors
- Bowden, J. L.-H.
- Affiliations
- Macquarie University (AU)
- Corresponding author
- Bowden, Jana Lay-Hwa
- ORCID
- Bowden, Jana Lay-Hwa
- Venue
- Journal of Marketing Theory and Practice
- Publisher
- Informa UK Limited
- Published
- 2009-01
- Volume
- 17
- Issue
- 1
- Pages
- 63-74
- ISSN
- 1069-6679 (ISSN-L)
- 1944-7175
- OpenAlex
- W2059918681
- Cited by
- 1,365
- References
- 74
- Citations by year
- 2026: 42 · 2025: 71 · 2024: 95 · 2023: 105 · 2022: 130 · 2021: 160 · 2020: 155 · 2019: 137 · 2018: 96 · 2017: 102 · 2016: 78 · 2015: 72 · 2014: 44 · 2013: 28 · 2012: 20
- FWCI
- 19.57
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- The Journal of Marketing Theory and Practice (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Keywords
- customer engagement, customer satisfaction, customer-brand relationship, customer loyalty, customer commitment, customer involvement, consumer trust, new customers, customer segmentation, service performance
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