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Cited by 1,365Customer Service Quality and LoyaltyConsumer Behavior in Brand Consumption and IdentificationDigital Marketing and Social Media

The DOI matches its Crossref record; 73 of the 74 references it cites were found in a registry or an index.

The Process of Customer Engagement: A Conceptual Framework

Bowden, Jana Lay-Hwa·2009·Journal of Marketing Theory and Practice
DOI 10.2753/mtp1069-6679170105
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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.

Overview

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Crossref · 10.2753/mtp1069-6679170105

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73 of 73 references verified0 citation errors · 0 not checkable

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Metadata

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
DOI
10.2753/mtp1069-6679170105
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 › Marketing › Customer Service Quality and Loyalty
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
  • Social Sciences › Business, Management and Accounting › Marketing › 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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