Customer engagement: exploring customer relationships beyond purchase.
Abstract
Using qualitative studies involving executives and customers, this study explores the nature and scope of customer engagement (CE), which is a vital component of relationship marketing. We define CE as the intensity of an individual's participation in and connection with an organization's offerings and/or organizational activities, which either the customer or the organization initiate. We argue that it is composed of cognitive, emotional, behavioral, and social elements. Finally, we offer a model of CE, in which the participation and involvement of current or potential customers serve as antecedents of CE, while value, trust, affective commitment, word of mouth, loyalty, and brand community involvement are potential consequences.
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A higher level of perceived value triggers purchase intention.
“This is in line with the conclusions of Vivek et al. (2012) which pointed out that a higher level of perceived value will trigger purchase intention”
From How Live Streaming Features Impact Consumers’ Purchase Intention in the Context of Cross-Border E-Commerce? A Research Based on SOR Theory (2021) · cites this paper as Vivek et al., 2012
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Customer engagement and online reviews
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Co-creation and higher order customer engagement in hospitality and tourism services
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Customer engagement through omnichannel retailing: The effects of channel integration quality
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On the relationship between consumer-brand identification, brand community, and brand loyalty
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Managing the experience co-creation process in tourism destinations: Empirical findings from Naples
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An investigation into gamification as a customer engagement experience environment
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Customer engagement behaviors: The role of service convenience, fairness and quality
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Tourism-based customer engagement: the construct, antecedents, and consequences
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Beyond virtuality: from engagement platforms to engagement ecosystems
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The influence of brand experience and service quality on customer engagement
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Okay, Google!: An empirical study on voice assistants on consumer engagement and loyalty
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Talent management and employee engagement – a meta-analysis of their impact on talent retention
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Exploring Social Media Engagement Behaviors in the Context of Luxury Brands
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A meta‐analysis of customer engagement behaviour
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The Customer Engagement/Value Interface: An Exploratory Investigation
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Social media affordances: Enabling customer engagement
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Co-Creation Dynamics in Urban Living Labs
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The influence of identity-driven customer engagement on purchase intention
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Beyond likes and tweets: Consumer engagement behavior and movie box office in social media
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Zooming out: actor engagement beyond the dyadic
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Understanding User-Generated Content and Customer Engagement on Facebook Business Pages
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An integrated model of customer-brand engagement: Drivers and consequences
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Trust transfer in social media brand communities: The role of consumer engagement
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Engaging customers in value co-creation or co-destruction online
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The effect of atmosphere on customer engagement in upscale hotels: an application of S-O-R paradigm
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Marketing research on Mobile apps: past, present and future
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The Grounded Theory Approach to Consumer-brand Engagement: The Practitioner's Standpoint
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- Authors
- Vivek, S. D., Beatty, S. E., & Morgan, R. M.
- Affiliations
- Eastern Michigan University (US)
- University of Alabama (US)
- ORCID
- Beatty, Sharon E.
- Venue
- Journal of Marketing Theory and Practice
- Publisher
- Informa UK Limited
- Published
- 2012-04
- Volume
- 20
- Issue
- 2
- Pages
- 122-146
- ISSN
- 1069-6679 (ISSN-L)
- 1944-7175
- OpenAlex
- W2023071763
- Cited by
- 2,089
- References
- 82
- Citations by year
- 2026: 137 · 2025: 155 · 2024: 183 · 2023: 192 · 2022: 246 · 2021: 250 · 2020: 239 · 2019: 200 · 2018: 141 · 2017: 121 · 2016: 81 · 2015: 70 · 2014: 50 · 2013: 17 · 2012: 4
- FWCI
- 91.68
- 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 › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Keywords
- customer engagement, relationship marketing, customer relationships, customer participation, customer involvement, cognitive engagement, emotional engagement, behavioral engagement, social engagement, customer value, trust, affective commitment, word of mouth, customer loyalty
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