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Cited by 2,089Customer Service Quality and LoyaltyDigital Marketing and Social MediaConsumer Behavior in Brand Consumption and Identification

The DOI matches its Crossref record; 80 of the 82 references it cites were found in a registry or an index.

Customer engagement: exploring customer relationships beyond purchase.

Vivek, Shiri D., Beatty, Sharon E., Morgan, Robert M.·2012·Journal of Marketing Theory and Practice
DOI 10.2753/mtp1069-6679200201
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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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Crossref · 10.2753/mtp1069-6679200201

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Citations

Cites

Research works printed but not linked: 18

  1. Appelbaum, Alec (2001), "The Constant Customer," Gallup Management Journal, June 17 (available at http://gmj.gallup.com/content/745/Constant-Customer.aspx
  2. William Band, 2003, Creating the Customer-Engaged Organization, Marketing Management Journal, 12, 34
  3. Leonard Berry, 1991, Marketing Services
  4. Frank Catteeuw, 2007, Employee Engagement: Boosting Productivity in Turbulent Times, Organizational Development Journal, 25, 151
  5. Juliet Corbin, 2007, Qualitative Research
  6. Pratibha Dabholkar, 1990, Development in Marketing Science, 483
  7. Jason Daley, 2011, How to Make Marketing Brilliance, Entrepreneur, 48
  8. Jodi Harris, 2006, Consumer Engagement: What Does It Mean?, iMedia Connection
  9. Haven, Brian (2007), "Marketing's New Key Metric: Engagement," Forrester Research, Cambridge, MA, August 8 (available at www.adobe.com/engagement/pdfs/marketings_new_key_metric_engagement.pdf
  10. Marketing Science Institute (2006), 2006-2008 Research Priorities: A Guide to MSI Research Programs and Procedures, Cambridge, MA.
  11. Marketing Science Institute (2010), 2010-2012 Research Priorities, Cambridge, MA.
  12. McEwen, William J. (2004), "Why Satisfaction Isn't Satisfying," Gallup Management Journal, November 11 (available at http://gmj.gallup.com/content/14023/why-satisfaction-isnt-satisfying.aspx
  13. C. Prahalad, 2004, The Cocreation of Value, Journal of Marketing, 68, 23
  14. C. Prahalad, 2000, Co-Opting Customer Competence, Harvard Business Review, 78, 79
  15. C. Prahalad, 2002, The Co-Creation Connection, Strategy and Business, 27, 50
  16. Rob Preston, 2007, Engage with Customers, Don't Just Humor Them, InformationWeek, 1127, 60
  17. Evan Resnick, 2001, Defining Engagement, Journal of International Affairs, 54, 551
  18. Rieger, Tom, and Craig Kamins (2006), "Are You Failing to Engage?" Gallup Management Journal, November 9 (available at http://gmj.gallup.com/content/25345/failing-engage.aspx

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Metadata

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
DOI
10.2753/mtp1069-6679200201
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 › Marketing › Customer Service Quality and Loyalty
  • Social Sciences › Business, Management and Accounting › Marketing › 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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