The DOI matches its Crossref record; 19 of the 19 references it cites were found in a registry or an index.
A Generalized Multidimensional Scale for Measuring Customer Engagement
Abstract
As firms work tod engage customers better, researchers have attempted to understand customer engagement (CE) empirically. CE goes beyond purchase and is the level of the customer's (or potential customer's) interactions and connections with the brand or firm's offerings or activities, often involving others in the social network created around the brand/offering/activity. Engaged individuals include current as well as prospective customers. Following the expanded relationship metaphor and service-dominant logic, the researchers conceptualize a three-dimensional view of CE, including conscious attention, enthused participation, and social connection. The final 10-item scale is thoroughly developed and subsequently validated in several contexts. In addition, its nomological validity is assessed.
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The influence of brand experience and service quality on customer engagement
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Metadata
- Authors
- Vivek, S. D., Beatty, S. E., Dalela, V., & Morgan, R. M.
- Venue
- Journal of Marketing Theory and Practice
- Publisher
- Informa UK Limited
- Published
- 2014-10
- Volume
- 22
- Issue
- 4
- Pages
- 401-420
- ISSN
- 1069-6679 (ISSN-L)
- 1944-7175
- OpenAlex
- W2079399320
- Cited by
- 712
- References
- 19
- FWCI
- 62.69
- Type
- journal article
- Language
- en
- Open access
- closed
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