Customer Engagement

Alversia, Yeshika; Michaelidou, Nina and Moraes, Caroline (2014). Customer Engagement. In: Cooper, Cary L. ed. Wiley Encyclopedia of Management, 3rd Edition, Volume 9. Wiley.

DOI: https://doi.org/10.1002/9781118785317.weom090067

Abstract

Customer engagement (CE) is an emerging area of scholarly enquiry focusing on the nontransactional relationship between customers and organizations. The concept has been captured by researchers as reflecting cognitive, emotional, and behavioral dimensions, which underpin the customers' relationship with a firm, a particular product category or a brand. CE is a key concept in consumer research as it informs how customers establish relationships with products and brands and how this practice enables marketing strategy.

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