Emotional and rational customer engagement: exploring the development route and the motivation

Forskningsoutput: TidskriftsbidragArtikel i vetenskaplig tidskrift

Abstract

Customer engagement is one of the hottest topics in the customer management area. Most of the customer engagement research focus on the customer with strong psychological connection with the focal object, however, the customer who is driven by external benefits, such as discounts and sense of being needed, also contribute significant engagement value to the firm. This paper proposes the constructs of rational customer engagement which is based on external benefits and emotional customer engagement which is based on attachment. The paper distinguishes the two customer engagement orientations from the aspects of development routes and motivations through literature analysis and empirical research. Management implication are also presented in the end. This paper makes contributions to broadening the current customer engagement theory and providing a broader view to understanding customer engagement.

Detaljer

Författare
Enheter & grupper
Externa organisationer
  • Shandong University
Forskningsområden

Ämnesklassifikation (UKÄ) – OBLIGATORISK

  • Företagsekonomi

Nyckelord

Originalspråkengelska
Sidor (från-till)S141-S157
TidskriftTotal Quality Management and Business Excellence
Volym30
Utgåva nummersup1
StatusPublished - 2019 sep 27
PublikationskategoriForskning
Peer review utfördJa