Customer engagement: Conceptual domain, fundamental propositions, and implications for research

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dc.contributor.author Brodie, Roderick en
dc.contributor.author Hollebeek, Linda en
dc.contributor.author Juric, Biljana en
dc.contributor.author Ilić, A en
dc.date.accessioned 2012-03-04T19:27:12Z en
dc.date.issued 2011 en
dc.identifier.citation Journal of Service Research 14(3):252-271 2011 en
dc.identifier.issn 1094-6705 en
dc.identifier.uri http://hdl.handle.net/2292/12674 en
dc.description.abstract In today’s highly dynamic and interactive business environment, the role of “customer engagement” (CE) in cocreating customer experience and value is receiving increasing attention from business practitioners and academics alike. Despite this interest, systematic scholarly inquiry into the concept and its conceptual distinctiveness from other, associated relational concepts has been limited to date. This article explores the theoretical foundations of CE by drawing on relationship marketing theory and the service-dominant (S-D) logic. The analysis also examines the use of the term “engagement” in the social science, management, and marketing academic literatures, as well as in specific business practice applications. Five fundamental propositions (FPs) derived from this analysis are used to develop a general definition of CE, and distinguish the concept from other relational concepts, including “participation” and “involvement.” The five propositions are used in the development of a framework for future research, the undertaking of which would facilitate the subsequent refinement of the conceptual domain of CE. Overall, CE, based on its relational foundations of interactive experience and the cocreation of value, is shown to represent an important concept for research in marketing and service management. en
dc.publisher Sage Publications Sage CA: Los Angeles, CA en
dc.relation.ispartofseries Journal of service research en
dc.rights Items in ResearchSpace are protected by copyright, with all rights reserved, unless otherwise indicated. Previously published items are made available in accordance with the copyright policy of the publisher. Details obtained from http://www.sherpa.ac.uk/romeo/issn/1094-6705/ en
dc.rights.uri https://researchspace.auckland.ac.nz/docs/uoa-docs/rights.htm en
dc.title Customer engagement: Conceptual domain, fundamental propositions, and implications for research en
dc.type Journal Article en
dc.identifier.doi 10.1177/1094670511411703 en
pubs.issue 3 en
pubs.begin-page 252 en
pubs.volume 14 en
dc.rights.holder Copyright: Sage Publications Ltd. en
pubs.end-page 271 en
dc.rights.accessrights http://purl.org/eprint/accessRights/RestrictedAccess en
pubs.subtype Article en
pubs.elements-id 245346 en
pubs.org-id Business and Economics en
pubs.org-id Marketing en
dc.identifier.eissn 1552-7379 en
pubs.number 3 en
pubs.online-publication-date 2011-07-06 en


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