Customer Engagement

    Research output: Chapter in Book/Report/Conference proceedingEntry for encyclopedia/dictionary

    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.
    Original languageEnglish
    Title of host publicationWiley Encyclopedia of Management
    PublisherWiley
    Volume9
    ISBN (Electronic)9781118785317
    ISBN (Print)9781119972518
    DOIs
    Publication statusPublished - 21 Jan 2015

    Bibliographical note

    Publication date: First published: 21 January 2015

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