Customer Engagement Behavior: Theoretical Foundations and Research Directions

@article{vanDoorn2010CustomerEB,
  title={Customer Engagement Behavior: Theoretical Foundations and Research Directions},
  author={Jenny van Doorn and Katherine N. Lemon and Vikas Mittal and Stephan Nass and Dore{\'e}n Pick and Peter Pirner and Peter C. Verhoef},
  journal={Journal of Service Research},
  year={2010},
  volume={13},
  pages={253 - 266}
}
This article develops and discusses the concept of customer engagement behaviors (CEB), which we define as the customers’ behavioral manifestation toward a brand or firm, beyond purchase, resulting from motivational drivers. CEBs include a vast array of behaviors including word-of-mouth (WOM) activity, recommendations, helping other customers, blogging, writing reviews, and even engaging in legal action. The authors develop a conceptual model of the antecedents and consequences—customer, firm… 

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