Customer Engagement Behavior: Theoretical Foundations and Research Directions

  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},
  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… 

Figures from this paper

Customer Engagement: Exploring Customer Relationships Beyond Purchase

Using qualitative studies involving executives and customers, this study explores the nature and scope of customer engagement (CE), which is a vital component of relationship marketing. We define CE

A Generalized Multidimensional Scale for Measuring Customer Engagement

As firms work tod engage customers better, researchers have attempted to understand customer engagement (CE) empirically. CE goes beyond purchase and is the level of the customer's (or potential

Understanding Patterns of Customer Engagement – How CompaniesCan Gain a Surplus from a Social Phenomenon

With this paper we consider, the evolution of Customer Engagement (CE) and how companies can exploit the considerable strength of this social phenomenon. In order to create a viable framework, for

Exploring customer engagement behavior: construct proposal and its antecedents

Customer engagement behavior (CEB) receives increasing attention from both academics and practitioners, as it represents one of the key customer profitability determinants. This study attempts to

Compound Attitudes, Customer Engagement and eWOM: An Empirical Study on WeChat

This research enhanced the understanding of compound attitudes, customer engagement, and eWOM and will help the Integrated Marketing Communication (IMC) marketers to develop effective social media marketing strategies and build strong consumer – brand (product) relationships.

Customer Engagement Marketing

In this introductory chapter, we examine the foundation of customer engagement (CE) by providing the scope and definition of the construct, its antecedents, consequences, and the various application

Managing Engagement Behaviors in a Network of Customers and Stakeholders

Firms striving for long-term profitability need to build stronger customer-firm relationships by getting their customers more engaged with the firm. One path to this end is introducing practices to

Behavioral perspectives of customer engagement: An exploratory study of customer engagement with three Swiss FMCG brands

The article discusses different angles of customer engagement phenomenon and aims to provide an outline of the debate within which the phenomenon can be further investigated. It explores in depth the

Peer Engagement Behaviors: Conceptualization and Research Directions

Using social network theory as a theoretical root, this study introduces the concept of peer engagement behaviors and discusses its characteristics in relation to customer, employee, and actor



The Importance of a General Measure of Brand Engagement on Market Behavior: Development and Validation of a Scale

Brand engagement in self-concept (BESC) is a generalized view of brands in relation to the self, with consumers varying in their tendency to include important brands as part of their self-concepts.

The Behavioral Consequences of Service Quality

If service quality relates to retention of customers at the aggregate level, as other research has indicated, then evidence of its impact on customers’ behavioral responses should be detectable. The

Interactions in virtual customer environments: Implications for product support and customer relationship management

Virtual customer environments (VCE), which provide services ranging from online discussion forums to virtual design toolkits, enable firms to involve their customers in innovation and value creation.

Consumers and Their Brands: Developing Relationship Theory in Consumer Research

Although the relationship metaphor dominates contemporary marketing thought and practice, surprisingly little empirical work has been conducted on relational phenomena in the consumer products

Antecedents and consequences of customer-company identification: expanding the role of relationship marketing.

An empirical test of organizational identification in the context of customer-company (C-C) relationships indicated that customers do indeed identify with organizations and that C-C identification positively impacts both product utilization behavior and extra-role behavior even when the effect of brand perception is accounted for.

A three-component model of customer commitment to service providers

Although research into the determinants of service provider switching has grown in recent years, the focus has been predominantly on transactional, not relational, variables. In this research, the

The Evolution of Loyalty Intentions

The drivers of customer loyalty intentions are dynamic. What remains unclear is how these intentions evolve through the introduction and growth phases of a life cycle. Using a longitudinal study of

The good guys don't always win: the effect of valence on service perceptions and consequences

Purpose – The purpose of this paper is to advance a new conceptualization of the service encounter that highlights the role of outcome valence as a key antecedent of customer