Customer Engagement Conceptual Domain, Fundamental Propositions, and Implications for Research

@inproceedings{Brodie2011CustomerEC,
  title={Customer Engagement Conceptual Domain, Fundamental Propositions, and Implications for Research},
  author={Roderick Brodie and Linda Hollebeek and Biljana Juric and Ana A. Ilic},
  year={2011}
}
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… CONTINUE READING

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