Customer engagement: a view from the practitioner end  

Oleh:

Dalela, Vivek ; Vivek, Shiri D

Jenis: Article from Proceeding
Dalam koleksi: SIBR-Thammasat 2014 Conference on Interdisciplinary Business & Economics Research June 5th- 7th, 2014 di Emerald Hotel Bangkok, page 1-3.
Topik: Customer Engagement; business to business relationships; relationship marketing
Fulltext: b14-024.pdf (44.27KB)

Isi artikel

As firms increase their efforts to engage customers, researchers have responded by incorporating customer engagement (CE) in their work (Brodie et al. 2011, Vivek, Beatty and Morgan 2012). There has been a significant interest in the notion of ‘engagement’ in business relationships in the last decade or so. Apart from scholarly work, the topic is of special interest to practitioners as well. This is evident from the fact that Marketing Science Institute has listed customer engagement (CE) as key research priority for the period 2010-2012 (MSI 2010). Frequent attention is given to this concept by consulting companies such as Nielsen Media Research, the Gallup Group, and bodies such as American Association of Advertising Agencies. There has been some recent scholarly work related to CE in consumer markets (Calder et al.2009; Vivek et al 2012; Kumar et al 2010). However, no attention has been paid to B2B markets. Scholars recognize that B2B markets have unique needs since they often deal with complex decision making groups and team based interactions between firms (Bolton 2011). Additionally, B2B markets involve ‘rational buyers’ with little scope for cognitive and emotional dimensions which researchers have identified in consumer markets (Patterson et al 2006; Vivek et al 2012; Hollebeek 2011). B2B markets have a long standing tradition of engaging their customers through tools such as seminars, training, conferences, joint strategy making, etc. and it is very likely that CE manifests itself in B2B markets in ways that are markedly different from those in consumer markets. This research explores the notion of CE to arrive at a widely applicable framework in business to business contexts. This framework presents three dimensions of a successful engagement strategy (Dialog, Facilitative Role and Authenticity), and its anticipated outcomes (Word of Mouth, Loyalty, and Goodwill) for marketers.

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