Customer Engagement in Theory and Practice (eBook)

Katarzyna Żyminkowska is Associate Professor and Head of the Marketing & Entrepreneurship Department at the University of Bielsko-Biala, Poland. She has also worked for the University of Economics in Katowice, and has served for many years as business consultant to Polish and international companies.

Acknowledgements 5
Contents 6
List of Figures 8
List of Tables 11
Introduction 13
1: Concepts of Customer Activism 18
1.1 Value Co-creation Phenomenon and Related Concepts 20
1.2 Network Management and Related Concepts 26
References 35
2: Interpreting Customer Engagement in the Marketing Discipline 40
2.1 Customer Engagement Definitions in Marketing Field 41
2.2 Customer Engagement Dimensions and Forms 48
2.3 Customer Engagement Antecedents and Consequences 60
References 68
3: Placing Customer Engagement Within Marketing Management 71
3.1 Engaging Customer in Value Proposition Formation 73
Process of CE Management 81
CE Effects 82
CE Risks 83
3.2 Perceived Customer Value and Customer Engagement Linkages 84
References 92
4: Why Do Customers Engage? 97
4.1 Methodology of Consumer Engagement Research 98
4.2 Intensity of Customer Engagement Across Product Categories 103
Customers’ Communication 107
Customer Complaints 108
Customer Collaboration 110
4.3 Customer Values in Driving the Customer Engagement 112
4.4 Customer Involvement and Loyalty Impact on Customer Engagement 116
References 119
5: Firms’ Practices in Customer Engagement Management 121
5.1 Methodology of Research of Firms’ Practices in Customer Engagement Management 122
5.2 Intensity of Customer Engagement Forms in Firms’ Practices 130
5.3 Process of Customer Engagement Management 139
5.4 Firm-Level Outcomes of Customer Engagement 143
References 148
6: Customer Engagement Trends and Perspectives in Modern Business 151
6.1 Trends in Customer Activism Across Countries 152
6.2 Customer Engagement Perspectives Across Industry Type 155
References 160
7: Conclusion 161
References 170
Index 171