Customer Engagement in Theory and Practice - A Marketing Management Perspective

Acknowledgements

Contents

List of Figures

List of Tables

Introduction

1: Concepts of Customer Activism

1.1 Value Co-creation Phenomenon and Related Concepts

1.2 Network Management and Related Concepts

References

2: Interpreting Customer Engagement in the Marketing Discipline

2.1 Customer Engagement Definitions in Marketing Field

2.2 Customer Engagement Dimensions and Forms

2.3 Customer Engagement Antecedents and Consequences

References

3: Placing Customer Engagement Within Marketing Management

3.1 Engaging Customer in Value Proposition Formation

Process of CE Management

CE Effects

CE Risks

3.2 Perceived Customer Value and Customer Engagement Linkages

References

4: Why Do Customers Engage?

4.1 Methodology of Consumer Engagement Research

4.2 Intensity of Customer Engagement Across Product Categories

Customers’ Communication

Customer Complaints

Customer Collaboration

4.3 Customer Values in Driving the Customer Engagement

4.4 Customer Involvement and Loyalty Impact on Customer Engagement

References

5: Firms’ Practices in Customer Engagement Management

5.1 Methodology of Research of Firms’ Practices in Customer Engagement Management

5.2 Intensity of Customer Engagement Forms in Firms’ Practices

5.3 Process of Customer Engagement Management

5.4 Firm-Level Outcomes of Customer Engagement

References

6: Customer Engagement Trends and Perspectives in Modern Business

6.1 Trends in Customer Activism Across Countries

6.2 Customer Engagement Perspectives Across Industry Type

References

7: Conclusion

References

Index