Customer engagement: Exploring customer relationships beyond purchase

Journal of Marketing Theory and Practice

Volumn 20, Issue 2, 2012, Pages 122-146

  Vivek, Shiri D ^a   Beatty, Sharon E ^b   Morgan, Robert M ^b  

^a EASTERN MICHIGAN UNIVERSITY   (United States)

^b UNIVERSITY OF ALABAMA   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 84863512848     PISSN: 10696679     EISSN: None     Source Type: Journal    
DOI: 10.2753/MTP1069-6679200201     Document Type: Article

References (99)

1. Anderson, Eugene W. (1998), "Customer Satisfaction and Word of Mouth," Journal of Service Research, 1 (1), 5-17.
2. Appelbaum, Alec (2001), "The Constant Customer," Gallup Management Journal, June 17 (available at http://gmj.gallup.com/content/745/ Constant-Customer.aspx).
3. Ashby, Alicia (2009), "10% of Build-A-Bear Store Customers Influenced by Virtual World," Engage Digital, February 19 (available at www.engagedigital.com/blog/2009/02/19/10-ofbuildabear-store-customers- influenced-by-virtual-world/).
4. Avery, Derek R., Patrick F. McKay, and David C. Wilson (2007), "Engaging the Aging Workforce: The Relationship Between Perceived Age Similarity, Satisfaction with Coworkers, and Employee Engagement," Journal of Applied Psychology, 92 (6), 1542-1556.
5. Bagozzi, Richard P. (1995), "Reflections on Relationship Marketing in Consumer Markets," Journal of the Academy of Marketing Science, 23 (4), 272-277. (Pubitemid 126007052)
6. -, and Utpal M. Dholakia (2006), "Antecedents and Purchase Consequences of Customer Participation in Small Group Brand Communities," International Journal of Research in Marketing, 23 (1), 45-61. (Pubitemid 43399677)
7. Bakker, Arnold B., Jari J. Hakanen, Evangelia Demerouti, and Despoina Xanthopoulou (2007), "Job Resources Boost Work Engagement, Particularly When Job Demands Are High," Journal of Educational Psychology, 99 (2), 274-284.
8. Band, William, and John Guaspari (2003), "Creating the Customer-Engaged Organization," Marketing Management Journal, 12 (4), 34-39. (Pubitemid 38355358)
9. Bansal, Harvir S., P. Gregory Irving, and Shirley F. Taylor (2004), "A Three-Component Model of Customer Commitment to Service Providers," Journal of the Academy of Marketing Science, 32 (3), 234-250. (Pubitemid 38834942)
10. Beatty, Sharon E., and Scott M. Smith (1987), "External Search Effort: An Investigation Across Several Product Categories," Journal of Consumer Research, 14 (1), 83-95.
11. Bendapudi, Neeli, and Leonard L. Berry (1997), "Customers' Motivations for Maintaining Relationships with Service Providers," Journal of Retailing, 73 (1), 15-37. (Pubitemid 127343526)
12. Berry, Leonard L. (1983), "Relationship Marketing," in Emerging Perspectives on Services Marketing, Leonard L. Berry, G. Lynn Shostack, and Gregory Upah, eds., Chicago: American Marketing Association, 25-28.
13. -, and A. Parasuraman (1991), Marketing Services, New York: Free Press.
14. Bone, Paula F. (1995), "Word-of-Mouth Effects on Short-Term and Long-Term Product Judgments," Journal of Business Research, 32 (3), 213-223.
15. Bowden, Jana Lay-Hwa (2009), "The Process of Customer Engagement: A Conceptual Framework," Journal of Marketing Theory and Practice, 17 (1), 63-74.
16. Brown, Tom J., Thomas E. Barry, Peter A. Dacin, and Richard F. Gunst (2005), "Spreading the Word: Investigating Antecedents of Consumers' Positive Word-of-Mouth Intentions and Behaviors in a Retailing Context," Journal of the Academy of Marketing Science, 33 (2), 123-138. (Pubitemid 40427773)
17. Burnkrant, Robert E., and Alan G. Sawyer (1983), "Effects of Involvement and Message Content on Information-Processing Intensity," in Information Processing Research in Advertising, Richard J. Harris, ed., Hillsdale, NJ: Lawrence Erlbaum, 43-64.
18. Campanelli, Melissa (2007), "Engagement is the Next Phase in Marketing Communications: Experian Summit," January 18 (available at www.dmnews.com/Engagemetn-is-nextphase-in-marketing-communications-Experian- summit/article/94175/).
19. Catteeuw, Frank, Eileen Flynn, and James Vonderhorst (2007), "Employee Engagement: Boosting Productivity in Turbulent Times," Organizational Development Journal, 25 (Summer), 151-156.
20. Celsi, Richard L., and Jerry C. Olson (1988), "The Role of Involvement in Attention and Comprehension Process," Journal of Consumer Research, 15 (3), 210-224.
21. Corbin, Juliet, and Anselm Strauss (2007), Qualitative Research, 3d ed., Los Angeles: Sage.
22. Dabholkar, Pratibha A. (1990), "How to Improve Perceived Service Quality by Improving Customer Participation," in Development in Marketing Science, B.J. Dunlap, ed., Cullowhee, NC: Academy of Marketing Science, 483-487.
23. Daley, Jason (2011), "How to Make Marketing Brilliance," Entrepreneur, February, 48-53.
24. Economist Intelligence Unit (2007), ''Beyond Loyalty: Meeting the Challenge of Customer Engagement, Part I,'' Economist (available at http://graphics.eiu.com/ebf/PDFs/eiu-AdobeEngagementPt-I-wp.pdf).
25. Erat, Pablo, Kevin C. Desouza, Anja Schäfer-Jugel, and Monika Kurzawa (2006), "Business Customer Communities and Knowledge Sharing: Exploratory Study of Critical Issues," European Journal of Information Systems, 15 (5), 511-524. (Pubitemid 44599791)
26. Erman, Boyd (2011), "Morning Meeting: No Buyers for Barnes & Noble," The Globe and Mail, March 23 (available at www .theglobeandmail. com/globe-investor/investment-ideas/streetwise/morning-meeting-no-buyers-for- barnes-noble/article1952698/).
27. Feick, Lawrence F., Linda L. Price, and Robin A Higie (1986), "People Who Use People: The Other Side of Opinion Leadership," in Advances in Consumer Research, vol. 13, Richard J. Lutz, ed., Provo, UT: Association for Consumer Research, 301-305.
28. Ferber, Robert C. (1977), "Research by Convenience," Journal of Consumer Research, 1 (4), 57-58.
29. Fleming, John H., Curt Coffman, and James K. Harter (2005), "Manage Your Human Sigma," Harvard Business Review, 83, 7 (July-August), 107-114.
30. Fornell, Claes (1992), "A National Customer Satisfaction Barometer: The Swedish Experience," Journal of Marketing, 56 (1), 6-21.
31. -, and Birger Wernerfelt (1987), "Defensive Marketing Strategy by Customer Complaint Management: A Theoretical Analysis," Journal of Marketing Research, 24 (November), 337-346.
32. -, and -(1988), "A Model for Customer Complaint Management: A Theoretical Analysis," Marketing Science, 7 (3), 287-298.
33. Fredericks, Jennifer A., Phyllis C. Blumenfeld, and Alison H. Paris (2004), "School Engagement: Potential of the Concept, State of the Evidence," Review of Educational Research, 74 (1), 59-109. (Pubitemid 38651980)
34. Gallup Consulting (2001), "Customer Engagement: What's Your Engagement Ratio?" Washington, DC (available at www .gallup.com/consulting/ 121901/Customer-Engagement-Overview-Brochure.aspx).
35. Ganesan, Shankar (1994), "Determinants of Long-Term Orientation in Buyer-Seller Relationships," Journal of Marketing, 58 (2), 1-19.
36. Garber, Lawrence L., Jr., Eva M. Hyatt, and Ünal Ö. Boya (2009), "The Collaborative Roles of the Designer, the Marketer, and the Consumer in Determining What Is Good Design," Advertising & Society Review, 10 (1) (available at from http://muse .jhu.edu/journals/advertising-and- society-review/).
37. Ghuneim, Mark (2008), "Terms of Engagement: Measuring the Active Consumer," Wiredset, March 26 (available at http://wiredset.com/2008/03/26/ terms-of-engagement-measuringthe-active-consumer/).
38. Gravenkemper, Steve (2007), "Building Community in Organizations: Principles of Engagement," Consulting Psychology Journal: Practice and Research, 59 (3), 203-208.
39. Gronroos, Christian (1990), Service Management and Marketing: Managing the Moments of Truth in Service Competition, Lexington, MA: Lexington Books.
40. Guthrie, John T., and Kathleen E. Cox (2001), "Classroom Conditions for Motivation and Engagement in Reading," Educational Psychology Review, 13 (3), 283-302.
41. Hallberg, Ulrika E., and Wilmar B. Schaufeli (2006), "'Same Same' but Different? Can Work Engagement Be Discriminated from Job Involvement and Organizational Commitment?" European Psychologist, 11 (2), 119-127. (Pubitemid 43953514)
42. Harris, Jodi (2006), "Consumer Engagement: What Does It Mean?" iMedia Connection, May 23 (available at www.imediacon nection.com/content/9729. imc/).
43. Haven, Brian (2007), "Marketing's New Key Metric: Engagement," Forrester Research, Cambridge, MA, August 8 (available at www.adobe.com/ engagement/pdfs/marketings-new-key- metric-engagement.pdf).
44. Heath, Robert (2007), "How Do We Predict Advertising Attention in Engagement?" Working Paper Series no. 2007.09, University of Bath School of Management (available at http://opus.bath .ac.uk/286/1/2007-09.pdf).
45. Higgins, Tory E. (2006), "Value from Hedonic Experience and Engagement," Psychological Review, 113 (3), 439-460.
46. Holbrook, Morris B. (2006), "Consumption Experience, Customer Value, and Subjective Personal Introspection: An Illustrative Photographic Essay," Journal of Business Research, 59 (6), 714-725. (Pubitemid 43717448)
47. Jacoby, Jacob, and Robert W. Chestnut (1978), Brand Loyalty: Measurement and Management, New York: John Wiley & Sons.
48. Joshi, Ashwin, and Sanjay Sharma (2004), "Customer Knowledge Development: Antecedents and Impact on New Product Development," Journal of Marketing, 68 (4), 47-59. (Pubitemid 39508310)
49. Kahn, William A. (1990), "Psychological Conditions of Personal Engagement and Disengagement at Work," Academy of Management Journal, 33 (December), 692-724.
50. Krugman, Herbert E. (1965), "The Measurement of Advertising Involvement," Public Opinion Quarterly, 30 (4), 583-596.
51. Kumar, V., Lerzan Aksoy, Bas Donkers, Rajkumar Venkatesan, Thorsten Wiesel, and Sebastian Tillmanns (2010), ''Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value," Journal of Service Research, 13 (3), 297-310.
52. Lambe, C. Jay, Robert E. Spekman, and Shelby D. Hunt (2000), "Interimistic Relational Exchange: Conceptualization and Propositional Development," Academy of Marketing Science Journal, 28 (2), 212-225.
53. Li, Zhan G., and Rajiv P. Dant (1997), "An Exploratory Study of Exclusive Dealing in Channel Relationships," Journal of the Academy of Marketing Science, 25 (3), 201-213. (Pubitemid 127082070)
54. Lutz, Susan L., John T. Guthrie, and Marcia H. Davis (2006), "Scaffolding for Engagement in Elementary School Reading Instruction," Journal of Educational Research, 100 (1), 3-20. (Pubitemid 44492816)
55. Marketing Science Institute (2006), 2006-2008 Research Priorities: A Guide to MSI Research Programs and Procedures, Cambridge, MA.
56. -(2010), 2010-2012 Research Priorities, Cambridge, MA. Maslach, Christina, Wilmar Schaufeli, and Michael P. Leiter (2001), "Job Burnout," Annual Review of Psychology, 52, 397-422.
57. Matos, Celso Augusto de, and Vargas Rossi (2008), "Word-of-Mouth Communications in Marketing: A Meta-Analytic Review of the Antecedents and Moderators," Journal of the Academy of Marketing Science, 36 (4), 578-596.
58. May, Douglas R., Richard L. Gilson, and Lynn M. Harter (2004), "The Psychological Conditions of Meaningfulness, Safety and Availability and the Engagement of the Human Spirit at Work," Journal of Occupational and Organizational Psychology, 77 (March), 11-37. (Pubitemid 38430555)
59. McAlexander, James H., John W. Schouten, and Harold F. Koenig (2002), "Building Brand Communities," Journal of Marketing, 66 (January), 38-54.
60. McEwen, William J. (2004), "Why Satisfaction Isn't Satisfying," Gallup Management Journal, November 11 (available at http://gmj.gallup.com/ content/14023/why-satisfaction-isntsatisfying. aspx).
61. Morgan, Robert M., and Shelby Hunt (1994), "The Commitment-Trust Theory of Relationship Marketing," Journal of Marketing, 58 (July), 20-38.
62. Muniz, Albert M., Jr., and Thomas C. O'Guinn (2001), "Brand Community," Journal of Consumer Research, 27 (4), 412-432. (Pubitemid 33399612)
63. Nambisan, Satish (2002), "Designing Virtual Customer Environments for New Product Development: Toward a Theory," Academy of Management Review, 27 (3), 392-413.
64. Narayen, Shantanu (2007), "Shantanu Narayen Discusses Customer Engagement" (available at www.adobe.com/engagement/q-and-a.html).
65. Noland, James, and Robert A. Phillips (2010), "Stakeholder Engagement, Discourse Ethics and Strategic Management," International Journal of Management Reviews, 12 (1), 39-49.
66. Oliver, Richard L. (1999), "Whence Consumer Loyalty?" Journal of Marketing, 63 (Special Issue), 33-44.
67. Parkhe, Arvind (1993), "Strategic Alliance Structuring: A Game Theoretic and Transaction Cost Examination of Interfirm Cooperation," Academy of Management Journal, 36 (4), 794-829.
68. Pasikoff, Robert (2006), Predicting Market Success: New Ways to Measure Customer Loyalty and Engage Consumers with Your Brand, New York: John Wiley & Sons.
69. Petty, Richard E., and John T. Cacioppo (1986), Communication and Persuasion: Central and Peripheral Routes to Attitude Change, New York: Springer.
70. Prahalad, C.K. (2004), "The Cocreation of Value," Journal of Marketing, 68 (January), 23.
71. -, and Venkatram Ramaswamy (2000), "Co-Opting Customer Competence," Harvard Business Review, 78 (1), 79-88.
72. -, and -(2002), "The Co-Creation Connection," Strategy and Business, 27 (2), 50-61.
73. -, and -(2003), "The New Frontier of Experience Innovation," MIT Sloan Management Review, 44 (4), 12-18. (Pubitemid 40830186)
74. -, and -(2004), "Co-Creation Experiences: The Next Practice in Value Creation," Journal of Interactive Marketing, 18 (3), 5-14. (Pubitemid 39289314)
75. Preston, Rob ( 2007), "Engage with Customers, Don't Just Humor Them," InformationWeek, 1127 (February 26), 60.
76. Resnick, Evan (2001), "Defining Engagement," Journal of International Affairs, 54 (2), 551-566.
77. Richins, Marsha L., and Peter H. Bloch (1986), "After the New Wears Off: The Temporal Context of Product Involvement," Journal of Consumer Research, 13 (2), 280-285.
78. Rieger, Tom, and Craig Kamins (2006), "Are You Failing to Engage?" Gallup Management Journal, November 9 (available at http://gmj.gallup.com/content/25345/failing-engage.aspx).
79. Roberts, Darryl R., and Thomas O. Davenport (2002), "Job Engagement: Why It's Important and How to Improve It," Employment Relations Today, 29 (3), 21-29.
80. Robertson, Thomas S. (1976), "Low-Commitment Consumer Behavior," Journal of Advertising Research, 16 (April), 19-24.
81. Rothbard, Nancy P. (2001), "Enriching or Depleting? The Dynamics of Engagement in Work and Family Roles," Administrative Science Quarterly, 46 (4), 655-684. (Pubitemid 33385931)
82. Saks, Alan M. (2006), "Antecedents and Consequences of Employee Engagement," Journal of Managerial Psychology, 21 (7), 600-619. (Pubitemid 44490091)
83. Sawhney, Mohanbir, Gianmario Verona, and Emanuela Prandelli (2005), "Collaborating to Create: The Internet as a Platform for Customer Engagement in Product Innovation," Journal of Interactive Marketing, 19 (4), 5-17.
84. Schau, Hope Jensen, Albert M. Muñiz, Jr., and Eric J. Arnould (2009), "How Brand Community Practices Create Value," Journal of Marketing, 73 (5), 30-51.
85. Schaufeli, Wilmar B., Isabel M. Martinez., Alexandra M. Pinto, Marisa Salanova, and Arnold B. Bakker (2002), "Burnout and Engagement in University Students: A Cross-National Study," Journal of Cross-Cultural Psychology, 33 (5), 464-481. (Pubitemid 36703737)
86. Sedley, Richard (2010), "4th Annual Online Customer Engagement Report 2010" (available at http://issuu.com/richardsedley/docs/customer- engagement-report2010/).
87. Sheth, Jagdish N., Bruce I. Newman, and Barbara L. Gross (1991), "Why We Buy What We Buy: A Theory of Consumption Values," Journal of Business Research, 22 (2), 159-170.
88. Smith, Stephen L.J., and Geoffrey C. Godbey (1991), "Leisure, Recreation and Tourism," Annals of Tourism Research, 18 (3), 85-100.
89. Trent, Ashley (2008), "Get the Party Started," Marketing News (October 1), 22 (available at https://docs.google.com/viewer ?url=http%3A%2F%2Fwww.marketingpower.com%2F Calendar%2FDocuments%2F2009%2FHot%2520Topics %25202009%2F22- MN%252010%252001%252008%2520kb .pdf).
90. van Doorn, Jenny, Katherine N. Lemon, Vikas Mittal, Stephan Nass, Doreén Pick, Peter Pirner, and Peter C. Verhoef (2010), "Customer Engagement Behavior: Theoretical Foundations and Research Directions," Journal of Service Research, 13 (3), 253-266.
91. Vargo, Stephen L., and Robert F. Lusch (2004), "Evolving to a New Dominant Logic for Marketing," Journal of Marketing, 69 (January), 1-17. (Pubitemid 38411271)
92. -, and -(2008), "Service-Dominant Logic: Continuing the Evolution," Journal of the Academy of Marketing Science, 36 (1), 1-10.
93. Verhoef, Peter C., Philip Hans Franses, and Janny C. Hoekstra (2002), "The Effect of Relational Constructs on Customer Referrals and Number of Services Purchased from a Multiservice Provider: Does Age of Relationship Matter?" Journal of the Academy of Marketing Science, 30 (3), 202-216. (Pubitemid 36703958)
94. -, Werner J. Reinartz, and Manfred Krafft (2010), "Customer Engagement as a New Perspective in Customer Management," Journal of Service Research, 13 (3), 247-252.
95. Wagner, Christian, and Ann Majchrzak (2007), "Enabling Customer-Centricity Using Wiki the Wiki Way," Journal of Management Information Systems, 23 (3), 17-43.
96. Watkins, C. Edward, Jr., Robert M. Tipton, Michaelene Manus, and Julie Hunton-Shoup (1991), "Role Relevance and Role Engagement in Contemporary School Psychology," Professional Psychology: Research and Practice, 22 (4), 328-332.
97. Whelan, Susan, and Markus Wohlfeil (2006), "Communicating Brands Through Engagement with 'Lived' Experiences," Journal of Brand Management, 13 (4), 313-329.
98. Winsor, John (2004), Beyond the Brand: Why Engaging the Right Customers Is Essential to Winning in Business, Dearborn, MI: Dearborn Trade Publishing.
99. Zaichkowsky, Judith L. (1985), "Measuring the Involvement Construct," Journal of Consumer Research, 12 (3), 341-352.