Handbook of Research on Customer Engagement


Handbook of Research on Customer Engagement

9781788114882 Edward Elgar Publishing
Edited by Linda D. Hollebeek, Montpellier Business School, University of Montpellier, Montpellier Research in Management, Montpellier, France and Department of Business Administration, Tallinn University of Technology, Tallinn, Estonia and David E. Sprott, Henry Y. Hwang Dean and Professor of Marketing, Peter F. Drucker and Masatoshi Ito Graduate School of Management, Claremont Graduate University, US
Publication Date: 2019 ISBN: 978 1 78811 488 2 Extent: 544 pp
Customer engagement is now a critical research priority in contemporary marketing. In this Handbook, a cadre of international scholars offer an overview of current research on this rapidly growing field of study.

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Customer engagement is now a critical research priority in contemporary marketing. In this Handbook, a cadre of international scholars offer an overview of current research on this rapidly growing field of study.

Providing vital insights into current theoretical and practical treatments of customer engagement, chapters engage with a broad cross-section of state-of-the-art research. Covering the importance of customer engagement in broader marketing practices, conceptual relationships, organizational performance and networks, this Handbook grapples with both conceptual and empirical research to offer insight into current and rapidly emerging research issues.

Featuring a broad theoretical scope, this Handbook attends to a rapidly growing international community of researchers in customer engagement. Scholars from related fields, including management, economics and sociology will also benefit from the range of applications of customer engagement research. This book is also crucial for marketing managers looking to improve and refine marketing environments.
Critical Acclaim
‘This is an excellent compilation of perspectives and empirical insight on customer engagement from a global list of scholars. The chapters provide insight into the psychological and sociological theories underlying consumer engagement. They are relevant to both practicing managers as they design effective customer engagement marketing initiatives and academic researchers as they work to understand this new and emerging phenomenon. It is an interesting read on a topic that continues to gain importance in marketing strategy.’
– Colleen M. Harmeling, Florida State University, US

‘In the Handbook of Research on Customer Engagement, researchers from around the globe come together to examine a variety of emerging and innovative topics on customer engagement. Cutting across issues related to marketing practice, theory development, firm performance, and networked environments, the set of collated papers will be useful not only to academics who study engagement, but also to business practitioners who aim to better engage their customers.’
– Robert W. Palmatier, University of Washington, US

‘The Handbook of Research on Customer Engagement addresses cutting-edge customer engagement (CE) issues and offers insight into its applications across different contexts. It includes contributions from globally renowned academics in the field and as such, should not be missed by any scholar or manager wishing to better understand or leverage CE. This title comes highly recommended.’
– Moira K. Clark, Henley Business School, University of Reading, UK

‘With contributions from leading marketing scholars, this title offers an insightful resource for researchers in the area of customer engagement (CE) and practitioners seeking to effectively apply customer engagement metrics in their organization. The title addresses key engagement issues structured along the four main sections of marketing practice, CE conceptualization and frameworks, CE and marketing performance, and CE in networked environments. A must-have for scholars in this area.’
– Rajendra K. Srivastava, Indian School of Business, India
Contributors: T.L. Baker, S.E. Beatty, R.N. Bolton, K. Burns, B.J. Calder, J. Chandler, D. Chasanidou, C. Costley, D. Cox, K. de Ruyter, L. Dessart, M. Ehret, A. Fjuk, P. Fombelle, D. Grewal, C. Gurău, K.K.L. Hall, W. Hammedi, M. Hammerschmidt, B. Henkens, L.D. Hollebeek, A. Hyder, I. Jain, L.W. Johnson, K.A. Johnston, A. Karahasanović, C. Kazanis, D.I. Keeling, S.J. Kim, V. Kumar, C.R. Lages, A.B. Lane, C. Leckie, T. LeClercq, S. Leroi-Werelds, K. Macky, E.C. Malthouse, J. Marbach, E. Maslowska, J. Napoli, D. Novikova, M.W. Nyadzayo, R. Ouschan, V. Pitardi, I. Poncin, N.M. Puccinelli, Z. Rahman, N.B. Razavi, O. Regalado-Pezúa, A.L. Roggeveen, B. Runnalls, T.P. Scholdra, E.B. Schweiger, N. Sivertstol, D. Smith, D.E. Sprott, S. Streukens, T. Taguchi, J. Turkington, S. Tuzovic, J. Ul Islam, A. van Riel, K. Verleye, N. Vijverman, V. Viswanathan, S. Vivek, C.M. Voorhees, W.H. Weiger, J. Wirtz


Introduction to the Handbook of Research on Customer
Engagement 1
Linda D. Hollebeek and David E. Sprott

Introduction: customer engagement and marketing practice 4
V. Kumar
1 Engagement-to-value (E2V): an empirical case study 20
Debbie Isobel Keeling, Ko de Ruyter and David Cox
2 Boosting customer engagement through gamification: a
customer engagement marketing approach 35
Sandra Streukens, Allard van Riel, Daria Novikova and
Sara Leroi-Werelds
3 Applying design thinking to innovate, validate, and implement
new digital services 55
Nj.l Sivertst.l and Annita Fjuk
4 Online reviews as customers’ dialogues with and about brands 76
Ewa Maslowska, Su Jung Kim, Edward C. Malthouse and
Vijay Viswanathan
5 Engagement and technology as key enablers for a circular
economy 97
Nicholas Vijverman, Bieke Henkens and Katrien Verleye

Introduction: the evolution of conceptual work on customer
engagement 114
Ruth N. Bolton
6 How in-store retail and service atmosphere create customer
engagement 126
Elisa B. Schweiger, Anne L. Roggeveen, Dhruv Grewal and
Nancy M. Puccinelli
7 Customer engagement: the role of gamification 164
Wafa Hammedi, Thomas Leclercq and Ingrid Poncin
8 Giving or receiving in social media: can content marketing
simultaneously drive productive and consumptive
engagement? 186
Welf H. Weiger, Maik Hammerschmidt and Thomas P. Scholdra
9 Story-based consumer engagement: a conceptual framework 204
Laurence Dessart and Valentina Pitardi
10 Personality-based consumer engagement styles:
conceptualization, research propositions and implications 224
Linda D. Hollebeek, Jamid Ul Islam, Keith Macky,
Takashi Taguchi, Carolyn Costley and Dale Smith
11 Practices, engagement, and service systems as a holistic
perspective on technological actors 245
Jennifer Chandler

Introduction: customer engagement and organizational
performance: a financial perspective 259
Bobby J. Calder
12 Review of engagement drivers for an instrument to measure
customer engagement marketing strategy 271
Shiri Vivek, Cynthia Kazanis and Ingita Jain
13 Positively and negatively valenced customer engagement: the
constructs and their organizational consequences 291
Julia Marbach, Niloofar Borghei Razavi, Cristiana R. Lages and
Linda D. Hollebeek
14 Customer engagement and organizational performance: a
service-dominant logic perspective 311
Civilai Leckie, Munyaradzi W. Nyadzayo and Lester W. Johnson
15 Leveraging user-generated content: a visual case analysis of
Contiki’s brand co-creation campaign 329
Robyn Ouschan, Jay Turkington and Julie Napoli
16 A web site engagement measurement for digital marketers 358
Antonio Hyder and Otto Regalado-Pez.a
17 Temporality of customer engagement in service innovation: a
theoretical model 376
Amela Karahasanović, Linda D. Hollebeek, Dimitra Chasanidou
and Calin Gurau

Introduction: value creation and co-creation within networks 391
Sharon E. Beatty
18 The impact of customer engagement behaviors and
majority/minority information on the use of online reviews 402
Thomas L. Baker, Paul Fombelle, Clay Voorhees,
Kristina K. Lindsey Hall and Blake Runnalls
19 Sharing uncertainty across organizations: service capital and
customer engagement for realizing nonownership value 423
Michael Ehret and Jochen Wirtz
20 Connections and interactions: an engagement perspective on
customer networks 441
Kim A. Johnston and Anne B. Lane
21 The role of consumer engagement in recovering online service
failures: an application of service-dominant logic 456
Jamid Ul Islam, Zillur Rahman and Linda D. Hollebeek
22 Conceptualizing health consumer engagement: an extended
framework of resource integration, co-creation and engagement 470
Kara Burns and Sven Tuzovic
Index 493
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