Journal ArticleDOI
Customer engagement, buyer‐seller relationships, and social media
TLDR
In this article, a model of the customer engagement cycle is presented, linking it to the marketing concept, market orientation, and relationship marketing, and a customer engagement matrix is developed.Abstract:
Purpose – The advent of the internet and in particular the interactive features of Web 2.0 in recent years have led to an explosion of interest in customer engagement. The opportunities presented by social media to help build close relationships with customers seem to have excited practitioners in a wide variety of industries worldwide. Academic scholarship on customer engagement, however, has lagged practice and its theoretical foundation is relatively underdeveloped and a better understanding of the concept is essential to develop strategies for customer engagement. This paper seeks to address some of these issues.Design/methodology/approach – The paper attempts to enhance understanding of customer engagement by examining practitioner views of customer engagement, linking it to the marketing concept, market orientation, and relationship marketing, modeling the customer engagement cycle, and developing a customer engagement matrix.Findings – The paper develops a model of the customer engagement cycle wit...read more
Citations
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Journal ArticleDOI
From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing
TL;DR: In this article, the authors discuss the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discuss how modern research into industrial marketing and services marketing as well as customer relationship economics shows that another approach to marketing is required.
Journal ArticleDOI
From Marketing Mix to Relationship Marketing
TL;DR: The authors discusses the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discusses how modern research into, for example, industrial marketing and services marketing as well as customer relationship economics shows that another approach to marketing is required.
Journal ArticleDOI
Social media competitive analysis and text mining: A case study in the pizza industry
Wu He,Shenghua Zha,Ling Li +2 more
TL;DR: An in-depth case study which applies text mining to analyze unstructured text content on Facebook and Twitter sites of the three largest pizza chains: Pizza Hut, Domino's Pizza and Papa John's Pizza reveals the value of social media competitive analysis and the power of text mining as an effective technique to extract business value from the vast amount of available social media data.
Journal ArticleDOI
A Generalized Multidimensional Scale for Measuring Customer Engagement
TL;DR: In this article, the authors have attempted to understand customer engagement empirically, i.e., the level of the customer's (or potential customer's) engagement with a product beyond purchase.
Journal ArticleDOI
The Role of Customer Engagement in Building Consumer Loyalty to Tourism Brands
TL;DR: In this paper, the authors investigated the linkages of customer engagement with traditional antecedents of brand loyalty and found that customer engagement enhances customers' service brand evaluation, brand trust, and brand loyalty.
References
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Journal ArticleDOI
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The Commitment-Trust Theory of Relationship Marketing
Robert Morgan,Shelby D. Hunt +1 more
TL;DR: Relationship marketing, established, developing, and maintaining successful relational exchanges, constitutes a major shift in marketing theory and practice as mentioned in this paper, after conceptualizing relationship relationships as a set of relationships.
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TL;DR: In this paper, the authors address three questions: (1) Why are some organizations more market-oriented than others? (2) What effect does a market orientation have on employees and business performance? (3) D...
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TL;DR: In this paper, the authors question the economic benefits of improving customer satisfaction and question whether there are economic benefits to improving quality and customer satisfaction, and they also question the link between quality and satisfaction.