Customer Engagement Marketing (eBook)

Robert W. Palmatier, V. Kumar, Colleen M. Harmeling (Herausgeber)

eBook Download: PDF

2017 | 1st ed. 2018
XVIII, 328 Seiten
Springer International Publishing (Verlag)
978-3-319-61985-9 (ISBN)

Infos

This book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing strategies. Responding to the rapidly changing business landscape where consumers are more connected, accessible, and informed than ever before, many firms are investing in customer engagement marketing. The book will appeal to academics, practitioners, consultants, and managers looking to improve customer engagement.  

Robert W. Palmatier is Professor of Marketing at the University of Washington, USA. He is the Editor-in Chief of Journal of Academy of Marketing Science. 

V. Kumar (VK) is the Regents Professor, Richard and Susan Lenny Distinguished Chair, and Professor in Marketing at Georgia State University, USA. VK has published over 250 articles, 25 books and has received over 25 Research and Teaching Excellence Awards.

Colleen Harmeling is Assistant Professor of Marketing and Dean's Emerging Scholar at Florida State University, USA. Her research has appeared in Journal of Marketing, Journal of International Business Studies, Marketing Science Institute Working Paper Series, and has been presented at numerous marketing conferences.

Inhalt

Dedication 5
Preface and Acknowledgments 6
Contents 9
List of Figures 12
List of Tables 13
Chapter 1: Customer Engagement Marketing 15
Customer Engagement: Introduction and Organizing Framework 15
Understanding Customer Engagement 17
Theory of Customer Engagement 18
Measuring Customer Engagement 25
Implementing Customer Engagement 26
Organization of the Book 29
Part 1: Antecedents of Customer Engagement 30
Part 2: Consequences of Customer Engagement 33
Part 3: Application Context of Customer Engagement 35
Conclusion 37
References 39
Part I: Antecedents of Engagement 42
Chapter 2: If You Build It Right, They Will Engage: A Study of Antecedent Conditions of Customer Engagement 43
Data Collection and Analysis 45
Findings 46
Critical Elements of Engagement Strategy 46
Individual Preconditions 55
Conclusion 58
Managerial Implications 60
Limitations and Future Research Directions 61
References 62
Chapter 3: Measuring and Managing Customer Engagement Value Through the Customer Journey 64
Introduction 64
Literature Review 66
Customer Journeys 66
Customer Management 67
Customer Relationship Management (CRM) 69
Customer Experiences and Customer Journeys 69
Customer Engagement 70
Customer Engagement Value in the Context of the Customer Journey 71
Amazon’s Initiatives Toward Customer Engagement Value 72
Research Framework 74
Acquisition 75
What Is Known? 75
What Do We Need to Know? 75
Growth 76
What Is Known? 76
What Do We Need to Know? 76
Retention 77
What Do We Know? 77
What Do We Need to Know? 78
Win-Back 79
What Do We Know? 79
What Do We Need to Know? 79
Summary, Managerial Implications, and Future Research 79
References 82
Chapter 4: Customer Engagement Through Personalization and Customization 86
Engagement Goals Along the Customer Lifecycle 87
Reaching Engagement Goals Through  Customization and Personalization 89
Customization 89
Personalization 93
Contingency Factors Influencing the Applicability of Customization and Personalization 96
Customer Characteristics 97
Relationship Characteristics 98
Concluding Thoughts 100
References 101
Chapter 5: Managing Product Returns Within the Customer Value Framework 106
Introduction 106
The Relationship Between Product Returns and Customer Value 108
Antecedents of Customer Product Return Decisions 111
Seller’s Decisions During Pre-purchase Stage 111
Seller Return Policy in Post-purchase Stage 113
Monetary Leniency 114
Time Leniency 118
Scope Leniency 118
Effort Leniency 118
Exchange Leniency 119
Summary of Return Leniency 119
Customer Characteristics 119
Product Characteristics 120
Consequences of Customer Returns on Transactional and Non-transactional Behaviors 121
Impact on Future Purchase and Return Behavior 121
Impact on Customer Engagement Behaviors 122
Conclusion and Discussion 123
References 126
Chapter 6: Multi-tier Loyalty Programs to Stimulate Customer Engagement 130
Stimulating Customer Engagement 130
Multi-tier Loyalty Programs: Definition and Examples 131
Definition of Multi-tier Loyalty Programs 131
Examples of Multi-tier Loyalty Programs 132
Mechanisms to Stimulate Customer Engagement 135
Monetary and Non-monetary Rewards (Instrumental Benefits) 135
Status (Symbolic Benefits) 137
Customer-Company Identification (Emotional Benefits) 138
Consumer Learning (Cognitive Benefits) 140
The Dark Side of MTLPs 141
Conclusion 145
References 146
Chapter 7: Happy Users, Grumpy Bosses: Current Community Engagement Literature and the Impact of Support Engagement in a B2B Setting on User and Upper Management Satisfaction 151
Introduction 151
Literature Overview 153
Conceptual Development and Hypotheses 158
Sources of Service Support 158
Job Function Heterogeneity 162
Hypotheses 165
An Illustrative Example 166
Data and Sample 166
Measures 167
Modeling Approach 168
Results 169
Factor Analysis 169
Regression Results 169
Robustness Checks 171
Discussion 172
Theoretical Implications 172
Managerial Implications 173
Further Research Opportunities 174
References 175
Part II: Consequences of Customer Engagement 180
Chapter 8: Customer Engagement and Employee Engagement: A Research Review and Agenda 181
How Customers and Employees Affect Organizational Performance 182
Customer Engagement and Employee Engagement: Definition 183
Theoretically Integrating Customer Engagement and Employee Engagement 184
Customer Engagement and Employee Engagement: Empirical Assessment 196
Customer Engagement and Employee Engagement: Contingent Factors 198
Outcomes of Customer Engagement and Employee Engagement 199
Methodological Issues in Examining Customer Engagement and Employee Engagement 201
Conclusion 202
References 203
Chapter 9: The Disruptive Impact of Customer Engagement on the Business-to-Consumer Sales Force 210
Introduction 210
Focus Group and Literature Review: Key Challenges in Selling to Engaged Customers 214
Theme 1: Customer and Salesperson Incongruence 214
Theme 2: Customer’s Minds Are Made Up 216
Theme 3: Customers Believe Themselves to Be Well-Informed 218
Proposed Solution 220
References 224
Part III: Application Context of Customer Engagement 226
Chapter 10: Creating Stronger Brands Through Consumer Experience and Engagement 227
How Are Brands Evolving? 228
What Is an Experientially Engaging Brand? 229
Is Experiential Engagement Different from Traditional Constructs and Metrics? 234
Do Experientially Engaging Brands Perform Better? 235
Why Might Experientially Engaging Brands Perform Better? 238
Can All Brands Be Experientially Engaging? 240
What About Social Media Behavior? 241
What Is the Future Significance of Experientially Engaging Brands? 243
References 244
Chapter 11: From Customer to Partner Engagement: A Conceptualization and Typology of Engagement in B2B 249
Introduction 249
A B2B Perspective on Engagement 251
Specific Properties of B2B Markets and Their Implications for Engagement 252
From Customer Engagement to Partner Engagement 255
A Typology of B2B Partner Engagement 258
Overview of the Typology 258
Insights from the Typology 261
Level of Partner Engagement Behavior 263
Depth of Resource Integration 263
Conditions for Different Partner Engagement Types 264
Special Cases 265
Importance of Strategic Engagement in B2B 266
Discussion 267
Summary 267
Managerial Implications 268
Avenues for Future Research 268
References 270
Chapter 12: Engaging with Brands: The Influence of Dispositional and Situational Brand Engagement on Customer Advocacy 275
Introduction 275
Engagement from Customers to Brands 277
Dispositional Brand Engagement 278
Situational Brand Engagement 280
Hypotheses Development 280
BESC and Situational Brand Engagement 280
Brand Schematicity and Situational Brand Engagement 282
Brand Engagement and Customer Advocacy 283
Method 284
Participants 284
Procedure 285
Results 286
Measurement Model and Common Method Variance 286
Descriptive Statistics 286
Structural Equation Modeling (SEM) Analysis 287
General Discussion 290
Theoretical Implications 291
Managerial Implications 293
Appendix: Scale Items 294
References 295
Chapter 13: The Emotional Engagement Paradox 299
Emotional Engagement 301
Data and Methodology 302
Measures 303
Analysis 304
Conclusion 306
What’s Next? Relative Metrics and Share of Engagement 307
References 309
Chapter 14: Conclusion: Informing Customer Engagement Marketing and Future Research 312
Designing Customer Engagement Marketing Initiatives 314
Facilitating Customer Engagement 314
Incentivizing Customer Engagement 319
Capturing Value from Customer Engagement 320
Deploying Customer Engagement Marketing Initiatives 322
Targeting Customers for Engagement Initiatives 322
Determining Timing of Engagement Initiatives and Exposure to Customer Engagement 324
Potential Dangers of Customer Engagement Marketing 325
References 326
Index 329

Produkt-Details

• Erscheint lt. Verlag: 29.8.2017
• Zusatzinfo: XVIII, 328 p. 21 illus., 7 illus. in color.
• Verlagsort: Cham
• Sprache: englisch
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
• Schlagworte: Consumer Behavior • Consumer Relations • Customer Engagement • Marketing • product innovation • Relationship Management • Strategy
• ISBN-10: 3-319-61985-3 / 3319619853
• ISBN-13: 978-3-319-61985-9 / 9783319619859