Description
Book SynopsisCustomer 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.
Contributors include: T.L. Baker, S.E. Beatty, R.N. Bolton, K. Burns, B.J. Calder, J.D. Chandler, D. Chasanidou, C. Costley, D. Cox, K. de Ruyter, L. Dessart, M. Ehret, A. Fjuk, P.W. Fombelle, D. Grewal, C. Gurau, K.L. Hall, W. Hammedi, M. Hammerschmidt, B. Henkens, L.D. Hollebeek, A. Hyder, J.U. Islam, I. Jain, L.W. Johnson, K. Johnston, A. Karahasanovi , C. Kazanis, D.I. Keeling, S.J. Kim, V. Kumar, C.R. Lages, A. Lane, C. Leckie, T. LeClercq, S. Leroi-Werelds, K. Macky, E.C. Malthouse, J. Marbach, E. Maslowska, J. Napoli, D. Novikova, M. Nyadzayo, R. Ouschan, V. Pitardi, I. Poncin, N. Puccinelli, Z. Rahman, N.B. Razavi, O. Regalado-Pezúa, A.L. Roggeveen, B. Runnalls, T.P. Scholdra, E.B. Schweiger, N. Sivertstol, D.E. Sprott, S. Streukens, T. Taguchi, J. Turkington, S. Tuzovic, A. van Riel, K. Verleye, N. Vijverman, V. Viswanathan, S.D. Vivek, C.M. Voorhees, W.H. Weiger, J. Wirtz
Trade Review'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 effect 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 Clark, Henley Business School, University of Reading, UK
Table of ContentsContents: Introduction to the Handbook of Research on Customer Engagement 1 Linda D. Hollebeek and David E. Sprott PART I CUSTOMER ENGAGEMENT AND MARKETING PRACTICE 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 PART II CUSTOMER ENGAGEMENT CONCEPTUALIZATION AND CONCEPTUAL RELATIONSHIPS 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 PART III CUSTOMER ENGAGEMENT AND ORGANIZATIONAL PERFORMANCE 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 PART IV CUSTOMER ENGAGEMENT AND NETWORKED ENVIRONMENTS 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
