Customer Engagement Behavior: Theoretical Foundations and Research Directions

被引：2124

作者：

van Doorn, Jenny

Lemon, Katherine N. ^{[3
]}

Mittal, Vikas ^{[1
]}

Nass, Stephan ^{[6
,7
]}

Pick, Doreen ^{[4
]}

Pirner, Peter ^{[5
]}

Verhoef, Peter C. ^{[2
]}

机构：

[1] Rice Univ, Jones Sch Business, Houston, TX 77251 USA

[2] Univ Groningen, Dept Mkt, Fac Econ & Business, Groningen, Netherlands

[3] Boston Coll, Carroll Sch Management, Chestnut Hill, MA 02167 USA

[4] Free Univ Berlin, Dept Mkt, Berlin, Germany

[5] TNS Infratest, Munich, Germany

[6] Univ Munster, Inst Mkt, Munster, Germany

[7] Univ Munster, Mkt Ctr Munster, Munster, Germany

来源：

JOURNAL OF SERVICE RESEARCH | 2010年 / 13卷 / 03期

关键词：

customer engagement; customer loyalty; cocreation; services marketing; WORD-OF-MOUTH; LONGITUDINAL ANALYSIS; DYNAMIC-MODEL; SATISFACTION; BRAND; ANTECEDENTS; IMPACT; CONSEQUENCES; MANAGEMENT; COMMITMENT;

D O I：

10.1177/1094670510375599

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This article develops and discusses the concept of customer engagement behaviors (CEB), which we define as the customers' behavioral manifestation toward a brand or firm, beyond purchase, resulting from motivational drivers. CEBs include a vast array of behaviors including word-of-mouth (WOM) activity, recommendations, helping other customers, blogging, writing reviews, and even engaging in legal action. The authors develop a conceptual model of the antecedents and consequences-customer, firm, and societal-of CEBs. The authors suggest that firms can manage CEBs by taking a more integrative and comprehensive approach that acknowledges their evolution and impact over time.

引用

页码：253 / 266

页数：14

共 93 条

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