A GENERALIZED MULTIDIMENSIONAL SCALE FOR MEASURING CUSTOMER ENGAGEMENT

As firms work to engage customers better, researchers have attempted to understand customer engagement (CE) empirically. CE goes beyond purchase and is the level of the customer's ( or potential customer's) interactions and connections with the brand or firm's offerings or activities, often involving others in the social network created around the brand/offering/activity. Engaged individuals include current as well as prospective customers. Following the expanded relationship metaphor and service-dominant logic, the researchers conceptualize a three-dimensional view of CE, including conscious attention, enthused participation, and social connection. The final 10-item scale is thoroughly developed and subsequently validated in several contexts. In addition, its nomological validity is assessed.