C.M. Sashi
Emerald Group Publishing Limited: Management Decision Vol. 50 No. 2, 2012 pp. 253-272
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 with connection, interaction, satisfaction, retention, loyalty, advocacy, and engagement as stages in the cycle. It arrays customers in a customer engagement matrix according to the degree of relational exchange and emotional bonds that characterize their relationship with sellers. Four types of relationships emerge: transactional customers, delighted customers, loyal customers, and fans.
Research limitations/implications – The paper is an initial attempt to develop a theoretical
framework for customer engagement and further research is required to better understand several
aspects of the framework. Future research can also investigate questions stemming from this research, for instance, how different Web 2.0 tools may be used to build customer engagement in consumer and business markets.
Practical implications – Customer engagement turns customers into fans. But for customers to
become fans they have to progress through the stages of the customer engagement cycle. In addition to current fans, sellers need a mix of transactional, delighted, and loyal customers who can be turned into fans in the future. A mix of digital and nondigital technologies can be employed to facilitate customers’ transition through the stages in the customer engagement cycle.
Originality/value – The paper develops a conceptual model of customer engagement that improves
understanding of the concept and provides the foundation for strategies to better satisfy customers
using Web 2.0 tools like social media.
Keywords : Customer engagement, Buyer-seller relationships, Social media,Web 2.0, Relational exchange, Emotional bonds, Customer orientation, Marketing strategy
1. Introduction
Customer engagement has emerged in the last few years as a topic of great interest to
managers and consultants in diverse industries and companies worldwide as
evidenced by the large number of white papers, blogs, discussion forums,
commentaries, seminars, and symposia generated by a general search for the terms (see, e.g. Wikipedia, 2011). Increasing interest in customer engagement has paralleled
the continued evolution of the internet and the emergence of new digital technologies
and tools that has been dubbed Web 2.0, especially social media like wikis, blogs, micro
blogging sites like Twitter, bookmarking sites like del.icio.us, video sites like
YouTube, virtual worlds like Second Life, and social networking sites like Facebook,
MySpace, and LinkedIn (see, e.g. Wirtz et al., 2010). The interactive nature of social
media with its ability to establish conversations among individuals and firms in
communities of sellers and customers and involve customers in content generation and
value creation has excited practitioners with its potential to better serve customers and
satisfy their needs.
Practitioners have been at the forefront of attempts to understand, define, and build
customer engagement . . . . ..(baca selengkapnya)
Artikel
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