A customer engagement framework for a B2B context
Journal of Business & Industrial Marketing
Article publication date: 5 February 2018
The purpose of this study is to investigate conceptually the relationship between the customer’s engagement and equity and to determine whether customer engagement could be positively enhanced by business-to-business (B2B) firms to maximize their customer equity, through examining the role of cognitive, emotional and behavioral engagement.
This paper is built on the evolving marketing literature and proposes a comprehensive framework that uses a multidimensional conceptualization for the customer’s engagement and equity constructs; examines the relationships between customer satisfaction, commitment, trust and involvement and customer engagement; and specifies the specific customer engagement dimensions – cognitive, emotional and behavioral – as key mediators of the engagement–equity relationship.
This paper indicated that customer engagement is a multidimensional construct with three dimensions: cognitive, emotional or behavior engagement. Customer’s satisfaction, commitment, trust and involvement would be regarded as antecedents to customer engagement, whereas customer equity would be regarded a consequence for customer engagement. In addition, this paper identified three drivers of customer equity – value, brand and relationship equities – based on reviewing the previous studies.
This paper integrates philosophies from previous marketing studies of customer relationship management and customer engagement and equity into a B2B environment in a more customer-centric approach.
Youssef, Y.M.A., Johnston, W.J., AbdelHamid, T.A., Dakrory, M.I. and Seddick, M.G.S. (2018), "A customer engagement framework for a B2B context", Journal of Business & Industrial Marketing, Vol. 33 No. 1, pp. 145-152. https://doi.org/10.1108/JBIM-11-2017-0286
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