Customer Engagement in Theory and Practice A Marketing Management Pe
Offering a pragmatic understanding of customer engagement as an object of effective marketing management, this book takes an integrative approach and brings together different streams of marketing research, such as customer activism and value formation. T
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Katarzyna Żyminkowska
Customer Engagement in Theory and Practice
Katarzyna Żyminkowska
Customer Engagement in Theory and Practice A Marketing Management Perspective
Katarzyna Żyminkowska University of Bielsko-Biala Bielsko-Biala, Poland
ISBN 978-3-030-11676-7 ISBN 978-3-030-11677-4 (eBook) https://doi.org/10.1007/978-3-030-11677-4 Library of Congress Control Number: 2019931334 © The Editor(s) (if applicable) and The Author(s) 2019 This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. Cover illustration: Pattern © John Rawsterne/patternhead.com This Palgrave Pivot imprint is published by the registered company Springer Nature Switzerland AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
Acknowledgements
The research leading to the results discussed in this book has received funding from National Science Centre, Poland in project no. 2 014/13/B/ HS4/01614.
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Contents
1 Concepts of Customer Activism 1 1.1 Value Co-creation Phenomenon and Related Concepts 3 1.2 Network Management and Related Concepts 9 References 18 2 Interpreting Customer Engagement in the Marketing Discipline 23 2.1 Customer Engagement Definitions in Marketing Field 24 2.2 Customer Engagement Dimensions and Forms 31 2.3 Customer Engagement Antecedents and Consequences 43 References 51 3 Placing Customer Engagement Within Marketing Management 55 3.1 Engaging Customer in Value Proposition Formation 57 3.2 Perceived Customer Value and Customer Engagement Linkages 68 References 76
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viii Contents
4 Why Do Customers Engage? 81 4.1 Methodology of Consumer Engagement Research 82 4.2 Intensity of Customer Engagement Across Product Categories 87 4.3 Customer Values in Driving the Customer Engagement 96 4.4 Customer Involvement and Loyalty Impact on Customer Engagement100 Refere
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