Exploring customer engagement marketing (CEM) and its impact on customer engagement behaviour (CEB) stimulation

This work-in-progress paper aims at studying an emerging topic in the customer engagement literature called ‘Customer Engagement Marketing’ (CEM). Customer Engagement Marketing (CEM) is viewed as a foundational tool and a technique for organizations to capitalize on customer engagement to achieve their objective

HUBUNGAN ANTARA BRAND TRUST DENGAN CUSTOMER ENGAGEMENT PADA MAHASISWI PENGGUNA WARDAH KOSMETIK

Semakin tingginya persaingan dalam industri kosmetik membuat perusahaan harus dapat meningkatkan customer engagement pada produk yang dibuat. Customer engagement adalah sebuah proses yang melibatkan kehadiran fisik, kognitif dan emosional customer yang muncul karena adanya hubungan pada merek serta pelayanan merek tertentu. Customer yang memiliki brand trust maka akan terpenuhi rasa percaya dan aman pada merek tersebut. Penelitian ini bertujuan untuk mengetahui hubungan antara brand trust dengan customer engagement. Populasi penelitian ini adalah mahasiswi Psikologi UNDIP dengan sampel penelitian sebanyak 70 orang dengan karakteristik mahasiswi yang menggunakan produk Wardah kosmetik. Teknik sampling yang digunakan yaitu sampling purposive. Pengumpulan data menggunakan Skala Brand Trust (27 aitem, α = .91) dan Skala Customer Engagement (24 aitem, α = .92). Hasil penelitian menunjukkan koefisien korelasi (rxy) =.73 dengan nilai p<.01. Hasil tersebut menunjukkan bahwa hipotesis yang diajukan peneliti terbukti, yaitu terdapat hubungan positif yang signifikan antara brand trust dengan customer engagement. Semakin tinggi brand trust maka semakin tinggi customer engagement. Brand trust memberikan sumbangan efektif sebesar 53% terhadap customer engagement. Kata Kunci: brand trust, customer engagement, mahasiswi, Wardah kosmeti

Good, better, engaged? The effect of company-initiated customer engagement behavior on shareholder value

In today’s connected world, customer engagement behaviors are very important. Many companies launch initiatives to stimulate customer engagement. However, despite evidence that customer engagement behavior also matters to share-holders, academic research on the firm value consequences of customer engagement campaigns is limited. This study is the first to investigate the value-related consequences of firm-initiated customer engagement behaviors, using shareholder evaluations of the public announcements of such initiatives. We find that companies’ customer engagement initiatives, on average, decrease market value, which is likely because the shareholders are sensitive to the risk of these initiatives backfiring.Nevertheless, initiatives that stimulate word-of-mouth are viewed less negatively than initiatives that solicit customer feedback, as are initiatives that are supported by social media. Companies that operate in a competitive environment or do not advertise much can create value by stimulating customer engagement, while companies with a strong corporate reputation are likely to not benefit from it

Determine the Role of Customer Engagement on Relationship Quality and Relationship Performance

This conceptual paper aims to investigating the potential effect of relationship market orientation upon buyer-seller relationship with particular emphases on customer engagement, relationship quality, and relationship performance. Engagement is a central concept in the social psychology/exchange literature. Customer engagement explains how social relationships initiate, endure and develop. The literature on buyer-seller relationships has been inspired by social psychology/exchange, adopting concepts such as trust and commitment, but overlooking the concept of customer engagement. In this study we propose a conceptual perspective on customer engagement that is based on the principle of social exchange. We demonstrate the relevance of customer engagement by linking it to relationship quality and relationship performance. More specifically, it is argued that the outcome of relationship quality from a lack of customer engagement by moderating effects of relationship involvement. Purpose of study to provide insight into customer engagement when viewed through perspective of social exchange lens. Objective of study to determine the major customer engagement is really matter in relationship quality and relationship performance. To determine the relationship involvement moderate between customer engagement and relationship quality Key words: Engagement, Relationship Quality, Relationship Involvement, Relationship Performance

PERAN MEDIASI CUSTOMER ENGAGEMENT DALAM CUSTOMER EXPERIENCE DAN CUSTOMER LOYALTY (Studi Empiris pada Pelanggan 3 Coffee Madiun)

Tujuan penelitian adalah menganalisis pengaruh antara customer experience dan customer engagement terhadap customer loyalty serta pengaruh customer engagement sebagai variable mediasi. Obyek penelitian adalah pelanggan 3 coffee Madiun dengan jumlah sampel 96 responden. Hasil penelitian menggunakan analisis jalur ditemukan bahwa customer experience memiliki pengaruh terhadap customer engagement serta memiliki pengaruh juga terhadap customer loyalty. Demikian juga customer engagement berpengaruh terhadap customer loyalty. Customer engagement terbukti memiliki peran sebagai mediasi antara customer experience dan customer loyalty dengan peran sebagai mediasi parsial

a framework and meta-analysis

Santini, F. D. O., Ladeira, W. J., Pinto, D. C., Herter, M. M., Sampaio, C. H., & Babin, B. J. (2020). Customer engagement in social media: a framework and meta-analysis. Journal Of The Academy Of Marketing Science. [Advanced online publication on 27 May 2020]. Doi: https://doi.org/10.1007/s11747-020-00731-5This research examines customer engagement in social media (CESM) using a meta-analytic model of 814 effect sizes across 97 studies involving 161,059 respondents. Findings reveal that customer engagement is driven by satisfaction, positive emotions, and trust, but not by commitment. Satisfaction is a stronger predictor of customer engagement in high (vs. low) convenience, B2B (vs. B2C), and Twitter (vs. Facebook and Blogs). Twitter appears twice as likely as other social media platforms to improve customer engagement via satisfaction and positive emotions. Customer engagement is also found to have substantial value for companies, directly impacting firm performance, behavioral intention, and word-of-mouth. Moreover, hedonic consumption yields nearly three times stronger customer engagement to firm performance effects vis-à-vis utilitarian consumption. However, contrary to conventional managerial wisdom, word-of-mouth does not improve firm performance nor does it mediate customer engagement effects on firm performance. Contributions to customer engagement theory, including an embellishment of the customer engagement mechanics definition, and practical implications for managers are discussed.authorsversionpublishe

Sports Sponsorship As A Tool For Customer Engagement

This paper reports the findings from a series of semi-structured interviews with Sponsorship Managers in major UK-based sports sponsors. The key theme explored is the use of sponsorship leverage strategies as a means of deepening engagement with both existing and potential customers. Therefore, this study draws on literature from the field of customer engagement, relating this to sponsorship objectives, in order to assess the extent to which sponsors are actively seeking to engage customers through their sponsorship activities. Customer engagement and building an affinity with brands are cited as objectives now being pursued by sponsors. The findings suggest that sponsorship is increasingly being used by brands as a springboard for wider marketing communications activity, including social media and event-based customer experiences. Sponsorship success is not guaranteed simply by buying the rights to associate with a sporting property, but rather, is maximised when creatively activated to engage customers interactively, as opposed to the one-way communication medium of advertising. The evidence provided highlights examples of good practice among sponsors in a growing area of interest. Therefore, a wider ranging study of the use of event-based experiences and social media as sponsorship leverage strategies is proposed as an area for future research

Essays on Customer Engagement Strategies and Tactics in Business and Consumer Markets

In the last decade, customer engagement has become a key topic for both practitioners and researchers. Classically, customer engagement deals with customer behavior beyond purchase and thus non-monetary contributions by the customer, such as Word-of-Mouth (WOM), feedback and online reviews, or participation in the innovation process. While previous literature largely focused on the conceptualization of customer engagement itself, only a few studies have investigated how managers can actually stimulate and/or facilitate customer engagement. However, the latter is of high importance since only a few customers are truly engaged and it is often left to the firm to take the initiative to engage the customer. Thus, marketers need to understand how to design and successfully implement customer engagement initiatives. Accordingly, this dissertation investigates customer engagement strategies and tactics. While customer engagement strategy pertains to the overarching plan to leverage customer engagement to achieve the firm’s goals, customer engagement tactics deal with single actions taken by the firm to facilitate customer engagement across the various touchpoints in the customer journey. Specifically, this dissertation includes three essays, each addressing distinct questions with respect to customer engagement over the customer journey. Specifically, the first essay is conceptual in nature and provides an analysis of the strategic relevance of customer engagement in business-to-business (B2B) markets. The second essay explores how industrial firms can leverage service touchpoints as opportunities to engage their B2B customers in the post-purchase phase by employing the field service force for cross- and up-selling. Finally, the third essay investigates how marketers can use executional content cues in their TV advertisings (e.g., informativeness, creativity, or branding) to engage consumers and mitigate zapping behavior. Both empirical studies are based on unique datasets of real-world engagement tactics and related customer behavior obtained from co-operating companies