Please enable JavaScript.

Coggle requires JavaScript to display documents.

Customer engagement (introduction (customer management (perspectives…

- - - - transaction based
      - relationship marketing
        
        goal
        
        establish positive relationships with customers and ensure customer satisfaction and loyalty
        
        building
        
        trust and comittment
      - engagement marketing
        
        creating
        
        satisfaction and emotion
        
        emotional connection
        
        examples
        
        advertise campan
  - - - satisfaction
      - involvement
        
        the level of relevence, excitment, appeal, whants and benefits
      - loyalty
      - trust
      - commitment
      - brand value
      - engagement
        
        the mechanics of customer value addition to the firm, either through direct or indirect contribution
        
        psychological literature
        
        constructed framework
        
        features
        
        focus on process of customer engagement
        
        aims
        
        describe how CE can be gained
        
        linking the direct and indirect contributions of CE to tangible and intangible firm performance outcomes
        
        factors moderating the link between satisfaction and direct contributions and between emotions and indirect contributions
        
        convenience
        
        nature of the firm (B2B or B2C)
        
        type of industry(service vs. product)
        
        value of brand (high vs. low)
        
        level of involvement (high vs. low)