Skip to main content
SpringerLink
Log in

If You Build It Right, They Will Engage: A Study of Antecedent Conditions of Customer Engagement

  • Chapter
  • First Online:
Customer Engagement Marketing

Abstract

This chapter presents the antecedents of successful customer engagement programs. Drawing from in-depth interviews with practitioners as well as customers, the authors address and discuss eight influences relative to both customer and firm antecedents. The propositions are corroborated with an analysis of a German railway company’s marketing programs.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 189.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 249.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 249.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  • Abbott, L. (1955). Quality and Competition. New York: Columbia University Press.

    Google Scholar 

  • Ashley, C., Noble, S. M., Donthu, N., & Lemon, K. (2011). Why Customers Won’t Relate: Obstacles to Relationship Marketing Engagement. Journal of Business Research, 64, 749–756.

    Article  Google Scholar 

  • Baumann, J., & Le Meunier-FitzHugh, K. (2015). Making Value Co-creation a Reality – Exploring the Co-creative Value Processes in Customer-Salesperson Interaction. Journal of Marketing Management, 31(3–4), 289–316.

    Article  Google Scholar 

  • Brodie, R. J., Hollebeek, L., Jurić, B., & Ilić, A. (2011). Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research. Journal of Service Research, 14(3), 252–271.

    Article  Google Scholar 

  • Corbin, J., & Strauss, A. (1990). Grounded Theory Research: Procedures, Canons and Evaluative Criteria. Qualitative Sociology, 13(1), 3–21.

    Article  Google Scholar 

  • Dong, B., Evans, K., & Zou, S. (2008). The Effects of Customer Participation in Co-created Service Recovery. Journal of the Academy of Marketing Science, 36(1), 123–137.

    Article  Google Scholar 

  • Edmondson, A. (2002). Managing the Risk of Learning: Psychological Safety in Work Teams. In M. West (Ed.), International Handbook of Organizational Teamwork. London: Blackwell.

    Google Scholar 

  • Fang, E., Palmatier, R., & Evans, K. (2008). Influence of Customer Participation on Creating and Sharing of New Product Value. Journal of the Academy of Marketing Science, 36(3), 322–336.

    Article  Google Scholar 

  • Fournier, S., & Lee, L. (2009). Getting Brand Communities Right. Harvard Business Review, 87(4), 105–111.

    Google Scholar 

  • Gentile, C., Spiller, N., & Noci, G. (2007). How to Sustain the Customer Experience: An Overview of Experience Components that Co-create Value with the Customer. European Management Journal, 25(5), 395–410.

    Article  Google Scholar 

  • Glaser, B., & Strauss, A. (1999). The Discovery of Grounded Theory: Strategies for Qualitative Research. New York: Aldine de Gruyter.

    Google Scholar 

  • Gopalakrishnan, R. (2008). Consumer Engagement Gives Way to Marketing Success. http://www.financialexpress.com/archive/consumer-engagement-gives-way-to-marketing-success/280905. Date Accessed 22 Feb 2017.

  • Grönroos, C., & Voima, P. (2013). Critical Service Logic: Making Sense of Value Creation and Co-creation. Journal of the Academy of Marketing Science, 41(2), 133–150.

    Article  Google Scholar 

  • Hennig-Thuau, T., Wiertz, C., & Feldhaus, F. (2015). Does Twitter Matter? The Impact of Microblogging Word of Mouth on Consumers’ Adoption of New Movies. Journal of the Academy of Marketing Science, 43(3), 375–394.

    Article  Google Scholar 

  • Higgins, E. T., & Scholer, A. (2009). Engaging the Consumer: The Science and Art of the Value Creation Process. Journal of Consumer Psychology, 19(2), 100–114.

    Article  Google Scholar 

  • Hirschman, E. C. (1984). Experience Seeking: A Subjectivist Perspective of Consumption. Journal of Business Research, 12(1), 115–136.

    Article  Google Scholar 

  • Hollebeek, L. (2011). Exploring Customer Brand Engagement: Definition and Themes. Journal of Strategic Marketing, 19(7), 555–573.

    Article  Google Scholar 

  • Hollebeek, L., Srivastava, R., & Chen, T. (2016). S-D Logic–Informed Customer Engagement: Integrative Framework, Revised Fundamental Propositions, and Application to CRM. Journal of the Academy of Marketing Science, first online 06 September 2016.

    Google Scholar 

  • Homans, G. (1958). Social Behavior as Exchange. American Journal of Sociology, 63(6), 597–606.

    Article  Google Scholar 

  • Kahn, W. (1990). Psychological Conditions of Personal Engagement and Disengagement at Work. Academy of Management Journal, 33(4), 692–724.

    Article  Google Scholar 

  • Kumar, V., & Pansari, A. (2016). Competitive Advantage through Engagement. Journal of Marketing Research, 53(4), 497–514.

    Article  Google Scholar 

  • Marbach, J., Lages, C., & Nunan, D. (2016). Who Are You and What Do You Value? Investigating the Role of Personality Traits and Customer-Perceived Value in Online Customer Engagement. Journal of Marketing Management, 32(5–6), 502–525.

    Article  Google Scholar 

  • Martin, C., & Clark, T. (1996). Networks of Customer-to-Customer Relationships in Marketing: Conceptual Foundations and Implications. In D. Iacobucci (Ed.), Networks in Marketing (p. 342). New York: Sage Publications.

    Chapter  Google Scholar 

  • May, D., Gilson, R., & Harter, L. (2004). The Psychological Conditions of Meaningfulness, Safety and Availability and the Engagement of the Human Spirit at Work. Journal of Occupational and Organizational Psychology, 77, 11–37.

    Article  Google Scholar 

  • Mohr, J., & Spekman, R. (1994). Characteristics of Partnership Success: Partnership Attributes, Communication Behavior, and Conflict Resolution Techniques. Strategic Management Journal, 15(2), 135–152.

    Article  Google Scholar 

  • Pansari, A., & Kumar, V. (2016). Customer Engagement: The Construct, Antecedents, and Consequences. Journal of Academy of Marketing Science, first online June 11, 2016.

    Google Scholar 

  • Pine, J. B., & Gilmore, J. H. (1999). The Experience Economy. Boston: Harvard Business Press.

    Google Scholar 

  • Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation Experiences: The Next Practice in Value Creation. Journal of Interactive Marketing, 18(3), 5–14.

    Article  Google Scholar 

  • Vivek, S., Beatty, S., & Morgan, R. (2012). Customer Engagement: Exploring Customer Relationships Beyond Purchase. Journal of Marketing Theory and Practice, 20(2), 122–146.

    Article  Google Scholar 

  • Vivek, S., Beatty, S., Dalela, V., & Morgan, R. (2014). A Generalized Multi-dimensional Scale for Measuring Customer Engagement. Journal of Marketing Theory and Practice, 22(4), 401–420.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Eastern Michigan University, Ypsilanti, MI, USA

    Shiri D. Vivek & Melanie Hazod

  2. University of Alabama, Tuscaloosa, AL, USA

    Sharon E. Beatty

Authors
  1. Shiri D. Vivek
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Sharon E. Beatty
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Melanie Hazod
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. Foster School of Business, University of Washington, Seattle, Washington, USA

    Robert W. Palmatier

  2. Georgia State University, Atlanta, Georgia, USA

    V. Kumar

  3. Florida State University, Tallahassee, Florida, USA

    Colleen M. Harmeling

Rights and permissions

Reprints and permissions

Copyright information

© 2018 The Author(s)

About this chapter

Cite this chapter

Vivek, S.D., Beatty, S.E., Hazod, M. (2018). If You Build It Right, They Will Engage: A Study of Antecedent Conditions of Customer Engagement. In: Palmatier, R., Kumar, V., Harmeling, C. (eds) Customer Engagement Marketing. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-61985-9_2

Download citation

Publish with us

Policies and ethics

Search

Navigation