Customer engagement: the construct, antecedents, and consequences

  • Anita Pansari
  • V. KumarEmail author
Conceptual/Theoretical Paper


In this study, we highlight the need and develop a framework for customer engagement (CE) by reviewing the marketing literature and analyzing popular press articles. By understanding the evolution of customer management, we develop the theory of engagement, arguing that when a relationship is satisfying and has emotional connectedness, the partners become engaged in their concern for each other. As a result, the components of customer engagement include both the direct and the indirect contributions of CE. Based on the theoretical support, our proposed framework elaborates on the components of CE as well as the antecedents (satisfaction and emotion) and consequences (tangible and intangible outcomes) of CE. We also discuss how convenience, nature of the firm (B2B vs. B2C), type of industry (service vs. product), value of the brand (high vs. low), and level of involvement (high vs. low) moderate the link between satisfaction and direct contribution, and between emotions and indirect contribution of CE, respectively. Further, we show how customer engagement can be gained and how firm performance can be maximized by discussing relevant strategies.


Engagement theory Customer engagement Emotions Satisfaction Tangible and intangible performance 



We thank the editor, the AE, and the three anonymous reviewers for their valuable suggestions during the revision of the manuscript. We thank Avishek Lahari and Bharat Rajan for their valuable suggestions. We thank Renu for copyediting the manuscript.


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© Academy of Marketing Science 2016

Authors and Affiliations

  1. 1.Center for Excellence in Brand and Customer Management, J. Mack Robinson College of BusinessGeorgia State UniversityAtlantaUSA

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