Interpreting Customer Engagement in the Marketing Discipline

  • Katarzyna Żyminkowska


This chapter addresses the problem of the CE research fragmentation and terminology confusions. Żyminkowska discusses existing customer engagement interpretations, forms, and models and confronts them with other marketing categories to recognize the originality of distinct CE understandings in the marketing discipline. She systemizes CE knowledge adapting the integrative approach and brings together the contributions from parallel streams that evolved in the previous CE research, suggesting the complementarity of those streams. The integrative CE understanding, offered in this chapter, is based on behavioural interpretation and enriched with attitudinal factors of customer behaviour that are exposed in multidimensional, attitudinal perspective. Consequently, Żyminkowska proposes the typology of customer engagement forms (types) including customers’ communication, customer complaints, and customer collaboration.


Integrated perspective on customer engagement Customer engagement interpretations Customer engagement forms Customer engagement models 


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Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Katarzyna Żyminkowska
    • 1
  1. 1.University of Bielsko-BialaBielsko-BialaPoland

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