Why Do Customers Engage?
To meet customers’ expectations and profitably manage customer engagement, firms need to know whether and why their customers want to engage. This chapter sheds light on CE drivers from consumer perspective and implies the repertory of customer incentives that need to be developed by firms for profitable customer engagement management on consumer markets. Based on the survey of 2080 consumers Żyminkowska reveals rather low CE intensity among Polish consumers across all markets under study. She discovers that customer motivations, associated with customer goals and values, are more influential drivers of CE than customer involvement or loyalty. This chapter also highlights the role of hedonic and utilitarian motivations in driving the customer engagement.
KeywordsCustomer engagement drivers Customer engagement motivations Customer involvement Customer loyalty Empirical findings on customer engagement
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