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Conclusion

  • Katarzyna Żyminkowska
Chapter

Abstract

The last chapter of the book offers a quick glance at the key theoretical and empirical contributions of the entire publication and forms the foundations for further enhancement of the effective and efficient customer engagement management in the marketing field. Żyminkowska provides a summary guide useful for further advanced research in the fields of engagement marketing, engagement orientation, or customer engagement-based business models, that form likely looking stream in marketing domain for business and academia.

Keywords

Discussion of customer engagement research findings Contributions to customer engagement knowledge 

References

  1. Convero. (2016). Convero Customer Engagement Study: Customer Loyalty, Sales and Profits. Westlake, OH: Convero.Google Scholar
  2. Grönroos, C. (2007). Service Management and Marketing: Customer Management in Service Competition. Chichester: John Wiley & Sons.Google Scholar
  3. Pansari, A., & Kumar, V. (2017). Customer Engagement: The Construct, Antecedents, and Consequences. Journal of the Academy of Marketing Science, 45, 294–311.CrossRefGoogle Scholar
  4. Ritzer, G., & Jurgenson, N. (2010). Production, Consumption, Prosumption: The Nature of Capitalism in the Age of Digital ‘Prosumer’. Journal of Consumer Culture, 10(1), 13–36.CrossRefGoogle Scholar
  5. Sorenson, S., & Adkins, A. (2014, July 22). Why Customer Engagement Matters So Much Now. Business Journal.Google Scholar

Copyright information

© The Author(s) 2019

Authors and Affiliations

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

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