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Customer Engagement Marketing

  • Anita Pansari
  • V. Kumar
Chapter

Abstract

In this introductory chapter, we examine the foundation of customer engagement (CE) by providing the scope and definition of the construct, its antecedents, consequences, and the various application contexts. We fill the gap in extant literature, as many aspects surrounding CE remain unexplored. The theory and conceptual framework of CE, as well as the moderators linking satisfaction and emotional attachment to direct and indirect contribution, are further discussed. We explore strategies improving the level of CE, the benefits of enhanced firm performance, and the toolkit to measure CE.

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Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Anita Pansari
    • 1
  • V. Kumar
    • 2
  1. 1.Michigan State UniversityEast LansingUSA
  2. 2.Georgia State UniversityAtlantaUSA

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