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Measuring and Managing Customer Engagement Value Through the Customer Journey

  • Rajkumar Venkatesan
  • J. Andrew Petersen
  • Leandro Guissoni
Chapter

Abstract

Customer engagement is a priority for practitioners and has garnered attention from academics as well. Research in this field has laid out the definitional foundation and has started to develop process models on the antecedents and consequences of customer engagement. We propose that customer engagement is a broad topic and intersects with several other established literature streams including customer experience, customer loyalty, and customer journeys. Insights from these fields are important to advance the theory of customer engagement. Combining the customer engagement and customer journey literatures, we propose a more execution-oriented approach to customer engagement research that can have a wider impact on practice.

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Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Rajkumar Venkatesan
    • 1
  • J. Andrew Petersen
    • 2
  • Leandro Guissoni
    • 3
  1. 1.University of VirginiaCharlottesvilleUSA
  2. 2.Pennsylvania State UniversityState CollegeUSA
  3. 3.San Paulo School of Business AdministrationSao PauloBrazil

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