Customer Engagement and Employee Engagement: A Research Review and Agenda
This chapter examines two concepts that are central to value-creating exchanges: customer engagement and employee engagement. Current research shows that customer engagement has a clear and direct positive association with firm performance. In contrast, the association of employee engagement with firm performance is mixed and indirect. Studies show (1) a positive, negative, and zero association with firm performance and (2) a direct and mediated path to firm performance. This chapter reviews several factors that moderate the association between customer engagement and employee engagement as well as their relationship with firm performance.
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