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Measuring and Managing Customer Engagement Value Through the Customer Journey

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Customer Engagement Marketing

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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Notes

  1. 1.

    http://images.forbes.com/forbesinsights/StudyPDFs/SAP_Customer_Engagement-REPORT.pdf

  2. 2.

    http://www.gallup.com/services/169331/customer-engagement.aspx

  3. 3.

    2016 Convero customer engagement study; https://sessioncam.com/customer-engagement-stats-2016/

  4. 4.

    https://www.amazon.com/gp/help/customer/display.html?nodeId=201062980

  5. 5.

    https://www.amazon.com/gp/help/customer/display.html?nodeId=201567080

  6. 6.

    https://affiliate-program.amazon.com

  7. 7.

    https://www.mturk.com/mturk/welcome

  8. 8.

    https://blog.hubspot.com/agency/collaborate-influential-bloggers#sm.0000yeesdaszrd2npfx1vbnuvtnfd

  9. 9.

    MyStarbucksIdea.com

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Author information

Authors and Affiliations

  1. University of Virginia, Charlottesville, VA, USA

    Rajkumar Venkatesan

  2. Pennsylvania State University, State College, PA, USA

    J. Andrew Petersen

  3. San Paulo School of Business Administration, Sao Paulo, Brazil

    Leandro Guissoni

Authors
  1. Rajkumar Venkatesan
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  2. J. Andrew Petersen
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  3. Leandro Guissoni
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Editor information

Editors and Affiliations

  1. Foster School of Business, University of Washington, Seattle, Washington, USA

    Robert W. Palmatier

  2. Georgia State University, Atlanta, Georgia, USA

    V. Kumar

  3. Florida State University, Tallahassee, Florida, USA

    Colleen M. Harmeling

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Venkatesan, R., Petersen, J.A., Guissoni, L. (2018). Measuring and Managing Customer Engagement Value Through the Customer Journey. In: Palmatier, R., Kumar, V., Harmeling, C. (eds) Customer Engagement Marketing. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-61985-9_3

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