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Issue 5(1), October 2010 -- Paper Abstracts

Girard  (p. 9-22)

Cooper (p. 23-32)

Kunz-Osborne (p. 33-41)

Coulmas-Law (p.42-46)

Stasio (p. 47-56)

Albert-Valette-Florence (p.57-63)

Zhang-Rauch (p. 64-70)

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Nonis-Hudson-Hunt (p. 95-106)

JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS

Understanding Patterns of Customer Engagement – How Companies

Can Gain a Surplus from a Social Phenomenon

Author(s): Sabine Fliess, Arwed Nadzeika, Jens Nesper

Citation: Sabine Fliess, Arwed Nadzeika, Jens Nesper, (2012) "Understanding Patterns of Customer Engagement – How Companies Can Gain a Surplus from a Social Phenomenon" Vol. 6, Iss. 2, pp. 81 - 92

Article Type: Research paper

Publisher: North American Business Press

Abstract:

With this paper we consider, the evolution of Customer Engagement (CE) and how companies can exploit the considerable strength of this social phenomenon. In order for create a viable framework, for managing CE, it is necessary to analyze the motivational stimuli of customers. We established that the Management of Customer Engagement should include three steps: identifying of engaged actors, creating interaction between them and building constant Engagement relationships. Using a holistic approach based on psychological and sociological theories, the authors examine the dimensions of CE. Following both theoretical approaches, proposals are made for organizing customer relationship marketing of CE.