Handbook of Research on Customer Engagement最新文献_第3页

Engagement and technology as key enablers for a circular economy 参与和技术是循环经济的关键推动者

Handbook of Research on Customer Engagement Pub Date : 2019-11-11 DOI: 10.4337/9781788114899.00011

Nicholas Vijverman, Bieke Henkens, K. Verleye

引用次数: 0

Customer engagement: the role of gamification 用户粘性:游戏化的作用

Handbook of Research on Customer Engagement Pub Date : 2019-11-11 DOI: 10.4337/9781788114899.00014

Wafa Hammedi, T. Leclercq, Ingrid Poncin

引用次数: 7

Engagement-to-value (E2V): an empirical case study 参与价值(E2V):一个实证案例研究

Handbook of Research on Customer Engagement Pub Date : 2019-11-11 DOI: 10.4337/9781788114899.00007

D. Keeling, K. Ruyter, David R. Cox

{"title":"Engagement-to-value (E2V): an empirical case study","authors":"D. Keeling, K. Ruyter, David R. Cox","doi":"10.4337/9781788114899.00007","DOIUrl":"https://doi.org/10.4337/9781788114899.00007","url":null,"abstract":"Many firms rely on distribution networks to market their products to end-customers, cognizant of the strategic role that channel partners or re-sellers play. Considerable investments are made in building and maintaining engaging relationships through Channel Partner Programs (CPPs). However, partner engagement levels vary widely within CPPs and a one-size-fits all approach to incentive structures for partner engagement may not yield the optimal value. There is a need for in-depth understanding of charting and managing different levels of engagement and examining how these translate into value. We develop a multi-step framework to assist vendors in proactively managing their Engagement-to-Value (E2V) conversion by triangulating different types of readily available empirical data. Within this empirical case study, we conceptualize the notion of E2V and introduce four areas of enquiry pertinent to our framework. First, we assess the value of the CPP in terms of sales and revenue. Second, a more granular analysis takes into account different segments of channel partners in the program. Third, we review these segments in terms of three manifestations of behavioral engagement; recency, frequency and breadth of sales of the product portfolio. Finally, we develop E2V strategies on the basis of the propensity for behavioral engagement at the individual firm level. We conclude with recommendations for customer engagement research and the management of CPPs.","PeriodicalId":409948,"journal":{"name":"Handbook of Research on Customer Engagement","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-11-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131237581","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1

Customer Engagement Conceptualization and Conceptual Relationships 客户参与概念化和概念性关系

Handbook of Research on Customer Engagement Pub Date : 2019-11-11 DOI: 10.4337/9781788114899.00012

Ruth N. Bolton

引用次数: 0

Sharing uncertainty across organizations: service capital and customer engagement for realizing nonownership value 跨组织共享不确定性:实现非所有权价值的服务资本和客户参与

Handbook of Research on Customer Engagement Pub Date : 1900-01-01 DOI: 10.4337/9781788114899.00028

M. Ehret, Jochen Wirtz

引用次数: 2

Introduction to the Handbook of Research on Customer Engagement 《顾客参与研究手册》导论

Handbook of Research on Customer Engagement Pub Date : 1900-01-01 DOI: 10.4337/9781788114899.00005

L. Hollebeek, David Sprott

{"title":"Introduction to the Handbook of Research on Customer Engagement","authors":"L. Hollebeek, David Sprott","doi":"10.4337/9781788114899.00005","DOIUrl":"https://doi.org/10.4337/9781788114899.00005","url":null,"abstract":"We are delighted to present the Handbook of Research on Customer Engagement to you, which offers a selection of contemporary readings in this rapidly developing research area. Since its initial inclusion on the Marketing Science Institute’s 2010 Research Priorities, the topic area has grown intensely with important advances being made with respect to customer engagement (CE) conceptualization, measurement, as well as studies conducted in particular areas of CE application (see e.g. Kumar et al. 2019; Kumar and Pansari 2016; Hollebeek, Srivastava, and Chen 2019). For the period 2018‒2020, the MSI has maintained the CE on centrality by inviting future research on the question What are the most effective strategies to drive deeper and lasting customer engagement with the firm? (MSI 2018, p. 3). In parallel, researchers’ growing interest in CE is evident in a significant number of journal Special Issues (e.g. 2017 Journal of the Academy of Marketing Science, 2010 Journal of Service Research, 2018 Journal of Services Marketing), conference Special Sessions, roundtables and other events being organized to foster enhanced understanding of the concept (Brodie et al. 2011). Based on the rapidly advancing state of CE research, we proudly present you a set of collected readings on contemporary CE topics in this title, which – with authors from more than 12 countries – represents a truly international contribution. The title is divided into four main sections, including CE and Marketing Practice, CE and Conceptual Relationships, CE and Organizational Performance, and CE in Networked Environments. Each of these sections is headed up by an introduction and overview by a senior marketing scholar, as detailed below, and comprises a number of chapters within the respective broad topic. First, our opening section Customer Engagement and Marketing Practice addresses CE’s practitionerbased roots, thereby aiming to shed light on the concept’s managerial applications. We are delighted to have renowned marketing scholar and worldleading CE expert, Professor V. Kumar introducing this section in an introductory chapter and laying out key CE observations to practising managers. The first of this section’s five chap ters is by Keeling et al., who explore the notion of engagementtovalue","PeriodicalId":409948,"journal":{"name":"Handbook of Research on Customer Engagement","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129698810","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1

Giving or receiving in social media: can content marketing simultaneously drive productive and consumptive engagement? 社交媒体中的给予或接受:内容营销能否同时推动生产性和消费性参与?

Handbook of Research on Customer Engagement Pub Date : 1900-01-01 DOI: 10.4337/9781788114899.00015

Maik Hammerschmidt, Welf H. Weiger, Thomas P. Scholdra

引用次数: 4