Introduction to the Handbook of Research on Customer Engagement

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