The Customer Engagement Journey: Establishing Propositions
New Perspectives on Critical Marketing and Consumer Society
ISBN: 978-1-83909-557-3, eISBN: 978-1-83909-554-2
Publication date: 1 March 2021
Abstract
By the end of this chapter you should be able to demonstrate an understanding of:
Customer engagement (CE) as a multi-dimensional construct comprising of cognitive, affective and behavioural dimensions leading to customer loyalty.
The digital evolutions that have led to the current omni-channel business environment prompting the need to understand the customer journey.
The concept of the ‘CE journey’ and its relationship to the customer purchase decision process and brand communication channels.
Keywords
Citation
Connell, C., Marciniak, R. and Carey, L.D. (2021), "The Customer Engagement Journey: Establishing Propositions", Ritch, E.L. and McColl, J. (Ed.) New Perspectives on Critical Marketing and Consumer Society, Emerald Publishing Limited, Leeds, pp. 89-100. https://doi.org/10.1108/978-1-83909-554-220211008
Publisher
:Emerald Publishing Limited
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