Toward a theory of customer engagement marketing
Customer engagement marketing—defined as a firm's deliberate effort to motivate,
empower, and measure customer contributions to marketing functions—marks a shift in …
empower, and measure customer contributions to marketing functions—marks a shift in …
The moderating role of customer engagement experiences in customer satisfaction–loyalty relationship
R Thakur - European Journal of Marketing, 2019 - emerald.com
Purpose This study aims to examine the moderating role of customer engagement
experiences in satisfaction–loyalty relationship in the digital business environment. This …
experiences in satisfaction–loyalty relationship in the digital business environment. This …
An emerging theory of loyalty program dynamics
As exemplary instruments of relationship marketing, loyalty programs are being
implemented and studied at an unprecedented rate. Yet real-world efforts often fail—or at …
implemented and studied at an unprecedented rate. Yet real-world efforts often fail—or at …
Customer success management: The next evolution in customer management practice?
Abstract Customer Success Management (CSM) has transcended from a buzzword into the
latest permutation in customer management practice and accordingly deserves rigorous …
latest permutation in customer management practice and accordingly deserves rigorous …
Exploring affiliate marketing's impact on customers' brand engagement and vulnerability in the online banking service sector
DP Sakas, NT Giannakopoulos… - International Journal of …, 2024 - emerald.com
Purpose The purpose of this paper is to examine the impact of affiliate marketing strategies
as a tool for increasing customers' engagement and vulnerability over financial services …
as a tool for increasing customers' engagement and vulnerability over financial services …
Customer engagement, dependence and loyalty: An empirical study of Chinese customers in multitouch service encounters
The existing literature emphasizes the importance of customer engagement and customer
dependence in service encounters. An essential and typical manifestation of customer …
dependence in service encounters. An essential and typical manifestation of customer …
[책][B] Relationship marketing in the digital age
R Palmatier, L Steinhoff - 2019 - taylorfrancis.com
The concept of relationship marketing has been discussed among marketing academics and
managers since the early 1980s. But instead of reaching its maturity stage, relationship …
managers since the early 1980s. But instead of reaching its maturity stage, relationship …
Creating exceptional guest experiences: the role of engagement and relationship building in hospitality
Purpose The study seeks to explore the intricate dynamics among customer relationship
management (CRM) practices, guest satisfaction and loyalty in the hospitality context …
management (CRM) practices, guest satisfaction and loyalty in the hospitality context …
An exploratory study of business-to-business online customer reviews: External online professional communities and internal vendor scorecards
MD Steward, JA Narus, ML Roehm - Journal of the Academy of Marketing …, 2018 - Springer
This research examines the increasing use of online customer reviews in business-to-
business (B2B) decision making. In contrast with other research on B2B decision making …
business (B2B) decision making. In contrast with other research on B2B decision making …
Integrating technology within the sales-service ecosystem: the emergent sales techno-ecosystem
Purpose Sales organizations embrace technological innovation. However, salespeople's
willingness to use new technology influences a firm's return on investment, representing a …
willingness to use new technology influences a firm's return on investment, representing a …