Customer engagement: A systematic review and future research priorities

Sylvia C. Ng, Jillian C. Sweeney and Carolin Plewa

Australasian marketing journal, 2020, vol. 28, issue 4, 235-252

Abstract: In a marketplace characterised by more demanding and more active customers, both academics and practitioners have become increasingly drawn to the concept of customer engagement (CE). Despite the recognised importance of CE, research in this area remains fragmented with a variety of definitions and conceptualisations evident in the literature. This is concerning, as a lack of alignment may result in misinterpretations, causing further divergence in future research. This paper thus offers a systematic review of the extant literature on customer engagement dated from 2009-2018, reflecting: (i) leading conceptualisations and manifestations of CE, (ii) customer- and firm-related CE antecedents, as well as (iii) CE outcomes from the customer and firm perspectives. Hence, it provides conceptual, methodological and thematic guidance to scholars studying CE. Furthermore, we discuss an extensive list of research priorities, developed based on future-focused contributions of 12 distinguished international experts, providing a strong foundation for shaping CE literature in future.

Keywords: Customer engagement; Actor engagement; Systematic review; Research priorities (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (9)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S1441358220300392
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:28:y:2020:i:4:p:235-252

DOI: 10.1016/j.ausmj.2020.05.004

Access Statistics for this article

Australasian marketing journal is currently edited by Roger Marshall

More articles in Australasian marketing journal from Elsevier
Bibliographic data for series maintained by Catherine Liu ().