What Is Customer Engagement?

Daniel D. Prior
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Daniel D. Prior: University of New South Wales

Chapter 1 in B2B Customer Engagement Strategy, 2023, pp 1-24 from Springer

Abstract: Abstract This chapter introduces the idea of customer engagement (CE) and sets the scene for the book. CE centres on the customer’s interactions with multiple brand touchpoints. This is more pervasive than the purchase alone. CE is a psychological and emotional state. CE is also evident in the customer’s behaviours towards the brand. This means that CE is a very broad way to conceptualise and understand customer behaviour. The chapter argues that it is only possible to achieve positive CE by taking a strategic approach (i.e., developing and implementing a CE strategy).

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-23409-5_1

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DOI: 10.1007/978-3-031-23409-5_1

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