CE Context

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

Chapter 2 in B2B Customer Engagement Strategy, 2023, pp 25-43 from Springer

Abstract: Abstract Customer engagement (CE) context has many dimensions. This chapter outlines six of the more prominent—timing, place, the nature of the product/service, the degree of customer familiarity, and the extent to which CE occurs within a group context. Collectively, CE contexts provide customers with stimulus, they shape the CE possible, and they yield subjective customer experiences. As a subset of the CE context, the purchase situation involves a set of closely related brand touchpoints that have the most impact on the customer’s purchase behaviour. Understanding how these brand touchpoints influence purchase behaviour is a key, and some would say the most important, element of the CE context.

Date: 2023
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DOI: 10.1007/978-3-031-23409-5_2

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