JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Understanding Patterns of Customer Engagement – How Companies
Can Gain a Surplus from a Social Phenomenon
Author(s): Sabine Fliess, Arwed Nadzeika, Jens Nesper
Citation: Sabine Fliess, Arwed Nadzeika, Jens Nesper, (2012) "Understanding Patterns of Customer Engagement – How Companies Can Gain a Surplus from a Social Phenomenon" Vol. 6, Iss. 2, pp. 81 - 92
Article Type: Research paper
Publisher: North American Business Press
With this paper we consider, the evolution of Customer Engagement (CE) and how companies can exploit the considerable strength of this social phenomenon. In order for create a viable framework, for managing CE, it is necessary to analyze the motivational stimuli of customers. We established that the Management of Customer Engagement should include three steps: identifying of engaged actors, creating interaction between them and building constant Engagement relationships. Using a holistic approach based on psychological and sociological theories, the authors examine the dimensions of CE. Following both theoretical approaches, proposals are made for organizing customer relationship marketing of CE.