Differentiating customer engaging behavior by targeted benefits – an empirical study

Differentiating customer engaging behavior by targeted benefits – an empirical study PurposeRelationship marketing scholars and managers have recognized the potential of customer engagement to enhance business performance and customer value. Therefore, the purpose of this paper is to examine the effects that different types of customer engagement behaviors have on their perceived benefits.Design/methodology/approachThe authors conducted two empirical studies. In the first step, 69 in-depth interviews were held to identify important customer engagement behaviors and targeted benefits. Then, in the second step, a quantitative study with 255 participants was used to match the identified customer engagement behaviors with the targeted benefits.FindingsThe results reveal that there are three aggregated types of customer engagement behaviors (“value creation-focused customer engagement”, “online-focused customer engagement” and “customer-to-customer interaction-focused customer engagement”). These types of customer engagement behaviors lead to different targeted benefits (social, relationship, autonomous, economic, altruistic and self-fulfillment benefits).Research limitations/implicationsA consideration of the influencing factors of the different customer-engagement-behavior types, including customers’ motives for their engagement with a company, would potentially enhance the findings. Furthermore, a closer investigation of the relationship between socio-demographic characteristics and customer engagement types can also provide deeper insights into the reasons for engaging with a certain firm or brand.Practical implicationsThe findings provide managers with information on how to segment customers according to their customer engagement type and associated benefits and thereby enable them to manage customer engagement behaviors more profitably.Originality/valueThe results make a key contribution to the emerging research field of customer engagement by gaining deeper insights into the benefits associated with different customer engagement behaviors. It becomes clear that different customer engagement types aim at receiving various benefits. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Differentiating customer engaging behavior by targeted benefits – an empirical study

Loading next page...
 
/lp/emerald-publishing/differentiating-customer-engaging-behavior-by-targeted-benefits-an-Kc0TEwgIf0
Publisher
Emerald Group Publishing Limited
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
D.O.I.
10.1108/JCM-02-2016-1711
Publisher site
See Article on Publisher Site

Abstract

PurposeRelationship marketing scholars and managers have recognized the potential of customer engagement to enhance business performance and customer value. Therefore, the purpose of this paper is to examine the effects that different types of customer engagement behaviors have on their perceived benefits.Design/methodology/approachThe authors conducted two empirical studies. In the first step, 69 in-depth interviews were held to identify important customer engagement behaviors and targeted benefits. Then, in the second step, a quantitative study with 255 participants was used to match the identified customer engagement behaviors with the targeted benefits.FindingsThe results reveal that there are three aggregated types of customer engagement behaviors (“value creation-focused customer engagement”, “online-focused customer engagement” and “customer-to-customer interaction-focused customer engagement”). These types of customer engagement behaviors lead to different targeted benefits (social, relationship, autonomous, economic, altruistic and self-fulfillment benefits).Research limitations/implicationsA consideration of the influencing factors of the different customer-engagement-behavior types, including customers’ motives for their engagement with a company, would potentially enhance the findings. Furthermore, a closer investigation of the relationship between socio-demographic characteristics and customer engagement types can also provide deeper insights into the reasons for engaging with a certain firm or brand.Practical implicationsThe findings provide managers with information on how to segment customers according to their customer engagement type and associated benefits and thereby enable them to manage customer engagement behaviors more profitably.Originality/valueThe results make a key contribution to the emerging research field of customer engagement by gaining deeper insights into the benefits associated with different customer engagement behaviors. It becomes clear that different customer engagement types aim at receiving various benefits.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Nov 14, 2016

There are no references for this article.

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create lists to
organize your research

Export lists, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off