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The growing complexity of customer engagement: a systematic review

The growing complexity of customer engagement: a systematic review The topic of customer engagement has been growing in relevance and complexity in the last decade. Therefore, the purpose of this paper is to systematically review and critically analyse the research about customer engagement and address the research question: “What marketing research has been conducted on customer engagement until now and what could be future avenues for research?”Design/methodology/approachA systematic review of the existing literature is performed based on the Web of Science and Scopus electronic databases. A total of 144 articles are included in the final analysis.FindingsCustomer engagement is perceived as a multidimensional concept with different definitions and sub-forms associated. There is an increasing number of authors studying the concept in different industries and geographies, with empirical studies being widely used. The concept emerges from specific theoretical pillars. Different constructs are associated with customer engagement, being studied as antecedents and/or outcomes. This study presents 8 major paths for future research.Research limitations/implicationsThis type of approach has a certain level of subjectivity, associated to the methodological process for choosing the articles to be included in the final analysis and the applied filters.Originality/valueThrough this study, readers become aware of the state of the art on customer engagement and associated constructs, the gaps found in past research, the research contexts and also have a glimpse about what can be the future of this field of research, as well as research questions to be addressed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png EuroMed Journal of Business Emerald Publishing

The growing complexity of customer engagement: a systematic review

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1450-2194
DOI
10.1108/emjb-10-2019-0126
Publisher site
See Article on Publisher Site

Abstract

The topic of customer engagement has been growing in relevance and complexity in the last decade. Therefore, the purpose of this paper is to systematically review and critically analyse the research about customer engagement and address the research question: “What marketing research has been conducted on customer engagement until now and what could be future avenues for research?”Design/methodology/approachA systematic review of the existing literature is performed based on the Web of Science and Scopus electronic databases. A total of 144 articles are included in the final analysis.FindingsCustomer engagement is perceived as a multidimensional concept with different definitions and sub-forms associated. There is an increasing number of authors studying the concept in different industries and geographies, with empirical studies being widely used. The concept emerges from specific theoretical pillars. Different constructs are associated with customer engagement, being studied as antecedents and/or outcomes. This study presents 8 major paths for future research.Research limitations/implicationsThis type of approach has a certain level of subjectivity, associated to the methodological process for choosing the articles to be included in the final analysis and the applied filters.Originality/valueThrough this study, readers become aware of the state of the art on customer engagement and associated constructs, the gaps found in past research, the research contexts and also have a glimpse about what can be the future of this field of research, as well as research questions to be addressed.

Journal

EuroMed Journal of BusinessEmerald Publishing

Published: Jun 22, 2020

Keywords: Customer engagement; Consumer engagement; Brand engagement; Systematic review

References