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The customer engagement/value interface: An exploratory investigation

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  • Hollebeek, Linda D.

Abstract

After generating significant interest among marketing practitioners, the customer engagement (CE) concept is rapidly gaining traction in the academic marketing literature. Although pioneering research has provided foundational insights in this emerging area, little is known regarding the ways in which CE may contribute to generating customer value (CV) and ensuing loyalty for utilitarian and hedonic brands. Addressing this research gap, this paper develops a conceptual model of the CE/CV interface for utilitarian and hedonic brands, which proposes: (i) The existence of a curvilinear relationship between CE/CV for utilitarian and hedonic brands; and (ii) Up to a focal brand-, category-, consumer-, and situation-specific optimum, growing CE generates greater CV increases for hedonic, than for utilitarian brands. By drawing on a sample of 14 consumers, depth-interviewing/focus group findings provided exploratory evidence for contentions (i) and (ii). The paper concludes with an overview of key research limitations and implications.

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  • Hollebeek, Linda D., 2013. "The customer engagement/value interface: An exploratory investigation," Australasian marketing journal, Elsevier, vol. 21(1), pages 17-24.
    • Handle: RePEc:eee:aumajo:v:21:y:2013:i:1:p:17-24
    DOI: 10.1016/j.ausmj.2012.08.006
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    15. Linda D. Hollebeek & Rajendra K. Srivastava & Tom Chen, 2019. "S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM," Journal of the Academy of Marketing Science, Springer, vol. 47(1), pages 161-185, January.
    16. Katarzyna Żyminkowska, 2018. "Hedonic and Utilitarian Drivers of Customer Engagement," Central European Business Review, Prague University of Economics and Business, vol. 2018(4), pages 15-33.
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    19. Tien-Yu Lin, 2023. "A Hybrid Quantified SWOT Analysis to Label the Competitive Positioning for Theme Parks: A Case Study of Taiwan," SAGE Open, , vol. 13(4), pages 21582440231, December.
    20. Schmidt, Holger & Baumgarth, Carsten, 2017. "Empowerment from a "student as customer" perspective: Literature review and development of a framework in the context of higher education," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 2(01/2017), pages 87-104.
    21. Michael Blaschke & Uwe Riss & Kazem Haki & Stephan Aier, 2019. "Design principles for digital value co-creation networks: a service-dominant logic perspective," Electronic Markets, Springer;IIM University of St. Gallen, vol. 29(3), pages 443-472, September.
    22. Islam, Jamid Ul & Hollebeek, Linda D. & Rahman, Zillur & Khan, Imran & Rasool, Aaleya, 2019. "Customer engagement in the service context: An empirical investigation of the construct, its antecedents and consequences," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 277-285.
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    24. Zhang, Mingli & Guo, Lingyun & Hu, Mu & Liu, Wenhua, 2017. "Influence of customer engagement with company social networks on stickiness: Mediating effect of customer value creation," International Journal of Information Management, Elsevier, vol. 37(3), pages 229-240.

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