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Customer engagement: A systematic review and future research priorities

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  • Ng, Sylvia C.
  • Sweeney, Jillian C.
  • Plewa, Carolin

Abstract

In a marketplace characterised by more demanding and more active customers, both academics and practitioners have become increasingly drawn to the concept of customer engagement (CE). Despite the recognised importance of CE, research in this area remains fragmented with a variety of definitions and conceptualisations evident in the literature. This is concerning, as a lack of alignment may result in misinterpretations, causing further divergence in future research. This paper thus offers a systematic review of the extant literature on customer engagement dated from 2009-2018, reflecting: (i) leading conceptualisations and manifestations of CE, (ii) customer- and firm-related CE antecedents, as well as (iii) CE outcomes from the customer and firm perspectives. Hence, it provides conceptual, methodological and thematic guidance to scholars studying CE. Furthermore, we discuss an extensive list of research priorities, developed based on future-focused contributions of 12 distinguished international experts, providing a strong foundation for shaping CE literature in future.

Suggested Citation

  • Ng, Sylvia C. & Sweeney, Jillian C. & Plewa, Carolin, 2020. "Customer engagement: A systematic review and future research priorities," Australasian marketing journal, Elsevier, vol. 28(4), pages 235-252.
    • Handle: RePEc:eee:aumajo:v:28:y:2020:i:4:p:235-252
    DOI: 10.1016/j.ausmj.2020.05.004
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    References listed on IDEAS

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    1. Lim, Weng Marc & Rasul, Tareq, 2022. "Customer engagement and social media: Revisiting the past to inform the future," Journal of Business Research, Elsevier, vol. 148(C), pages 325-342.
    2. Pereira, Vijay & Laker, Benjamin & Bamel, Umesh & Sharma, Gagan Deep & Paul, Happy, 2024. "Customer engagement strategies within family businesses in emerging economies: A multi-method study," Journal of Business Research, Elsevier, vol. 174(C).
    3. Mai Thi My-Quyen & Le Nguyen Hau, 2021. "Transforming customer brand engagement to co-creation value through participation energy and effort," Service Business, Springer;Pan-Pacific Business Association, vol. 15(3), pages 493-514, September.
    4. Prarawan Senachai & Puthipong Julagasigorn, 2024. "Retail mix instruments influencing customer perceived value and customer engagement: a conceptual framework and research agenda," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.
    5. Qi, Ji (Miracle) & Wang, Sijun & Lindsey Hall, Kristina K., 2023. "Bridging employee engagement and customer engagement in a service context," Journal of Business Research, Elsevier, vol. 160(C).
    6. Lim, Weng Marc & Rasul, Tareq & Kumar, Satish & Ala, Mamun, 2022. "Past, present, and future of customer engagement," Journal of Business Research, Elsevier, vol. 140(C), pages 439-458.
    7. Rao Tahir Anees & Nordiana Ahmad Nordin & Temoor Anjum & Luigi Pio Leonardo Cavaliere & Petra Heidler, 2020. "Evaluating the Impact of Customer Relationship Management (CRM) Strategies on Customer Retention (A Study of Fast Food Chains in Pakistan)," Business Management and Strategy, Macrothink Institute, vol. 11(2), pages 117-133, December.
    8. Yu, Weiping & Han, Xiaoyun & Ding, Lei & He, Mingli, 2021. "Organic food corporate image and customer co-developing behavior: The mediating role of consumer trust and purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    9. Eid G. Abo Hamza & Yasmeen G. Elsantil, 2023. "Impact of Parents’ Stress on Engagement with Online Learning during COVID-19," Sustainability, MDPI, vol. 15(14), pages 1-14, July.

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