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Enhancing Marketing Performance Through Enterprise-Initiated Customer Engagement

Author

Listed:
  • Marjeta Marolt

    (Faculty of Organizational Sciences, University of Maribor, 4000 Kranj, Slovenia)

  • Hans-Dieter Zimmermann

    (Institue for Information and Process Management, FHS St. Gallen University of Applied Sciences, 9001 Sankt Gallen, Switzerland)

  • Andreja Pucihar

    (Faculty of Organizational Sciences, University of Maribor, 4000 Kranj, Slovenia)

Abstract

The exponential speed of technological advancements and the ever-changing needs of customers have changed the way enterprises engage with their customers. However, despite the increasing scholarly interest in the enterprise-initiated perspective of customer engagement (CE) in recent years, it remains unclear what drives enterprises to initiate customer engagement and how enterprise-initiated customer engagement enhances enterprise performance. Thus, the purpose of this study is to develop and evaluate a conceptual model that consists of drivers and outcomes of enterprise-initiated customer engagement. After developing a conceptual model based on previous conceptual approaches to customer engagement, a quantitative survey was undertaken to gather the data from business-to-customer micro, small, and medium-sized enterprises. The data were analyzed using the partial least square path modelling. The findings showed that external pressure and organizational readiness influence enterprise-initiated customer engagement. Enterprise-initiated customer engagement was also found to influence marketing performance. The empirical findings provide insights for managers that explain what drivers may influence enterprise-initiated customer engagement and what benefits they can expect. Overall, this research extends the understanding of the CE domain and provides additional insights for the drivers and outcomes of enterprise-initiated CE.

Suggested Citation

  • Marjeta Marolt & Hans-Dieter Zimmermann & Andreja Pucihar, 2020. "Enhancing Marketing Performance Through Enterprise-Initiated Customer Engagement," Sustainability, MDPI, vol. 12(9), pages 1-16, May.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:9:p:3931-:d:356610
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    3. Hanna Kimberly M. Arcino. & Alyssa Ashley R. Desamero & Juliana R. Tayuman, 2024. "Using Facebook Meta Ads to Enhance Customer Engagement for Small Businesses with Beauty Products Reselling Businesses in the Philippines," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(8), pages 2330-2347, August.

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