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Customer Engagement as an Approach to De-Commoditisation

In: Commodity Marketing

Author

Listed:
  • Anna Nauen

    (TU Bergakademie Freiberg)

  • Margit Enke

    (TU Bergakademie Freiberg)

Abstract

Engaged customers are relevant in many service industries and enable firms to gain competitive advantage. These customers increase value creation, achieve cost benefits, provide feedback, generate ideas, help other customers, pass on positive recommendations, and express solidarity. Positive effects of customer engagement, such as repeat purchases, word of mouth, referrals, knowledge sharing, social influence, feedback, and provision of new ideas for products and services are likely to become increasingly important for firms and help them develop unique offerings and generate new revenue streams. Increasing commoditisation in many industries progressively impacts the positive role of customer engagement in a firm’s success. Commoditisation refers to a process in which competing services lose their differentiating characteristics and become interchangeable for potential customers. Customer engagement is one way to counter these developments. This contribution shows how customer engagement creates value for firms through the customer lifecycle. Given the importance of customer engagement in creating long-term success, this contribution is relevant to both researchers and practitioners.

Suggested Citation

  • Anna Nauen & Margit Enke, 2022. "Customer Engagement as an Approach to De-Commoditisation," Management for Professionals, in: Margit Enke & Anja Geigenmüller & Alexander Leischnig (ed.), Commodity Marketing, pages 237-254, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-030-90657-3_13
    DOI: 10.1007/978-3-030-90657-3_13
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