Proceedings of 4th European Business Research Conference
9 - 10 April 2015, Imperial College, London, UK, ISBN: 978-1-922069-72-6
Investigating Customer Engagement Behavior and Its Impact
on Customer Engagement Value: A Conceptual Framework
Esraa Karam
In an increasingly dynamic business environment, firms are realizing the importance of
collaboration for creating and sustaining competitive advantage. Collaboration with
partners and even competitors has become a strategic imperative for firms in the
networked world of business. More recently, scholars in strategy and marketing have
focused on collaboration with customers to co-create value (Sawhney, 2005). Customer
was considered as exogenous to the firm and the passive recipient of the firm’s active
value creation efforts, and values created in the “factory” (Bijmolt et al., 2010;
Deshpande, 1983). A different perspective is now emerging, namely, that customers can
co-create value, co-create competitive strategy, collaborate in the firm’s innovation
process, and become endogenous to the firm (Bijmolt et al., 2010).
Increased competition prompts wireless telecommunication industry to reconsider the
economic value of customer retention and to reconsider the customer engagement
behaviour of the subscribers. In this study, we examine the customer engagement
behaviour, which is crucial nowadays to the sustainability of the firms. This research seek
to provide customer engagement behaviours as a construct affecting the customer
engagement values to captures how and why customers behave in numerous ways that
are relevant to the firm and its multiple stakeholders using structural equation modelling
analysis. More specifically, the research therefore, is focused on determining the
significance of the following antecedents of the customer engagement behaviour which
were recommended through the future recommendations in previous researches
including, satisfaction, trust/commitment, word-of-mouth, and competitive factors on the
four values of customer engagement including customer lifetime value (CLV), customer
referral value (CRV), customer influencer value (CIV) and customer knowledge value
(CKV).
Keywords: Customer Engagement Behaviour, Customer Engagement Value, Cocreation Telecommunication, Egypt
Track: Marketing – Consumer Behavior
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Assistant Lecturer, Business Administration Department, Faculty of Commerce - English Section, Cairo
University, Egypt, Email: esraakaram_90@hotmail.com