Table 1
Comparison of Selected Engagement Conceptualizations in Marketing
Paper
Van Doorn,
Lemon, Mittal,
Nass, Pick,
Pirner, and
Verhoef
(2010)
Definition of Engagement
“Customer engagement behaviors (CEB) go beyond transactions, and
may be specifically defined as a customer’s behavioral manifestations
that have a brand or firm focus, beyond purchase, resulting from
motivational drivers. The behavioral manifestations, other than
purchases, can be both positive (i.e. posting a positive brand message on
a blog) and negative (i.e. organizing public actions against a firm). It is
also important to recognize that even though CEBs have a brand/firm
focus, they may be targeted to a much broader network of actors
including other current and potential customers, suppliers, the general
public, regulators, and firm employees.” (Pg. 254)
Approach
Behavioral
Engagement Dimensions
1. Valence
2. Form or modality
3. Scope
4. Nature of its impact
5. Customer goals
Engagement Antecedents
Customer-based:
1. Satisfaction
2. Trust/commitment
3. Identity
4. Consumption goals
5. Resources
6. Perceived costs/benefits
Firm-based:
1. Brand characteristics
2. Firm reputation
3. Firm size/diversification
4. Firm information usage and
processes
5. Industry
Context-based:
1. Competitive factors
2. P.E.S.T. factors (political,
economic/environmental,
social, technological)
Kumar,
Aksoy,
Donkers,
Venkatesan,
Wiesel, and
Tillmanns
(2010)
Customer engagement is defined as the “active interactions of a
customer with a firm, with prospects and with other customers, whether
they are transactional or nontransactional in nature” (Pg. 297)
MSI (2010)
Engagement is “customers’ behavioral manifestation toward a brand or
firm beyond purchase” (Pg. 4)
“Customer engagement is the intensity of an individual’s participation
in and connection with an organization’s offerings and/or organizational
activities, which either the customer or the organization initiate. The
individuals may be current or potential customers. CE may be
manifested cognitively, affectively, behaviorally, or socially. The
cognitive and affective elements of CE incorporate the experiences and
feelings of customers, and the behavioral and social elements capture
the participation by current and potential customers, both within and
outside of the exchange situations. CE involves the connection that
individuals form with organizations, based on their experiences with the
offerings and activities. Potential or current customers build experiencebased relationships through intense participation with the brand by way
of the unique experiences they have with the offering and activities of
the organization. ” (Pg. 133)
Vivek, Beatty,
and Morgan
(2012)
Behavioral
Customer engagement value (CEV) is comprised of customer
purchasing behavior, customer referral behavior, customer influencer
behavior, and customer knowledge behavior via feedback to the firm.
Behavioral
Psychological
The value of a customer’s
engagement is comprised of four
components:
1. Purchase behavior
2. Referral behavior
3. Influencer behavior
Knowledge behavior (from
feedback to the firm)
1.
2.
3.
4.
Cognitive
Affective
Behavioral
Social
Engagement Consequences
Customer:
1. Cognitive
2. Attitudinal
3. Emotional
4. Physical/time
5. Identity
Firm:
1. Financial
2. Reputational
3. Regulatory
4. Competitive
5. Employee
6. Product
Others:
1. Consumer welfare
2. Economic surplus
3. Social surplus
4. Regulation
5. Cross-brand
6. Cross-customer
-
-
1.
2.
Involvement
Customer participation
1.
2.
3.
4.
5.
6.
Value
Trust
Affective commitment
Word of mouth
Loyalty
Brand community
involvement
Paper
Hollebeek
(2011)
Definition of Engagement
Customer brand engagement is “the level of an individual customer’s
motivational, brand-related and context-dependent state of mind
characterised by specific levels of cognitive, emotional and behavioural
activity in direct brand interactions”. (Pg. 790)
Approach
Psychological
Engagement Dimensions
1. Cognitive
2. Emotional
3. Behavioral
Engagement Antecedents
1. Involvement
2. Interactivity
3. Flow
Brodie,
Hollebeek,
Juric, and Ilic
(2011)
“Customer engagement (CE) is a psychological state that occurs by
virtue of interactive, cocreative customer experiences with a focal
agent/object (e.g., a brand) in focal service relationships. It occurs under
a specific set of context-dependent conditions generating differing CE
levels; and exists as a dynamic, iterative process within service
relationships that cocreate value. CE plays a central role in a
nomological network governing service relationships in which other
relational concepts (e.g. involvement, loyalty) are antecedents and/or
consequences in iterative CE processes. It is a multidimensional concept
subject to a context- and or stakeholder-specific expression of relevant
cognitive, emotional, and/or behavioral dimensions.” (Pg. 9)
“Consumer engagement in a virtual brand community involves specific
interactive experiences between consumers and the brand, and/or other
members of the community. Consumer engagement is a contextdependent, psychological state characterized by fluctuating intensity
levels that occur within dynamic iterative engagement processes.
Consumer engagement is a multidimensional concept comprising
cognitive, emotional, and/or behavioral dimensions, and plays a central
central role in the process of relational exchange where other relational
concepts are engagement antecedents and/or consequences in iterative
engagement processes within the brand community.” (Pg. 3)
Customer engagement is “a psychological process that models the
underlying mechanisms by which customer loyalty forms for new
customers of a service brand as well as the mechanisms by which
loyalty may be maintained for repeat purchase customers of a service
brand.” (Pg. 65)
Psychological
1.
2.
3.
1.
2.
3.
4.
5.
Brodie, Ilic,
Juric, and
Hollebeek
(2011)
Bowden
(2009)
Mollen and
Wilson (2010)
Calder,
Malthouse,
and Schaedel
(2009)
“Online engagement is a cognitive and affective commitment to an
active relationship with the brand as personified by the website or other
computer-mediated entities designed to communicate brand value. It is
characterized by the dimensions of dynamic and sustained cognitive
processing and the satisfying of instrumental value (utility and
relevance) and experiential value (emotional congruence with the
narrative schema encountered in computer-mediated entities).” (Pg.
923)
“Consumer engagement with a website is a collection of experiences
with the site.” (Pg. 322)
Psychological
1.
2.
3.
Psychological
Note: loyalty
is used as a
proxy for
engagement in
a service
context
Psychological
Cognitive
Emotional
Behavioral
Cognitive
Emotional
Behavioral
-
Note: in a
website
context
1.
2.
3.
4.
Participation
Involvement
Flow
Rapport
1.
2.
3.
4.
Calculative commitment
Involvement
Trust
Affective commitment
1.
2.
3.
4.
5.
Commitment
Trust
Self-brand connections
Emotional brand attachment
Loyalty
-
(as antecedents to loyalty, an
implied parallel to engagement)
1.
2.
Cognitive processing
Value congruence
1.
Telepresence
1.
Optimal consumer attitudes
and behaviors
1.
2.
3.
Usage and attentiveness
Affective responses
Reactions to an ad
(“defined as the psychological
state of ‘being there’ in a
computer-mediated environment,
augmented by focused attention.”
Pg. 921)
Note: in a
website
context
Psychological
6.
7.
Involvement
Participation
Flow
Rapport
Customer satisfaction
(existing customers)
Commitment
Trust (existing customers),
Engagement Consequences
1. Rapport
2. Co-created value
3. Brand experience
4. Perceived quality
5. Customer satisfaction
6. Trust
7. Commitment
8. Customer value
9. Brand loyalty
1. Rapport
2. Customer satisfaction (new
customers)
3. Commitment
4. Trust (new customers)
5. Self-brand connection
6. Emotional brand attachment
7. Loyalty
1.
2.
Personal
Social-interactive
1.
Experiences