Customer engagement
Management practices in the consumer goods and services sector
Customer engagement is a customer’s voluntary contribution of resources to a firm’s
marketing function, extending beyond financial patronage. In other words, it is a customer
behavioural manifestation toward the brand or firm that goes beyond transactions and
results from motivational drivers. Customer engagement in this book refers to the
engagement of individual customers, that is, consumer buyers, final consumers, or consumer
end-users, either initiated by companies or the customers themselves. The authors reveal
both the current practices of firms as well as their plans for customer engagement, and
answer the following research questions:
1. How should the customer engagement phenomenon be defined from a managerial point of
view?
2. What are the forms of customer engagement which need to be managed in business
practice?
3. What are the basics of customer engagement management?
4. What are the external conditions for customer engagement management ?
5. What is the intensity of customer engagement in business practice?
6. What are the consequences of customer engagement for firms?
7. What are the firms’ efforts in managing customer engagement?
The current book advances the understanding of customer engagement as an object of
management endeavours by companies in the business practice of the consumer goods and
services sector and is therefore insightful for marketing academics, practitioners and
students.
Introduction
Katarzyna Żyminkowska
Chapter 1. The managerial approach to customer engagement
Katarzyna Żyminkowska
Chapter 2. Empirical research methodology
Katarzyna Żyminkowska
Chapter 3. Implementation of customer engagement in the household appliances
industry against the background of business environment assessment
Joanna Wiechoczek
Chapter 4. Implementation of customer engagement in the banking and financial
companies against the background of the assessment of environmental conditions
Małgorzata Kieżel
Chapter 5. Implementation of customer engagement in the food and beverages
industry against the background of the assessment of environmental conditions
Joanna Wiechoczek, Małgorzata Kieżel
Chapter 6. Implementation of customer engagement in the fashion industry against
the background of the assessment of environmental conditions
Małgorzata Kieżel, Joanna Wiechoczek
Chapter 7. A comparison of the firms‘ customer engagement management practices
Katarzyna Żyminkowska
Conclusions
Katarzyna Żyminkowska
References
About the authors
List of figures
List of tabelas
170 pages, Paperback
