Customer Engagement : Conceptual Domain, Fundamental Proposition, and Implications for research

1. Customer Engagement : Conceptual Domain, Fundamental Proposition, and Implications for research Author: Roderick J. Brodie, Linda D. Hollebeek, BiljanaJuric and Anallic Resource -Journal of Service Research,2011 Teacher – 苑守慈 Presenter – Eric Huang

2. Agenda • Abstract & Introduction • Conceptual Foundations of CE • Exploring Theoretical Roots • Engagement Conceptualizations in Social Science, Management and Practitioner Literature • Engagement Conceptualizations in the Marketing Literature • Fundamental Propositions and General Definition • Summary and Conclusions • Q&A

3. Abstract & Introduction • This article explores the theoretical foundations of CE by drawing on relationship marketing theory and the service-dominant (S-D) logic. • The terms are also being given considerable attention by several consulting companies, working on ways to define and measure customer engagement.

4. Conceptual Foundations of CE • Exploring TheoreticalRoots • Engagement Conceptualizations in Social Science, Management and Practitioner Literature • Engagement Conceptualizations in the Marketing Literature

5. Conceptual Foundations of CE(a) • The customer is always a cocreator of value • All social and economic actors are resource integrators • Value is always uniquely and phenomenologically determined by the beneficiary • A service-centered view is inherently customeroriented and relational • Particular interactive, cocreative customer experiences may be interpreted as the act of ‘‘engaging.’’

6. Conceptual Foundations of CE(b) • The use of the term ‘‘engagement’’ was used to describe a number of notions, including a moral or legal obligation, tie of duty, betrothal, employment, and/or military conflict • At the meta-level, ‘‘engagement,’’ as a form of social, interactive behavior, has been characterized as a transient state occurring within broader relevant engagement processes developing over time. • engagement states : ‘‘civic engagement’’ , ‘‘stakeholder engagement’’ , ‘‘engagement of [nation] states’’ , ‘‘social engagement’’ and ‘‘student engagement

7. Conceptual Foundations of CE(c) • cognitive, emotional, and behavioral • absorption, dedication, vigor, interaction

8. Small conclusion – general definition of CE • CE reflects a customer’s particular psychological state induced by the individual’s specific interactive experiences with a focal engagement object. • CE states to occur within broader, dynamic processes typified by the cocreation of value. • Engagement plays a central role in service relationships where other relational concepts act as specific engagement antecedents and/or consequences.

9. Small conclusion – general definition of CE (cont.) • Engagement is a multidimensional concept —cognitive, emotional, and behavioral • Engagement occurs within specific sets of context-dependent conditions generating different CE levels.

10. Fundamental Propositions and General Definition Based on the key themes derived from the literature synthesis reported in the preceding sections, a set of five draft Fundamental Propositions was developed, which is used to define the conceptual domain of CE in this section. Furthermore, the FPs are used to facilitate the subsequent development of a general definition of CE. In developing the FPs and the general definition, the emphasis is on providing a conceptualization that will be applicable across a range of situations, rather than limited to a particular situation.

11. Fundamental Propositions and General Definition – FP CE reflects a psychological state, which occurs by virtue of interactive customer experiences with a focal agent/object within specific service relationships. CE states occur within a dynamic, iterative process of service relationships that cocreates value. CE plays central role within a nomological network of service relationships. FP1 : FP2 : FP3 :

12. Fundamental Propositions and General Definition – FP (cont.) CE is a multidimensional concept subject to a context- and/or stakeholder-specific expression of relevant cognitive, emotional, and behavioral dimensions. CE occurs within a specific set of situational conditions generating differing CE levels. FP4 : FP5 :

13. Summary and Conclusions Customer engagement is a psychological state that occurs by virtue of interactive, cocreative customer experiences with a focal agent/object in focal service relationships. It occurs under a specific set of contextdependent 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 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.

14. Q&A

15. AeSL, Ambient e-Service Lab Please visit our website: http://www.aesl.nccu.edu.tw Research Topics: SOA & SSME (service science) 64, Sec. 2,Zhi-nan Rd.,Wenshan,Taipei116,Taiwan,Republic ofChina,Commerce Building5F