Customer Engagement: Exploring Customer Relationships Beyond Purchase

Using qualitative studies involving executives and customers, this study explores the nature and scope of customer engagement (CE), which is a vital component of relationship marketing. We define CE as 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. We argue that it is composed of cognitive, emotional, behavioral, and social elements. Finally, we offer a model of CE, in which the participation and involvement of current or potential customers serve as antecedents of CE, while value, trust, affective commitment, word of mouth, loyalty, and brand community involvement are potential consequences.