The Process of Customer Engagement: A Conceptual Framework

Customer Engagement and Loyalty: A Comparative Study Between Service Contexts

“…Bowden (2009) described CE as "a psychological process" driving customer loyalty, and primarily concerned with examining the formation and development of customer relationships. Engagement is further characterized by differing levels, which are individual and/or context speci c (Bowden, 2009;Sprott et al, 2009).…”

“…Engagement implies a deeper relationally based level and, thus, has an important place in contributing to the understanding of customer outcomes, namely loyalty-related outcomes (Bowden, 2009). Correspondingly, Verhoef et al (2010) revealed the increasing trend in companies trying to encourage their customers to involve in this kind of nontransactional behaviors that go beyond purchase intentions.…”

“…Most studies are descriptive or conceptual in nature (e.g., Brodie et al, 2011;Sashi, 2012;Van Doorn et al, 2010;Vivek et al, 2012) and much of what has been written about engagement has its basis in management practice rather than in academic research (Bowden, 2009). Moreover, while CE is considered a multidimensional construct with cognitive, emotional and behavioral components, few empirical research focus the attitudinal antecedents of engagement Also, though CE is a context-dependent concept, most studies refer to speci c settings (Vivek, 2009), namely online brand communities, instead of the "physical world, " and thus these are elds that require further attention (Brodie et al, 2013).…”

An exploratory study looking at the relationship marketing techniques used in the music festival industry

“…The direction of marketing as merely a means to generate one-off transactions is rapidly shifting to one of long-term relationships, stakeholder involvement and loyalty ( Fuan and Nicholls, 2000 ;M ö ller and Halinen, 2000 ;Bowden, 2009 ). The popularity of the RM concept grew during the 1990s and was made possible by way of social and technological trends such as database and communications developments.…”

“…A diverse range of philosophies interrelate into RM theory; for example, Godson (2009, p. 4) suggests that areas such as ' customer relationships, supply chain relationships, customer value management, retention and loyalty ' are all associated with Relationship Marketing. These philosophies have a huge part to play in creating benefi ts beyond the singular transaction in organisational relationships; retention is gained through satisfi ed customers, and those existing consumers are less sensitive to price increases and in turn assist company development by giving referrals ( Harwood et al , 2008 ;Bowden, 2009 ). This word-ofmouth promotion may be viewed as highly signifi cant when exploring marketing communications for music festivals because of the experiential and social characteristics of the product, particularly owing to the materialisation of social networking and online forums; this trend will be examined further in terms of RM and researched within the study topic.…”