Handbook of research on customer engagement

Contents:

Introduction to the Handbook of Research on Customer
Engagement 1
Linda D. Hollebeek and David E. Sprott

PART I CUSTOMER ENGAGEMENT AND MARKETING
PRACTICE
Introduction: customer engagement and marketing practice 4
V. Kumar
1 Engagement-to-value (E2V): an empirical case study 20
Debbie Isobel Keeling, Ko de Ruyter and David Cox
2 Boosting customer engagement through gamification: a
customer engagement marketing approach 35
Sandra Streukens, Allard van Riel, Daria Novikova and
Sara Leroi-Werelds
3 Applying design thinking to innovate, validate, and implement
new digital services 55
Nj.l Sivertst.l and Annita Fjuk
4 Online reviews as customers’ dialogues with and about brands 76
Ewa Maslowska, Su Jung Kim, Edward C. Malthouse and
Vijay Viswanathan
5 Engagement and technology as key enablers for a circular
economy 97
Nicholas Vijverman, Bieke Henkens and Katrien Verleye

PART II CUSTOMER ENGAGEMENT CONCEPTUALIZATION
AND CONCEPTUAL RELATIONSHIPS
Introduction: the evolution of conceptual work on customer
engagement 114
Ruth N. Bolton
6 How in-store retail and service atmosphere create customer
engagement 126
Elisa B. Schweiger, Anne L. Roggeveen, Dhruv Grewal and
Nancy M. Puccinelli
7 Customer engagement: the role of gamification 164
Wafa Hammedi, Thomas Leclercq and Ingrid Poncin
8 Giving or receiving in social media: can content marketing
simultaneously drive productive and consumptive
engagement? 186
Welf H. Weiger, Maik Hammerschmidt and Thomas P. Scholdra
9 Story-based consumer engagement: a conceptual framework 204
Laurence Dessart and Valentina Pitardi
10 Personality-based consumer engagement styles:
conceptualization, research propositions and implications 224
Linda D. Hollebeek, Jamid Ul Islam, Keith Macky,
Takashi Taguchi, Carolyn Costley and Dale Smith
11 Practices, engagement, and service systems as a holistic
perspective on technological actors 245
Jennifer Chandler

PART III CUSTOMER ENGAGEMENT AND
ORGANIZATIONAL PERFORMANCE
Introduction: customer engagement and organizational
performance: a financial perspective 259
Bobby J. Calder
12 Review of engagement drivers for an instrument to measure
customer engagement marketing strategy 271
Shiri Vivek, Cynthia Kazanis and Ingita Jain
13 Positively and negatively valenced customer engagement: the
constructs and their organizational consequences 291
Julia Marbach, Niloofar Borghei Razavi, Cristiana R. Lages and
Linda D. Hollebeek
14 Customer engagement and organizational performance: a
service-dominant logic perspective 311
Civilai Leckie, Munyaradzi W. Nyadzayo and Lester W. Johnson
15 Leveraging user-generated content: a visual case analysis of
Contiki’s brand co-creation campaign 329
Robyn Ouschan, Jay Turkington and Julie Napoli
16 A web site engagement measurement for digital marketers 358
Antonio Hyder and Otto Regalado-Pez.a
17 Temporality of customer engagement in service innovation: a
theoretical model 376
Amela Karahasanović, Linda D. Hollebeek, Dimitra Chasanidou
and Calin Gurau

PART IV CUSTOMER ENGAGEMENT AND NETWORKED
ENVIRONMENTS
Introduction: value creation and co-creation within networks 391
Sharon E. Beatty
18 The impact of customer engagement behaviors and
majority/minority information on the use of online reviews 402
Thomas L. Baker, Paul Fombelle, Clay Voorhees,
Kristina K. Lindsey Hall and Blake Runnalls
19 Sharing uncertainty across organizations: service capital and
customer engagement for realizing nonownership value 423
Michael Ehret and Jochen Wirtz
20 Connections and interactions: an engagement perspective on
customer networks 441
Kim A. Johnston and Anne B. Lane
21 The role of consumer engagement in recovering online service
failures: an application of service-dominant logic 456
Jamid Ul Islam, Zillur Rahman and Linda D. Hollebeek
22 Conceptualizing health consumer engagement: an extended
framework of resource integration, co-creation and engagement 470
Kara Burns and Sven Tuzovic
Index 493

Customer engagement is now a critical research priority in contemporary marketing. In this Handbook, a cadre of international scholars offer an overview of current research on this rapidly growing field of study.

Providing vital insights into current theoretical and practical treatments of customer engagement, chapters engage with a broad cross-section of state-of-the-art research. Covering the importance of customer engagement in broader marketing practices, conceptual relationships, organizational performance and networks, this Handbook grapples with both conceptual and empirical research to offer insight into current and rapidly emerging research issues.

Featuring a broad theoretical scope, this Handbook attends to a rapidly growing international community of researchers in customer engagement. Scholars from related fields, including management, economics and sociology will also benefit from the range of applications of customer engagement research. This book is also crucial for marketing managers looking to improve and refine marketing environments.