Offering a pragmatic understanding of customer engagement as an object of effective marketing management, this book takes an integrative approach and brings together different streams of marketing research, such as customer activism and value formation. The author explores the notion of customer engagement by analysing empirical data compiled from firms operating in the consumer goods and services sectors, as well as from the consumers themselves. An insightful read for scholars of consumer behaviour and customer relationship management, this book advances understanding of the drivers, components and effects (both positive and negative) of customer engagement and proposes a comprehensive framework for its management.

Katarzyna ?yminkowska is Associate Professor and Head of the Marketing & Entrepreneurship Department at the University of Bielsko-Biala, Poland. She has also worked for the University of Economics in Katowice, and has served for many years as business consultant to Polish and international companies.

1;Acknowledgements;5 2;Contents;6 3;List of Figures;8 4;List of Tables;11 5;Introduction;13 6;1: Concepts of Customer Activism;18 6.1;1.1 Value Co-creation Phenomenon and Related Concepts;20 6.2;1.2 Network Management and Related Concepts;26 6.3;References;35 7;2: Interpreting Customer Engagement in the Marketing Discipline;40 7.1;2.1 Customer Engagement Definitions in Marketing Field;41 7.2;2.2 Customer Engagement Dimensions and Forms;48 7.3;2.3 Customer Engagement Antecedents and Consequences;60 7.4;References;68 8;3: Placing Customer Engagement Within Marketing Management;71 8.1;3.1 Engaging Customer in Value Proposition Formation;73 8.1.1;Process of CE Management;81 8.1.2;CE Effects;82 8.1.3;CE Risks;83 8.2;3.2 Perceived Customer Value and Customer Engagement Linkages;84 8.3;References;92 9;4: Why Do Customers Engage?;97 9.1;4.1 Methodology of Consumer Engagement Research;98 9.2;4.2 Intensity of Customer Engagement Across Product Categories;103 9.2.1;Customers' Communication;107 9.2.2;Customer Complaints;108 9.2.3;Customer Collaboration;110 9.3;4.3 Customer Values in Driving the Customer Engagement;112 9.4;4.4 Customer Involvement and Loyalty Impact on Customer Engagement;116 9.5;References;119 10;5: Firms' Practices in Customer Engagement Management;121 10.1;5.1 Methodology of Research of Firms' Practices in Customer Engagement Management;122 10.2;5.2 Intensity of Customer Engagement Forms in Firms' Practices;130 10.3;5.3 Process of Customer Engagement Management;139 10.4;5.4 Firm-Level Outcomes of Customer Engagement;143 10.5;References;148 11;6: Customer Engagement Trends and Perspectives in Modern Business;151 11.1;6.1 Trends in Customer Activism Across Countries;152 11.2;6.2 Customer Engagement Perspectives Across Industry Type;155 11.3;References;160 12;7: Conclusion;161 12.1;References;170 13;Index;171