Role of Customer Engagement in Building Customer Loyalty- A Literature Review

Abstract

Customer engagement may be defined as engaging customers with a brand as well as with other customers. In recent years, term Customer engagement has emerged in both academic literature and practitioner discussions as a customer loyalty predictor towards brand that may be superior to other traditional customer loyalty antecedents. This paper aims at reviewing available literature in this field. This study descriptive in nature and is based on secondary data which is collected from the relevant literary sources. Researchers on the basis of literature reviewed infer that Customer Engagement significantly influences Customer Loyalty.