Customer engagement (CE) has become a hot topic of today's business. It has been widely recognized as one of the most important drivers of a business's prosperity. Customer engagement (CE) is considered as a perfect predictor of firm's growth as it works as an effective strategy to build and maintain strong relationship between customers and firms. This chapter is aimed to explore the theoretical foundations of customer engagement (CE) and provides clear insight and comprehensive knowledge about customer engagement and CE models that widely used by firms to engage their customers, contribution of CE in value creation process, as well as barriers apparent in introducing customer engagement analytics and their capabilities of dealing with large customer data-set as well. This chapter is beneficial for a reason that it may provide a comprehensive knowledge about customer engagement to the academics (i.e., marketing students, scholars, and researchers) as well as practitioners of various industries.
{"title":"Customer Engagement","authors":"Sitara Bibi, Waseem Ui Hameed, Bushra Anwer, Muneeba Saleem, Shafqat Ali Niaz","doi":"10.4018/978-1-7998-3919-4.CH003","DOIUrl":"https://doi.org/10.4018/978-1-7998-3919-4.CH003","url":null,"abstract":"Customer engagement (CE) has become a hot topic of today's business. It has been widely recognized as one of the most important drivers of a business's prosperity. Customer engagement (CE) is considered as a perfect predictor of firm's growth as it works as an effective strategy to build and maintain strong relationship between customers and firms. This chapter is aimed to explore the theoretical foundations of customer engagement (CE) and provides clear insight and comprehensive knowledge about customer engagement and CE models that widely used by firms to engage their customers, contribution of CE in value creation process, as well as barriers apparent in introducing customer engagement analytics and their capabilities of dealing with large customer data-set as well. This chapter is beneficial for a reason that it may provide a comprehensive knowledge about customer engagement to the academics (i.e., marketing students, scholars, and researchers) as well as practitioners of various industries.","PeriodicalId":319215,"journal":{"name":"Insights, Innovation, and Analytics for Optimal Customer Engagement","volume":"7 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128688906","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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