Past research has examined some possible customer engagement antecedents. However, extant studies investigated the impact of these factors on customer engagement in isolation from one another. That is, extant research offers little insights on whether one, all, or combinations of these factors need to be present to positively impact customer engagement. We conduct two studies and employ Qualitative Comparative Analysis (QCA) to address the limitations described above and explore what factors must be concomitantly present to achieve a high level of customer engagement. Shedding light on this question can help managers determine how to allocate limited resources to achieve customer engagement.

Achieving customer engagement with social media: A qualitative comparative analysis approach

Russo, Ivan
2019

Abstract

Past research has examined some possible customer engagement antecedents. However, extant studies investigated the impact of these factors on customer engagement in isolation from one another. That is, extant research offers little insights on whether one, all, or combinations of these factors need to be present to positively impact customer engagement. We conduct two studies and employ Qualitative Comparative Analysis (QCA) to address the limitations described above and explore what factors must be concomitantly present to achieve a high level of customer engagement. Shedding light on this question can help managers determine how to allocate limited resources to achieve customer engagement.
Customer engagement Loyalty Commitment Interactivity QCA Qualitative comparative analysis
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11562/996708
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