Skip to main content

Lund University Publications

LUND UNIVERSITY LIBRARIES

Emotional and rational customer engagement : exploring the development route and the motivation

Chen, Xiao LU ; Dahlgaard-Park, Su Mi LU and Wen, Decheng (2019) In Total Quality Management and Business Excellence 30(sup1). p.141-157
Abstract

Customer engagement is one of the hottest topics in the customer management area. Most of the customer engagement research focus on the customer with strong psychological connection with the focal object, however, the customer who is driven by external benefits, such as discounts and sense of being needed, also contribute significant engagement value to the firm. This paper proposes the constructs of rational customer engagement which is based on external benefits and emotional customer engagement which is based on attachment. The paper distinguishes the two customer engagement orientations from the aspects of development routes and motivations through literature analysis and empirical research. Management implication are also presented... (More)

Customer engagement is one of the hottest topics in the customer management area. Most of the customer engagement research focus on the customer with strong psychological connection with the focal object, however, the customer who is driven by external benefits, such as discounts and sense of being needed, also contribute significant engagement value to the firm. This paper proposes the constructs of rational customer engagement which is based on external benefits and emotional customer engagement which is based on attachment. The paper distinguishes the two customer engagement orientations from the aspects of development routes and motivations through literature analysis and empirical research. Management implication are also presented in the end. This paper makes contributions to broadening the current customer engagement theory and providing a broader view to understanding customer engagement.

(Less)
Please use this url to cite or link to this publication:
author
; and
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
customer engagement level, customer engagement motivation, customer engagement orientation, emotional customer engagement, rational customer engagement
in
Total Quality Management and Business Excellence
volume
30
issue
sup1
pages
141 - 157
publisher
Routledge
external identifiers
  • scopus:85073497281
ISSN
1478-3363
DOI
10.1080/14783363.2019.1665834
language
English
LU publication?
yes
id
7cc41cb0-3f6a-478e-8dec-0303365d9157
date added to LUP
2019-10-29 08:21:04
date last changed
2022-12-08 02:08:06
@article{7cc41cb0-3f6a-478e-8dec-0303365d9157,
  abstract     = {{<p>Customer engagement is one of the hottest topics in the customer management area. Most of the customer engagement research focus on the customer with strong psychological connection with the focal object, however, the customer who is driven by external benefits, such as discounts and sense of being needed, also contribute significant engagement value to the firm. This paper proposes the constructs of rational customer engagement which is based on external benefits and emotional customer engagement which is based on attachment. The paper distinguishes the two customer engagement orientations from the aspects of development routes and motivations through literature analysis and empirical research. Management implication are also presented in the end. This paper makes contributions to broadening the current customer engagement theory and providing a broader view to understanding customer engagement.</p>}},
  author       = {{Chen, Xiao and Dahlgaard-Park, Su Mi and Wen, Decheng}},
  issn         = {{1478-3363}},
  keywords     = {{customer engagement level; customer engagement motivation; customer engagement orientation; emotional customer engagement; rational customer engagement}},
  language     = {{eng}},
  month        = {{09}},
  number       = {{sup1}},
  pages        = {{141--157}},
  publisher    = {{Routledge}},
  series       = {{Total Quality Management and Business Excellence}},
  title        = {{Emotional and rational customer engagement : exploring the development route and the motivation}},
  url          = {{http://dx.doi.org/10.1080/14783363.2019.1665834}},
  doi          = {{10.1080/14783363.2019.1665834}},
  volume       = {{30}},
  year         = {{2019}},
}