Customer Engagement

Improved Essays
Due to the increasing competition in almost every market and industry, today the companies should have a better understanding of their customers’ needs and expectations in order to stay competitive and generate profits (Cambra-Fierro, Melero-Polo & Vasquez-Carrasco, 2013). However, a company should not only aim to make a brand more attractive than competitors’ brands and cover consumers needs in a better way but also to turn the consumer into a fan of the brand by make him to want to get involved and associate with the brand (Prahlad & Ramaswamy, 2004).

This idea is expressed by the concept of customer engagement. Kumar and his colleagues (2010) defined customer engagement as a combination of customer behaviors, transactional such as purchase
…show more content…
During the last few years, it is noted an increased interest on the concept of customer engagement especially in the context of digital marketing where marketers trying to engaged and communicate with their website and social media visitors and finally to create a long relationship with them.

Importance of customer engagement
Customer Engagement can have multiple benefits for any company. Some of the advantages of having a high level of customer engagement for a brand or company are:

a. The customer is turning into a communicator. The recent technological developments and the ability of customer to express his opinion through multiple channels such as blogs and forums have make the consumer a powerful communicator which can influence the public opinion positively or negatively. Moreover, by sharing information with friends and peers with the same interests the customer becomes the advertising mean of a brand fact that makes customer engagement even more
…show more content…
Increased Brand Loyalty. The level of customer engagement can prevents a customer from shifting into another brand, especially if we think the high number of available choices and the extensive competition. Moreover, it can be stated that the level of customer engagement can be a differentiator in the purchase decision process (Tripathi, 2014).

c. According to Van Doorn and his associates (2010) an engaged customer also expresses high levels of customer loyalty. Therefore, influencing consumer’s engagement with a brand or organization is the best way to retain them or increase their loyalty.

Dimensions of consumer

Related Documents

  • Great Essays

    SMO gives you the light of hope that you too can stand somewhere in the myriad of competitors. The more efforts you put in for the promotion of your site the more benefits you shall reap. Humans want to communicate with each other in social groups maintained by them according to their choices. So, it is the webmasters that take the benefit of such communication to achieve their business goals. The concept of SMO using blogs, sales and customer service, helps in capturing the minds of many and bringing them to the website.…

    • 1583 Words
    • 7 Pages
    Great Essays
  • Great Essays

    Measurable Success Factors Internet advertising provides the ability to measure the effectiveness of the advertisement. The advertiser is now aware of how many times the advertisement receives a clicks, the numbers of visitors to the site, and what purchase consumers made through the Internet. The digital media is a medium used by businesses of all sizes in their quest: to maintain Market share, to add new customers and to improve their profit margins. The Discovery Channel uses these medium…

    • 1160 Words
    • 5 Pages
    Great Essays
  • Improved Essays

    E Marketing Case Study

    • 1526 Words
    • 7 Pages

    Summary executive E marketing is the process of advertising products and services by use of internet. The developments in the field of technology have played a big role in making e marketing possible and more importantly efficient. There are dramatic changes particularly in the way entrepreneurs communicate with their customers. Use of interactive media such as Facebook, Twitter, and website has facilitated this effective communication in the process of marketing. Businesses have flourished because of internet marketing since there are fundamental ways in which marketing has changed.…

    • 1526 Words
    • 7 Pages
    Improved Essays
  • Great Essays

    Businesses today focus on maintaining satisfied as well as loyal customers to ensure effectiveness in the midst of steep competition. Companies now with the implementation of apt customer management strategies could significantly emphasise on gaining competitive advantage. In order to meet their objectives they should primarily understand the nature and expectations of the customer. Customer centric approach has time and again proved effective and businesses have benefited by considering such approach. Companies today value the concept of customer loyalty as it helps in meeting various types if business need in a unique way.…

    • 2583 Words
    • 11 Pages
    Great Essays
  • Improved Essays

    Transparency on social media platform is a good way for organizations and job seekers to start connecting with their audiences and building trust. It is for this reason many companies have committed to become more transparent in their operations and communications as the use to social media has increased over the…

    • 909 Words
    • 4 Pages
    Improved Essays
  • Great Essays

    When customers view the firm’s products to be replaceable, this would mean that other firms’ products offer a higher customer-perceived value. However, through the use of RM, it differentiates the firm’s products from its competitors, hence, placing it in a better position to compete against its competitors. Apart from that, it is assumed that loyal customers act as advocates for the firm. By consistently working on developing customer loyalty, firms are indirectly creating net promoters that may even be more effective than the rest of their marketing efforts. These net promoters who are the satisfied customers will then spread positive word-of-mouth to their acquaintances and are more likely to repurchase from the firm.…

    • 1149 Words
    • 5 Pages
    Great Essays
  • Superior Essays

    If fact, more energy should be placed on intrinsic rewards. These are realized when an individual feels prideful, satisfied, or feel their self-esteem has inflated (Spector, 2013, p. 142). In fact, people have an affinity to find new skills and challenges, to learn and grow their abilities. Is this not exactly what leaders attempt to do when they align people with the firm’s purpose? For illustration, when we select a candidate to come on board with company, if pay is equitable, they will be intrinsically motivated as they will want to grow and prosper.…

    • 1027 Words
    • 4 Pages
    Superior Essays
  • Improved Essays

    The Importance Of Branding

    • 1128 Words
    • 5 Pages

    While considering products, it is often referred to as "brand loyalty". Promoting customer loyalty should be an integral function of a marketing strategy. Marketers generally market with a mindset of attracting new customers but it should not be ignore that existing customers are equally important. Customer loyalty promotes repeated business and so, customers are likely to purchase the products from the brand again and again. As the time grows, customer loyalty also increases, which in turn results in customer making more purchases in either shorter time spans, or either in larger quantities.…

    • 1128 Words
    • 5 Pages
    Improved Essays
  • Superior Essays

    TGS Oil Company Case Study

    • 1261 Words
    • 6 Pages

    TGS Oil Company Marketing for organization products and series is important as it increases the knowledge of the goods and services being offered by the enterprise. Companies use different marketing strategies to see to it that their products and services are known by a large number of consumers most of the organizations prefer the use of social media since many people will get the information as the utilization of the new technology increases the users of social media. All companies can expand their marketing through social media which will help the company achieve marketing communication and branding goals. For a company to start marketing their products and services through social media, planning is necessary as it will allow the company…

    • 1261 Words
    • 6 Pages
    Superior Essays
  • Great Essays

    It is a win-win strategy for the society. Not only are advertisers able to promote a company image of honesty and increase profits, but also, consumers can retain information about important risks. Therefore, it is necessary to make warnings and side effects more clear in advertisements because consumers can have a better understanding of products, firms can make a profit, firms should obey the regulations about ads and there will be a healthy advertising…

    • 1430 Words
    • 6 Pages
    Great Essays