Studia i Prace WNEiZ US

Previously: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Studia i Prace WNEiZ

ISSN: 2450-7733     eISSN: 2300-4096    OAI    DOI: 10.18276/sip.2016.43/3-14
CC BY-SA   Open Access   CEEOL

Issue archive / nr 43/3 2016
BEHAWIORALNE ZAANGAŻOWANIE KLIENTÓW W PRZESTRZENI WIRTUALNEJ
(Customer engagement behavior in virtual space)

Authors: Małgorzata Kieżel
Uniwersytet Ekonomiczny w Katowicach

Joanna Wiechoczek
Uniwersytet Ekonomiczny w Katowicach
Keywords: customer engagement behaviour social media customer communication with brands
Data publikacji całości:2016
Page range:12 (153-164)
Klasyfikacja JEL: M30
Cited-by (Crossref) ?:

Abstract

The purpose of the paper is to identify expressions of customer engagement in virtual space. The paper presents the results of exploratory primary research. The research results show that the majority of respondents (individual consumers) engage in contact with companies and brands, but the area and scale of this engagement are significantly different. The respondents indicate a much greater engagement in the field of communication than in the field of value co-creation. They prefer more traditional forms of communication in virtual space (corporate website, e-mail, newsletter), although many of them use it simultaneously with social media. The activity of the respondents in relation to companies and brands focused on the “like” and transfer positive feedback about the company, products, points of sale. Their engaging in relationships with the company or brand in virtual space promotes the greatest satisfaction with the products of the brand. Financial gain is the most important stimulus that could increase their level of engagement.

Bibliography

1.Bijmolt, T.H.A., Leeflanf, P.S.H., Block, F., Eisenbeiss, M., Hardie, B.G.S., Lemmens, A., Saffert, P. (2010). Analytics for Customer Engagement. Journal of Service Research, 13, 3, 341–356.
2.Bowden, J.J. (2009). The Process of Customer Engagement – A Conceptual Framework. Journal of Marketing Theory, 17, 1, 63–74.
3.CBOS (2015). Internauci 2015. Pobrane z: http://www.cbos.pl/SPISKOM.POL/2015/K_090_15.PDF (12.01.2016).
4.Doorn van, J., Lemon, K.N., Mittal, V., Nass, S., Pick, D., Pirner, P., Verhoef, P.C. (2010). Customer Engagement Behavior: Theoretical Foundations and Research Directions. Journal of Service Research, 13, 3, 253–266.
5.Drengner, J., Jahn, S., Furchheim, P. (2013). Customer Engagement-Praktiken auf Social Networking-Plattformen und deren Bedeutung für die Kundenintegration. W: M. Bruhn, M. Hadwich (red.), Dienstleistungsmanagement und Social Media – Potenziale, Strategien und Instrumente (s. 217–238). Wiesbaden: Springer Gabler.
6.Hollebeek, L.D. (2011). Exploring Customer Brand Management – Definition and Themes. Journal of Strategic Marketing, 19, 7, 555–573.
7.Jaakkola, E., Alexander, M. (2014). The Role of Customer Engagement Behavior in Value Co-Creation: A Service System Perspective. Journal of Service Research, 17, 3, 247–261.
8.Kieżel, M., Wiechoczek, J. (2016). Internet-based Marketing Tools for Customer Engagement Management. Venice: The proceedings of the International Marketing Trends Conference 2016.
9.Kotler, Ph. (1991). Marketing Management. Englewood Cliffs: Prentice Hall.
10.Matos de, C.A., Rossi, V. (2008), Word-of-Mouth Communications in Marketing: A Meta- -Analytic Review of the Antecedents and Moderators. Journal of the Academy of Marketing Science, 36, 4, 578–596.
11.Patterson P., Yu, T., Ruyer de, K. (2006). Understanding Customer Engagement in Services, Advancing Theory, Maintaining Relevance. Brisbane: Proceedings of ANZMAC 2006 conference.
12.Rupik, K. (2015). Customer Engagement Behaviour in the Fashion Industry. International Conference on Marketing and Business Development Journal, I, 1, 338–346.
13.Verhoef, P.C., Reinartz, W.J., Krafft, M. (2010). Customer Engagement as a New Perspective in Customer Management. Journal of Service Research, 13, 3.
14.Vivek, S.D., Beatty, S.E., Morgan, R.M. (2012). Customer Engagement – Exploring Customer Relationships Beyond Purchase. Journal of Marketing Theory and Practice, 20, 2, 127–145.