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Customer Equity Management through Customer Engagement: A Critical Review

Author

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  • DARINA PAVLOVA

    (Marketing Department University of Economics)

Abstract

The current trends in business processes call for companies to operate in a highly competitive environment. Part of the changes observed is the increased focus on customer retention. The management of customer relations and the retention and expansion of the customer base are among the main tasks of any business. The concept of customer equity management provides opportunities for fulfilment of these tasks, but also monitors the financial well-being of the company. All this necessitates its implementation by businesses.The ability to preserve and manage the company’s customer base is the application of the customer equity concept. This paper presents the opportunities for managing and increasing the value of customer equity through customer engagement. The research carried out tries to unify the conceptual framework of customer equity with the process of customer engagement resulting in the development of an integrated conceptual framework. Based on the proposed conceptual framework, the author draws the attention of managers not only to the analyses of the profitability from customers, but also to engagement of the entire customer base, regardless of its financial contribution to the well-being of the company. As a result, the intangible benefits from customers are regarded as an opportunity to increase the company’s customer equity

Suggested Citation

  • Darina Pavlova, 2018. "Customer Equity Management through Customer Engagement: A Critical Review," Global Economic Observer, "Nicolae Titulescu" University of Bucharest, Faculty of Economic Sciences;Institute for World Economy of the Romanian Academy, vol. 6(1), June.
    • Handle: RePEc:ntu:ntugeo:vol6-iss1-18-94
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    References listed on IDEAS

    as
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    3. Bayón, Tomás & Gutsche, Jens & Bauer, Hans, 2002. "Customer Equity Marketing:: Touching the Intangible," European Management Journal, Elsevier, vol. 20(3), pages 213-222, June.
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    5. Calder, Bobby J. & Malthouse, Edward C. & Schaedel, Ute, 2009. "An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness," Journal of Interactive Marketing, Elsevier, vol. 23(4), pages 321-331.
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    Cited by:

    1. Plamena PALAMAROVA, 2018. "Comparative Study in Digital Marketing Trends in Adventure Tourism: Bulgaria, Estonia, Ireland and Scotland," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 242-251, November.

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