IDEAS home Printed from https://ideas.repec.org/a/eee/aumajo/v21y2013i1p17-24.html
   My bibliography  Save this article

The customer engagement/value interface: An exploratory investigation

Author

Listed:
  • Hollebeek, Linda D.

Abstract

After generating significant interest among marketing practitioners, the customer engagement (CE) concept is rapidly gaining traction in the academic marketing literature. Although pioneering research has provided foundational insights in this emerging area, little is known regarding the ways in which CE may contribute to generating customer value (CV) and ensuing loyalty for utilitarian and hedonic brands. Addressing this research gap, this paper develops a conceptual model of the CE/CV interface for utilitarian and hedonic brands, which proposes: (i) The existence of a curvilinear relationship between CE/CV for utilitarian and hedonic brands; and (ii) Up to a focal brand-, category-, consumer-, and situation-specific optimum, growing CE generates greater CV increases for hedonic, than for utilitarian brands. By drawing on a sample of 14 consumers, depth-interviewing/focus group findings provided exploratory evidence for contentions (i) and (ii). The paper concludes with an overview of key research limitations and implications.

Suggested Citation

  • Hollebeek, Linda D., 2013. "The customer engagement/value interface: An exploratory investigation," Australasian marketing journal, Elsevier, vol. 21(1), pages 17-24.
    • Handle: RePEc:eee:aumajo:v:21:y:2013:i:1:p:17-24
    DOI: 10.1016/j.ausmj.2012.08.006
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S1441358212000535
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ausmj.2012.08.006?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Jones, Michael A. & Reynolds, Kristy E. & Arnold, Mark J., 2006. "Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes," Journal of Business Research, Elsevier, vol. 59(9), pages 974-981, September.
    2. Spiggle, Susan, 1994. "Analysis and Interpretation of Qualitative Data in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(3), pages 491-503, December.
    3. McColl-Kennedy, Janet R. & Sweeney, Jillian C. & Soutar, Geoffrey N. & Amonini, Claudia, 2008. "Professional Service Firms are Relationship Marketers: But does size matter?," Australasian marketing journal, Elsevier, vol. 16(1), pages 30-47.
    4. Babin, Barry J & Darden, William R & Griffin, Mitch, 1994. "Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 644-656, March.
    5. Leeflang, Peter S.H. & Bijmolt, Tammo H.A. & van Doorn, Jenny & Hanssens, Dominique M. & van Heerde, Harald J. & Verhoef, Peter C. & Wieringa, Jaap E., 2009. "Creating lift versus building the base: Current trends in marketing dynamics," International Journal of Research in Marketing, Elsevier, vol. 26(1), pages 13-20.
    6. Wilmar Schaufeli & Marisa Salanova & Vicente González-romá & Arnold Bakker, 2002. "The Measurement of Engagement and Burnout: A Two Sample Confirmatory Factor Analytic Approach," Journal of Happiness Studies, Springer, vol. 3(1), pages 71-92, March.
    7. Pimpakorn, Narumon & Patterson, Paul G., 2010. "Customer-oriented behaviour of front-line service employees: The need to be both willing and able," Australasian marketing journal, Elsevier, vol. 18(2), pages 57-65.
    8. 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.
    9. Slater, Stanley F. & Narver, John C., 1994. "Market orientation, customer value, and superior performance," Business Horizons, Elsevier, vol. 37(2), pages 22-28.
    10. Overby, Jeffrey W. & Lee, Eun-Ju, 2006. "The effects of utilitarian and hedonic online shopping value on consumer preference and intentions," Journal of Business Research, Elsevier, vol. 59(10-11), pages 1160-1166, October.
    11. Leeflang, Peter, 2011. "Paving the way for “distinguished marketing”," International Journal of Research in Marketing, Elsevier, vol. 28(2), pages 76-88.
    12. Mollen, Anne & Wilson, Hugh, 2010. "Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives," Journal of Business Research, Elsevier, vol. 63(9-10), pages 919-925, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Sheeraz, Muhammad & Tanweer, Mariam & Khan, Kanwal Iqbal & Mahmood, Shahid, 2017. "Strengthening Consumer Brand Relationships through Consumer Engagement: Online Brand Communities in Landscape of Social Media," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 37(2), pages 593-607.
    2. Eberhardt, Wiebke & Brüggen, Elisabeth & Post, Thomas & Hoet, Chantal, 2021. "Engagement behavior and financial well-being: The effect of message framing in online pension communication," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 448-471.
    3. Eigenraam, Anniek W. & Eelen, Jiska & van Lin, Arjen & Verlegh, Peeter W.J., 2018. "A Consumer-based Taxonomy of Digital Customer Engagement Practices," Journal of Interactive Marketing, Elsevier, vol. 44(C), pages 102-121.
    4. Ostovan, Nima & Khalili Nasr, Arash, 2022. "The manifestation of luxury value dimensions in brand engagement in self-concept," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    5. Harrigan, Paul & Soutar, Geoff & Choudhury, Musfiq Mannan & Lowe, Michelle, 2015. "Modelling CRM in a social media age," Australasian marketing journal, Elsevier, vol. 23(1), pages 27-37.
    6. Mei-Hui Chen & Kune-Muh Tsai, 2020. "An Empirical Study of Brand Fan Page Engagement Behaviors," Sustainability, MDPI, vol. 12(1), pages 1-19, January.
    7. Hollebeek, Linda D. & Clark, Moira K. & Andreassen, Tor W. & Sigurdsson, Valdimar & Smith, Dale, 2020. "Virtual reality through the customer journey: Framework and propositions," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    8. Andrea Stevenson Thorpe & Stephen Roper, 2019. "The Ethics of Gamification in a Marketing Context," Journal of Business Ethics, Springer, vol. 155(2), pages 597-609, March.
    9. Hollebeek, Linda D. & Macky, Keith, 2019. "Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 27-41.
    10. Katrina Lintukangas & Heli Arminen & Anni-Kaisa Kähkönen & Elina Karttunen, 2023. "Determinants of Supply Chain Engagement in Carbon Management," Journal of Business Ethics, Springer, vol. 186(1), pages 87-104, August.
    11. Maciejewski Grzegorz & Krowicki Piotr, 2022. "Brand as a Customer Value Driver: Relationships with Customer Engagement," Marketing of Scientific and Research Organizations, Sciendo, vol. 43(1), pages 53-74, March.
    12. Markus Blut & Viktorija Kulikovskaja & Marco Hubert & Christian Brock & Dhruv Grewal, 2023. "Effectiveness of engagement initiatives across engagement platforms: A meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 51(5), pages 941-965, September.
    13. Meijing Zhou & Hu Yu, 2022. "Exploring How Tourist Engagement Affects Destination Loyalty: The Intermediary Role of Value and Satisfaction," Sustainability, MDPI, vol. 14(3), pages 1-17, January.
    14. Linda D. Hollebeek & Rajendra K. Srivastava & Tom Chen, 2019. "S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM," Journal of the Academy of Marketing Science, Springer, vol. 47(1), pages 161-185, January.
    15. Katarzyna Żyminkowska, 2018. "Hedonic and Utilitarian Drivers of Customer Engagement," Central European Business Review, Prague University of Economics and Business, vol. 2018(4), pages 15-33.
    16. Pochun, Tej & Brennan, Linda & Parker, Lukas, 2018. "Advertising effects? An elemental experiment," Australasian marketing journal, Elsevier, vol. 26(4), pages 338-349.
    17. V. Kumar & Bharath Rajan & Shaphali Gupta & Ilaria Dalla Pozza, 2019. "Customer engagement in service," Journal of the Academy of Marketing Science, Springer, vol. 47(1), pages 138-160, January.
    18. Tien-Yu Lin, 2023. "A Hybrid Quantified SWOT Analysis to Label the Competitive Positioning for Theme Parks: A Case Study of Taiwan," SAGE Open, , vol. 13(4), pages 21582440231, December.
    19. Schmidt, Holger & Baumgarth, Carsten, 2017. "Empowerment from a "student as customer" perspective: Literature review and development of a framework in the context of higher education," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 2(01/2017), pages 87-104.
    20. Michael Blaschke & Uwe Riss & Kazem Haki & Stephan Aier, 2019. "Design principles for digital value co-creation networks: a service-dominant logic perspective," Electronic Markets, Springer;IIM University of St. Gallen, vol. 29(3), pages 443-472, September.
    21. Islam, Jamid Ul & Hollebeek, Linda D. & Rahman, Zillur & Khan, Imran & Rasool, Aaleya, 2019. "Customer engagement in the service context: An empirical investigation of the construct, its antecedents and consequences," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 277-285.
    22. Mónica Gómez-Suárez, 2019. "Examining Customer–Brand Relationships: A Critical Approach to Empirical Models on Brand Attachment, Love, and Engagement," Administrative Sciences, MDPI, vol. 9(1), pages 1-16, January.
    23. Zhang, Mingli & Guo, Lingyun & Hu, Mu & Liu, Wenhua, 2017. "Influence of customer engagement with company social networks on stickiness: Mediating effect of customer value creation," International Journal of Information Management, Elsevier, vol. 37(3), pages 229-240.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Linda D. Hollebeek & Rajendra K. Srivastava & Tom Chen, 2019. "S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM," Journal of the Academy of Marketing Science, Springer, vol. 47(1), pages 161-185, January.
    2. Hollebeek, Linda D. & Glynn, Mark S. & Brodie, Roderick J., 2014. "Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation," Journal of Interactive Marketing, Elsevier, vol. 28(2), pages 149-165.
    3. Davis, Lizhu & Hodges, Nancy, 2012. "Consumer shopping value: An investigation of shopping trip value, in-store shopping value and retail format," Journal of Retailing and Consumer Services, Elsevier, vol. 19(2), pages 229-239.
    4. Yumei Luo & Qiongwei Ye, 2019. "Understanding Consumers’ Loyalty to an Online Outshopping Platform: The Role of Social Capital and Perceived Value," Sustainability, MDPI, vol. 11(19), pages 1-18, September.
    5. Han-Jen Niu & Fei-Hsu Sun Hung & Po-Ching Lee & Yensen Ni & Yuhsin Chen, 2023. "Eco-Friendly Transactions: Exploring Mobile Payment Adoption as a Sustainable Consumer Choice in Taiwan and the Philippines," Sustainability, MDPI, vol. 15(24), pages 1-18, December.
    6. Magno, Francesca, 2017. "The influence of cultural blogs on their readers’ cultural product choices," International Journal of Information Management, Elsevier, vol. 37(3), pages 142-149.
    7. Han-Shen Chen & Chia-Hsing Liang & Shu-Yi Liao & Hung-Yu Kuo, 2020. "Consumer Attitudes and Purchase Intentions toward Food Delivery Platform Services," Sustainability, MDPI, vol. 12(23), pages 1-18, December.
    8. Mencarelli, Rémi & Lombart, Cindy, 2017. "Influences of the perceived value on actual repurchasing behavior: Empirical exploration in a retailing context," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 12-21.
    9. Slaton, Kelcie & Testa, Danielle & Bakhshian, Sonia & Fiore, Ann Marie, 2020. "The small, inventory free retail format: The impact on consumer-based brand equity and purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    10. Abdul-Ghani, Eathar & Hyde, Kenneth F. & Marshall, Roger, 2011. "Emic and etic interpretations of engagement with a consumer-to-consumer online auction site," Journal of Business Research, Elsevier, vol. 64(10), pages 1060-1066, October.
    11. Jackson, Vanessa & Stoel, Leslie & Brantley, Aquia, 2011. "Mall attributes and shopping value: Differences by gender and generational cohort," Journal of Retailing and Consumer Services, Elsevier, vol. 18(1), pages 1-9.
    12. Papagiannidis, Savvas & See-To, Eric & Bourlakis, Michael, 2014. "Virtual test-driving: The impact of simulated products on purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 21(5), pages 877-887.
    13. Scarpi, Daniele, 2012. "Work and Fun on the Internet: The Effects of Utilitarianism and Hedonism Online," Journal of Interactive Marketing, Elsevier, vol. 26(1), pages 53-67.
    14. Kumar, Vikas & Ayodeji, Ogunmola Gabriel, 2021. "E-retail factors for customer activation and retention: An empirical study from Indian e-commerce customers," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    15. Wongkitrungrueng, Apiradee & Assarut, Nuttapol, 2020. "The role of live streaming in building consumer trust and engagement with social commerce sellers," Journal of Business Research, Elsevier, vol. 117(C), pages 543-556.
    16. Chai, Joe Choon Yean & Malhotra, Naresh K. & Alpert, Frank, 2015. "A two-dimensional model of trust–value–loyalty in service relationships," Journal of Retailing and Consumer Services, Elsevier, vol. 26(C), pages 23-31.
    17. Fernando Santini & Wagner Junior Ladeira & Diego Costa Pinto & Márcia Maurer Herter & Claudio Hoffmann Sampaio & Barry J. Babin, 2020. "Customer engagement in social media: a framework and meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 48(6), pages 1211-1228, November.
    18. Guo, Yuanyuan & Zhang, Kexin & Wang, Chaoyou, 2022. "Way to success: Understanding top streamer's popularity and influence from the perspective of source characteristics," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    19. El Hedhli, Kamel & Zourrig, Haithem & Chebat, Jean-Charles, 2016. "Shopping well-being: Is it just a matter of pleasure or doing the task? The role of shopper's gender and self-congruity," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 1-13.
    20. Hung-Tai Tsou & Ja-Shen Chen & Cindy Yunhsin Chou & Tzu-Wen Chen, 2019. "Sharing Economy Service Experience and Its Effects on Behavioral Intention," Sustainability, MDPI, vol. 11(18), pages 1-25, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:aumajo:v:21:y:2013:i:1:p:17-24. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/australasian-marketing-journal/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.