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Enhancing Customer Engagement Through Consciousness

Author

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  • Grewal, Dhruv
  • Roggeveen, Anne L.
  • Sisodia, Rajendra
  • Nordfält, Jens

Abstract

Firms and academics recognize the importance of creating an engaged customer base, though an in-depth understanding of how to achieve it is limited. This article proposes that firms that use consciousness as a foundational philosophy can create a more engaging and meaningful customer experience. A retailer or service provider with foundations in consciousness has a higher purpose and values that get espoused and fulfilled throughout the organization, working in a way to optimize benefits to its multiple stakeholders (investors, employees, customers, suppliers, the environment, the community). Building on these foundations, retailers can achieve deeper engagement with customers, deliver outstanding customer experiences, create emotional connections with customers, and establish a shared identity based on a clear purpose and values.

Suggested Citation

  • Grewal, Dhruv & Roggeveen, Anne L. & Sisodia, Rajendra & Nordfält, Jens, 2017. "Enhancing Customer Engagement Through Consciousness," Journal of Retailing, Elsevier, vol. 93(1), pages 55-64.
    • Handle: RePEc:eee:jouret:v:93:y:2017:i:1:p:55-64
    DOI: 10.1016/j.jretai.2016.12.001
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    References listed on IDEAS

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    Cited by:

    1. Sheng-Chi Chen & Shari S. C. Shang, 2021. "Sustaining User Experience in a Smart System in the Retail Industry," Sustainability, MDPI, vol. 13(9), pages 1-14, May.
    2. Badrinarayanan, Vishag & Becerra, Enrique P., 2019. "Shoppers’ attachment with retail stores: Antecedents and impact on patronage intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 371-378.
    3. Syagnik Banerjee & Fareena Sultan & Charles F. Hofacker, 2023. "Discovering synergies and conflicts in online and offline in-store engagement," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(4), pages 761-776, December.
    4. Marlini Moodley & Sershan Naidoo, 2023. "Factors Contributing to Online or In-store Shopping among Academics from a Private Higher Education Institution in South Africa," International Review of Management and Marketing, Econjournals, vol. 13(6), pages 19-28, November.
    5. Rahman, Muhammad Sabbir & Bag, Surajit & Hossain, Md Afnan & Abdel Fattah, Fadi Abdel Muniem & Gani, Mohammad Osman & Rana, Nripendra P., 2023. "The new wave of AI-powered luxury brands online shopping experience: The role of digital multisensory cues and customers’ engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    6. Johan Hellemans & Kim Willems & Malaika Brengman, 2023. "Covid-19 and mobile payment in Belgium: Closing the digital divide or just for the young, social, and impulsive?," Electronic Commerce Research, Springer, vol. 23(3), pages 1539-1564, September.
    7. Park, JungKun & Hong, EunPyo & Ahn, Jiseon & Hyun, Hyowon, 2023. "Role of multidimensional customer brand engagement on customer behavior for online grocery shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    8. Grewal, Dhruv & Roggeveen, Anne L. & Nordfält, Jens, 2017. "The Future of Retailing," Journal of Retailing, Elsevier, vol. 93(1), pages 1-6.
    9. Dahm, Martin & Wentzel, Daniel & Herzog, Walter & Wiecek, Annika, 2018. "Breathing Down Your Neck!," Journal of Retailing, Elsevier, vol. 94(2), pages 217-230.
    10. Roggeveen, Anne L. & Rosengren, Sara, 2022. "From customer experience to human experience: Uses of systematized and non-systematized knowledge," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    11. Das, Manoj & Ramalingam, Mahesh, 2023. "To praise or not to praise- Role of word of mouth in food delivery apps," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    12. Damien Chaney & Renaud Lunardo & Rémi Mencarelli, 2018. "Consumption experience: past, present and future," Post-Print hal-01951670, HAL.
    13. Liu-Thompkins, Yuping & Khoshghadam, Leila & Attar Shoushtari, Arjang & Zal, Saeed, 2022. "What drives retailer loyalty? A meta-analysis of the role of cognitive, affective, and social factors across five decades," Journal of Retailing, Elsevier, vol. 98(1), pages 92-110.
    14. Singh, Akansha & Pathak, Govind Swaroop, 2020. "The quest for consumer engagement via cause-related marketing: A mixed method study in an emerging economy," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    15. Chakraborty, Debarun & Siddiqui, Aaliyah & Siddiqui, Mujahid & Mohmmad H Alatawi, Fatmah, 2022. "Exploring consumer purchase intentions and behavior of buying ayurveda products using SOBC framework," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    16. 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.
    17. Ho, Xuan Huong & Nguyen, Dong Phong & Cheng, Julian Ming Sung & Le, Angelina Nhat Hanh, 2022. "Customer engagement in the context of retail mobile apps: A contingency model integrating spatial presence experience and its drivers," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    18. Bies, Suzanne, 2022. "Examining the effectiveness of activation techniques on consumer behavior in temporary loyalty programs," Other publications TiSEM ade86df3-4846-4318-938f-a, Tilburg University, School of Economics and Management.

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