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Enhancing Marketing Performance Through Enterprise-Initiated Customer Engagement

Author

Listed:
  • Marjeta Marolt

    (Faculty of Organizational Sciences, University of Maribor, 4000 Kranj, Slovenia)

  • Hans-Dieter Zimmermann

    (Institue for Information and Process Management, FHS St. Gallen University of Applied Sciences, 9001 Sankt Gallen, Switzerland)

  • Andreja Pucihar

    (Faculty of Organizational Sciences, University of Maribor, 4000 Kranj, Slovenia)

Abstract

The exponential speed of technological advancements and the ever-changing needs of customers have changed the way enterprises engage with their customers. However, despite the increasing scholarly interest in the enterprise-initiated perspective of customer engagement (CE) in recent years, it remains unclear what drives enterprises to initiate customer engagement and how enterprise-initiated customer engagement enhances enterprise performance. Thus, the purpose of this study is to develop and evaluate a conceptual model that consists of drivers and outcomes of enterprise-initiated customer engagement. After developing a conceptual model based on previous conceptual approaches to customer engagement, a quantitative survey was undertaken to gather the data from business-to-customer micro, small, and medium-sized enterprises. The data were analyzed using the partial least square path modelling. The findings showed that external pressure and organizational readiness influence enterprise-initiated customer engagement. Enterprise-initiated customer engagement was also found to influence marketing performance. The empirical findings provide insights for managers that explain what drivers may influence enterprise-initiated customer engagement and what benefits they can expect. Overall, this research extends the understanding of the CE domain and provides additional insights for the drivers and outcomes of enterprise-initiated CE.

Suggested Citation

  • Marjeta Marolt & Hans-Dieter Zimmermann & Andreja Pucihar, 2020. "Enhancing Marketing Performance Through Enterprise-Initiated Customer Engagement," Sustainability, MDPI, vol. 12(9), pages 1-16, May.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:9:p:3931-:d:356610
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    References listed on IDEAS

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    2. Marta Joanna Ziółkowska, 2021. "Digital Transformation and Marketing Activities in Small and Medium-Sized Enterprises," Sustainability, MDPI, vol. 13(5), pages 1-16, February.

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