Szukasz - Żyminkowska

Customer engagement. Management practices in the consumer goods and services sector

Żyminkowska Katarzyna

Customer engagement is a customer’s voluntary contribution of resources to a firm’s marketing function, extending beyond financial patronage. In other words, it is a customer behavioural manifestation toward the brand or firm that goes beyond transactions and results from motivational  drivers.  Customer  engagement  in  this  book  refers  to  the  engagement  of  individual customers, that is, consumer buyers, final consumers, or consumer end-users, either initiated by companies or the ..