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Brodie et al 2011 jsr pdf See discussions stats and author pro ?les for this publication at https www researchgate net publication Customer Engagement ARTICLE in JOURNAL OF SERVICE RESEARCH SEPTEMBER Impact Factor DOI CITATIONS AUTHORS Roderick J Brodie U

See discussions stats and author pro ?les for this publication at https www researchgate net publication Customer Engagement ARTICLE in JOURNAL OF SERVICE RESEARCH SEPTEMBER Impact Factor DOI CITATIONS AUTHORS Roderick J Brodie University of Auckland PUBLICATIONS CITATIONS SEE PROFILE Biljana Juric University of Auckland PUBLICATIONS CITATIONS SEE PROFILE READS Linda D Hollebeek University of Auckland PUBLICATIONS CITATIONS SEE PROFILE Ana Ilic University of Auckland PUBLICATIONS CITATIONS SEE PROFILE Available from Linda D Hollebeek Retrieved on March CCustomer Engagement Conceptual Domain Fundamental Propositions and Implications for Research Roderick J Brodie Linda D Hollebeek Biljana Juric ? and Ana Ilic ? Journal of Service Research - ? The Author s Reprints and permission sagepub com journalsPermissions nav DOI http jsr sagepub com Abstract In today ? s highly dynamic and interactive business environment the role of ? ? customer engagement ? ? CE in cocreating customer experience and value is receiving increasing attention from business practitioners and academics alike Despite this interest systematic scholarly inquiry into the concept and its conceptual distinctiveness from other associated relational concepts has been limited to date This article explores the theoretical foundations of CE by drawing on relationship marketing theory and the service-dominant S -D logic The analysis also examines the use of the term ? ? engagement ? ? in the social science management and marketing academic literatures as well as in speci ?c business practice applications Five fundamental propositions FPs derived from this analysis are used to develop a general de ?nition of CE and distinguish the concept from other relational concepts including ? ? participation ? ? and ? ? involvement ? ? The ?ve propositions are used in the development of a framework for future research the undertaking of which would facilitate the subsequent re ?nement of the conceptual domain of CE Overall CE based on its relational foundations of interactive experience and the cocreation of value is shown to represent an important concept for research in marketing and service management Keywords consumer to consumer content analysis customer relationship management engagement experience relationship marketing service- dominant logic Introduction While the notion of ? ? engagement ? ? in business relationships is not new signi ?cant practitioner interest in the concept has developed in the last decade e g Harvey Haven This interest is demonstrated by the number of business conferences seminars webinars and roundtables on the topic of ? ? customer- ? ? and or ? ? consumer engagement ? ? The terms are also being given considerable attention by several consulting companies including Nielsen Media Research the Gallup Group and IAG Research Additionally the Advertising Research Foundation the American Association of Advertising Agencies and the Association of National Advertisers are working on ways to de ?ne and measure customer engagement It is suggested that within interactive dynamic business environments customer engagement CE represents a strategic imperative for generating enhanced corporate performance including sales growth Ne ? superior competitive advantage Sedley and pro ?tability Voyles The rationale underlying these assertions is