DOI: 10.1007/978-3-319-61985-9_2">
 

If you build it right, they will engage: A study of antecedent conditions of customer engagement

Document Type

Book Chapter

Publication Date

2018

Department/School

Marketing

Publication Title

Customer engagement marketing

Abstract

This chapter presents the antecedents of successful customer engagement programs. Drawing from in-depth interviews with practitioners as well as customers, the authors address and discuss eight influences relative to both customer and firm antecedents. The propositions are corroborated with an analysis of a German railway company’s marketing programs.

Link to Published Version

DOI: 10.1007/978-3-319-61985-9_2

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