If you build it right, they will engage: A study of antecedent conditions of customer engagement
Customer engagement marketing
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.
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Vivek, S. D., Beatty, S. E., & Hazod, M. (2018). If you build it right, they will engage: A study of antecedent conditions of customer engagement. In R. W. Palmatier, V. Kumar, & C. M. Harmeling (Eds.), Customer engagement marketing (pp. 31–51). Springer International. https://doi.org/10.1007/978-3-319-61985-9_2