Linked e-resources
Details
Table of Contents
Dedication; Preface and Acknowledgments; Contents; List of Figures; List of Tables; Chapter 1: Customer Engagement Marketing; Customer Engagement: Introduction and Organizing Framework; Understanding Customer Engagement; Theory of Customer Engagement; Measuring Customer Engagement; Implementing Customer Engagement; Organization of the Book; Part 1: Antecedents of Customer Engagement; Part 2: Consequences of Customer Engagement; Part 3: Application Context of Customer Engagement; Conclusion; References; Part I: Antecedents of Engagement
Chapter 2: If You Build It Right, They Will Engage: A Study of Antecedent Conditions of Customer EngagementData Collection and Analysis; Findings; Critical Elements of Engagement Strategy; Individual Preconditions; Conclusion; Managerial Implications; Limitations and Future Research Directions; References; Chapter 3: Measuring and Managing Customer Engagement Value Through the Customer Journey; Introduction; Literature Review; Customer Journeys; Customer Management; Customer Relationship Management (CRM); Customer Experiences and Customer Journeys; Customer Engagement
Customer Engagement Value in the Context of the Customer Journey Amazon's Initiatives Toward Customer Engagement Value; Research Framework; Acquisition; What Is Known?; What Do We Need to Know?; Growth; What Is Known?; What Do We Need to Know?; Retention; What Do We Know?; What Do We Need to Know?; Win-Back; What Do We Know?; What Do We Need to Know?; Summary, Managerial Implications, and Future Research; References; Chapter 4: Customer Engagement Through Personalization and Customization; Engagement Goals Along the Customer Lifecycle
Reaching Engagement Goals Through Customization and PersonalizationCustomization; Personalization; Contingency Factors Influencing the Applicability of Customization and Personalization; Customer Characteristics; Relationship Characteristics; Concluding Thoughts; References; Chapter 5: Managing Product Returns Within the Customer Value Framework; Introduction; The Relationship Between Product Returns and Customer Value; Antecedents of Customer Product Return Decisions; Seller's Decisions During Pre-purchase Stage; Seller Return Policy in Post-purchase Stage; Monetary Leniency; Time Leniency
Scope LeniencyEffort Leniency; Exchange Leniency; Summary of Return Leniency; Customer Characteristics; Product Characteristics; Consequences of Customer Returns on Transactional and Non-transactional Behaviors; Impact on Future Purchase and Return Behavior; Impact on Customer Engagement Behaviors; Conclusion and Discussion; References; Chapter 6: Multi-tier Loyalty Programs to Stimulate Customer Engagement; Stimulating Customer Engagement; Multi-tier Loyalty Programs: Definition and Examples; Definition of Multi-tier Loyalty Programs; Examples of Multi-tier Loyalty Programs
Chapter 2: If You Build It Right, They Will Engage: A Study of Antecedent Conditions of Customer EngagementData Collection and Analysis; Findings; Critical Elements of Engagement Strategy; Individual Preconditions; Conclusion; Managerial Implications; Limitations and Future Research Directions; References; Chapter 3: Measuring and Managing Customer Engagement Value Through the Customer Journey; Introduction; Literature Review; Customer Journeys; Customer Management; Customer Relationship Management (CRM); Customer Experiences and Customer Journeys; Customer Engagement
Customer Engagement Value in the Context of the Customer Journey Amazon's Initiatives Toward Customer Engagement Value; Research Framework; Acquisition; What Is Known?; What Do We Need to Know?; Growth; What Is Known?; What Do We Need to Know?; Retention; What Do We Know?; What Do We Need to Know?; Win-Back; What Do We Know?; What Do We Need to Know?; Summary, Managerial Implications, and Future Research; References; Chapter 4: Customer Engagement Through Personalization and Customization; Engagement Goals Along the Customer Lifecycle
Reaching Engagement Goals Through Customization and PersonalizationCustomization; Personalization; Contingency Factors Influencing the Applicability of Customization and Personalization; Customer Characteristics; Relationship Characteristics; Concluding Thoughts; References; Chapter 5: Managing Product Returns Within the Customer Value Framework; Introduction; The Relationship Between Product Returns and Customer Value; Antecedents of Customer Product Return Decisions; Seller's Decisions During Pre-purchase Stage; Seller Return Policy in Post-purchase Stage; Monetary Leniency; Time Leniency
Scope LeniencyEffort Leniency; Exchange Leniency; Summary of Return Leniency; Customer Characteristics; Product Characteristics; Consequences of Customer Returns on Transactional and Non-transactional Behaviors; Impact on Future Purchase and Return Behavior; Impact on Customer Engagement Behaviors; Conclusion and Discussion; References; Chapter 6: Multi-tier Loyalty Programs to Stimulate Customer Engagement; Stimulating Customer Engagement; Multi-tier Loyalty Programs: Definition and Examples; Definition of Multi-tier Loyalty Programs; Examples of Multi-tier Loyalty Programs