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Economics and Management Notes Marketing Notes

Customer Engagement Notes

Updated Customer Engagement Notes

Marketing Notes

Marketing

Approximately 38 pages

For each of the 7 topics I studied, I've included my finals revision notes (except Fair Trade and Services, which I did not revise but have included the full set of essay notes for). The notes are very concise (3-4 pages), with each subheading indicating a line of argument that could be taken in an essay on the topic (based on the exam questions that have come up over the last 6 or 7 years - the notes could be used to answer any of these well), and then bulletpointing how the argument could be la...

The following is a more accessible plain text extract of the PDF sample above, taken from our Marketing Notes. Due to the challenges of extracting text from PDFs, it will have odd formatting:

Customer Engagement/Twitter

Customer Engagement

Is/is important because:

  • Mollen and Wilson: Engagement is the outcome of repeated actions that strengthen the psychological, emotional or physical investment a customer has in a brand. Creation of loyalty beyond reason.

  • CE behaviours got beyond transactions, may be specifically defined as customer’s behavioural manifestations that have a brand/firm focus, beyond purchase, resulting from motivational drivers. High levels of satisfaction increased customer loyalty, intention to purchase

  • in the movement to a customer centric organization, management of customer relationships should be a top priority.

  • Verhoef et al: Ignoring non-transactional behaviours may create lost opportunities: pursuing growth through WOM, joint development of new products/services through cocreation, and could have detrimental effects like ratings on websites.

Customer engagement as a process (Bowden)

  • Formation of a state of calculative commitment for new customers – largely cognitive base for purchase. Undeveloped knowledge structures.

  • Increased levels of involvement and trust for repeat purchase customers. Development of a more elaborate knowledge structure associated with the brand, different psychological frame of reference when evaluating.

  • Development of affective commitment towards the service brand – emotional/holistic/aggregate judgement of the brand independent of functional/instrumental attributes, eventuates in a state of enduring brand loyalty.

  • Price: appeal on an affective level by providing unexpected extras that may assist in the creation of delight – accelerates movement through process. Facilitated by trust.

  • Need a proactive approach to managing the customer base to progress customers, maintain loyalty through relationship management approaches such as personalized service expectations, rapport with service staff, recognition.

Twitter – big audience, range of users and uses.

  • 302m monthly active users, 15m in UK.

  • Case and King: 2007-2012 annual spending on enterprise social software $280m - $1.06bn.

  • Lots of types of users – Gov agencies, corporations, celebrities, over half of Fortune 50 firms – and a range of uses:

    • Army – recruitment

    • K-Mart, Sears – customer service

    • Dell – discount codes

    • Jet Blue – market research

    • Aharony: followed Obama, Cameron, Netanyahu, used it as a vehicle for self promotion. Politics has a large capacity for evoking strong emotional...

Buy the full version of these notes or essay plans and more in our Marketing Notes.