Dimensions of Online Customer Engagement

Year 2014, Volume: 3 Issue: 1, 106 - 114, 01.03.2014

Ebru Enginkaya Emel Esen

Abstract

Customer engagement is about emotional connection between businesses and customers, focusing on interaction with customers and customers’ value. The development of internet changes customers, extends options, changes the way consumers interact and communicate with companies. It is obvious that internet is a way to influence customers, building relationships with current and potential customers, provide after sales support. Engaging the customers is a primary driver of business success. The purpose of the paper is to define and measure online customer engagement by gathering data from customers who are using internet in shopping. By this purpose, an online customer engagement scale was developed and used, at the end of the factor analysis, it was found that customer engagement could be explained with trust, dedication and reputation dimensions.

Keywords

Customer Engagement, Online Customer, Engagement Dimensions

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