Dimensions of Online Customer Engagement

Yıl 2014, Cilt: 3 Sayı: 1, 106 - 114, 01.03.2014

Ebru Enginkaya Emel Esen

Öz

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.

Anahtar Kelimeler

Customer Engagement, Online Customer, Engagement Dimensions

Kaynakça

•  Barth, J. (2007), “Customer Engagement and the Operational Efficiency of Wine Retail Stores”, International Journal of Wine Business Research, Vol.19, No,3, pp. 207-2
•  Barutçu, S. (2008), ‘‘Perakendecilik Sektöründe Teknolojik Değişim: EPerakendecilik, E-Mağaza Bağlılığı ve E-Mağaza Bağlılığını Etkileyen Faktörler’’, Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Vol.3, No.1, pp. 319-334.
•  Carter, T. (2010), ‘‘Customer Engagement and Behavioral Conditions’’, Journal of Strategic Marketing, Vol.16, No.1, pp. 21-26.
•  Castro, G. et.al. (2006), ‘‘Business and Social Reputation: Exploring the Concept and Main Dimensions of Corporate Reputation’’, Journal of Business Ethics, Vol.63, pp. 361-370.
•  Donio, J. Massari, P and Passiante, G. (2006), ‘‘Customer Satisfaction and Loyalty in A Digital Environment: An Empirical Test’’, Journal of Consumer Marketing, Vol.23, No.7, pp.445-457.
•  Dortok, A. (2006), ‘‘A Managerial Look at the Interaction Between Internal Communication and Corporate Reputation’’, Corporate Reputation Review, Vol.8, No.44, pp. 322-338.
•  Firestein, P. (2006), ‘‘Building and Protecting Corporate Reputation’’, Strategy &Leadership, Vol.34, No.4,pp. 25-31.
•  Fombrun, C. and Van Riel, C. (2004), ‘‘Fame&Fortune, How Succesfull Companies Build Winning Reputations’’, USA.
•  Gable, T. (2008), ‘‘Image as a Part of Corporate Strategy’’ (Ed.Peter Anthonissen, Crisis Communication Pratical PR Strategies for Reputation Management and Company Survival), Kogan Page, USA.
• Gallup Consulting. (2009), ‘‘Customer Engagement-What’s your Engagement Ratio?’’, http://www.gallup.com.
• Helgesen, O. (2007), ‘‘Drivers of Customer Satisfaction in Business to Business Relationships’’, British Food Journal, Vol.109, No.10, pp.819-837.
• Hug, Z., Aghadeh, S., Najjar, L.and Hafeznezam, S. (2010), ‘‘Employee and Customer Involvement: The Driving Force for Six-Sigma Implementation’’, Journal of Applied Business and Economics, Vol.11, No.1,pp.105-122.
•  Kotha, S., Rajgopal, S. and Rindova,V. (2001), ‘‘Reputation Building and Performance: An Empirical Analysis of the Top-50 Pure Internet Firms’’, European Management Journal, Vol.19, No.6, pp.571-586.
•  Kumar, V. Aksoy, L., Donkers B. and Venkatesen R. (2010), ‘‘Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value’’, Journal of Service Research, Vol.13, No.3, pp.297-310.
•  Lawson-Body A.and Limayem, M. (2004), ‘‘The Impact of Customer Relationship Management on Customer Loyalty: The Moderating Role of Web Site Characteristics’’, Journal of Computer-Mediated Communication, Vol.9, No.4, http://www.ascusc.org/jcmc/vol9/issue4/lawsonbody.html Lagrosen, S. (2005), ‘‘Customer Involvement in New Product Development’’, European Journal of Innovation Management, Vol. 8, No.4, pp.424-436. Lay, J. and Bowden, H. (2009), ‘‘The Process of Customer Engagement: A Conceptual Framework’’, Journal of Marketing Theory and Practice, Vol.17, No.1, pp. 63-74.
•  Lewiski, R.J., Mccalister, D.J. and Biester, R.J. (1998), ‘‘Trust and Distrust: New Relations and Realities’’, Academy of Management Review, Vol.23, No.3,pp. 4384
•  Nakip, M. (2006). ‘‘Pazarlama Araştırmaları Teknikler ve (SPSS Destekli) Uygulamalar’’, 2. Basım, Ankara: Seçkin Yayınları.
•  Roberts, C. and Alpert, F. (2010), ‘‘Total Customer Engagement: Designing and Aligning Key Strategic Elements to Achieve Growth’’, Journal of Products and Brand Management, Vol.19, No.3,pp. 198-209.
•  Saks, A. M. (2006), ‘‘Antecedents and Consequences of Employee Engagement’’, Journal of Managerial Psychology, Vol.21, No.7,pp. 600-619.
• Sawhney, M., Verona, G. and Prandelli E. (2005), ‘‘Collaborating to Create: The Internet as a Platform for Customer Engagement in Product Innovation’’, Journal of Interactive Marketing, Vol.19, No.4, pp.1-14.
•  Schaufeli, W. B. et.al. (2002), ‘‘The Measurement of Engagement and Burnout: A Two Sample Confirmatory Factor Analytic Approach’’, Journal of Happiness Studies, Vol.3, pp.71-92.
•  Schimazu, A. et al (2008), ‘‘Work Engagement in Japan: Validation of the Japanese Version Of The Utrecht Work Engagement Scale’’, Applied Psychology: An International Review, Vol.57, No.3, pp.510–523.
•  Schaufeli W. B. et.al (2006), ‘‘The Measurement of Work Engagement With a Short Questionnaire’’. Educational and Psychological Measurement, Vol.66, No.4, pp. 701-716.
•  Schürmann, S. (2006), ‘‘Reputation: Some Thoughts From an Investor’s Point of View,’’ The Geneva Papers on Risk&Insurance, Vol.31,No.3, pp. 454–469.
•  Schneider, B., Macey, W., Barbera, K. and Martin, N. (2009), ‘‘Driving Customer Satisfaction and Financial Success Through Employee Engagement’’, People and Strategy, Vol.32, No.2, pp.23-27. Tripathi, M. N. (2009), ‘‘Customer Engagement-Key to Successfull Branding’’ XIMB Journal of Management, Vol.5, No.1, pp. 131-140. Turgut, T. (2010), ‘‘Çalışmaya Tutkunluk’’, (Ed: Güler İslamoğlu), Ankara, Nobel Yayıncılık.
•  Walsh, G. et.al. (2009a), ‘‘Examining the Antecedents and Consequences of Corporate Reputation: A Customer Perspective’’, British Journal of Management, Vol.20, pp.187–203.
•  Walsh, G. et.al. (2009b), ‘‘The Customer-based Corporate Reputation Scale: Replication and Short form’’, Journal of Business Research, Vol.62, pp. 924-930.
•  Wefald, A. and Downey, R. G. (2009), ‘‘Construct Dimensionality of Engagement and its Relation with Satisfaction’’, The Journal of Psychology, Vol.143, No.1,pp. 91 Welbourne, T. M. (2007), ‘‘Employee Engagement: Beyond The Fad And into The Executive Suite’’, Executive Forum, pp.45-51.
•  Westbrook R.A. and Oliver, R.L. (1991), ‘‘The Dimensionality of Consumption Emotion Patterns and Consumer Satisfaction’’, Journal of Consumer Research, Vol.18, pp. 84-91. Worcester, S. R. (2009), ‘‘Reflections on Corporate Reputations’’, Management Decision, Vol.47, No.4,pp. 573-589. Zhang Y.A. et.al. (2008), ‘‘How do I trust thee? The Employee-Organization Relationship, Supervisory Support, and Middle Manager Trust in the Organization’’. Human Resource Management, Vol.47, No.1, pp.111-132.