Titlebook: Customer Engagement in Theory and Practice; A Marketing Manageme Katarzyna Żyminkowska Book 2019 The Editor(s) (if applicable) and The Auth

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The Editor(s) (if applicable) and The Author(s) 2019

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Conclusion, useful for further advanced research in the fields of engagement marketing, engagement orientation, or customer engagement-based business models, that form likely looking stream in marketing domain for business and academia.

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Robot: Multiuse Tool and Ethical Agentsh consumers across all markets under study. She discovers that customer motivations, associated with customer goals and values, are more influential drivers of CE than customer involvement or loyalty. This chapter also highlights the role of hedonic and utilitarian motivations in driving the customer engagement.

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Michael Anderson,Susan Leigh Anderson positive impact of CE management process on firm performance, this chapter confirms immaturity of CE management process in firms indicating the gaps that need to be addressed in order to minimize the risks and thus manage customer engagement profitably.

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Book 2019 brings together different streams of marketing research, such as customer activism and value formation. The author explores the notion of customer engagement by analysing empirical data compiled from firms operating in the consumer goods and services sectors, as well as from the consumers themselve

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https://doi.org/10.1007/978-3-030-24777-5d on behavioural interpretation and enriched with attitudinal factors of customer behaviour that are exposed in multidimensional, attitudinal perspective. Consequently, Żyminkowska proposes the typology of customer engagement forms (types) including customers’ communication, customer complaints, and customer collaboration.

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