Abstract
The term customer engagement (CE) appeared in the marketing literature just a decade ago as a
developing construct. It has been studied from consumer perspective mostly in different
developed economies contexts. Although CE has gained increasing currency in marketing studies
as a way to increase satisfaction, loyalty and customer lifetime value, little attention has been
paid to the process of CE building from the organizational perspective. The failure to do so has
inhibited the application of developments on CE theory within marketing practice and therefore
the growing of the development as a consolidated construct. The present research responds
directly to calls for understanding the meanings and elements of CE and how do they interact
within firms in CE building. Because established theories and empirical generalizations derived
from data gathered in the developed world are not necessarily applicable to emerging markets,
and given the current relevance of emerging economies and their leading role in the global
economy in the near future, it is important to understand how firms in this context build CE to
their brands-firm in order to contribute to the permanence of the company. Using a qualitative
approach, this research explores the nature of CE in consumer goods companies in one of the
three most important emerging economies in Latin America: Mexico, and proposes a conceptual
model to explain the mechanisms that interact within firms to build CE from a managerial
perspective. The results aim to contribute to the development of the theory of CE building by
broadening it from a practitioner standpoint. The results provide a conceptual platform for
marketing executives operating in countries with similar characteristics to Mexico to build
customer-focused engagement strategies. And they are also potentially useful for global firms
with audiences that share similarities or contexts with Mexican consumers.
developing construct. It has been studied from consumer perspective mostly in different
developed economies contexts. Although CE has gained increasing currency in marketing studies
as a way to increase satisfaction, loyalty and customer lifetime value, little attention has been
paid to the process of CE building from the organizational perspective. The failure to do so has
inhibited the application of developments on CE theory within marketing practice and therefore
the growing of the development as a consolidated construct. The present research responds
directly to calls for understanding the meanings and elements of CE and how do they interact
within firms in CE building. Because established theories and empirical generalizations derived
from data gathered in the developed world are not necessarily applicable to emerging markets,
and given the current relevance of emerging economies and their leading role in the global
economy in the near future, it is important to understand how firms in this context build CE to
their brands-firm in order to contribute to the permanence of the company. Using a qualitative
approach, this research explores the nature of CE in consumer goods companies in one of the
three most important emerging economies in Latin America: Mexico, and proposes a conceptual
model to explain the mechanisms that interact within firms to build CE from a managerial
perspective. The results aim to contribute to the development of the theory of CE building by
broadening it from a practitioner standpoint. The results provide a conceptual platform for
marketing executives operating in countries with similar characteristics to Mexico to build
customer-focused engagement strategies. And they are also potentially useful for global firms
with audiences that share similarities or contexts with Mexican consumers.
| Original language | English |
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| Place of Publication | USA |
| Publisher | PROQUEST |
| Number of pages | 150 |
| ISBN (Electronic) | 9780355039184 |
| Publication status | Published - 2016 |
Publication series
| Name | EGADE Business School, Instituto Tecnologico y de Estudios Superiores de Monterrey (Mexico)). |
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