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As academics and scholars are increasingly recognizing customers’ active role in shaping their service experience and co-creating value, the marketing literature has witnessed a significant rise in research on customer engagement. According to Brodie et al. (2011), customer engagement denotes customers’ psychological state with a particular focal object (i.e. a brand or a firm) occurring during interactive service experiences. It is manifested through engagement behaviors that go beyond the fundamental purchase, and has ensuing mutually beneficial outcomes for both firms and customers, including increased satisfaction, loyalty, and competitive advantage (Brodie et al. 2013; Kumar et al. 2010; van Doorn et al. 2010). |
